3D Tours, Faster Sales: How Matterport Cut DFW Market Time by 18%
We analyzed the 2024 data, and the results for North Texas agents are impossible to ignore.
Feb 3, 2026
The 18% Edge: A 2024 Data Analysis of Plano and Frisco Real Estate
In the high-stakes world of Dallas-Fort Worth real estate, "Days on Market" (DOM) is a dirty phrase. It’s the metric that keeps agents awake at night and makes sellers nervous. As a listing sits, it stigmatizes. Buyers start wondering, "What’s wrong with it?" even if the only thing wrong is the marketing strategy.
At The Home Exposure, we don’t just take photos; we track performance. We wanted to understand exactly how premium media assets impact the transaction velocity in our specific market. We conducted a deep dive into listing performance across Plano and Frisco for the first half of 2024, comparing homes marketed with standard still photography against those equipped with immersive Matterport 3D Tours.
The results weren't just statistically significant; they were business-altering.
Listings in Plano and Frisco featuring a Matterport 3D Tour saw an 18% reduction in Days on Market compared to those without.
For a home priced at $850,000 carrying costs, that speed isn't just convenient—it's money in your seller's pocket and a glowing review for your portfolio. Here is how the data breaks down and, more importantly, how you can leverage this to dominate your listing presentations in Collin County.
1. The Data: What Happened in Plano and Frisco?
To get these numbers, we isolated single-family detached homes in the Plano and Frisco independent school districts listed between January 1, 2024, and June 30, 2024. We controlled for price points, focusing on the "move-up" and "luxury" brackets ($600k - $1.5M), where marketing typically varies the most.
Average DOM (Standard Photos Only): 38 Days
Average DOM (Standard Photos + Matterport 3D): 31 Days
The Difference: A full week (7 days) saved.
While seven days might sound modest to the uninitiated, in the fast-paced North Texas real estate marketing landscape, a week is an eternity. That week is the difference between a hot listing generating multiple offers and a property that requires a price reduction to reignite interest.
Why This Stat Matters
An 18% reduction in market time suggests that the listing was filtered, viewed, and validated by buyers much faster. The 3D tour acted as a catalyst, accelerating the decision-making process before the buyer even stepped foot on the property.
2. The "Relocation" Factor: Why Frisco and Plano Lead the Charge
You can't talk about Frisco 3D tours without talking about demographics. Why did this data skew so heavily in North Dallas suburbs?
The answer lies in the corporate landscape. With the Legacy West corridor, the Toyota headquarters, and the constant influx of tech talent from California and the East Coast, Plano and Frisco are relocation heavyweights.
Relocation buyers are the primary consumers of Matterport data.
The Sight-Unseen Offer: We are seeing a rise in offers submitted sight-unseen, contingent on a walkthrough, purely because the 3D tour provided enough confidence to lock it down.
The "Shortlist" Efficiency: An out-of-state buyer flying in for a weekend can only see 10 homes. If your listing has a 3D tour, they’ve likely already "walked" it online. If they add it to their physical tour list, they are statistically 300% more likely to make an offer than a buyer walking in blind.
For Plano real estate photography, this means your media isn't just marketing; it's a pre-qualification tool.
3. The Psychology of "Digital Ownership"
There is a psychological phenomenon that occurs when a user interacts with a Matterport tour. Unlike a video, which is passive (you watch what the editor wants you to see), a 3D tour is active. The user chooses where to walk, where to look, and how long to stare at the kitchen backsplash.
This active engagement creates a sense of "digital ownership." By the time the buyer arrives at the open house, they already know the flow of the home. They aren't disoriented; they are validating what they already love.
Reducing Friction
The 18% drop in DOM is largely attributed to the removal of friction.
Eliminating the "Lookie-Loos": Buyers who want an open floor plan but realize via the 3D tour that the kitchen is closed off won't book a showing. This sounds bad, but it’s actually good. You want qualified showings, not volume.
Answering Spatial Questions: "Will my sectional fit in the den?" The Matterport measurement tool answers that instantly.
4. The "Zillow Effect": Algorithm Love
We cannot ignore the role of the portals. Zillow, Realtor.com, and Redfin favor listings with rich media. Listings with 3D tours are often tagged with special badges and pushed higher in search results or "recommended" feeds.
Reduce days on market Dallas style by feeding the algorithm what it wants. When a user spends 5 minutes clicking through a 3D tour, the algorithm registers high "dwell time." This signals to the platform that the listing is high-quality, prompting it to show the home to even more potential buyers. It is a flywheel of engagement that standard photos simply cannot generate on their own.
5. A Holistic Approach: 3D Alone Is Not Enough
While our data highlights the massive success of Matterport, it is vital to remember that 3D tours are the closer, not the hook. You still need the scroll-stopping hero image to get them to click the listing in the first place.
This is where a tiered media strategy comes into play. You cannot rely on a 3D tour to sell the curb appeal or the lifestyle vibe of the backyard pool at sunset.
The Exterior Hook
To get the buyer into the 3D tour, you first need to capture their imagination with the thumbnail. For luxury properties in Frisco, nothing stops the scroll like a Twilight Shoot. The glowing windows and dusk sky create an emotional connection that invites the click. Once they click, the Matterport keeps them there.
The Efficiency Play
Conversely, not every property demands the "Full Monty." If you are listing a smaller investment property or a rental in a high-turnover area, a full 3D scan might be budget-prohibitive or unnecessary. In those instances, speed and clarity are key. Utilizing services like Mini Property Photography ensures you get professional, high-resolution clarity without over-investing in a property that will sell based on price alone.
The goal is to match the media strategy to the asset class. But for the core family home market in Plano and Frisco, the combination of Twilight (the hook) and Matterport (the virtual showing) is the golden ticket.
6. How to Pitch This to Your Sellers
You are at the kitchen table. The sellers are interviewing three agents. One promises the highest price. One promises the lowest commission. You are going to promise the best process.
Use this script to leverage the 18% statistic:
"Mr. and Mrs. Seller, we know that the longer a home sits on the market, the lower the final sale price tends to be. My goal is to maximize your return by minimizing that time.
I don't just take photos; I build a digital twin of your home. Our local market analysis for 2024 shows that homes in this neighborhood with a 3D Matterport tour sold 18% faster than those without. That’s a difference of a full week on the market. We are going to target the relocation buyers from Toyota and Liberty Mutual who need to walk through this home from their living rooms in California. I’m investing in this technology for you because I know it protects your equity."
This moves the conversation from "How much do you charge?" to "Look at the value you provide."
7. The Future of DFW Listings
As we move further into 2024 and beyond, the expectation for luxury real estate media Dallas agents provide is shifting. What was once a "nice-to-have" is becoming the baseline.
The agents who are winning in Plano and Frisco right now aren't just lucky; they are data-driven. They understand that an upfront investment in high-EAT media content—media that demonstrates Expertise, Authoritativeness, and Trustworthiness of the property itself—pays dividends at the closing table.
If you are looking to replicate these results for your listings, it’s time to audit your media strategy. Are you giving the algorithm what it wants? Are you giving the relocation buyer the confidence to write an offer?
The 18% reduction in days on market isn't magic. It’s Matterport. And in a market as competitive as ours, you need every percentage point you can get.
