For decades, real estate marketing relied on photos, print ads, and open houses. Yet even today, many sellers and agents overlook one of the most powerful tools available — 3D virtual tours.
Local real estate broker Brett Furman of the Brett Furman Group has championed this technology for over a decade. After discovering Matterport at a seminar in 2014 with Los Angeles luxury agent Josh Altman of Douglas Elliman, Furman invested early and began using the system for every listing — from modest condos to multimillion-dollar Main Line estates. Altman, an American real estate agent, investor, and reality television personality, is widely known for his appearances on the Bravo television network’s show, Million Dollar Listing.
From Early Innovation to Modern Expectation
In 2015, Brett’s study of 1,200 listings revealed how underused immersive tours were:
| Price Range | Listings with 3D Tours (2015) |
|---|---|
| Up to $250K | 18% |
| $250K–$500K | 16.6% |
| $1M–$1.5M | 36% |
| $1.5M–$2M | 44% |
| $2M+ | 38% |
“At the time, I was shocked to see so few agents taking advantage of the best marketing tool available,” Brett recalled.
The COVID-19 pandemic briefly increased reliance on virtual showings, but adoption plateaued soon after. Even as online engagement soared, many agents failed to adapt — despite data showing Brett’s listings with Matterport tours earned six-times more online views and faster sales.
2025 Research Results — Adoption Still Lagging
A new study of 592 active listings across Haverford, Radnor, Tredyffrin-Easttown, Great Valley, and Lower Merion school districts found only 152 homes (26%) included either 3D or video tours.
| Price Range | Total Homes | Matterport Tours | Other Tours | Total Homes with Tours |
|---|---|---|---|---|
| 0-$249,000 | 19 | 0 | 0 | 0 |
| $250,000-$499,999 | 151 | 7 | 16 | 24 |
| $500,000-$999,999 | 230 | 23 | 49 | 72 |
| $1,000,000–$1,499,999 | 74 | 7 | 15 | 22 |
| $1,500,000–$1,999,999 | 39 | 1 | 6 | 7 |
| $2,000,000+ | 79 | 6 | 21 | 27 |
| Total | 592 | 44 | 107 | 152 |
“The technology is out there,” Brett explained, “but most agents simply don’t want to make the investment. A high-quality Matterport tour takes hours to capture and process, and the equipment costs thousands. Skipping it saves time, but it costs sellers money.”
Chart: 3D Tour Adoption on the Main Line — 2015 vs. 2025
| Price Range | 2015 Adoption | 2025 Adoption |
|---|---|---|
| Up to $249K | 18% | 9% |
| $250K–$499K | 16.6% | 3% |
| $500K–$999K | — | 10% |
| $1M–$1.49M | 36% | 10% |
| $1.5M–$1.99M | 44% | 0% |
| $2M+ | 38% | 10% |
Notably, the $1M–$1.49M price range saw a significant drop from 36% adoption in 2015 to just 10% in 2025. Despite enormous leaps in technology, usage has declined in most categories — revealing how much opportunity sellers have to stand out in 2026.
Why 3D Tours Matter More Than Ever
Modern Matterport tours now integrate AI-generated floor plans, virtual staging, and exportable architectural (.DWG) files — saving homeowners and architects thousands in design costs. Brett and his wife Lisa, the Brett Furman Group’s Chief Matterport Officer, recently used this tool to remodel their Ventnor beach home without hiring a full-service architect or making repeated trips.
Beyond online visibility, the Brett Furman Group leverages 3D tours for innovative direct mail campaigns using Thanks.io. This allows them to send personalized postcards with QR codes that link directly to the 3D virtual tour of a property, extending reach and engagement beyond digital platforms.
“Technology continues to reshape how homes are sold,” Brett said.
“Agents who take the time to create immersive 3D experiences consistently achieve faster sales, higher prices, and happier clients.”
Key 2026 Takeaways
- Only 26% of Main Line listings currently use 3D or video tours, according to the latest study.
- Cost and time commitment remain the biggest barriers to adoption.
- 3D tours significantly increase visibility and engagement.
- .DWG exports and AI enhancements add long-term design and renovation value.
- Early adopters like the Brett Furman Group use 3D technology to maximize listing appeal and client satisfaction.
About Brett Furman Group
The Brett Furman Group, based in Wayne, PA, is known for its All-Inclusive Home Marketing Program, combining HDR photography, drone video, 3D Matterport tours, and personalized client service. Unlike many agents who charge extra for these advanced services, the Brett Furman Group provides high-quality 3D Matterport tours for every listing at no additional cost, ensuring every seller benefits from this powerful marketing tool. Brett’s focus on innovation and integrity has made him a trusted name in Main Line real estate for over 38 years.
For more information or to schedule a Matterport 3D tour, call 610-687-6060 or visit www.BrettFurman.com. Explore our immersive 3D Matterport Tours directly at brettfurman.com/3-d-home-tours/.
This content is published on https://brettfurman.com/best-real-estate-marketing-tools-2026/
