Fees split hard depending on whether you're renting long-term or short-term.
Long-term rentals (Wailuku, Kahului, Central Maui)
- Typically 8–12% of gross monthly rent, with most full-service companies at the higher end.
- Expect a monthly minimum regardless of rent amount — commonly $390/month for condos, $540/month for single-family homes.
- Add Hawaii's General Excise Tax (4.712%) on top of the management fee. It's a pass-through cost, not the company padding its margin.
Vacation/short-term rentals (West & South Maui resort areas)
- Runs much higher: roughly 10–35% of gross revenue, with full-service management (guest communication, cleaning coordination, dynamic pricing) landing around 25%+.
- Some companies charge against the nightly rate before cleaning fees and taxes are added, so read the fine print on what the percentage actually applies to.
Why the gap is so big: a long-term rental gets one tenant placement and periodic upkeep. A vacation rental needs someone handling turnover, guest messaging, and pricing every few days — that's what the extra percentage covers.
For a Wailuku or Kahului owner specifically
Given Maui County's Bill 9 is pushing short-term rental inventory back into the long-term market, now's a reasonable time to compare self-managing a long-term rental against the 8–12% fee. We cover that math in the next post.