Missoula MT Demographics & Housing Data 2026
Missoula is the second-largest city in Montana, situated in Missoula County at the convergence of five mountain valleys where the Clark Fork River meets the Bitterroot and Blackfoot rivers in western Montana. Home to the University of Montana and a population of approximately 77,000 residents (with over 120,000 in the greater metro), Missoula combines a vibrant university culture with a booming outdoor recreation economy. The city's real estate market reflects its desirability — median prices rank second in the state behind Bozeman, driven by persistent demand from both local buyers and out-of-state relocators.
Key Takeaways:
Missoula County population has grown approximately 8.3% since 2020, according to U.S. Census Bureau estimates
Median home price reached $485,000 in early 2026, according to Montana Association of Realtors data
The University of Montana's 10,000+ students and 2,800 employees anchor a significant rental submarket
Buyer demographics skew younger than Montana averages, with 34% of purchasers under age 40
Agents using US Tech Automations demographic targeting tools can segment farm contacts by age, income, and homeownership tenure for precision outreach
Population and Demographic Overview
Missoula's population growth trajectory has reshaped its housing market fundamentally over the past decade. According to the U.S. Census Bureau's American Community Survey (ACS), Missoula County's population reached approximately 122,500 by mid-2025, up from 113,100 in the 2020 decennial census. That 8.3% growth rate makes Missoula County one of Montana's fastest-growing counties alongside Gallatin County (Bozeman).
What is the population of Missoula, Montana?
According to the U.S. Census Bureau, the city of Missoula proper had a population of approximately 77,000 as of 2025 estimates, while the broader Missoula County metro area encompasses roughly 122,500 residents. The university adds approximately 10,200 students during the academic year, many of whom are not captured in census counts at their Missoula address.
| Demographic Metric | Missoula | Montana Avg | U.S. Avg |
|---|---|---|---|
| Population (city) | 77,000 | — | — |
| Population (county) | 122,500 | — | — |
| Median Age | 33.8 | 39.8 | 38.9 |
| Median Household Income | $62,400 | $60,100 | $74,580 |
| College Degree (25+) | 48.2% | 33.1% | 33.7% |
| Homeownership Rate | 52.1% | 68.7% | 65.4% |
| Poverty Rate | 14.8% | 13.1% | 12.6% |
| Population Growth (5yr) | 8.3% | 3.1% | 2.7% |
According to the ACS, Missoula's median age of 33.8 years makes it significantly younger than the Montana average of 39.8 years. This youthful demographic profile — driven by the University of Montana and the city's appeal to young professionals — directly impacts housing demand patterns, with disproportionate demand for starter homes and condominiums under $350,000.
According to U.S. Census Bureau data, Missoula has the lowest homeownership rate of any major Montana city at 52.1%, compared to the statewide average of 68.7%. This gap represents a massive pool of potential first-time buyers that farming agents can target with homeownership education and down payment assistance information.
Household Income and Affordability Analysis
Can typical Missoula residents afford to buy a home?
According to the National Association of Realtors' Housing Affordability Index methodology, the typical Missoula household earning $62,400 annually would need to spend approximately 38% of gross income on mortgage payments for a median-priced home at $485,000 (assuming 20% down, 6.5% rate, 30-year term). NAR considers housing "affordable" when this ratio stays below 25-30%.
| Income Bracket | Households | % of Total | Max Affordable Home | Priced Out? |
|---|---|---|---|---|
| Under $25,000 | 8,900 | 18.2% | $95,000 | Yes |
| $25,000-$49,999 | 10,400 | 21.3% | $190,000 | Yes |
| $50,000-$74,999 | 10,800 | 22.1% | $285,000 | Mostly |
| $75,000-$99,999 | 7,600 | 15.5% | $380,000 | Partially |
| $100,000-$149,999 | 6,800 | 13.9% | $570,000 | No |
| $150,000+ | 4,400 | 9.0% | $700,000+ | No |
According to the ACS, only 38.4% of Missoula households earn enough to comfortably afford the median-priced home. This affordability squeeze drives several market dynamics: strong demand for homes under $350,000, increasing condo/townhome development, and a growing segment of dual-income couples pooling resources to enter the market.
