Virtual Tours and 3D Matterport: Do They Actually Sell Homes?

When the pandemic forced lockdowns in 2020, virtual tours went from a nice-to-have to a necessity. Buyers who could not visit homes in person relied on 3D walkthroughs to make purchasing decisions. Some buyers even purchased homes sight unseen based entirely on virtual tour data.

The question now, several years later, is whether virtual tours still add value when buyers can visit homes in person. The short answer is yes, but the reasons have evolved.

Matterport is a 3D capture technology that creates a fully navigable digital model of a home. Unlike a video walkthrough, which follows a fixed path, a Matterport tour lets the viewer move through the home at their own pace, look in any direction, zoom in on details, and revisit rooms as many times as they want.

The technology captures precise measurements, floor plans, and spatial relationships that photos and video cannot convey. Buyers can see how the kitchen connects to the living room, how the hallway flows to the bedrooms, and exactly how much space is in each room. This spatial understanding is something that even excellent photography cannot fully deliver.

Multiple studies have shown that listings with 3D virtual tours receive 40% to 95% more online engagement than listings without them. More engagement means more qualified showings, and more showings typically lead to more competitive offers.

Matterport's own research found that listings with 3D tours sell up to 31% faster and for up to 9% more than comparable listings without tours. While these numbers vary by market and property type, the directional trend is consistent: virtual tours improve outcomes.

Perhaps more importantly, virtual tours reduce wasted showings. Buyers who have already walked through the home virtually arrive at in-person showings better informed and more serious. This saves time for sellers, agents, and buyers alike.

Virtual tours add the most value for properties where the layout, size, or spatial flow is a key selling feature. Large homes, unique layouts, open-concept floor plans, and properties with notable architectural details all benefit from the ability to explore in 3D.

Relocation buyers benefit enormously from virtual tours. Buyers moving to Durham Region from Toronto, other provinces, or other countries often cannot visit multiple properties in person. A 3D tour lets them narrow their shortlist to serious contenders before making the trip.

Estate homes and executor sales also benefit. When beneficiaries live out of town, a Matterport tour gives them a clear picture of the home's condition and layout without requiring a visit. This helps with decision-making around renovation, pricing, and timeline.

Virtual tours do not replace in-person visits. They supplement them. A 3D tour cannot convey neighbourhood feel, street noise, natural light quality, or the dozens of sensory factors that influence a buyer's gut reaction to a home.

For smaller homes or condos with straightforward layouts, the incremental benefit of a virtual tour is lower. A strong photo set and a video walkthrough may be sufficient. The investment in a Matterport tour makes the most sense when the property's spatial features are a meaningful part of its appeal.

We include Matterport 3D tours on listings where they add clear value, particularly larger homes, unique properties, and listings where we expect significant out-of-area buyer interest. The tour is hosted on our website and linked from the MLS listing, and we use it in targeted digital marketing campaigns.

Combined with our professional photography, drone footage, and video content, the virtual tour is one piece of a comprehensive marketing strategy designed to get the most eyes on your listing and the best possible price.

If you are curious about how your home would be marketed, including whether a virtual tour makes sense for your specific property, reach out. We are happy to walk you through our full marketing approach.