Publications relevant to residential property valuation or marketing (quantitative studies)
| No | Author(s) | Goals of the study | Results/Impacts | Implications | Behavioural or economic-financial quantities |
|---|---|---|---|---|---|
| 1 | Adegoke et al. (2022a) | Analysing the factors influencing real estate agencies’ decision to adopt VR technology | The study found that the intention to use VR in real estate firms is primarily influenced by performance expectations, ease of use, social influence, facilitating conditions, hedonic motivation, and price value, with the latter exerting the highest causal influence (Ri – Cj = 0.1284) | The study raises awareness among real estate firms about factors impacting VR adoption and supports the Nigerian Institution of Estate Surveyors and Valuers in promoting VR integration in agency practices | Intention to use, Performance expectation, Effort expectation, Social influence, Facilitating conditions, Hedonic motivation, Perceived value |
| 2 | Adegoke et al. (2022b) | Analysing the criteria used in measuring the determinants of VR technology adoption in real estate agencies in Lagos | The study shows that VR adoption is primarily influenced by the perceived value of output quality (Ri + Cj value of 2.0621), the frequency and actual number of uses (maximum Ri + Cj value of 2.6172), and social influence (subjective norms with Ri – Cj of 0.0549) | Real estate agencies could justify VR adoption costs if it improves service effectiveness and customer satisfaction, with economic return closely tied to the frequency of use and the intensity of technology adoption by agents | Perceived usefulness, Relative advantage, Perceived ease of use, Complexity, Subjective norms, Behavioural control, Production quality (to measure perceived value), Frequency of use |
| 3 | Allen et al. (2015) | Investigating the effect of sales strategies (including property visualisation via low-immersive MLS virtual tours) on the pricing of residential properties using Singapore data | Marketing strategies such as public open houses, broker open houses, MLS virtual tours, and MLS photography can increase home sale prices by up to 10.2%, or approximately $21,600 on a median home price of $211,649. Broker open houses boost the likelihood of sale by 4.6%, and MLS virtual tours by 4.7%. Conversely, public open houses reduce the probability of sale by 6.1% | Marketing strategies such as MLS photography, virtual tours, and broker open houses enhance the perceived value of residential properties, improving the reliability of market valuation and suggesting that brokers strategically use these techniques to position properties and optimize the sales process effectively | Sales Probability, Sales Price, Time on Market (TOM) |
| 4 | Amed et al. (2020) | Develop an AR/VR system for the presentation and management of pre-sales houses, allowing the modification of materials, design and construction programme in real time according to the client’s needs (including economic needs) | The study shows that the use of VR and AR in pre-sale real estate projects allows customers to make changes to materials and design, increasing the perceived value of properties and reducing the risk of subsequent changes, with considerable cost savings compared to traditional methods | VR and AR improve transparency and perception of quality, facilitating a more precise evaluation and making pre-sale properties more attractive to customers, thanks to greater customization and involvement in the project | Pre-sales price, Cost of materials, Project timescale |
| 5 | Anderson et al. (2024a) | Examine the effect of specific brokerage strategies, including MLS (low-immersive) virtual tours, on prices and Time on Market (TOM) | Virtual tours significantly increase the selling price of occupied properties, with a 7.25% premium for low-priced properties using VR in the first few days on the market, although this percentage decreases to −4.8% for properties that are on the market for a long time; high-end properties show an inverse effect, with initial discounts of up to −9.8% that convert into premiums of up to 5.3% for long periods on the market | Virtual tours prove to be an effective tool to increase the perceived value and competitiveness of difficult-to-show properties, with variable effects on price and timing of sale, suggesting that their use should be strategic and oriented to the price target and the type of occupant to maximize the economic and marketing return | Sales price, Time on Market (TOM) |
| 6 | Azmi et al. (2022) | Investigating the potential of virtual reality (VR), for residential real estate marketing, to influence home purchase intention | The virtual atmosphere in VR positively influences buyers’ pleasure emotions, significantly increasing purchase intention (with a coefficient β = 0.857 for pleasure). However, the lack of free movement and tactile sensation reduces VR’s effectiveness in replicating the real environment, as arousal does not have a relevant impact on purchase intention (p > 0.05) | Enhancing VR with sound, tactile feedback, and natural movement is crucial for creating a more realistic and engaging simulation, paving the way for a digital transformation in user-centred real estate marketing | Purchase intention |
