- Families are flocking to the middle of the country, desiring affordability and community—and towns are welcoming them with cash in hand.
Many Americans are sick of where they live. Rising housing costs, struggling education and healthcare systems, and dreams of better infrastructure are driving families to reconsider where they call home—and it’s music to the ears of small towns vying for a comeback.
Dozens of localities in states like Indiana, Kentucky, and Mississippi are luring workers away from big cities and into rural and suburban areas. Their promises? Somewhere that prioritizes community and matches their lifestyle—and towns are willing to dish out thousands to prove it’s worth it.
Chris Jensen, mayor of Noblesville, IN—a town outside of Indianapolis—says there’s strong demand for communities that prioritize affordability, safety, and walkability—and there are more towns that offer it than people realize.
“There’s something about Midwest value, there’s something about community that we have here, and I think we should sell it,” Jensen tells Fortune. Noblesville is one of many communities that work with MakeMyMove, a platform that helps towns create campaigns and recruit new high-earning residents.
Those new to Noblesville can enjoy a $5,000 relocation grant, annual memberships to the town’s coworking space and chamber of commerce, and a $500 health and wellness stipend. Others have more creative lures. New Haven, IN, is offering burgers and bourbon with the mayor. In Wabash County, IN, you can join your neighbors on a rafting trip. In Mayfield, KY, they are offering a monthly gift of a dozen locally sourced eggs.
“We’re seeing workers voting with their feet to places like Indiana and Kentucky,” says Evan Hock, co-founder and chief operating officer of MakeMyMove. “For community leaders, this is open season. With a little bit of effort, they can attract the people and income whose economic impact will fund future growth. It’s a good deal for any enterprising mayor.”
Millennials in particular are moving to small towns and rural areas at the highest rate seen in decades, according to an analysis from Realtor.com.
Workers are on the move, and small towns are open arms
During the pandemic, moving out of metropolises was a common practice—with families ditching big city aspirations in favor of places that have been typically characterized as flyover states. Recent research indicates that rural areas may be more conducive homes for children to climb the wealth ladder versus cities like New York.
“Places like New York and San Francisco are amazing,” Hock says. “But for many thousands of people, a good life in these places is unattainable.”
Jensen, who was born and raised in Noblesville and served as mayor for five years, says there are countless examples of families seeking a more tranquil life in a smaller town—either as a remote worker or a small business owner—once they start having kids. He recounts one example where a family from Miami moved to Noblesville: “It’s different when you’re raising kids, and the quality of life piece was so important to them, and they couldn’t believe they were standing talking to the mayor at this event where they were interacting with firefighters and police officers. They said that would not happen where they came from.”
Despite big-name companies like Amazon and JPMorgan Chase calling back employees to the office five days a week, Hock says remote work has been relatively stable, and demand for MakeMyMove programs has never been higher.
“The reality is that there’s a talent shortage in the U.S. and as long as that is the case, talent is in the driver’s seat. If workers see value in small-town USA, which we think they do, these programs will continue to be successful,” he says.
AJ O’Reilly, a remote UX designer and small business owner, moved with his wife, young daughter, and dog from the Minneapolis–St. Paul area to Noblesville. He says the town offered the perfect balance of a tight-knit community and convenient amenities.
“I was looking for something that I could actually build community and meet people and dive deep in a community, whereas St. Paul was really cool, but it was too big to really build a community,” says O’Reilly.
He says programs like MakeMyMove make sense considering states and local governments are often eager to offer businesses financial incentives to move, so why not people?
After visiting Noblesville, he and his wife bought their house sight unseen with just a video tour from a realtor: “We were so confident that we wanted to live in Noblesville.”
Little-known towns provide untapped potential
States like Indiana get a bad rap, says Colby Flye, a remote worker in the tech industry who also recently moved to Noblesville with his family. In reality, many little-known areas have great parks and neighborhoods—you just have to find the “hidden gems.”
“These places might not be well known, but they have strong communities. You won’t find any better affordability in places like these,” Flye tells Fortune. “If you’re really looking to settle down, make a home nest and really build something for the future, go ahead and make the move.”
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Because of its proximity to Indianapolis, Noblesville’s average housing cost is close to $369,000, according to Zillow. That’s slightly higher than the national average of about $357,000.
Other MakeMyMove areas have much lower housing costs, but the affordability secret may be catching on. The average home value in Mayfield, KY, is about $143,500—up 11% from last year.
“We encourage every American to take stock of their community. You only get one life, so might as well live it in a place that moves you. A better life is out there,” says Hock.
