rockford, Illinois, Tops Zillow’s List of Most Desired US Homebuying Destinations in 2025
A new report from Zillow indicates that Rockford, Illinois, has emerged as the most sought-after city in the United States for prospective homebuyers in 2025, signaling a significant shift in real estate preferences.
Rockford’s ascent to the top spot represents an improvement from it’s ranking in 2024,when it held the number two position. The city’s appeal stems from a combination of factors,including its strategic location-approximately 90 minutes northwest of Chicago-robust employment opportunities,and comparatively lower housing costs than larger metropolitan areas.
“More than three in five page views came from out-of-area buyers,” according to the Zillow report, “and homes typically went under contract in as little as five days, making Rockford one of the fastest-growing markets on the list.” This rapid pace underscores the strong demand for properties in the area.
rockford is not alone in attracting attention within the Midwest. Other cities in the region also secured positions within Zillow’s top 10 most popular markets, including Dearborn, Michigan; Toledo, Ohio; Carmel, Indiana; South Bend, Indiana; and Springfield, Illinois.
A key characteristic of these thriving markets is affordability. “most of the top 10 markets offer prices under $350,000, increasing access to jobs, and communities that offer greater versatility and less financial pressure,” a Zillow analysis revealed. These cities provide residents wiht the benefits of big-city opportunities without the associated high costs.
Here are the 10 most searched cities on Zillow during 2025:
- Rockford, Illinois
- Berkeley, California
- Albany, new York
- Dearborn, Michigan
- Toledo, Ohio
- carmel, Indiana
- South Bend, Indiana
- Abilene, Texas
- Springfield, Illinois
- allentown, Pennsylvania
Beyond the overall rankings, several Illinois cities distinguished themselves in specific categories. Lake Forest, Illinois, was identified as the most popular small town in 2025, lauded for its “historic charm” which continues to attract significant buyer interest. Springboro and Oregon, Ohio, followed closely behind.
The city of Normal, Illinois, also earned recognition as the most popular college town in the country.”Normal, Illinois, home of Illinois State University, ranks as Zillow’s most popular college town by 2025,” the report stated. “Its revitalized Uptown district, with shops, restaurants and cultural spaces, along with ISU’s long-standing presence, help Normal stand out among university-oriented markets.” State College, Pennsylvania, and Lawrence, Kansas, rounded out the top three college towns.
The rental market in the Midwest is also experiencing stability, a contrast to the fluctuations seen in regions like the Sun Belt. According to a recent report from Zumper,prices and demand have remained relatively consistent,with some cities even experiencing increases. “the slow and steady profile of the Midwest positions it as one of the most predictable segments of the US rental landscape,” the report concluded.
The data suggests a growing trend of homebuyers and renters seekin
