Last Updated on December 26, 2025 by Elizabeth Nolan
Corporate acquisitions have reshaped the 3D virtual tour landscape you rely on to market properties. CoStar Group bought Matterport for $1.6 billion, REA Group (parent of Realtor.com) acquired iGUIDE maker Planitar, and Zillow pulled all Matterport tours from its platform. This guide shows you how to navigate these platform conflicts and choose 3D tour technology that maximizes your listing visibility across all portals.
What Happened: The Corporate Acquisitions That Changed Everything
April 2024: CoStar Group announced its acquisition of Matterport for approximately $1.6 billion, completing the deal in February 2025. CoStar now owns the most widely-used 3D tour technology in real estate—and CoStar directly competes with Zillow, Redfin, and Realtor.com through its Homes.com, Apartments.com, and LoopNet platforms.
October 2025: REA Group announced it was acquiring a 61.5% majority stake in Planitar Inc., the Canadian company behind iGUIDE. REA Group holds a 20% stake in Move, Inc., which operates Realtor.com in the United States.
The pattern: Two of the three major U.S. real estate portals now have ownership stakes in 3D tour companies. This isn’t coincidence—it’s calculated competitive strategy.
Why Did Zillow Remove Matterport Tours?
On October 20, 2025, Zillow pulled all Matterport 3D tours from Zillow.com and StreetEasy.
Zillow’s position: CoStar declined to renew their API agreement and changed terms of service to restrict Matterport content usage, essentially trying to “wall off data and restrict how real estate professionals use the content they pay for.”
CoStar’s counter: Zillow is “intentionally misrepresenting” the terms. CoStar claims neither Matterport’s nor CoStar’s media licensing terms changed, and that Matterport customers can still share their tours anywhere, including on Zillow.
What it means for agents: Your Matterport tours disappeared from Zillow overnight, not because of anything you did, but because of corporate strategy between industry giants.
What Is iGUIDE and Why Does It Matter Now?
iGUIDE combines LiDAR technology with 360-degree imagery to create immersive 3D virtual tours paired with dimensionally accurate floor plans. The platform is the market leader in Canada with 25% of all homes sold there in 2025 featuring an iGUIDE tour.
Why this matters: Now backed by REA Group (parent of Realtor.com), iGUIDE will likely receive preferential treatment on Realtor.com moving forward. However, photographer adoption remains limited in many U.S. markets compared to Matterport.
Good news for agents: iGUIDE tours do syndicate through MLS IDX feeds to Zillow without the platform conflicts affecting Matterport.
The Critical MLS Constraint You Need to Understand
Most MLS systems only allow one 3D tour URL in their IDX feed. This is the tour that syndicates to all portals automatically.
Smart MLS strategy: Use an unbranded link from an all-in-one platform like HomeDiary in your MLS feed. These platforms:
- Host all your media (photos, video, 3D tours, floor plans) in one conflict-free location
- Link directly from MLS to portals without platform restrictions
- Work regardless of which 3D tour technology your photographer used
- Give you one universal link that syndicates everywhere
This approach lets you work with your favorite photographer’s platform while maintaining maximum portal compatibility.
Which 3D Tour Platform Should You Actually Use?
The real-world answer: Use whatever platform your preferred local photographer offers, especially if your brokerage reimburses 3D tour costs.
Most photographers specialize in one or two platforms. They’ve invested in the equipment, learned the workflow, and can deliver quality results efficiently. Platform availability varies significantly by market—Matterport has wider photographer adoption in most areas, while iGUIDE is growing but still limited in many markets.
Don’t overthink the platform wars. The photographers navigating these changes are already adjusting their workflows. Follow their lead rather than trying to manage multiple platforms yourself.
Understanding the 3D Tour Platforms
Matterport
- Most widely adopted by professional photographers in the U.S.
