Purpose – The purpose of this paper is to investigate the Swedish real estate industries shift towards a service focus. The focus is on how service companies (such as commercial real estate companies) consider their business, if they see themselves as deliverers of a product or service. Design/methodology/approach – The paper discusses the characteristics of the Swedish real estate industry and the relation to the theory of Service dominant logic. The study consist of both an inventory of annual reports, during the last 5 years, and an interview study with top-level managers within the firms studied in the annual report inventory. Findings – The industry has traditionally been focused on technics and the buildings. From the mid 1990s there has been an increased interest in service and customers. It is argued that although the Swedish real estate industry today has a more service and customer orientation it has not made a definite shift from a product focus towards a service focus.Research limitations – The study only considers the Swedish real estate industry. Furthermore it is limited to the outspoken words of the companies. The customer perspective in words of the customers perceived degree of service orientation is not included. Practical implications – This approach enables the real estate industry to relate their work to the Service dominant logic. Furthermore it enables the industry to see improvements in their service offer. Originality/value - The paper presents an empirical test of the Service dominant logic framework within the real estate industry.