The Swedish Mäklargruppen

What The Swedish Mäklargruppen does

Svenska Mäklargruppen (SMG) is a privately held, personal real estate brokerage chain founded in 1998 and headquartered in Sollentuna, Sweden. It operates as a multi-office chain of licensed Swedish real estate brokers (fastighetsmäklare) covering residential sales of houses, apartments, bostadsrätter, vacation cottages, and plots across Stockholms län, Uppsala län, Mälardalen, Östergötland, and Södermanland, plus a dedicated Marbella office serving Swedish buyers of Spanish property. The firm also handles commercial properties, rentals, new construction sales, and a specialty line in waterfront/lake properties (Sjöställen), and offers free property valuations, a seller's guide (Säljguiden), pre-marketing services (Försprång), electronic bidding (elektronisk budgivning), and a home loan (Bolån) partnership page.

The company has no disclosed proprietary technology platform beyond a standard listing website and a Spanish sub-domain; its primary digital differentiator is electronic bidding offered at certain offices. Revenue is generated on a transaction-fee (commission) basis on completed sales, with pricing not publicly disclosed. The go-to-market is sales-led and community/referral-led: the firm explicitly states that the majority of assignments come via recommendations and returning customers, supported by senior brokers (20+ years of experience at key offices), local market expertise, free valuations, and personal engagement without intermediaries. Individual offices operate semi-autonomously under the SMG brand, with cross-referrals across the chain and a publicly listed 'Öppna eget kontor' program inviting affiliated offices to join the chain.

Name

The Swedish Mäklargruppen

Legal name

Svenska Mäklargruppen

Website

https://svenskamaklargruppen.se

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

Svenska Mäklargruppen (SMG) is a privately held Swedish real estate brokerage chain founded in 1998, operating 8 offices across Sweden and Marbella, Spain, providing personal residential and commercial brokerage services to individual sellers and buyers.

Ownership category

akta.pro rank

Headquarters

HQ city

Sollentuna

HQ country

Sweden

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Real Estate Commission: Svenska Mäklargruppen earns revenue through commission fees on completed real estate transactions. As a brokerage chain, they charge fees for residential property sales (villor, bostadsrätter, fritidshus, tomter) and commercial property sales. Individual broker offices operate semi-autonomously under the SMG brand.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

The Swedish Mäklargruppen is a personal real estate brokerage chain that buys and sells residential and commercial properties on behalf of clients across Sweden and Spain. The company operates eight regional offices covering Stockholms län, Uppsala län, Mälardalen, Östergötland, and Södermanland, plus a Marbella office serving Swedish clients in Spain, and earns commission-based fees on completed transactions. Supporting services include free property valuations, seller's guides, electronic bidding, and home loan referral assistance.

