Why you should use a custom domain name rather than a shortened URL

With the ever-increasing appetite of the online world to share and stay connected, some of the web pages that we want to promote have very long names. Particularly in real estate where it is easy to add a property to the website, like adding pages to a loose-leaf book, after a while the portal becomes full and searching for a particular property becomes more difficult, after all the client wants their property to be in top position as to them it is the most important. From a real estate agents point of view not that easy, as there are lots of agents working for the one company and they all want to be number 1.

Particularly when twitter came along so did the short URL's for everyone to use, great! except there are some problems!

Almost all the short URL services use domains from 2nd tier domain countries. In the case of Bit.ly, the .ly is Libya, where if the country for whatever reason decided that the service contravened some local law then the service may be shut down as was the case of vb.ly in October 2010, the LinkedIn shortened domains .In are in India, not saying that there is anything wrong with this, but it does add a layer to the redirection of your shortened URL, as with most things the more layers the possibility of something going wrong, remember Murphy's Law.

Spammers and hackers are notorious for using shortened URL's to hack and redirect people to pornography or phishing websites.
Here at www.customdomainname.com, we have developed a very cost-effective system to deliver a custom domain name (URL) for a very competitive price. Safe in the knowledge that there is no spamming, hacking or local law that may shut down the service.

As an example that a custom domain name can be very effective and efficient the following web address https://chasecommercial.com.au/commercial-property-spring-hill-5622.aspx , is 73 characters long and therefore does need to be shortened. Using Bitly service this comes out as http://bit.ly/2SjVkYo, 21 characters but using a custom domain name www.133leichhardtst.com it is just 23 characters.

Plus, who can remember the bitly address as it uses random characters. If you were an agent would you put the bitly URL on your printed material? even your emails? or an easy to remember custom name that is your sellers address. So Bitly did some research and you shouldn't be surprised what they found.

The Bitly analysis concluded that companies that utilized
Branded Short Domains  ( A custom domain name is the branded short domain version of the webpage address) consistently saw an increase in  click through rates. 
Across the domains Bitly tested, Bitly found that Branded
Short Domains drove up to a 34% increase in CTR (Click Through Rate), with  some variation below that number depending on the 
vertical. And this wasn’t just for links the brands shared
themselves—this same increase in CTR was seen across
the links that were shortened and shared organically by
the brand’s audience.
This means that there was higher engagement and
conversion rates when a Branded Short Domain was
used. For brands that shorten and share a larger number
of links, this impact is significant.

With the Custom Domain Name, you actual marry the physical world with the virtual world, so signboards, press ads, brochures, flyers, emails, and social media all have the same unique URL that is memorable and easy to remember.
Because the Bitly and other URL shorteners are free even your competition can get access to the data for the redirect and easily change the redirection itself.
Research from USA shows more and more people are now reluctant to click on a shortened URL for fear that they could be infected with malware or other types of virus and/or the redirection takes them to some other place.

On 30 March 2018 Google announced that it is "turning down support for goo.gl over the coming weeks, also Google's URL-shortener discussion group has frequently included messages from frustrated users reporting that specific shortened URLs have been disabled after they were reported as spam.
Some URL shortening sites use a number of advertising techniques, including interstitial advertising, (a pop up before you proceed to the web page) to generate revenue, although not all do this now, as time moves on and these sites need to generate revenue then it could become a real deterrent to people clicking on the short URL.

Some properties have a short URL for each media they are using, so there’s a URL for Twitter, one for LinkedIn, one for Instagram plus there is the original URL of the page where it sites in the website.

Solution, have one unique custom domain name that is memorable and has relevance to the property itself, thereby doesn’t matter what media is used, print, digital or even just telling someone over the phone what the URL is, then it makes the job of being effective and efficient an achievable goal.