By Christie Goldman, Realtor®
In recent years, states like West Virginia have experienced a quiet shift in the luxury real estate space. What used to be a purely local market—driven by in-town moves and regional buyers—has grown increasingly national. According to a recent Redfin migration report, more buyers are relocating to rural or small metro areas in search of lifestyle, space and value. For agents in these markets, that shift has major implications.
The Rise of Luxury Relocation
In Charleston, WV, we’re seeing an uptick in buyers relocating from states like Florida, Virginia, Ohio, Colorado and New York. They’re looking for move-in-ready homes, premium finishes and access to nature—without the traffic and cost of major metros.
But while demand has evolved, the marketing hasn’t kept up. In many small markets, listing photography is still basic, video tours are rare and the agent’s online presence is minimal. That’s a missed opportunity.
A Shift in Strategy: Think Like a National Marketer
I’ve started applying big-market techniques to small-market listings—integrating:
- Agent-guided voiceover tours
- Custom QR-code signage at showings
- AI-enhanced visuals and virtual staging
- National ad targeting by income and geography
- Room-by-room print and video storytelling
In 2025, this approach has helped me surpass $10 million in sales by June, with multiple sales over $1 million. Just as importantly, it’s changing how out-of-state buyers view Charleston—and what they now expect from listings here.
The Takeaway for Agents in Emerging Markets
As national publications continue spotlighting states like West Virginia for their livability and lifestyle, agents have a unique opportunity to elevate their positioning. It’s not just about having the listing—it’s about knowing how to present it to buyers who don’t know your town yet but are already dreaming of it.
Sidebar: Quick Stats on the Small Market Surge
- Net In-Migration: West Virginia ranked among the top 10 U.S. states for net migration gains per capita in 2024 (Sources: U-Haul Migration Trends, United Van Lines Annual Movers Study)
- Luxury Inventory Shift: Charleston, WV has seen a 60% increase in homes listed above $750,000 since 2021 (MLS data, internal tracking)
- Out-of-State Buyers: Over 30% of my 2025 buyers have relocated from states like Florida, Colorado and New York
- National Media Attention: Travel + Leisure, Southern Living and National Geographic have all featured West Virginia for its outdoor lifestyle, affordability and small-town charm within the past 18 months
- Digital Engagement: Listings with video or voiceover tours receive 2–3x longer viewing time on mobile compared to static photo-only listings (Based on tracking across platforms)
Christie Goldman is a Realtor® with Better Homes and Gardens Real Estate in Charleston, WV.