Adfenix and Boneo partner up to help estate agents beat property portals

Social media marketing platform Adfenix is partnering with Boneo to help estate agents fight back against the online dominance of property portals.

Seven of Sweden’s leading estate agents have come together to create Boneo.

As property portals have become the default way for people to search for properties they have taken the major share of traffic and online enquiries. The result has seen estate agents increasingly marginalised in the buying and selling process, and forced to rely on listings on the portals to reach their customers. To fight back against this, seven of Sweden’s leading estate agents have come together to create Boneo, a new property portal that will directly benefit estate agents by allowing them to pool their resources together to mutual benefit.

Adfenix’s social media marketing platform, built specifically for real estate agents, is a highly valued tool for estate agents in building real relationships with customers again. By using customer data the platform allows estate agents to target the most interested customers and deliver them a highly relevant digital experience, showing them properties that are of genuine interest. It also allows estate agents to reassert their brand, building awareness and trust directly with consumers, something portals directly inhibit.

The combination of Adfenix and Boneo will open up a new data set for estate agents that will let them provide a high quality digital customer experience. The result will be a way to reach customers before they begin their journey through the portals and re-establish estate agents.

Munyaradzi Hoto, Chief Marketing Officer at Adfenix said, “The partnership between Boneo and Adfenix is a natural alliance that will allow estate agents to once again position themselves as trusted authorities in real estate, and bring the personal connection back to an increasingly digitised and disrupted sector.

“The impact of the portals has been enormous both for the wider industry and also for hard working estate agents on the ground. Estate agents have seen their commission squeezed by increasing expenditure on the portals. Also, reaching sellers is harder and more expensive than ever. But while the customer journey has become digitised there is still a desire for a personal experience. Adfenix and Boneo can deliver that real relationship between estate agents and customers.

“Boneo will allow estate agents to pool their resources and data and the addition of Adfenix to their digital strategy opens up new ways to more precisely use customer data to deliver a higher quality customer experience. Becoming digital first is a necessity if estate agents are to survive, and the benefits for estate agents are huge: higher quality traffic direct to listing pages resulting in faster time to sale, the ability to build and differentiate their brand, the capacity to reach both buyers and sellers, and importantly a reduction on the spend on portals.”

“It was important for us at Boneo to identify the right strategic technology partner to support in delivering this new and exciting solution to the market. In Adfenix, we have found a partner that brings rich market expertise and cutting edge AI-based technology to the table. Adfenix enables Boneo to obtain a deep understanding of buyers and sellers as they engage in the property discovery and transaction process. The results we have seen with Adfenix’s platform and technology are exceptional on the market and are what make this strategic collaboration so exciting." says Marcus Svanberg, Chairman of Boneo and CEO of Länsförsäkringar Fastighetsförmedling

Adfenix is used by over 2,500 real estate offices around the world, including leading agencies in Sweden, the UK, the USA, and Australia.

About Boneo

Boneo is a new property portal for digital advertising and a collaboration between several of Sweden's largest real estate agencies. The website will contain properties for sale, upcoming sales, properties abroad, newly produced properties and commercial properties.

The investment is made with the aim of offering a more modern, cost-effective and user-friendly service for those who want to sell and buy homes.

Notes to editors

Adfenix was founded by Andre Heggé and Gabriel Kamienny in Sweden in 2014 to empower real estate agents to become digital first. Adfenix has now become a leading social media marketing platform in the real estate sector with clients around the world.

Over one million properties have been advertised on Adfenix since its creation.

For more information on Adfenix please visit

Media enquiries contact

Munyaradzi Hoto,
Chief Marketing Officer at Adfenix
+447522341600 / +46735364194.

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Leif Andersson

Mäklarhuset Göteborg

Adfenix has increased our number of instructions and makes us visible for new sellers while getting more people to our showings. In short, Adfenix is useful on all levels of our work.

Joanne Hughes

Barnard Marcus

It is definitely an instruction winner for me! It has helped me secure higher fees and win more business without a doubt. Adfenix have been great!

Tony Edwards

LJ Hooker Mandurah WA

Great analytics combined with excellent support has ensured it’s become an important part of our marketing mix and resulted in delivering excellent traffic to our listings.

Dan McAlpine

Belle Property Kingston ACT

Adfenix has been very useful to us and our clients are very positive. For a couple of our listings we’ve actually had more than double the amount of inquiries than we got through the portals.

Martin Scott

Barry Plant Mildura VIC

The vendor reports are a fantastic tool, providing yet another opportunity to provide the best possible communication service level for the client.

Carl-Philip Öster

Fastighetbyrån Södermalm

With the help of Adfenix ads, I have seen a clear increase in the number of visitors to my showings and it has also generated more bidders.