JOE has been a dog (lots of folks made money on this bubble too, but those left holding the bag are not in good shape) and continues to be a dog even at $15 per share.
They own about 600,000 acres of mostly scrubland in Florida. Over the last 24 months they have offloaded over 200,000 of these rural acres in the range of $1500 per acre.
Take the remaining 600,000 acres and generously value those acres at $2000 per acre and you come up with $1.2 billion. At the average gross margin of roughy 75%, JOE will bring home about $900 million before overhead. Strike another 10% off for overhead and JOE is left with $810 million pre tax. After tax, the company is left with $480 million. Now pay it out to shareholders as a dividend and after taxes paid by the shareholders, the shareholders are left with $300 million. Throw in the time value of money (all that land ain't going to be sold tomorrow) and you are left with $200 or less for the shareholders.
At a current market cap in excess of $1.4 billion, JOE has a long, long way to fall.