.lefrak

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Status:	Proposed
Registry Provider:	Verisign
Type:	Brand TLD
Priority #:	1308 - LeFrak Organization, Inc.

.lefrak is a Brand TLD being proposed in ICANN's New gTLD Program. The applicant is LeFrak Organization, Inc.

Application Details

The following is excerpted from the applicant's response to question #18:

"The .lefrak gTLD will create a new generation gTLD serving the interests of customers and end users by providing an authoritative Internet space where information and resources regarding The LeFrak Organization’s (LeFrak) real estate products and services can be easily and intuitively accessed. The .lefrak gTLD will be closely controlled by LeFrak and will be utilised to provide targeted services and content to customers. Domain name registrations in the .lefrak gTLD will be predominantly used in the promotion and communication of the LeFrak brand and services. A subset of domain names has the potential to be created for Lefrak’s specific real estate development, investment and management products and services, as well as for communication and marketing purposes, with internet users assured of brand authenticity.

Founded in 1901, LeFrak and its affiliates own an extensive portfolio of real estate concentrated in the New York, Los Angeles, and London metropolitan areas. LeFrak focuses primarily on the development of and investment in the residential and office sectors but affiliates also own significant hotel and retail assets. Recognized as one of the world’s leading building firms, LeFrak and its affiliated companies have developed and built a majority of their own property portfolio. The firm continues to maintain internal development and construction management capabilities and has been acclaimed internationally for responsible community development. In this regard, consumer trust and continuous innovation are paramount considerations in all its activities. LeFrak believes the .lefrak gTLD will further strengthen its responsible corporate presence in the communities in which it serves, lives and works. The new .lefrak gTLD will strengthen LeFrak’s reputation and increase awareness of its real estate products and services, as well as simple and easy navigation for customers and internet users.

..

Given the restricted nature of the .lefrak gTLD, the projected number of registration is likely to be limited. It is anticipated that a more limited number of about 5 domain names will be registered in the first year. However, over the next few years, the number of registrations is likely to increase to around 15 domain names as LeFrak develops and implements new services and marketing campaigns.

As the new .lefrak gTLD expands and evolves, LeFrak will continue to comply with all operational, technical and policy requirements, as well as maintaining consumer trust and the stability of the internet. LeFrak will keep ICANN reasonably informed of any material developments relating to the .lefrak gTLD including compliance with the continued operations instrument obligations as set out in Specification 8 of the Registry Agreement."