Exhibit A
Mortgage Brokers work in Atlanta
Atlanta is a city of distinct submarkets, and mortgage work follows them. Searches come from people buying in town, people buying in the northern suburbs, and people refinancing homes they have owned for years. The demand is spread across the metro rather than sitting in one downtown postcode, which means a broker who publishes about the places they actually lend in meets searches that a single city wide page never reaches. Franchise branches and independent owner operators both compete for this demand, and the independents win it by being specific about neighbourhoods, loan types and the local purchase process.
