Marshall, North Carolina Short-Term Rental Market
Marshall NC STRs averaged $218/night at 55.2% occupancy in April 2026, with revenue up 14.7% year-over-year in a Madison County market rated 93.1 out of 100.
Quick Answer: Marshall, North Carolina is an active short-term rental market. average occupancy in the Asheville market area is 62%. average monthly revenue in the Asheville market area is $4,141. average daily rate in the Asheville market area is $248. 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 the county seat of Madison County, NC, a small riverside mountain town of 812 residents situated roughly 20 miles north of Asheville on the French Broad River. The STR market tracked for this area covers approximately 6,999 active listings across the broader Madison County region. In April 2026, listings averaged $218.19 per night with 55.2% occupancy, generating an average of $3,302 per listing per month. RevPAR stood at $120.48.
Entire-place listings account for 6,645 of 6,999 listings (94.9%). Private rooms total 352 (5.0%) and shared rooms 2. By bedroom count, one-bedroom units lead at 2,593 (37.1% of bedroom-tracked listings), followed by two-bedrooms at 1,682 (24.0%), three-bedrooms at 1,497 (21.4%), four-bedrooms at 671 (9.6%), and five-plus-bedroom properties at 552 (7.9%).
Both platforms are well-represented. Of 6,999 listings, 3,744 (53.5%) appear on both Airbnb and VRBO, 2,880 are Airbnb-only, and 375 are VRBO-only. Year-over-year, occupancy rose 5.22 percentage points, ADR grew 1.76%, and revenue jumped 14.66%. The market total score of 93.09 and revenue growth score of 90.98 are among the highest in this dataset.
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 throughout the Marshall area and operate under one of the more permissive frameworks in the region. The Town of Marshall has no standalone STR ordinance; vacation rentals are governed by Madison County’s Land Use Ordinance.
Operators must pass a Madison County Residential Vacation Rental Inspection covering posted address signage (visible from road and parking areas, and at the end of long driveways), a posted emergency and owner contact list near the front entrance, egress, fire safety, electrical, plumbing, mechanical, heating, and site conditions. There is no owner-occupancy or primary-residence requirement, no annual night cap, and no permit fee published in available sources.
Madison County levies a room occupancy tax of up to 5%, remitted to the Madison County Tourism Development Authority. North Carolina state and local sales and use taxes on accommodations also apply and are commonly collected and remitted by platforms such as Airbnb.
In October 2023, Madison County commissioners updated the Land Use Ordinance to remove the prior 1,200-square-foot minimum size for vacation rental units and to relax road standards for properties with 10 or fewer units on a parcel. Larger multi-unit projects (more than 10 units) still must meet Subdivision Control Ordinance road standards requiring a 45-foot right-of-way and 17-foot road bed. Enforcement is rated minimal, focused on safety compliance rather than use restrictions.
Market Comparison
The U.S. STR market median occupancy runs near 55% and median ADR near $220. Marshall’s April 2026 occupancy of 55.2% is at the national median and its $218 ADR is just below it. The 14.66% revenue YoY growth rate substantially outperforms national trends. The market total score of 93.09 ranks this market very highly relative to the broader StaySTRA dataset.
Housing price data is not available for this market, so a direct yield comparison cannot be made. The investor-friendly regulatory structure (no residency requirement, no night cap, minimal oversight) differentiates this market positively from many North Carolina and Appalachian peer markets.
Among professional operators, Greybeard Rentals leads with 162 listings and a 4.86 average rating (3,953 reviews). Evolve manages 155 listings (4.79 rating, 9,200 reviews). Yonder operates 143 listings (4.84 rating, 8,226 reviews). Towns Property Management, ranked fourth with 131 listings, has accumulated the most reviews (17,027) at a 4.82 rating. Together the top three account for approximately 460 listings, or about 6.6% of the market’s 6,999 total listings. All five top operators maintain average ratings at or above 4.79, reflecting a high guest-experience standard in this market.
Frequently Asked Questions About Marshall, North Carolina
What is the average daily rate for STRs in Marshall, NC?
What occupancy rate can STR investors expect in Marshall?
Does Madison County require owner-occupancy or a primary residence to operate an STR near Marshall?
Is there a night cap on short-term rentals in Marshall or Madison County?
What taxes apply to short-term rentals in the Marshall area?
What draws visitors to Marshall, NC?
Who are the largest property managers in the Marshall, NC STR market?
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