If you've been feeling a shift in the market lately, you're not imagining things. This week brought two major reports that paint a clear picture: the housing market is cooling, and agents who want to keep closing need to adapt.
Let's break down what's happening — and what it means for how you market your listings.
The Numbers Tell the Story
The National Association of Realtors reported on Wednesday that existing home sales in January plunged 8.4% from December, landing at a seasonally adjusted annual rate of 3.91 million — the slowest pace since December 2023 and the biggest monthly drop since February 2022. Economists had predicted a decline of about 4.6%, so this caught the industry off guard.
Meanwhile, a separate report from FoxBusiness showed that annual home price growth has slowed to just 0.9% nationally, one of the softest rates we've seen since the recovery from the Great Recession. Several markets across Florida, Texas, and Hawaii are seeing outright price declines.
NAR Chief Economist Lawrence Yun didn't mince words, calling the current situation "a new housing crisis" and noting that "the movement is not happening. Americans are stuck."
Homes are also sitting longer. The median time on market rose to 46 days in January, up from 41 days a year ago. That's five extra days your listing is competing for attention — and five more days your sellers are watching and waiting.
What This Means for You
Here's the reality: when sales volume drops and days on market climb, every listing becomes a competition. Buyers have more options, more time to compare, and less urgency to act. The agents who win in this environment aren't necessarily the ones with the best price — they're the ones who present properties in a way that creates an emotional connection before a buyer ever steps through the door.
That's exactly what a Matterport 3D virtual tour does.
Think about the buyer scrolling through dozens of listings on a Thursday night. They're comparing your listing against ten others in the same price range. Static photos give them a glimpse. A virtual tour gives them the experience of walking through the home — exploring rooms at their own pace, getting a feel for the layout and flow, and building that mental picture of their life in the space.
In a market where homes are taking longer to sell, that kind of engagement isn't a luxury. It's a competitive advantage.
The Data Backs It Up
Listings with 3D virtual tours consistently outperform those without. They generate more qualified showings because buyers have already "pre-toured" the home and know they're genuinely interested. They attract out-of-area and relocating buyers who can't attend an open house but are ready to make offers. And they give your sellers something tangible and impressive to see when you present your marketing plan — which matters more than ever when sellers are nervous about a cooling market.
When the NAR reports that sales are strongest in the $1 million-plus segment (the only price category still in positive territory year over year), it's worth noting that luxury listings have embraced virtual tours for years. There's a reason for that. Higher-end buyers expect a premium presentation, and that expectation is quickly filtering down to every price point.
Set Yourself Apart This Spring
Spring is typically when the market picks up, but this year the backdrop is different. Affordability is improving, mortgage rates have come down slightly, and inventory is rising — all signs that buyers will be active. But with consumer confidence still shaky and competition among listings increasing, the agents who invest in standout marketing will be the ones closing deals.
A Matterport virtual tour is one of the simplest, most cost-effective upgrades you can make to your listing strategy. It works around the clock, never calls in sick, and makes every listing look like it has a dedicated marketing team behind it.
Ready to give your listings the edge they need in 2026? Check out our packages and pricing.
We'd love to help you make this spring your strongest season yet.
Questions about 3D tours or ready to get started? Feel free to reach out to me directly at james@southeast3dtours.com — I'm happy to help.