Despite persistent affordability hurdles like mortgage rates hovering around 7% and continuously climbing home prices, a new analysis of Google search data reveals that the ambition to own a home is remarkably strong in some parts of the U.S., with residents of Vermont leading the nation in active search for a new property.
The study, which scaled home-buying related searches against state populations, found that the Green Mountain State is driving the conversation with an average of 173.11 related searches per 100,000 residents monthly, demonstrating an aggressive pursuit of ownership even as market volatility and economic instability—including fallout from recent tariff announcements—make many prospective buyers elsewhere reluctant to enter the market.
Vermont Tops the Charts for Aspiring Homeowners
Despite a tumultuous housing market characterized by high mortgage rates (hovering around 7%) and climbing home prices, a new study reveals that the dream of homeownership remains vibrant in several U.S. states.
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Research conducted by rug experts Rugs Direct, which analyzed monthly Google searches related to home buying per 100,000 residents, shows that residents of Vermont are the most proactive in the nation, making an average of 173.11 related searches a month.
This eagerness to buy comes amid ongoing economic uncertainty, including fresh instability following recent tariff announcements. The data, which examined terms like ‘how to buy a house’ and ‘buy a new house’, suggests that many Americans are actively navigating the challenging market.
Small States Dominate the Top Ten
The findings indicate a strong trend where smaller, often rural states are showing the highest per capita interest in purchasing a new home. Following Vermont, Wyoming is second with 168.51 searches per 100,000 residents, followed by Alaska (154.19), Delaware (147.71), and Rhode Island (145.08) rounding out the top five.
The full top ten states are:
| Rank | State | Average Monthly Google Searches (Per 100,000 Residents) |
| 1 | Vermont | 173.11 |
| 2 | Wyoming | 168.51 |
| 3 | Alaska | 154.19 |
| 4 | Delaware | 147.71 |
| 5 | Rhode Island | 145.08 |
| 6 | North Dakota | 143.51 |
| 7 | South Dakota | 126.36 |
| 8 | New Hampshire | 124.22 |
| 9 | Maine | 121.02 |
| 10 | Montana | 120.79 |
Sharon Gautschi, Chief Merchandising Officer at Rugs Direct, suggested that quality of life and affordability initiatives may be key drivers for this interest.
“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,” Gautschi noted. She specifically highlighted state-run programs in Vermont, like those offered by VHFA.org, which provide affordable mortgage options and down payment assistance, as crucial support for first-time buyers facing rising home prices.
Wisconsin Shows Least Interest
Conversely, some states are exhibiting significantly less interest in home buying. Wisconsin has the least proactive home buyers in the study, with just 91.44 searches per 100,000 residents—a staggering 47% less than Vermont. Other states showing low interest include Oklahoma (91.81), Iowa (91.88), Alabama (92.90), and Michigan (92.97).
The low search rates in these states may reflect the reluctance of potential buyers who are discouraged by escalating prices and a volatile market. As affordability remains a primary hurdle across the US, this disparity in search interest reveals a divide in how Americans are engaging with the challenging 2025 housing landscape.
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