New Study Shows Most Real Estate Buyers and Sellers Prefer Listings with 3D Tours

What would you say to a strategy known to attract four out of five people in the real estate market? And what if that same strategy encouraged a compelling number of clients to recommend your business to their friends? Would you pass on the opportunity? Would you turn and walk the other way? Well, a new study announced by Matterport , the leader in spatial data and 3D imaging, found that nearly 80 percent of buyers and sellers would switch to an agent who offers listings with 3D virtual property tours.

A poll of a thousand real estate buyers and a thousand sellers revealed that people are no longer satisfied with static real estate photography alone. They prefer a more immersive experience. So much so, that more than half of potential buyers indicated that they would actually buy a property sight unseen if there was a 3D showcase available online.

Making the most of a first impression

When it comes to listing a property or generating leads, a first-rate first impression is key. Whether you pin up a real estate flyer , mail out a batch of postcards , or send out a message on social media for real estate , every time you produce marketing material, your aim is excellence: stunning photography, bold imagery, classy design, clear composition, brand recognition. And there is no single marketing strategy that alone can do the job. That is why, for instance, print advertising is a relevant strategy in today’s real estate market. Your marketing approach needs to be comprehensive.

That said, a 3D virtual tour can have an immense impact. According to a report from the National Association of Realtors (NAR), “among all generations of homebuyers, the first step taken in the home search process was to look online for properties.” People are heading online for their real estate searches.

Nowhere is that more evident than with younger buyers. With little surprise, Millennials and those in Generation Z particularly favor immersive listings. And most of them would switch to an agent who offered 3D showcase services. Since Millenials make up the largest percentage of the real estate market – and with younger tech-savvy generations following on their heels – agents can hardly afford to ignore the opportunity to make a splash with 3D tours prominent in their listings.

What’s more, those younger prospects tend to readily share their experiences. The NAR suggests that referrals by friends, neighbors, or relatives are “higher among younger buyers such as 28 years and younger.” That 3D virtual tour not only frames a property in a positive light, it also showcases your business.

That first impression can last a long time.

Impressing the real estate market

Impressions matter. Not only the first impression of a property, or of you as an agent, but also the impressions that 3D tours have on buyers and sellers in the market.

According to the Matterport study, more than 90 percent of prospective buyers would be more likely to buy a property if the listing included an immersive 3D tour. Nearly the same number reported that they would prefer to work with an agent who could offer the service over those who could not. And 80 percent said they would switch to an agency who offered 3D tours rather than those who featured only still photography. And most would take their friends and relatives with them.

Likely the reason so many buyers and sellers gravitate toward virtual tours goes beyond mere preference. In the study, respondents from both groups (including 99.4 percent of sellers) believe that offering 3D virtual tour services would improve the competitive edge of a listing. 89 percent of sellers suggest that their listings would perform better – sell faster – with a virtual walk-through. And again, nearly 90 percent of prospective buyers said that they would be more interested in a 3D tour that allowed them to take digital measurements of walls, doors, rooms, and more.

What is Matterport ?

In today’s high-tech world it is not difficult to imagine what it would be like to take a tour through a home, condo, apartment, office, restaurant, boat, or any other property for sale. People are used to movies and documentaries and reality television. Home remodeling shows regularly walk viewers through the before and after tours of renovated properties. And most of it can be seen on the internet.

But what about an online tour of a real estate offering? A virtual open house ? Not a scripted movie set, but a go-where-you-like self-guided tour through every part of a property, viewable on any mobile device or computer. For your client, a Matterport 3D tour lends a realistic sense of what a property looks like through virtual reality technology – all in the comfort of their own home or car or restaurant booth. Or any other location. 

Matterport 3D Virtual Tours offer a new and exciting immersive 3D technology that allows a customer to not only “walk” through a space, but also view a 3D floorplan and doll house view, all in high-resolution, high-definition imagery that goes far beyond a simple slideshow of photographs. Their special camera technology also allows viewers the option to take measurements of property features.

What does Matterport mean for you ? When you offer a Matterport Showcase with your property listings, you not only make a great first impression and capture the attention of your customers, but you also boost your business. Include Matterport 3D virtual tours on your website and you have the opportunity to improve your SEO strategy by offering quality content, improve your bounce rate and time on page, create backlink options, and escalate shares on social media.

If buyers and sellers of all ages prefer an immersive online experience as part of their real estate journey, you might be hard-pressed to find another vehicle to reach more prospects. With 80 percent suggesting they would switch to an agent who offers such a service, you can hardly afford not to. In fact, there might not be much of a market left for the agent who chooses to sit on the sidelines.

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