Zillow’s 10 Most Popular Cities of 2024

Forget the big cities you’ve always heard about—homebuyers are looking elsewhere. 

As 2024 comes to a close, Zillow’s “most popular” rankings reveal a surprising trend: smaller, affordable exurbs and under-the-radar towns are taking center stage, offering a mix of charm, convenience, and opportunity that’s hard to resist. 

Zillow’s most sought-after housing markets highlight a new chapter in the American dream—one that prioritizes affordability, flexibility, and hidden gems over the conventional metropolitan hubs. 

Here’s what you need to know about Zillow’s top housing destinations of 2024. 

Terms & Methodology to Keep in Mind

To identify the most popular U.S. city overall and most popular city by geographic region, Zillow analyzed cities with populations of at least 100,000 people, according to 2022 American Community Survey data. 

Definitions used in the report:

• Large cities: Population of 250,000+ 
• Small towns: Population of 20,000 or less
• Coastal cities: At least 50 Zillow listings mention “beach.”
• Vacation towns: At least 33% of homes are designated for non-primary use.
• Retirement towns: At least 33% of the population is aged 65+.
• College towns: At least 20% of the population is enrolled in higher education.

The Northeast Takes the Spotlight

Seven of the 10 most popular cities of 2024 are in the Northeast, while the Midwest is home to two. The West, which was not featured in the top 10 for 2023, made this year’s list with Sunnyvale, CA. 

These are markets in which buyer competition for available listings is at its hottest, which generally leads to an increase in home sale prices—even in markets buyers are flocking to in search of affordable homes. 

Zillow’s 10 most popular markets of 2024:

1. Manchester, New Hampshire 
2. Rockford, Illinois 
3. Stamford, Connecticut 
4. Columbia, Maryland 
5. Bridgeport, Connecticut 
6. Allentown, Pennsylvania
7. Peoria, Illinois 
8. New Haven, Connecticut 
9. Waterbury, Connecticut 
10. Sunnyvale, California

For the second year in a row, the Northeast dominated Zillow’s rankings. Leading the charge is Manchester, New Hampshire, crowned the most popular city of 2024. Known for its proximity to Boston and relatively affordable housing, 

Manchester saw typical home values rise by 7.3% over the past year, reaching $415,000. This growth underscores the city’s appeal to buyers seeking value outside major metropolitan areas.

Other Northeast hotspots include several Connecticut cities: 

• Stamford
• Bridgeport
• New Haven
• Waterbury
• Milford (which also earned the title of most popular coastal city)

With their mix of historic charm, seaside attractions, and lifestyle amenities, these cities continue to draw attention from home shoppers across the U.S. 

Affordable Midwest Markets Shine

The Midwest had a strong showing in this year’s rankings, with Rockford and Peoria, Illinois, securing spots in the top 10. 

Meanwhile, Toledo, Ohio, emerged as the most popular large city. With a typical home value of just $121,000, Toledo offers a rare combination of affordability and culture, including a thriving art scene and proximity to Lake Erie. 

Small towns like Vermilion and Twinsburg, Ohio, further highlight the region’s growing appeal, as homebuyers increasingly look for budget-friendly options without sacrificing quality of life.

Most Popular Small Town

Situated just south of the Pennsylvania state capital and less than a two-hour drive west of Philly, Elizabethtown, PA, is the most popular small town in Zillow’s ranking for 2024.

With a population of just 12,000, Elizabethtown is getting loads of attention from home shoppers on Zillow with its picturesque streets, local shops and parks. That said, potential buyers eyeing this town must act quickly; homes for sale typically go under contract within just five days. 

While Elizabethtown took the number one spot in this category, three Midwest small-town hot spots were close behind:

• Vermillion, OH
• Roscoe, IL
• Twinsburg, OH

Coastal Cities and Vacation Getaways

While the West Coast struggled to make waves in Zillow’s rankings this year, Sunnyvale, California, managed to crack the top 10. 

However, the biggest buzz around coastal living came from the Northeast. Milford, Connecticut, stood out as the most popular coastal city, thanks to its 17 miles of shoreline along Long Island Sound and an abundance of beaches and parks.

When it comes to vacation towns, Portland, Maine, claimed the crown. Renowned for its art scene, historic architecture, and world-class seafood, Portland continues to attract buyers looking for the idyllic coastal escape. 

The East Coast’s dominance in this category was clear, with East Haven, Connecticut, and Newport, Rhode Island, rounding out the top three in place of California cities, Monterey and Santa Barbara. 

Specialty Markets: Retirement and College Towns

Zillow’s analysis also highlighted niche markets catering to specific demographics. 

For retirees, Pahrump, Nevada, emerged as the most popular destination. Located just 50 miles outside of Las Vegas, this desert oasis offers warm weather and a community where over 33% of the population is aged 65 or older.

Pahrump took the number one spot from last year’s top retirement city—Pinehurst, North Carolina—which came in at second place. 

Meanwhile, college towns continued to capture interest, with Normal, Illinois (home to Illinois State University) leading the pack. Kent, Ohio (Kent State University ) came in at number two. 

Other popular picks were San Luis Obispo, California (California Polytechnic State University), Charlottesville, Virginia (home to the University of Virginia); and La Crosse, Wisconsin (the site of the University of Wisconsin–La Crosse).

Most Popular Cities by Region

Here’s a quick look at this year’s most popular cities by geographic region: 

• Northeast: Manchester, New Hampshire 
• Midwest: Rockford, Illinois 
• West: Sunnyvale, California 
• Mountain Region: Fort Collins, Colorado
• Southwest: Rio Rancho, New Mexico
• Southeast: Cary, North Carolina

How Zillow Ranks the Most Popular Cities

Zillow’s rankings are based on housing metrics that reflect consumer demand, including page-view traffic, home value growth, and the speed at which homes sell. 

Cities are grouped into categories like large cities, small towns, coastal cities, and vacation destinations, using data from the 2022 American Community Survey. 

For example, small towns were defined as having populations under 20,000, while coastal cities were identified based on listing descriptions featuring the word “beach.” These insights provide a comprehensive look at what’s driving interest in housing markets across the U.S.

Read the full report for more information,  including methodology.