By Sal DiBenedetto, Licensed Real Estate Broker · The DiBe Group, brokered by eXp Realty · Updated October 2026

Naples is one of the most recognizable names in Florida real estate. Known for its beaches, sunsets, golf, upscale shopping and polished downtown, it attracts retirees, second-home owners and families from across the country and around the world. But “Naples” means different things to different people. The small, historic City of Naples is only a fraction of the area most people call Naples. The vast majority of residents with a Naples address actually live in unincorporated Collier County.

This guide explains how Naples is organized, what its main neighborhoods are like, what it costs to live there, and how it compares with Estero, about 30 minutes north. Many of our clients consider both places before deciding, and the right choice depends on budget, lifestyle and how close you want to be to the beach and the airport.

Naples at a Glance

A Short History of Naples

Naples was founded in the mid-1880s by a group of investors that included Walter Haldeman, a Louisville newspaper publisher, and John Williams. Promoters compared the bay and climate to Naples, Italy, and the name stuck. In 1888 the town’s first pier and hotel were built. The pier was the town’s lifeline in the early years, since supplies and visitors arrived by boat long before roads reached this part of Florida.

Naples grew slowly as a winter resort for wealthy northerners. It was incorporated as a town in 1923, the same year Collier County was created. The completion of the Tamiami Trail in 1928 connected Naples to Tampa and Miami, and the area began to grow more steadily. After World War II, and especially from the 1970s on, Naples boomed as a retirement and resort destination, with golf communities, high-rise condos and shopping centers spreading north and east from the original town.

The Naples Pier has been rebuilt several times after hurricanes. After heavy damage from Hurricane Ian in 2022, the city began a new rebuild in January 2026, a project of about $23.5 million that is expected to be completed around 2027.

City of Naples vs. “Naples”: Understanding the Geography

The City of Naples covers a relatively small area along the Gulf, from roughly Doctors Pass south to Gordon Pass. It includes Old Naples, Port Royal, Park Shore and the downtown districts. The city has its own government, police, fire and utilities, and a city millage rate of about 1.23 mills on top of county and school taxes.

Most of what people call Naples, including North Naples, Pelican Bay, Vanderbilt Beach, Golden Gate Estates, East Naples and the communities along Immokalee Road and Collier Boulevard, is unincorporated Collier County. These areas are governed by the Collier County Commission and have county services. Pelican Bay, for example, is an unincorporated census-designated place with its own services district. This distinction matters for taxes, permitting, beach parking and local regulations.

Naples Neighborhoods and Areas

Each part of Naples has a very different feel and price point. Coastal neighborhoods inside the city command premium prices for walkability and beach access, while inland areas east of I-75 offer more house and land for the money.

Naples Real Estate and Home Prices

Naples is one of the most expensive housing markets in Florida, especially near the coast. According to recent Redfin data, the median sale price in the City of Naples was about $1.2 million, down roughly 14% from a year earlier, with homes taking around 124 days to sell. Countywide, the median price in Collier County was about $617,932. Those numbers show both the premium for in-town Naples and the wide range of options across the county.

Like much of Southwest Florida, the Naples market has cooled from the frenzy of 2021 and 2022. Inventory has increased, homes are taking longer to sell, and buyers have more room to negotiate, particularly on condos affected by new Florida condominium safety and reserve laws. Sellers who price realistically and present their homes well still sell, but overpriced listings tend to sit.

Market figures change monthly. Ask us for a current market report for the specific neighborhood you are considering.

Cost of Living and Property Taxes

Florida has no state income tax, which is a major draw for people moving to Naples. Property taxes depend on where the home sits. Homes inside the City of Naples pay city millage of about 1.23 mills plus county, school and special district taxes, while homes in unincorporated Collier County pay county and district rates without the city portion.

Beyond taxes, the biggest costs to plan for are:

• Homeowners insurance: Wind and flood coverage can be expensive, especially for older homes and coastal properties.
• Flood insurance: Required for many properties in flood zones with a mortgage, and wise for many others. NFIP policies typically have a 30-day waiting period before coverage starts.
• HOA and condo fees: Many Naples communities have significant fees covering amenities, landscaping, security and reserves. Condo owners should look closely at reserves and special assessments.
• Club memberships: Golf and social memberships can add substantially to the cost of living in some communities.

