Niederman on

Peter Niederman thinks that owning could boost online traffic to Kentwood Real Estate by as much as 25 percent.

“I hadn’t thought of it in terms until you asked, but if we can pick up another 20 percent or 25 percent in Internet lead generation business, I would be thrilled,” said Niederman, the CEO of Kentwood Real Estate, who announced today that the residential real estate brokerage company had bought

Two years ago, Niederman bought and also owns

“Now, I’m not saying that our sales are going to rise by 25 percent, but I do think it is not unreasonable that we might see that kind of Internet lead generation increase because of”

As previously reported by, Kentwood bought from Boulevards New Media Inc.. Boulevards owns many city names, including, San and Los

Niederman has wanted to get his hands on for the past two years. The amount he paid was not disclosed, but a trade journal described it as a “seven-figure deal,” which would mean it sold for at least $1 million. Boulevards paid $6,250 for it in 1996. Kentwood sold more than $1 billion in homes last year and expects to sell as much as $1.4 billion this year.

“Truly, I am bringing it home,” Niederman said. “I think that Dan Pulcrano (CEO of Boulevards) understands it is nice to have the ownership in your backyard. He was a true gentleman and a pleasure to work with.”

Kentwood has a multiyear contract to continue to work with Boulevards.

Niederman said that owning the online name of a city is a rare event.

“It’s a once-in-a-lifetime opportunity,” he said. “I think it is a real coup. If the National Association of Realtors is correct, and 94 percent of all buyers start their search on the Internet, you want to own those key phrases that they will search. In my mind, there is no better keyword phrase than That’s true in any city. If you were in Chicago, you would want to own”

Niederman said that when he made the announcement to his company’s three offices — the Kentwood Co. in the Denver Tech Center, the Kentwood Co. at Cherry Creek and Kentwood City Properties in downtown — brokers were thrilled.

One of them was Tom Cryer, a broker in the Tech Center office.

“When Peter sent out a group email to all the brokers today, I replied by saying: “Well done, Peter.

“What is to dislike about it? It is I just think it is a great thing,” Cryer continued. “Ultimately, this is going to drive more traffic to us. As fast as information is moving to mobile integration, will be a natural for people searching on their phones. It’s all about SEO, man.”

SEO, or search engine optimization, is using keywords to improve visibility on the web.

Cryer said is a big step in increasing SEO for brokers at Kentwood, which he said will give him and other brokers at Kentwood a  competitive edge.

“One thing that Peter has been really striving for is having Kentwood being found organically,” Cryer said. “Just having has increased our page view growth substantially. So I can just imagine what will do.”

Niederman said that he thinks will not only help his real estate business, but also will provide a platform to get the word out about many aspects of living in Colorado.

“I can see using it to provide information about cultural attractions, sports, entertainment and tourism. There ultimately will be a big lifestyle component to it.”

Have a story idea or real estate tip? Contact John Rebchook at is sponsored by Universal Lending, Land Title Guarantee and 8z Real


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John Rebchook

John Rebchook has more than 30 years of experience in writing and communications. As the Real Estate Editor for the Rocky Mountain News, he wrote about residential and commercial real estate for 26 years. He has won numerous awards for business stories and columns that he wrote, both as an individual and part of teams. In addition to real estate, he also covered economic development, banking and financing, the airlines, and cable TV for the Rocky. In addition, he was one of the original freelance writers for, covering commercial real estate for the Internet publication.

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