Member Spotlight | Integra Homes & Land: Building Community Through “Pies in the Pines”
By Dennis Riccio, President, Central Arizona Association of REALTORS®
The Mogollon Rim as pictured from the Control Road near Bonita Creek
This last week, The Wall Street Journal ran a prominent feature story shining a national (even international) spotlight on our beloved Rim Country real estate market (Online WSJ Version November 5, and Print WSJ Version November 7, 2025). The article, titled “Phoenix Residents Chase Cooler Temps and Cheaper Vacation Homes in Rim Country” (WSJ, Nov. 5, 2025), highlighted how Phoenix-area buyers are flocking to the Rim Country in search of relief from the heat and more affordable second homes. As President of the Central Arizona Association of Realtors, I had the privilege of providing the reporter with market data and context for the piece, and introduced her to a couple of my buyers whose situation she thought would appeal to her readers. The resulting coverage, which appeared in the WSJ’s Luxury Homes/Real Estate section, is a big win for our region’s exposure. It puts Rim Country on the map for high-end readers across the U.S. and even abroad, showcasing our area’s unique appeal. This newsletter will recap the key points of that article, delve deeper into the market data (including inflation-adjusted trends), and discuss what this national attention could mean for Rim Country and for us as local real estate professionals.
👉 You can read the full article here: https://www.wsj.com/real-estate/luxury-homes/rim-country-arizona-vacation-homes-b41ba001?st=brRQrE&reflink=desktopwebshare_permalink
Chaparral Pines tennis courts and new pickleball courts
The Wall Street Journal piece painted an enticing picture of Rim Country’s lifestyle and why it’s attracting so many buyers from the Phoenix metro. In the article, Phoenix residents described Rim Country as a “well-kept secret” now coming into its own as a popular haven for second homes and retirement. Our region’s scenic beauty and cooler climate were front and center: At ~5,000–6,000 feet elevation, towns like Payson, Pine, and Strawberry stay ~10–15°F cooler than the Valley. One buyer quipped that when it’s 105° in Mesa, it might be 85° in Pine, a perfect quick escape only 90 minutes up the highway. The WSJ’s accompanying photos featured lush pine forests, rustic eateries, and even local wildlife (elk grazing in the forest) to drive home the point that Rim Country offers a dramatic contrast to the desert down south. “When someone says Arizona is just a desert, take them to this amazing scenic drive,” one social media post echoed, capturing the essence of our landscape.
Beyond climate, the article noted Rim Country’s relaxed, “cowboy-esque” lifestyle and small-town charm. Residents enjoy a slower pace, friendly communities, and outdoor recreation galore. From golfing under towering ponderosa pines to hiking along the Mogollon Rim’s panoramic vistas. Long-time locals and transplants alike shared colorful anecdotes: seeing pickup trucks (and the occasional holstered sidearm) at every four-way stop, dining at the iconic Beeline Café in Payson, or grabbing wood-fired pizza at Pine’s Old County Inn. These snapshots of daily life helped put our region’s character on the national stage in a relatable way.
Importantly, the WSJ story also identified Rim Country’s value proposition. It described how our area is benefiting from “spillover” demand as metro Phoenix’s population booms (projected to grow from 2.2 million in 1990 to ~7.5 million by 2055) and as other Arizona mountain towns like Prescott, Flagstaff, and Pinetop-Lakeside have become pricier and more picked over. Rim Country offers many of the same perks (proximity, forests, cool weather) but at a lower price point. In the WSJ’s words: buyers are drawn here for the combination of convenience and affordability.
One key data point made this clear: “In August, the median home price in Rim Country was about $425,000, nearly double the 2018 median of $240,000, but well below Flagstaff’s median of $644,500,” the article noted, citing local market figures I provided. In other words, Rim Country’s median price (~$425K) is still a bargain relative to Flagstaff (where medians are ~$640K+), even after our rapid appreciation. This pricing sweet spot, upscale cabins and homes in the $400–800K range, versus $700K–$1M+ in Flagstaff, is a major selling point for our area. As local Pine realtor Jeanie Teyechea told the Journal, buyers feel they get “more for their money” in Rim Country while staying within a two-hour drive of Phoenix’s job centers.
Overall Rim Country Market: In 2018, the median sale price across Rim Country (all towns/areas combined) was roughly $240,000. By August 2025, the median had climbed to about $425,000, an increase of roughly 77% in nominal terms. Put simply, a typical home that sold for $240K in 2018 might sell for around $425K today. Average sale prices likewise jumped (from ~$277K to ~$502K) over this period. That’s an extraordinary run-up in a relatively short period. For context, this regional figure encompasses a mix of properties, from cabins in Pine/Strawberry, to homes in Payson, to houses in surrounding communities, giving a broad snapshot of Rim Country’s price trajectory.
