Virtual Tours: Revolutionizing NYC’s Real Estate Marketing
By Jeff Goodman
Licensed Real Estate Agent, Brown Harris Stevens
Introduction
Over the course of my career as a fourth-generation New Yorker and real estate professional with Brown Harris Stevens, I’ve seen countless trends reshape how we present and sell properties. But few innovations have been as transformative—or as timely—as the rise of virtual tours. Especially in a fast-paced, global city like New York, where time is scarce and decisions are big, virtual tours have become more than just a convenience—they’re now a necessity.
Virtual tours are revolutionizing the way we market and sell real estate in NYC. They allow buyers to explore properties on their own time, from anywhere in the world, and they empower sellers to showcase homes in their best light, 24/7. Whether you’re a seller looking to gain an edge in a competitive market or a buyer trying to narrow your options efficiently, virtual tours offer an unparalleled solution.
Let’s explore how virtual tours are transforming real estate marketing in New York—and how you can use this powerful tool to your advantage.
The Rise of Virtual Tours in NYC Real Estate
Virtual tours gained mainstream attention during the early days of the pandemic when in-person showings were restricted. But even as open houses have returned, virtual tours have stayed. Why? Because they offer a solution to challenges that have long plagued New York’s real estate market: limited availability for in-person visits, out-of-town buyers, packed schedules, and the need to quickly evaluate a large number of properties.
Today’s virtual tours are far more than just photo slideshows or video walk-throughs. Thanks to advancements in 3D scanning and immersive media, buyers can now “walk through” properties digitally, exploring every corner of a home with control over where they look and how they move through the space.
Platforms like Matterport, Ricoh Tours, and even simple 360-degree video tools make it easy for buyers to step into a listing—virtually—before ever stepping foot in the building.
Why Virtual Tours Work in NYC
1. Appeal to Out-of-Town and International Buyers
New York City is a global real estate hub. A significant portion of buyers either live abroad or are relocating from out of state. Virtual tours give these buyers an immersive experience without requiring them to travel, making it possible to make purchasing decisions faster and with greater confidence.
I’ve worked with buyers who purchased high-end apartments without seeing them in person, simply because the virtual tour provided a clear, comprehensive view of the space. In some cases, the digital experience was so detailed they felt like they’d already lived in the home.
2. Save Time for Both Buyers and Sellers
In a city where everyone is juggling busy schedules, time is one of the most valuable currencies. Virtual tours allow buyers to preview properties at their convenience—day or night. This not only saves them time but also helps agents and sellers focus on truly interested parties.
By the time a buyer schedules an in-person viewing, they’re already halfway through the decision-making process, which means showings are more productive and serious offers come in faster.
3. Highlight Your Home’s Best Features 24/7
A virtual tour never gets tired, never forgets a selling point, and never needs to clean up the apartment before a showing. It presents your home in its best light, every time. From the natural light streaming into the living room at noon to the custom finishes in the kitchen, a virtual tour allows you to guide potential buyers through what makes your home special.
And because it’s always available, buyers can revisit the tour multiple times, helping them remember your home among the many they’re considering.
4. Boost Your Listing’s Online Visibility
Today’s buyers begin their search online—and the listings that stand out are the ones that offer more than just photos. Listings with virtual tours consistently receive more clicks, longer engagement times, and higher inquiry rates.
In NYC’s crowded digital marketplace, where a buyer may scroll through hundreds of listings in one sitting, a virtual tour helps your property rise to the top.
What Makes a Great Virtual Tour
Not all virtual tours are created equal. To ensure your tour resonates with buyers, it needs to be thoughtfully produced and aligned with your marketing strategy. Here’s what I advise every seller to consider:
Professional Equipment and Lighting
Whether you’re using 3D capture or 360-degree video, professional-quality visuals are essential. Blurry images, poor lighting, or awkward angles will turn buyers away. Work with a photographer or agency that specializes in real estate virtual tours to ensure a polished, seamless experience.
Clean, Staged Spaces
Virtual tours give buyers an intimate look into your home—so make it count. Declutter, deep clean, and stage your apartment before filming. Keep furniture minimal yet stylish to show off the space without overwhelming it. Every detail matters, from artwork to countertops.
Narration or Hotspot Tags
To enhance engagement, consider adding narration or “hotspot” tags within the tour that highlight key features like a walk-in closet, wine fridge, or smart home system. These small touches help guide the buyer’s eye and create a more informative and memorable experience.
Mobile Optimization
Ensure your virtual tour works smoothly on smartphones and tablets. Many buyers browse listings on their phones, and a tour that doesn’t load properly or isn’t user-friendly on mobile devices will be a missed opportunity.
Combining Virtual Tours With Other Marketing Tools
While virtual tours are powerful, they work best as part of a broader marketing strategy. Here’s how I typically combine them with other tools to create maximum impact:
- Professional Photography for crisp, beautiful listing photos that grab attention in search results.
- Floor Plans to help buyers visualize the layout.
- Social Media Integration to promote the virtual tour on platforms like Instagram, Facebook, and LinkedIn.
- Email Campaigns targeted to brokers and potential buyers with direct links to the tour.
- Listing Sites such as StreetEasy, Zillow, and Realtor.com, where tours are prominently featured and often prioritized in search results.
The goal is to create a cohesive, multi-channel approach that drives traffic to your listing and keeps your apartment top of mind.
Looking Ahead: The Future of Real Estate Marketing
Virtual tours aren’t a passing trend—they’re a permanent shift in how we experience and sell homes. As technology continues to evolve, we’ll likely see even more immersive experiences, from augmented reality furniture placement to real-time video walkthroughs with live agents.
In NYC, where every square foot matters and competition is fierce, embracing this technology gives you a distinct edge. It shows buyers that you’re serious, prepared, and presenting your property with care and professionalism.
Final Thoughts
Selling real estate in New York City has always demanded creativity, strategy, and attention to detail. Virtual tours embody all three. They provide a dynamic, immersive experience that resonates with today’s tech-savvy, time-conscious buyers and positions your property ahead of the competition.
Whether you’re selling a cozy West Village studio or a spacious Upper West Side classic six, a well-executed virtual tour can be the difference between lingering on the market and landing that ideal offer.
As you prepare to list your home, make virtual tours a central part of your marketing plan. With the right preparation and presentation, you’ll not only sell your apartment faster—you’ll sell it smarter.
About Jeff Goodman
Jeff Goodman is well known as the “Quintessential New Yorker®”, and he and his team are at leading NYC broker Brown Harris Stevens. Having an extensive career in the field of real estate Jeff has a deep understanding of Manhattan, Brooklyn, and parts of Queens and the Bronx. Jeff’s clients’ missions are his vision: he guides, educates and advocates for them. This philosophy has made him a trusted advisor to those he works with and for. Jeff is passionate about New York’s amazing neighborhoods and showcases them through his “Rediscovering New York” podcast and walking tours. This programming has earned him recognition from RIS Media as a “Newsmaker” for six consecutive years.
