Their offer is residential brokerage for a fix commission of 15 000 SEK (~2 100 USD). The average commission in the Stockholm area is 67 000 SEK. The aim is to have a 10% market share in the Stockholm area within one year.
A 5 minutes interview at TV4.se. (In Swedish.)
The people behind HemOnline;
Lars Engelbert, CEO -- formerly president of the The Swedish Association of Swedish Real Estate Agents (in Swedish Mäklarsamfundet) and, until june 2005, CEO of Bjurfors, one of the largest brokerage firms in Sweden.
The US version
"Redfin is the world’s first online real estate brokerage. Customers can see listings, previously sold properties and neighborhood statistics on a map, and buy or sell homes online. Local Redfin agents handle the negotiations and paperwork, refunding two thirds of their commission to the consumer. Unlike other brokerages, we pay our agents only on customer satisfaction."
Started in the Seattle area earlier this year and is now also active in San Francisco. The blog "Future of Real Estate Marketing" has an excellent The Real Estate 2.0 Market Leaders Interview about their services. At Sellsius a video is found describing the Redfin service.