The adoption of virtual tours for real estate marketing gained momentum during the pandemic. This study highlights the impact of virtual tours in real estate marketing in influencing Consumer decision making related to purchase. Based on the responses of the potential home buyers who were exposed to the virtual tours, the effectiveness of the virtual tour related to product knowledge, quality aspects and purchase intention was captured through a survey. Although the virtual interactivity significantly enhances understanding and engagement, it alone is insufficient for final purchase decisions; particularly among first-time and low-budget buyers who prefer physical site visits for assurance. The study also finds a strong correlation between virtual interactivity and purchase intention in mid to high-budget segments. Two-way communication and neighbourhood simulation were identified as features that can significantly improve VR’s effectiveness. This technology has the potential to change the traditional customer journey of real estate sector and also reach out to wider base of customers like NRIs through e-commerce or digital platforms.
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