Swedish Startup Space

‘Indie’ real estate service Booli.se, on growth and conflict

Written by on March 4

Booli.se is a service founded in 2007 which aggregates housing ads from all over Sweden. Einar had a chat wth Josephine Linghammar who joined their team as Marketing Manager in 2012.

If you haven’t heard of Booli before, it’s a popular service for browsing real estate ads. Instead of creating an alternative database, they’ve built a search engine which according to them offers the biggest collection of houses/apartments for sale in Sweden. What makes Booli stand out, compared to say Hemnet, is its independence from real estate agents. The message they are conveying is ‘transparancy’ and along those lines they were among the first to provide access to actual sales prices. Popularity of the site is growing by 20-30 % per year, and they currently have an average of 230 000 unique users per week.

Josephine, tell us about yourself!
I work as Marketing manager at Booli. I take care of our marketing, PR, communication, social media and support. I’ve been interested in real estate since I was young, always checking the ads in the paper and dreaming about apartments. Meanwhile, I have been interested in entrepreneurship, start-ups and the web. Booli is the perfect combination of an innovative start-up and the housing market.

It has now been 8 months since Hemnet started charging for their service, how has that move affected Booli?
The change is, as we have written about at SVT Debatt, another step in Swedbanks strategy to control all strategic platforms in the real estate transaction process. It is not a comforting development and we believe the industry is in a process of reconsider it’s relationship to Hemnet. Our focus has always been and will always be to provide the best service for our users.

It is not a comforting development and we believe the industry is in a process of reconsider it’s relationship to Hemnet

You’ve just launched a new design of the site, tell us a bit about that
With the new responsive design we are embracing mobile. Like everyone else we are receiving an increase of mobile users and the redesign was made to meet those needs. We also felt the need to make the design more up-to-date and friendlier to the eye.

I saw that you’re hiring for work on something called ‘Booli Pro’, what is that?
Think Google Analytics for the real estate industry. It gives you detailed information on the real estate market, the real estate agent market and of real estate development in Sweden. It is a premium product that has been around for a couple of years. It is a b2b and not accessible to the public. Booli Pro is growing fast and we are looking for additional developers!

Think Google Analytics for the real estate industry. It gives you detailed information on the real estate market, the real estate agent market and of real estate development in Sweden

Thank you!

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