BLOG

Analyzing U-Haul's 2024 Migration Trends and Their Impact on Greenville’s Real Estate and Affordable Housing

Significance of U-Haul’s Migration Data

U-Haul’s migration trends, derived from the net gain of one-way truck rentals, serve as a robust indicator of migratory patterns across the United States. For 2024, South Carolina led this index, followed by states like Texas, North Carolina, and Florida, which consistently attract new residents due to their economic opportunities and quality of life.

Southern states, including South Carolina, have become magnets for relocation, partly driven by their economic resilience and job opportunities. Industries such as technology, manufacturing, and automotive sectors are burgeoning, offering substantial employment opportunities while maintaining a lower cost of living compared to traditional hubs like New York and California​.

The influx of residents, as demonstrated by U-Haul’s data, is impacting Greenville’s housing market by driving up demand and consequently prices. For example, over 51.7% of U-Haul movers in South Carolina were arrivals, meaning half of al Uhaul's booked where coming in from a different state.

In collaboration with NOAH Property Management, Affordable Upstate leverages a robust, data-driven strategy to refine our multi-family portfolio and management approach. Esteemed for its innovative and tech-driven methodologies, NOAH plays a pivotal role in shaping the landscape of unsubsidized affordable housing in Greenville, SC.

Managing all our properties with a strong emphasis on economic mobility, NOAH ensures that our multifamily portfolio aligns with current migration trends, but most importantly community needs.  Their significant role extends across 23 communities and involves managing housing and community engagement for approximately 3,550 residents, highlighting their substantial impact and commitment to enhancing the local housing landscape.

To better understand the demographic shifts affecting Greenville and to tailor our services appropriately, we have conducted extensive research by analyzing traffic on NOAH’s website over the last 12 months. This data collection effort helps us pinpoint exactly where interest in our properties is originating from, providing us with invaluable insights on lead source targeting and demographic shifts.

Our findings closely mirror the migration trends highlighted by U-Haul’s 2024 report, which underscores Greenville's growing appeal. Notably, there's a substantial influx of users from states such as New York, Virginia, and Florida—regions known for their higher cost of living. This correlation not only validates our strategic directions but also reinforces the need for preserving and developing affordable housing solutions that cater to a diverse clientele, seeking more affordable living conditions and a better quality of life.

National Recognition: Greenville's Rank as a Top Living Destination

We've long known of Greenville's rising popularity, as evidenced by its consistent ranking among some of the top places to live in the United States. This is further validated by recent accolades such as being named one of the top five places to live by U.S. News & World Report, which praises Greenville for its vibrant arts scene and expanding job market (read more). Additionally, Travel + Leisure highlighted Greenville as the best place to live in America, noting its friendly atmosphere and affordable living (read more). These recognitions reflect the city’s growing reputation as a desirable destination not just for its affordability but also for its overall quality of life.

Affordable Upstate’s Perspective

As a key player in the affordable housing sector, Affordable Upstate leverages these migration trends to refine and validate its strategic approach to housing development. The data not only confirms the growing demand for affordable housing but also highlights the urgency of expanding our development efforts to prevent housing shortage crisis already present in Greenville, SC. 

Strategic Approach 

Our commitment is towards developing housing solutions that are both affordable and sustainable. This means building homes that are economically viable for residents and environmentally responsible. We prioritize using innovative building techniques and sustainable materials that help in reducing the overall environmental impact. 

Our development strategy emphasizes community integration. We prioritize the creation of housing that supports a sense of community and fosters connections among residents. This involves designing developments that are not only housing solutions but also community enhancers, featuring communal spaces, access to public services, and amenities that encourage social interaction and community engagement.

The influx of new residents, as highlighted by the latest migration trends, is amplifying the demand for affordable housing in Greenville. This growing need underscores a crucial challenge: current development trends are predominantly skewed towards high-end residential projects that are financially out of reach for the broader population. This mismatch between supply and demand is exacerbating the housing affordability crisis, making it increasingly difficult for many residents to find suitable and affordable housing.

Affordable housing is more than just a basic necessity; it's a foundational component of economic stability and quality of life in any community. As Greenville continues to attract a diverse range of residents, the availability of affordable housing becomes critical to sustaining the city’s growth in an inclusive manner. Without adequate affordable housing, the city risks increased displacement and segregation, which can lead to broader social and economic divides.

In response to this pressing need, Affordable Upstate is at the forefront of advocating for and implementing strategies that support the development of affordable housing. Recognizing the pivotal role that housing policy plays in preserving affordable housing, we are actively pushing for several key initiatives:

• Tax Incentives for Developers: By advocating for tax incentives, Affordable Upstate, in collaboration with the Southeast Affordable Housing Association (SAHA), aims to make it more financially viable for developers to invest in affordable housing projects. These incentives can help offset the higher costs associated with building affordable units, making such projects more attractive and feasible for developers.
• Zoning Law Adjustments: We are working with local government bodies to adjust zoning laws to allow for higher density housing developments. These changes are crucial for maximizing land use and making it easier to build affordable housing units within the city limits. By promoting smarter, density-friendly policies, we can significantly increase the supply of affordable homes.
• Direct Support for Affordable Housing Projects: Affordable Upstate collaborates with various stakeholders to secure direct funding and support for affordable housing initiatives. This includes accessing grants, public-private partnerships, and community investments that directly contribute to the development of affordable units.

The efforts to expand affordable housing in Greenville are not just about constructing buildings but are central to fostering a community where every resident has the opportunity to live affordably and comfortably. These initiatives contribute to the economic diversity and vibrancy of Greenville, making it a more attractive place for people from all walks of life. As we continue to witness an influx of new residents, the focus on affordable housing ensures that Greenville grows as a cohesive, inclusive community that offers opportunities for all its residents.



By addressing these issues head-on, Affordable Upstate is committed to shaping a future where affordable housing is not an afterthought but a cornerstone of urban development strategy. This commitment to affordable housing is essential for maintaining Greenville's diversity and vibrancy, ensuring it remains a welcoming community for everyone.

The convergence of migration trends and housing demands presents a unique opportunity for visionary investors and community partners. Greenville stands at a pivotal moment – one where strategic investment in affordable housing can yield both social impact and sustainable returns.


In partnership with NOAH Property Management, we've built a robust foundation for creating sustainable, affordable communities that serve our diverse and growing population. Our data-driven approach ensures that every development not only meets current needs but anticipates future demands.

As Greenville continues to attract new residents and businesses, the decisions we make today will shape our community's future for decades to come. The opportunity before us isn't just about real estate development – it's about building a more inclusive, vibrant, and sustainable Greenville that works for everyone.

We invite forward-thinking investors, developers, and community partners to join us in this crucial mission. Together, we can ensure that Greenville's growth story becomes a model for balanced, sustainable community development that preserves affordability.



Contact our team today to explore how you can be part of Greenville's transformative journey toward inclusive growth and sustainable community development.