I think (Personally) where many newer domain real-estate developers/investors get side-tracked is with all the generic keyword domains. It paints an inaccurate picture that one needs a keyword phrase as a brand in order to benefit from search engines (Big mistake). While keyword phrases prove to be an asset for lead generators and doorways to a brand, they shouldn't necessarily be used as the brand.
When you see a keyword phrase brand, you can bet they are thinking of search engines and not humans (In most cases, not all). It's imperative that brands stand out uniquely and easy to remember for potential consumers (People). Good SEO/SEM can be executed on any brand to get it ranked with the keywords relating to the business, you don't need those keywords as the actual brand.
I think a lot of people don't realize that they have about 6 seconds to capture the interest and trust of website visitor. A generic keyword brand lacks in the area of authenticity, uniqueness, and falls short when it comes to establishing immediate trust.
At any rate, that's just my opinion among thousands of others.