In the heart of America, a quiet revolution is taking place. Rural communities, long plagued by population decline, are discovering a new lease on life thanks to an unexpected ally: remote work. As digital nomads seek greener (and often more affordable) pastures, small towns are rolling out the welcome mat – and reaping the rewards.


But how exactly are these communities turning the tide? During a panel discussion at the 2024 

 Summit community leaders from several successful rural relocation programs offered valuable insights on attracting and retaining remote workers to their communities. The panelists were:

Colby Hall, Executive Director at Shaping Our Appalachian Region, Inc. (SOAR)

Kristal Painter, COO of Discover Southern Indiana

Kelly Gourley, Executive Director of the Lincoln County Economic Development Foundation in Kansas


Let's dive into why they say remote workers are the answer to combatting population decline and the strategies they are implementing to breathe new life into rural America.

Watch full video of the panel at Stand Up Rural America


The Remote Work Renaissance: A Golden Opportunity


For decades, the narrative in rural America has been one of exodus. As Gourley puts it, "We have been losing people for the last 100 years. If you look at our demographics, Lincoln's population was the highest in the 1940s and we've been losing people since then. However, the rise of remote work presents a unique opportunity to reverse this trend.”


Painter says she also saw the writing on the wall: “We launched our program to help attract remote workers to the area in the summer of 2021 when remote work was becoming very popular. We have a lower cost of living and great quality of life so we thought it was a great time to introduce that to people who were now experiencing the ability to work from home or work remotely from anywhere.”


The shift is so profound that Gourley notes, "Economic development is no longer,’ recruit the business and people will follow, it's recruit the people and the business will follow’." This paradigm shift is reshaping how rural communities approach growth and sustainability.


Why Rural Communities Are Betting on Remote Workers

With traditional industries like coal mining on the decline, communities need new sources of revenue. Hall explains, “If we don’t get more people to replace the tax base we lose with the decline of the coal industry which impacted our schools when families moved out of the area which then impacts the state income we receive for our public schools, everything else is going to be a lot harder.”

New residents come from different backgrounds or countries and this diversity can fuel innovation and entrepreneurship. Painter boasts, "We have over 70 movers from 23 states and 5 different countries including Costa Rica, Ecuador and Malibu Beach in California."

Remote workers often bring spouses to the local workforce or sometimes end up joining themselves. These new residents bring a fresh perspective and a wider range of skills to the community. Gourley explains “We’ve had some of our remote workers eventually quit their jobs which made some of our stakeholders worried about the loss of income but then they joined the local workforce or brought spouses with them that took jobs in industries like healthcare and education which was a further benefit to our community.”


5 Winning Strategies from Successful Rural Relocation Programs


It's not just about attracting people; it's about making them feel at home. Successful communities are:

Showcasing local resources, cost of living and quality of life

 to create a welcoming environment for newcomers and help them find the right community for their lifestyle

Hall notes, “When we get feedback on why people want to move to Eastern Kentucky it’s never about the financial incentive to move there, it’s the cost of living, quality of life, safe schools, it’s all those things that make Eastern Kentucky an attractive option.”

While financial incentives can attract interest, they're not the whole story:

Use financial incentives to de-risk the move

Focus on building connections and community integration

Get creative with welcome gifts that reflect local culture

Kelly Gourley shares, “The financial incentive is the hook, it's what gets people to click. But the connections will make them move and make them stay. We give them a dozen farm fresh free eggs every month for a year because we're an agricultural community and it aligns with who we are."

Success takes a village – or in this case, a network of local partners:

Collaborate with economic development organizations and chambers of commerce

Seek diverse funding sources to sustain programs

Offer personalized support by fostering connections to the community.


Painter explains, “We’ve developed a program that MakeMyMove helps us advertise on the platform where we host events every quarter. It helps us showcase our region and all of the things there are to see and do because we want to keep our movers. Events have included baseball games, kayaking and we even hosted a beach party. It shows people that once they move here they have a friend in us and that we’re going to keep that engagement going with them.”

One of the biggest challenges? Housing. But innovative communities are finding solutions:

Build relationships with local realtors and property managers

Provide newcomers with guidance in finding suitable housing

Consider creative housing solutions to meet demand


Painter advises, “One of our challenges has been lack of housing and each of our communities has been trying to address this issue. People aren’t going to list things on Zillow so we try to connect with realtors and property managers in our area so we know what types of housing are available. We're not expecting someone who lives in another state to make the connections. We've hosted people on tours and they've signed leases immediately so it’s been a successful strategy."