| 7 | Azmi et al. (2020) | Assessing the potential of virtual reality as a pre-purchase evaluation tool for potential property buyers | The study reveals that, although similar emotions are evoked, the virtual reality environment scores lower in atmospheric evaluation compared to the real environment (average score of 5.51 vs. 6.06) and shows a slight reduction in purchase intention (5.56 vs. 5.96), indicating that enhancing the quality of the VR experience is necessary to achieve an equivalent impact | The paper highlights the practical implications of using virtual reality in housing design evaluation, making projects more empathic, user-centred, and able to meet the emotional and social needs of potential homebuyers | Emotions, purchase intention |
| 8 | Benefield et al. (2012) | Analysing the impact of satellite imagery, as a support tool for virtual tours, on price and market time of real estate properties | The results show that, while satellite images do not affect residential property prices, they have a statistically significant, albeit economically modest, positive impact on sale times. This suggests that including satellite images can slightly accelerate property marketing by enhancing overall perception | The practical implications for the residential real estate sector suggest that integrating additional, unique visual data like satellite images could enhance marketing strategies by providing prospective buyers with a broader context, potentially improving buyer engagement and decision-making efficiency | Buying and selling prices, Time on Market (TOM) |
| 9 | Benefield et al. (2019) | Assessing the impact of the introduction of VR virtual tours in the residential brokerage market | The main finding of the study highlights that the use of virtual tours, as a measure of agent effort, increases property sale prices by 3% for lower-priced homes and 1.6% for higher-priced homes, without significantly affecting the agent’s commission rate. However, it also increases the average time on market by approximately 17.6 days | The study suggests that virtual tours can create a conflict of interest, as agents incur costs that may not be fully offset by immediate commissions, although long-term use could benefit agents by enhancing market positioning | Sales Prices, Time on Market (TOM), Commission Rate |
| 10 | Casas-Mateus and Chacon-Sanchez (2019) | Assessing the effect of using virtual environments on emotional perception in real estate | The main impact of the study shows that the use of immersive environments built with AutoCAD and Unity increases normalized levels of 4 out of 5 emotions, reducing costs for real estate companies by eliminating the need to construct physical model homes | The implications for real estate valuation and marketing highlight that, through emotional analysis, it is possible to enhance the user experience by customizing the immersive environment based on buyer preferences, potentially increasing engagement and interest | Involvement, Frustration, Instant excitement, Long-term excitement |
| 11 | Deep et al. (2023) | Investigating the effect of AR and VR on the real estate investment decision-making process and identifying latent variables influencing this process | AR and VR technologies significantly influence real estate investment decisions by enhancing value perception, innovative appeal, transaction trustworthiness, and ease of property interaction. Adopting these technologies increases potential buyers’ confidence by 54%, reducing costs and time associated with physical visits | AR and VR technologies facilitate more informed purchasing decisions, reduce perceived risks, and increase transparency, creating an immersive buying experience that attracts investors with an improved perception of value and innovation, thus strengthening the real estate sector as an innovative and trustworthy market | Perception of value, Investment attractiveness, Reliability of transactions, Effortless involvement |
| 12 | Hou and Li (2022) | Examining the effect of VR technology on housing mobility and property transactions using an endogenous regression model | The VR technology reduces the time on market (TOM) of homes by about 32 days on average, with a greater reduction (67 days, or 31.5%) for homes in difficulty selling | VR technology speeds up real estate transactions and improves sales efficiency, even in challenging times, such as the pandemic, as VR viewings can replace on-site visits | Time on Market (TOM) |
| 13 | Hsiao et al. (2024) | Analysing the impact of VR signals on real estate transactions in different price ranges | The use of low-immersion VR in real estate tours increases sales profits by up to 19.7% for low-tier properties, while mid-tier properties see an 8.2% profit increase, highlighting a significant positive impact of VR on revenues, with less relevant effects for high-tier properties | The adoption of VR technology could transform the way online property viewings and presentations are conducted, potentially shortening decision times and influencing buyer confidence in an increasingly digital real estate market | House prices, real estate profitability |
