But how did you get the buyers of this, mainly vacation homes back then? And how has that changed to now?

So the phone book was essential.

Without a big network, I would never have succeeded here simply because the competition is too big.

But on top of that, I identified that no one really had a cool brand behind the real estate agency.

So I tried to do a brand that I felt this is something that I think clients can identify themselves with in the same way as you do when you see a logo of Louis Vuitton or Rolex or whatever.

You don't necessarily know what does Rolex or Volvo mean.

And everyone knows Ikea, but not even Swedish people know what Ikea actually means.

Yeah, we sold a pile of sand,