Measuring and communicating impact is crucial for long-term support:

Use tools like MakeMyMove's platform to track and demonstrate benefits


Educate stakeholders with concrete data to secure ongoing funding


Share success stories to build community enthusiasm


Hall says that Eastern Kentucky is planning on utilizing both technology and manpower to help with its future remote worker relocation expansion. “Expanding from 4 to 30 counties is going to help our housing stock. These leads come in and they’re hot leads! We have to respond quickly. Having someone full-time helps and the MakeMyMove platform does a great job of preselecting based on criteria.


Gourley also highlights the importance of data: "MakeMyMove just recently rolled out a new tool that provides reports that show the economic impact the program is having... which makes [stakeholders] more open to providing funding."


As Hall succinctly puts it, the key to success is to "just do it." While the road may not always be smooth – Gourley admits, "Not every board member voted for this. It was a tough conversation" – the potential rewards are transformative. Painter adds "Don't be afraid to ask MakeMyMove about other workforces you can attract. It's not limited to remote workers."


This is an opportunity for rural communities to evolve and embrace a new future. As Gourley concludes, "What MakeMyMove is to me, It's like Match.com for economic development directors. You are connecting 1:1 with people who have an interest in you and you have an interest in them." By harnessing the power of remote work, rural communities can attract new residents, revitalize their economies and create a vibrant future.


It's time to make that match and breathe new life into rural America. The future is calling – and it's got a great Wi-Fi connection.


At MakeMyMove, we help communities grow by recruiting new residents. To get your community started, 

Discover how rural communities are reversing population decline by attracting remote workers. Learn key strategies from successful relocation programs to revitalize your local economy and build a better future in rural America.

Lincoln County

French Lick

Pikeville

How to Attract New Residents to Your Rural Community: Lessons from Successful Communities

We are excited to announce a new feature in the 

: the ROI Dashboard. This powerful tool provides a real-time look at the economic impact of your recruitment efforts.

New residents are very valuable to their chosen destinations. They spend money and support the local economy, pay taxes, many will buy homes and bring kids to the local schools and so much more. All that activity generates economic impact. For instance, the school system might hire more teachers to accommodate new students. Or the local coffee shop might hire more staff and will pay incremental taxes as they meet the increased demand. To generate these estimates, 

 uses the IMPLAN input/output model to calculate the induced economic output of the workers and supplement that output with the expected state and local income taxes these workers pay in each region.

Economic Development projects often require significant time and resources before yielding tangible results. However, recruiting remote workers allows communities to grow their economies and do it quickly. MakeMyMove’s ROI Dashboard offers a real-time look at the economic impact of these efforts, providing invaluable insights for decision-makers and stakeholders alike.

Using individual mover income information, we calculate the new annual economic output and tax impacts of your new residents.

 - Utilizing IMPLAN, an industry-standard input-output model, we calculate your new residents' economic impact on the community. This feature not only showcases immediate benefits but also projects the value of the program into the future.

 - Measures how much new movers are contributing to the community's tax base each year, highlighting the fiscal advantages of resident recruitment efforts.

 - By estimating the potential value of the current pipeline of movers, the dashboard helps communities forecast future economic gains and plan accordingly.

- You can view total applications, likes and impressions from potential movers.

Economists and economic developers widely use IMPLAN for this purpose. According to IMPLAN, their models are "based on the work of Nobel Prize winner 

. The foundational concept is that all industries, households, and government in the economy are connected through buy-sell relationships; therefore, a given economic activity supports a ripple of additional economic activity throughout the economy." To achieve this, they gather data from a large variety of federal sources, convert them to a consistent format, and control the newly formatted data against other known data sources to maintain accuracy. Learn more about how 

One of the most significant advantages of the ROI Dashboard is its ability to provide transparent economic returns. This level of clarity is crucial for garnering support from community leaders, taxpayers and other stakeholders. By demonstrating the concrete benefits of resident recruitment initiatives, communities can justify their investments and build confidence in their economic development strategies.

Stay tuned for more updates to the dashboard as we continue to make it easier for our program owners to see the impact of their efforts.

At MakeMyMove, we help communities grow by recruiting new residents. To get your community started,

This article showcases MakeMyMove's newest feature in the mover recruitment studio. The ROI dashboard is a powerful tool that helps communities understand the real time impact of their efforts to recruit remote workers. 

