Willits, CA

  • Overview
  • Performance
  • Listings
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Key Performance Metrics

Market snapshot

Performance indicators for the Willits short-term rental market based on reliable data.

Listings

23 / 44

Reliable / Active

Cap Rate

7%

Middle-Earners Gross Yield

Revenue

$24,343

Middle-Earners Revenue

Occupancy

56%

Middle-Earners Occupancy

Home Value

$355,981

Median Home Sale Price

Top Earners

$49,489

Top-Earners Revenue

Willits

Market Revenue Seasonality

Top Listings

Highest revenue

The highest-performing listings in Willits.

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C

Challenging to Investors

Willits Regulations

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.

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About Willits

Willits is a small city in Mendocino County in Northern California, with a population of roughly 4,800 to 5,000 residents. It sits along U.S. Route 101 amid redwood forests, oak woodlands, and ranch country, and is often promoted as the "Gateway to the Redwoods" for travelers heading toward the Mendocino Coast. The town lies approximately 160 miles north of San Francisco, or about a three-hour drive, and serves as a natural stopover for journeys between the Bay Area, the Mendocino Coast, and the redwood regions farther north.

One of the most distinctive attractions in Willits is the California Western Railroad, popularly known as the Skunk Train. This heritage railway has been operating since the late nineteenth century and now carries visitors on a roughly four-hour round trip through old-growth redwood groves between Willits and the coastal town of Fort Bragg. The Willits depot is located just south of downtown, and the journey is popular with families, rail enthusiasts, and travelers looking for a slow-paced way to experience the surrounding forest.

Just a few minutes outside the city limits, Jackson State Demonstration Forest borders Willits in multiple directions, providing access to hiking trails, picnic areas, and small groves of coast redwoods. The forest's proximity to town makes Willits a convenient base for visitors who want to wake up and immediately be among the trees, without long drives or advance reservations.

For travelers interested in local history, the Mendocino County Museum in Willits showcases the region's Pomo heritage, pioneer and logging history, and nineteenth-century artifacts in a modest but well-curated complex. The museum pairs naturally with a walk through the historic downtown, where a handful of preserved storefronts and public murals reflect the town's origins as a railroad and timber town.

Willits' combination of small-town character, immediate access to redwood country, and its position along the 101 corridor between the Bay Area, Ukiah, and the Mendocino Coast makes it a compelling base for short-term rental guests. Travelers who prefer a quieter and more affordable alternative to coastal lodging often find that a stay here offers both the redwoods and a launching point for day trips west to Fort Bragg, north toward Leggett and the Avenue of the Giants, or south to Ukiah and the wine country of Mendocino and Sonoma counties.

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