Performance indicators for the Willits short-term rental market based on reliable data.
Listings
Reliable / Active
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Middle-Earners Gross Yield
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Middle-Earners Revenue
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Middle-Earners Occupancy
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Median Home Sale Price
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Top-Earners Revenue
The highest-performing listings in Willits.
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Challenging to Investors
STRs are technically allowed but lack clear city rules and face significant uncertainty as Mendocino County prepares an inland STR ordinance in 2025, likely to add registration, TOT, inspections, caps, and operational restrictions. The environment is further constrained by SB 9 limits on new lots and inconsistent enforcement, creating compliance and investment risk.
Local STR Agent
STR specialist · Willits, CA
Willits (formerly Little Lake and Willitsville) is a city in Mendocino County, California, United States. It is located about 20 miles (32 km) north-northwest of Ukiah, at an elevation of 1,391 feet (424 m). The population was 4,988 at the 2020 census. Willits is at the center of Mendocino County and at the beginning of the county's extensive redwood forests as approached by Highway 101 from the south. An arch stands in the center of Willits featuring the slogans "Gateway to the Redwoods" and "Heart of Mendocino County". The arch is the repurposed second version of the Reno Arch. Reno donated the arch to Willits in 1995.