Every year, the U-Haul Growth Index provides one of the clearest pictures of where Americans are moving. These insights are not based on surveys or homeowner intent, but on real one-way moving data. For 2025, that data tells a familiar but important story: Texas is back on top as the #1 growth state, with several others continuing to see strong inbound migration.
For service-based businesses (especially moving companies and home service contractors), population movement is a leading indicator of future service demand.
Using data from U-Haul’s 2025 Growth Index, here’s what current migration trends reveal about where opportunities are forming, where competition is rising, and how service businesses can adjust their marketing accordingly.
Most Moved-To States In 2025
U-Haul’s Growth Index ranks states based on net one-way moving traffic. In simple terms: where more people are moving into than they are out of.
For 2025, the top 5 states that saw the most growth include:
- Texas (back at #1)
- Florida
- North Carolina
- South Carolina
- Tennessee
On the other end of this spectrum, states like California, New York, New Jersey, and Illinois continue to see outbound movement, with more residents leaving than arriving.
Both sides of this trend matter for home service companies building marketing and business strategies to tackle 2026.
Why Population Data Is Critical for Moving Companies
For movers, population movement is demand-forecasting in its purest form!
Inbound growth states represent:
- Increased long-distance moves
- Higher volume of booked relocations
- More competition for visibility as demand rises
Outbound states matter just as much:
- People leaving still need movers
- Storage, packing, and downsizing services remain in demand
- Exit-heavy markets often favor companies that can move fast and target the right audience
In 2026, smart moving companies can:
- Run inbound-focused campaigns in growth states
- Promote long-distance and interstate services in outbound markets
- Adjust ad messaging to reflect relocation trends (“Moving to Texas?” or “Leaving California?”)
- Scale visibility before competition and ad costs spike
Population movement creates opportunity on both sides of the move. The key is strategically aligning marketing with where people are going to and coming from.
How Home Service Businesses Can Plan Ahead With National Moving Data
For home service contractors, movers are often the first signal of future demand.
New residents mean:
- Homes without established service providers
- Increased demand for HVAC installs, plumbing work, electrical upgrades, roofing inspections, and maintenance
- Customers who are actively searching and ready to book
Growth states increase population while simultaneously creating entirely new customer bases.
At the same time, contractors in outbound states face a different challenge:
- Slower organic demand
- More competition for fewer leads
- Greater need for smarter targeting and stronger conversion strategies
In both scenarios, migration trends help contractors understand whether they’re operating in a growth market or a defensive market, and their marketing strategy should change accordingly.
The Overlap: Demand Shows Up Before Competition Peaks
One of the most important insights from migration data is timing. Movers experience the demand surge first, contractors benefit shortly after, then competition and ad costs begin to rise later.
Businesses that pay attention and strategize early on can work to establish brand presence before markets get too crowded. This will allow them to capture high-intent customers before CPCs (cost per click) increase. They can build long-term customer relationships while their competition catches up. Now, data-backed marketing decisions are beginning to pay off!
Practical Ways To Strategically Use Migration Trends In Marketing
While this data directly relates to moving companies, any home service contractor can benefit from understanding how population movement drives their marketing strategy.
Some practical ways businesses can apply this information:
- Adjust ad budgets toward high-growth states and metros
- Customize messaging based on inbound vs. outbound movement
- Prepare for increased demand before peak seasons hit
- Monitor lead quality as markets heat up
- Invest in visibility early rather than reacting late
Migration data doesn’t replace marketing fundamentals, but it does give businesses context for making smarter decisions.
Implementing Moving Data Into Your 2026 Marketing Plans
Population movement is a clear signal of where service demand is heading next. Movers capture the moment of transition, contractors benefit from what follows, and businesses that align their marketing strategy with these trends are better positioned to grow, even as markets shift.
At VIIRL, we help moving companies and home service businesses translate market data into marketing strategies. By combining migration insights with strategic ad campaigns, lead tracking, and conversion-focused marketing, we help clients stay ahead of the demand.
If you’re ready to take your marketing up a notch but aren’t sure where to begin, start with a free marketing audit from VIIRL. Whether or not you choose to work with us, we’ll get you started with a marketing checklist for success.
