eMoov is to offer virtual tours to clients free of charge - a service for which it says rival online agents charge between £79 and £100.
eMoov is partnering with PropTech firm Keypla and eMoov says the quality of the service is "unrivalled" by other agencies.
For some months eMoov has been running a BETA test of the service, Based on the results, eMoov will first offer this feature across Essex and London, before continuing to roll it out on a national level.
"We haven’t rushed into the virtual tour space lightly as it wasn’t about being the first to offer it, it was about offering the best possible product for our customers, in addition to being able to pull valuable data from the virtual tour interactions" says eMoov chief technology officer Ivan Ramirez.
"This data will give us insight into how buyers are interacting with a property online with virtual tours allowing so much more insight into buyer interactions than a still image. For us, the main event here is the data and the virtual tour is simply the mechanism to capture this data" he says.
Ramirez concludes: "We have figured out a way to do this in a cost-effective way and we have decided to provide this service free of charge and pass on yet more value to our customers."