Revolutionizing Economic Development: Real-Time ROI Tracking for Resident Recruitment

New Exciting Features in the MakeMyMove Mover Recruitment Studio

At MakeMyMove, we're constantly listening to our 

 and people considering a move to a new community. Based on that feedback, we're excited to announce new features in our Mover Recruitment Studio—designed to make connecting with potential movers simpler and more effective.

Our new Tasks feature streamlines interactions by automating crucial steps in the mover engagement process. Now, program owners and the MakeMyMove Mover Guides can create tasks directly from the Mover Recruitment Studio dashboard. Whether it's sending a welcome message, or scheduling a call to discuss housing options, these tasks help to ensure nothing falls through the cracks. Automated reminders and scheduled tasks activate at key points, so you can spend more time customizing messaging and helping your applicants.

Communication is key, which is why we've enhanced our platform with  texting capabilities. Early results show that movers have a 17% increase in task completion when communities use texting to interact with movers. This feature not only speeds up the communication process but also allows for immediate engagement, proving that a quick text can make a big difference in someone's moving experience.

These updates are just part of our commitment to enhancing your experience. We're dedicated to rolling out new functionalities that make our platform more user-friendly and responsive to your needs. As we continue to evolve, your feedback is invaluable in shaping the future of MakeMyMove.

We're excited to see how these new features will help our users and communities thrive. Stay tuned for more updates as we continue to make it easier and faster for communities to connect with potential movers.

Discover how the latest features in MakeMyMove's Mover Recruitment Studio streamline communication, making connecting with potential movers simpler and more effective.

New Features in the Mover Recruitment Studio Enhance Communication With Potential Movers

When the Wall Street Journal ranked Evansville, Indiana as one of the 

, Abby Elpers, Director of Marketing for 

 (E-REP), knew that it was due in part to the area's culture of inclusivity and belonging. Solidifying its reputation as a place where people from all walks of life can feel at home. “We’ve got a lot of representation and diversity here that you wouldn’t expect in the Midwest,” says Ashley Riester, President of River City Pride.

E-REP represents a four-county region in Southwest Indiana. While looking for new ways to stimulate population growth in the area, E-REP connected with MakeMyMove. "We knew remote work was a growing trend and we saw a chance to attract new residents and boost our economy partnering with MakeMyMove,” says Abby Elpers, Director of Marketing for E-REP.

In partnering with MakeMyMove, E-REP was able to amplify the community motto, e is for everyone, through its authentic voice to attract remote workers seeking an affordable lifestyle. “What made the program enticing is that we weren't asking people to move here for a specific job. They already had a secure job as a remote worker and they just had to choose Evansville as the community that wanted to relocate to. So, that put pressure on us and how we would sell our community. It was a risk, of course, but a risk we were willing and happy to take,” says Elpers.

The risk has paid off handsomely as remote workers nationwide have embraced Evansville for its realness and uniqueness. Many like mover Joseph, who traded his busy life in New York City for a backyard full of bunnies. “Utilizing the MakeMyMove program has been a fish-in-a-barrel tactic for increasing the area’s population growth and bringing people to our community that are excited and want to get involved,” Elpers says.

Personalized Engagement Facilitates Deeper Local Connections

While the financial incentives and application process are streamlined through MakeMyMove's platform, the program's success is rooted in E-REP's personalized efforts to attract interested remote workers to the community by analyzing applicants' backgrounds and preferences and tailoring responses to showcase Evansville's offerings relevant to each individual.

“We focus on creating a personalized approach so they feel that one-on-one connection and are comfortable asking us questions," says Elpers. “If they contact us and have questions about housing or if we see on their application that they have children, I’ll be sure to include that information in my response, so they know I’ve personally read their application and care about what matters most to them in finding the right community. I respond to applicants who have lived in the area before with a “welcome back” instead of “welcome to Evansville” - little things like that can make a big difference.”

Riester agrees and says that they take a similar approach, “I've reached out to several applicants who were interested in the LGBTQ community here and sent them relevant information including the date of our annual Pride Festival. I think that's a big selling point for them because you don't think of Indiana and queerness in the same sentence typically but we're everywhere and that gets them excited to feel a sense of belonging here.” Riester also says that personal touch is executed in their mover boxes. “We give each mover a box with their name on it which contains items such as an event calendar, newcomers guide to the region and local merchandise.”

Contrary to initial expectations Elpers says that she was surprised that the majority of movers had no prior connection to the area. “We thought that we would have more people with a previous tie to our region interested in moving back here but it turns out that two-thirds of them didn't. Some returned home to be near family or aging parents but a lot of them had never even heard of Evansville and were willing to move across the country from states like Texas, Illinois, California, Utah and New York. We actually have a map of all the areas movers have come from and it's fascinating because the dots are just everywhere.”

