From what I can tell, it looks like Knock was conscious of differentiating between, which it owned, and, which it didn’t own until 2017.Īn record shows that Knock used its domain,, as its page title as well as in offline marketing, clearly defining itself as .Īny confusion between and was alleviated in late 2017 when Knock secured. Knock initially launched as Knockaway, using before switching to Knock and the domain. The solidity of Knock’s brand is reinforced by its domain name,. This is something many people are looking to do in today’s tight housing market.Īs I mentioned earlier, one of the benefits of Knock’s generic brand name is that it could easily change strategies without rebranding. It also enables non-cash buyers to make all-cash offers. Knock now offers home loans with a twist, allowing customers to buy their new home before selling their old one in certain circumstances. In July 2020, after raising $434.5 million in disclosed funding, Knock announced a significant shift in strategy, moving away from real estate brokerage to focus on lending. Knock’s CEO, Sean Black, and COO Jamie Glenn were among the founding members of Trulia, a popular real estate marketplace launched in 2004 and sold to Zillow for $2.5 billion in 2015. This seems like a bold statement - especially before the housing boom of the past two years - but Knock’s founders were buoyed by their previous experience in the real estate market. A prime example is Knock.įounded in 2015, Knock began life as a real estate brokerage business, guaranteeing that homes would be sold within six weeks or Knock would buy the house itself. One of the major benefits of branding around a generic keyword or phrase is the freedom to pivot or expand the business beyond the initial idea. Knock’s generic name made it easier to pivot. The company’s generic domain made it easier to pivot its business model.
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