One of the biggest trends of the last few years? Virtual tours. While they are often considered to be extremely valuable in real estate marketing, they aren't a magic wand. Depending on the property and the agent’s strategy, a virtual tour can either be a high-speed lane to a closing or a digital "keep out" sign.
It’s no secret that buyers love to click. According to industry data from Matterport and other researchers, the impact of virtual tours on engagement is staggering:
• Higher Price: Listings with virtual tours sell for up to a 9% higher price compared to listings without virtual tours.
• Time-To-Sell: Homes with immersive tours close up to 31% faster.
• The "Good" Leads: Listings with virtual tours generate 49% more qualified leads
1. The "Conversational Gap"
In a traditional listing with just photos, a buyer might see the photos and want to see more with an in person tour. This gives the listing agent a chance to build rapport, explain the "potential" of the space, or mention a renovation credit. With a virtual tour, the buyer might spot a flaw, decide "no" in ten seconds, and click away. You lose the opportunity to have the conversation that could have saved the sale.
2. The Aesthetic Deal-Breaker
If a home is outdated, cluttered, or has an awkward flow, a virtual tour can actually highlight these flaws. The 360 degree camera is far less forgiving than the human eye. In these cases, a tour can make a home feel "smaller" or "older" than it would in person, where the natural light and "vibe" might have compensated for the decor.
The "Go" Signal: If the home is vacant, professionally staged, or has a unique architectural layout that photos can't explain, a virtual tour is your best friend. It’s also essential for luxury listings where out-of-town buyers are common. Finally, if your property has tenants that keep the property clean, it may be a good idea to get a virtual tour done. It usually is hard to schedule times with tenants to have potential buyers see the property. A virtual tour ensures only interested buyers come through. This minimizes scheduling headaches and keeps the tenants happier.
The "No" Signal: If the property is a "fixer-upper" where the goal is to get people through the door to see the potential, you might stick to high-end still photography and a floor plan. We cannot digitally alter the images to take out clutter or other items in a virtual tour, so any time the property is not clean, tidy, or in good condition, it may be a sign to not do a virtual tour.
Virtual tours are a high-leverage tool, but they require a strategic eye. At Real Square, we help you decide which marketing assets will actually put money in your pocket—not just what looks cool on a screen.