Virtual tours have moved from novelty to necessity in property marketing. What began as a pandemic-era workaround has become a permanent expectation among property buyers. The statistics paint a compelling picture: 3D virtual tours reduce time on market, increase buyer engagement, and deliver measurably higher sale prices. For estate agents and property owners across Somerset, Bristol, and Bath, understanding these numbers is essential.
62% of Buyers Actively Seek Virtual Tours
According to Zillow's 2024 Consumer Housing Trends Report, 62% of buyers actively seek out listings that offer immersive 3D tours. This isn't a niche preference — it's a majority expectation. Buyers have become accustomed to exploring properties remotely before committing to an in-person viewing, and they increasingly filter their searches to prioritise listings that offer this capability.
The figure is even more striking when you consider that 54% of buyers say they won't even consider viewing a property that doesn't include a virtual tour, according to research by the National Association of Realtors. In a competitive market like Bath, where desirable properties attract multiple offers within days, failing to offer a virtual tour means losing a significant portion of your potential buyer pool before they've even seen the property.
31% Faster Sales
Matterport's own research, based on analysis of thousands of property transactions, found that homes with 3D virtual tours sell up to 31% faster than those without. Redfin's data supports this, showing that homes listed with Matterport 3D walkthroughs sell an average of 10 days faster.
Why the acceleration? Virtual tours pre-qualify buyers. When someone has already explored every room of a property in 3D — walked through the kitchen, checked the garden from the bedroom window, measured the living room with their eye — they arrive at an in-person viewing with genuine intent. The casual browsers have already filtered themselves out. The people who book viewings after a virtual tour are serious buyers.
For estate agents in Taunton or Bridgwater managing busy viewing schedules, this efficiency is valuable. Fewer wasted viewings means more time spent with genuinely interested buyers, and faster progression from listing to offer.
4-9% Higher Sale Prices
Perhaps the most compelling statistic for sellers: Matterport's research indicates that properties marketed with 3D tours close at 4-9% higher sale prices, depending on the market. On a £300,000 Somerset property, that's an additional £12,000 to £27,000.
The mechanism is straightforward. Virtual tours create deeper emotional engagement with a property. A buyer who has spent 15 minutes exploring a home in 3D has already begun to imagine living there. They've noticed the period fireplace in the sitting room, the view from the master bedroom, the way the kitchen opens onto the garden. By the time they visit in person, they're not evaluating — they're confirming a decision they've already begun to make.
This emotional investment translates directly into willingness to pay. Buyers who feel connected to a property are less likely to negotiate aggressively on price and more likely to move quickly to secure it.
95% More Likely to Enquire
Research consistently shows that buyers are 95% more likely to call or enquire about a listing that includes a virtual tour. This statistic alone should make virtual tours a standard part of every property marketing package.
For holiday lets and Airbnb properties in Somerset — and there are hundreds across Exmoor, the Quantocks, and the coast — virtual tours serve a dual purpose. They help potential guests understand exactly what they're booking, reducing the disappointment and negative reviews that come from mismatched expectations. Properties with virtual tours on Airbnb consistently achieve higher booking rates and can command premium nightly rates.
31% More Time Spent on Listings
Matterport data shows that buyers spend 31% more time viewing listings that include 3D virtual tours. In the attention economy of online property portals, where the average buyer spends just seconds on each listing, this extended engagement is enormously valuable.
More time on a listing means more opportunity for a property's qualities to register. A buyer who spends three minutes exploring a virtual tour of a Georgian townhouse in Bath will notice the ceiling roses, the original shutters, the proportions of the reception rooms. A buyer who glances at five static photos and moves on will not.
Rightmove and Zoopla's algorithms also favour listings with higher engagement. Properties that hold buyers' attention for longer are more likely to appear prominently in search results, creating a virtuous cycle of visibility and interest.
The Technology Is Accessible
One reason virtual tours have become standard is that the technology has become significantly more accessible. Matterport cameras capture entire properties in high-resolution 3D, producing interactive walkthroughs that buyers can explore on any device — desktop, tablet, or smartphone.
As a Matterport-equipped photographer covering Somerset, Bristol, and Bath, I can capture a complete 3D virtual tour during the same visit as a standard photography shoot. The tour is typically ready within 24-48 hours and can be embedded directly into Rightmove, Zoopla, and OnTheMarket listings, as well as estate agent websites and social media.
What About the Somerset Market Specifically?
Somerset's property market has characteristics that make virtual tours particularly valuable. Many buyers are relocating from London, Bristol, or further afield. They may be searching for a rural retreat, a holiday let investment, or a family home with more space. These buyers often can't visit properties easily or frequently — they need to narrow their shortlist remotely before making the journey.
A virtual tour of a thatched cottage in Dunster, a converted barn near Bruton, or a seafront apartment in Watchet allows these remote buyers to make informed decisions without multiple trips to Somerset. It expands the effective buyer pool far beyond the local area.
The Bottom Line
The statistics are unambiguous: virtual tours sell properties faster, for more money, and with less wasted time for agents and sellers alike. In a market where 62% of buyers expect them and 54% won't consider properties without them, offering virtual tours is no longer a competitive advantage — it's a baseline requirement.
If you're marketing a property in Somerset, Bristol, or Bath and you'd like to discuss adding a Matterport 3D virtual tour to your listing, get in touch. I offer virtual tours as part of my photography packages, with 24-hour turnaround as standard.
