By Zelda Greenberg, SRES, SFR, GKC · Realtor®, Legacy Realty Group North Florida, Inc. · Updated November 2026
There are no doorbusters in real estate. Nobody is selling a Ponte Vedra home at 40% off at 6 a.m. on Black Friday.
But the weeks between Thanksgiving and New Year’s give Northeast Florida buyers something more useful than a sale sign. There are fewer competing buyers, sellers who want to be done before January, and builders trying to close out their year.
I’ve helped families buy and sell here for more than 17 years, and I live in Del Webb Ponte Vedra myself. Here is where the real holiday savings are in 2026, what the numbers say, and how to use them safely.
Is Black Friday a good time to buy a house in Northeast Florida?
For buyers who are ready, yes. Three facts back that up.
- More choices. Northeast Florida had 6,287 single-family homes for sale in September 2026, about a four-month supply, according to the Northeast Florida Association of Realtors (NEFAR) report covered by News4Jax. NEFAR President Kim Knapp said buyers now have more choices and more negotiating power.
- Smaller seller premiums in the fall. ATTOM’s 2026 analysis of past home sales found sellers earned their smallest premiums over market value in October (7.9%) and September (8.0%). November was 8.3%, against a March peak of 10.7%.
- Sellers are already cutting. Just before Black Friday last year, Zillow reported that 29.6% of Jacksonville listings had taken a price cut. The median total cut was $25,000.
The catch is mortgage rates. Freddie Mac’s 30-year average was 7.18% on November 5, 2026, down three weeks in a row but above 6.22% a year earlier (Freddie Mac).
That is why this guide focuses on your total cost, not just the price tag. For the latest numbers, read this week’s housing market report and my Jacksonville market update.
1. Target homes that have been on the market 30 days or more
Days on market is your best sign of a seller who will negotiate. In September 2026, the median home sold in 29 days in Duval County and 42 days in St. Johns County (NEFAR via News4Jax).
A home that has sat past those marks into Thanksgiving week usually has a seller who is listening. Here is how I use that:
- Ask for the full price history. An earlier price cut means the seller has already accepted the market.
- Make a clean offer: a full pre-approval, a short inspection period and a flexible closing date. In December, many sellers will trade a few thousand dollars for certainty.
- Don’t low-ball a fairly priced home in a popular pocket of Nocatee or Ponte Vedra Beach. You will lose the house, not save money.
You can search homes for sale and sort by how long they have been listed.
2. Ask the seller to cover closing costs or buy down your rate
With rates above 7%, a seller credit can be worth more than the same amount off the price. Every $10,000 that comes off your loan lowers principal and interest by only about $68 a month at 7.18%.*
* The actual savings from a rate buydown depend on the lender’s pricing.
That same $10,000 as a credit can pay closing costs or buy down your interest rate, which may lower your payment more. Ask your lender to price all three options side by side: price cut, closing-cost credit and rate buydown.
There are limits. On a conventional loan for a home you will live in, Fannie Mae’s Selling Guide caps seller contributions by loan-to-value:
| Your down payment | Maximum seller contribution |
| Less than 10% (LTV above 90%) | 3% of the price |
| 10% to under 25% (LTV 75.01% to 90%) | 6% |
| 25% or more (LTV 75% or less) | 9% |
| Investment property, any down payment | 2% |
FHA, VA and other loans have their own rules, so confirm with your lender before you write the offer.
3. Compare year-end builder incentives in Nocatee, St. Johns and Ponte Vedra
Builders have the most room to deal right now. In October 2026, 43% of builders cut prices, the highest share NAHB has recorded since 2020, and 65% offered incentives such as rate buydowns or closing-cost help (NAHB/Wells Fargo Housing Market Index). The average price cut was 6%, and builder confidence fell to 29, its lowest since June 2012.
Many builders in Nocatee and across St. Johns County run year-end promotions. Before you choose one, check four things:
- Get the incentive in writing, including what it requires. Many require the builder’s preferred lender.
- Compare a buydown with a price cut. A buydown lowers your payment; a lower price lowers your property taxes and helps if you sell in a few years.
- Add up the monthly extras. Many newer communities carry CDD fees on top of HOA dues.
- Bring your own Realtor on the first visit. Many builders will only work with your agent if they are there from the start, and the builder’s sales team represents the builder.
Shopping for a 55+ community? Del Webb Ponte Vedra is where I live, and I’m happy to walk you through it.
4. Use the quiet season to negotiate inspection repairs
Atlantic hurricane season runs from June 1 to November 30 (Action News Jax). A December inspection shows you how the roof, windows and drainage came through a full season.
With fewer buyers around, sellers are more willing to fix items or give credit. In Florida, the roof’s age and condition often decide what insurance costs, so get an insurance quote during your inspection period, before you are committed.
