Hemnet: Pricing Strategy Evolution
Former Commercial Director at Hemnet
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Hemnet: Pricing Strategy Evolution(October 21, 2025)
Former Commercial Director at Hemnet
Interview Transcript
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How was that segmented?
Initially, we started with one product and one price. Then we transitioned to having one product with 12 price points, which were split by asking price. This is the standard pricing setup for agents in Sweden, so we followed the Swedish business model. When we introduced the packages, it added another dimension to the pricing. We then regionalized it and introduced moving components, allowing prices to change depending on the conversion of different packages in various regions.
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How was that segmented?
We also introduced other parameters. The basic split was by parameters, but within regions, we considered the level of interest and competition. This would justify a higher price in hotter markets, while in rural areas with fewer properties, prices remained low to avoid creating a pricing barrier in colder markets.
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How was that segmented?
We pushed higher price ranges significantly, especially for higher-value apartments or homes in hotter regions, like bigger cities, where the volume was. This change in pricing model and structure, along with moving from annual to bi-monthly price changes, accelerated growth. The first growth phase was driven by this pricing strategy.
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