Amid rising living costs in major US cities, a growing trend sees individuals and families relocating to smaller towns for financial ease and improved lifestyles. Brianna, a single mother, exemplifies this shift as she moved from Portland, Oregon, to Muncie, Indiana, last year.
Facing financial struggles in Portland, a city of 2.5 million, Brianna took advantage of a relocation incentive offered by Muncie. The scheme, designed to boost population growth, provided her with $5,000 to support her move 2,000 miles east. By continuing her remote banking job with a salary of $107,000 (£79,000), she maintained her income while significantly reducing her living expenses.
Previously, Brianna’s monthly rent in Portland was $1,290, but in Muncie, her combined mortgage payments, home insurance, and property taxes total $1,100, allowing her to purchase a home for the first time. The lower state income tax in Indiana, coupled with reduced car insurance and energy costs, has increased her disposable income by $600 monthly. “I’m able to live my life more than I was before,” she says, noting an enhanced quality of life and financial freedom.
Small Towns, Big Incentives
The trend of moving from costly urban areas to smaller cities is becoming more common, fuelled by remote working arrangements and a search for affordable living. Many large cities, including New York, Los Angeles, and Portland, are experiencing population declines as a result. In contrast, towns like Muncie are witnessing population increases. Official data indicates Muncie’s population grew to 65,466 last year, though it remains below its 1990 peak of 71,828.
To attract new residents, Muncie’s local council offers a $5,000 relocation incentive through MakeMyMove, a platform listing various relocation support programs. These programs often provide additional perks like cinema tickets, restaurant vouchers, and wine to sweeten the deal.
Brianna is among about 100 families that have moved to Muncie using MakeMyMove. The initiative has aided 1,000 people nationwide in the past year and aims to support 1,500 by 2026.
Experiences of Newcomers
Scientist Elena Chrysostomou followed a similar path, moving from San Diego, California, to Jacksonville, Illinois in 2024. Supported by the Jacksonville Regional Economic Development Corporation (JREDC), she received $5,000 plus a quality of life package valued at $4,000, which included gym memberships and golf passes. In Jacksonville, Elena’s home ownership and improved salary with a shorter commute contribute to her newfound sense of security and independence.
Both Brianna and Elena acknowledge some downsides, such as fewer recreational activities, dining options, and the challenge of integrating into new communities. Brianna also highlights relying more on driving compared to the pedestrian-friendly environment she enjoyed in Portland. Despite these adjustments, Brianna is content with her decision, citing significant savings and enjoyable family experiences as key benefits of her move.
Reporting based on coverage first published by bbc.co.uk.