| 14 | Ibrahim et al. (2023a) | Investigating the effect of marketing communication channels through the adoption of AR in home buying | The use of augmented reality (AR) in real estate marketing significantly increases purchase intention, showing that preference and liking for AR home models have a positive impact on purchasing intent, with a moderate correlation of r = 0.655 for AR preference and r = 0.621 for AR’s effectiveness as an advertising tool | The adoption of AR in real estate marketing allows potential buyers to better visualize property layouts, enhancing engagement and decision-making beyond the limitations of traditional tools like brochures and 3D models | Purchase intention |
| 15 | Ibrahim et al. (2023b) | Exploring the relationship between AR applications and the purchase intention of potential home buyers | The study shows that using augmented reality (AR) technology in real estate promotion has a significant impact on purchase intention, with a moderate positive correlation between AR and potential buyers’ purchase intentions | The study suggests that AR could become an essential promotional tool for real estate developers by providing an immersive visual experience that builds trust and purchase intention, bridging the information gap between buyers and sellers | Purchase intention |
| 16 | Ibrahim et al. (2023c) | Analysing the relationship between channel characteristics and home buyers’ purchase intention through VR | The main result of the study indicates that adopting VR for virtual home model visualization in the pre-purchase phase significantly improves potential buyers’ purchase intention, as evidenced by a very strong positive correlation (value r = 0.793), demonstrating a significant relationship between VR usage and purchasing decisions | The using VR as a marketing tool could become essential for real estate companies, enhancing user experience and shortening the decision-making time through immersive environment simulation | Purchase intention |
| 17 | Juan et al. (2018) | Assessing the effect of VR on project understanding and purchase intention in the Taiwanese real estate sector through a VR navigation system | The main result of the study is that using the VR-based navigation system for pre-sale housing significantly improved clients’ project understanding and purchase intention, with an average increase of 1.27 points (on a 5-point Likert scale) compared to traditional navigation | The study’s implications suggest that integrating VR in real estate marketing can reduce the cognitive gap between pre-sale representations and final products, offering clients an immersive experience that enhances their satisfaction and confidence in purchase decisions | Purchase intention |
| 18 | Mora-Alvarado and Llerena-Izquierdo (2021) | Developing a mobile application to obtain property information via augmented reality and QR codes | The study showed an 88% user interest in using the BuildingQR application for real estate information management, with an 84% perceived ease of use and a user satisfaction level exceeding 90% | The research demonstrates that technologies like augmented reality and QR codes can enhance transparency and accessibility of real estate information, promoting the adoption of digital solutions in urban planning and smart city development | Property prices |
| 19 | Ong et al. (2024) | Estimating the effect of the agent’s efforts, via virtual tours, on prices and the duration of the real estate transaction | The study found that properties with virtual tours or drone videos sell at 5.5 and 0.5% higher prices, resulting in premiums of S$64,680 and S$5,880 compared to properties without these technologies; however, marketing time extends by about 8 days for properties with virtual tours | The use of visual technologies enhances the marketability of properties by reducing informational asymmetries, increasing the probability of sale, and transaction prices; additionally, it supports targeted strategies in market segments that value higher informational transparency | Buyer arrival rate, Probability of sale, Transaction prices, Time on M Market (TOM) |
| 20 | Orzechowski et al. (2005) | Comparing the use of verbal descriptions and multimedia representations (virtual reality) in the assessment of housing preferences | The study found no significant differences in estimated housing preferences between verbal descriptions and multimedia representations (virtual reality), but multimedia presentation showed higher reliability with lower error variance and 53% correct predictions for control profiles | Less costly verbal descriptions of housing attributes may suffice to obtain valid preferences in real estate, while accuracy can improve with the use of multimedia visualizations | Utility |
