Exhibit A
Insurance Agents work in Memphis
Memphis has a steady stream of people searching for insurance help, and the searches come from across the whole metro rather than one pocket of it. The trade here runs through a mix of small independent agencies, captive brand offices and single producers working their own book, and most of them compete on the same handful of phrases a homeowner or a small business owner types when a policy is up for renewal. Paid search in this trade is expensive because a single lead can be worth a full commission, so the agencies bidding hardest tend to be the ones with the biggest budgets. That leaves a lot of search demand that never gets answered by a paid ad, and that is the demand a well built page can collect.
