Five Years, 70+ Homes, and a Market That Keeps Evolving: What We’ve Learned About Airbnb in Ocala
- Andrew Grunther
- Jan 14
- 5 min read
In 2020, we launched our first Airbnb; a 300-square-foot guest cottage behind our home in the Tuscawilla Park Historic District. At the time, there were only a handful of other listings in Ocala, most of them modest homes or private guest suites. The idea of transforming a quirky little cottage in a “less polished” part of town into a guest favorite was a leap of faith.
Fast forward five years, and we’ve managed over 70 homes across Marion County. We’ve hosted thousands of guests, worked with dozens of investors, and navigated a market that has been everything from wide open to wildly oversaturated. Along the way, we’ve built Book’d. Not through flashy advertising or big promises, but through relationships, consistent results, and a hosting style that actually works.
We Were Here Before It Was Cool
When we launched, Airbnb in Ocala was still a bit of a novelty. There weren’t many listings, and even fewer that felt intentional. But we leaned into the details: cohesive design, clear communication, and a guest experience that made people come back again and again.
Then came the pandemic.
While much of the country was shutting down, Florida travel was booming. People weren’t flying to Europe or larger cities in the U.S.; they were road-tripping to quieter places. Ocala—with its open space, thriving equestrian community, natural springs, and proximity to South Florida—became a new kind of escape. Visitors who would have driven straight through Marion County suddenly stopped and stayed.
Our calendar book’d up, and the market followed. Word spread quickly, and within a year, real estate investors began setting their sights on Ocala and its growing short-term rental market.
The Investment Rush and Airbnb Boom
By 2021, the Ocala real estate market was on fire. Affordable properties, no HOA restrictions in many areas, and a growing equestrian and eco-tourism base created the perfect storm. We watched as investors—many from South Florida, the northern states, and even out of the country—started snapping up homes specifically to launch short-term rentals.
At first, we hesitated. Book’d had the potential to grow, but we weren’t sure we wanted to scale beyond our original listings. Could our style of hosting really work across dozens of homes? Would it still feel special? It took many conversations with our best friends to persuade us to give it a go, but only under the promise that it would happen naturally with no advertising and strictly through word of mouth.
We are glad we finally gave in to the pressure.
Without a single ad campaign, Book’d doubled year over year through referrals alone. Agents began recommending us to their investor clients. Homeowners reached out after hearing about “the team that runs that little cottage downtown.” And we kept going, one home, one guest, and one relationship at a time.
What the Data Tells Us About the Ocala Market
While our growth came from personal experience and reputation, we’ve always kept a close eye on the numbers.
Let’s look at where we stand today:
The Important Bits:
• Listings grew drastically between 2020 and 2023.
• ADR (Average Daily Rate) climbed sharply from around $140 to $165.
• Occupancy fluctuated seasonally, peaking during Winter Circuit months at 60-63 % and dipping mid-year to between 45-50%.
• Annual earnings now range between $22,000 and $29,000, with top-performing properties earning $3,000 to $5,000 per-month during peak seasons.
Peak demand typically runs from January - March, with market occupancy rates exceeding 60% during WEC’s winter season. Slower months like May and September still average ADRs around $165, but properties without flexibility tend to struggle during these periods.
What Makes a Successful Airbnb in Ocala Today?
Of course, what goes up doesn’t always stay up. By 2022 and 2023, the market had flooded. Too many listings launched too quickly, and many were not thoughtfully designed, priced, or managed.
The result? Bookings slowed for some, and hosts began pulling their listings. We watched many who entered the market hoping for passive income quickly exit when they realized that Airbnb was not a “get rich quick” scheme.
Meanwhile, Book’d properties remained strong, thanks to our Half-Smart, Half-Human pricing model and the consistency of our guest experience across the portfolio.
After six years, here’s what we know works consistently:
1. Be Strategic With Location
Homes near WEC, HITS, downtown, and the springs perform best. However, unique retreats in the countryside can also thrive if they are thoughtfully executed and offer a clear draw.
2. Prioritize Design and Cleanliness
Guests expect more than just “clean and comfortable.” Homes that are well-decorated, well-photographed, and packed with amenities they actually want earn better reviews and encourage longer stays.
3. Communicate Clearly
The number one complaint from other guests online is a lack of clear communication. We have always responded quickly, offered transparent instructions, and treated guests like humans, not transactions.
4. Be Pet Friendly (If You Can Be)
The demand for pet-friendly stays in Ocala is real. It is not an exaggeration to say that 90 percent of our guests are traveling with a pup (or two). Fenced yards, no pet fees, and thoughtful touches for our furry travelers often lead to better bookings and repeat visits.
5. Use Data, Not Guesswork
We don’t wing it when it comes to pricing. Nor do we rely solely on AI pricing models that often lack true understanding of our market. We’ve tested them. Our custom model blends real-time analytics with local experience to make sure listings are priced to compete and positioned to book quickly.
The Market Today: Stable, Competitive, and Full of Opportunity
Right now, we’re seeing a more balanced short-term rental market with its own new challenges. The boom is over, but demand is steady, and guests are more selective. They’re not just looking for the cheapest stay; they’re looking for value.
The most successful new listings we take on are ones where we are involved before the property purchase. We help clients find homes that will actually work, based on layout, zoning, pet-friendliness, amenities, and guest appeal. We work hand in hand with agents, run realistic numbers, and evaluate more than just appearances.
There is always good and bad. One shift in the market today is the rise in guest-related scams. As Airbnb’s policies have evolved, some travelers have learned to exploit loopholes by filing unsubstantiated complaints in order to receive full or partial refunds after their stay. What we initially took note of on host forums and social media abroad has unfortunately started to surface locally. The good news is that we were ready. With our experience and early preparedness, we tailored our systems to screen for red flags, document every reservation thoroughly, and respond quickly with clear proof if a claim arises.
While the landscape may be shifting, our proactive approach continues to protect our properties and our hosts.
Ocala Airbnb: What Comes Next?
We’re still growing, carefully and intentionally. Unfortunately, we cannot accept just any property into the Book’d curated collection of homes. We regularly turn down listings that don’t align with our standards. Most importantly, we continue to invest in the homes, hosts, and guests who are at the heart of what we do.
Ocala is still a fabulous place to host, if you do it right. And we’re always here to help.
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