Swedish Challenger Booli Secures Powerful Partnership ahead of Hemnet Showdown

The Swedish press is reporting that Booli, Sweden's second portal, has entered an agreement with the agency group, Fastighetsbyrån, as industry pressure for a valid alternative to Hemnet ramps up.

According to Dagens Industri, Fastighetsbyrån CEO Ulrica Hedman says the collaboration will give customers "a better choice" in the highly centralised Swedish market, where more than ninety per cent of transactions close via the dominant market leader, Hemnet.

Under the terms of the new agreement with Booli, Fastighetsbyrån will be empowered to manage and control listings published on the portal, including how and when to advertise off-market and pre-market listings. Previously, Booli simply scraped listings data to power its portal.

It's a significant boost to the agency group, which will see itself as more of a collaborative partner, rather than a 'victim' of scraping.

Hedman said:

"We want to give our customers a better choice. We are choosing a different direction now, based on customer demand. We notice that more and more people are choosing not to advertise on Hemnet and therefore we want to give our customers a better choice."

Meanwhile, Hemnet's share price is plummeting—more than 50% in the past six months, and an astonishing 72% from a record high in March 2025.

Dagens Industri suggested in its report that as many as thirty per cent of Fastighetsbyrån customers have left Hemnet since the turn of the year. As a point of comparison, less than ten per cent of agents opted out of advertising on Hemnet in the first two months of 2023.