Payson (85541): Within the Rim Country, the town of Payson, our largest market, saw its median sale price rise from about $244,500 in 2018 to around $420,000 in 2025, which is roughly a 72% nominal increase. Payson’s growth has been robust, fueled by its status as the economic center of Rim Country with more year-round residents (many Phoenix retirees and remote workers) in addition to second-home owners. The development of newer gated communities (like Chaparral Pines and expansion in Rim Golf Club) and continued resale demand in established neighborhoods have steadily pushed Payson’s prices upward.
Pine–Strawberry (85544): The smaller communities of Pine and Strawberry have experienced even more explosive growth. In 2018, Pine/Strawberry’s median price was around $250,000. By 2025 it had skyrocketed to roughly $494,000, nearly double in nominal terms (a 98% jump). This doubling of prices in Pine/Strawberry represents the most dramatic surge in Rim Country. These rustic village communities, with their tall pines and quaint cabins, became extremely desirable during the pandemic era, as city dwellers sought tranquil remote-getaways. Limited inventory and a moratorium on new water meter hookups (more on that later) created a crunch, and bidding wars sent prices through the roof. Even as the market has calmed in 2023–2025, Pine and Strawberry have retained those high price levels, with scarce supply keeping values high.
To summarize the nominal price appreciation from 2018 to 2025 in Rim Country:
This across-the-board growth far outpaced normal trends prior to 2018. A combination of factors drove the spike: the pandemic-era housing boom (2020–2021) which brought waves of urban buyers to rural markets; historically low interest rates during that period; and the ongoing discovery of Rim Country as a “hidden gem” for second homes. By 2022–2023, interest rates rose and the frenzy cooled, but prices plateaued at a high level rather than falling significantly. As a result, as of 2025 we are roughly 1.7 to 2.0 times higher in median price than seven years ago, a remarkable climb.
Although the article does not get into the weeds on the data, it deserves a closer look. Whenever we see home prices double in less than a decade, a fair question arises: how much of that is true appreciation (real gains in value) versus just the effect of inflation making everything more expensive? After all, 2018 to 2025 was a period of substantial inflation in the broader economy. To answer this, we need to adjust the 2018 home prices into 2025 dollars and then compare to current prices. So I crunched the numbers adjusting for both national inflation and local inflation (Phoenix highest inflation in the country at one point) to allow for an apples-to-apples comparison to ensure I was giving an accurate picture. By adjusting for inflation, we remove the general inflation effect and see the “real” increase in purchasing power terms.
Inflation from 2018 to 2025: Over these seven years, consumer prices rose significantly. Nationally, the cumulative inflation was roughly +29% (i.e. $1 in 2018 is equivalent to about $1.29 in 2025). In Arizona, specifically the Phoenix metro which covers Rim Country, inflation was even higher, around +32% cumulatively for 2018–2025. (Phoenix had some of the fastest-rising costs in the nation during 2021–2022, with annual inflation peaking around 13% in mid-2022, before moderating to ~1–2% in 2024–2025.) In practical terms, this means that if a house’s price exactly kept pace with broad inflation, a $240K home in 2018 would be worth about $310K–$320K in 2025 just due to the dollar’s reduced purchasing power.
Now, let’s convert 2018 medians into 2025 dollars using those inflation rates, and compare to actual 2025 prices:
Figure: Nominal vs. Inflation-Adjusted Median Home Prices in Rim Country, 2018 vs 2025.
The blue and green bars show what the 2018 median prices would equal in 2025 dollars (blue = adjusted with U.S. CPI ~28% total inflation; green = adjusted with Phoenix-area CPI ~32%). The red bars show the actual 2025 median sale prices. As shown above, even after accounting for inflation, home values in Rim Country have risen substantially in real terms. For Rim Country overall and Payson, a ~$240K-$245K median in 2018 would translate to ~$310K-$325K in today’s money – yet the actual 2025 median is around $420K. That means roughly a 30–35% real appreciation above inflation. In Pine–Strawberry, the contrast is even greater: a $250K median in 2018 adjusts to ~$330K in 2025 dollars, but the actual median is ~$494K, over 50% higher in real terms. The bottom line: after stripping out inflation, our market’s price growth is still very robust – homeowners have seen genuine increases in equity and purchasing power, not just paper gains from a weaker dollar.
