The clocks rolled back on Sunday as we roll into November, and we’re heading into the quieter stretch of the year on the Forgotten Coast. We had 12 new listings hit the MB/SJB/WMB market and 5 properties going under contract. There were also 14 price reductions and 3 closings for over $2,300,000 in total volume. All three sales closed well below their original list prices, and the top two gave up a combined $609,000 from where they started. Stick around to the end for an update on how the rental market did this year. Let’s dive into this week’s sales.
102 St Charles St
Heading up 15th St to Casuna, this 2021-built 3BR/2BA went for $470,000 after 283 days on the market. It started at $599,000 last December, so the seller came down to 92% of the original asking price. The home has 1,620 sq ft of living space with a two-car garage, sitting on a 75x100 lot in the X flood zone, and it sold partially furnished at $290.12 per square foot. Casuna does not allow short-term rentals, and much like Palmetto Plantation 3J a few weeks back, that takes a big chunk of the buyer pool off the table.
107 S 26th St
The top sale of the week was a 100’ Gulf-front lot in Mexico Beach. It came on the market January 30 at $1,900,000, was cut to $1,599,000, and finally sold for $1,420,000 cash after 264 days. That's $480,000 off where it started, or roughly $14,059 per foot, which is the lowest price per linear foot in over 3 years. The lot did have a pad from a previous home but also has tap fees paid. It is in the AE flood zone and obviously sits seaward of the CCCL, so any build will need DEP approval.
284 Vermilion Cir
The lone DR Horton closing of the week was a new Monroe plan in WindMark North, a two-story 3BR/2.5BA with 1,846 sq ft. It brought $399,900 with conventional financing, $10,000 over its $389,900 list price, as usual from DR Horton. DR Horton also covered closing costs, and when concessions are in play, part of that is often built into the sale price. The more telling number is where it started: $434,900 back in May. After 135 days, the final price still landed $35,000 below that original ask, which is rarer for the company.
Area Info/Market Updates
This week, I was able to really pick the brain of Grant Haddock with Pristine Properties Vacation Rentals and was given some really insightful information that I want to share with y’all on the status of the rental market.
Out of the Forgotten Coast, Mexico Beach and St. Joe Beach both saw the most growth within the rental market. Starting out with occupancy, Mexico Beach is sitting at 48.4% occupancy marketwide, while St. Joe Beach is sitting at 46.5% occupancy. Both of these are higher than they were in 2025, with Mexico Beach having the edge over SJB with a 4.3% occupancy jump.
Moving on to rates, Mexico Beach was also among the biggest increases Year over year. The Average Daily Revenue for 2026 was $372, which is up almost 9% from 2025, which sat at close to $340. Moving over to St. Joe Beach, the ADR actually went down; however, it was still significantly higher than the Mexico Beach area, at $439. Part of this is due to the types and number of properties on the rental market in each area and how that has changed over the years.
Lastly, moving into the Booking Window, which is the time from when the client books the stay to when they actually stay. Both areas’ averages were identical, at 80 days. When compared to Cape San Blas, Indian Pass, and St George Island, it is 20-30 days less.
And for all who are asking, “What does this mean for me and my property?” Simply put, more people are coming here, and they’re paying more to do it, BUT there is more competition, as both Gulf County and Mexico Beach have reported more vacation rentals than last year and 2024. At the end of the day, rates are king, and those need to reflect the current state of the market, but properties do seem to be staying occupied.
That’s all for this week’s market update. Thanks for reading, and go Dawgs!