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Partner Interview
Published December 19, 2025

Hemnet: Pricing Fatigue & Booli–Hittamäklar Lead Economics

Executive Bio

Current Franchise owner at SkandiaMäklarna

Summary

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Interview Transcript

Disclaimer: This interview is for informational purposes only and should not be relied upon as a basis for investment decisions. In Practise is an independent publisher and all opinions expressed by guests are solely their own opinions and do not reflect the opinion of In Practise.

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How many properties did you list each year from 2019 to now? What's the evolution of inventory that you list on the marketplaces and on your own site, basically, because you have a website with your own inventory as well, right?

Correct. In 2020, we sold 450 houses. In 2021, it was 420. In 2022, it was around 290. And in 2023, it was 260. Right now, I believe we have listed around 300 properties this year. But this year is a bit harder because not as high a percentage of homes get sold. In previous years, it was around 90%. I believe it's around 80% that gets sold today.

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Even if they have more views because more people are into Hemnet, or not really?

Yes, more people are on Hemnet. It's the biggest site. But I feel like every quarter Booli is increasing because if you sell your property, you want to know where buyers are looking. People are looking at Hemnet, but Hemnet has shot itself in the foot with all these packages. If you see something on Hemnet listed today, it might have been listed a month, six months, or even a year ago. Listings that don't get sold just get pumped and dumped on the first site each month.

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