How Buyers Really Use Virtual Tours (with Statistics)

What do buyers actually do when they open a virtual tour? Most real estate agents don’t know the answer and rely on gut instinct — but the data paints a very clear picture. Anyone who understands how prospects interact digitally with a property can steer their marketing strategy with precision and dramatically reduce unnecessary viewing tourism.

This article examines, using international studies and concrete click data, how buyers actually use 3D tours. We rely on data from Harvard Business School, the National Association of Realtors (NAR), Redfin, and Matterport to provide you with a crystal-clear picture of current market reality.

Today, the first contact between buyer and property takes place almost exclusively on portals such as Homegate or ImmoScout24. Here, seconds determine the click. Listings that offer a virtual tour enjoy a measurable competitive advantage.

Click-through rate and views

Statistics from Realtor.com show that listings with 3D tours generate 87% more views than those without. The Planet Home study adds that the pure click-through rate increases by up to 40% when dynamic visual content is available. Portals have recognized this trend and now offer specific search filters for “3D tours” — a clear signal that users are actively looking for this type of pre-viewing experience.

Time on page and engagement

Time spent on a webpage is a direct indicator of interest. While static images are clicked through quickly, visitors interact with Matterport listings 3 to 6 times longer, according to Apartments.com. Overall, online interactions increase by around 600%. For you as an agent, this means that a prospect is already engaging intensively with the layout and details of the property online before ever picking up the phone.

There is hardly any topic in real estate marketing that is as controversially discussed as the impact of 3D tours on the sale price. We take a look at the two most important camps of research.

The positive figures from the Matterport study

An academic study by Texas Tech University analyzed more than 143,000 listings. The result was impressive: properties with a 3D tour sold up to 31% faster and achieved a sale price up to 9% higher. Another survey by Redfin underscores buyers’ digital willingness to act: 63% of buyers said they had already made an offer on a property they had never seen in person, only virtually.

The nuances of the Harvard Business School study

As your professional partner, radical transparency is important to us. A comprehensive study by Harvard Business School (75,178 transactions) shows a more differentiated picture: once you control for the general quality of a listing, the effect on the final sale price is often smaller than expected.

However, the researchers found that the true value lies in the filtering function. A virtual tour does not necessarily help buyers “like” a house more — but it helps them enormously to recognize quickly when a property is not the right fit. At first glance, that may sound negative, but it is actually the biggest lever for your success: you attract only those prospects whose expectations match reality.

Are you interested in which functions are used most often in a tour? Buyers behave very purposefully in a digital twin.

Navigation behavior and return visits

Serious prospects spend between 5 and 10 minutes in a tour. Particularly interesting: tours are often opened again after an in-person viewing. Buyers then use them as a reference to check details (for example, “Where were the power outlets in the bedroom?” or “What kind of flooring is in the bathroom?”). In addition, the links are often shared with co-decision-makers (family members, architects) who could not attend the in-person appointment.

The most popular features

• Dollhouse view: The 3D miniature model is often used at the beginning to get a feel for the overall volume of the property.
• Measurement tool: An exclusive feature that we at Visualista often emphasize. Buyers measure window widths or furniture placement areas online — a huge help for emotional planning.
• Floor plan mode: For quickly checking the logic of the layout.

The use of digital tools depends strongly on the age of the target group. Since the median age of first-time buyers, according to NAR 2025, has risen to 40 years, we are dealing with a technologically savvy buyer segment.

• Millennials & Gen Z: These “digital natives” almost take virtual tours for granted. They use them to build an emotional connection and are the most willing to buy remotely.
• Best agers (45+): This group uses tours primarily as an efficiency tool. They check accessibility, room layout, and use the tour for hard pre-selection in order to save time.

The biggest pain point for many agents is “viewing tourism.” Virtual tours act like an automatic sieve here.

Pre-qualification through self-selection

Buyers who request a viewing after an intensive 3D tour are pre-qualified. They already know the floor plans and ceiling heights. Our partner agents in Zurich and Central Switzerland report massive day-to-day relief. One saved unnecessary on-site appointment roughly means a time saving of half a day per property.

And this is not just about the agent’s travel time. Owners also benefit enormously: the often time-consuming preparation — tidying up, cleaning, and getting the property ready for strangers — is avoided for those prospects who would not have liked the property anyway.

The global market for virtual tours is growing rapidly and is expected to reach a volume of more than USD 74 billion by 2030. In Switzerland, this trend has long since arrived. Major portals natively support the integration of Matterport links, and the expectations of property seekers are rising continuously.

Do virtual tours really lead to a higher sale price?

Some studies show prices up to 9% higher. More realistically, however, the focus should be on speed: faster marketing and higher lead quality help protect the price from erosion caused by staying on the market too long.

How much time do buyers spend in a virtual tour?

Serious prospects invest 5 to 10 minutes. Casual prospects leave after 30 seconds. Time spent in the tour is therefore an excellent indicator of how serious a client is.

Do virtual tours replace in-person viewings?

No, they are a complement for pre-qualification. In Switzerland, the physical appointment remains crucial for building final trust. At present, virtual tours are either used independently by the prospect or the viewing takes place directly on site. So-called “live guided tours,” in which the agent leads the customer digitally through the tour, have not yet become established as a standard in the Swiss market.

Is a virtual tour worthwhile for every property?

For standard properties, professional photos are essential. A tour is especially valuable for high-end properties, complex floor plans, or new development projects. It also positions you as a modern, professional agent.

How much does a professional virtual tour cost in Switzerland?

At Visualista, professional tours start from approx. CHF 299 incl. hosting . Considering the time savings and lead quality, this is an investment with a very high ROI.

The data in 2026 is clear: virtual tours are far more than just a nice gimmick. They increase reach by up to 87%, massively extend time on page, and act as a highly efficient filter for your leads.

At Visualista, we understand not only the technology behind the cameras, but also the psychology and data on the buyer side. We design our tours so that they optimally support the selection function and provide prospects with exactly the information they need in order to say yes. As an owner-managed company with a permanent team of 10 photographers, we also guarantee the flexibility and speed required to present your properties perfectly online within 48 hours.

Interested in data-driven marketing?

Let us plan your professional virtual tour or discover our practical examples here.