Product overview

Svenska Mäklargruppen is a personal real estate broker chain offering a comprehensive portfolio of property services across Sweden and Spain. The core offering consists of residential property sales including houses, apartments, plots, and lake properties (Sjöställen), supplemented by commercial real estate, new construction projects, and international property services in Spain. The company provides end-to-end seller services including free valuations, seller's guides, and electronic bidding (budgivning). With offices in Stockholms län, Uppsala län, Mälardalen, Östergötland, Södermanland, and Marbella, Spain, the company serves both Swedish domestic and international property markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Property Brokerage (Houses, Apartments, Plots) Brokered sale of residential properties including single-family homes (villor), vacation cottages (fritidshus), apartments and cooperative housing (bostadsrätter), and land plots (tomter) across Stockholms län, Uppsala län, Mälardalen, Östergötland, Södermanland, and Spain. Aimed at individual homeowners and buyers.
• Commercial Property Brokerage Brokered sale of commercial real estate including rental properties (hyresfastigheter), restaurants and hospitality venues, industrial buildings, and other business premises for commercial property owners.
• Lake Property Services (Sjöställen) Specialized brokerage and marketing of waterfront, lakeside, and waterside properties (sjöställen/sjöplatser), with regional emphasis on Roslagen and Lake Mälaren. Targeted at owners and buyers of high-end waterfront homes.
• New Construction Brokerage (Nyproduktion) Brokerage services for newly constructed properties and developer projects, supporting both developers seeking buyers and buyers seeking newly built homes in all covered geographies.
• International Property Services (Spain) Brokerage services for Swedish clients purchasing residential property in Spain, particularly in the Marbella area, with a dedicated SMG Spain office, Swedish-language support, and a separate Spanish listings website (svenskamaklargruppen.es).
• Rental Services (Uthyres) Rental property listings and rental management support for both residential and commercial properties across the chain's coverage areas.
• Free Property Valuation (Fri värdering) Complimentary property valuation service to help prospective sellers understand market value before listing. Used as a lead-generation tool that converts prospective sellers into listing clients.
• Seller's Guide (Säljguiden) Step-by-step advisory service for property sellers, providing guidance on pricing, preparation, marketing, and transaction management throughout the sales process.
• Pre-Marketing Service (Försprång / Head Start) Pre-launch preparation service helping sellers stage, present, and position properties ahead of public listing to maximize sale outcomes.
• Home Loan Assistance (Bolån) Coordination with partner mortgage providers to assist buyers with financing their property purchases, integrating loan sourcing into the broader brokerage experience.
• Electronic Bidding Service (Budgivning) Electronic bidding (elektronisk budgivning) service for transparent, fair, and traceable property auctions, provided during the offer/negotiation phase of sales.

Quantifiable outcome

• Most assignments are obtained through recommendations and returning customers, indicating high client satisfaction and trust

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• Svenska Mäklargruppen SpaincoreStrategic or Co-development PartnerThe Spain office operates under the same Svenska Mäklargruppen brand, serving Swedish clients looking to purchase property in Spain. The Marbella office maintains its own listing website (svenskamaklargruppen.es) and collaborates with the Swedish offices to serve international buyers.
• Sjöställen (Lake Properties)minorStrategic or Co-development PartnerSvenska Mäklargruppen has a dedicated 'Sjöställen' (lake properties) service category, marketing waterfront and lakeside properties as a specialty offering alongside standard residential brokerage.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Fastighetsbyrån: Major Swedish real estate brokerage chain with offices across the country. Comparable in residential sales brokerage, commission model, and multi-office local-presence strategy, but at much greater national scale than SMG.
• Svensk Fastighetsförmedling: Sweden's largest real estate brokerage chain, offering residential and commercial brokerage with a national network of local offices. Directly comparable to Svenska Mäklargruppen in commission-based residential brokerage, with significantly larger scale and brand reach.
• HusmanHagberg: Swedish real estate brokerage chain operating local offices across Sweden. Direct peer in the personal, locally-branded residential brokerage model with comparable commission-based revenue.
• Mäklarhuset: Swedish real estate brokerage chain focused on residential sales with local offices. Comparable as a multi-office residential brokerage competing for the same seller and buyer customers in Sweden.
• SkandiaMäklarna: Swedish residential brokerage chain with a national network of local offices. Direct competitor on residential sales brokerage model and geographic coverage in Stockholm and surrounding regions.
• ERA Sverige: Swedish residential real estate brokerage chain affiliated with the global ERA network. Comparable as a multi-office, locally-branded residential brokerage competing for the same Swedish customers.
• Notar: Swedish residential real estate brokerage with a national office network. Comparable on residential transaction brokerage, local-broker positioning, and Swedish commission-based economics.
• Bjurfors: Swedish real estate brokerage chain with multiple offices, including a notable Stockholm presence. Directly comparable on residential sales, personal-broker positioning, and the relationship-driven service model.
• Erik Olsson Fastighetsförmedling: Stockholm-focused, premium-positioned Swedish real estate brokerage with multiple offices in Greater Stockholm. Particularly comparable to SMG's Greater Stockholm offices on personal-service, premium positioning, and urban/suburban residential focus.
• Länsförsäkringar Fastighetsförmedling: Bank-affiliated Swedish real estate brokerage chain with strong regional and national coverage. Competes directly for residential sellers and buyers via local-office, commission-based brokerage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/svenskamaklargruppen

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Swedish Mäklargruppen