She found the more affordable Florida Keys

JJ Hornig spent her family vacations near Sarasota, FL. So naturally, she chose to buy a rental here, through Roxy Rentals. Here’s more about the market.

Average home price: $413,040 (down 5.9% YoY)
Homes that sell over list price: 6.8%
Homes that sell under list price: 81.8%
Average rent: $2,500/month

How she got started: “Back in New York City during the early days of Airbnb, I listed my apartment and realized there was a real business opportunity in renting,” Hornig recalls. “I mentally put a pin in the idea as something to revisit later as a second career.” She eventually bought a beachfront property on Manasota Key called The Lost Loon. “It’s been a family tradition to vacation here, so there was something special about continuing that with an investment.”

The market’s pros: Unlike the more famous Florida Keys, Sarasota’s barrier islands are more laid-back. “What stood out was how private and relaxed the area felt compared to some of the busier Florida beach markets,” Hornig says. Another perk is that the area attracts vacationers, snowbirds, and remote workers year-round, not just during peak season.

The cons: “Hurricanes and tropical storms are part of coastal living, and going through Hurricane Milton in 2024 was an eye-opening reminder of how important it is to be prepared,” she warns. “Insurance costs have climbed, and these properties require ongoing maintenance and strong reserves. It’s not the kind of investment you can set and forget.”

Her advice: Check flood zones and insurance fees before buying. “Two properties can be just a few minutes apart but have completely different insurance costs,” Hornig says. And since this rental market has gotten competitive, make sure your place stands out. She poured $100,000 into The Lost Loon’s layout and design, including adding a bathroom to the primary bedroom. “Travelers are willing to pay premium rates in Sarasota, but with that comes higher expectations,” she explains. “Guests can tell the difference between a property that was carefully curated and one that was simply furnished to get by.”

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