360 Real Estate Tours Explained: Zillow, Matterport, and iGUIDE
In today’s real estate market, 360° virtual tours are no longer a “nice to have” — they’re an expectation. Buyers want to explore a home on their own time, understand layout before booking a showing, and feel confident before stepping foot inside.
But not all virtual tours are created equal.
Three of the most common 360 tour platforms used in real estate today are Zillow 3D Home, Matterport, and iGUIDE. Each serves a slightly different purpose, comes with its own strengths, and has trade-offs depending on the type of listing and marketing strategy.
Below is a clear breakdown of how each platform works, along with the pros and cons of each, so you can decide which is right for your listings.
Zillow 3D Home Tours
What It Is
Zillow 3D Home is Zillow’s native virtual tour platform, designed to integrate seamlessly into Zillow listings. Tours can be created using the Zillow app with a compatible 360 camera or even certain smartphones.
Best For
Entry-level and mid-range listings
Agents focused heavily on Zillow traffic
Quick, cost-effective virtual tours
Pros
Free to publish on Zillow – No hosting fees
Boosts visibility on Zillow – Listings with 3D tours often stand out more in search results
Simple and fast to create – Minimal setup and learning curve
Mobile-friendly experience – Easy for buyers to navigate
Cons
Limited features – No measurements, or advanced navigation
Lower visual polish – Image quality and smoothness are basic compared to other platforms
Zillow-only ecosystem – Limited branding and less flexibility outside Zillow
Bottom Line
Zillow 3D Home is a great entry point into virtual tours, especially for agents who want something quick, affordable, and Zillow-focused. It’s functional, but not designed for high-end marketing.
Matterport 3D Tours
What It Is
Matterport is one of the most widely recognized and advanced 3D tour platforms in the industry. It creates fully immersive, interactive tours complete with a 3D “dollhouse” view, floor plan navigation, and optional measurement tools.
Best For
Luxury homes and premium listings
New construction and architectural marketing
Properties where layout and flow are critical
Pros
Highly immersive experience – The 3D dollhouse view is unmatched
Professional, polished look – Sets a premium tone for listings
Accurate spatial understanding – Buyers can truly grasp the home’s layout
Multiple add-ons available – Floor plans, highlight reels, measurement tools, and tags
Easy sharing across platforms – MLS, websites, and social media
Cons
Higher cost – Both capture and hosting fees are typically more expensive
Hosting dependency – Tours are tied to an ongoing Matterport subscription
Larger file sizes – Can load slower on weak internet connections
Bottom Line
Matterport is the gold standard for immersive virtual tours. It delivers the most “wow factor,” but comes at a higher price point, making it best suited for listings where marketing quality is a top priority.
iGUIDE Virtual Tours
What It Is
iGUIDE combines 360° photography with accurate floor plans and measurements, offering a practical, information-rich tour experience. Rather than focusing on a 3D dollhouse, iGUIDE emphasizes usability and spatial clarity.
Best For
Buyers who value accurate measurements
Out-of-state or relocation clients
Listings where layout clarity matters more than visual effects
Pros
Accurate floor plans included – A major differentiator
Room-by-room navigation – Clear and intuitive experience
Measurement tools built-in – Helpful for serious buyers
No long-term hosting fees – Tours are typically hosted long-term
Fast loading – Lightweight compared to full 3D scans
Cons
Less visually immersive – No 3D dollhouse view
More informational than emotional – Doesn’t have the same visual impact as Matterport
Smaller brand recognition – Less familiar to some buyers
Bottom Line
iGUIDE is ideal for buyers who want clarity, accuracy, and practicality. It’s especially valuable for floor plan–driven decisions and relocation buyers who rely heavily on measurements.
Which 360 Tour Is Right for Your Listing?
Choosing the right virtual tour depends on price point, target buyer, and marketing goals:
Use Zillow 3D Home when speed, simplicity, and Zillow exposure matter most.
Use Matterport when presentation, immersion, and high-end marketing are critical.
Use iGUIDE when buyers need accurate floor plans and measurements to make confident decisions.
Many professional real estate media companies offer multiple tour options so agents can match the technology to the listing — not the other way around.
Final Thoughts
360° virtual tours are no longer optional. They save time, attract more qualified buyers, and elevate your listing’s online presence. Understanding the differences between Zillow, Matterport, and iGUIDE ensures you’re using the right tool for the job — and getting the best return on your marketing investment.
If you’re unsure which option fits your next listing, a professional real estate media provider can help you choose the best solution based on your goals, budget, and target audience.
