Exhibit A
Mortgage Brokers work in Santa Clarita
Santa Clarita is a city of planned communities along the Santa Clarita Valley, and the mortgage brokers working here sit inside a market shaped by tract housing, commuter households and a steady flow of refinance and purchase searches. The searches come from people typing the city name and the neighbourhood names together, and from people comparing brokers before they ever pick up the phone. Paid search on broker terms in the valley carries real cost per click, which tells you the demand is worth money to somebody. The firms competing for it are a mix of local owner operators and branches of larger outfits, and the owner operators are the ones who win on neighbourhood level searches when they have pages that speak to those places. The demand is there to be claimed by whoever publishes the pages that match how people in Santa Clarita actually search.
