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Market Leader sees franchisors as path to agents’ wallets

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Real estate software and marketing company Market Leader Inc. says it's looking to grab a bigger piece of what it says is an $11 billion pie by continuing its strategy of partnering with franchisors and brokerages to upsell their agents premium services, squeezing out small providers in the process.In reporting fourth quarter and 2012 results this week -- Market Leader said trimmed its net loss for the year to $7.8 million, down 45 percent from 2011, as revenue grew by 32 percent to $45 million -- CEO Ian Morris laid out the company's strategy to more than double its revenue by the end of 2015.In a conference call with investment analysts, Morris said Kirkland, Wash.-based Market Leader "is quickly becoming the central nervous system of the real estate industry," and is looking to "increase our share of wallet." Thanks in large part to its partnership with Keller Williams Realty International, the company is now providing its integrated lead generation, customer ...