| 21 | Pleyers and Poncin (2020) | To examine, through a questionnaire, the effects of non-immersive VR experience on consumer attitudes and experience of visiting a real estate website | The use of non-immersive VR technology for property visits, compared to photos, significantly increases the presence experience (with average scores of 3.94 compared to 3.33) and emotional involvement (4.72 compared to 3.98), improving both the intention to actually visit and the positive attitude towards the real estate agency (with average increases of 3.81 compared to 3.33 respectively) | The results suggest that the implementation of non-immersive VR virtual tours can represent an effective differentiation tool for real estate agencies, strengthening the user experience and improving the perception and trust of customers towards the agency and the properties presented | Attitudes towards products and the agency |
| 22 | Sihi (2018) | Exploring the impacts of digital technologies, in particular VR and AR, on consumers’ purchasing decision-making process | The use of VR and AR technologies in the search and selection phases of real estate purchases significantly accelerates the process, with 90% of buyers and over 75% of agents considering virtual tours helpful in reducing physical visits and saving time | The integration of VR and AR technologies in real estate marketing not only makes the evaluation process more efficient but also requires real estate agents to provide realistic and personalized virtual experiences to remain competitive and enhance the buyer’s experience | Purchase intention |
| 23 | Sudhakaran et al. (2023) | Investigating the perception of Earthship low-cost buildings among young people in the UK using VR technology | The study shows that after using virtual reality, young people’s positive perception of Earthship Houses as a sustainable, long-term housing option increased from 23% to 67%, indicating a significant impact of virtual reality on awareness and acceptance of innovative housing concepts | Virtual reality technologies enhance property understanding and can facilitate the valuation and marketing of sustainable housing solutions, providing immersive experiences that make innovative housing concepts more tangible and comprehensible, increasing potential buyer interest | Attitude |
| 24 | Sun et al. (2023) | Investigating the roles of virtual authenticity and virtual ideality in shaping consumer responses, as well as the role of social signals in the VR context applied to real estate service platforms | The main result of the study shows that virtual authenticity (VA) increases perceived diagnosticity by 20%, while virtual ideality (VI) boosts consumer inspiration by 25%, both positively influencing visit intention | Real estate marketing platforms can use VA to provide detailed and realistic property information, while VI can be used to enhance inspiration, fostering greater customer engagement in future visits | Perceived Diagnostics, Inspiration, Intention to Visit |
| 25 | Sun et al. (2017) | Developing a method to assess the influence of room views on flat prices | The main result of the study shows that the integration of BIM and oblique photogrammetry allows for a preliminary assessment of room view prices in residential buildings, with virtual experiences revealing up to a 30% price variation between rooms with different views | Residential real estate marketing can leverage this technology to provide potential buyers with immersive experiences of room views, thus enabling a more accurate evaluation of willingness to pay and optimizing sale prices | Willingness to Pay (WTP) |
| 26 | Xiong et al. (2022) | Investigating how emerging technologies, such as VR, influence real estate purchase decisions, using real estate transaction data | The study shows that: a 1% increase in followers on a real estate portal leads to 21% more physical visits; VR tours reduce the time to sell by 6.4% and the bid-ask spread by 2% | These findings suggest that VR technology enhances the home-buying process, increasing buyer engagement and streamlining property transactions | Number of followers, Number of physical visits, Time on Market (TOM), Bid-ask spread |
| 27 | Yousaf et al. (2023) | Examining the impact of VR in real estate and the effects of offering consumers a non-immersive experience through an existing technology | Using non-immersive VR for property tours increased consumer visit intention by 33.6% and improved property knowledge perception | The study highlights that offering enhanced VR experiences to customers strengthens the perception of service and fosters brand loyalty, with the real estate VR market expected to exceed $2.5 billion by 2025, giving those who adopt these technologies an edge | Visiting Experience, Attitudes, Behavioural Intentions |
| 28 | Yu and Fan (2023) | Assessing young consumers’ response to flat advertising via VR in China | The study finds that the informational richness and sense of presence offered by VR technology increase rental intentions by 38.6% among young users, demonstrating a significant positive impact on engagement | Integrating VR into real estate marketing strategies enables rental service providers to create interactive experiences that attract young consumers, thereby enhancing the appeal of advertised apartments | Intention to rent the flat |
