Våren 2011 var det stora debattämnet i media, bland konsumenter och hos fastighetsmäklare lockpriser . Med lockpris avses att en bostad annonseras till ett väsentligt lägre pris än det bedömda marknadsvärdet på bostaden. Motivet var att locka till sig fler spekulanter till en eventuell budgivning. Innebörden av väsentligt är inte helt fastställt i lagen, vilket gör begreppet svårtolkat. I och med att utgångspriserna var satta så lågt jämfört med vad slutpriset blev så fick fastighetsmäklarna utstå mycket kritik. Mäklarbranschens anseende försämrades, och för att motverka detta bildades en arbetsgrupp av fastighetsmäklare från olika mäklarföretag i Stockholms innerstad. Detta mynnade ut i att istället för att använda sig av ett utgångspris så infördes begreppet accepterat pris. Ett accepterat pris innebär att det pris som annonseras ska vara på en sådan nivå att säljaren kan tänka sig att sälja bostaden till det priset. Dock med den kvarstående fria prövningsrätten som säljaren oavsett har, som innebär att tvång till försäljning inte råder, trots inkommit bud på annonserat pris. Som säljare har du rätt att sälja när du vill, till vem du vill och till vilket pris du vill. Syftet med uppsatsen är att redogöra för överenskommelsen av accepterat pris, vilka de bakomliggande faktorerna var vid införandet och vad målet var. Vidare vill vi klargöra om lockpriser är på väg tillbaka och utreda vilka andra bakomliggande faktorer som kan bidra till att ett pris uppfattas som lockpris. Resultatet av uppsatsen visar att en av tankarna bakom införandet av accepterat pris var att stärka mäklarbranschens anseende och öka transparensen till spekulanterna då dem skulle få en bättre uppfattning om bostadens slutpris redan vid annonseringen av objektet. Enligt de gjorda intervjuerna med mäklare så märks en viss tendens till att lockpriserna anses vara på väg tillbaka. Även den inhämtade statistiken visar att så skulle kunna vara fallet då skillnaden mellan accepterat pris/utgångspris och slutpris på senare tid har ökat. För att kunna dra någon mer definitiv slutsats är detta något man bör ta ställning till när mer data har insamlats över ett större tidsperspektiv framåt i tiden. / The great debate topic in media and among real estate agents in spring 2011 was specially reduced prices . Specially reduced prices means that a property is advertised at a considerably lower price than the evaluated current market value of the property. This is to attract more bidders in a potential bidding. It is in this case not completely established by law what is meant by considerably lower price, why this concept is difficult to interpret. Real estate agents got lot of criticism due to the output prices which were too low compared to the final prices. The real estate agents industry’s reputation became worse and to counter this, there was formed a taskforce of real estate agents in Stockholm. This resulted in that instead of making use of a starting price the concept of accepted price was introduced. The accepted price meant that the price that was advertised was going to be at such a level that the seller was willing to sell the property for that. With the free trial right the seller would not be compelled to sell anyhow. This study is about accounting for the emergence of accepted price and the factors behind the introduction and the concept. It also aims to clarify what the goal of accepted price was and to discuss if specially reduced prices are coming back. Finally to investigate if there can be some underlying factors that can contribute to that our perception increases as specially reduced prices. The results of the paper show that one of the ideas behind the introduction of the accepted price was to strengthen the real estate agent industry's reputation and increase transparency to bidders so they would get a further idea of the final price of the property already at the announcement. According to the interviews made with the real estate agents, it is noticed a certain tendency that specially reduced prices are considered to be on the way back. Although the collected statistics shows that such could be the case when the difference between starting- and final price has recently increased. To be able to make a more definite conclusion, this is something that could be considered when more data have been collected over a wider time frame in the future.

