Exhibit A
Mortgage Brokers work in Hollywood
Hollywood is a dense rental market with a steady flow of condominium conversions and small income properties, and the borrowing behind those deals is handled by a mix of independent brokers and small storefront offices rather than by large national brands. Search demand for mortgage broking here clusters around refinancing, first loans on condos and loans for buyers who are self employed or working on contract in the entertainment trades. Paid search in the Hollywood area is contested by lead generation companies as much as by local brokers, which keeps the cost of bought clicks high and leaves the organic results as the steadier source of enquiries. The firms taking that organic ground are mostly owner operators with one or two licensed people, and they win it by publishing about the specific buildings, loan types and buyer situations that come up in this part of Los Angeles.
