var(--variable-vFEjUZRIq)

Resources

Matterport tours lift conversion 23% on STR direct sites

A 90-day A/B across 14 Sterling Resorts properties. The graphs, the caveats, and what it means for your listing photos.

Data

2026-04-24

var(--variable-vFEjUZRIq)

Between January and April, Sterling Resorts ran a controlled test across 14 of their PCB properties. Seven listings showed a Matterport tour above the photo gallery on their direct-booking site. Seven matched listings did not. The tours-on listings converted at 3.4% versus 2.8% for tours-off. Direct revenue lifted 23% on the test cohort over the same 90-day window. Time-on-page jumped from 1:42 to 3:08. A Matterport is not a replacement for great stills. It is a complement. The tour answers the floor-plan question; the photos sell the feeling. Spend on both, in roughly a 70/30 photo/tour split.

Keep reading

var(--variable-previousItemId.vFEjUZRIq)

Previous

The 18-minute twilight window agents keep missing

Why the back half of golden hour outperforms the front, and the prep checklist we hand homeowners 24 hours before.

var(--variable-nextItemId.vFEjUZRIq)

Next

PCB spring shoot calendar is filling early this year

February inventory is up 18% YoY across PCB, 30A, and Inlet Beach. Book windows are tightening. Here is what to do.

From the field

The work behind the writing.

View full portfolio