Florida’s homestead exemption and the Save Our Homes cap help full-time residents. Our newcomer hub explains how homestead works in Southwest Florida.

Beaches and the Outdoors

Naples beaches are among the best in the country, with soft white sand, calm Gulf water and famous sunsets. Popular choices include the beaches along Gulf Shore Boulevard in the city, Lowdermilk Park, Vanderbilt Beach, Clam Pass Park and Delnor-Wiggins Pass State Park, where entry is $6 per vehicle. Barefoot Beach Preserve, just over the Lee County line, offers an undeveloped shoreline for $10.

Beach parking rules differ between the city and the county, and residents may be eligible for parking permits. Visitors should plan to pay for parking and arrive early on winter weekends.

Inland, Naples is the gateway to some of Florida’s greatest natural areas. Corkscrew Swamp Sanctuary, the Everglades, Big Cypress National Preserve and the Ten Thousand Islands are all within an hour. Naples Botanical Garden and the Conservancy of Southwest Florida offer closer-to-home nature experiences.

Shopping, Dining and Culture

• Fifth Avenue South: Naples’ signature downtown street, with restaurants, boutiques, galleries and evening strolls.
• Third Street South: Historic shopping and dining district close to the beach, with a popular farmers market.
• Waterside Shops: Upscale open-air center with luxury retailers.
• Mercato: Mixed-use lifestyle center in North Naples with dining, nightlife and a movie theater.
• Venetian Village: Waterfront shops and restaurants on Venetian Bay.
• Artis—Naples: Home of the Naples Philharmonic and a hub for performing and visual arts.
• Naples Zoo: A 43-acre, AZA-accredited zoo set in a historic garden.

For everyday shopping, many North Naples residents also drive to Coconut Point and Miromar Outlets in Estero, which are often closer than downtown Naples. See our guides to Coconut Point and Miromar Outlets.

Healthcare

NCH is the main healthcare system in Naples, with two hospitals and 713 beds, plus outpatient centers and physician practices across Collier County. Other providers and specialty practices are spread throughout the area. North Naples residents are also close to Lee Health facilities in Estero and Bonita Springs, including Lee Health Coconut Point, which has a freestanding emergency department.

Getting Around and Airports

Naples Airport (APF) is a busy general aviation airport used by private and charter flights, but it does not currently have scheduled airline service. Most Naples residents fly out of Southwest Florida International Airport (RSW) in Fort Myers, which handled about 11.15 million passengers in 2025. From North Naples, RSW is about 25 to 30 minutes; from downtown Naples, about 35 to 45 minutes. Estero is closer to RSW, about 15 minutes.

I-75, US-41 (Tamiami Trail), Airport-Pulling Road, Livingston Road and Collier Boulevard are the main north-south routes. Traffic is heaviest from January through April.

Buying a Condo in Naples: New Florida Rules

Naples has a large share of condominiums, especially along the coast in Park Shore, Pelican Bay and Vanderbilt Beach. After the 2021 Surfside collapse, Florida passed new condo safety laws that are reshaping the market. Older buildings of three stories or more must complete milestone structural inspections, and associations must complete structural integrity reserve studies and fully fund reserves for key components such as roofs, structure, waterproofing and fire safety.

For buyers, that means some condo associations have raised dues or levied special assessments to cover repairs and reserves. Before buying a Naples condo, ask for the milestone inspection report, the structural integrity reserve study, the current budget and reserve balances, and any approved or planned assessments. Those documents can change the true cost of ownership by thousands of dollars per year. Newer buildings and well-funded associations may command higher prices, but they often carry less risk.

Golf and Country Club Living

Greater Naples is often called one of the golf capitals of the world, with a very high number of golf holes per capita. Many communities are built around private country clubs that offer golf, tennis, pickleball, fitness, dining and social calendars. Membership structures vary widely. Some clubs are bundled, meaning every homeowner is a member; others are equity clubs with initiation fees and annual dues; and some are non-equity or optional.

