Vermont is the state named in Travel + Leisure’s 2025 story, but the ranking measures home-buying-related Google searches per resident—not Americans’ stated relocation preferences or completed moves. Rugs Direct’s analysis, as reported by Travel + Leisure, found more than 173 such searches per 100,000 Vermont residents per month. That makes Vermont the leader in the reported search measure, not necessarily the most-wanted destination.
What the ranking says—and what it does not
Travel + Leisure reported on December 11, 2025, that Rugs Direct ranked states using monthly Google searches for home-buying-related phrases, adjusted for population. The examples given include “how to buy a house,” “when to buy a house,” and “buy a new house.” The article reports more than 173 searches per 100,000 Vermont residents monthly. Travel + Leisure’s account of the ranking is the available source for the result.
That is a rate of searches, not a count of people. It does not establish that searchers lived outside Vermont, planned to relocate, could afford a purchase, or eventually moved. The published account does not provide the original dataset, exact collection dates, full query list, or calculations beyond the per-capita description. So the defensible conclusion is narrow: Vermont led this reported measure of home-buying search activity per resident.
Rugs Direct’s chief merchandising officer, Sharon Gautschi, offered one possible context in the story: “With the volatility of the housing market, many people are understandably looking to buy a home in states that offer a better quality of life and affordability, such as lower property taxes or incentives for first-time buyers,” The quoted explanation is a company representative’s view; it does not establish why the searches were made or prove that Vermont is more affordable.
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What Vermont’s housing market looks like
Search interest alone is not a guide to the cost or availability of homes. Vermont Housing Finance Agency’s 2025–2029 housing assessment says the median price of a home for sale had risen 30% from 2020. Under the assessment’s assumptions, Vermont would need an estimated 16,000 additional owner homes over 2025–2029. These are market and planning findings, not a guarantee of future prices or a count of homes already built. Read the VHFA 2025–2029 Vermont Housing Needs Assessment.
The broader statewide need includes rentals and other year-round housing, not just homes for sale. Vermont’s Agency of Commerce and Community Development summarizes the assessment as estimating a need for 24,000–36,000 additional year-round homes by 2029. This is a projected need, not completed construction or a current inventory figure. The state’s housing assessment summary provides the overview.
Buying in Vermont: assistance is available only to eligible buyers
VHFA’s ASSIST program offers qualifying buyers up to $10,000 in down-payment assistance as a 0% second mortgage. It must be used with a VHFA first mortgage, and repayment is due when that first mortgage is refinanced or the home is sold. Eligibility conditions apply, including first-time buyer status and a liquid-asset limit; program availability and terms can change. Check VHFA’s current ASSIST requirements and confirm details with a participating lender before relying on the assistance.
VHFA also lists a First Generation program with separate eligibility criteria and limited funding. It should not be treated as a universally available grant or as interchangeable with ASSIST. Review the current program terms on VHFA’s homebuyer assistance page and ask a participating lender which options, if any, fit your situation.
How to use the ranking if you are considering a move
Use the result as a clue about online interest, not as proof that Vermont is a popular or affordable relocation destination. Before deciding, compare conditions that affect your own budget and plans:
Quick Recap
- Purchase costs: Look at current home prices, available inventory, and total ownership costs in the communities you might consider.
- Housing fit: Check whether suitable homes are available for your household and how the local market aligns with your timeline.
- Financing and eligibility: Ask a lender to assess your budget and verify current VHFA program requirements rather than assuming assistance applies.
- Migration evidence: If you want to know where people actually move, consult data on domestic migration. A per-capita search ranking measures something different.
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