I remember laughing when my friend Tom dropped $3,000 on Cars.net back in 2007. “You paid what for a website address?” Now, fifteen years later, I’m not laughing anymore, and Tom’s domain portfolio is worth more than my 401(k).

Look, digital real estate isn’t sexy like flipping houses or day trading, but it’s probably smarter. Premium domains—those short, catchy .coms that instantly make sense—are essentially internet beachfront property. There’s only so much coastline, folks.

What’s crazy is how few entrepreneurs understand this. While you’re grinding away on SEO and social media algorithms that change every six months, premium domains just… appreciate. They require no maintenance beyond an annual $10-15 renewal fee. No tenant calls at 2 AM about broken toilets. No inventory that goes obsolete.

The numbers speak for themselves: Voice.com sold for $30 million. Hotels.com for $11 million. Even seemingly random combinations like XF.com have fetched seven figures recently.

Here’s what makes this game particularly sweet: unlike cryptocurrency or tech stocks, premium domains have a concrete floor to their value. They’re useful. They serve a business function. Someone, somewhere will eventually need that exact name.

Is every domain a goldmine? Of course not. But if you understand market trends and can spot emerging industries before they blow up, you’ve got yourself an investment class that routinely outperforms the market with substantially less volatility.

So while everyone else is chasing the next big thing, maybe consider the digital land grab that’s been happening quietly since 1995. The best time to buy was yesterday—the second best time is today.