Marshall, North Carolina Short-Term Rental Market
The Asheville region STR market averaged $245 ADR, 56.0% occupancy and $3,796 monthly revenue in September 2026.
Quick Answer: Marshall, North Carolina is an active short-term rental market. average occupancy in the Asheville market area is 56%. average monthly revenue in the Asheville market area is $3,796. average daily rate in the Asheville market area is $245. the top operator in the Asheville market area is Greybeard Rentals with 162 listings. market score is 93/100 (grade A).
Market data reflects the Asheville regional market, which includes Marshall. Regulations, taxes, and permit details below are specific to Marshall.
Market Score Breakdown
Five dimensions StaySTRA evaluates per market.
Market Overview
Marshall is a small riverside mountain town in Madison County, about 20 miles north of Asheville, with a population of 812. Short-term rental data for Marshall is tracked at the level of the Asheville and Western North Carolina mountains region, which also covers Mars Hill, Hot Springs and Asheville. Every performance figure below therefore describes the Asheville region STR market rather than Marshall alone. In September 2026 the Asheville region STR market posted an average daily rate of $245, occupancy of 56.0% and average monthly revenue of $3,796. Entire homes averaged $253 per night, compared with $245 across all listing types. Against September 2025, occupancy rose 11.3%, ADR rose 10.5% and revenue rose 25.8%, a sharp rebound after several years of flat to softer annual results. Annual figures show the shape of the cycle. Occupancy peaked at 66.0% in 2021, fell to 52.8% in 2024 and recovered to 54.4% in 2025, while annual ADR climbed from $164 in 2017 to $214 in 2025. Through nine months of 2026 the average ADR is $229, occupancy is 53.7% and monthly revenue is $3,452. Revenue per available night works out to about $137. Demand is anchored by outdoor recreation, arts and fall foliage. Marshall itself draws regional weekenders for whitewater rafting and fishing on the French Broad River, galleries and music venues along its compact downtown, and hiking in nearby Pisgah National Forest. Bedroom, channel and listing-type counts are tracked at a shared regional level rather than uniquely for Marshall, so this profile omits them. Seasonal swings are meaningful, with July occupancy of 68.1% against January occupancy of 39.5%, which matters for anyone underwriting a purchase here.
Seasonal Patterns
| Month | Occupancy |
|---|---|
| Jan | 39% |
| Feb | 47% |
| Mar | 56% |
| Apr | 56% |
| May | 57% |
| Jun | 64% |
| Jul | 68% |
| Aug | 61% |
| Sep | 58% |
| Oct | 63% |
| Nov | 55% |
| Dec | 55% |
Month-by-month nightly rates and revenue figures for Marshall are available to StaySTRA Pro members. Unlock with StaySTRA Pro or analyze a specific address free.
Top Short-Term Rental Operators in Asheville market area
Ranked by total active listings. Useful for understanding the competitive landscape. Operator data is published for the Asheville market as a whole, which includes Marshall, so these counts are not Marshall-only figures.
| # | Operator | Listings | Reviews | Rating |
|---|---|---|---|---|
| 1 | Greybeard Rentals | 162 | 3,953 | ★ 4.86 |
| 2 | Evolve | 155 | 9,200 | ★ 4.79 |
| 3 | Yonder | 143 | 8,226 | ★ 4.84 |
| 4 | Towns Property Management | 131 | 17,027 | ★ 4.82 |
| 5 | Carolina Mornings | 119 | 6,588 | ★ 4.80 |
What Kind of STR Should I Buy in Marshall?
Revenue and nightly-rate breakdowns by bedroom count, property tier, and dwelling type for Marshall 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 | 41.1% |
| vrbo | 5.4% |
| both | 53.5% |
Home Value Trends (Marshall)
Typical home values, median sale prices, and the 10-year price trend for Marshall 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 Marshall — 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 Marshall, North Carolina. The town has no separate STR ordinance, and vacation rentals are governed by Madison County’s Land Use Ordinance. A permit-type compliance step applies: operators must pass a Residential Vacation Rental inspection using the county’s checklist. The checklist covers posted address signage visible from the road or parking, a posted emergency and owner contact list near the front entrance, egress, fire safety, electrical, plumbing, mechanical, heating and site conditions. The permit cost and renewal period are not published in the available sources. There is no owner-occupancy requirement, no primary-residence requirement and no cap on nights per year. In October 2023 Madison County eased its rules to encourage tourism and investment. It eliminated the previous 1,200 square foot cap on vacation rental units and relaxed road standards for properties with 10 or fewer units. Larger projects with more than 10 units must still meet Subdivision Control Ordinance road standards, including a minimum 45-foot right-of-way and a 17-foot road bed. A local room occupancy tax of 5% applies and is remitted to the Madison County Tourism Development Authority. North Carolina state and local sales tax on accommodations applies separately and is often collected by booking platforms. Enforcement is rated minimal and centers on safety inspections rather than caps or residency rules. Confirm current requirements with Madison County before purchasing.
Market Comparison
September 2026 occupancy in the Asheville region STR market was 56.0% with a $245 ADR. Entire homes at $253 and luxury listings at $436 sit above the all-listings rate. Year over year, occupancy gained 11.3% and ADR gained 10.5%, so the region is improving. The longer history is more mixed. Annual occupancy of 53.7% through nine months of 2026 sits below the 66.0% the region ran in 2021 before cooling. Because the data is shared across a mountain region, Marshall’s own performance will depend on property type, view, river or downtown access and how well the listing is managed. Top operator names are tracked at a shared regional level rather than uniquely for Marshall, so this profile omits them.
Frequently Asked Questions About Marshall, North Carolina
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What is the occupancy rate for short-term rentals in the Marshall area?
How much revenue can a short-term rental earn in the Marshall area?
Are short-term rentals legal in Marshall, NC?
What taxes apply to short-term rentals in Madison County?
What is the best time of year for Marshall short-term rentals?
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