Introduction

In today’s digital-first real estate market, buyers expect more than just a few static photos. With advanced technology and changing consumer habits, virtual tours have become a popular way for potential buyers to explore a property from anywhere in the world.

But does that mean traditional photo galleries are outdated? Not at all. Each format has its own strengths, and the most successful listings often combine both.

Download Our Photo Guide for Realtors

1. What Is a Virtual Tour?

A virtual tour is an immersive, interactive experience that allows buyers to “walk through” a property online. Using 360° photography or 3D scanning technology, buyers can navigate from room to room, zoom in on details, and get a realistic sense of the space.

Benefits:

• Immersion: Buyers can explore at their own pace.

• Remote Access: Perfect for out-of-town or international buyers.

• Detailed View: Allows a closer look at layout, finishes, and flow.

Drawbacks:

• Requires more time and higher production costs.

• May not be necessary for smaller or less complex properties.

• Could showcase undesirable parts of the property

Popular Virtual Tours Applications:

• Zillow 3D Tours: Native to Zillow’s platform and easy to use. See Sample Here

• Matterport: The most advanced and robust virtual tour for real estate in today’s market.

Zillow and Matterport are the most popular 3D tours for real estate today - and that is why we provide them for our clients. There are some things that you should take into consideration when booking a 3D tour:

Zillow:

• A basic 3D Tour that is embedded on Zillow’s platform

• Necessary to use for Zillow’s Listing Showcase

• Faster on-site scanning

• Often cheaper than Matterport services

Matterport:

• A superior 3D tour product that has enhanced features like Mattertags and the ability to embed videos

• Works on all platforms (native to Homes dot com)

• Usually is more expensive to produce

• Can take longer on-site to scan than Zillow 3D Tours

Check out our 3D Virtual Tour Portfolio here: VMD 3D Tours

2. What Is a Photo Gallery?

A photo gallery is a curated set of high-quality still images that showcase a property’s key features.

Benefits:

• Quick Overview: Buyers can scan through in seconds.

• Highlight Control: The photographer chooses the best angles and lighting.

• Easy Sharing: Works well on MLS listings, social media, and print materials.

How to avoid it:

• Doesn’t show spatial flow as effectively as a virtual tour.

• Limited interactivity compared to immersive formats.

3. Buyer Behavior: How Each Format Performs

Photo Galleries

Studies show that buyers typically view photos first when browsing listings. A strong photo gallery is often the “hook” that draws them into wanting more details.

• Fast to consume, making it ideal for mobile browsing.

• Great for creating emotional impact with stunning images.

Virtual Tours

Once a buyer’s interest is sparked, virtual tours can deepen their engagement.

• Average viewing time on listings with virtual tours is significantly higher.

• Helps buyers rule properties in or out without an in-person visit — saving time for everyone.

4. Marketing Advantages of Each Format

Photo Galleries:

• Essential for MLS compliance.

• Easily used across platforms, flyers, and emails.

• Works for every type of property.

Virtual Tours:

• Gives a competitive edge for luxury or unique properties.

• Encourages longer time spent on the listing page (good for SEO).

• Appeals to relocation buyers who can’t tour in person.

5. When to Use a Photo Gallery Alone

• Small, straightforward properties.

• Listings with a limited marketing budget.

• Situations where the audience is local and can easily visit in person.

Even then, the gallery must be professionally shot and edited to make the strongest impression.

6. When to Add a Virtual Tour

• High-end or architecturally unique homes.

• Large properties where layout is important.

• Homes targeting out-of-state or overseas buyers.

• Competitive markets where extra features help listings stand out.

7. Combining Photo Galleries and Virtual Tours for Maximum Impact

The best approach isn’t “either/or” — it’s both.

Why it matters:

• Use photo galleries to grab attention with striking, curated shots.

• Offer a virtual tour for deeper exploration and to qualify serious buyers.

On MLS listings, you can lead with the best photo as the thumbnail, then add a call-to-action in the description inviting buyers to “Take a 3D tour now.”

8. Cost vs. ROI

While virtual tours cost more to produce, the investment often pays off by:

Why it matters:

• Increasing perceived value of the listing.

• Attracting more qualified buyers.

• Potentially shortening time on market.

Photo galleries remain the baseline requirement, but adding a virtual tour can elevate your marketing from good to exceptional — especially for premium properties.

Download Our Photo Guide for Realtors

Conclusion

Photo galleries and virtual tours serve different but complementary purposes in real estate marketing. Stunning still images capture attention, while virtual tours engage buyers and give them a true feel for the space.