Hemnet: Home Sales Funnel & Booli’s Ascent

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This topic is very interesting, and we might come up with new questions. Let's start with the chapter on the market environment, the process of selling homes, and the agent's role. First of all, how many days does it take to sell a house or apartment in your region? How has this metric changed over time, pre-Covid versus post-Covid, and even before that?

I can tell you right away, during Covid, you didn't even have to be a broker in Sweden to sell. It was the easiest thing to do. You put the house on the market, and during Covid, let's say six or seven months into the pandemic, you put a house or an apartment up for sale, and within 5 to 10 minutes, someone would call and offer you 50,000 Euros above the starting price. It was so easy to sell during the Covid period. Every house, every listing you took on, it was a 100% certainty it would sell.

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So you are getting like 6% back from Hemnet or something like that?

Yes, we received one million from Hemnet last year, actually 1.2 million. It was a significant amount of money. And that's pure profit.

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Moving forward, let's compare a hot market versus a soft market. When you have very few days to sell versus when you need a longer time, are you more inclined to use one advertising platform over the others? For example, Booli or Hemnet when the market is hot versus when it is soft? Our assumption is that when the market is very hot, you list more on Booli because people don't need to pay for Hemnet. Correct us if we are wrong.

Yes, 100%. You don't need Hemnet when the market is hot.

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