Anyone who has ever sold or bought a home is probably not completely unfamiliar with the Hemnet page. There, private individuals can post ads for the homes they want to sell, or go in to look at homes for sale.
When Hemnet was founded, it was free to post housing ads and to have them on the site. Even today, it is free with most other players to post housing ads on their platform.
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Expensive to sell a home on Hemnet
In 2016, large parts of the company Hemnet were sold to American actors and two Swedish investors. The deal was controversial. Since then, prices have been introduced for customers who want to post housing ads, something about P1 The wallet was the first to report on.
– I have had many customers who reacted to this, says the broker Carl Troedssonto the channel.
The price has since increased significantly.
In 2017, it cost an average of SEK 1,000 to post an ad on Hemnet. Today, seven years later, the corresponding figure is SEK 6,300. The price has thus increased by more than 600 percent.
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Up to SEK 20,000 for an advertisement
Broker Troedsson is critical of Hemnet’s price increase, and believes that customers will turn to other platforms to advertise their homes.
– People are increasingly questioning the cost of advertising, more and more are reacting, he says in P1.
According to Staffan Tellpress spokesperson for Hemnet, the ad prices partly depend on how much the home costs and how visible the seller chooses to make his ad. When creating an ad, there is the option of making a “premium” ad, which increases the ad’s visibility in Hemnet’s feed.
All in all, it can cost up to SEK 20,000 for a single ad.
– It’s about increasing the possibilities and improving the odds, says Tell P1 The wallet.