Exhibit A
Mortgage Brokers work in Gainesville
Gainesville is a mid sized Florida city with a large student and university population, a steady flow of people moving in for work at the university and the hospital, and a surrounding county of smaller towns. Mortgage brokers here compete with the banks and credit unions that already hold local deposits, and with the national online lenders that show up in paid search on every loan query. The paid search worth in this market sits mostly on purchase and refinance terms, where a click from someone actively shopping a loan carries real value. The firms taking that demand are a mix of local brokerages and loan officers who work under their own name, plus a few franchise brands. The demand available is steady rather than seasonal in the way a resort market would be, because people buy homes here through the year and refinance when rates move.