Instead, she says they were drawn by factors such as affordability and the desire for a change of scenery. “A slower pace of life is a common reason we hear along with affordability. Some people are excited about being able to experience all four seasons or want something new. One mover from Florida was excited that her dogs got to see the snow for the first time.”

Another motivating factor for some movers has beenEvansville's identity as a community of acceptance. One of the ways Evansville showcases its diversity is through its 

campaign which promotes inclusivity in the local community.

According to Elpers and Riester, several movers have helped promote the community through word of mouth. One mover and his wife who relocated from Illinois not only bought a home sight unseen based on the community's appeal but they're actively recruiting their friends and family to move there. As Elpers joked, " I'm like 'Jeff, thank you for doing our job for us.'" Additionally, his wife found a job in the community and in doing so - is supporting the local workforce.

Another mover surprised everyone by securing several grants for Evansville. “Logan was one of our first movers and he's a bit of a celebrity around here. He has gotten several grants from the U.S. Department of Energy and it’s generated a significant amount of money for us. He also recently partnered with the University of Evansville’s Center for Innovation and Change to support the work of his non-profit, Circular Venture Lab. The funds will be used to create the Evansville Energy Nucleus, which will highlight resources for manufacturers considering a move to the region. We weren't expecting that level of impact," Elpers admitted. "It showed us the potential these newcomers bring."

Evansville positioning itself as an inclusive and welcoming destination for individuals seeking a new place to call home along with its partnership with MakeMyMove has proved successful in attracting remote movers to the area. To qualify for the program, movers can move anywhere in Vanderburgh County. Since the program started it has:

Moved 30 new households and 64 people to Evansville.

Experienced 171,702 Unique Page Views to content about Evansville on MakeMyMove.com.

Attracted remote workers with job titles like Software Engineer, Remote Learning Lead, Executive Director and Remote Nurse to the region.

Brought an average household size of 2.1 and an average household income of $127K to the community.

Provided Evansville $3.5 million in new annual economic output.

Elpers says that without E-REP’s relationship with the Indiana Economic Development Corporation (IEDC) and the funding they received from the Eli Lily Foundation along with their partnership with MakeMyMove, none of this would have been possible. “Our program has been successful, and our numbers look great on paper but when we can impress our Board of Directors and local leaders start to hear and understand the value in the program, that’s when it all comes together.” Abby and Ashley both mentioned their gratitude for the support received from the Mover Guides. “They are excellent at answering our questions or addressing any concerns we have, and it’s impressive that they never confuse our movers or program with anyone else’s. We appreciate them being so on top of things all the time.”

When it comes to the future, Elpers feels confident that movers will continue to flock to the Evansville area. “One of the movers who relocated from a large metropolitan area said that he thinks Evansville is up and coming and that we're here on the ground floor of something really special and how excited he was to see the growth that's coming, especially with our revitalized riverfront, and all the changes planned for the community in the next several years. It’s encouraging to hear people who have lived in other vibrant communities come here and decide this is where they want to belong.”

Discover how Evansville, Indiana's economy is growing through individual connection with potential movers and community engagement. Explore the initiatives driving growth, fostering partnerships, and attracting remote workers to Evansville's hub of opportunity.

Evansville

Evansville Recruits Remote Workers Through Facilitating Local Connections

Perry County, a rural community on the banks of the Ohio River in Indiana, wanted to grow its population and optimize its economic development efforts. Recognizing the need for proactive measures, Erin Emerson, President and CEO of Perry County Development Corporation (PCDC), started exploring incentive programs to attract new residents in 2015. Despite some success through the Pick Perry Population Project, a lack of funding and infrastructure hindered her progress.

In 2021, Emerson learned about MakeMyMove, a company dedicated to facilitating remote worker relocation, and the Indiana Economic Development Corporation’s (IEDC) initiatives to support such programs. Recognizing the potential for a structured and performance-based approach, she reached out to MakeMyMove.

“Knowing that it was an Indiana-based company was appealing and we really enjoyed working with everyone on the Client Success team,” Emerson says. “I also think that the timing and the way the workforce was evolving due to COVID was a big deciding factor. MakeMyMove had the foresight to see this as an opportunity to recruit remote workers to communities like ours and we were impressed with what they were already able to accomplish.”

