A person is running mortgage numbers on a mobile site’s mortgage calculator while visiting a large new housing development:

  • “Get your real estate license online — start today!”
  • “No purchase fees with your next mortgage!”

correct answer:

  • “No purchase fees with your next mortgage!”

explanation:

This ad uses the context provided by mobile to offer something supportive. This is a person with an I-want-to-know micro-moment on their way to an I-want-to-buy micro-moment, and here’s a discount to help it along.