@Sebastian Papworth It's good to get your perspective as somebody who lives and invests in Tulum and is a realtor too. In your comments, you focused on opportunities and, in mine, I focused on risks. This is a difference in perspective that makes total sense, given our different situations.
You live, work and invest in Tulum so you (have to) try to make the best for it. You started investing there years ago, when it was much cheaper and there was much less competition. As in any competitive market, you need to find deals and find ways to distinguish yourself from the competition. And you need to look for the positives. After all, if you don't, who will.
I'm an international investor and I look primarily at those risks because I can get a better return somewhere else in Mexico or in other countries without taking those risks. If the market involves in a way I don't like, I can go and invest elsewhere.
The results you mentioned are great but it's the percentage return that matters, not the amount of dollars. 5 properties with double digit returns are great but again, people need to be cautious when looking at this.
Let me illustrate what I mean with one of my own examples, a recent acquisition in Spain, because it perfectly illustrates the point I'm trying to make here. We launched a new short-term rental in the Costa del Sol in December. The professionals, who tend look at their market with rose-tinted glasses told us to expect an occupancy rate between 51% and 55%. With that occupancy, we should have been deep in the double digit returns. Why not a higher occupancy though? Because it's a seasonal market, whereby we should expect full occupancy during summer, some occupancy during both shoulder seasons and we should have been happy if we get any occupancy in the winter. We put our secret sauce to work and, so far, we've gotten 70% occupancy in December, 94% in January and 86% in February. While I'd encourage anybody to invest in the Costa del Sol, I'd never suggest they could get the returns we're going to have, as that's simply not realistic. They certainly won't get those supercharged returns if they don't find the right property and doing the hard work that we're doing with our properties.
There's nothing wrong in showing what's possible but I think we should all be cautious managing people's expectations. I'm not sure whether your double digit return is calculated on your past lower purchase prices or today's actual prices but, even if it's the latter, you're going to work very hard to keep getting those kind of returns given the tidal wave of competition that's coming at you. I'm sure that, as @Bruno Demarco Quiroz mentioned, you'll be the first to agree that getting a double-digit return today or in the future will likely be the exception rather than the rule, at least until the municipality stops giving building permits to anyone and their mother like and decide to reign in supply like they've done in other parts of Mexico like Cabo for example.
Not long ago, I met with a real estate agent on the ground who mentioned that, given the changing market, Tulum had become a lifestyle market rather than an investment market. That made sense to me because, given the low operating costs in Mexico, you could buy a property, use it part of the year and rent it the rest of the time to cover your costs, which you could do even if competition brings the nightly rates much lower. My main concern about a lifestyle purchase is the sargassum. For all of us on the East Coast of either Canada or the US, it's easier, quicker and cheaper to go to the Riviera Maya than to competing places like Cabo or Puerto Vallarta but we might care less about that if it means not having sargassum on the beach. Also, places like Cabo and Puerto Vallarta have become aggressive at competing with the Riviera Maya by expanding their airports and bringing in more direct flights, who'll end up making a big difference for someone like me and others.
To conclude, it's good to get both sides of the argument and do one's own individual SWOT analysis, as you suggest.