Franklin, North Carolina Short-Term Rental Market
Western North Carolina mountains STR market averaged $240 ADR, 48.3% occupancy and $3,198 monthly revenue in September 2026.
Quick Answer: Franklin, North Carolina is an active short-term rental market. average occupancy in the North Carolina Mtns market area is 48%. average monthly revenue in the North Carolina Mtns market area is $3,198. average daily rate in the North Carolina Mtns market area is $240. 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
This profile covers Franklin, North Carolina, with data through September 2026. Performance figures describe the western North Carolina mountains STR market, a region that includes Franklin and nearby mountain towns, because these towns share one tracked metric series. The numbers below are regional, not unique to Franklin. In September 2026 the average daily rate across all listings was $240 and occupancy was 48.3%. Average monthly revenue per listing was $3,198. Compared with September 2025, occupancy rose 11.3%, ADR rose 3.4% and revenue rose 15.2%. Summing the seasonal monthly averages gives $34,068 in annual revenue for a typical listing in the region. Entire homes averaged $242 per night, while luxury listings averaged $403 and professionally managed listings averaged $281. Franklin is the seat of Macon County in the Smoky Mountains of far western North Carolina, with a population of 4,268. Demand draws on Cowee Valley gem mining, the Franklin Gem and Mineral Museum, the Macon County Gemboree in late July, and hiking in the Nantahala National Forest. Visitors are largely drive-market leisure travelers from Atlanta, Charlotte and the wider Southeast. Bedroom, channel and listing-type counts are tracked at a shared regional level rather than uniquely for Franklin, so this profile omits them. Over the longer term, annual occupancy ran 60.6% in 2020 and 60.4% in 2021, eased to 47.7% in 2024, and stands at 47.6% for the first nine months of 2026, with ADR at $226 compared with $187 in 2020.
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
Short-term rentals are permitted in Franklin, North Carolina, and enforcement severity is rated minimal. North Carolina does not require a statewide STR license, so regulation is left to local zoning. The Town of Franklin governs land use through Chapter 152, the Unified Development Ordinance (UDO), administered by the Town Planner and Land Use Administrator. The UDO controls which zoning districts allow lodging type uses. A dedicated, town specific short-term rental permit ordinance was not located in primary sources, and no maximum nights cap, owner-occupancy requirement or primary residence requirement was found. County rules from Macon County Planning may also apply outside town limits. The main compliance obligation is the lodging tax stack. The Town of Franklin levies a 3% Room Occupancy Tax that applies to rooms or houses rented through platforms including Airbnb and VRBO, and Macon County levies its own 3% Room Occupancy Tax. Both apply to stays of fewer than 90 consecutive days. The 6.75% North Carolina state and local sales and use tax also applies to short-term accommodations. Operators must register to collect and remit these occupancy taxes monthly, by the 20th of the month. No recent town specific STR ordinance change was confirmed in primary sources within the last 24 months. Investors should confirm the UDO zoning treatment for a specific parcel with the Town of Franklin Planning and Zoning Department, or with Macon County Planning if the property is outside town limits.
Market Comparison
September 2026 occupancy in the western North Carolina mountains STR market was 48.3%, and the all-listings ADR was $240. Entire homes at $242, professionally managed listings at $281 and luxury listings at $403 all sit above the all-listings ADR. The market has historically been rate driven rather than occupancy driven. Occupancy reached 60.6% in 2020 and 60.4% in 2021, and has since settled in a band of 47.6% to 53.1%. Recent momentum is encouraging, with occupancy up 11.3% year over year and revenue up 15.2%. Peak months reach 67.5% in July, 60.6% in June and October, and 55.9% in August. Winter months are much softer, with January at 32.2%. Investors comparing this region with other markets should expect strong summer and October performance and a pronounced winter dip. Operator rankings are tracked at a shared regional level rather than uniquely for Franklin, so this profile omits them.
Frequently Asked Questions About Franklin, North Carolina
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