Exhibit A
Insurance Agents work in Newark
Newark is a city of renters and drivers, and both groups search for insurance. The agencies and brokerages that serve the city compete for the same searches: auto cover near the Ironbound, renters policies around University Heights, small commercial cover for the shops along Market Street and Ferry Street. Paid search in this trade in Newark is bought mostly by the larger brokerages and the comparison sites, which bid on the city name and the neighbourhood names. The agencies that win the organic results are a mix of independent owner operators and franchise offices, and the ones that publish pages for each neighbourhood and each line of cover take the searches the paid ads do not reach. That is the demand available in Newark, and it is steady because the city keeps producing new renters, new drivers and new small businesses.
