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Home loan deals on wheels

Mobile Mortgage motorcoach serves as a non-stop billboard

Joe Aaron likes to be stuck in traffic. In fact, he often seeks out the most crowded roads. "A lot of times, I'll plan my trips in the worst traffic," said Aaron, owner of Mobile Mortgage. "As I'm sitting there in the slow lane, I've got thousands and thousands of cars driving by. Give me a couple calls back off that and I'm happy." Aaron, who's been in the mortgage field for about a decade, officially started Mobile Mortgage's engine in January. Aaron drives the 37-foot diesel custom motorcoach all around Southern California as a way to advertise his mortgage services. He parks at football games, baseball games and even drives the coach to concerts where he'll pay the extra premium to park in the VIP section near the entrance. Sometimes he just parks near busy streets during rush hour. For Aaron, it's all part of carving a niche in an increasingly competitive field. He knows he can't compete with large companies that spend upwards of half a million dollars a month on advertising. Ins...