- Best for: Photorealistic “dollhouse” views and Homes.com visibility
- Now owned by CoStar Group
- Over 12 million spaces captured globally
- Currently blocked on Zillow (tours won’t display)
- Your photographer likely already has Matterport equipment
iGUIDE
- Best for: Dimensionally accurate floor plans and measurement precision
- Now backed by REA Group (parent of Realtor.com)
- Works through MLS IDX feed to Zillow (no platform conflict)
- Limited photographer adoption in many U.S. markets
- Expect preferential treatment on Realtor.com
Zillow 3D Home Tour
- Best for: Budget-conscious agents, DIY tours
- Completely free according to NAR
- Create tours using just your smartphone
- Automatically increases listing visibility on Zillow
- Navigation and image quality considered basic compared to professional alternatives
- Good for entry-level properties
CloudPano, Panoee, EyeSpy360, Asteroom
- DIY platforms requiring you to purchase 360 camera equipment
- Lower subscription costs: $15-$80/month
- Professional-quality results with learning curve
- Platform-independent (no corporate conflicts)
- Best if you want to shoot your own tours
HomeDiary / Floorplan Online
- All-in-one media hosting platform
- Displays photos, videos, 3D tours, floor plans in one location
- Platform-agnostic (works with any underlying 3D tour technology)
- Conflict-free syndication through MLS
- Recommended for your MLS feed link
Related article: The Complete Guide to Walk-Through Videos for Real Estate Agents: Boost Your Listings and Win More Clients
Practical 3D Tour Strategy for 2026
1. Check your brokerage reimbursement policy If your brokerage covers 3D tour costs, use their approved photographer list. Don’t pay out of pocket to avoid theoretical platform conflicts.
2. Work with your preferred local photographer Ask what platform they use. Matterport has the widest photographer adoption. iGUIDE availability varies by market. Quality execution matters more than platform choice.
3. Use HomeDiary/Floorplan Online for your MLS link Upload all your listing media (photos, video, 3D tour, floor plans) to one of these platforms. Use that link in your MLS feed. It syndicates everywhere conflict-free regardless of which 3D tour platform your photographer used.
4. Add Zillow 3D Home Tour directly on Zillow (optional) If you want additional Zillow visibility and your professional tour won’t display there, add a free Zillow 3D Home Tour directly on the Zillow listing. This doesn’t require MLS.
5. Use your professional tour everywhere else Link to the full-quality Matterport or iGUIDE tour on your website, social media, email campaigns, and anywhere you control the presentation.
How Much Do 3D Tours Cost?
Professional photographer service (most common approach):
- Matterport tour: $150-$400 per property
- iGUIDE tour: $200-$500 per property
- Check if your brokerage reimburses these costs
DIY approach (you purchase equipment and shoot yourself):
- 360 camera: $300-$800 one-time purchase
- Light stand: $50-$150
- CloudPano/EyeSpy360 subscription: $15-$80/month
- Learning curve and time investment required
Budget option:
- Zillow 3D Home Tour: Free
- Uses your smartphone (no special equipment)
- Adequate for entry-level properties
All-in-one media hosting:
- HomeDiary / Floorplan Online: Check current pricing for unlimited media hosting
Platform Alignment in 2026: What Actually Matters
The corporate ownership dynamics matter less than these practical realities:
Work with local photographers your brokerage reimburses. If your brokerage covers 3D tour costs, use their approved photographer list. Don’t pay out of pocket just to avoid theoretical platform conflicts.
Matterport has wider photographer adoption. In most markets, you’ll find more photographers offering Matterport than iGUIDE or other platforms. Quality execution by an experienced photographer matters more than platform choice.
iGUIDE works through MLS to Zillow. Despite the Matterport-Zillow conflict, iGUIDE tours syndicate normally through MLS IDX feeds to Zillow.
Use Home Diary/Floorplan Online for your MLS link. These all-in-one platforms host everything conflict-free and work regardless of your underlying 3D tour technology.
Let photographers navigate the platform changes. The photographers dealing with these corporate conflicts are already adjusting their workflows. Follow their lead rather than trying to manage multiple platforms yourself.
Are 3D Tours Worth the Investment?
Research shows substantial ROI for professional 3D tours:
- Listings with 3D tours receive 87% more views
- Properties sell 31% faster and for 9% higher prices
- Over 90% of buyers are more likely to purchase homes with virtual tours
- Buyers spend 52% more time on listings featuring virtual tours
- Homes with Matterport 3D tours specifically sell 20% faster and for 4.8% higher prices (HomeJab research)
- Virtual tours generate 49% more qualified leads
For luxury listings and properties above median price point, professional-grade 3D tours justify the investment. For entry-level properties, smartphone-based solutions like Zillow 3D Home Tour work adequately.
