Real Estate Tour vs. 360 Tour: Which Is Better?
Real estate video tours and 360 virtual tours have evolved with technology, and offer estate agents and property developers new ways to showcase properties online. Two popular options are either filming a real estate tour or creating a 360 virtual tour using a 360-degree camera. So both offer far more than static images but differ in approach. This article explores their differences.
Real estate tour / real estate video tour
A real estate tour or property video tour varies in format, and its execution depends on the audience and what channel real estate videos are being viewed. Naturally, they are executed as a real estate video and can take the following forms:
1. Real estate tour: Promo video
A promo video combines pre-recorded clips with branding, music, and sometimes text or voiceovers. Its main goal is to encourage viewers to book a viewing, making it a key marketing tool. Normally created in landscape format, these videos are shared on listing pages, portals, LinkedIn, and YouTube.
An example real estate promo video
2. Guided real estate tour
Similar to a promo video, a guided real estate tour provides more property details, often featuring an agent, voiceover, text graphics, or a virtual AI presenter. Typically longer, it serves as both a sales and marketing tool. They are traditionally shared on the same channels as promo videos and can also be sent via email, text, WhatsApp, or WeChat to potential buyers.
An example of a guided real estate tour video
3. Real estate tour: Walkthrough video
A real estate walkthrough video blends promo and guided tour styles, and can be filmed in landscape for listings or vertical for social media. These quick, one-take videos with trendy music provide fast property previews for marketing and virtual viewings. They work best without voiceovers, ideal for social media where many browse with the sound off.
An example of a real estate walkthrough video
4. Real estate tour: Video ads
Property video ads are concise, 15–30 second videos used for posts and sponsored ads. They complement a larger strategy to increase viewings, enhance brand awareness, and attract more listings.
An example of a real estate video ad
Benefits of a real estate tour
1. Engaged storytelling
Firstly, a key advantage of real estate tours over virtual tours is their ability to craft an engaging property narrative. Video allows real estate agents and realtors to showcase a property in a way that resonates with potential buyers. Thus video adds narration, music, and local footage to build a property’s story.
This builds aspiration and inspiration, fostering a deeper emotional connection. Furthermore, a National Association of Realtors study demonstrated that real estate video tours engage buyers twice as much as virtual tours.
2. Increased visibility and engagement
Secondly, video is designed to be shared and is the most shared form of media online – it is shared 1200% more than text and image combined. This increases visibility and reach which puts more eyeballs on your property video tour and your brand.
In addition, search engine and social media algorithms prioritise video, helping your content rank higher in results. Websites with video content are 53 times more likely to rank on the first page of Google search results. Conversely, virtual tours are less easy to share which reduces visibility and reach.
3. Ease of access
Thirdly, a real estate video tour is also relatively easy to create and most people are familiar with video and consume it on a daily basis. You can create a real estate video tour easily with just the phone in your pocket and minimal equipment. Learn more about real estate videography here.
Conversely, most virtual tour providers still rely on specialised 360 cameras, though some are adapting the technology for mobile use. However, both methods require cloud stitching and are more technical by nature.
4. Flexibility, creativity and originality
Fourthly, you can creatively edit and optimise a real estate video tour in different aspect ratios and tailor it for specific channels. This keeps your content fresh, optimised, and suited to the right audience and channels.
On the other hand, virtual tours follow a fixed format, making it harder to tailor content for specific audiences or channels. It is therefore more challenging to be creative and original and virtual tours are more limited in how they can be packaged and shared.
Summary of real estate video tours
Video drives social media, accounting for 82% of internet traffic. It has propelled the explosive growth of Tiktok, launched the careers of millions, and fuelled the growth of influencers and businesses across the globe. Unsurprisingly, the real estate sector is no exception, with more and more property businesses turning to video to drive engagement, increase brand awareness and win more instructions.
Video is a free, accessible tool that lets real estate agents create unique, impactful content to attract leads and boost sales. Social media is driving a surge in real estate videos as brands leverage its power for awareness, positioning, and engagement—just search #property on TikTok, where billions are watching.
Virtual tours, 3D or 360 virtual tours
On the other hand, virtual tours are more interactive and detailed than real estate video tours. They use 360-degree panoramic images which are captured with a 360-degree camera. The captured images are then stitched together using technology. This allows viewers to navigate through the whole property or space, which they do by clicking hotspots. The hotspots are sometimes clickable areas that provide additional information about specific features of the property. Virtual tours are either executed in 2D or 3D format and some include a 3D ‘dollhouse’ view. Undoubtedly, the technology is impressive and the market leader in the virtual tour space is Matteport.
This technology extends beyond real estate, benefiting travel, hospitality, architecture, construction, insurance, facilities management, education, and public spaces like museums and galleries.
A Matteport video introducing the virtual tour technology
Benefits of virtual tours
1. Detailed Property Inspection
Firstly, virtual tours allow potential buyers to explore a property at their own pace, viewing every room and feature in detail. They provide a detailed, inch-by-inch view of the floor plan for a thorough property inspection. Additionally, they often include clickable hotspots which gives viewers richer information about the fixtures and fittings.
2. Remote viewings
Secondly, virtual tours are a great way for buyers to conduct a viewing of a property without being there in person. Where a property video may provide an overview or the ‘best bits’, a virtual tour provides the full picture. Virtual tours may lack the emotional impact and reach of real estate videos but offer a detailed property view for remote inspections. This is particularly relevant for international buyers or those that cannot visit a property in person.
3. 3D dollhouse View
Thirdly, some virtual tour providers offer a ‘3D’ dollhouse view of the property. With real estate video, you see each section of the property bit by bit, but a virtual tour that includes a 3D dollhouse provides a neat way to see the layout of the property as a whole.
4. Business Efficiency
Fourthly, virtual tours can help drive business efficiency by reducing the time spent by agents conducting viewings in person. A virtual tour filters out uninterested buyers, ensuring in-person viewings attract more qualified leads. This saves agents time for higher-value tasks.
So which one is better?
In summary, real estate video tours and virtual tours each have pros and cons, and the best choice depends on your goal, target audience, and business strategy. Real estate video tours are easy to create and effectively engage buyers, attract leads, and boost brand awareness. They can easily be shared too especially for engagement on social media. Though virtual tours require specialised cameras, they’re ideal for detailed property exploration, especially for serious or remote buyers. They work well for property listings but are less engaging on social media.
Real estate video tours serve as a simple and accessible marketing tool that also works for virtual viewings. On the other hand, virtual tours function primarily as a detailed sales and viewing tool.
By understanding the key differences, real estate agents and property developers can choose the best tool to showcase properties online.
For real estate video tours or ads, visit Vidibar for inspiration.
