Virtual tour vs photo: what to choose for an ad on Cian and Avito
Virtual tour or photo real estate - this choice faces every realtor and owner who prepares an ad on Cyan, Avito or Domklik. Text for those who sell or rent out apartments, houses, commercial premises and want to understand which visual format actually generates calls and views, and which one simply fills out a card. Let's look at both options based on facts: speed of preparation, budget, buyer behavior and conversion to impression. Classic photography - pros and cons Professional photos remain the basic format of classified images. On Cian and Avito, a card with 15–20 frames looks familiar and is indexed by the site search. Pros: low cost (from RUB 3,000 for a standard apartment), quick publication on the day of shooting, clear format for any audience, native support for all message boards. Pros: possibility of retouching, advantageous angles, emphasis on the strengths of the object - high ceilings, view from the window, decoration. Cons: photos show 5-10% of the real space, the buyer does not understand the layout and connection of the rooms. Cons: up to 40% of showings are canceled after an in-person visit - “it seemed bigger in the photo”, “it was not positioned like that”. Cons: the realtor wastes time on offline showings to clients for whom the property is not initially suitable. Virtual 3D tour - pros and cons A 3D tour based on Matterport or similar platforms is a complete digital copy of an object with point-to-point navigation, measurements and a dollhouse view. Pros: the buyer walks through the apartment in 3-5 minutes, sees all the corners, evaluates the layout and square footage without leaving. Pros: According to Matterport, listings with a 3D tour receive an average of 49% more bids and sell 31% faster. Pros: the tour operates 24/7, is convenient for out-of-town and foreign buyers - a common scenario for the premium segment and new buildings. Pros: screening out non-target views - only those who have already made a preliminary decision come to the offline screening. Cons: the cost of shooting above the photo is from 8,000 rubles for an apartment and from 25,000 rubles for a cottage. Cons: Cyan and Avito do not show a 3D tour directly in the card - you need an external link in the ad description. Cons: Tour accommodation required. 360° Space has three options: 360° Space cloud with technical support, deployment on the customer’s server, as well as an offline version for PC or assembly for a VR headset without the Internet. Comparison table: photo and 3D tour for an ad Criteria Photography 3D tour Cost, RUB 3,000 – 7,000 8,000 – 25,000 Preparation time 1–2 days up to 24 hours Object coverage Selective angles 100% of the space Understanding of the layout Weak Full, with measurements Target offline impressions ~60% reach ~85% reach Sales period Basic −31% by Matterport Placement on Cyan/Avito Native in the card Link in the description Our verdict: what to choose for a realtor and owner Do both formats together. Photos cover the requirements of the sites and the first contact in the feed, and the 3D tour works on the second screen - when the buyer opens the card and decides whether to waste time on checkout. According to our practice, the combination of “20 high-quality photos + a link to a 3D tour in the first line of the description” reduces the exposure period by 25–40% compared to ads with only photos. If your budget is limited, choose a format for the segment. For economy apartments up to 8 million rubles, professional photos are enough: the buyer will still go to see it in person. For lots over 12 million rubles, new buildings, country and commercial real estate, a 3D tour pays for itself from the first transaction: it removes the geographical barrier, saves dozens of hours on idle showings and increases confidence in the ad. For agencies and developers, 3D tours quickly turn into an asset: one captured object works in listings, presentations, mailings and on the website without repeated investments. At 360° Space, we deliver the tour itself to the customer and help them choose a delivery format - a cloud with technical support, the client’s infrastructure, or an offline version for display on a tablet right in the office. View all projects → Calculate costProject catalogMatterport