Hemnet Launches Free Listings and Begins Aggregation Initiative

Hemnet has officially launched its first list-for-free listings offer, following its announcement in September.

For the first time in Sweden, agents can publish listings on Hemnet's market-leading platform as the portal operator looks to maximise its listing coverage.

The initiative provides agents and sellers with free basic visibility early in the sales process and lowers the barrier to entry for sellers who are hesitant to fully market their property. Through agent-published entry-level listings, a risk-free basic visibility is offered on Sweden's largest property portal without any listing cost for the seller, while the agent can gather potential buyers and build interest around the property early on.

Jonas Gustafsson, CEO at Hemnet, said:

"We want to make the entry barriers to the housing market as low as possible. Many sellers are hesitant to start a process in uncertain times or when their plans are not entirely finalized. By opening up for free listings that the agent controls, we can offer sellers a safe starting phase and basic visibility early in the journey. This benefits mobility and creates a significantly better user experience for buyers.”

Meanwhile, Hemnet is set to begin displaying automatically aggregated listings sourced from agency websites. Hemnet says it intends to have almost total listing coverage in Sweden on 'day one'.

Hemnet has faced an agent exodus from its platform after continued price hikes in a slow market. The portal's listing coverage has fallen steadily as agents turn towards the challenger portals Booli and Boneo. In 2025, Hemnet's listings fell 13% despite a 3% uptick in home sales in Sweden.

The Swedish portal's Q3 2026 financial results are due to be published this week.