Ranked 138th of 387 metropolitan areas in the United States, Naples, FL counts 398,291 residents. This page lays out the income and housing picture and a trade-by-trade look at the competition.
Officially the Naples-Marco Island, FL metropolitan statistical area, it takes in Naples and Marco Island.
Money first: median household income in the Naples metro is $90,045, 12 percent above the national figure. Housing: a median home value of $540,700, 63 percent above the national figure. Read together, they frame the buying power of the market.
The household mix in brief. Homeownership is 76.6% here, 11 points above the US share; that is the pool of people who hire roofers, plumbers and landscapers rather than calling a landlord. Bachelor's degree or higher: 40.3% of adults, 5 points above the US share. Age first: the median is 53.3, 14.4 years above the national median. Work: 174,612 in the labor force, 3.9% unemployed (1 points below the US share).
Set against the state as a whole (Florida), household income here is 21 percent higher than the Florida figure, the median home value is 51 percent higher than the Florida figure, and the business base per resident is 27 percent denser than the Florida figure.
By the Census Bureau's count Naples, FL supports 14,541 employer establishments. Density runs 36.5 businesses for every 1,000 residents, 46 percent above the national figure. The table breaks out the categories that spend the most on local advertising; restaurants is the biggest of them at 832. Contractors in the home-services trades total 1,032, or 7.1% of the base, 2 points above the US share.
| Trade (NAICS) | Count | Per 100,000 | Index vs US |
|---|---|---|---|
| Landscaping services | 385 | 96.7 | 1.88× |
| Other specialty trade contractors (paving, asphalt, fencing) | 133 | 33.4 | 1.79× |
| Beauty salons | 232 | 58.2 | 1.58× |
| Personal care services (all) | 408 | 102.4 | 1.46× |
| Concrete foundation and structure contractors | 55 | 13.8 | 1.35× |
| Self-storage facilities | 43 | 10.8 | 1.33× |
| Electrical contractors | 191 | 48 | 1.32× |
| Physicians' offices | 486 | 122 | 1.28× |
| Roofing contractors | 52 | 13.1 | 1.17× |
| Plumbing, heating and air-conditioning contractors | 216 | 54.2 | 1.12× |
| Legal services | 335 | 84.1 | 1.06× |
| Lessors of real estate (all) | 199 | 50 | 0.84× |
| Dentists | 190 | 47.7 | 0.81× |
| Restaurants and other eating places | 832 | 208.9 | 0.77× |
| Grocery and convenience retailers | 115 | 28.9 | 0.66× |
| Automobile dealers | 53 | 13.3 | 0.65× |
| General automotive repair | 95 | 23.9 | 0.64× |
| General freight trucking | 71 | 17.8 | 0.35× |
| Highway, street and bridge construction | 5 | 1.3 | 0.31× |
| Child day care services | 45 | 11.3 | 0.31× |
Index: local share of all establishments divided by the US share; above 1 means the trade is more common here than nationally.
Where competition is thickest: landscaping services, specialty trade contractors, beauty salons and personal care services all hold a larger share of the local base than they do nationally. The sharpest example is landscaping services: 385 establishments, 1.9 times the share seen nationally. Thinner than the national mix are road and paving contractors, child day care services, general freight trucking and general automotive repair. Road and paving contractors: 5 establishments, about 31% of the national share. Close to the national mix: plumbing and HVAC contractors and legal services.
In absolute numbers restaurants lead with 832, followed by physicians' offices at 486 and personal care services at 408. Per resident the densest are restaurants at 208.9 per 100,000 people, then physicians' offices and personal care services. The group picture: the home-services trades above the national pattern at 1.5 times, automotive businesses below it at about 65% of.
Advertisers in landscaping services, specialty trade contractors and beauty salons should assume high competition on Google Ads and put equal weight on the free real estate: an accurate Business Profile, steady new reviews, and pages that match the local searches word for word. A business in road and paving contractors, child day care services and general freight trucking enters a lightly contested auction. That is the time to build organic visibility and a review base before the category fills in. Income 12 percent above the national figure means larger average jobs; the pitch should match, with premium options shown plainly. Homeownership of 76.6% is above the national share; more of the households that search for home services are also the ones that decide and pay. Residents here are older than the US median (14.4 years above the national median); they search, read reviews and call, which puts the weight on search, the listing and the phone.
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Pages that answer the specific services-plus-place searches people in Naples, FL use, built to be found.
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Naples, FL has 398,291 residents (US Census Bureau ACS 2024 5-year estimate), ranking 138th of 387 metropolitan areas.
The median household income in Naples, FL is $90,045 (ACS 2024 5-year), above the US median of $80,734.
The Census Bureau counts 14,541 employer establishments in Naples, FL (County Business Patterns 2023), or 36.5 businesses per 1,000 residents.
The median home value in Naples, FL is $540,700, and 76.6% of homes are owner-occupied (ACS 2024 5-year).
Measured against the US business mix (County Business Patterns 2023), landscaping services, specialty trade contractors and beauty salons have more establishments per resident than the US average; road and paving contractors, child day care services and general freight trucking have fewer in Naples, FL.
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Data: US Census Bureau ACS 2024 5-year estimates and County Business Patterns 2023. Updated 2026-09-29.