Exhibit A
Mortgage Brokers work in Reno
Reno is a mid sized metro with a steady stream of people moving in from California and buying in the valleys around the city. Mortgage broker searches here come from buyers relocating, from people refinancing homes they have owned for years, and from investors looking at rental property near the university and the industrial parks. The firms competing for those searches are a mix of small owner operators and branches of regional lenders, with a handful of national franchises holding the top paid positions. Paid search in this market carries real cost per click because a single closed loan is worth a lot, so the paid listings are crowded and the organic results below them are where a smaller brokerage can hold ground month after month. The demand is there across the metro and it spreads out into the surrounding towns, which means the searches are local and specific rather than one big generic term.
