Swedish real estate market faces rising competition

The Swedish real estate market is experiencing increased competition and shifting dynamics between digital platforms and traditional brokerage services. Hemnet has launched free advertisements as part of a competitive struggle against Booli. This rivalry has drawn criticism from real estate professionals regarding Booli’s practice of “scraping” advertisements from other sources.

Beyond digital platforms, the role of the real estate agent remains significant due to their local networks. Agents act as hubs connecting homeowners, investors, banks, and local authorities, often facilitating transactions through personal relationships and pre-market knowledge before properties are publicly listed. The growing importance of the pre-market sector and the evolving influence of major property portals continue to reshape how buyers and sellers navigate the housing market.