PlanOmatic Data Reveals 3D Tours on Zillow Increase SFR Leads 40% and Decrease Days on Market by 30%

PlanOmatic’s Study Measured the Impact of 3D Tours on the Zillow Rentals Platform in Partnership with a National Provider of Well-Maintained Single-Family Rental Homes 

DENVER – August 2, 2021 – PlanOmatic, today announced the results of its study that measured the impact of 3D tours on SFR property marketing on the Zillow Rentals platform, which includes Zillow, Trulia, and Hotpads. The 3D tour study was conducted in partnership with a national provider of well-maintained single-family rental homes. PlanOmatic’s study found that SFR property leads increased by 40%, and days on the market (“DOM”) decreased by 30%, when a 3D tour was published on the Zillow Rentals platform.

The purpose of the study was to determine if the SFR provider should invest in a 3D tour solution to use on Zillow Rentals – their number one lead source – to attract more rental prospects and to provide a superior client experience. The study revealed the following:

• Lead activity in the single-family rental home provider’s CRM showed an increase of more than 40% when a 3D tour was published on Zillow Rentals
• Lead activity from Zillow Rentals increased by 101% when a 3D tour was published on the platform
• Applications submitted per property by prospective residents increased by more than 35% when a 3D tour was published on Zillow Rentals
• The DOM showed a 30% decrease for properties that used a 3D tour on Zillow Rentals compared with properties that only had photos on Zillow

“Essentially all home searches start online today, and this has fundamentally changed the way properties are marketed. Our clients are trying to get as much property information in front of the consumer as possible, and a 3D tour stands out online allowing future residents to walk through the house imagining themselves there without visiting in person,” said Tim Rose, Director of Operations for PlanOlabs at PlanOmatic. “Our study was conducted to test whether a 3D tour had a measurable impact for our client, and the results prove that by publishing a 3D tour on the Zillow Rentals platform, SFR owners will generate more property leads and applications, and reduce the days on market.”

Rose added, “This is a case of supply and demand. Consumers are demanding and prioritizing 3D experiences online, and by adding 3D tours to the Zillow Rentals platform, SFR owners and operators are meeting that demand with a high-quality virtual experience that their future residents now expect.”

The 3D tour study was conducted by PlanOlabs, the research, data, and consulting hub at PlanOmatic that analyzes and optimizes the property lifecycle for SFR investors, owners and operators. PlanOlabs analyzes SFR investors’ current state and uses its industry experience to optimize their operational and marketing processes to help them scale and meet portfolio growth goals.

For this particular study, PlanOlabs tracked more than 70 of its partners’ properties across two markets – Dallas and Houston, Texas. PlanOlabs created a 3D tour for Zillow Rentals for half the properties in each market and compared that to a control group of properties that received a standard professional photo shoot. The test case properties were tracked between May 10th and June 30th. 

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