| 29 | Yu et al. (2021) | Studying the impact of virtual tours on TOM and real estate sales price using matching methods and 2SLS models | The study shows that integrating virtual tours in real estate listings increases the selling price by 2–4.5% and extends the average time on the market by about 3–7 days, although the effect on time varies depending on the specific sample used | The findings suggest that the use of virtual tours not only enhances property value perception among buyers but also represents a marketing strategy that can increase property appeal, supporting a higher price and extended visibility | Sales price, Time on Market (TOM) |
| No | Author(s) | Goals of the study | Results/Impacts | Implications | Behavioural or economic-financial quantities |
|---|---|---|---|---|---|
| 1 | Analysing the factors influencing real estate agencies’ decision to adopt VR technology | The study found that the intention to use VR in real estate firms is primarily influenced by performance expectations, ease of use, social influence, facilitating conditions, hedonic motivation, and price value, with the latter exerting the highest causal influence (Ri – Cj = 0.1284) | The study raises awareness among real estate firms about factors impacting VR adoption and supports the Nigerian Institution of Estate Surveyors and Valuers in promoting VR integration in agency practices | Intention to use, Performance expectation, Effort expectation, Social influence, Facilitating conditions, Hedonic motivation, Perceived value | |
| 2 | Analysing the criteria used in measuring the determinants of VR technology adoption in real estate agencies in Lagos | The study shows that VR adoption is primarily influenced by the perceived value of output quality (Ri + Cj value of 2.0621), the frequency and actual number of uses (maximum Ri + Cj value of 2.6172), and social influence (subjective norms with Ri – Cj of 0.0549) | Real estate agencies could justify VR adoption costs if it improves service effectiveness and customer satisfaction, with economic return closely tied to the frequency of use and the intensity of technology adoption by agents | Perceived usefulness, Relative advantage, Perceived ease of use, Complexity, Subjective norms, Behavioural control, Production quality (to measure perceived value), Frequency of use | |
| 3 | Investigating the effect of sales strategies (including property visualisation via low-immersive MLS virtual tours) on the pricing of residential properties using Singapore data | Marketing strategies such as public open houses, broker open houses, MLS virtual tours, and MLS photography can increase home sale prices by up to 10.2%, or approximately $21,600 on a median home price of $211,649. Broker open houses boost the likelihood of sale by 4.6%, and MLS virtual tours by 4.7%. Conversely, public open houses reduce the probability of sale by 6.1% | Marketing strategies such as MLS photography, virtual tours, and broker open houses enhance the perceived value of residential properties, improving the reliability of market valuation and suggesting that brokers strategically use these techniques to position properties and optimize the sales process effectively | Sales Probability, Sales Price, Time on Market (TOM) | |
| 4 | Develop an AR/VR system for the presentation and management of pre-sales houses, allowing the modification of materials, design and construction programme in real time according to the client’s needs (including economic needs) | The study shows that the use of VR and AR in pre-sale real estate projects allows customers to make changes to materials and design, increasing the perceived value of properties and reducing the risk of subsequent changes, with considerable cost savings compared to traditional methods | VR and AR improve transparency and perception of quality, facilitating a more precise evaluation and making pre-sale properties more attractive to customers, thanks to greater customization and involvement in the project | Pre-sales price, Cost of materials, Project timescale | |
| 5 | Examine the effect of specific brokerage strategies, including MLS (low-immersive) virtual tours, on prices and Time on Market (TOM) | Virtual tours significantly increase the selling price of occupied properties, with a 7.25% premium for low-priced properties using VR in the first few days on the market, although this percentage decreases to −4.8% for properties that are on the market for a long time; high-end properties show an inverse effect, with initial discounts of up to −9.8% that convert into premiums of up to 5.3% for long periods on the market | Virtual tours prove to be an effective tool to increase the perceived value and competitiveness of difficult-to-show properties, with variable effects on price and timing of sale, suggesting that their use should be strategic and oriented to the price target and the type of occupant to maximize the economic and marketing return | Sales price, Time on Market (TOM) | |
| 6 | Investigating the potential of virtual reality (VR), for residential real estate marketing, to influence home purchase intention | The virtual atmosphere in VR positively influences buyers’ pleasure emotions, significantly increasing purchase intention (with a coefficient | Enhancing VR with sound, tactile feedback, and natural movement is crucial for creating a more realistic and engaging simulation, paving the way for a digital transformation in user-centred real estate marketing | Purchase intention | |
