Virtual tours in Australian real estate accelerated during COVID lockdowns out of necessity. Now, with open inspections long since returned to normal, the interesting question is which agencies kept using them and why. The answer tells us something useful about where VR and 360 technology genuinely adds value in property sales.

The Current State of Play

A survey of major Australian real estate portals and agency websites reveals a clear pattern: virtual tours have become standard for higher-end listings and are increasingly common across the market.

On realestate.com.au, listings with virtual tours receive 40-60% more engagement than those without, according to data the platform has shared with agency partners. Domain reports similar figures. The numbers aren’t surprising — buyers prefer more information over less — but they do confirm that virtual tours have moved beyond novelty.

The agencies that have embedded virtual tours into their standard workflow tend to operate in competitive markets where presentation quality differentiates listings. In Sydney’s eastern suburbs, Melbourne’s inner east, and Brisbane’s premium riverside suburbs, virtual tours are now expected rather than appreciated.

The Platforms Australians Are Using

Matterport dominates the professional end of the Australian market. Its 3D scanning technology creates “digital twin” walkthroughs that let buyers move through a property at their own pace. The Pro2 camera is the standard tool, though Matterport now supports capture via iPhone LiDAR, lowering the barrier to entry. Typical costs in Australia: $300-$600 per property for a professional scan, or $400-$700 per month for the software subscription if scanning in-house.

Ricoh Theta cameras are popular with agencies doing virtual tours at volume. The image quality is a step below Matterport, but the workflow is faster and cheaper. A Theta Z1 costs around $1,000 AUD, and a property can be captured in 20-30 minutes.

EyeSpy360 and CloudPano are used by agencies looking for a straightforward, lower-cost 360 tour platform. Both offer hosting, branding customisation, and embeddable players for agency websites.

Realiste is an Australian-built platform gaining traction, particularly among agencies in Victoria and Queensland. It focuses on integrating virtual tours with property data and agent workflows.

REA Group’s own tools within realestate.com.au have been expanding, including support for embedded virtual tours and floor plan integration directly within listings.

What Actually Works

After speaking with agents and agency principals across Sydney, Melbourne, and Brisbane, the consensus on what virtual tours actually achieve is more nuanced than the marketing would suggest.

Pre-qualifying buyers. This is the number one benefit cited by agents. Virtual tours allow buyers to inspect remotely and decide whether an in-person visit is warranted. One Sydney-based principal agent put it simply: “We went from 40 people at an open home with 5 serious buyers to 20 people with 12 serious buyers. The virtual tour did the first filter for us.”

Interstate and overseas buyers. For properties targeting investors or relocating professionals, virtual tours are close to essential. Agencies in markets with significant interstate migration — Brisbane and the Gold Coast in particular — report that virtual tours are a deciding factor for sight-unseen offers.

Vendor engagement. Offering a virtual tour as part of a listing package is a competitive advantage when pitching for the listing itself. Vendors perceive it as a premium service, and agencies report that it supports higher commission discussions.

Time on market. The data here is suggestive but not conclusive. Several agencies report that properties with virtual tours sell 5-10 days faster on average, but isolating the effect of the virtual tour from other variables (price, location, marketing spend) is difficult.

Where Virtual Tours Fall Short

Older and less photogenic properties. A virtual tour of a dated fibro cottage shows every scuff mark and dated fitting in high resolution. For properties that sell on potential rather than presentation, a virtual tour can work against the listing.

Small apartments. A 45-square-metre studio doesn’t benefit much from a walkthrough experience. Still photos and a floor plan often communicate the space more effectively.

Cost at volume. Agencies listing 50+ properties per month face a real question about whether every listing justifies the cost. The emerging standard is to offer Matterport-quality tours for premium listings and simpler 360 tours or video walkthroughs for mid-range properties.

The VR Headset Question

The elephant in the room is that almost nobody views real estate virtual tours in a VR headset. The vast majority of engagement happens on laptops, tablets, and phones — navigating a 3D model with a mouse or touchscreen.

Some premium agencies have experimented with offering VR headset viewings in their offices. The feedback is positive but uptake is limited. This may change as headsets become more common in households, but for now, the VR aspect of “virtual tours” is more about the 3D digital model than the headset experience.

The Practical Verdict

Virtual tours have earned their place in Australian real estate marketing. They’re not a gimmick — they genuinely improve buyer engagement, pre-qualification, and the agent’s value proposition to vendors.

The smart approach for Australian agencies is tiered: professional 3D scans for premium listings, quick 360 tours for the mid-market, and traditional photography for entry-level stock. That way, the investment matches the return across the portfolio.

The technology is mature enough that the question isn’t whether to use virtual tours, but how to integrate them efficiently into your existing listing workflow.