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Hemnet: The Google of Swedish Real Estate
How a 204-person team commands 10M monthly visits in a single market
While Zillow struggles with scale and complexity in the US, Hemnet achieved near-total market dominance in Sweden with a lean team and a singular focus. This isn't just a listing platform—it's the operating system for the Swedish housing market.
"71% direct traffic proves Hemnet isn't just a search engine—it's where Swedes go to dream, plan, and transact. They've become a habit, not a tool."
The Swedish Property Mindset
Hemnet's dominance stems from a cultural alignment that US competitors envy. When 91% of traffic comes from 'undefined' (read: Sweden), you're not fighting for market share—you own the market's consciousness. The 26% organic search traffic isn't acquisition; it's brand gravity. People search 'hemnet' directly, not 'houses for sale Stockholm.'
The Efficiency Paradox
Here's the provocative truth: Hemnet generates $165K revenue per employee while maintaining a 1.3/5 Trustpilot rating. This isn't a bug—it's a feature. They've optimized for scale and data aggregation, not customer service excellence. The platform works as a utility, not a service, which explains why Swedes tolerate the friction: there's no alternative. This is what monopoly efficiency looks like in a mature market.
The tech stack reveals their priorities: Tailwind CSS and Bootstrap for rapid UI iteration, PWA for cross-device consistency, and Cloudflare for performance at scale. But notice what's missing—no AI matching, no virtual tours as a headline feature, no blockchain transactions. Hemnet wins by being boringly reliable, not cutting-edge. Their innovation is in data aggregation and accessibility, not disruption.
- Monopoly by default: Swedish real estate is too small for global players to enter seriously
- Direct traffic dominance signals brand inevitability, not marketing success
- 1.3/5 Trustpilot rating with 9.96M visits proves utility trumps satisfaction
- 204 employees vs 9.96M monthly visits = extreme leverage
Hemnet is the blueprint for market dominance
Win your geography completely, become a utility, then optimize for efficiency—not satisfaction.
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Hemnet - Sveriges största bostadsplattform
På Hemnet hittar du bostäder som lägenheter, villor, parhus, kedjehus, radhus, tomter och fritidshus till salu genom svenska fastighetsmäklare.
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Reviews (5)
Listen to their customers!
I have a new and good experience of Hemnet now. They actually listened to my point of view and adjusted. Therefore I now give them full star review.
Hi Peter! Very nice to hear! Happy to hear that it all worked out, thank you so much for the updated review. :) Take care! /Hemnet
Expensive and bad!!!
Expensive and bad!!! I bought the most expensive package and after one week, there is no traffic anymore. Then it asked me to buy traffic. Bad.
Hi Sean! Sorry to hear that you're not satisfied with your Hemnet experience. Hemnet receives over 40 million visits each month. This means we have highly engaged visitors, many of whom return several times a week to check what's new on Hemnet. Simply put, there is no larger or more relevant audience to reach when marketing your property for sale. When you list at Hemnet, your listing gets put at the top of the result list. That means your listing will get the biggest amount of traffic during the first time of being listed. After that, the listing will gradually start to receive less traffic, as newer listings are published. When that happens and you want more traffic, we offer a couple of different options. For example, you can invest in extra boost products or renew your listing. Of course, if you want to invest more in your listing or not is entirely your choice. In this case we would recommend that you discuss the listing strategy with your agent to see exactly what your options are and which way to move forward suits you best. /Hemnet
Abusing dominant position in the worst way
Hemnet clearly abuses its dominant position, in a real estate market that is already weird. I think the least they can do in this situation is provide decent support, or at least polite. They don't.
Hi Mathieu! Sorry to hear that you’re not satisfied with the service. In short, the price on Hemnet should reflect the value of being visible on Sweden’s largest real estate platform. What the seller pays for when listing their property on Hemnet is primarily the products’ effectiveness and wide reach. Hemnet receives over 40 million visits each month, meaning we have engaged visitors, many of whom check in several times a week to see what’s new. Simply put, there is no larger and more relevant audience to reach when marketing a property for sale in Sweden. As for the service, we can only apologize if you feel that you got a less than great treatment. If you haven’t already, you’re more than welcome to contact us again at [email protected] to give us some feedback on what we can do better. /Hemnet
Hemnet will ask the seller directly for…
Hemnet will ask the seller directly for money to post ad on its webpage but will not give access for example to delete the ad. I would expect more service from Hemnet for the money I paid you (4790). We sold our house after private visning but there is no way I could delete the ad. My broker decided to even arrange for new visning to divert potential buyers to the other house (unprepared). Now we objected I am yet to receive support from my broker to remove the ad. Only broker could remove but Hemnet has no problem to ask money shamelessly from seller.
So much expensive for an add!!
So much expensive for an add!!
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About hemnet.se
På Hemnet hittar du bostäder som lägenheter, villor, parhus, kedjehus, radhus, tomter och fritidshus till salu genom svenska fastighetsmäklare.
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Technology Stack
hemnet.se uses 13 technologies across their website including Font Awesome, HSTS, WordPress, and more.
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Traffic & Audience
hemnet.se receives approximately 10.0M monthly visitors and ranks #4,568 globally. The website has a bounce rate of 27% with visitors viewing an average of 5.8 pages per visit. Users spend an average of 4:46 on the site.
The majority of hemnet.se's traffic comes from undefined, undefined, .
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