Exhibit A
Mortgage Brokers work in Las Cruces
Las Cruces is a modest market for mortgage work. The city sits around 110,000 people, and the surrounding county adds more, but the number of brokers and loan officers chasing that business is small enough that a handful of well written pages can put a firm in front of most of the local searches. Demand comes from three directions: newcomers tied to New Mexico State University and the research work around it, retirees moving into the retirement communities on the east side, and military households connected to White Sands Missile Range and Fort Bliss commuting in from El Paso. Paid search on mortgage terms in this market is thin compared with a metro like Phoenix, which means organic pages carry a larger share of the clicks. The field is a mix of national franchises with local pages and owner operators who run their own shop. The owner operators are the ones who benefit most from steady publishing, because a franchise page is generic and a local page can name the streets, the neighbourhoods and the loan programs that actually come up here.
