Exhibit A
Mortgage Brokers work in Jersey City
Jersey City is a dense city of renters turning into buyers, and the mortgage searches that come out of it are shaped by that. People search by neighbourhood, by building type and by loan program, and they search in several languages. The firms competing for those searches are a mix of small owner run brokerages, teams attached to real estate offices, and franchise branches with national sites behind them. The national sites tend to rank on broad terms. The neighbourhood level searches are where a local brokerage can hold ground, because those pages have to name Jersey City streets, transit stops and housing stock to be useful. Paid search on mortgage terms in this market is expensive per click, which is why organic pages that answer specific local questions carry weight over time.
