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SEATTLE, Dec. 16, 2025 /PRNewswire/ -- Zillow® shoppers made a statement in 2025: Affordability matters, and midsize markets are having a major moment. Rockford, Illinois, is the most popular city in the country for home shoppers, climbing to No. 1 after ranking second last year. The Midwest accounts for a majority of this year's top markets, with notable showings from the Northeast and a single West Coast entry.
Most of the top 10 markets offer prices under $350,000, growing job access, and communities that provide more breathing room and less financial strain. Many of these cities also sit near major job centers or along key commuter corridors, giving residents big-city opportunities without big-city costs. Zillow's top 10 most popular markets of 2025:
Zillow search trends show that the appeal of these markets extends well beyond their borders, drawing a high share of page views from shoppers outside the metros. But they aren't just getting clicks, they're getting action. Homes in many of the top markets go pending in days rather than weeks, pointing to competitive market conditions. "Over the past few years, stretched affordability has defined the housing market, and this year's list shows just how strongly it's shaping where Americans choose to shop," said Zillow Senior Economist Orphe Divounguy. "These cities offer the mix buyers are looking for: attainable home prices, expanding job hubs, and lively neighborhoods with parks, shops and community spaces. With high costs and limited inventory persisting in major coastal metros, these markets stand out as compelling alternatives - places where affordability brought shoppers in, and lifestyle convinced them to stay." To determine the most popular markets in 2025, Zillow analyzed housing metrics in cities across the U.S. that reflect consumer demand, including page-view traffic, home value growth and how quickly homes sell. Zillow used the same analysis to also create top markets in a variety of categories. Most popular on Zillow overall: Rockford, Illinois Most popular large city: Toledo, Ohio Lincoln, Nebraska, and Anchorage, Alaska, take the No. 2 and No. 3 spots for cities of more than 250,000 people. Most popular coastal city: Kailua, Hawaii Rounding out the top three are South Portland, Maine, and Santa Cruz, California. Most popular small town: Lake Forest, Illinois The small Ohio towns of Springboro and Oregon follow closely behind. Most popular vacation town: Portland, Maine El Dorado Hills, California, and Coeur d'Alene, Idaho, complete the top three. Most popular college town: Normal, Illinois Runners-up include State College, Pennsylvania, home to Penn State University; and Lawrence, Kansas, home to the University of Kansas. Most popular retirement town: Bullhead City, Arizona The Villages, Florida, ranks second, followed by Lake Havasu City, Arizona, in third. Most popular cities by geographic region
About Zillow Group: Zillow Group, Inc. (Nasdaq: Z and ZG) is reimagining real estate to make home a reality for more and more people. As the most visited real estate app and website in the United States, Zillow and its affiliates help people find and get the home they want by connecting them with digital solutions, dedicated real estate professionals, and easier buying, selling, financing, and renting experiences. Zillow Group's affiliates, subsidiaries and brands include Zillow®, Zillow Premier Agent®, Zillow Home Loans℠, Zillow Rentals®, Trulia®, Out East®, StreetEasy®, HotPads®, ShowingTime+℠, Spruce®, and Follow Up Boss®. All marks herein are owned by MFTB Holdco, Inc., a Zillow affiliate. Zillow Home Loans, LLC is an Equal Housing Lender, NMLS #10287 (www.nmlsconsumeraccess.org). © 2025 MFTB Holdco, Inc., a Zillow affiliate. (ZFIN)
SOURCE Zillow 
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