Also called land rush · landrush period
Landrush, explained
Each registry designs its own launch, so landrush rules vary. Applications are typically collected over a set window; a name with one applicant is allocated at the landrush price, and names with several applicants often go to an auction among them. Some registries skip landrush and run an Early Access Period instead, where the fee starts high and falls each day until general availability.
For an investor, landrush buys priority, not value. You pay more for names in an extension with no resale record, sometimes with premium renewals attached, while the aftermarket stays concentrated elsewhere: in 2025, 66% of Sedo's sales were .com names, according to the Global Domain Report 2026. The common mistake is reading a crowded launch as proof of later demand, when many landrush bidders are other investors. If you take part, buy only names with a clear end-user audience in that extension, and model the renewal bill before you apply. Launches from ICANN's 2026 round, which received more than 1,600 applications, are still ahead.
Example. In a landrush for a new extension, an investor applies for a few generic terms with obvious local business buyers and skips names whose only audience is other investors.
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Education, not financial, legal or tax advice. Domain investing is speculative and most domain names never sell. Read the disclaimer.