(Response to your PM pending... it's open in another tab and just haven't had a chance to finish it yet!)
I think the first thing that you have to consider is who is your customer, and who is your consumer. The landlord is your customer, in the sense that you are hoping they'll buy advertising space from you. The consumer, on the other hand, are those viewing the listings on your website. I wouldn't put any particular emphasis on impressing either the landlord or the tenant in this case. They're both equally important, and here's why...
There is a saying that goes "If you are not paying for it, you are the product."
What that means is that...
- Running a business, you need to sell something to make a profit
- At the surface, you may seem to be selling advertising space to property owners
- But it goes deeper than that
- That advertising space is only any good if it reaches the eyeballs of prospective tenants
- Within that, your advertising space will be much more valuable if it reaches, say, a million tenants, as opposed to 100 tenants
- That being said... you are not selling advertising space, per se, but rather, the attention of those viewing your website
- Meaning, your mission here is to attract as many viewers as you can, so that landlords will want to pay you
- Because the landlords want viewers. Viewers turn into tenants.
So, if I were in your position, I'd look at perhaps offering an aggregation service of rental listings from other sources.
Because you have to consider the intention of your bread and butter product; the viewer - their intention is to find a place to rent. If you have the capability of SHOWING them a place to rent, that makes your website all the more attractive.
The question here, however, is... how will you differentiate yourself from the craigslist, viewit, and kijiji type sites out there? You are competing with them for the exact same set of eyeballs - and inherently, the same landlord's advertising dollars.
With that being said, I'd put more emphasis on product development than I would a domain name. If you make your product unique, it makes a name for itself, in effect.
To answer your question regarding a name specifically, though... this is where the "customer/consumer" aspect of it all comes back into play. Since you're attempting to attract the attention of tenants, you want to brand your site in such a way that it appeals to them.
So, think about what words or what terms are ones they could relate to. "Perfect place", "an apartment", "somewhere to crash", "a cool flat". Speak their language.
I know I said to put no particular emphasis on impressing either party, but if you haven't got viewers, you haven't got advertisers.
My advice in sum:
- Develop your product first, so that it's attractive to tenants, beyond existing services that they might currently be using; and name it according to what appeals to them ("managecanada", to me, speaks much more to the landlord)
- Then, once you've got viewers, then you can command a premium to the landlords; since you have what they want
- Once you take care of them with tenants; they take care of you with advertising