When comparing clubs, look beyond the initiation fee. Annual dues, food minimums, capital assessments and the club’s financial health all matter. The same is true in Estero, where several bundled golf communities offer a lower-cost alternative to some of Naples’ most exclusive clubs. Our Estero gated community guides compare amenities and fees.

Schools in the Naples Area

The greater Naples area is served by Collier County Public Schools, which operates elementary, middle and high schools across the county along with magnet and career programs. School assignments depend on the home address, so families should confirm zoning for a specific property with the district before buying. The area also has a number of private and faith-based schools. Florida Gulf Coast University and Florida SouthWestern State College offer higher education options, and both have a presence in or near Collier County.

Families moving to the border area between Naples and Estero should note that Estero homes are served by the School District of Lee County, which uses a different assignment system. If schools are a priority, compare both districts as part of your search.

Who Moves to Naples?

Naples has long attracted retirees and second-home owners from the Midwest and Northeast, and that remains true today. In recent years, more remote workers, younger families and business owners have also moved to the area, drawn by the weather, the lack of a state income tax and the quality of life. Many buyers come from Chicago, Ohio, Michigan, New York, New Jersey and Canada, and many first visited Naples on vacation.

The seasonal rhythm is a big part of Naples life. From roughly January through April, the population swells, restaurants fill up and cultural calendars are packed. From May through October, many seasonal residents head north, traffic eases and locals enjoy quieter beaches and easier reservations. If you plan to live in Naples full time, spend at least part of a summer here before you buy so you know what the off season feels like.

A Perfect Weekend in Naples

1. Saturday morning: Shop the Third Street South farmers market, then walk to the beach.
2. Saturday afternoon: Visit Naples Botanical Garden or the Naples Zoo.
3. Saturday evening: Watch the sunset near the Naples Pier area, then dinner on Fifth Avenue South.
4. Sunday morning: Walk the boardwalk at Corkscrew Swamp Sanctuary or spend the morning at Delnor-Wiggins Pass.
5. Sunday afternoon: Browse Waterside Shops or Mercato, and catch a show at Artis—Naples during season.

Naples vs. Estero: Which Is Right for You?

Buyers who want walkable beach living and a classic resort town often choose Naples. Buyers who want more home for the money, a shorter trip to the airport, newer communities and easy access to both Naples and Fort Myers often choose Estero. Many people split the difference by looking in North Naples or southern Estero, where you can be in downtown Naples in about 30 minutes and still enjoy Estero prices. Learn more in our Estero, Florida guide.

Hurricanes and Flood Risk

Like all of coastal Southwest Florida, Naples faces hurricane and storm surge risk. Hurricane Ian in 2022 caused major surge flooding in parts of Naples, including Old Naples and areas near the Gordon River, and the 2024 storms brought additional impacts. Elevation, construction age and flood zone are critical when buying near the coast.

Newer homes built to current Florida Building Code standards, with impact windows and higher elevations, generally hold up better and may be cheaper to insure. Ask for an elevation certificate, wind mitigation report and insurance quote early in the process. Our hurricane center has detailed preparation guides.

Tips for Buying a Home in Naples

1. Decide city or county. Inside the City of Naples you get walkability and city services; in the county you often get newer homes and more space.
2. Check elevation and flood zone first. In coastal Naples, elevation can matter as much as square footage.
3. Get insurance quotes early. Wind and flood premiums vary widely by roof age, construction and location.
4. Read condo and HOA documents closely. Look for reserves, assessments, rental restrictions and pet rules.
5. Visit in summer and winter. Traffic, crowds and the feel of a neighborhood change a lot by season.
6. Compare nearby Estero and Bonita Springs. You may find similar amenities at a lower price just a few miles north.

Whether you buy in Naples, Estero or somewhere in between, working with a local agent who knows both Lee and Collier counties helps you compare the true cost of each option, including taxes, fees and insurance.

Naples FAQ

Population, price and tax figures come from public sources and change over time. Confirm details for a specific property with Collier County, the City of Naples and your agent.