How Can UK Property Agents Use Virtual Tours in Their Marketing Mix?

The UK property market has witnessed remarkable transformations in recent years, particularly regarding the methods of showcasing properties. Virtual tours have surged in popularity, with more and more real estate agents integrating them into their marketing strategies. This article will explore the ways UK property agents can harness the power of virtual tours in their marketing mix.

The Power of Virtual Tours in Property Marketing

Before we delve into the specifics of how real estate agents can make virtual tours part of their marketing mix, let's first understand the power of virtual tours in property marketing.

Virtual tours provide potential buyers with a 360-degree view of a property without the need for physical viewings. With the click of a button, buyers can tour a house from the comfort of their own homes, at a time that suits them. This not only saves time but also broadens the reach of a property listing beyond local buyers to an international audience.

Digital tools have revolutionized the way we interact with the world, and the property market hasn't been left behind. In an age where most buyers start their property search online, virtual tours can make a property stand out and attract more viewers.

How Virtual Tours Enhance the Online Viewing Experience

Incorporating virtual tours into a property listing enhances the online viewing experience for potential buyers. They offer a realistic, interactive experience that static photos can't match.

Virtual tours provide a sense of space and layout that photographs often fail to convey. They allow potential buyers to explore the property at their own pace, focusing on areas of interest. This immersive viewing experience gives buyers a better understanding of the property, which can lead to increased enquiries and sales.

For potential buyers who are unable to attend physical viewings due to distance or time constraints, virtual tours can be a gamechanger. They can tour the property when it suits them, without the pressure of arranging a viewing appointment.

Virtual Tours as a Time-Saving Tool for Property Agents

Virtual tours aren't just beneficial for buyers; they also save time for property agents. By offering virtual tours, agents can filter out less interested buyers, focusing their time on those who show a genuine interest in the property.

Traditionally, agents have to juggle their schedules to accommodate multiple viewings, often at inconvenient times. With virtual tours, they can offer unrestricted access to the property 24/7. This means that potential buyers can 'view' the property at a time that suits them, freeing up the agent's time for other tasks.

Virtual tours also eliminate the need for multiple viewings from the same buyer. As the buyer has the freedom to revisit the tour as many times as needed, they can make a more informed decision without the need for second or third viewings.

Using Virtual Tours in Marketing Strategies

Virtual tours can be a powerful tool in a property agent's marketing strategy. To make the most of them, agents need to promote them across all their marketing channels.

This could be on the property listing on their website, social media platforms, email newsletters or property portals. By promoting the virtual tour in these ways, agents can reach a larger audience and increase the visibility of the property.

Agents can also use virtual tours as a lead generation tool. By requiring viewers to enter their contact details before access to the tour, agents can collect valuable information about potential buyers. This can help them tailor their follow-up communications and offer a more personalised service.

Virtual Tours and Sales Performance

The impact of virtual tours on sales performance is not to be underestimated. Properties with virtual tours have been found to receive 40% more clicks than those without, leading to a higher number of enquiries, viewings and, ultimately, sales.

Virtual tours can speed up the sales process by providing potential buyers with all the information they need to make a decision. As a result, properties with virtual tours can sell faster than those without. They also tend to attract higher offers, as buyers have a better understanding of the property's value.

In conclusion, virtual tours offer numerous benefits for both property agents and buyers. For agents, they save time, increase the reach of their listings, improve the quality of their leads, and boost sales performance. For buyers, they offer a convenient, immersive and informative viewing experience. Therefore, integrating virtual tours into a property agent's marketing mix is a strategy worth considering.

Virtual Tours as a High-Quality Interactive Tool

Virtual tours serve as a high-quality interactive tool in property marketing. This is a key aspect of their appeal. They offer a sense of immediacy and interaction that still photographs or written descriptions simply can't match. They give prospective buyers the ability to fully explore a property, moving from room to room at their own pace, without any pressure.

Virtual tours can be even more engaging when they're supplemented with additional interactive features. For instance, floor plans can be included to provide an overview of the property's layout. Information hotspots can be added to highlight specific features or appliances within the property. Interactive tools can also allow users to measure rooms or even place virtual furniture, helping them visualise how they would use the space.

This kind of interactive content can make a huge difference in capturing potential buyers' attention and enticing them to learn more about the property. It's therefore critical for estate agents to optimise the quality and interactivity of their virtual tours to ensure they're as engaging and informative as possible.

Advantages of Virtual Tours for Different Types of Properties

The utility of virtual tours isn't limited to any specific type of property. Estate agents can leverage them to market a wide range of properties, from residential homes and apartments to commercial offices and even plots of land.

For residential properties, virtual tours can enable potential buyers to get a feel for the home’s atmosphere and visualise themselves living there. For commercial properties, they can give a comprehensive view of the space available, something that is crucial for businesses when considering the functionality and layout of a potential office or retail space.

Virtual tours can also be very useful for marketing properties that are still under construction. With the help of virtual reality technology, agents can provide a realistic representation of what the completed property will look like. This can be particularly useful in the marketing of new developments or off-plan properties.

In essence, virtual tours can cater to the unique requirements of different types of properties and potential buyers, making them a versatile tool in an estate agent's marketing arsenal.


As the property market continues to embrace digital innovation, the importance of virtual tours in the marketing mix of estate agents cannot be overstated. They offer an immersive and interactive viewing experience, save time for both agents and buyers, and have been shown to positively impact sales performance.

Their versatility makes them suitable for different types of properties, and their interactivity helps to maintain potential buyers' interest. By including virtual tours in their marketing strategy, estate agents can enhance their property viewings, attract a larger and more global audience, generate high-quality leads, and ultimately increase their sales.

In this digital age, where buyers are increasingly starting their property search online, estate agents who are not utilising virtual tours are missing out on a vital opportunity to engage their audience and stand out from the competition.