The heartland states, often overlooked, are witnessing a resurgence due to an influx of new residents from major metropolitan areas. This migration is driven primarily by the promise of affordable housing, job opportunities, and a more relaxed lifestyle. Key cities like Columbus and Nashville are attracting young professionals and families alike. Recent Census data reveals that nearly 39% of the U.S. population now resides in the heartland, a notable increase, and for the first time since 1959, their population growth has surpassed the national average, significantly boosting local housing markets.
For instance, in February of this year, Nashville's unemployment rate was 2.9%, while Austin's was 3.7%. Both were lower than the national average of 4.1%.
This marked the first time since 1959 that the heartland's population gains exceeded the national average, according to a recent analysis by Barron's.
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.
According to Realtor.com® economist Jiayi Xu, one of the primary reasons for people moving to the heartland is affordable housing, which has become increasingly appealing in today's environment of elevated prices.
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