One of the key advantages of the partnership for Emerson was that it could quantify the program's impact through measurable ROI and analytics. "One of the things that I think is most beneficial on the administration or the community side is having those ROI numbers," Emerson emphasized. "We know we want to attract people to Perry County but we also need to be able to quantify the impact. Additionally, the funding from IEDC made the return on investment worth it."

Additionally, MakeMyMove’s Mover Recruitment Studio platform allows Shiraz Mukarram, Marketing & Special Initiatives Manager at PCDC, to access and review mover profiles and applications so he can do his job more effectively. "Each day, I get to see mover's profiles come in through the platform and read through their applications,” Mukarram says. “This has given me a lot of insight into what they love about Perry County and I’m able to be strategic about the photos and videos I upload to the Mover Recruitment Studio to highlight what makes Perry County such a great place to live."

Personalized Outreach and Customized Templates

Mukarram also says that he has recognized the importance of personalized outreach and fostering a sense of belonging for new residents. As someone who has recently relocated to Perry County, he is able to use the customized email templates as one of the tools MakeMyMove provides him with for initial outreach so that he can share his own story to establish a connection with applicants.

"One of the first automated emails that we send to movers when they apply to the relocation program tells my story about moving to Tell City in Perry County and how I was in their shoes just a year and a half ago. Even though I didn't know about MakeMyMove at the time and wasn’t able to utilize the program, I think they feel a lot at ease that this person knows what he's talking about."

Leveraging Local Connections for Housing Solutions

Housing is a critical concern for many prospective movers, and Emerson says that PCDC leverages their local connections to help find suitable options for their movers. "Sometimes the information about housing options online is limited, especially in rural communities. If we connect with prospective movers or when they are starting the process of relocating, we can use our own “underground” network of connections to find them housing. So even if a home or apartment might not be listed yet, we know that it's undergoing a renovation or the current tenants are getting ready to move out and it will be available when an applicant and their family is ready to move here.”

Mukarram added, "I always try to make sure that I tell movers that the properties they find online are not their only options. And that I have connections with realtors and locals who I can reach out to help them find them exactly what they are looking for.”

Recognizing the importance of social connections, PCDC makes concerted efforts to introduce new residents to each other and facilitate their integration into the community. "I always tell movers that if they are interested in getting to know other movers or members of the community that they share common interests with once they move here, we will help them get together over lunch or dinner so they can start to feel more acclimated to their new community," shared Mukarram.

Emerson highlighted this personalized approach, stating, "I feel like we try to leave that door open at all times and make sure that they know that if they want to meet people in the community to just let us know. Additionally, part of the incentives we offer in their relocation package includes two tickets to our annual Farm-to-Table dinner, Concert & Fun in the Park. This is an event hosted by our local Perry County Quality of Life committees every year and I think that it’s just a great opportunity for movers to meet a lot of different people in the community while enjoying local food, wine and beer and listening to music from local musicians. It’s a great way to get involved and feel like you belong here."

The partnership between PCDC and MakeMyMove has yielded remarkable results, attracting new residents and facilitating the return of former residents with deep ties to the community. The program has moved 8 new households with a combined total annual income of $791,000. These seven new households are made up of 20 new people who are generating $347,822 in new annual economic output for Perry County. By utilizing funds from the Lilly Endowment and matching funds from the IEDC to help pay for the program, Perry County has been able to see a return on investment of $12 for every $1 spent on recruiting remote workers.

Success stories abound, with movers expressing appreciation for Perry County's natural beauty, cost of living and welcoming community. 

 who relocated from Florida, were particularly enamored with their new home, with Mukarram sharing, "He's over the moon and so appreciative that he moved his family here and I don't think he's looking to ever move again."

Beyond attracting new residents, the partnership has also facilitated the return of individuals who had family ties to the area. As Emerson remarked, "I just think that recognizing the value of re-attracting individuals with deep roots in the community is important.”

The innovative partnership between MakeMyMove and PCDC has proven to be a catalyst for community growth and revitalization. Through the Mover Recruitment Studio platform, Perry County officials gained invaluable insights into prospective movers' preferences and aspirations, enabling targeted outreach and tailored solutions. Additionally, by leveraging data, personalized services and structured processes - the community has not only attracted new residents but has also laid the foundation for addressing critical gaps in services.

Moreover, by tapping into local networks and connections, the PCDC effectively addressed housing concerns, a critical factor in retaining new residents. The personalized approach, including customized templates for initial outreach and facilitated social connections, fostered a sense of belonging and community integration and the ability to upload photos and video allows them to capture what makes Perry County such a great community to live in.

