Jacksonville has been named one of the most buyer-friendly housing markets in the country for 2026, according to a new analysis from real estate platform Zillow.
JACKSONVILLE, Fla. — Jacksonville has been named one of the most buyer-friendly housing markets in the country for 2026, according to a new analysis from real estate platform Zillow.
In its newly released ranking, Zillow placed Jacksonville among the top 10 metro areas where homebuyers are likely to find more negotiating power, improving affordability and easing competition. The list is led by Indianapolis, Atlanta and Charlotte, followed by Jacksonville, Oklahoma City, Memphis, Detroit, Miami, Tampa and Pittsburgh.
The designation reflects a shift in market dynamics after years of rapid price growth and tight inventory across much of Florida and the Sun Belt.
“Home shoppers have room to breathe in these buyer-friendly markets. Lower competition gives buyers more time to decide and wiggle room to negotiate, adding up to a less stressful shopping experience,” Orphe Divounguy, senior economist at Zillow, said in a statement. “Cooling prices today, paired with expected growth ahead, make for a good entry point for those who have been waiting for the right moment. For sellers, pricing strategically from the start becomes that much more important when buyers hold the power.”
Zillow’s analysis evaluated housing conditions in major U.S. metros using three primary measures: current home value trends and projected appreciation, the share of income a median household would spend on a typical mortgage, and levels of buyer competition as reflected in the company’s Market Heat Index.
Markets that scored well showed signs of slowing price growth, improving inventory and reduced bidding pressure, giving buyers more flexibility when making offers.
Jacksonville’s inclusion reflects broader changes in Northeast Florida’s housing landscape. After experiencing strong pandemic-era demand and rapid price increases, the region has seen a gradual cooling as new construction has expanded housing supply and buyer competition has eased.
According to Zillow, much of the Sun Belt, including Florida, has benefited from construction activity that has helped rebuild inventory and stabilize pricing. In several of the top-ranked markets, a typical mortgage payment now accounts for less than 30% of median household income, assuming a 20% down payment.
Most of the markets on the 2026 list are located in the Midwest and Sun Belt, regions that either avoided extreme price surges or have been able to respond with increased development.
Earlier this month, Zillow named Hartford, Connecticut, as the nation’s hottest housing market for 2026. Nationwide, the company expects modest home value growth this year following a largely flat 2025.
Mortgage rates are forecast to continue declining toward 6% or potentially lower, a trend Zillow says could provide additional momentum for home sales and improve affordability for buyers entering the market.
For Jacksonville-area home shoppers, the ranking suggests 2026 could present improved opportunities to find homes within budget, negotiate pricing and avoid the intense bidding wars that characterized much of the past decade.
Editor’s note: This story was first published by our news partners, The Jacksonville Business Journal.