Have a keyword phrase which I can reg. The singular gets better results in Google keyword tool - 1300 exact per month vs 130 for the plural. But broad match is the reverse with 1900 for the singular vs 2400 for the plural. My thinking is if I rank for the plural I will automatically rank for the singular thus covering both. Plus the plural just sounds better as a domain name - eg: londonmortgages.com rather than londonmortgage.com I am going to develop this as a full lead generating site (nothing to do with mortgages by BTW) so can reg both anyways but need to choose which one becomes a website. Thoughts?