How do brokerages measure whether investing in VR tour technology actually shortens sales cycles?

Brokerages evaluating the return on VR tour technology typically track a specific set of metrics comparing listings that use virtual tours against those that don't, to determine whether the investment genuinely speeds up sales.

Key Metrics Brokerages Track

• Days on market comparison between VR-enabled and traditional listings is the most direct measure of whether virtual tours are accelerating sales.
• In-person showing volume is monitored to see if VR tours are effectively pre-qualifying buyer interest, reducing the number of physical showings needed before an offer.

Additional Data Points

• Out-of-market buyer engagement is tracked separately, since VR tours often disproportionately benefit relocating or out-of-town buyers who can't easily visit in person.
• Cost per listing versus time saved is calculated to determine whether the technology's expense is justified by faster turnover and reduced agent showing time.

By comparing these metrics across similar property types and price points, brokerages can determine whether VR tour investment is genuinely shortening sales cycles or simply adding cost without meaningful impact.