Press release
Midwest markets surge to the top of Zillow's 2025 rankings
In a region recognized for its affordability, several Midwestern cities — including the No. 1 market — stand out this year in Zillow's list of most popular
About this update from Zillow Group, Inc.
[{"type":"text","content":"In a region recognized for its affordability, several Midwestern cities — including the No. 1 market — stand out this year in Zillow's list of most popular marketsRockford, Illinois, is America's most popular city for home shoppers on Zillow, moving up from No. 2 last year.The Midwest dominates the top 10, as shoppers favor affordable markets over costly coastal metros.Midsize cities have gained traction nationwide, offering shoppers community and access to expanding job hubs.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.\n \n \n \n \n \n \n \nMost 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:Rockford, IllinoisBerkeley, CaliforniaAlbany, New YorkDearborn, MichiganToledo, OhioCarmel, IndianaSouth Bend, IndianaAbilene, TexasSpringfield, IllinoisAllentown, PennsylvaniaZillow 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 s...