| 7 | Assessing the potential of virtual reality as a pre-purchase evaluation tool for potential property buyers | The study reveals that, although similar emotions are evoked, the virtual reality environment scores lower in atmospheric evaluation compared to the real environment (average score of 5.51 vs. 6.06) and shows a slight reduction in purchase intention (5.56 vs. 5.96), indicating that enhancing the quality of the VR experience is necessary to achieve an equivalent impact | The paper highlights the practical implications of using virtual reality in housing design evaluation, making projects more empathic, user-centred, and able to meet the emotional and social needs of potential homebuyers | Emotions, purchase intention | |
| 8 | Analysing the impact of satellite imagery, as a support tool for virtual tours, on price and market time of real estate properties | The results show that, while satellite images do not affect residential property prices, they have a statistically significant, albeit economically modest, positive impact on sale times. This suggests that including satellite images can slightly accelerate property marketing by enhancing overall perception | The practical implications for the residential real estate sector suggest that integrating additional, unique visual data like satellite images could enhance marketing strategies by providing prospective buyers with a broader context, potentially improving buyer engagement and decision-making efficiency | Buying and selling prices, Time on Market (TOM) | |
| 9 | Assessing the impact of the introduction of VR virtual tours in the residential brokerage market | The main finding of the study highlights that the use of virtual tours, as a measure of agent effort, increases property sale prices by 3% for lower-priced homes and 1.6% for higher-priced homes, without significantly affecting the agent’s commission rate. However, it also increases the average time on market by approximately 17.6 days | The study suggests that virtual tours can create a conflict of interest, as agents incur costs that may not be fully offset by immediate commissions, although long-term use could benefit agents by enhancing market positioning | Sales Prices, Time on Market (TOM), Commission Rate | |
| 10 | Assessing the effect of using virtual environments on emotional perception in real estate | The main impact of the study shows that the use of immersive environments built with AutoCAD and Unity increases normalized levels of 4 out of 5 emotions, reducing costs for real estate companies by eliminating the need to construct physical model homes | The implications for real estate valuation and marketing highlight that, through emotional analysis, it is possible to enhance the user experience by customizing the immersive environment based on buyer preferences, potentially increasing engagement and interest | Involvement, Frustration, Instant excitement, Long-term excitement | |
| 11 | Investigating the effect of AR and VR on the real estate investment decision-making process and identifying latent variables influencing this process | AR and VR technologies significantly influence real estate investment decisions by enhancing value perception, innovative appeal, transaction trustworthiness, and ease of property interaction. Adopting these technologies increases potential buyers’ confidence by 54%, reducing costs and time associated with physical visits | AR and VR technologies facilitate more informed purchasing decisions, reduce perceived risks, and increase transparency, creating an immersive buying experience that attracts investors with an improved perception of value and innovation, thus strengthening the real estate sector as an innovative and trustworthy market | Perception of value, Investment attractiveness, Reliability of transactions, Effortless involvement | |
| 12 | Examining the effect of VR technology on housing mobility and property transactions using an endogenous regression model | The VR technology reduces the time on market (TOM) of homes by about 32 days on average, with a greater reduction (67 days, or 31.5%) for homes in difficulty selling | VR technology speeds up real estate transactions and improves sales efficiency, even in challenging times, such as the pandemic, as VR viewings can replace on-site visits | Time on Market (TOM) | |
| 13 | Analysing the impact of VR signals on real estate transactions in different price ranges | The use of low-immersion VR in real estate tours increases sales profits by up to 19.7% for low-tier properties, while mid-tier properties see an 8.2% profit increase, highlighting a significant positive impact of VR on revenues, with less relevant effects for high-tier properties | The adoption of VR technology could transform the way online property viewings and presentations are conducted, potentially shortening decision times and influencing buyer confidence in an increasingly digital real estate market | House prices, real estate profitability | |
