Exhibit A
Financial Advisors work in Lansing
Lansing carries a steady base of financial advice demand. State government employment, the insurance and healthcare employers around the city, and the university corridor at East Lansing all put households here on a payroll with a pension decision to make. The searches come from people planning a retirement date, from families settling an estate, and from owners of small firms along Michigan Avenue and in the surrounding townships. Paid search in this trade in Lansing is bought mostly by the larger regional firms and the national brands, while the independent practices and owner operators rely on referrals and on being found in the map results. That leaves a wide band of ordinary search demand, the kind a person types when they want a local name, that a well built site can hold.