As the partnership continues to evolve, Perry County remains committed to leveraging MakeMyMove's resources to attract diverse talent and fill employment gaps, further enhancing the community's vitality and quality of life.

Discover how Perry County's innovative partnerships and personalized community integration strategies are driving economic development by attracting remote workers and revitalizing the community. Learn about the success of the Perry County Development Corporation (PCDC) and MakeMyMove, achieving a significant return on investment and enhancing local quality of life

Perry County

Perry County Case Study: Accelerating Economic Growth through 1:1 Marketing

Cities and towns across the U.S. are facing unprecedented growth challenges in the form of labor shortages and declining population growth. Every year, states and municipalities spend $70B to grow their economies, but most of these dollars are focused on attracting more employers, not people.


As many as 23 million Americans are expected to move in the coming years as a result of remote work. This is an unprecedented opportunity for communities to benefit from the economic impact remote workers bring while simultaneously growing the workforce and population.

MakeMyMove helps communities grow by recruiting new residents who bring a job (and all of its economic value) with them. Our platform enables communities to promote themselves on a national stage to a highly targeted audience, engage with move-ready people on the site, and execute a recruitment process that generates immediate return on investment.

Communities who work with us recruit new households that bring:

26% of relocated households bring a spouse that will work for a local employer 

Over 80% of relocated households have a bachelor’s degree

New population in form of children who attend local schools and seed growth for the future

For every dollar invested in our programs by our community partners, an average return of $8 is realized by the end of year one.

ROI is long lasting - over 90% of our movers stay longer than a year in the community where they moved.

Create a value proposition that highlights the people and places in your community 

Give you access to a highly targeted audience of people looking for a new place to live 

Generate a pool of qualified applicants who want to relocate to your community 

Build proprietary tools and technology for communities to convert applicants into residents.

Calculate and report precise ROI numbers based on each household’s income and makeup

Provide expertise in program development and execution, including funding strategies

Unlock the potential of remote work to drive economic growth and population expansion with MakeMyMove. Our innovative platform empowers communities to attract high-income remote workers, delivering new jobs, tax revenue, consumer spending, and a highly educated workforce. Learn how we help towns and cities across the U.S. overcome labor shortages and declining growth, achieving an impressive $8 return for every dollar invested. Start transforming your community's future today.

An Overview of MakeMyMove

Each year, states and municipalities in the U.S. spend more than $70B to grow their economies. It’s a noble pursuit. For any community, growth is life, and decline is a scary prospect.


I’ve spent the last few years criss-crossing the country talking to economic developers and community leaders, whose job it is to bring economic prosperity to their regions, about the challenges they face. I hear that traditional economic development projects can be expensive and slow, many requiring up-front infrastructure investments. Developers worry that the expected payoff won’t materialize if a business fails to live up to their commitments - and many don’t. Plus, most communities & employers worry their regions don’t have enough people to fill the jobs that are being created.


The incentives to attract these projects are typically geared toward the employers themselves. It’s a model that has worked for decades, and continues to be effective as we compete with the rest of the world - but as the demographic challenges of workforce and population continue to persist, it’s important for states and communities to explore other ways to grow their economies.


We’ve developed an approach that doesn’t get the fanfare of a ribbon cutting or headline, but is highly effective, low risk and has the added benefit of growing the workforce and population. What is it? Remote workers.


Tens of millions of professionals in the U.S. are fully-remote, and free to move about the country as they see fit. Their chosen destination will reap an economic reward. These workers are educated and well-paid. They pay taxes. They buy & build homes, and they spend with local businesses. Their families attend schools, churches and other local establishments. Trailing spouses can fill a local job. And the worker becomes a member of the local workforce, able to be recruited by area firms.


I like to think of it as an economic pipeline: when a community like Muncie, Indiana is able to recruit a remote working software engineer with an income of $250,000 from Boston, they’ve effectively created a pipeline of new money (a lot of new money) directly from Boston straight into the Muncie economy. We worked with Drew Klacick, Senior Analyst with the Indiana University Public Policy Institute, to help us quantify the value these workers bring. It turns out that a remote worker making $100,000 per year who relocates to Muncie brings $83,000 in new economic output each year. That’s fast, tangible impact.

Check Out Muncie, Indiana's Community Page

It’s because of that impact that many communities have quietly started to turn a portion of their economic development budgets towards recruiting individual remote workers through incentives. It’s working.


