This Horry County city named among best places to invest in real estate for 2026
When it comes to buying real estate in the new year, a Horry County city has been named one of five up-and-coming South Carolina cities for investors to consider.
Myrtle Beach was described as an “under the radar” city for investing in real estate in 2026, excelling in short-term rental income potential and tourism-driven appreciation, according to a report by Jaken Financial Group based in Illinois.
The company pointed out that the coastal city is among the fastest-growing cities in the state because of its “robust tourism infrastructure and expanding year-round economy.” Myrtle Beach attracts more than 19 million visitors a year, creating an “insatiable demand” for short-term rental properties and vacation homes, the report said.
Investment opportunities in Myrtle Beach are attractive for those seeking cash flow through vacation rentals, and properties in popular neighborhoods like Market Common and Carolina Forest are “generating impressive returns,” the report said. The report also pointed out that the median home price remains 15% below the national average.
The average home value in Myrtle Beach is $313,385, compared to the average U.S. home price of $357,275, according to Zillow.
Realtor Luke Anderson, owner of Spero Realty in Myrtle Beach, has never considered Myrtle Beach “under the radar” for investors. As such markets as Charleston and in Florida face challenges of increased prices and increased insurance costs, “Myrtle Beach rises to the top,” Anderson said.
Charleston also is on the financial group’s list of top cities for real estate investments. So are Greenville, Columbia and Spartanburg.
Similar to Myrtle Beach, Columbia offers investors the opportunity to buy properties at below-market valuations while benefitting from steady appreciation — a stark difference from the more expensive markets of Charleston and rapidly appreciating Greenville area, the report said.
Myrtle Beach is in high demand along the East Coast because of its “great rental market,” Anderson said.
“It’s a good investment spot for short-term rentals and long-term investors,” Anderson said. “(You can) buy a home and have it rented … it’s paying for itself.”
Anderson, a seventh-generation native of Horry County, said demand in the Myrtle Beach area has been steady for decades.
“South Carolina is a fantastic place to live with low taxes and getaway weather,” Anderson said. “People are continuing to come to escape the snow and high taxes.”
Anderson believes lessons were learned in 2025 when it comes to pricing property in Horry County. “A lot of sellers tested the market and the market gave them an ‘F,’” he said.
Sellers overpriced property and the real estate market ended up with “a lot of withdrawn and expired listings,” Anderson said. He estimates that three out of four condo listings failed to sell in 2025.
Heading into 2026, Anderson sees the real estate market growing as sellers have “realistic expectations,” pricing properties “more correctly.” In addition, a potential lower interest rate by the Federal Reserve could also lead to changes.
“I believe that 2026 will be an exciting year for sellers to adjust and condition homes for the markets,” Anderson said.
