Virtual Tours & 3D Walkthroughs: Are They Worth the Investment?

Virtual tours exploded during the pandemic, but the question many estate agents are asking in 2026 is whether they are still worth the investment now that in-person viewings are back to normal. The short answer is yes — but with important caveats about when, how, and for which properties they deliver the best return.

According to Matterport's own research, listings with 3D tours close 31% faster and receive 95% more phone enquiries. Zillow reports that homes with virtual tours get 69% more views than those without. But these headline numbers don't tell the full story. Let's break down the technology, the costs, the ROI, and when virtual tours make strategic sense.

The Technology Landscape in 2026

Matterport

Matterport remains the market leader in 3D virtual tours. Their technology creates a complete “digital twin” of a property that viewers can navigate at their own pace, clicking through rooms, looking around 360 degrees, and viewing the property from a dollhouse perspective. The experience is immersive and intuitive.

Matterport scans can be created using their dedicated Pro3 camera ($6,000 / £5,000), the more affordable Matterport Axis smartphone mount ($99 / £80), or even just a compatible smartphone or 360 camera. The quality scales with the equipment, but even smartphone-based scans produce a navigable 3D experience.

iGuide

iGuide differentiates itself by combining virtual tours with accurate floor plans and room measurements, all captured in a single scan. This is particularly appealing in the UK market where detailed floor plans are standard practice. The iGuide Planix camera captures 3D photography and LiDAR measurements simultaneously, producing a comprehensive marketing package.

Other Options

Beyond the market leaders, several other platforms serve the real estate market. EyeSpy360, Kuula, and Zillow 3D Home offer varying levels of quality and features. Additionally, iPhone and iPad models with LiDAR sensors can now create basic 3D scans using apps like Polycam and RoomPlan, making the technology accessible to agents on any budget.

The Real Costs: A Breakdown

Understanding the true cost of virtual tours helps you make an informed investment decision. Here are the three main approaches:

• Hire a virtual tour provider. Professional Matterport operators typically charge $150-400 (£120-320 / AUD $200-500 / CAD $200-500) per property, depending on size and location. This requires no upfront equipment investment.
• DIY with a dedicated camera. Purchasing a Matterport Pro3 ($6,000) or iGuide Planix ($4,500) and a hosting subscription ($70-$310/month for Matterport). Cost per property drops significantly with volume — agents scanning 10+ properties per month can bring the per-listing cost below $30.
• DIY with a smartphone. Using the Matterport Axis mount ($99) and a smartphone, you can create basic scans with a Matterport hosting subscription starting at $10/month for the Starter plan. Quality is lower but often sufficient for standard properties.

When Virtual Tours Deliver the Highest ROI

Virtual tours are not equally valuable for every property. They deliver the highest return in these scenarios:

• High-value properties. For homes above the median price in your market, the marketing investment is proportionally small relative to the commission, and buyers at this level expect premium marketing.
• Relocation buyers. Buyers moving from another city or country cannot easily visit in person. A virtual tour can move them from interest to serious offer without a physical viewing.
• Unique or complex layouts. Properties with unusual floor plans, multiple levels, or standout features benefit enormously from the spatial understanding that a 3D tour provides.
• Winning instructions. Offering virtual tours as part of your marketing package differentiates you from competitors still relying on photos alone. It is a powerful tool for winning new listings.
• Investment and commercial property. Investors and developers who are evaluating multiple properties remotely value the ability to “walk through” a property from their desk.

Virtual Staging Within 3D Tours

One of the most compelling developments is virtual staging integrated directly into 3D tours. Matterport and third-party tools now allow you to add photorealistic furniture to empty rooms within the virtual tour itself. A viewer can toggle between the empty space and the staged version, seeing the potential of each room. Combined with strong photography, virtual staging within tours creates a deeply engaging experience.

Buyer Expectations Are Rising

A 2025 survey by the National Association of Realtors found that 67% of buyers now expect virtual tours as standard when browsing listings online. Among millennial and Gen Z buyers — who represent the largest buying cohort — that number rises to 82%. Failing to provide a virtual tour increasingly signals to buyers that the marketing is substandard.

Beyond buyer expectations, virtual tours also improve the quality of your in-person viewings. Buyers who have already explored a property virtually arrive better informed and more serious. Agents report that virtual-tour-qualified viewings convert to offers at nearly double the rate of cold viewings.

Implementation: Getting Started

If you are new to virtual tours, start by hiring a local Matterport or iGuide operator for your next premium listing. See the response from buyers and the reaction from the vendor. Track viewing requests compared to your standard listings. Once you see the results, you can decide whether to invest in your own equipment or continue outsourcing.

Embed virtual tours prominently on your website listing pages, share them across social media, and include links in email marketing campaigns. The more exposure your tours receive, the higher the return.

Want to add virtual tours to your marketing toolkit? Book a free strategy call and we'll help you choose the right technology and integrate it into your marketing workflow.