We asked Ms. Buckley for more details on how she went about bringing Rate.com and Guaranteed Rate together. "For me, effective domain brokering is one part brand strategy, one part sleuthing and one part matchmaking. When I begin brokering a name, I start by identifying how end users would most intuitively use the name and then work from there. Most people, when they hear, Rate.com, immediately think mortgage rates, so I started there. I made a list of top national lenders who would benefit from acquiring a branding juggernaut like Rate.com and then started researching their current branding and growth strategy—that’s where the matchmaking comes in..."
