Virtual tour vs photo: what to choose for an ad on Cian and Avito

Virtual tour or real estate photos — this choice faces every realtor and owner preparing a listing on Cian, Avito, or Domclick. Text for those selling or renting apartments, houses, commercial spaces and wanting to understand which visual format really brings calls and viewings, and which simply fills the listing card. Let's break down both options based on facts: preparation speed, budget, buyer behavior, and conversion to showings.

Traditional photography — pros and cons

Professional photos remain the basic format for classifieds. On Cian and Avito, a card with 15-20 frames looks familiar and is indexed by the platform's search.

• Pros: Low cost (from 3,000 ₽ for a standard apartment), fast publication on the day of shooting, clear format for any audience, native support for all classified boards.
• Pros: The ability to retouch, favorable angles, emphasis on the object's strengths — high ceilings, window views, finishes.
• Cons: Photos show only 5–10% of the real space; buyers don't understand the layout and how rooms connect.
• Cons: Up to 40% of viewings are canceled after an in-person visit — 'it looked bigger in the photos', 'it's not laid out that way'.
• Cons: the real estate agent spends time on offline showings to clients for whom the property is initially unsuitable.

Virtual 3D Tour — Pros and Cons

3D tour based on Matterport or similar platforms — is a complete digital copy of the property with point-to-point navigation, measurements and dollhouse view.

• Pros: the buyer walks through the apartment in 3–5 minutes, sees all corners, assesses the layout and square footage without leaving home.
• Pros: According to Matterport data, listings with 3D tours receive on average 49% more inquiries and sell 31% faster.
• Pros: The tour runs 24/7, convenient for out-of-town and foreign buyers — a common scenario for the premium segment and new developments.
• Pros: filtering out unfocused views — only those who have already made a preliminary decision come to the offline showing.
• Cons: photography cost is higher - from 8,000 ₽ for an apartment and from 25,000 ₽ for a cottage.
• Cons: Cian and Avito don't display 3D tours directly in the listing card — you need an external link in the ad description.
• Cons: tour placement is required. 360° Space offers three options: 360° Space cloud with technical support, deployment on the client's server, as well as an offline version for PC or a VR headset build without internet.

Comparison table: photo vs. 3D tour for a listing

Our verdict: what to choose for a realtor and homeowner

Do both formats together. Photos meet the requirement of showcasing and first contact in the feed, while a 3D tour works on the second screen — when the buyer opens the listing and decides whether to spend time visiting. According to our practice, the combination of «20 quality photos + link to 3D tour in the first line of the description» reduces exposure time by 25–40% compared to listings with only photos.

If budget is limited — choose the format for the segment. For economy apartments up to 8 million ₽ professional photos will be enough: the buyer will view it in person anyway. For lots from 12 million ₽, new construction, country, and commercial real estate, a 3D tour pays for itself on the first deal: it removes geographical barriers, saves dozens of hours on empty showings, and builds trust in the listing.

For agencies and developers, 3D tours quickly become an asset: one filmed object works in listings, presentations, mailings, and on the website without re-investment. At 360° Space, we provide the tour itself to the client and help choose a delivery format — cloud with technical support, client infrastructure, or an offline version for viewing on a tablet right in the office.

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