Virtual Tours: Why Realtors Can’t Afford to Skip This Feature.

You are missing out on potential buyer opportunities by not utilizing virtual tours.

6 min read

The Real Estate Market Is Changing

In today's fast-paced real estate market, the way buyers shop for homes has changed dramatically. With the rise of online listings, more and more buyers are starting their home search from the comfort of their own devices. In fact, according to the National Association of Realtors (NAR), 97% of homebuyers begin their property search online, and a significant portion of those buyers—especially millennials and out-of-state clients—prefer virtual tours to make informed decisions without needing to visit a home in person.

In a market where convenience and visual appeal are paramount, virtual tours have emerged as a powerful tool for real estate agents to showcase properties in an immersive and dynamic way. Virtual tours go beyond static images, allowing buyers to "walk through" the home, explore rooms, and get a real sense of space—all from their computer or smartphone.

In this blog, we'll delve into why realtors can't afford to skip virtual tours in their marketing strategies and how this tool is becoming indispensable for both agents and buyers.

What Are Virtual Tours and How Do They Work?

A virtual tour provides a 360-degree, interactive experience of a home or property. Using advanced photography and video technology, multiple images or video clips are stitched together to create a seamless experience, allowing users to "move" from room to room. Many platforms, like Matterport, offer detailed 3D models where users can even look at architectural details, floor plans, and view rooms from multiple angles.

There are different types of virtual tours:

360-Degree Image Tours: These are interactive photos that let viewers rotate the image to see the entire room. Viewers can click on different parts of the image to navigate through the home. Example: A 360-degree image of a living room, allowing the buyer to rotate and explore every corner.

Full 3D Walkthroughs: These tours go one step further by allowing viewers to click through an entire home, as if they were walking room-to-room. Platforms like Matterport create realistic, detailed models that provide a comprehensive feel of the space. Example: A Matterport 3D walkthrough showcasing the layout of a luxury home with floor plans and dollhouse views.

Video Tours: These provide a pre-recorded guided tour of the property, giving viewers a feel of the flow and structure of the home. Realtors often narrate these videos, adding more context about the home’s features and neighborhood. Example: A high-definition video tour walking through the main areas of a property, narrated by the agent.

The Rise of Virtual Tours in the Real Estate Market

The growing demand for virtual tours was accelerated during the COVID-19 pandemic, but even in the post-pandemic landscape, the use of this tool has proven to be more than just a trend. Zillow reports that homes with virtual tours see 87% more views than those without, and listings that include virtual tours often receive offers more quickly. As buyers continue to demand convenience and flexibility, virtual tours have become essential to staying competitive in the market.

For out-of-town buyers, international clients, or even local buyers with busy schedules, the ability to view a home virtually allows them to make informed decisions without the time commitment or hassle of in-person showings. This can significantly streamline the buying process.

Why Realtors Should Use Virtual Tours

Virtual tours offer a range of benefits for realtors, not just buyers. Here’s why every agent should incorporate them into their marketing:

1. Increased Buyer Engagement

Virtual tours keep buyers on your listings longer. When potential buyers can explore a property at their own pace, they’re more likely to spend time investigating the home’s features. According to NAR, buyers spend an average of 60% more time on a listing that includes a virtual tour compared to one with photos alone. The more time buyers spend engaged with a property, the more emotionally invested they become.

Example: A buyer may be initially uninterested in a property based on static photos alone. However, a virtual tour allows them to see the space in full, and the layout may turn out to be more appealing than anticipated. This deeper engagement can lead to a showing request, or even an offer.

2. Saving Time for Both Agents and Clients

Virtual tours reduce the need for unnecessary showings. Agents no longer have to coordinate as many physical tours because buyers who aren't genuinely interested can rule out homes online. Conversely, buyers who fall in love with a home through a virtual tour are more likely to schedule a showing with intent to buy, leading to more qualified and serious showings.

Data Insight: According to Matterport, 55% of buyers say that virtual tours help them narrow down their options, saving them time during the home search process. By eliminating "tire-kickers," agents can focus their time on serious prospects.

3. Wider Reach for International and Out-of-Town Buyers

Virtual tours are a game-changer for buyers who live far from the property they’re interested in. Whether they’re moving to a new city or purchasing a vacation home, virtual tours allow these buyers to make confident decisions from afar. The NAR reports that 20% of international buyers made purchases without physically seeing the property, largely relying on virtual tours to guide their choices.

Example: A couple relocating from another state might be hesitant to buy sight unseen. However, a virtual tour can give them the confidence to move forward without a pre-purchase visit, especially when combined with a video walkthrough and detailed listing information.

4. Standing Out in a Competitive Market

As more realtors adopt advanced technologies, virtual tours can give you an edge over competitors who don’t use them. In a saturated market, having a virtual tour attached to a listing makes it stand out, resulting in higher traffic and potentially faster offers. The more visually immersive a listing, the more likely it will attract serious buyers early in the process.

Data Insight: According to Realtor.com, listings with virtual tours are 29% more likely to sell quickly than those without. As buyers increasingly expect these features, not offering virtual tours could be a missed opportunity.

5. Helping Buyers Visualize the Property

Virtual tours allow buyers to better visualize the flow of a home. Static images can be misleading, as buyers often struggle to connect the layout from one image to the next. Virtual tours provide a seamless experience, allowing buyers to explore how rooms connect, the size of spaces, and the overall feel of the home.

Example: A buyer may be concerned about whether a property’s kitchen and living room are connected or how a master suite is laid out. A virtual tour can alleviate these concerns, offering clarity that photos may not provide.

How to Maximize Virtual Tour Effectiveness

To get the most out of virtual tours, realtors should consider the following tips:

Combine Virtual Tours with Professional Photography: While virtual tours are immersive, professional photos still play a vital role in listings. High-quality images can serve as a preview, enticing buyers to explore the virtual tour further. Photo Example: Pair a crisp, professional exterior shot of the home with a link to the virtual tour inside.

Include a Floor Plan Overlay: Some virtual tour platforms, like Matterport, allow for a floor plan to be overlaid on the virtual tour, giving buyers an even clearer sense of how the home is laid out. This can be especially useful for larger properties with multiple floors. Example: A Matterport tour that includes an interactive floor plan for a multi-level home.

Use Virtual Tours in Social Media and Email Campaigns: Virtual tours aren’t just for listing websites—they can be shared across multiple platforms. Including a link to a virtual tour in your social media marketing or email campaigns is a great way to generate more interest and engagement. Example: A video snippet from a virtual tour shared on Instagram or embedded in an email campaign to your client list.

Optimize for Mobile: Many buyers will view virtual tours on their mobile devices. Make sure the virtual tour platform you use is mobile-friendly and easy to navigate. Data Insight: Over 60% of buyers use mobile devices when searching for homes, according to Zillow.

Virtual Tours Are No Longer Optional

Virtual tours have quickly evolved from a nice-to-have feature into an essential tool for realtors. By offering a more immersive experience, attracting a wider audience, and saving time for both buyers and agents, virtual tours are transforming the way properties are marketed and sold.

I specialize in creating virtual tours and and other high quality real estate media to help your listings stand out in a crowded market. Whether you're working with luxury homes or first-time buyer properties, our virtual tours, combined with professional photography and videography, offer the competitive edge you need.

Contact me today to learn how our virtual tour services can enhance your listings and provide your clients with a cutting-edge home-buying experience.

Sources:

National Association of Realtors (NAR): https://www.nar.realtor

Zillow: https://www.zillow.com/research

Realtor.com: https://www.realtor.com

Matterport: https://www.matterport.com