Real Estate Virtual Tours Explained: Benefits & Why They Are Better Than 360 Walkthroughs
Find out how depth, data, and the emergence of the 'digital twin' are clarifying what it means to offer a true 3D virtual tour experience. See for yourself with a look here at reality capture terminology and what it takes for a fully immersive experience
Find out how depth, data, and the emergence of the “digital twin” clarify what it means to offer a true 3D virtual tour experience. Discover the key to creating a fully immersive experience through reality capture.
A Matterport 3D digital twin featuring the dollhouse view
Do you remember when virtual property tours were just glorified slide shows stitched together into two-minute YouTube videos?
Digital property tours have grown up a lot since then. Now, a high-tech version, the 3D virtual tour, is dominating the space. However, like all exciting new technologies, the 3D tour has spawned a sea of copycats—and despite their claims, many are not 3D at all.
Today, we're going to explore what makes a 3D virtual tour actually 3D, and how real estate agents can tell the difference.
What is a virtual tour?
A virtual tour is an interactive representation of a property or space. While that can be either a 3D digital twin or a 360 walkthrough , the best type of virtual tours provide an immersive experience by accurately replicating the physical environment—and that's where "reality capture" comes in.
Reality capture technology is what sets digital twins apart. These tours recreate as-built environments digitally to give viewers the ability to explore spaces from anywhere, on any device. Viewers can navigate the 3D space simply by clicking or tapping their screen; they can look up or down, as well as side to side, just as they would in real life.
The transition from one point to the next within a good virtual tour should be seamless, without any visual distortions.
What's the difference between 360 walkthroughs and 3D “digital twin” virtual tours—and why is the latter better?
3D Virtual Tour | 3D Virtual Tour |
|---|---|
Captures height, width, and depth for a fully three-dimensional view | Dimensions captured are flat images with height and width |
Technology involves infrared-equipped cameras or AI that capture depth | Technology involves stitched-together panoramas from basic 360 cameras |
Accurate, to-scale models that reflect real-world spaces | Spatial accuracy is limited; lacks true-to-scale representation |
Interaction is immersive, with walkable spaces and full navigation | Interaction involves basic movement through panoramic images |
Advanced “digital twin” technology, pioneered by Matterport | Standard, widely used technology |
Often used for enhanced, realistic property visualization and intelligence | Use case typically includes basic property walkthroughs |
Comparison of 360 walkthroughs and 3D “digital twin” virtual tours
So, what differentiates a true 3D property tour from 360 walkthroughs? It's all about the depth. Some virtual tours only capture two dimensions—height and width—but true three-dimensional tours also capture depth and deliver an accurate representation of the space.
This is typically done with a specialized camera with multiple lenses and infrared that can sense, measure, and capture depth.
However, in utilizing the spatial context of spaces already captured from around the world, Matterport offers virtual tours that add depth to images captured with simple 360 cameras and, in the near future, smartphones.
The resolution and features vary depending on your camera, but the experience remains. In other words, Matterport can create true 3D from 360. Matterport is a pioneer and the leader in 3D tour technology.
Now that you know the difference between a real 3D virtual tour and the stitched-together panoramas that call themselves 3D, that begs the question—does it really matter?
The short answer is yes, and we'll explain why in the next section.
5 benefits of 3D virtual tours for real estate agents
One big difference between 3D and 360 virtual tours is their verisimilitude, or how true to life they are—there's a reason it's known as "reality capture." Consumers are more likely to substitute virtual property tours for in-person tours when they are high-quality and true-to-life.
And that just scratches the surface of the upsides. Specifically, 3D virtual tours offer real estate businesses several benefits, and we've covered five of them below.
Stand out with cutting-edge marketing
When it comes to marketing their properties, most home sellers stick with conventional methods, like calling multiple agents for valuations or relying on static images in listings. Adding 3D virtual walkthroughs instantly sets you apart. These tours are a great real estate marketing tool as they showcase properties in a fresh, modern, and professional way.
They're also an SEO boost—integrating virtual tours into your strategy can improve your search rankings and make your brand more visible online. And in an industry where first impressions matter, a 3D tour is an easy way to leave a lasting one on potential buyers and sellers alike.
Drive more leads and sell faster
Listings with video walkthroughs generate up to 49% more leads and attract four times as many inquiries compared to those with traditional photos.
Home buyers are naturally drawn to immersive experiences that give them a better feel for a space, which means more people reaching out to learn more. Plus, these listings often sell quickly. When time is money, that speed makes a big difference.
Reach buyers anywhere, anytime
Not every buyer has the flexibility to visit a property in person—some are international investors, relocating professionals, or families shopping for student housing. A 3D virtual tour gives them the ability to explore a property from wherever they are, at any time.
It's also perfect for buyers in a hurry to make decisions. Offering a virtual tour means no opportunity is missed, whether it's a late-night browser or someone halfway around the world.
Close deals at higher prices
Research shows that listings with a 3D virtual tour can sell for up to 9% more and close up to 31% faster—and over 90% of those listings relied on Matterport to make it happen.
Buyers make better offers when they can fully understand a property’s potential. Immersive tours—like 3D “digital twin” virtual tours—give them the chance to explore every corner of a home, helping them connect emotionally and see its full value.
Save time with pre-qualified buyers
In-person showings can be time-consuming, especially when buyers walk away unimpressed because the property wasn't what they expected.
That's where high-quality virtual tours make a difference. They help buyers pre-qualify themselves by giving them a clear idea of what the home looks like before they step through the door. This saves you time, reduces wasted effort, and allows you to focus on serious buyers who are ready to make an offer.
What should you ask when evaluating 3D virtual tours?
Now that you know the basics of what makes a virtual tour truly three-dimensional, we're going to leave you with a brief checklist you can use to evaluate providers in the future. Use it to not only determine whether a tour is truly 3D but also to determine if a tour offers other benefits for your business.
Does the tour offer smooth walkthroughs, or is the navigation rough or somewhat jarring? Rough transitions indicate a tour that's probably not 3D.
Does the tour offer a "dollhouse" view of the property? Real 3D tours like Matterport will create a virtual 3D model of an entire property that you can zoom into and out of.
What other assets does the tour provider offer? A single Matterport shoot gives an agent a 3D property tour, a virtual reality tour, high-resolution listing photos, floorplans, and more.
Where can I distribute my tour? Property marketing is important, so look for tours with partnerships with the top online property destinations. Matterport tours, for example, can be automatically distributed to Realtor.com, Homesnap, Homes.com, and beyond. They also automatically produce 'Mattershort' GIFs and video tours that you can easily share on social media and boost potential client engagement.
Of course, these are just some of the essential questions that should be part of your evaluation. In the end, your best bet is a provider who's experienced and trusted in the industry.
The magic of Matterport’s digital twins
A visualization of the data points that connect the true 3D digital twin experience
The true magic of digital twins lies in the spatial depth they capture—and Matterport leads this space, particularly in real estate. While 360 walkthroughs can sometimes feel like a jumble of views, what sets a 3D virtual experience apart is its ability to recreate not just the look, but the feel of a space.
Matterport's AI-powered software transforms depth data into highly accurate, immersive digital twins that give viewers a complete sense of place. In other words, it offers the special context necessary for the creation of a near-perfect digital twin.
For agents, this means more than just stunning visuals—it's about creating an unmatched user experience that helps sell homes faster and at higher prices. Put simply, a 3D “digital twin” virtual tour isn't just optional anymore; it's pretty much essential if you want to stay competitive.
If you're ready to elevate your real estate listings, explore what Matterport can do for your business. Start with a free account and connect with an expert to see how reality capture technology can transform your workflow.
