How to Add a 3D Tour to Zillow and the MLS (Unbranded Link Guide)

Most virtual tours reach Zillow through the MLS, not through Zillow directly. Here is how that path works, what "unbranded" usually means to an MLS, where the rules differ, and how to prepare a link that passes.

The short answer

1. Publish the tour and copy its public URL. Not the embed code.
2. Make sure that link shows no agent, brokerage or seller details: no names, phone numbers, emails, logos or contact buttons.
3. The listing agent pastes it into the MLS listing's virtual tour field, usually labeled something like "Virtual Tour URL" or "Unbranded Tour".
4. When the listing syndicates, Zillow can pick the tour up from the MLS feed.
5. Check the live Zillow listing. If the tour is missing, ask the agent to check the MLS field and Zillow's own listing tools.

You usually cannot add it to the MLS yourself. The agent or their office has the MLS login, so your job is to hand over a link that will not get them fined.

How a tour URL reaches Zillow

There are two routes.

Through the MLS feed. This is the normal route for agent listings. Kuula's Zillow guide (March 2026) describes it plainly: put the tour in the MLS listing and Zillow pulls it from the feed. Zillow's own Showcase getting-started guide uses the same path for its product. It tells agents to paste "the unbranded version" of the Showcase floor plan URL into the Virtual Tour URL field in the MLS, and notes that the unbranded version "avoids MLS fines."

Directly on Zillow. A listing can also be edited on Zillow itself. Kuula's guide describes the field under Media, then 3D Tour. Menu names change, so follow Zillow's current screens rather than any screenshot.

Either way, Zillow decides which tour hosts it displays. It shows tours from a set of accepted third-party providers, and that set changes. In October 2025 Zillow stopped showing Matterport tours while continuing to accept other vendors, as HousingWire reported. An email from Zillow quoted on the We Get Around Network forum lists its accepted providers and says Zillow will try to enable others on request.

Zillow also has its own tools. Zillow 3D Home is a free capture app, and Showcase, from the guide above, is its own listing media program. If a client specifically needs the tour inside Zillow's own 3D tour placement, those are the dependable routes. Whether and where a third-party link appears is up to Zillow.

What "unbranded" means to most MLSs

MLS rules are written by each MLS, so wording differs, but the core idea is consistent: the public tour should identify the property, not the people selling it.

Canopy is the useful reminder: one MLS relaxed the rule that its neighbours still enforce. Realcomp shows rules can apply to the URL itself, not only to what appears on screen. Ask the agent which MLS the listing is in and read that MLS's current rules before the shoot.

In practice, an unbranded tour link should not show:

• Agent, team, brokerage or seller names
• Phone numbers, email addresses or website links that lead back to them
• Agent or brokerage logos, including on a loading screen
• Yard signs or office signage visible in the capture
• A contact or "book a showing" button that goes to the agent
• A domain name that names the brokerage

Rules on the tour vendor's own name or watermark vary between MLSs. A link without any watermark removes that question.

Prepare the link in Spatial Studio

Spatial Studio has no Zillow or MLS integration. What it gives you is a published tour URL you control, which is what the MLS field needs. Here is how to keep that link clean.

Checklist before you send the link to the agent:

1. Copy the published tour URL, not the iframe embed code. Embed code is for websites, and an MLS virtual tour field expects a link.
2. Remove agent contact actions. The contact CTA opens a form URL you set. On the MLS version, remove it or leave it unset, and remove any custom link that goes to the agent's site.
3. Check hotspot text and media. Hotspot titles, descriptions, audio and attached documents should describe the home, not the agent. If you used Smart Hotspots to draft text, read what it wrote.
4. Leave the custom logo and branded loading screen off the MLS version, unless that MLS explicitly allows them.
5. Check your domain. On Studio, a custom subdomain is your media company's address. If it contains the brokerage's name, use it for branded links only.
6. Turn password protection off. The MLS and Zillow need a public link.
7. Open the link in a private browser window on a phone and look for anything that names a person or company.

If the agent also wants a branded version for their own website, publish a second tour with the logo and contact CTA. That is another published tour, so it counts toward your plan's live-tour limit. Keep the two links clearly labelled when you hand them over.

After the listing goes live, the tour's analytics show views, unique views, view time, devices and traffic sources. That tells you whether the link is being opened. It will not tell you which hotspots were clicked.

When the tour does not appear on Zillow

• The field was wrong. Some MLSs have separate branded and unbranded tour fields. Ask the agent to confirm the URL went into the unbranded or public one.
• The MLS rejected or removed it. Rules like Realcomp's block certain URLs from being saved at all. Long Island's removes branded tours.
• The listing is not syndicated to Zillow. Berkshire County MLS, for example, says tours go to Zillow in its data feed only for brokers who opt to syndicate. That is the listing office's choice, not yours.
• Zillow does not display that host. Zillow controls which third-party tours it shows, as the Matterport change showed. Test one live listing before promising Zillow placement in a package.

Frequently asked questions

Can I upload a virtual tour to Zillow myself?

Only if you have access to edit the listing. For most agent listings the photographer hands the link to the agent, who adds it to the MLS.

What is the difference between a branded and an unbranded tour link?

A branded link shows who is selling the home: names, logos, contact details. An unbranded link shows only the property. Most MLSs only allow the unbranded one in the public tour field.

Is a Spatial Studio tour a Zillow 3D Home tour?

No. Zillow 3D Home is Zillow's own product. A Spatial Studio tour is a separate link that you publish and host. Whether Zillow displays it is up to Zillow.

What should I charge for MLS-ready tours?

Include the unbranded link in every listing package, since agents need it. See how much to charge for virtual tours for published price ranges and hosting fees, and our virtual tour software comparison for real estate photographers for how Zillow 3D Home and other platforms compare.