You need to differentiate with what type of home you are looking for. Condo, sfh, classic beach duplex that some people think look so coastal and others say, "No way."
You also have the issue which beach offers bang for the buck. Holden Beach and Oak Island can offer more for your money.
Easy answer is that it's a small market--see all the homes in your price range and feel out the value. All depends on what's important to you.