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Virtual tours have become a must-have feature in real estate listings — especially in an age where whether buyers view a property online can determine how fast it sells. However, navigating the MLS virtual tour rules and understanding compliance for services like CloudPano MLS compliance or Matterport MLS guidelines can be confusing.
This guide breaks down everything agents need to know about using virtual tours properly on MLS, how different platforms handle compliance, and what the latest industry disputes — including controversies between CoStar, Matterport, and Zillow — mean for your listings.
Virtual tours are interactive, immersive experiences that allow buyers to walk through properties online. These tours:
But just because a virtual tour exists doesn’t mean it will appear on the MLS feed or syndicated sites. MLS listing virtual tour policy is very specific about how tours can be added, displayed, and shared.
Every MLS board has rules governing virtual tour links — and while they vary slightly by region, most adhere to some common principles:
When submitting a tour to MLS, one key requirement is whether the link must be branded or unbranded:
For example, if you use CloudPano or Matterport, make sure you copy the unbranded version of your virtual tour link when submitting.
Here’s a simple process real estate professionals follow to ensure MLS virtual tour rules are met:
CloudPano is widely used because it makes it easy to generate MLS-compliant virtual tours. Here’s why real estate professionals choose it:
CloudPano lets you export tours specifically meant for MLS, removing branding elements automatically.
Compatible with MLS systems and syndicated listing sites like Realtor.com and others, provided the link meets MLS guidelines.
By using the unbranded format, your tour is less likely to be stripped out or rejected by MLS systems.
Matterport has long been the go-to technology for high-end 3D property tours. However, changes in ownership and licensing have complicated Matterport MLS guidelines. Source: Matterport
CoStar Group acquired Matterport in early 2025. Subsequently, a dispute with Zillow erupted when Zillow removed Matterport 3D tours from its platform, citing changed terms of service and a lapsed API agreement. Source: Zillow pulls Matterport tours from its listings
This has implications for MLS and syndicated traffic:
The result? Agents must ensure their MLS virtual tours are shared using compliant links and not rely solely on platform syndication if portals choose to restrict certain media. Source: Zillow pulls Matterport tours from listings, blames CoStar
In addition to MLS virtual tour rules, here are key compliance points to consider:
MLS systems often reject broken or insecure links (http://). Use secure links (https://) for best results.
Never paste a virtual tour link inside a photo caption or remarks section — use the dedicated virtual tour field instead.
Different MLS providers (Matrix, Paragon, Flexmls) may label fields differently, but all require unbranded tours to appear correctly.
Virtual tour technology isn’t just about better marketing — it’s now part of a larger industry conflict:
In October 2025, Zillow removed Matterport 3D virtual tours from listings on Zillow.com and StreetEasy, claiming CoStar did not renew their API and restricted the use of the tours on third-party platforms.
CoStar stated Zillow misrepresented the terms and that Matterport customers can share their tours anywhere — including on Zillow.
This dispute reflects broader legal battles between MLS portals and listing platforms about data use, licensing, and control, affecting how 3D tours are shared and displayed across the industry.
Helpful links for deeper context:
Even after proper MLS upload, your tour needs to syndicate effectively:
Here are key recommendations agents should follow:
Understanding MLS virtual tour rules, CloudPano MLS compliance, and Matterport MLS guidelines is essential for real estate professionals. Done right, virtual tours enhance listings, improve buyer engagement, and help properties sell faster. Done wrong, they can be stripped from MLS or syndicated feeds, harming marketing efforts.
Stay informed, follow MLS policies precisely, and keep up with industry developments — especially when major players like CoStar and Zillow are reshaping how virtual tours appear and are shared online.
If you have specific questions about your MLS board’s policies or recent changes in tour syndication, it’s always wise to consult your MLS support team or an experienced real estate tech specialist.
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