Near the coast in Jacksonville Beach, Atlantic Beach or Neptune Beach, also check the flood zone before you fall in love with the house.
5. Close by December 31 to file for homestead in 2027
This is a Florida deal most buyers miss. To get the homestead exemption, the home must be your permanent residence on January 1, and you must file by March 1 (St. Johns County Property Appraiser). The same dates apply statewide, including Duval County.
Buy and move in by December 31, 2026, and you can apply by March 1, 2027 for the 2027 tax year. Close on January 2 instead, and you wait a full year longer. Ask your tax adviser how much this saves on the home you are considering.
6. Plan your closing around Thanksgiving
Your lender must give you the Closing Disclosure at least three business days before you close. For this rule, a business day is every day except Sundays and legal public holidays (ALTA, explaining the CFPB rule).
Thanksgiving (Thursday, November 26) does not count toward those three days. Black Friday does, but many lenders and title offices close or run short-staffed. Ask your lender to send the Closing Disclosure early that week, or plan your closing for December.
The last two weeks of December also fill up fast. If you are aiming for a December 31 closing for homestead, lock in your date when you sign the contract.
7. Protect your down payment from holiday wire fraud
Criminals love busy holiday inboxes. Victims reported more than $275 million in real estate fraud losses in 2025, up from about $173 million in 2024, according to the FBI figures reported by the National Association of Realtors.
Three rules keep you safe:
- Wiring instructions come from your title company, not from your Realtor.
- Before you wire, call the title company at a phone number you looked up yourself, never one from the email.
- If the instructions “change” at the last minute, stop and call. A last-minute change is a classic warning sign.
Selling during the holidays?
Holiday buyers are usually serious buyers. Nobody tours homes on December 20 for fun.
You may also face less competition. Zillow counted 13% fewer homes for sale in Jacksonville in October 2026 than a year earlier (Zillow). But sellers earn smaller premiums in the fall than in spring (ATTOM), so pricing right on day one matters more.
Start with how to price your home without leaving money on the table, or request a free home value review. My book, Stop Leaving Money on the Table, walks through the whole plan.
Where holiday buyers have the most room, by county
St. Johns County homes take longer to sell, which gives buyers more room on price. Duval moves faster, so there your leverage is usually in terms: credits, repairs and timing.
| County (areas) | Median price | Median days on market | Months of supply |
| St. Johns (Ponte Vedra, Nocatee, St. Johns, St. Augustine) | $568,750 | 42 | 3.7 |
| Duval (Jacksonville and the Beaches) | $345,000 | 29 | 3.8 |
| Clay (Orange Park, Fleming Island) | $355,000 | 48 | 4.4 |
| Northeast Florida overall | $399,000 | 36 | About 4 |
Source: NEFAR, September 2026, single-family homes, as reported by News4Jax.
If you are relocating, my St. Augustine and Jacksonville Beach guides show what daily life looks like in each area.
Zelda’s take
Last December, a couple I was working with toured a Ponte Vedra home that had been sitting for 51 days, well past the St. Johns County median. Instead of lowballing, we offered a little less than the asking price. We made a clean offer with full pre-approval, a short inspection period and a flexible closing date.
We also asked for a $9,000 credit toward closing costs, which the buyers used to buy down their rate. That brought their monthly payment about $140 lower than a price cut of the same size would have. Lowering the price would not have saved them on that monthly payment, but the credit at closing did.
The best holiday deal is not the lowest price. It is the right home at a monthly payment you can live with, closed on time and without surprises.
Frequently asked questions
Is Black Friday a good time to buy a house in Jacksonville?
It can be. Northeast Florida had about a four-month supply of homes in September 2026, and fall buyers historically pay smaller premiums than spring buyers. Rates are still above 7%, so focus on credits and buydowns, not just price.
Do home builders in Northeast Florida have Black Friday sales?
Many run year-end promotions rather than one-day sales. In October 2026, 65% of builders nationally offered incentives and 43% cut prices, according to NAHB. Get every incentive in writing.
How much can a seller pay toward my closing costs in Florida?
On a conventional loan for your primary home, Fannie Mae allows 3% with less than 10% down, 6% with 10% to under 25% down, and 9% with 25% or more down. FHA and VA loans have their own limits.
Can I close on a house during Thanksgiving week?
Yes, with planning. Thanksgiving does not count toward the three business days you must have the Closing Disclosure before closing, and many offices close on Black Friday. Confirm dates with your lender and title company early.
If I buy in December, can I get the Florida homestead exemption for 2027?
Yes, if the home is your permanent residence on January 1, 2027 and you file by March 1, 2027. Close on January 2 or later and you wait until the following tax year.
What are mortgage rates right now?
Freddie Mac’s 30-year average was 7.18% on November 5, 2026, and the 15-year was 6.57%. Rates change weekly, so ask your lender for a same-day quote.
