Launches Imperial.com for high-end domain brokerage — Andy Booth

Second brand aimed at high-end buyers.

If you’re going to sell premium domains, it’s helpful to use premium domains yourself. Or two premium domains.

That’s the strategy domain investor Andy Booth is taking.

He started using Evolve.com for his brokerage last year. Now he’s adding Imperial.com as a high-end brokerage. The idea is to segment clients and attract buyers with six-figure budgets to the Imperial brand. It certainly comes across as a luxury brand (with a luxury logo, too).

The two brokerages are distinct from Andy’s brother James’ service at DomainBooth.com.

Perhaps Andy will experience the same “problem” that James did. James changed his brokerage name to Phenom, only to have to change it again when he sold Phenom.com.

Then again, changing brands isn’t a big deal when the price is right.