Disclaimer: This advice will only apply in certain cases.

Sometimes a domain upgrade will provide an instant credibility boost for your brand. A natural, authoritative domain name such as Apartments.com can reduce friction for word-of-mouth growth and also render SEM more cost-efficient.

That's one way to gain an advantage and level the playing field between yourself and more established players.

Maybe that isn't possible in your case. Impossible to say without knowing the circumstances.