The Mortgage Choice annual results display a disappointing market share trend which has fallen from 4.8 per cent of new loans in June 2006 to 4.5 per cent in June 2007.Managing director Paul Lahiff sums up the problem bluntly, "If there is one disappointment we have it's that our market share has been flat to slightly dropping, and that is not a position we are happy about."We intend to address it, and don't aim to get market share at any cost, but do believe we need to get that (market share) moving on an upward trajectory."When asked why Mortgage Choice lost market share, Lahiff replied it was a myriad of reasons, "but nothing we can particularly put our finger on, and it's hard to get a real reliable market share number so we don't know in fact where it has gone."The market wasn't overly impressed by the annual result, marking the stock down 3 per cent to $2.55 on light volume, which is only a few cents off 12 month lows. Mortgage Choice market capitalisation has now lost more than a quarter in the last three months, when a 12 month high of $3.47 was reached.To turn the business around a 15 per cent increase in advertising budget and new national positions such as head of sales and national head of recruitment, are part of a campaign to take Mortgage Choice to the next level.Lahiff said, "We want to take the brand to the next level, we want to help franchisees take their business to the next level and we want to take advantage of ongoing advantages in the west and Queensland and ride the coming wave in New South Wales and South Australia."For the twelve months ending June 2007, 33 new retail sites had been opened with 11 closed providing a total of 213. Lahiff anticipates the growth to continue, "We are opening a new branch every fortnight, and the prediction is this will continue into the next fortnights."