These figures confirm that Rim Country’s housing boom was not just inflation-fueled; it vastly outpaced inflation. All three segments, the region overall, Payson, and Pine/Strawberry, ended with home values well above their 2018 levels in constant dollars. This represents a significant real wealth gain for property owners in the area. Homeowners who bought before or in the late-2010s have seen their home values rise far faster than the cost of living. Even those who purchased around the pandemic peak (2020–2021) have largely held onto their equity gains, as prices remain high.
For buyers, of course, this appreciation means Rim Country is no longer the dirt-cheap secret it once was, but it still offers relative value compared to some alternatives (as noted, Flagstaff is ~50% more expensive, and even Prescott’s median often ranges 15–25% above Payson’s). And importantly, the WSJ coverage emphasizes that people are willing to pay these higher prices for what Rim Country offers. The demand is supported by genuine lifestyle and location advantages that aren’t easily found elsewhere in Arizona.
Key Takeaways
This shows that while inflation explains part of the run-up, the majority of the increase was real appreciation, especially in Pine-Strawberry, which far outpaced both U.S. and Arizona inflation.
Chaparral Pines dog friendly patio
The WSJ article backed up the statistical enthusiasm with real buyer stories. For example, it featured Matt and Kelly Dee, a couple from Mesa represented by their agent Kim Dee, who paid $835,000 in 2024 for a cabin in Pine. They love that they can reach their cool mountain retreat in just 90 minutes when Phoenix temps soar above 100°F. Another profile highlighted Linda Hamlet and Bob Miller, retirees who chose Payson’s Rim Golf Club over other destinations. They purchased a $1.5 million home on the golf course in 2021 and now split their time between Scottsdale in winter and the cooler Rim Country in summer. The article also featured Tracey and Billy Hassett, who decided to make Payson their “toe-tag place” (final forever home) instead of staying in Flagstaff. The Hassetts encountered challenges getting a second-home insurance policy due to wildfire risk, a hurdle that caused them to pivot and purchase their Rim Country home in cash, but ultimately, they were so “gutted” at the thought of not living in Payson that they found a way to make it work. Stories like these convey a powerful message to readers: Rim Country is worth it. Despite issues like insurance or water constraints (which we’ll touch on later), people are willing to overcome obstacles to be part of this community.
For us as local realtors seeing these stories in a publication as prestigious as the Wall Street Journal is incredibly validating. It confirms what we’ve known: the secret is out about Rim Country. Our region is stepping into the spotlight as Arizona’s next hot second-home market. In the sections below, we’ll dig into the market data behind this trend, particularly the remarkable home price growth since 2018, and analyze the impact of having our market showcased on such a high-profile stage
Having Rim Country featured in The Wall Street Journal is more than just a point of pride, it has tangible implications for interest in our area. The WSJ is one of the most influential and widely read news publications in the U.S., with a massive readership of affluent, educated professionals. (In fact, a 2018 survey ranked the Wall Street Journal as the most trusted news organization by Americans across the political spectrum. Many business leaders and decision-makers read it daily; an attorney I work with likes to say it’s “the only publication I read cover-to-cover.”) For an area like ours to get positive coverage in such a publication is a big credibility boost. It essentially signals to would-be buyers nationwide that Rim Country is a worthy place to invest in property.
I was shocked at the articles reach. The day the article’s publication, I received calls from four different former clients who had purchased in Rim Country and saw the piece without me mentioning it. These were folks who subscribe to the WSJ or came across the story online, and it caught their attention. One client, remarkably, phoned me from Bermuda, saying the WSJ
article was featured prominently there and impossible to miss. The piece appears to have run in the WSJ’s international edition or been syndicated, giving our mountain towns global exposure! This kind of organic response shows the power of media coverage: people far and wide now have Rim Country on their radar.
Real estate industry research consistently finds that media coverage can drive interest and influence markets. When a prominent outlet highlights a particular region or housing trend, it often “attracts investor attention, driving up demand and subsequently increasing property values,” as one analysis on media impact notes. The media’s storytelling, especially when it features success stories or happy new homeowners, can “instill confidence in buyers” and inspire them to take action. In our case, the WSJ article functioned almost like a national advertisement for Rim Country (albeit a journalistic one). It showcased the best of our area: cooler summers, gorgeous landscapes, a friendly small-town vibe, and comparatively affordable luxury homes. Simultaneously, it acknowledged real issues (like water and wildfire concerns), which paradoxically adds credibility. The coverage wasn’t just a fluff piece; it was balanced and real. That balance likely makes readers trust it even more and see our market as attractive but also one where due diligence is needed (as with any big purchase).
