Own Luxury Homes®
Own Luxury Homes® NIL Real Estate Index™
Own Luxury Homes® NIL Real Estate Index™: NIL market estimated at $1.17B+ (Opendorse 2023); top earners $1M-$10M+. NIL income is self-employment income: 15.3% SE tax plus federal plus state. California-domiciled top NIL earner ($3M): ~65.7% effective rate ($1.97M in taxes). Florida-domiciled same earner: ~52.3% ($1.57M), saving ~$400,000/yr. 8 university markets: Texas, Alabama, Ohio State, Georgia, Florida, UCLA/USC, Duke/UNC, Tennessee. Own Luxury Homes® 12-Point Agent Integrity Audit™.
Own Luxury Homes® NIL Real Estate Index™
Name, Image, and Likeness (NIL) compensation became legal for college athletes in July 2021 and has created an entirely new category of high-income, first-time real estate buyer: the 18-to-22-year-old college athlete earning $100,000 to $10 million+ annually. This buyer profile is unlike any other in the real estate market: extremely high income for their age, short time horizon (college enrollment typically 1-4 more years), no credit history, often no prior real estate experience, and parents who may or may not be equipped to advise on a purchase of this magnitude. This Index maps where NIL money is flowing into real estate markets and what agents, financial advisors, and athlete families need to know.
01 — NIL Real Estate Markets by University City
NIL money flows to real estate in markets where: (a) top NIL earners are enrolled, (b) local real estate is accessible at the price points NIL earns can afford, and (c) the family or athlete management team is making purchase decisions rather than renting. The highest NIL concentration markets by university and sport:
| Market / University | Top NIL Sports | NIL Income Range (top earners) | Real Estate Entry Point | Buyer Profile | Tax Consideration |
|---|---|---|---|---|---|
| Austin, TX (UT Austin) | Football, Men’s Basketball, Women’s Basketball | $500K–$5M+ (top QB, star players) | $300K–$800K | 18-22 yr old first-time buyer; no state income tax in TX; often parent co-signs or purchases | Texas: 0% state income tax on NIL income |
| Tuscaloosa, AL (Alabama) / Auburn, AL | Football primary; Nick Saban built strong culture | $500K–$3M+ (star QB, offensive skill) | $200K–$500K | Family-oriented purchase; Alabama culture values homeownership; often held as investment post-college | Alabama: 5% state income tax on NIL |
| Columbus, OH (Ohio State) | Football, Basketball | $200K–$2M+ | $250K–$600K | Parent purchase for child to live in during college; sometimes rented to teammates post-graduation | Ohio: 3.75% + Columbus city tax 2.5% |
| Athens, GA (Georgia) | Football ($300K–$3M top earners) | $200K–$3M+ | $250K–$600K | Growing NIL market post-2021 natl championships; NFL-track players; parents often involved | Georgia: 5.39% state income tax |
| Gainesville, FL (Florida) / Tallahassee (FSU) / Miami (UM) | Football, Basketball, Baseball | $100K–$2M+ | $250K–$600K | Florida college athletes benefit from 0% state income tax on NIL; growing recognition of FL advantage | Florida: 0% income tax on NIL — highest take-home of any major SEC state |
| Los Angeles, CA (USC / UCLA) | Football, Basketball, Baseball; entertainment-industry crossover NIL | $200K–$5M+ (unique to LA market) | $600K–$2M+ (most expensive NIL market) | Entertainment-adjacent NIL often exceeds sport NIL at LA schools; family purchase common at this price point | California: 13.3% on ALL NIL income — highest NIL tax burden nationally |
| Durham/Chapel Hill, NC (Duke/UNC) | Men’s Basketball primarily | $100K–$2M+ (basketball-heavy) | $350K–$800K | Basketball-specific market; Duke has produced multiple $1M+ NIL earners | North Carolina: 3.99% flat rate |
| Nashville, TN (Vanderbilt) / Knoxville (Tennessee) | Football, Baseball, Women’s Basketball | $100K–$1M+ | $250K–$600K | Tennessee: growing football NIL since expansion; Vandy: smaller market but educated buyer base | Tennessee: 0% income tax on NIL income |
| NIL income ranges are estimates based on reported deals and market intelligence. Top earner figures represent the highest-earning athletes at each institution. Most NIL earners generate significantly less than the top-earner figures shown. | |||||
02 — The NIL Real Estate Decision Framework
The case for buying: a college athlete earning $2M/year in NIL has 4 years to decide. At current rates, $2M/year over 4 years = $8M in pre-tax income. If they can purchase a $400K property in their university market, live in it for 4 years (eliminating rent), rent to teammates during offseason, and sell upon graduation: the total return including rent savings and any appreciation frequently exceeds $100K on a $400K investment. For athletes who stay in the same city post-draft, the property can be retained as the first investment property.
The case against buying: college athletes face extreme uncertainty about their next market. A 19-year-old at Ohio State earning $1M/year in NIL may be drafted to any of 32 NFL teams in 2-3 years. A property purchased in Columbus is either sold (transaction costs of 8-10% round-trip) or converted to a rental (management complexity for a 22-year-old in a new city). The time horizon is too short for buying to always be superior to renting.
NIL income is self-employment income. The first dollar of NIL income is subject to:
• Self-employment tax: 15.3% on the first $168,600 (2026 Social Security cap), then 2.9% above that
• Federal income tax: 37% at the highest bracket
• State income tax: 0% (FL/TX/TN) to 13.3% (CA)
A top NIL earner in California making $3M in NIL: ~$459K SE tax + ~$1.11M federal + ~$399K CA state = approximately $1.97M in combined taxes on $3M of income. Effective rate: ~65.7%.
The same athlete in Florida: ~$459K SE tax + ~$1.11M federal + $0 FL = approximately $1.57M. Effective rate: ~52.3%.
The FL vs. CA difference at this income level: approximately $400,000 per year in tax savings. For an athlete with 3 remaining years in college earning at this level, the accumulated tax savings fund the down payment on a significant Florida home.
Brown, Ryan. “Own Luxury Homes® NIL Real Estate Index™.” Own Luxury Homes®. https://www.ownluxuryhomes.com/markets/national/research-indices/nil-real-estate-indexMedia: ownluxuryhomes.com/connect · 407-900-7030
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— Ryan Brown, Principal Broker & CEO, Own Luxury Homes® (FL License BK3626873)