Integrating virtual reality in real estate marketing: applications and challenges for digital transformation

The adoption of Virtual Reality (VR) in the real estate sector has emerged as a transformative innovation that aligns with the broader digitalisation of the built environment. Previous studies indicate that VR enhances spatial visualisation, supports effective property marketing and facilitates informed decision-making among potential buyers and investors. However, a research gap remains regarding the systematic assessment of VR’s impact on property development processes and user acceptance in real estate marketing. This research aims to critically examine the applications of VR in real estate, with a focus on marketing, design visualisation, and stakeholder engagement. A mixed-methods approach is adopted, combining literature review and survey data to evaluate the extent to which VR improves efficiency and influences buyer perceptions. Key challenges, including high implementation costs, technological limitations and varying levels of user readiness, are also addressed. The study contributes by providing empirical insights into VR’s potential to reshape real estate practices, offering recommendations for developers, property managers, and policymakers to leverage VR as a smart technology for sustainable growth and competitive advantage.