Booli.se - A Swedish Trulia launches today

Less than three weeks after Hemnet told us that there is no need to improve a new competitor today enters the Swedish residential listing market... 

The service is called Booli (in Beta mode of course) and is aiming to be the search engine for residential listings and market information in Sweden.

The people behind Booli
Two weeks ago I had the opportunity to sit down with two of the founders, Anders Kyhlstedt (Head of Marketing) and Peo Nilsson (CEO). Both are serial entrepreneurs that see an inefficient market. They are teaming up with Daniel Kapland, a very successful Internet entrepreneur, who runs the incubator Firm Factory. In total there are some 10 people working at Hemson Sök AB (the company behind the service).

My first impression
After playing around an hour with the tool, I'm indeed impressed. There is no question that this crowd has extensively Internet experience and a vision how to create a consumer product.

Functionality I like...
... saving listings, so easy but so powerful
... my placard, which display what has happened in my area of interest (including listings that has been removed)
... easy to update the search list
... great mapping functionality
And from the discussion with the founders I know that there is more to come. Even maybe some Zillow functionality... (it is also stated on their site)

How they do it
Booli is first of all a search engine finding listings at the brokers sites. They don't primarily use crawlers (collect the data) sites like Hemnet or Bovision. According to a Booli (unconfirmed) comment in this blog post, less then 1% of the listings are from other listings services.

Business model
Based on advertisement and, I assume, enhanced listings in the future. There is no question, that they have been inspired by services like Trulia and Nestoria. Their goal is first of all to be a tool for the consumers (not the broker).

Challenges?
However, the do have quite a few challenges;
... trust, the consumer must trust that Booli has at least the same number of listings that Hemnet (or  Bovision for that reason). The functionality has limited value if the listings aren't there
... the reaction from the brokers community, there has been people trying this before but hasn't been successfully
... stamina to let the people get used to run their residential search here instead
... take it from Beta mode (it is still only for greater Stockholm and according to themselves, there are more listings in the database than on the site)

It will be very interesting to follow the evolution of residential listing.
Let the fight for the customers begin.

Additional reading is found here,  here,  here and here (all in Swedish).

Hemnet crashes, releases a new platform and is named "the most underdevloped site in Sweden" in one week

It has for sure been a busy week for Hemnet, the number one listing service in Sweden for residential homes.

Server crash put a hold on updates
According to an article in Dagens Industri (financial paper) a server went down last Saturday and put a hold to all updates put in by brokers on that day. The irony is that this was just a few days before their switch to the new platform (se below).

Upgrading the technical platform
Earlier this week (but after the crash) Hemnet introduced their new platform (press release in Swedish). The old one had been around for 10 years.  From a user perspective the only difference is a new mapping functionality. This is the second switch of mapping in a year.

In the DI article above explains Hemnet CEO Björn Dietmann that the main reasons for the upgrade are:
   1. to secure the availability
   2. to make the publishing process of new listing easier and faster

In other words, less focus on the end user. Which comes to no surprise since Hemnet is owned by the brokerage community (and two large newspapers). Hemnets explanation (in the DI article) is that their user groups have strongly demanded NOT to change how the site works. Isn't there a way to add better functionality and still keep the basics searches as they are?

"The most underdeveloped site in Sweden"
As a comment to the new release, with lack of major improvements for the end user, the Swedish blog webstrategi.se describes Hemnet to be 'the most underdeveloped site in Sweden". 

Robert (the author behind the blog) for sure has a point if you ask me. Hemnet is a great service since it consists of 90%(?) of all listings. However, if you search actively for a new home (like me and my wife where 6 months ago) there are easily 20 new functions that one would have appreciated greatly.

My suggestion to the owners of Hemnet, make the 'feed' of listings available to other to build web sites on. That would increase the marketing of your listings. Isn't that the point?

Aftonbladet takes comps online

Today Aftonbladet (Swedens largest tabloid) took 'their' comparable sales online. 

 

The service is available as part of Aftonbladet's existing PLUS subscription, which costs 19 SEK per month (~3 US Dollars). Those listings have every now and then been put in the regular paper. So the move to a digital version comes as no suprise. The data is provided by Värderingsdata AB, which has a number of professional services focusing on comparable sales.

The offer consists of a list with;

• adress
• link to the Hitta.se mapping solution  
• sales price  (SEK)
• area  (square meters)
• seller
• buyer

However, the service takes limited advantage of the technical possibilites. It's only a list, nothing more. No searching, re-ordering , any detailed data on the house, just the last two months of sales. To mention a few limitations.

I guess those limitations are there for a reason...