Exhibit A
Insurance Agents work in Lexington
Lexington is a mid sized market with a steady base of independent agencies and captive agents working alongside each other, and the search demand follows the households rather than the downtown offices. People here search for coverage by neighbourhood and by life event, a new house in a subdivision off a county road, a teen driver added to a policy, a small business opening on a side street. The paid search around insurance terms in Lexington is competitive because national carriers bid on the same phrases, which is why the local searches with a place name attached carry the most value for an agency that answers its own phone. Franchises and owner operators both compete for that demand, and the owner operator wins it by being the name that shows up for the street, the school district and the town next door.
