Exhibit A
Lawyers work in Surprise
Surprise is a fast growing city in the northwest Valley, and the legal work follows the households moving in. Family law, estate planning, probate, personal injury and real estate matters all get searched from the 85374, 85379 and 85388 ZIP codes. The firms competing for those searches are mostly small owner run practices and a few regional firms with a Valley wide presence. Franchise style legal brands have little footing here, so the local search results are shaped by individual practices and how visible their websites are. Paid search around the city carries real cost per click because injury and family keywords attract bidding from firms across the Phoenix metro. That is the demand available in Surprise, and it is steady rather than seasonal at the top of the funnel.