Related article: Congratulations! Selling Your New Listing: Step-by-Step Guide
The Copyright Battle: What Agents Need to Know
In July 2025, CoStar filed a lawsuit against Zillow alleging “rampant copyright infringement”—accusing Zillow of illegally using more than 46,000 CoStar-copyrighted photographs over 250,000 times across Zillow, Trulia, HotPads, and syndication partners.
CoStar is seeking damages that could exceed $1 billion. The company has won before: in 2019, it secured a $500 million judgment against Xceligent over copyrighted photos.
What this means for you: When you pay a photographer for listing photos or create 3D tours, ensure you have clear, written agreements about who owns the content and where it can be displayed. This protects both you and your clients.
Common Questions About 3D Tours in 2026
Will my Matterport tour display on Zillow? No. Matterport tours currently don’t display on Zillow (whether your listings syndicate through MLS IDX or you’re a Zillow Premier Agent advertiser). Use Matterport for other marketing channels and your MLS feed (via Home Diary/Floorplan Online link). Optionally add a free Zillow 3D Home Tour directly on your Zillow listing.
Which 3D tour platform should I choose? Use whatever your preferred local photographer offers, especially if your brokerage reimburses the cost. Matterport has the widest photographer adoption in most markets.
What should I put in my MLS 3D tour field? Use a HomeDiary/Floorplan Online link that hosts all your media. This syndicates conflict-free to all portals regardless of which 3D tour platform your photographer used.
Do I need to buy my own 360 camera? Not unless you want to create tours yourself. Most agents hire professional photographers who already own the equipment and know how to use it effectively.
How long does it take to create a 3D tour? Professional shoot: 1-3 hours depending on property size. Your photographer handles everything. DIY smartphone-based Zillow tour: 15-30 minutes.
Strategic Recommendations for 2026
1. Follow your brokerage’s photographer recommendations If your brokerage reimburses 3D tours, use their approved vendors. They’ve already vetted quality and pricing.
2. Ask photographers what platform they use Matterport has the widest adoption. iGUIDE offers accurate floor plans but fewer photographers. Quality execution matters more than platform wars.
3. Use HomeDiary/Floorplan Online for your MLS link Upload all listing media to one of these all-in-one platforms. Use that conflict-free link in your MLS feed. It syndicates everywhere regardless of your underlying 3D tour technology.
4. Clarify content ownership with photographers Have explicit written agreements about who owns content and where it can be displayed. This protects both you and your clients.
5. Invest in professional quality for properties above median price Luxury listings deserve professional-grade 3D tours. The ROI is proven: faster sales, higher prices, more qualified leads. For entry-level properties, free smartphone solutions work adequately.
6. Let photographers handle the platform complexity The professionals dealing with these corporate conflicts are already adjusting. Follow their lead rather than trying to manage multiple platforms yourself.
The Bottom Line: Making 3D Tours Work in 2026
Corporate acquisitions and platform conflicts reshaped the 3D tour landscape, but your practical strategy is straightforward:
Work with your preferred local photographer. If your brokerage reimburses 3D tour costs, use their approved vendors. Matterport has the widest photographer adoption in most markets. Quality execution matters more than platform politics.
Use HomeDiary/Floorplan Online for your MLS link. Upload all your listing media to one of these all-in-one platforms. The conflict-free link syndicates everywhere regardless of which 3D tour platform your photographer used.
Add Zillow 3D Home Tour directly if needed. If your professional tour won’t display on Zillow and you want additional visibility there, create a free smartphone tour and add it directly on Zillow outside the MLS.
Let the professionals handle platform complexity. The photographers navigating these corporate conflicts are already adjusting their workflows. Follow their lead rather than trying to manage multiple platforms yourself.
Buyer behavior hasn’t changed: buyers want immersive property experiences, and sellers want agents who deliver maximum exposure and premium results. By working with quality photographers, using conflict-free hosting for your MLS feed, and investing in professional tours for properties above median price point, you turn industry uncertainty into competitive advantage.
The agents who thrive won’t be those who get paralyzed by corporate platform wars. They’ll be the ones who maintain relationships with quality photographers, use practical hosting solutions, and position themselves as knowledgeable advisors their clients trust.
