Exhibit A
Mortgage Brokers work in Surprise
Surprise is a fast growing city in the northwest Valley, and the mortgage brokers working here sit alongside the loan officers attached to the builders and the banks that serve the new subdivisions. The searches come from people buying in those subdivisions, from retirees moving into the age restricted communities, and from homeowners looking at a refinance. The demand is spread across a long list of small firms and individual brokers rather than held by one large brand, which means the searches are fragmented and local. Paid search in this trade is expensive because national lead sellers bid on the same terms, so the organic and AI results carry a lot of the weight for a local broker. The searches are specific: a loan type, a neighbourhood, a first purchase or a refinance.
