Hemnet Offers 'Under-The-Radar' Exposure for Strategic Partners

Real estate agents and brand owners who have entered into a strategic partnership with Hemnet can now make 'Under-the-radar' listings available to Hemnet's audience at the very earliest stage of the sales process.

According to a press release, Under-the-radar is part of Hemnet's strategic collaborations with real estate agencies and brand owners, addressing demand for more controlled launches when homeowners decide to sell their property.

Hemnet aims to contribute to a more transparent and efficient housing market where buyers, sellers, and agents can act sooner in the transaction. Through Under-the-radar, the ability to advertise on Hemnet under "upcoming" and "for sale" is complemented by exposure in the preparatory stage before the property is listed on the open market.

Hemnet Under-the-radar helps buyers find more homes on Hemnet earlier in the sales process before they reach the open market. Listings are shown under the "Upcoming" category and are marked as "Under-the-radar".

Jonas Gustafsson, CEO at Hemnet, said:

“With Hemnet Under-the-radar, we give our strategic partners the opportunity to combine their pre-market strategy with Hemnet's reach from day one. This allows agents and sellers to test market interest very early in the process, while more buyers get a better overview."

Hemnet recently switched up its revenue model to offer consumers a "sell first, pay later" product that monetises listings only after a transaction closes. In the company's monthly update for May, net sales amounted to SEK 126.6 million (173.4), a decline of 27% compared to the same period last year, while Average Revenue per Paid Listing (ARPL) grew by 13%.

Gustafsson suggested "a cautious recovery" for published listings in May, while "the 'Sell first, pay later' model delivers in line with our expectations. The fact that so many home sellers choose the 'Sell first, pay later' model confirms that the product meets a genuine need for security and flexibility."