Go Big or Go Home
Properazzi, the international property search portal based in Barcelona, Spain, announced today it has changed its name to Enormo.
They felt “that the new name will reflect our ambitions better and support our continuing growth”.
I actually liked the old name a lot (see Properazzi Takes a Snapshot of Europe’s Real Estate Market) and the new name doesn’t do all that much for me, yet. It feels kind of generic, and unrelated to real estate — but then again, who knew what a Zillow was before they launched.
Enormo claims to be the largest property listings web site in the world. They have over 2 million monthly visitors and lists over 6 million properties in 50 countries worldwide, including the USA.
US brokers and agents wanting to reach their international audience are encouraged by the company to submit their listing feeds.
Eduardo Garolera | Oct 30, 2008 | Reply
Hi Joel,
thanks for the mention!
I hope our name will be soon appealing to you
Rob Wagoner | Oct 30, 2008 | Reply
Naming a company is one of the most difficult and important things a business owner does. My business partner and I went round and round when we named our company. We finally settled for an acronym, URBaCS. We felt like Google, Zillow had the right idea. Create your own word and make it mean you or your product. I like Enormo. It combines your vision with something unique.
Lance Jepsen Author of Internet Marketing | Nov 4, 2008 | Reply
They just went from bad to worse. Coming up with a name to make yourself sound even bigger is a very bad marketing move. What Internet marketing has shown us is that a narrow focus and specificity is key. For example, think You Tube. What if You Tube was called Universe Tube or Enormous Tube? It probably would not be as successful as it is today.
This company would have done far better by coming up with a personal name that focuses on a specific niche market within the real estate sector, and then setting up several different websites that target each specific niche. For example, if they want property management companies to list on their portal, then a site called something like My Managed Homes would do. If they want individual homeowners trying to sell their home to list on their portal then something like My Home Advertised To The World would do. They should also have a specific niche that targets the market where there corporate headquarters is located in Barcelona, Spain. Something like MyBarcelonaHome would do.
Wide is the gate, but narrow is the way to paradise. Specificity is key.
This portal will probably fail within 2 years time with the current name and focus of the company being so broad. Think Sears’ and how they failed by adding more and more products to their huge catalog. People don’t want a “huge” corporation to do business with. People do business with people not corporations. People want to do business with a narrowly focused expert that can solve their specific problem, not a big “jack of all trades”. As the old cliche goes: He who tries to be everything to everyone ends up being nothing to no one.
Eduardo Garolera | Nov 7, 2008 | Reply
@Lance: its is clear that you are not positive about our new name, but we understand that changes like this generate different opinons, that´s fine!
Luckily, the reasons you present for justifying our failure can be widely discussed and conversation is something we adore.
A name that makes us sound bigger is not such a bad thing, just think on google and its meaning and we have an example that shows you´re not right.
Are we a “jack of all trades”? I think you only heard the name, but didn´t take the time to know about us or understand our bussiness model, we are specifically focused on real estate properties, that is what we are good at that is the only thing we do.
We sound wide but we´re narrowing to be able to offer local answer to our users needs, be patient, see our results in the next 3 months and let me enclose my e-mail in case you want to continue the conversation: eduardo.garolera@enormo.com.
Waiting to hear from you!
Rochester MN Real Estate | Nov 10, 2008 | Reply
Thanks for the international link … I practice Real Estate in Rochester MN … but deal with International clients due to the Mayo Clinic.