Updated 2026 · Based on median market data for Florence, SC
The median monthly rent in Florence, SC is $1,300, translating to $15,600 in annual gross rental income per unit. The rent-to-price ratio is 0.70% — below the 1% rule but within a range where deals can work with good financing and disciplined expense management. For context, a 0.70% rent-to-price ratio means that for every $100,000 invested in property, you collect approximately $703/mo in gross rent. The gross rent multiplier of 11.9x means it takes 11.9 years of gross rent to equal the purchase price — an excellent ratio that signals strong income relative to cost.
Renters in Florence spend approximately 32% of the local median household income ($49,486) on rent. This exceeds the standard 30% affordability threshold, suggesting rent growth may face resistance — but it also means a large portion of the population finds buying even more out of reach, supporting deep rental demand. Landlords should be cautious about aggressive rent increases and focus instead on tenant retention to minimize costly turnover.
The vacancy rate in Florence is 5.5%. This is a healthy vacancy rate that indicates balanced supply and demand. You should be able to find quality tenants without extended vacancies, though expect normal turnover periods of 2-4 weeks between tenants. Budget for one month of vacancy per year in your underwriting to be conservative. Population growth of 1.9% annually is actively adding rental demand, creating a tailwind for landlords.
Florence's GRM (price divided by annual rent) is 11.9x. A GRM under 12x is excellent — it means you are paying less than 12 years of gross rent for the property, suggesting strong income relative to price. Markets with GRMs this low typically attract institutional and out-of-state investors seeking yield, which can create competition for the best deals. For comparison, the national average GRM for investment-grade rentals is approximately 13-15x. To beat Florence's median GRM, target properties where you can achieve rents above $1,300 through renovations, better marketing, or targeting underserved tenant segments — or buy at a discount to the $185,000 median price. Every point lower on GRM translates to roughly 0.5-0.8% improvement in your cap rate.
At the median rent of $1,300/mo, a single-family rental in Florence generates approximately $15,600 in gross annual income. After accounting for 5.5% vacancy ($858 lost), property taxes of $1,054, insurance (~$740), and maintenance (~$740), the estimated NOI is $12,208 per year, or $1,017/mo. Adding an 8% management fee ($1,248/yr) reduces investor cash flow further. Before debt service, you are looking at approximately $10,960/yr in landlord net income. Whether this is attractive depends on your total capital invested — at a $37,000 down payment, the unlevered yield on equity from NOI alone is 33.0%.
Rent growth in Florence is driven by the interplay of population growth (1.9%), income growth, and housing supply constraints. With population expanding at 1.9% annually, demand for rental housing is growing faster than most markets can build, which supports above-average rent increases. Projected rent growth of approximately 4% annually would push the current $1,300/mo to $1,462 in 3 years and $1,582 in 5 years. The affordability headroom of $-63/mo between current rents and the 30% income threshold is essentially zero, meaning rent increases must be matched by income growth to avoid tenant turnover.
The median income of $49,486 supports a mixed tenant base of young professionals, small families, and long-term renters. In a smaller market of 50,000 residents, word-of-mouth and local listing platforms may be more effective than national sites for finding tenants.
Florence is a smaller market where professional PM options may be limited. Fees can run 10-12% of rent, and the quality of available managers varies widely. At $1,300/mo, management costs roughly $143/mo. Self-management makes sense if you are local, have fewer than 5 units, and the rent level justifies your time — at $1,300/mo, self-management of a small portfolio saves meaningful dollars but professional management becomes economical at 3-4 units.
Florence vs South Carolina state average and national average across key investment metrics. Florence outperforms both benchmarks on cap rate.