By Glen Bigness, Realtor, Premiere Plus Realty. In real estate since 1986. Updated November 15, 2026.

The list price is the most important decision you make as a seller. Price it right and the best buyers see it in the first two weeks, when interest is highest. Price it high and the home sits, the price drops anyway, and buyers start asking what's wrong with it. Here is how I price homes in today's Naples market.

Sold sign on a Naples Florida home

Start with today's market, not 2022

In September 2026, the median closed price in Collier County was $575,000, up 4.5% from a year earlier, and single-family homes sold for a median of $747,500. Inventory was down 17% from a year ago. Condos were softer, with a median of $400,000, down about 2%. (Source: Naples Area Board of Realtors.) See the full Naples market report.

The takeaway: the market is balanced. Buyers are active, but they compare. Your home is priced against the homes they toured that same weekend.

Step 1: Use the right comparable sales

  • Closed sales, not asking prices. Other sellers' list prices tell you what they hope for. Closed sales tell you what buyers paid.
  • Recent and close. Ideally sales from the last 3 to 6 months in your community or on your street, with similar size, age and condition.
  • Match what buyers pay for here: water access and bridges, golf membership type, lake or preserve views, pool, roof age, hurricane protection and updates.
  • Look at what failed. Expired and withdrawn listings show the price buyers refused to pay.

Step 2: Read the competition

Months of supply tells you how much leverage you have. In mid-November 2026, Naples single-family homes had roughly 5.7 months of supply, condos about 7.3 and Gulf-access homes about 8.3. The more supply, the more your price has to stand out against the homes buyers can choose instead.

Step 3: Adjust for what makes Naples different

  • Waterfront: Two canal homes on the same street can differ by hundreds of thousands of dollars because of bridges, canal width, seawall and dock. See selling a waterfront home.
  • Condos: Building age, reserves, milestone inspection results and special assessments now drive value. See selling a condo under Florida's condo laws.
  • Flood and insurance: Elevation, flood zone and storm history affect what a buyer will pay to insure the home, and so what they will offer. Florida also requires a flood disclosure.
  • Acreage and horse property: Usable acres, zoning, barns and fencing matter more than square footage. See selling horse property.

Step 4: Time it for season

Most Naples buyers shop from January through April, when seasonal residents are here. Listing in December or early January gives you the full season. Summer and fall still bring year-round buyers, but expect a longer timeline.

Step 5: Have a plan for the first 30 days

Showings and online views tell you quickly whether the price is right. My rule of thumb: lots of showings but no offers means the condition or price is off; few showings means the price is off. Set a review date before you list, so any adjustment is a plan, not a reaction.

Online estimates: use with care

Automated value estimates can't see your seawall, your view, your updates or your HOA's finances. In waterfront and golf communities they are often off by a wide margin, in both directions.

Frequently asked questions

Should I price high and leave room to negotiate?

Usually not. Buyers search by price ranges, so an overpriced home misses the buyers who could afford it and loses them to better-priced homes. A realistic price tends to bring stronger offers.

How long does it take to sell a home in Naples?

Average days on market in Collier County was 99 in September 2026. Well-priced homes in season often go faster; luxury and waterfront homes can take longer.

What does a listing price review cost?

Nothing. I'll prepare a market review of your home with recent sales and current competition, with no obligation.

Get your home's price, done properly

Call or text Glen Bigness at 239-272-4663 or email glenbigness@gmail.com. Or request a Naples waterfront valuation or Marco Island waterfront valuation.

More seller guides: All seller guides | Closing costs and net proceeds | Seller disclosures | Selling your property

See recent sales: Recently sold homes and condos in Naples | Naples waterfront homes | Marco Island waterfront homes