Even if the fort was in the way of many trading routes, masters and merchants needed lots of time to travel there.
But here? This city was connected by these portals to lots of places. Be it far or near, any place connected to here would be considered as the backyard of this city.
William already knew how expensive the tickets of using portals were. He bought a set of tickets for his two hundred team members, changed the date once, and then Lara decided to put his tickets on hold until he'd make up his mind about the date of moving out.
Putting all this together would make everything possible. As his name was known at many places but here, then why would he just limit recruiting masters to just this city?
The main issue of not belonging here would be easily solved by the membership he was looking for. Not to mention this would serve as a grand tempting part for anyone hearing about the recruitment news.