Every market has a story. Frisco's is unusually well documented. I work this city every day out of The Star, the Dallas Cowboys' campus, and I watch the projects go up from US 380 down to the Tollway. Here is the investment case, built only on numbers you can check, plus the risks I would want a client to weigh before buying.
The Growth Already Happened, and It Kept Going
Frisco counted 116,989 residents in the 2010 census and 200,509 in 2020, an increase of about 71% in ten years. The Census Bureau estimates 236,955 residents as of July 2025, with a median household income of $150,212 (2020 to 2024 ACS). Population growth on that scale is what fills schools, restaurants and offices, and it is the base demand under every Frisco property.
What Is Being Built, and When
- Universal Kids Resort: Universal's park for young families opened in Frisco on July 1, 2026 (Visit Frisco).
- Fields West: a 55-acre urban village by Hunt Realty and The Karahan Companies with 360,000 square feet of shopping and dining, 350,000 square feet of Class A office and about 1,150 residences. It reported 75% pre-leasing and 44 signed leases in summer 2026, with openings staged from late 2027 into 2028. See my Fields West breakdown.
- Fields office plan: in October 2026, Fields developers announced plans for about 11 million square feet of build-to-suit office space. No tenants or construction timeline were announced.
- Firefly Park: a 217-acre project by Wilks Development planned for 3 million square feet of office, 400,000 square feet of retail and dining, 1,200 hotel rooms and 1,970 residences, with major pieces expected in 2027.
- The Mix: a $3 billion, 112-acre project on the former Wade Park site at Lebanon Road and the Dallas Parkway, backed by $113.4 million in performance-based city grants for Phase I infrastructure (approved 2024).
- PGA Frisco: home of the PGA of America headquarters and the 500-room Omni PGA Frisco Resort, which hosts the 2027 PGA Championship.
The lesson for an investor: announcements are not deliveries. I separate what is open (Universal Kids Resort, PGA Frisco, The Star), what is under construction with financing (Fields West has a $425 million construction loan), and what is still a plan (the Fields office program). Price each one differently.
Why Timing Matters in 2026
Frisco's prices have softened, not climbed. Zillow's typical home value was about $640,100 in September 2026, down 3.9% from a year earlier, and 78.4% of August 2026 sales closed under list price. Median days to pending was 56 (September 2026). For a buyer with a long hold, that is a negotiating market: you can ask for seller credits, repairs or a rate buydown in a city where the big projects are still ahead. I am not predicting where prices go next. I am telling you the leverage is on the buyer's side right now, and that does not happen often in Frisco.
The Honest Risks
- Property taxes: for tax year 2025, a typical Frisco home pays roughly 1.63% to 1.87% combined, depending on county and school district. Texas has no state personal income tax, but property tax is the tradeoff, so run it into every return calculation. Frisco's city homestead exemption is 20% for owner-occupants.
- Construction and traffic: PGA Parkway, King Road and Lebanon Road projects run into 2027. Living near a project means cones now and convenience later.
- Supply: new homes, new apartments (the first Fields West apartments open in January 2027) and resale inventory all compete for the same buyers and renters. Underwrite rents and resale against today's comps, not hoped-for ones.
None of this breaks the thesis. It just rewards buying the right asset at the right number.
How I Would Position
- Decide your play first: a home you live in, a rental, or commercial space. Each has a different map.
- Pull the last 90 days of closed sales for the exact subdivision and price per square foot, not the city median.
- Verify the tax rate, school district and any special assessment for the exact address.
- From my years in construction and remodeling, budget for what the house needs in the first five years (roof, HVAC, water heater, drainage). That number belongs in your offer.
Talk Frisco Investing With Me
Whether it is a home near the new districts, a rental, land or commercial space, tell me your budget and timeline and I will show you where the leverage is this month. Start with the Frisco city guide or start your search. Prefer email? albert@texava.com
Albert Angarita, REALTOR, Texava Real Estate | Amazing Brokerage, Licensed in Texas