Twenty percent of Internet users type in keywords and add dot com so they can find the site most likely to provide their needs. When they type in [keyworddomain].com they are using Direct Navigation also called Type-In Traffic. One fifth of all Internet users enter the keywords without spaces and put dot com on the end.
A customer that has direct navigated to your site using a keyword domain name is already a qualified lead looking for your specific offering. Direct navigation traffic converts into sales at 4.23% of total visits compared to 2.3% for searches performed at search engines. You can have customers coming to your keyword site already engaged in your offerings.
For example hotels,com is the gateway to all hotels. If a hotel owned it they would own the gateway to the entire industry. They all turned down the purchase, about 1 million 15 years ago, because they already had their "branded "name and bragged they got it for $10.00. Any one of the major hotels could have afforded to buy it at one million dollars. By the way, hotels.com is now appraised at $84,500,000 for the name only. Yes, 83.5 million increased value on the name alone in 15 years.
Get a keyword domain name even if you already have a branded company domain name. Don't make the mistake the hotels made. You can keep your branded company site and receive the benefits of owning a keyword domain name that represents your category on the Internet.