So what might we expect going forward? Here are a few potential impacts and takeaways for our Realtor community in Rim Country:
While the overall tone of the WSJ article was optimistic about Rim Country, it didn’t shy away from our region’s challenges. In fact, part of the article’s credibility lies in the fair assessment that owning property here comes with some complications, namely water scarcity concerns in certain communities and wildfire insurance issues. As local professionals, we’re well aware of these, but since the article has prompted new conversations, it’s worth reiterating and updating our knowledge on these topics so we can properly inform clients drawn in by the publicity.
Water Scarcity and Meter Moratorium (Pine/Strawberry): The WSJ noted the ongoing water supply constraints in Pine and Strawberry. These towns rely on a limited aquifer and have faced periodic shortages. In 2022, the Pine-Strawberry Water Improvement District (PSWID) imposed a moratorium on new water meter hookups because the system couldn’t guarantee adequate water for additional homes. This essentially put a temporary halt on most new construction in those communities, creating a waitlist of over 150 prospective builders. In 2024, the moratorium was partially eased, now allowing a trickle of only 5 new water meters per month to gradually work through the backlog. The Journal article mentioned a buyer who specifically bought a lot because it came with a grandfathered water meter, illustrating how pivotal this issue is. The PSWID has been actively drilling deeper wells and upgrading infrastructure (one new 2,000-foot well is expected to boost supply by ~25%). According to PSWID’s chairman, Pine/Strawberry “have enough available water to last at least 20 more years” at current usage, and improvements continue. Still, any buyer interested in vacant land or new builds in Pine/Strawberry needs to understand the situation: water availability is the limiting factor. As Realtors we should be prepared to explain the situation and direct clients to PSWID resources for the latest status. The silver lining is that this constraint has also helped drive up existing home values (since you can’t easily build new, existing homes are at a premium; part of why Pine’s median jumped so high).
Happy Jack Luxury Cabin
Wildfire Risk and Home Insurance: The other challenge highlighted was the difficulty (and cost) of insuring homes in our forested areas. Wildfire risk in Rim Country is real. We’ve had significant fires in surrounding national forests over the past decade, and 2022’s updated wildfire risk maps placed large portions of northern Gila County in high-risk zones. Major insurance companies have responded by pulling back on coverage in such areas. The WSJ article gave eye-opening figures: a “typical annual premium for a $500,000 home in Pine/Strawberry four years ago was $500–$800; now it’s more like $1,200 to $4,200” per year, if you can even get a standard policy. Many big insurers (State Farm, Farmers, etc.) have stopped writing new policies in these high-risk locales. Several residents shared stories of having longtime insurance carriers non-renew them, or having to resort to specialty surplus-line insurers at high cost. One resident, cited in the piece, said “I went through every major insurer you can think of… They all shut us down” for his Pine cabin, so he had to use a broker to find coverage in the secondary market.
Another couple mentioned, a client of mine in Chaparral Pines (Payson), had to cancel a financed purchase because none of their lender’s approved insurers would cover the home as a second home due to wildfire risk. They ultimately bought a different home in cash to avoid that hurdle. To elaborate on that situation, the lender was Goldman Sachs. Goldman Sachs only allows for “Tier One” insurers which are limited to USAA, Chub, and Pure, none of which were willing to write a homeowners’ policy in Chaparral Pines. Regardless, these anecdotes highlight an ongoing issue: insurance availability is tightening in wildfire-prone regions across the West, and Rim Country is no exception.
Rim golf Club Patio View Overlooking Hole #18, Granite Boulder, and Granite Dells
For our practice, this means we must stay vigilant and creative in helping buyers navigate insurance. We should maintain contacts with local insurance brokers who specialize in high-risk property coverage. It may also mean advising buyers early in the process to get insurance quotes during their inspection period so there are no last-minute surprises with lenders. And we should encourage homeowners to mitigate fire risk (clearing brush, installing metal roofs or fire-wise landscaping) which can sometimes help with insurability. Arizona does have a FAIR Plan (last-resort fire insurance pool) though it’s limited in coverage and often more expensive, something to mention if clients have no other option. This is a complex, evolving challenge, and while it might give some buyers pause, most of those featured in the WSJ piece felt the benefits of living here outweighed the insurance hassles. As Linda Portch in the article said about their decision to stick with Rim Country despite insurance worries: “So far, the area’s beauty and climate make it worth the hassle… ‘We have snow.’” , a light-hearted nod to the fact that yes, it even snows in Rim Country, another novelty for former desert dwellers.
