Franklin, North Carolina Short-Term Rental Market
Franklin, NC STRs averaged $210/night at 44.3% occupancy in April 2026, with revenue up 5.7% year-over-year.
Quick Answer: Franklin, North Carolina is an active short-term rental market. average occupancy in the North Carolina Mtns market area is 58%. average monthly revenue in the North Carolina Mtns market area is $3,793. average daily rate in the North Carolina Mtns market area is $251. the top operator in the North Carolina Mtns market area is Evolve with 723 listings. market score is 70/100 (grade B).
Market data reflects the North Carolina Mtns regional market, which includes Franklin. Regulations, taxes, and permit details below are specific to Franklin.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
Franklin is the seat of Macon County in the Smoky Mountains of western North Carolina, marketed as the Gem Capital of the World. At a town population of approximately 4,300, it punches well above its size as an STR market, drawing Southeast drive-market leisure travelers for gem mining in the Cowee Valley, outdoor recreation in the Nantahala National Forest, and the late-July Macon County Gemboree.
In April 2026, the average daily rate was $210 and occupancy was 44.3%, producing RevPAR of $93. Year-over-year, occupancy grew 3.2%, ADR was essentially flat (+0.4%), and revenue increased 5.7%. The listing inventory is dominated by entire-place rentals (12,067 units) with 303 private rooms and no measurable shared-room supply. By bedroom count, 2-bedroom units lead at 3,814, followed by 3-bedroom (3,371), 1-bedroom (2,991), 4-bedroom (1,418), and 5-bedroom-plus (761). Channel distribution shows 3,366 Airbnb-only, 1,461 VRBO-only, and 7,543 on both platforms, indicating a heavily multi-channel market where VRBO holds a notably larger share relative to most non-resort markets. The investability score of 81.0/100 reflects low entry costs and consistent rental demand against a light regulatory backdrop.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 32% |
| Feb | 41% |
| Mar | 47% |
| Apr | 47% |
| May | 49% |
| Jun | 61% |
| Jul | 68% |
| Aug | 56% |
| Sep | 49% |
| Oct | 61% |
| Nov | 49% |
| Dec | 46% |
Month-by-month nightly rates and revenue figures for Franklin are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Top Short-Term Rental Operators in North Carolina Mtns market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the North Carolina Mtns market as a whole, which includes Franklin, so these counts are not Franklin-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Evolve | 723 | 35,109 | ★ 4.76 |
| 2 | Vacasa | 454 | 17,037 | ★ 4.47 |
| 3 | Yonder | 119 | 3,777 | ★ 4.71 |
| 4 | Rumbling Bald Resort | 112 | 415 | ★ 4.35 |
| 5 | Bryson City Cabin Rentals | 112 | 1,400 | ★ 4.65 |
What Kind of STR Should I Buy in Franklin?
Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Franklin are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Booking Channel Mix
Distribution of bookings across major STR platforms.
| Channel | Share |
|---|---|
| airbnb | 27.2% |
| vrbo | 11.8% |
| both | 61% |
Home Value Trends (Franklin)
Typical home values, median sale prices, and the 10-year price trend for Franklin are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Booking Insights
Booking-window and length-of-stay analysis for Franklin — how far ahead guests book and how to price around it — is available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Short-Term Rental Regulations
Franklin, NC operates in a light-touch regulatory environment for short-term rentals. North Carolina does not require a statewide STR license, leaving rules to local zoning. No town-specific STR registration permit, maximum-nights cap, or owner-occupancy requirement was confirmed in available primary sources for the Town of Franklin. Land use is governed by the Town of Franklin Unified Development Ordinance (Chapter 152), which controls where lodging uses are permitted by zoning district. Investors should verify the specific zoning treatment for their parcel with the Town of Franklin Planning and Zoning Department; properties outside town limits are subject to Macon County Planning rules.
The primary compliance obligation is the lodging tax stack: the Town of Franklin levies a 3% Room Occupancy Tax that explicitly applies to rentals through platforms including Airbnb and VRBO for stays under 90 consecutive days. Macon County levies an additional 3% Room Occupancy Tax. North Carolina’s 6.75% state and local sales and use tax also applies. Operators must register to collect and remit these taxes monthly by the 20th of the month. Enforcement is classified as minimal. No recent STR ordinance changes were confirmed in available sources.
Market Comparison
At $210 ADR and 44.3% occupancy, Franklin sits near the US STR median ADR of approximately $220 and below the median occupancy range of 50-60% for established leisure markets. The occupancy gap reflects both the market’s smaller size and the April snapshot, which falls in the shoulder season. RevPAR of $93 is consistent with a secondary mountain market.
Evolve leads the professional management landscape with 723 listings and 35,109 reviews at a 4.76 average rating, making it the largest operator in this market by a significant margin. Vacasa holds 454 listings with 17,037 reviews at a 4.47 rating. Yonder operates 119 listings at a 4.71 rating. Rumbling Bald Resort and Bryson City Cabin Rentals each manage 112 listings. Evolve and Vacasa together account for a substantial share of the approximately 12,370 listed properties, indicating a market where institutional management is well-established. The total market score of 70.1/100 reflects the combination of moderate demand, favorable regulation, and lower revenue growth in recent years.
Frequently Asked Questions About Franklin, North Carolina
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