65% of Buyers Want to Tour Homes on Their Own Time

Buyers are signaling something loud and clear. They want more control over how and when they tour homes, and the latest numbers show that demand for self-guided access has officially moved into the mainstream. 

According to Zillow’s Consumer Housing Trends Report for 2025, a growing share of buyers are ready to unlock doors with their phones, schedule showings digitally, and move through properties on their own time. 

Digital Scheduling Has Become the Norm

The first clear signal comes from how buyers want to set up their tours. 

Zillow’s report shows that 66% of buyers would prefer to schedule in-person showings online. That number has climbed steadily since 2020, when only 57% said the same. 

With nearly every other part of the home search beginning digitally, the desire for online scheduling aligns perfectly with the way buyers already navigate the search process.

Before setting foot inside a home, buyers are spending hours—

• Narrowing options online
• Comparing floor plans
• Using digital tools to filter out bad fits

So when the touring stage finally arrives, most want it to be just as easy and efficient as the discovery process.

Self-Guided Touring Isn’t a Fringe Preference Anymore

The bigger trend is what buyers want once they actually arrive at the property. 

Zillow’s report shows 65% say it would be easier to unlock homes with their phone and walk through independently. 

That preference has held steady or increased over several years, peaking at 68% in 2023 and staying strong through 2025.

If you’ve ever had buyers juggling unpredictable schedules, trying to fit in after-work or lunchtime showings, or coordinating around childcare, none of this should be surprising. Self-guided access removes friction for the buyer—though sellers may not like the thought of strangers touring their home without an agent around. 

Younger Buyers Lead, But the Trend Isn’t Limited to Them

Generational breakdowns show more nuance. Younger buyers lead the way, with 75% of Gen Z and 65% of Millennials supporting phone-unlock self-guided tours. 

That tracks with a generation raised on mobile-first everything.

But what matters more is how widespread the preference has become outside those groups. Nearly half (49%) of both Gen X and Boomer buyers say they prefer self-guided access. 

Broken down by decade: 

• Buyers in their 30s: 72%
• Buyers in their 40s: 78% (highest adoption)
• Buyers in their 50s: 59%
• Buyers in their 60+: 50%

Those in the highest adopting group are often buyers with families, demanding jobs, or tighter schedules, which makes them prime adopters of flexible touring.

Virtual Tools Set the Stage for Independent Touring

Another reason buyers are ready for self-guided access is what they’re seeing online before they ever book a tour. Zillow’s data shows:

• 70% believe 3D tours give them a better feel for the space than static photos
• 65% wish more listings included 3D walkthroughs

Digital previews aren’t replacing in-person experiences, but they are doing more of the early qualification work.

This shift matters because it eases buyer anxiety about walking into a home alone. When someone has already explored the layout virtually, they’re more confident about what to expect. 

Self-guided touring becomes a natural extension of the research they’ve already done.

Final Thoughts

Buyers want faster access, fewer scheduling hurdles, and the flexibility to tour on their own time. 

When you understand that nearly two-thirds want to schedule tours online and a similar percentage would happily unlock the door themselves, you start to see what a modern touring experience looks like. 

Meeting buyers where they already are positions you as someone aligned with how they think and how they shop.

That said, the idea of buyers unlocking their homes by the swipe of a finger on their phone is not something every potential seller will embrace. 

Without an agent present, homeowners have legitimate concerns about—

• Property damage (stained carpet, broken windows, countertops “tested” for stainability)
• Theft: even major appliances aren’t nailed to the floor
• Lawsuits from buyers who claim injury while on the property 

Anything that could diminish their property’s value or open them up to new massive costs is something any homeowner would want to avoid. 

Hence the tight controls on who gets to enter their home and when. 

The bottom line here? Home touring is evolving. Your approach doesn’t have to replace personal service. But it should take into consideration how buyers already behave, while also honoring the seller’s concerns and priorities. 

Phone-unlock may not become widely accepted as a touring option, but it’s another tool you need to be aware of.