In summary, the WSJ coverage responsibly pointed out that Rim Country is not all roses. We have real infrastructure and climate-related issues to contend with. However, by addressing these in a high-profile forum, the article actually helps ensure that any interest we get is well-informed interest. The types of buyers who proceed will do so with eyes open (and we as professionals will make sure to educate them further). Over time, one hopes that increased attention might even bring more resources to tackle challenges (for instance, state-level support for water projects or forest management) as our region’s importance to Arizona’s overall real estate market grows.
It’s worth reflecting on why the WSJ article carries so much weight. The Wall Street Journal isn’t a real estate advertisement or a travel brochure, it’s a 134-year-old news institution known for rigorous reporting. When an outlet like that covers Rim Country, it brings a level of gravitas and trust. Many readers who might dismiss a blurb in a tourism magazine will pay attention to a WSJ piece. The Journal’s journalists and editors have a reputation for fairness and accuracy. In this case, reporter Libertina Brandt (who covers luxury real estate) spent considerable time researching our market, interviewing multiple sources (buyers, local agents and brokers, water district officials, insurance brokers) and cross-checking data. The final article reads as a well-rounded overview, not hype. It acknowledges pros and cons in equal measure.
As the person who provided much of the market data, I was happy to see the facts presented correctly and in context. For example, the nearly $185,000 gap between Rim Country’s median and Flagstaff’s median was highlighted to illustrate our relative affordability. The piece also correctly noted that our price growth, while dramatic, has leveled off some (we’re not in a speculative bubble, but rather at a new normal plateau). The WSJ even mentioned historical perspective – e.g., how the Beeline Highway paved in the late 1950s opened up Rim Country, and how our area remained somewhat “secret” until recently. This kind of depth shows a respect for our community’s story.
Modern Mountain Rim Golf Club Custom Home Hole #18 Pictured in the Article
Why emphasize all this? Because when we, as local professionals, share this article with clients or colleagues, we can do so with confidence in its credibility. The WSJ’s name alone carries influence. A recent media survey found the Wall Street Journal is one of the most trusted news sources in America. So if they’re saying Rim Country is an up-and-coming hot spot, readers are inclined to believe it. In contrast, less credible outlets or social media chatter might be taken with a grain of salt. This distinction can help us in convincing undecided buyers: “Don’t just take my word for it – even the Wall Street Journal is reporting on how special this place is.” It lends third-party validation to our local narrative.
Moreover, the fair tone of the article provides a template for how we can discuss our market: honestly and with data. The WSJ didn’t need to oversell; the numbers and testimonials spoke loudly enough. We should continue in this vein in our own marketing – highlighting the strong points (climate, lifestyle, comparative prices) and frankly addressing the challenges (water, fire insurance) with solutions-oriented guidance. This builds trust with clients and sets realistic expectations, resulting in more satisfied buyers and sellers.
In closing, it’s exciting to see Rim Country receive the recognition it deserves on a national stage. Those of us who live and work here know how special this region is and now tens of thousands of WSJ readers know it, too. Our market has matured in recent years, with higher prices and more outside interest, and the WSJ feature feels like a coming-of-age moment. It signals that Rim Country is no longer an obscure corner of Arizona, but rather a viable destination for luxury and second-home buyers escaping the city.
The key for us, as the Central Arizona Association of Realtors and as individual practitioners, is to leverage this momentum wisely. Here are a few parting suggestions as we ride this wave:
👉 You can read the full article here: https://www.wsj.com/real-estate/luxury-homes/rim-country-arizona-vacation-homes-b41ba001?st=brRQrE&reflink=desktopwebshare_permalink
In conclusion, Rim Country’s mention in The Wall Street Journal is a milestone worth celebrating. It reflects how far our market has come, from relative obscurity to the pages of one of the world’s leading newspapers. More importantly, it opens the door to new opportunities: new clients, increased property values, and a chance to solve our challenges with broader support. Let’s embrace the spotlight and continue doing what we do best: showcasing this wonderful region and providing top-notch professional service to those drawn to it. Together, we can ensure that Rim Country’s star continues to rise, in 2026 and beyond.
Dennis Riccio
President, Central Arizona Association of Realtors
Sources & References: The data cited in this article is sourced from our CAAR MLS statistics and analysis reports. Inflation figures are based on U.S. Bureau of Labor Statistics CPI data and the Federal Reserve’s records for the Phoenix area. Industry insights on media impact are drawn from real estate market studies. Quotations and contextual information are attributed to The Wall Street Journal feature (Libertina Brandt, Nov. 5, 2025) and the individuals interviewed therein. For further details or a copy of the WSJ article, please contact the Association office.
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