Zillow's 2023 Report Reveals a Trend Toward Small-Town Living

Hello, West Chester, Pennsylvania

Whether you’re house hunting, looking for a new apartment, or considering a move, Zillow surfing is one of the most lovely experiences you can have online. There’s no comment section or social media aspect to it; it’s simply a tool for exploration and fun, and, boy, did we take advantage of that this year.

Each year, Zillow surfers seem to have a new region they’re obsessed with. In 2021, the West Coast ruled Zillow searches, and last year, the Midwest took the top spot. But the most popular market among Zillow surfers this year was the Northeast—specifically, West Chester, Pennsylvania.

West Chester, a small town of about 20,000 people, is known for its historic charm and relative closeness to Philadelphia. Because of its popularity on Zillow, home values increased eight percent in the town; a typical West Chester home is now worth about $584,000, making it one of the more expensive cities in the state.

And of the people searching for homes in West Chester, nearly two-thirds of the searchers were people who didn’t already live there, meaning more people might be flocking to the area.

A Trend Toward Small-Town Living

West Chester isn’t the only small town in the Northeast with folks searching like wild on Zillow. Nine of the 10 most popular markets had a population under 100,000 people, and seven of the 10 were either in New Hampshire or Connecticut.

It looks like Hallmark has made its mark, and everyone wants to escape to a small town. The top ten most popular markets of 2023 on Zillow were West Chester, Pennsylvania; Nashua, New Hampshire; Manchester, New Hampshire; Wethersfield, Connecticut; West Hartford, Connecticut; Stow, Ohio; Middletown, Connecticut; Twinsburg, Ohio; Newington, Connecticut; and Concord, New Hampshire.

Zillow ranked these markets by analyzing page-view traffic, home value growth, and days on the market for nearly 2,300 cities in the US.

“Affordability was the word on home shoppers’ minds this year, and it shows in the most popular cities that buyers on Zillow gravitated toward,” Zillow Chief Economist Skylar Olsen said in a press release. “Heading into next year, the winds appear to be shifting just a bit. Buying a home will still be expensive in much of the country, but more listings and much flatter home price growth will make life easier for home shoppers.”

For large cities, Zillow surfers were most fond of Chula Vista, California, a suburb just south of downtown San Diego, allowing folks to access the amenities of a big city without actually having to live there—and perhaps with a bit more affordability.

But Chula Vista is still pretty expensive, with a typical home value of about $808,000. In comparison, San Diego has a whopping home value of about $962,000. Other popular large cities included Fort Wayne, Indiana; Cincinnati, Ohio; and Durham, North Carolina.

Vacationing? Think Outside the Box

If you think “vacation” and don’t immediately think “Ohio,” you might want to reconsider. Vermilion, Ohio, was the top spot for vacation towns for Zillow surfers. The small city is situated along the shores of Lake Erie, giving people access to the lake for boating, fishing, water sports, or just generally relaxing.

The Vermilion River also flows through the city, so it’s a pretty picturesque place, and, to add a bit of quirk, the town hosts an annual fish festival with a parade, live entertainment, and other seafood-related events.

The typical home in Vermilion is worth a little more than $225,000, a hugely less expensive option than last year’s most popular vacation town, Lavallette, New Jersey, which has a typical home value of more than $1 million.

The most popular seaside town was South Portland, Maine, situated on the coast of Casco Bay, a hub for fishing, boating, and ferry services. But if you’re looking to move there, houses move quickly. According to Zillow, homes sold in 2023 typically find a buyer after just one week on the market. Other popular seaside towns include West Haven, Connecticut; Milford, Connecticut; and Oceanside, California.

Pinehurst, North Carolina, was the top retirement town, and it’s really no surprise. It has a mild climate, peaceful surroundings, and plenty of golfing. Conversely, West Chester, Pennsylvania, and Kent, Ohio, were the most popular college towns.

Zillow surfing has become a delightful online pastime for simply daydreaming or actually moving, and it looks like most of us have our heads in the clouds above small towns in the Northeast.

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Read the original article on The Spruce.