Key Details:
- New research from Realtor.com reveals the 10 most popular housing markets of the past year using online traffic data, including views per property and the Regional Traffic Concentration Index.
- Among the 10 most popular markets (limited to one market per state for optimal diversity), five are in the South, three in the Northeast, two in the Midwest, and none in the West.
Realtor.com just revealed the 10 most popular housing markets. And half of them are in the South.
These are markets that, based on online traffic data, have gotten the most attention from homebuyers over the past 12 months. The dual purpose of sharing this information is to help both consumers and agents.
Buyers benefit by knowing what draws so many people to the markets on the list, helping them make more informed decisions. Sellers in these markets learn what buyers moving to their area are looking for.
Agents can use this information when guiding buyers and sellers through the process, making them more aware of their chosen market’s respective advantages and trade-offs.
Here are the five metros with the highest shares of online traffic over the past year:
- New York, NY (3.4% of online traffic went to homes in this metro)
- Dallas, TX (2.7%)
- Chicago, IL (2.6%)
- Miami, FL (2.5%)
- Tampa, FL (1.9%)
That shortlist of mega-markets doesn’t tell the whole story, though. These metros attract the most online traffic because they tend to have more homes for sale.
To control for market size, Realtor.com researchers included views per property to better gauge a particular market’s popularity. And to determine whether a market’s popularity was national or limited to its region, they developed the Regional Traffic Concentration Index (based on the Herfindahl-Hirschman Index, with a range of 0 to 1).
The lower a market’s RTC index, the less concentrated the appeal, meaning the buyers shopping for homes in that market were more spread out across the country. A Midwest market with a low index had a significant share of buyers from other U.S. regions.
The higher the index, the more concentrated the online buyer traffic, suggesting a high percentage of home shoppers living in the same state or region.
10 most popular markets in the U.S.
Based on those two key criteria above—and allowing for only one market per state in the top 10, to ensure maximum diversity—here are the 10 most popular markets in the U.S.:
- Columbus, OH
- Knoxville, TN
- Louisville–Jefferson County, KY-IN
- Detroit–Warren–Dearborn, MI
- Pittsburgh, PA
- Portland–South Portland, ME
- Tampa–St. Petersburg–Clearwater, FL
- Charleston–North Charleston, SC
- Hartford–East Hartford–Middletown, CT
- Asheville, NC
Regional breakdown of the top 10 markets:
- 5 from the South
- 3 from the Northeast
- 2 from the Midwest
- 0 from the West
Half of the most popular markets are in the South
Five of the 10 most popular markets are in the South—with Knoxville ranking the highest at number two on the list, followed by Louisville/Jefferson County, KY-IN, at number three and Tampa at number seven.
A closer look at Knoxville makes it easy to see why so many buyers from other regions are checking it out:
- Warmer weather (year-round)
- Relatively affordable housing
- Growing job opportunities
- Outdoor attractions and activities
- High quality of life with a blend of urban and suburban living
Knoxville has all of the above, which is why it received 0.5% of all online views, which is 1.7 times the national average. It also has a Regional Traffic Concentration Index of 0.49.
Buyer interest breakdown by region:
- Northeast (12.9%)
- South (67.3%)
- Midwest (10.8%)
- West (9.1%)
Home shoppers based in New York have shown the most interest in Knoxville homes. Next up are buyers from Georgia and Florida.
Another southern market on the list, Tampa, is further down, in part due to the median listing price rising 50% over the past five years—a reflection of popularity among buyers but also a potential deterrent for those feeling the pinch of higher home prices.
Columbus, OH, ranks at #1
Columbus, OH, topped the list, taking 0.9% of total online home shopping traffic—2.4 times the national average. Known for its affordability, Columbus holds strong appeal for families and young professionals and has consistently ranked among Realtor.com’s hottest markets.
With a Regional Interest Index of 0.5, Columbus had 32.7% of its online buyer traffic originating in regions other than the Midwest (67.3%):
- 15.4% from the South
- 13.7% from the Northeast
- 3.6% from the West
Among shoppers outside the South, those from New York, NY, have shown the highest interest in Columbus homes, followed by buyers in Virginia and California.
Another Midwestern market among the top 10 is Detroit, MI—ranking at number seven and the largest market on the list with a population over 4 million.
Midsize markets are most popular in the Northeast
At number five, Pittsburgh is the highest-ranking Northeast market, drawing 0.9% of online traffic, with views per property at 1.5 times the national average. Its Regional Interest Index sits at 0.56, with 27.6% of its buyer traffic originating outside the Northeast (72.4%):
- 18.0% from the South
- 5.4% from the Midwest
- 4.2% from the West
Over the past 12 months, Pittsburgh has become a top destination for college graduates, largely because of its lower cost of living and thriving economy and job market, which includes strong technology, health care, education, and finance sectors.
Among buyers outside Pennsylvania, those from New York, NY, have shown the most interest in Pittsburgh homes, followed by home shoppers from Virginia and Ohio.
After Pittsburgh, Portland, ME, and Hartford, CT, rank high for buyer appeal. Their smaller relative size supports a more manageable lifestyle (compared to larger Northeast metros) with a stronger sense of community and cultural identity.
Read the full report for more details, including metro-level data and methodology.
