During a test period, customers were able to pay for their ad only when and if the home was sold. Now the initiative is being rolled out in stages, first in Stockholm starting in February, then Västra Götaland in March and the rest of the country in April.
This will apply to everyone, we are reaching out to the entire market so it is not linked to an individual brokerage firm, says CEO Jonas Gustafsson to TT.
Can choose for yourself
It will be up to the customer to choose the payment solution, but those who decide on the new option will have to pay more. However, Jonas Gustafsson does not want to reveal how much:
We think this product is significantly stronger and has significantly higher customer value, so it will be at a higher price point, but as I said, you have the option to choose, he says.
The new pricing model is being launched at a time when the Swedish housing market has been characterised 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.
Has changed
Jonas Gustafsson highlights that the market has changed in several ways: the number of homes advertised is now greater than what is being sold, and the sales times for homes have also increased significantly.
"We want to create mobility and transparency and we believe these initiatives will contribute to this. With the changes that have taken place, we are adapting to the current circumstances," he says.
Hemnet has also recently been challenged by sites such as Boneo and Booli, the latter a free service from the state-owned bank SBAB. There has also been sharp criticism from brokers, for example, about Hemnet's pricing, including the so-called Max package, which can cost up to 30,000 kronor.
However, Jonas Gustafsson defends the advertising package:
There is a great deal of freedom of choice for the seller to find your particular situation. When flying, there are different booking classes, Hemnet Max is our form of business class ticket. With our four packages and with what we are launching today, there is a great deal of freedom of choice.