In Indiana, the Indiana Economic Development Corporation is implementing a first-of-its-kind statewide program by providing supplemental funding to local municipalities that want to recruit remote workers of their own. So far, 27 communities have joined the effort, and in the first two years of the program, have landed more than 389 new households and 901 new citizens for the state. The average income of these households is $108,000. 80% of the workers have a bachelor’s degree or greater. A quarter of the households bring a spouse who will take a job with a local business. Half of the households bring kids. In all, these new Hoosiers will generate $36.7M in new economic output and will create 220 new jobs each year. Imagine how much they will contribute over their lifetimes!


That is the equivalent of a headline economic development project (minus the ribbon cutting). Think about it - any project that creates 360 new jobs with an average wage of $108,000 in 2 years would be a huge win for the state and generate headlines. That’s $42 million in new annual wages for the state! Here’s the bankshot: every single one of these new jobs is filled by a new, incremental, tax paying citizen - many of which come with a family. And rather than one community benefitting from the new jobs and people, 27 different communities benefited and played a role.


Zooming back out, the sustained rise of remote work represents the most consequential societal shift in the U.S. since the Industrial Revolution. That event produced geographical winners and losers. Workers were forced out of heartland communities and into the job centers of major cities. Today, we are witnessing that dynamic in reverse. Workers are mobile, and many will move in the coming years driven by preference rather than profession. They are in search of quality of life, and a place they feel like they can belong.


The winning communities of this era will be the ones that do the work to welcome these workers and their families the best.

Discover the transformative power of recruiting remote workers as a low-risk, high-impact economic development strategy. Learn how communities like Muncie, Indiana, are pioneering this initiative to attract high-income remote professionals, yielding impressive results in new economic activity and job creation. A must-read for economic developers and community leaders seeking innovative solutions to economic growth challenges.

Muncie

The Best Economic Development Project You’ve Never Heard Of

Attracting Remote Workers: A Study of Radius Indiana and MakeMyMove

The rise of remote work has presented a unique opportunity for communities across the United States to revitalize their economies by attracting new residents. 

, a regional economic development organization representing eight counties in southwest Indiana saw an opportunity at the beginning of the pandemic to attract high-income talent to stimulate economic growth through a strategic partnership with MakeMyMove, a data-driven relocation platform.

In 2018, Jeff Quyle, President and CEO of Radius Indiana, set out to put in place a new long-term strategic plan to drive economic growth. He knew that for Radius to achieve its growth goals, a new vision was necessary. After careful evaluation, he decided it was time for a change. “Our prior strategy was very reflective of the old model of economic development which focused on enticing businesses to move to the area,” Quyle says. “When I along with our other Board of Directors looked at what the demographics and environment had become in recent years, we found that it was time to shift our focus from just focusing on how to attract businesses to move the area – to also targeting high-income talent through the growing remote work trend.”

After hiring a consultant to conduct a study on what different strategies were available for attracting remote workers to relocate to the area, one of the tactics included in the study was a partnership with MakeMyMove.

After reviewing the report, it didn’t take long for Quyle to connect with Mike Rutz, one of the co-founders and CEO of MakeMyMove to begin the conversation. Radius Indiana was immediately drawn to MakeMyMove's data-driven approach, collaborative work style and responsiveness. “The people at MakeMyMove have a reputation for understanding the value of data and how to aggregate large amounts of it to determine why remote workers would consider relocating and what factors could persuade them to move to our community. It was the most scientifically valid method I had heard of up to that point.”

The partnership also gave Radius Indiana access to the company’s Mover Recruitment Studio which helps communities engage and manage their pipeline of potential movers. Some of its features include:

Collect candidate data to help with recruitment

Engage and manage the pipeline of recruits

Deploy custom, automated messaging for each step of the process

Review and verify candidates’ applications, data and contact information all in one place

These tools give Radius the ability to market to and engage with users based on their unique characteristics. “Being in a rural region we have come to appreciate that there are unique attributes that are appealing to certain movers such as small school systems that parents can easily engage with and the ability to find a house with things like a yard and garden at a relatively affordable price.”

Quyle says that one of the first lessons he learned through the program is how crucial it is to quickly respond to potential mover's inquiries. “When a potential mover requests information and has a desire to understand what one of our communities has to offer, it’s important to put their needs first and be able to provide them with a reply as quickly as possible.”

