Create an Emotional Bond.
As a tool, it overcomes the negative effects customers feel from the inability to experience the house in its final form; effects such as indecision, stonewalling, and dismissal. The mental play, amusement and enjoyment derived from experimenting with a house design, creates a bond -an emotional attachment- and engages the customer in an experience such that they begin to envision themselves living in their home.
But, achieving effective interactivity isn't as simple as just slapping a tool on a website. Considerable research in this field illustrates that standalone 3D tools don't improve client responses, or increase sales. Empirically, we see that for a tool to be effective it has to be realistic, enjoyable and provide instrumental value.