| 14 | Investigating the effect of marketing communication channels through the adoption of AR in home buying | The use of augmented reality (AR) in real estate marketing significantly increases purchase intention, showing that preference and liking for AR home models have a positive impact on purchasing intent, with a moderate correlation of | The adoption of AR in real estate marketing allows potential buyers to better visualize property layouts, enhancing engagement and decision-making beyond the limitations of traditional tools like brochures and 3D models | Purchase intention | |
| 15 | Exploring the relationship between AR applications and the purchase intention of potential home buyers | The study shows that using augmented reality (AR) technology in real estate promotion has a significant impact on purchase intention, with a moderate positive correlation between AR and potential buyers’ purchase intentions | The study suggests that AR could become an essential promotional tool for real estate developers by providing an immersive visual experience that builds trust and purchase intention, bridging the information gap between buyers and sellers | Purchase intention | |
| 16 | Analysing the relationship between channel characteristics and home buyers’ purchase intention through VR | The main result of the study indicates that adopting VR for virtual home model visualization in the pre-purchase phase significantly improves potential buyers’ purchase intention, as evidenced by a very strong positive correlation (value | The using VR as a marketing tool could become essential for real estate companies, enhancing user experience and shortening the decision-making time through immersive environment simulation | Purchase intention | |
| 17 | Assessing the effect of VR on project understanding and purchase intention in the Taiwanese real estate sector through a VR navigation system | The main result of the study is that using the VR-based navigation system for pre-sale housing significantly improved clients’ project understanding and purchase intention, with an average increase of 1.27 points (on a 5-point Likert scale) compared to traditional navigation | The study’s implications suggest that integrating VR in real estate marketing can reduce the cognitive gap between pre-sale representations and final products, offering clients an immersive experience that enhances their satisfaction and confidence in purchase decisions | Purchase intention | |
| 18 | Developing a mobile application to obtain property information via augmented reality and QR codes | The study showed an 88% user interest in using the BuildingQR application for real estate information management, with an 84% perceived ease of use and a user satisfaction level exceeding 90% | The research demonstrates that technologies like augmented reality and QR codes can enhance transparency and accessibility of real estate information, promoting the adoption of digital solutions in urban planning and smart city development | Property prices | |
| 19 | Estimating the effect of the agent’s efforts, via virtual tours, on prices and the duration of the real estate transaction | The study found that properties with virtual tours or drone videos sell at 5.5 and 0.5% higher prices, resulting in premiums of S$64,680 and S$5,880 compared to properties without these technologies; however, marketing time extends by about 8 days for properties with virtual tours | The use of visual technologies enhances the marketability of properties by reducing informational asymmetries, increasing the probability of sale, and transaction prices; additionally, it supports targeted strategies in market segments that value higher informational transparency | Buyer arrival rate, Probability of sale, Transaction prices, Time on M Market (TOM) | |
| 20 | Comparing the use of verbal descriptions and multimedia representations (virtual reality) in the assessment of housing preferences | The study found no significant differences in estimated housing preferences between verbal descriptions and multimedia representations (virtual reality), but multimedia presentation showed higher reliability with lower error variance and 53% correct predictions for control profiles | Less costly verbal descriptions of housing attributes may suffice to obtain valid preferences in real estate, while accuracy can improve with the use of multimedia visualizations | Utility | |
| 21 | To examine, through a questionnaire, the effects of non-immersive VR experience on consumer attitudes and experience of visiting a real estate website | The use of non-immersive VR technology for property visits, compared to photos, significantly increases the presence experience (with average scores of 3.94 compared to 3.33) and emotional involvement (4.72 compared to 3.98), improving both the intention to actually visit and the positive attitude towards the real estate agency (with average increases of 3.81 compared to 3.33 respectively) | The results suggest that the implementation of non-immersive VR virtual tours can represent an effective differentiation tool for real estate agencies, strengthening the user experience and improving the perception and trust of customers towards the agency and the properties presented | Attitudes towards products and the agency | |
