An International Outlook: 12 years of Listings in Sweden
Let’s break away from the traditional mold and talk about online listing services in Sweden (where I live).
Among the first to display listings online
Already in 1996 it was possible to search for houses on sale using Internet through the Bovision service. (The service was a spin-off from Capitex a provider of CRM tools for residential brokers. In 2006 the Finish media company Alma Media acquired Bovision.)
The Associations of Realtors make their move
In 1998, two years after Bovision’s entry, the two Swedish associations of Realtors decided to create their own listing service, named Hemnet. This was done in co-operation with the two largest brokerage firms in Sweden and two large newspapers. Within a year Hemnet was larger then Bovison. Today Hemnet is used by ‘almost’ all the 2 000 brokerage firms in Sweden and has the most traffic (by far).
Hemnet has over 1 million unique visitors every week and is among the 15 most visited Swedish sites. According to a survey done by Hemnet in spring 2007, 48% of people in the age group 18 – 70 years (approximately 3 million out of the 9 million inhabitants in Sweden) use Hemnet on a ‘regular basis’. Another survey shows that 70% of the buyers states that they found the new home on the Internet.
The next generation
For a number of years little happened in the market of listings. Then in late 2007 a new player entered the market — Booli. It was founded by Daniel Kaplan, a successfully serial entrepreneur who believes the user experience of searching for new homes could be done better.
In contradiction to Hemnet and Bovision which the brokers feed with information; Booli is a search engine crawling ‘all’ the Swedish brokerage firms sites for listings.
It’s to no surprise that this approach has caused some upset feelings in the brokerage market (especially from the owners of Hemnet).
However, there are brokers who are delighted to see developments in the area. Some even go public like the CEO of Bjurfors, one of the larger brokering firms. In this press release, he compares Booli with US services like Zillow, Trulia and UK based Rightmove.
In spring 2008 another service also saw the light, Bospindeln. Not as advanced as others but very fast and also includes homes for sale by owners.
The most recent to enter the Swedish market is Properazzi, the international search engine. However, they are just in the start up face and does not include a greater number of listings.
Example of listings
Here are a few examples on how an actual listings care displayed on the Swedish market. A house, an apartment, another apartment (which also displays the most current bid).
After an promising start with online listings in Sweden in the mid 90’s the development was slow for a number of years. But during the last 9 months more has happened on the market then ever before.
The new services have great functionality and some also great coverage, but it is a long road to take on Hemnet. However, just the presence could make it better for the consumers since the competition will put pressure on Hemnet to improve their offerings.
Kauai real estate guyPosted at 16:47h, 22 July
Booli is an interesting new real estate search idea. Very similar to dothomes.com which just launched in the US and originates from the UK.
The problem with a search like Booli’s or DotHomes is that the content is not fresh and up to date. When you’re pulling content from other websites, you’re not able to remove homes that have just been sold and add homes that have just been listed.
Ashley RiggPosted at 00:55h, 23 July
Great site. Just what I was looking for. We evaluate European property portals and I don’t know much about Sweden. You may be interested in this list I created from the new SEOMOZ tool
Should have added Hemnet and Bovision.
Elena ShuvalovaPosted at 02:36h, 24 July
When I’m looking at Russian Real Estate sites now, I feel myself like a time traveler. It looks like sites at USA about 3-4 years ago. We have our little Zillow/Trulua like sites or Russian Realtor.com sites, but they are at the beginning. Maybe they can go threw the mistakes of Trulia and Zillow maybe not. Most web portals looks like Lead Generation 1.0.
Now we have a lot of investing in Russian real estate web. One of the latest Real Estate Web2.0 Russian portals declares that they spend 2 million dollars on it.
The main problem of Russian RE is that we do not have MLS. Lately Russian NAR told that they can make something like that, but maybe it’s only words.
The big problem that I see – It’s not so many good programmers and geeky realtors.
And the thing is, that typical Russian house doesn’t look so luxury like Beverly Hills apartments.
You can look at
Sorry for bad grammar :-). My native language is C++.
WochenrückblickPosted at 09:23h, 27 July
[…] Eine schöne Übersicht zur Entwicklung der Internet-Immobiliensuche in Schweden innerhalb der letzten 12 Jahre gibt es von Magnus Svantegård im GeekEstateBlog. […]
Jeff in HawaiiPosted at 20:05h, 27 July
The Booli site is really cool plus it has a very clean desgin and seems easy to use which is very important! The more simple you can make things for the user the better off you are 🙂
Pecocet.Posted at 18:18h, 11 July
Pecocet. Pecocet online….
dieta personalizataPosted at 18:20h, 03 January
I was beeing scouring the Internet for such info and i wanted to say thanks to you for this post. By the way, just off topic, how can i find a version of this theme? – 10x