Florida Vacation Rentals See 30 Percent Decline Compared to Last Year

Written by:

Steve Marcinuk

Date:

29 Aug 2025

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A significant transformation is underway in Florida’s vacation rental market, with dramatically falling returns forcing investors to reconsider long-held strategies, according to one local real estate expert.

“We are 30% down this year from last year on sales and numbers,” reports Olivia Catanese, team leader at Coldwell Banker‘s 30A division. “Rental projections were making maybe 50,000-60,000 a year, now they’re looking at making 25,000-30,000.”

The Economics No Longer Work

This dramatic decline in rental income is causing a ripple effect through the market. Catanese points to multiple investors who are now looking to exit their positions, citing both declining revenues and rising costs.

“Property management companies are starting to become more expensive,” Catanese explains. This has led some owners to attempt self-management, often with disappointing results. “They start to run into those issues, then you’ll start to see sellers say, ‘Hey, you know what? I’ve been property managing this for six months on my own. Now it’s been hellacious. I’m ready to sell and get out of this market.'”

Broader Tourism Challenges

The rental market’s struggles reflect wider tourism-related challenges in the region. “Our tourism has been down. All the restaurant owners that I know, they say, some of them have been down 30, 40% within the six months of this year alone,” Catanese reports.

This decline in tourism activity has created a cascade effect: “Some people have had to up their pricing. Stores have upped their pricing to keep in business. That’s deterred tourists from coming to our area.”

Investor Response

The market shift is already changing investor behavior. Catanese shares an example of one experienced local investor: “I do have an investor, he’s very well invested here in this area. He’s rented them out, some of them long term, some of them short term. He’s actually selling all of his properties right now.”

Even potential new investors are reconsidering their plans. “I had a couple investors from Atlanta., they were coming down here. They wanted to buy a second home for their family and then rent it out when they weren’t here. Now they’re backing off,” Catanese says.

Solutions and Adaptation

Some property owners are exploring alternative strategies, including switching from short-term to long-term rentals or adjusting their pricing models. However, Catanese suggests that the market may need time to find its new equilibrium.

“I think it could be a silver lining. I think there is the light at the end of the tunnel here,” she says. “We’ll just have to kind of be patient and be realistic.”

For now, Catanese advises both current owners and potential investors to adjust their expectations: “Don’t say, ‘Hey, my home is worth $3 million and I’m going to get that right now if I put this on the market.’ No, you’re not. Our market is down.”