Radius Indiana has also learned the importance of actively welcoming and engaging with new remote residents once they relocate to the area. These efforts include:

Hosting regular mover welcoming and networking events

Planning activities based on mover's feedback including hikes in Hoosier National Forest, a beach party at Patoka Lake and an immersive Amish cooking class

Serving as an ongoing resource for movers new to the area including offering assistance with finding housing, connecting with local businesses and accessing community services

The partnership between Radius Indiana and MakeMyMove has yielded positive results. As of March 2024, the program has attracted over 51 new households and 137 individuals to the region, with an average household income of $83,000. Based on household size and income, economic results generated by IMPLAN estimate that the new annual economic impact of this partnership at $2.76 million per year.

Kristal Painter, COO of Discover Southern Indiana says that the partnership has attracted movers from all over. “We’ve had people use the program to move from Costa Rica, Ecuador, Columbia, Scotland, and Guatemala and 19 states including California, Texas and Florida. The job roles of some of the new remote movers include Software Engineer, VP of Clinical Operations, Mechanical Engineer and attorney. Additionally, movers have come from diverse backgrounds, further enriching their communities.

As one example, Quyle shares a story of a couple from Peru who moved from Chicago to Orange County, Indiana with their four-year-old son. They left behind an expensive big city apartment in search of a smaller, safer community to settle down and raise their family. After touring the region, they signed a lease right away given the friendly culture and welcoming environment.

Painter also noted that combining MakeMyMove’s marketing expertise with tourism marketing for the region is something that they have found to be effective. “For both DSI and Choose Southern Indiana, we're essentially "selling" the destination or the region to a prospective visitor or resident. For the Choose Southern Indiana program specifically, we are also highlighting specific industries such as "defense" or "nursing" that just launched and the employers in the region while also marketing the housing available in each community. We like to highlight that the cost of living is lower in Southern Indiana but also explain at the same time that the quality of life is high and desirable.”

Radius Indiana's successful attraction and integration of new remote workers highlights these key lessons for micropolitan regions nationwide:

Modern digital recruiting can tap new talent anywhere

Compelling lifestyle and career messaging inspire interest

Community events foster ongoing engagement and retention

A partnership through MakeMyMove powered effective large-scale recruiting

Quyle says the information MakeMyMove has provided Radius Indiana on how the market is changing has allowed them to be adaptable to what trends are impacting potential movers to the area. “I think since the pandemic we’re seeing a continuing evolution in what remote workers are experiencing and it’s gone from everybody working remotely to a combination of hybrid and remote workers. The working population is shifting quite a bit and the folks from MakeMyMove are helping us stay abreast of what’s going on and how our message needs to resonate with these changes.”

Given its ongoing success, Radius Indiana plans to stimulate remote recruitment efforts in the coming years by:

Hosting mover integration events quarterly rather than biannually

Continuing to combine remote worker and tourism marketing

Ensuring participating counties dedicate resources to sustain the initiative

Monitor data and trends to optimize strategy

Quyle also says that none of this would have been possible without the partnership with the Indiana Economic Development Corporation. “We see the IEDC partnership as an important asset in two ways. One - it helps us with the cost of the incentive program. The IEDC financial partnership on top of the obvious community revenue payback that new residents bring to our region helps to make an even more convincing case for why we need to maintain this investment in our local population. The second important positive element of IEDC's engagement is that it gives credibility to our population attraction effort by demonstrating that the agency has evaluated this program and approved it as something to include in the economic development tool kit.”

Radius Indiana provides an excellent model for orchestrating and measuring rural remote talent initiatives. Their blend of modern digital recruiting and community-building engagement through their partnership with MakeMyMove can drive transformational economic outcomes for current and future regional partners. Other communities throughout the country can use a similar strategy to counter population decline through the attraction of remote talent.

Radius Indiana, an economic development organization in Southern Indiana, started recruiting remote workers to optimize and diversify their economic development strategy.

Dubois County

Orange County

Greene County

Martin County

Daviess County

Radius Indiana- A Case Study

 MakeMyMove is the country’s first and only online marketplace where remote workers can explore the communities that are incentivizing their relocations. Since launching in December 2020, we have helped more than 1,000 remote workers and their families find and relocate to new communities. MakeMyMove is founded and operated by former Angie’s List executives Bill Oesterle (Angie’s List co-founder), Mike Rutz (MakeMyMove CEO) and Evan Hock (MakeMyMove COO).

Remote work trends and relocation data at MakeMyMove, the country's first and only marketplace where remote workers can explore all the places that are competing for new residents.

Attract, Recruit, and Move New Residents