By Zelda Greenberg, SRES, SFR, GKC · Realtor®, Legacy Realty Group North Florida, Inc. · Updated November 11, 2026
Heading into Black Friday on November 27, Northeast Florida buyers have more negotiating power, the region’s Realtor association says. Mortgage rates have eased for three straight weeks, about four months of homes are on the market, and 43% of builders nationally are cutting prices.
Prices, though, are holding steady. Here is what the latest data shows for Jacksonville, Ponte Vedra, Nocatee, St. Johns, St. Augustine and the Beaches, and what it means if you plan to buy or sell this winter.
The numbers at a glance
| Measure | Latest | Source |
| 30-year mortgage rate | 7.18%* (Nov. 5, 2026); 6.22% a year earlier | Freddie Mac |
| 15-year mortgage rate | 6.57%* | Freddie Mac |
| Northeast Florida median price | $399,000* (September) | NEFAR via News4Jax |
| Homes for sale, Northeast Florida | 6,287*, about a 4-month supply | NEFAR |
| Median days on market | 36* | NEFAR |
| Jacksonville typical home value | $350,176, up 0.5% from a year earlier (October) | Zillow |
| Builders cutting prices (U.S.) | 43%* (October) | NAHB |
| Builders offering incentives (U.S.) | 65%* (October) | NAHB |
Mortgage rates: down three weeks, still above last year
The 30-year fixed rate averaged 7.18% in Freddie Mac’s November 5 survey, down from 7.24% the week before. It was 6.22% a year ago, so borrowing still costs more than it did last Black Friday.
“Mortgage rates continued their downward trajectory this week, improving the environment for prospective homebuyers,” said Sam Khater, Freddie Mac’s chief economist.
Freddie Mac publishes a new rate every Thursday. Your own rate depends on your credit, down payment and loan type, so get a same-day quote before you make an offer.
Prices are holding steady, not falling
Northeast Florida’s median single-family price was $399,000 in September, up 1.1%, according to NEFAR. Duval County’s median rose 3.6% to $345,000, while St. Johns County slipped 0.5% to $568,750, still the highest in the region.
Zillow’s measure tells the same story: Jacksonville’s typical home value was $350,176 in October, up just 0.5% from a year earlier. Prices are flat, not falling, which means buyers’ savings this season come from negotiation, not from a market-wide drop.
More homes to choose from as sales slow
Compared with last year, fewer homes are listed: Zillow counted 13% fewer for sale in Jacksonville in October. But sales have slowed too, so homes are piling up month to month.
NEFAR counted 6,287 homes for sale in September, up from 6,103 in August, about a four-month supply. Closed sales fell 9.5% from August to 1,581, and the median home took 36 days to sell.
NEFAR President Kim Knapp said buyers now have more choices and negotiating power, and some sellers may need to rethink their pricing. Nationally, newly pending sales fell 16.8% from a year earlier in October, Zillow reported. Its chief economist, Mischa Fisher, said “the silver lining is that next month is likely going to be the worst of it.”
Builders are cutting prices and paying for buydowns
New construction is where the biggest deals are. In October, 43% of builders cut prices, the highest share NAHB has recorded since 2020, with an average cut of 6%. Another 65% offered incentives such as mortgage rate buydowns or help with closing costs.
Builder confidence fell to 29, its lowest reading since June 2012. “Mortgage rates have climbed well above 7 percent in recent weeks,” NAHB Chairman Bill Owens said in October.
For buyers looking at new homes in Nocatee, Ponte Vedra or across St. Johns County, that means the year-end promotions are worth comparing line by line. My guide to 7 real ways to save this holiday season shows how to weigh a buydown against a price cut.
County by county: who has the most room
Affordability varies widely across the region. NEFAR’s Home Affordability Index measures whether a median-income family earns enough to qualify for a mortgage on a median-priced home; below 100 means it does not.
| County | Median price (Sept.) | Months of supply | Affordability index |
| Clay | $355,000 | 4.4 | 89 |
| Duval | $345,000 | 3.8 | 82 |
| Baker | $378,450 | 6.7 | 80.5 |
| St. Johns | $568,750 | 3.7 | 77.5 |
| Nassau | $496,500 | 4.5 | 68.5 |
Source: NEFAR, September 2026, single-family homes, as reported by News4Jax. The region overall scored 81.
Clay County is the most affordable, and Baker has the most supply. St. Johns, home to Ponte Vedra, Nocatee and St. Augustine, is pricier, but homes there took 42 days to sell in September, longer than Duval’s 29. That extra time is where buyers find room to negotiate.
What it means for buyers and sellers
If you are buying:
- Negotiate on terms, not just price. With rates above 7%, a seller-paid rate buydown or closing-cost credit can save you more each month.
- Look hardest at homes that have sat 30 days or more, especially in St. Johns County.
- Compare builder incentives in writing, and bring your own Realtor to the first visit.
If you are selling:
- Price right on day one. Buyers are selective, and stale listings invite low offers.
- Expect requests for credits and repairs, and decide your limits before you list.
- Fewer competing listings than last year can work in your favor if your home shows well. Request a free home value review or read about selling with Zelda.
If you are 55 or older and thinking about downsizing, Del Webb Ponte Vedra is where I live, and I’m happy to show you around.
What to watch next
- Weekly mortgage rates: Freddie Mac’s survey, every Thursday.
- NEFAR’s October report: expected later this month, with fresh county numbers.
- Builder sentiment: NAHB’s November index, mid-month.
I’ll update this report as new numbers come in. For the bigger picture, see my October market update and whether now is a good time to buy.
Frequently asked questions
What are mortgage rates in November 2026?
Freddie Mac’s 30-year average was 7.18% on November 5, 2026, down for the third straight week, and the 15-year was 6.57%. A year earlier the 30-year rate was 6.22%.
Are home prices falling in Jacksonville?
No. Jacksonville’s typical home value was up 0.5% from a year earlier in October, per Zillow, and Duval County’s median rose 3.6% in September, per NEFAR. Prices are flat, while sales have slowed.
Is it a buyer’s market in St. Johns County?
It is shifting toward buyers. Homes took a median 42 days to sell in September, the median price dipped 0.5%, and there was a 3.7-month supply. Well-priced homes in popular areas still sell.
Why are builders offering so many incentives?
Higher mortgage rates and weaker consumer confidence are keeping some buyers on the sidelines, NAHB says. In October, 65% of builders offered incentives such as rate buydowns, and 43% cut prices, according to NAHB.
Which Northeast Florida county is the most affordable?
Clay County, with an affordability index of 89 in September 2026. Nassau County was the least affordable, at 68.5.
Talk with a local expert
Numbers explain the market; they don’t choose your home. Search homes for sale or call or text me at (904) 524-5053, and I’ll show you what these figures mean for the neighborhoods you are considering.
About the author: Zelda Greenberg, SRES, SFR, GKC, is a Realtor® with Legacy Realty Group North Florida, Inc. A Jacksonville native with more than 17 years in Northeast Florida real estate, she lives in Del Webb Ponte Vedra and wrote Stop Leaving Money on the Table. Talk with Zelda.