The great debate topic in media and among real estate agents in spring 2011 was specially reduced prices. Specially reduced prices means that a property is advertised at a considerably lower price than the evaluated current market value of the property. This is to attract more bidders in a potential bidding. It is in this case not completely established by law what is meant by considerably lower price, why this concept is difficult to interpret. Real estate agents got lot of criticism due to the output prices which were too low compared to the final prices. The real estate agents industry’s reputation became worse and to counter this, there was formed a taskforce of real estate agents in Stockholm. This resulted in that instead of making use of a starting price the concept of accepted price was introduced. The accepted price meant that the price that was advertised was going to be at such a level that the seller was willing to sell the property for that. With the free trial right the seller would not be compelled to sell anyhow. This study is about accounting for the emergence of accepted price and the factors behind the introduction and the concept. It also aims to clarify what the goal of accepted price was and to discuss if specially reduced prices are coming back. Finally to investigate if there can be some underlying factors that can contribute to that our perception increases as specially reduced prices. The results of the paper show that one of the ideas behind the introduction of the accepted price was to strengthen the real estate agent industry's reputation and increase transparency to bidders so they would get a further idea of the final price of the property already at the announcement. According to the interviews made with the real estate agents, it is noticed a certain tendency that specially reduced prices are considered to be on the way back. Although the collected statistics shows that such could be the case when the difference between starting- and final price has recently increased. To be able to make a more definite conclusion, this is something that could be considered when more data have been collected over a wider time frame in the future. / Våren 2011 var det stora debattämnet i media, bland konsumenter och hos fastighetsmäklare lockpriser. Med lockpris avses att en bostad annonseras till ett väsentligt lägre pris än det bedömda marknadsvärdet på bostaden. Motivet var att locka till sig fler spekulanter till en eventuell budgivning. Innebörden av väsentligt är inte helt fastställt i lagen, vilket gör begreppet svårtolkat. I och med att utgångspriserna var satta så lågt jämfört med vad slutpriset blev så fick fastighetsmäklarna utstå mycket kritik. Mäklarbranschens anseende försämrades, och för att motverka detta bildades en arbetsgrupp av fastighetsmäklare från olika mäklarföretag i Stockholms innerstad. Detta mynnade ut i att istället för att använda sig av ett utgångspris så infördes begreppet accepterat pris. Ett accepterat pris innebär att det pris som annonseras ska vara på en sådan nivå att säljaren kan tänka sig att sälja bostaden till det priset. Dock med den kvarstående fria prövningsrätten som säljaren oavsett har, som innebär att tvång till försäljning inte råder, trots inkommit bud på annonserat pris. Som säljare har du rätt att sälja när du vill, till vem du vill och till vilket pris du vill. Syftet med uppsatsen är att redogöra för överenskommelsen av accepterat pris, vilka de bakomliggande faktorerna var vid införandet och vad målet var. Vidare vill vi klargöra om lockpriser är på väg tillbaka och utreda vilka andra bakomliggande faktorer som kan bidra till att ett pris uppfattas som lockpris. Resultatet av uppsatsen visar att en av tankarna bakom införandet av accepterat pris var att stärka mäklarbranschens anseende och öka transparensen till spekulanterna då dem skulle få en bättre uppfattning om bostadens slutpris redan vid annonseringen av objektet. Enligt de gjorda intervjuerna med mäklare så märks en viss tendens till att lockpriserna anses vara på väg tillbaka. Även den inhämtade statistiken visar att så skulle kunna vara fallet då skillnaden mellan accepterat pris/utgångspris och slutpris på senare tid har ökat. För att kunna dra någon mer definitiv slutsats är detta något man bör ta ställning till när mer data har insamlats över ett större tidsperspektiv framåt i tiden.

ABSTRACT Title: Level: Author: Supervisor: Date: Aim: Method: Accepted price – An Analysis of Cooperation in the Real Estate Markets and its Pricing. Final assignment for Bachelor Degree in Business Administration Madeleine Gustafsson and Sofie Billstam Jonas Kågström 2012 - May The aim with this final assignment is to investigate if the introduction and the cooperation of accepted price was necessary to generate a more stable real estate market with marketable listing prices in Stockholm. The introduction of accepted price led to a cooperation with some of the most important real estate firms in Stockholm. This cooperation was opposed by a number of companies on the real estate market. This fact inspired to examine similarities and differences of being and not being part of the cooperation and thereafter comment on the outcome. The aim is to compare the pricing between companies within the cooperation of accepted price and external companies and the advantages and disadvantages of entering and not entering a collaboration. The main questions to be answered are: - Is the cooperation necessary to regulate listing prices to a marketable level? - What are the effects of higher listing prices on the Swedish real estate market? - What´s the best possible method when pricing listing price? - What are the advantages and disadvantages of entering and not entering a collaboration? The final assignment has been implemented in an abductive way. The essay is mainly based on secondary data in form of journals, websites, literature and qualitative empirical data collected trough three interviews with Erik Carlborg, Mats Uddare and Fastighetsmäklarnämnden. Quantitative empirical data has been collected trough a questionnaire sent to real estate agents working at Svensk Fastighetsförmedling in Stockholm. Theory and empirical evidence has been analyzed and linked together in the analysis chapter, where the essayists’ thoughts and opinions have been presented. Result & Conclusions: Suggestions for future research: Contribution of the thesis: Key words: The result of the study demonstrates that cooperation between competitors in the same industry in this case is positive since it does not involve a "win-lose situation". How a listing price is set can be affected by numerous factors. To conclude, it is important to keep the price at a marketable level in order to keep the real estate market stable. What the pricing is called is less significant. The pricing should only be called price. The study is delimited to two companies, Svensk Fastighetsförmedling and Karlsson&Uddare, and can therefore not represent the entire real estate market in Stockholm. The study has been limited to brokers at Svensk Fastighetsförmedling in order to compare the brokers’ views with the views of the management within the company. Since the accepted price is relatively new on the Swedish market, there is also a limitation in comparing similarities and differences over time. Suggestions for future research may therefore be to examine how the accepted price has affected the market for a longer period of time, and how the cooperation of accepted price is progressing. A larger study may also be performed where more firms and brokers could be included in order to generalize to the entire industry. This essay contributes whit the brokers’ opinion about the introduction of accepted price, which has not been examined earlier. In addition to this, the essay contributes with an analysis about cooperations and pricing, which are the main parts with accepted price. It also shows the advantages and disadvantages of being and not being part of the cooperation. Accepted price, Listing price, Time on market, competing cooperations, Svensk Fastighetsförmedling, Karlsson & Uddare.