When Realogy Corp.'s newest real estate franchisor, Better Homes and Gardens Real Estate, was preparing for launch four years ago, the company worked to build its website and intranet tools in-house and also hired Genex, a well-known Los Angeles firm, to work on the company's website design.Better Homes and Gardens Real Estate's intranet, dubbed "The Greenhouse," provides lead management and branded marketing tools for agents that help them make the most of Internet leads.Considered state of the art at launch, "The Greenhouse" helped Better Homes and Gardens Real Estate get off to a fast start, said CEO Sherry Chris.Now, as the franchisor continues to grow, it's hired an outside firm -- Kirkland, Wash.-based Market Leader Inc. -- to provide next-generation agent tools that can scale with the company's growth."Technology changes quickly," Chris said, and late last year Better Homes and Gardens Real Estate began looking at whether the company wanted to buil...
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