Scarcity & memorability

Short, one-word names (e.g., loans, cars, insurance) and clean two-word phrases are rare—especially in .com.au and .au—so they attract competition.

Local trust in .com.au / .au

Australian consumers and businesses trust the .au space. Names in .com.au (business-oriented) and .au (introduced more broadly in 2022) can convert better than the same name in a global TLD, lifting value.

Category-killer keywords

Exact-match or highly commercial terms (plumber, accountant, electrician, mortgage broker) can capture type-in traffic and click-rich search intent. Even without guaranteed SEO boosts, they're strong for brand recall and ads.

Revenue potential

If a name can credibly power a high-margin business (finance, legal, trades, health, property, travel), end-users will pay more. Investors price names based on potential lead value and ad CPC in Australia.

Clean history & existing signals

Aged domains with legitimate backlinks, brand mentions, or type-in traffic are worth more. A messy past (spam, penalties) cuts value.

Brandability & defensibility

Clear, pronounceable, pass-the-radio-test names that are easy to spell—and don't trip over someone else's trade mark—are safer brand foundations and thus pricier.

Liquidity & comparables

High-quality Australian names have a smaller but motivated buyer pool. When strong comps exist (similar sales in the same niche), sellers anchor to them—pushing prices up.