American Home Lending USA, LLC
The new American dream finds a home in the heartland
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Published Date 4/21/2025
Newspaper man Horace Greeley’s timeworn advice of “Move West, young man,” has now turned into “Move to the heartland.” Why? Cities long considered America's “flyover” real estate are now experiencing a revival.
Newcomers are moving from the nation's major metros and the result is having a positive impact on the housing markets in key migration hubs, according to Realtor.com’s Snejana Farberov. “Cities like Columbus, Grand Rapids, Indianapolis, Nashville and Austin have been pulling in young professionals attracted by well-paying jobs in tech, manufacturing, health care, and financial services, as well as families looking for affordable housing and a more relaxed pace of life,” says Farberov, who adds that the success of this internal migration has been undeniable. “According to U.S. Census Bureau data, an estimated 39% of the U.S. population lived in the heartland region in 2024, representing a 2.65% uptick from 2020.”
This marks the first time since 1959 that the heartland's population gains exceeded the national average, according to data-gathering experts. Farberov offers insight on what is driving this demographic shift, but none of it is surprising — affordable housing and the favorable job market, combined with today’s environment of elevated prices and mortgage rates that have been stubbornly stuck for much too long.
Former coast dwellers plus those from major metros like Chicago and Dallas are spurring the housing markets in the heartland's most popular cities. “According to Realtor.com data, the median home list prices in the five heartland hubs—Columbus, Grand Rapids, Indianapolis, Nashville, and Austin—have seen increases ranging from 17% to a staggering 47% from 2019 to 2025,” says Farberov.
In Austin, for example, the typical home cost $358,571 in March 2019, a year before the outbreak of the COVID-19 pandemic. By March 2025, that median list price had shot up to $510,000 —a boost of more than 42%. Throughout the rest of the country? The national median home list price increase during that same period was just shy of 39%.
It doesn't hurt that in places like Columbus, new industry is flocking there as well, with defense technology company Anduril Industries gearing to build a $1 billion factory in town, and Intel laying the groundwork to invest $28 billion in two semiconductor manufacturing facilities in the suburb of New Albany.
Grand Rapids and its environs have seen a median home price boost of 36%, meaning that in March 2025, a typical home there cost $385,000. Bustling Nashville has experienced the most dramatic surge in home prices, at 47%. This past March, a typical home in Tennessee's thriving capital cost $535,000, which is 25% higher than the national median.
“Over the past few years, heartland metros have attracted a slew of new businesses, from established companies to startups, looking for that optimal combination of affordable real estate, tax incentives, and an eager cadre of professionals,” says Farberov.
Austin’s tech giants include Tesla and SpaceX, Apple, and Amazon, all having chosen to relocate there. And Realtor.com is no exception, having settled there just a few months ago, citing the city's business-friendly environment, low taxes, and a deep talent pool.
Dallas and Columbus are draws for manufacturing, retail, and finance."As more people, particularly younger professionals and diverse talent, are drawn to the booming tech and entertainment hubs in the Midwest heartland, the region is rapidly evolving," says Realtor’s economist Jiayi Xu. "It’s increasingly becoming a place that offers the ideal balance of affordability, opportunity, and a high quality of life."
Recent analysis also shows cities such as Louisville and Detroit are among the most popular places people are moving to. Realtor.com's online traffic data is now being used by economists to identify markets that received the most buyer interest in the past year, with a higher share pointing to greater interest in homes within these market, suggesting they’re more attractive to homebuyers.
Realtor, TBWS
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American Home Lending USA, LLC - NMLS ID: 71983. To verify licensing, visit NMLS Consumer Access (www.nmlsconsumeraccess.org). Equal Housing Lender.
Jeff Beck
President
NMLS: 19488
American Home Lending USA, LLC
240 S Buchanan St, Edwardsville IL 62025
Company NMLS: 71983
Office: 618-310-0091
Cell: 618-806-2281
Email: jbeck@ahlusa1.com
