A 3D tour lets a buyer walk through the home on their phone, room by room, at midnight, from another state. The question agents ask is simple: does it actually help the listing?
What Zillow found
Zillow compared listings that had a 3D Home tour with an interactive floor plan against similar listings nearby without one, matched on home type, location, price, size and bedrooms, over each listing's first 14 days on the market:
Average lift for listings with Zillow 3D Home tours and interactive floor plans vs. similar nearby listings (Zillow internal data, 12 months through June 2026).
More saves and shares mean more buyers putting the home on their short list and sending it to a partner or a parent, which is exactly what leads to showings.
Who 3D tours help most
- Out-of-state and relocating buyers. Colorado draws a lot of them. A 3D tour lets them narrow their list before they book a flight.
- Busy buyers. They can rule a home in or out without a trip, so the showings you do get are more serious.
- Homes with unusual layouts. Split levels, walkouts and add-ons are easier to understand when buyers can move through them.
In NAR's 2025 survey, 38% of buyers who searched online called virtual tours very useful. Not everyone needs one, but the buyers who do are often the ones hardest to reach any other way.
Zillow 3D tour or Matterport?
Zillow 3D Home tour, $149
Shows directly on the Zillow listing and includes an interactive floor plan. The best value for most homes. It's included in our Diamond package.
Matterport tour, $199
The dollhouse-style tour many buyers recognize, with a link you can paste into the MLS, your website and social media. A strong choice for luxury homes and listings you'll market heavily.
The bottom line
A 3D tour won't replace great photos, but it extends them. If your listing will attract out-of-town buyers, has a layout that's hard to picture, or simply needs to stand out in its first two weeks, it's one of the easiest upgrades to justify.