Exhibit A
Estate Planning work in Surprise
Surprise is a retirement heavy city, and estate planning demand here follows the people who move in. The searches that matter are local and specific: wills, trusts, powers of attorney, probate help, and the questions people ask when a spouse dies or a parent needs a plan. The firms competing for those searches are mostly small owner operated practices and solo attorneys, with a few larger Valley firms reaching in from the east side. Paid search on the core terms carries real cost per click because the cases are worth a lot, which is why most of the local competition sits in organic results and in the map pack rather than in ads. The demand is steady and it is local, and the practices that publish answers to the questions people actually type are the ones that show up when a Surprise household starts looking.
