Guide for estate agents: Property photos, Matterport, or both?

Short answer: it depends on the property. Some agents order video production at 25,000+ kr per property. Others manage with good photos at a fraction of the cost. The important thing is to match the visual solution to the property type — not use the same approach for everything.

Here's a guide to choosing the right option.

Property sales in 2026: Buyers start online

It's a cliché by now, but it's still true: the vast majority of property buyers start their search online. They scroll property portals, check listings, and browse estate agents' own sites — and what determines whether they book a viewing is almost always the images.

The agent with the best images wins the first click. And the first click is the prerequisite for everything that follows.

The three visual solutions

Professional property photos

The classic foundation. 15–20 edited images showing the property from the best angles, with correct lighting and composition. Delivery within 24–48 hours.

• Price: from 3,000 kr excl. VAT
• Strengths: fast, affordable, works on all property portals, and the format is familiar to buyers
• Best for: standard properties where fast delivery and portal requirements are the priority

Professional real estate photography is what most estate agents use for the majority of their portfolio — and for good reason.

Matterport 3D tour

An interactive 3D experience where the buyer can navigate freely around the property from their computer, tablet, or phone. Includes automatic floor plan and dollhouse view (bird's-eye view of the entire property).

• Price: from 7,500 kr excl. VAT
• Strengths: reduces physical viewings, captures international and long-distance buyers, "always open" viewing 24/7
• Best for: higher-value properties, rental properties, and development projects

Virtual tours with Matterport add a layer that photos cannot: spatial understanding. The buyer can see how the rooms connect, take measurements, and return to the tour as many times as they like.

Drone photography

Aerial photos and video showing the property, the plot, the area, and the location from above. Particularly effective for properties where outdoor spaces, nature, or location is a selling point.

• Price: from 3,000 kr excl. VAT for 20+ edited images
• Strengths: shows scale and context that ground-level photos never can. Plot size, distance to beach/forest, neighbouring properties.
• Best for: houses with gardens, country estates, properties with attractive locations

Drone photography of properties is what can elevate a property listing from "nice" to "wow" — but it makes the most sense when there's something worth showing from the air.

What should you choose? A guide by property type

Here's our honest recommendation:

We don't recommend Matterport for a 2-bedroom apartment. It's overkill — the money is better spent on good photos. I say this despite being the one selling Matterport tours. But for a villa with a 2,000 m² garden? There, Matterport + drone delivers an experience that photos alone can never match.

What does it cost to have poor images?

It's hard to put an exact figure on it, but the effect is real:

• Longer time on market — properties with poor images get fewer clicks, fewer enquiries, and take longer to sell. Longer listing times can push the final price down.
• More physical viewings per sale — without good images or a virtual tour, buyers can't pre-filter. The result is more viewings with people who aren't interested anyway — and that costs your time.
• Invisible to long-distance buyers — international buyers, relocators, and investors who can't attend a physical viewing skip properties that only have basic images. They choose the agent that gives them the option to view the property remotely.

The process: From booking to property portal

Regardless of which solution you choose, the process is largely the same:

1. Contact and agreement — describe the property, we provide a quote and suggest the right solution.
2. On-site photography — we arrive with the relevant equipment. Property photos take 1–2 hours, Matterport 2–4 hours, drone 30–60 minutes. Everything can be combined in a single visit.
3. Editing and delivery — property photos delivered within 24–48 hours. Matterport within 3–5 business days. Drone images within 3–5 business days.
4. Upload to portals — images are delivered in formats that fit directly into property portals and your own website. Matterport is delivered as an embed code or shareable link.

The combined package

Most estate agents we work with choose a combined package — tailored to the property type and price range. It costs more per property, but it saves time, delivers better results, and sells faster.

And ultimately: a faster sales time is the best argument for investing in proper images.