| 22 | Exploring the impacts of digital technologies, in particular VR and AR, on consumers’ purchasing decision-making process | The use of VR and AR technologies in the search and selection phases of real estate purchases significantly accelerates the process, with 90% of buyers and over 75% of agents considering virtual tours helpful in reducing physical visits and saving time | The integration of VR and AR technologies in real estate marketing not only makes the evaluation process more efficient but also requires real estate agents to provide realistic and personalized virtual experiences to remain competitive and enhance the buyer’s experience | Purchase intention | |
| 23 | Investigating the perception of Earthship low-cost buildings among young people in the UK using VR technology | The study shows that after using virtual reality, young people’s positive perception of Earthship Houses as a sustainable, long-term housing option increased from 23% to 67%, indicating a significant impact of virtual reality on awareness and acceptance of innovative housing concepts | Virtual reality technologies enhance property understanding and can facilitate the valuation and marketing of sustainable housing solutions, providing immersive experiences that make innovative housing concepts more tangible and comprehensible, increasing potential buyer interest | Attitude | |
| 24 | Investigating the roles of virtual authenticity and virtual ideality in shaping consumer responses, as well as the role of social signals in the VR context applied to real estate service platforms | The main result of the study shows that virtual authenticity (VA) increases perceived diagnosticity by 20%, while virtual ideality (VI) boosts consumer inspiration by 25%, both positively influencing visit intention | Real estate marketing platforms can use VA to provide detailed and realistic property information, while VI can be used to enhance inspiration, fostering greater customer engagement in future visits | Perceived Diagnostics, Inspiration, Intention to Visit | |
| 25 | Developing a method to assess the influence of room views on flat prices | The main result of the study shows that the integration of BIM and oblique photogrammetry allows for a preliminary assessment of room view prices in residential buildings, with virtual experiences revealing up to a 30% price variation between rooms with different views | Residential real estate marketing can leverage this technology to provide potential buyers with immersive experiences of room views, thus enabling a more accurate evaluation of willingness to pay and optimizing sale prices | Willingness to Pay (WTP) | |
| 26 | Investigating how emerging technologies, such as VR, influence real estate purchase decisions, using real estate transaction data | The study shows that: a 1% increase in followers on a real estate portal leads to 21% more physical visits; VR tours reduce the time to sell by 6.4% and the bid-ask spread by 2% | These findings suggest that VR technology enhances the home-buying process, increasing buyer engagement and streamlining property transactions | Number of followers, Number of physical visits, Time on Market (TOM), Bid-ask spread | |
| 27 | Examining the impact of VR in real estate and the effects of offering consumers a non-immersive experience through an existing technology | Using non-immersive VR for property tours increased consumer visit intention by 33.6% and improved property knowledge perception | The study highlights that offering enhanced VR experiences to customers strengthens the perception of service and fosters brand loyalty, with the real estate VR market expected to exceed $2.5 billion by 2025, giving those who adopt these technologies an edge | Visiting Experience, Attitudes, Behavioural Intentions | |
| 28 | Assessing young consumers’ response to flat advertising via VR in China | The study finds that the informational richness and sense of presence offered by VR technology increase rental intentions by 38.6% among young users, demonstrating a significant positive impact on engagement | Integrating VR into real estate marketing strategies enables rental service providers to create interactive experiences that attract young consumers, thereby enhancing the appeal of advertised apartments | Intention to rent the flat | |
| 29 | Studying the impact of virtual tours on TOM and real estate sales price using matching methods and 2SLS models | The study shows that integrating virtual tours in real estate listings increases the selling price by 2–4.5% and extends the average time on the market by about 3–7 days, although the effect on time varies depending on the specific sample used | The findings suggest that the use of virtual tours not only enhances property value perception among buyers but also represents a marketing strategy that can increase property appeal, supporting a higher price and extended visibility | Sales price, Time on Market (TOM) |
Source(s): Authors’ own creation/work
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