In a press release, Hemnet writes that the new business concept is a response to how the housing market has changed, and that it will provide the opportunity for earlier publication of housing.
"We see that early exposure creates greater interest and better conditions for a successful deal," writes CEO Jonas Gustafsson in a press release.
During a test period, home sellers have therefore been able to try paying for their ad only when and if the home is sold. According to Hemnet, this has been well received and the initiative is now being rolled out in stages, first in Stockholm starting in February, then Västra Götaland in March and the rest of the country in April.
The housing market has been characterized by reduced activity in recent months. Recently published November figures from Swedish Real Estate Statistics show, for example, that there were 8 percent fewer sales compared to the same period last year.
Hemnet has recently been challenged by sites such as Boneo and Booli, the latter a free service from the state-owned bank SBAB. Hemnet has also been under considerable pressure on the Stockholm Stock Exchange this year, with the share price halving since the turn of the year despite today's rise of just over 2 percent.
