Virtual tours have become a cornerstone of the real estate industry, transforming how properties are marketed, viewed, and sold. These immersive, interactive tools allow potential buyers to explore homes from anywhere, at any time, providing a convenient and efficient way to experience a property before deciding. By 2025, virtual tours and 360-degree imagery have become industry standards, with 75% of potential buyers considering them a major factor in their purchasing decisions . This shift is driven by advancements in technology, changing buyer expectations, and the lasting impact of the COVID-19 pandemic, which accelerated the adoption of remote viewing tools.
What Are Virtual Tours in Real Estate?
A virtual tour is a digital representation of a physical property, created using 360-degree photography, 3D modeling, or other advanced technologies. It allows users to navigate through rooms and areas of a home as if they were physically present. Features like interactive floor plans, hotspots for additional details, and virtual staging (showing furniture arrangements) enhance the experience.
Virtual tours gained traction during the COVID-19 pandemic when in-person viewings were limited. Today, they are a permanent fixture, with 63% of agents planning to use 3D virtual tours and 35% already doing so . Platforms like Matterport and Zillow 3D Home make creating and sharing these tours easier than ever.
Benefits for Buyers
Virtual tours offer significant advantages for home buyers, making the property search process more accessible and efficient.
Convenience and Accessibility
- Buyers can view properties from home, at any time, without scheduling in-person appointments.
- This is ideal for those relocating or with busy schedules, as it removes geographic and time barriers.
- Statistic: 67% of home buyers want a virtual tour when looking at a listing, and 54% won’t consider a house without one .
Time and Cost Savings
- Virtual tours help buyers filter out properties that don’t meet their needs, reducing unnecessary in-person visits.
- This saves time and money, allowing focus on the most promising options.
- Statistic: Virtual tours can reduce wasted viewing time by up to 40% .
Improved Home Buying Experience
- Unlike static photos, virtual tours provide an immersive experience, helping buyers understand a property’s layout and flow.
- This boosts confidence in decision-making and reduces surprises during in-person visits.
- Statistic: 50% of buyers prefer virtual tours over photography alone, and 90% are more likely to view a property with a virtual tour .
Benefits for Sellers
Sellers benefit from virtual tours by making their listings more appealing and competitive in the market.
Higher Selling Prices
- Properties with virtual tours often attract more qualified buyers, which can drive up sale prices.
- Statistic: Homes with 3D virtual tours sell for an average of 9% more than those without .
Faster Sales
- Virtual tours can shorten the time a property spends on the market by drawing more interest and enabling quicker buyer decisions.
- Statistic: Listings with virtual tours close up to 31% faster than those without .
Broader Market Reach
- Online accessibility allows virtual tours to attract buyers from different locations, expanding the potential buyer pool.
- Statistic: Listings with virtual tours receive 87% more views than those without .
Benefits for Agents
Real estate agents gain a competitive edge by incorporating virtual tours into their marketing strategies.
Powerful Marketing Tool
- Virtual tours improve a listing’s online visibility, enhancing search engine optimization (SEO) and attracting more clicks.
- Interactive content keeps viewers engaged longer than static images.
- Statistic: Properties with virtual tours are 16% more likely to appear in Google Search or Maps .
Competitive Edge
- Offering virtual tours sets agents apart in a crowded market, appealing to both buyers and sellers.
- Statistic: 99% of sellers believe 3D tours give a competitive edge, and 82% are willing to switch to agents offering them .
Client Engagement and Data Insights
- Virtual tours provide an interactive experience that strengthens client relationships.
- Agents can track how buyers interact with tours, gaining insights into preferred features.
- Statistic: Virtual tours increase bookings and conversion ratios by 16% to 67% .
Are There Any Drawbacks?
While virtual tours are highly beneficial, they have limitations. Research from Harvard Business School suggests that when controlling for high-quality photos and listing descriptions, virtual tours may not significantly increase final sale prices. They might also extend a property’s time on the market if sellers set initial prices too high and later adjust them.
However, these drawbacks don’t outweigh the benefits, especially for efficiency and reach. Virtual tours remain valuable for attracting qualified buyers and enhancing the buying experience, particularly in less competitive neighborhoods or for smaller real estate firms.
The Future of Virtual Tours in Real Estate
The virtual tour market is growing rapidly, with the global virtual tour software market projected to reach USD 492.2 million by 2025, growing at a 13.0% CAGR through 2032 . This growth reflects increasing demand for immersive experiences in real estate and beyond.
Advancements in virtual reality (VR) and augmented reality (AR) will make tours even more interactive, potentially integrating features like live agent-guided tours or real-time customization. For real estate professionals, adopting virtual tours is essential to meet modern buyer expectations and stay competitive.
Final Thoughts
Virtual tours are reshaping real estate by offering unmatched convenience, efficiency, and accessibility. They benefit buyers by simplifying the search process, sellers by boosting visibility and prices, and agents by enhancing marketing and engagement. While their direct impact on sale prices may vary, their role in streamlining transactions and expanding reach is clear.