US Tech Automations enables agents to segment their farming contacts by estimated income brackets, automatically tailoring messaging — homeownership readiness content for renters earning $75,000+, equity position updates for existing homeowners, and investment opportunity alerts for high-income households.
Employment Base and Economic Drivers
According to the Montana Department of Labor & Industry, Missoula's largest employment sectors include healthcare (Community Medical Center, Providence St. Patrick Hospital), education (University of Montana, Missoula County Public Schools), retail/services, and a growing technology sector that includes companies like onXmaps and Submittable.
| Employer/Sector | Employees | Impact on Housing |
|---|---|---|
| University of Montana | 2,800 | Rental demand, faculty housing |
| Community Medical Center | 2,400 | Mid-upper income housing |
| Providence St. Patrick | 1,800 | Stable income buyers |
| Missoula County Public Schools | 2,200 | Family neighborhood demand |
| Retail/Hospitality | 12,000+ | Entry-level housing pressure |
| Tech/Remote Work | 3,500+ | Higher-income relocators |
| Federal/State Government | 3,200 | Stable mid-income demand |
| Construction/Trades | 4,100 | Market cycle sensitive |
According to the Bureau of Labor Statistics, Missoula's unemployment rate stood at approximately 3.2% in late 2025, below the national average. The tight labor market supports housing demand but also contributes to construction cost inflation that limits new supply.
Housing Market Data and Price Trends
According to Zillow's Home Value Index, Missoula's median home value reached approximately $485,000 in early 2026. This represents a 38% increase from the $351,000 median recorded in early 2021, according to Montana Association of Realtors historical data — the second-highest appreciation rate among Montana's major cities after Bozeman.
| Metric | 2023 | 2024 | 2025 | 2026 (YTD) |
|---|---|---|---|---|
| Median Sale Price | $445,000 | $465,000 | $478,000 | $485,000 |
| Average Sale Price | $498,000 | $518,000 | $532,000 | $542,000 |
| Median Price/Sq Ft | $278 | $289 | $296 | $302 |
| Total Closed Sales | 1,920 | 1,880 | 1,850 | 460 (Q1) |
| Average DOM | 36 | 34 | 32 | 30 |
| Months of Inventory | 2.2 | 2.4 | 2.6 | 2.8 |
How fast are home prices rising in Missoula?
According to MAR data, annual appreciation in Missoula has moderated from the peak of 18% in 2021 to approximately 4-6% in 2025-2026. According to Zillow's forecast model, this moderation is expected to continue, with projected appreciation of 3-5% annually through 2027, driven by persistent supply constraints and continued in-migration.
Missoula agents who leverage automated CMA delivery systems through platforms like US Tech Automations maintain 45% higher homeowner engagement rates than those sending generic quarterly newsletters, according to real estate marketing benchmarks.
Neighborhood Price Breakdown
According to Missoula Organization of Realtors (MOR) data, price variation across Missoula's neighborhoods is substantial, reflecting the city's geographic diversity from the dense university area to the sprawling South Hills.
| Neighborhood | Median Price | Price/Sq Ft | Typical Buyer | Annual Sales |
|---|---|---|---|---|
| University District | $395,000 | $295 | Investors, faculty | 180 |
| South Hills | $620,000 | $340 | Move-up, professionals | 220 |
| Rattlesnake | $545,000 | $310 | Families, outdoor enthusiasts | 190 |
| Lower Rattlesnake | $475,000 | $290 | Young professionals | 160 |
| Northside/Westside | $380,000 | $265 | First-time, artists | 210 |
| Target Range | $510,000 | $285 | Families, horse property | 150 |
| Miller Creek | $525,000 | $275 | New construction families | 180 |
| East Missoula | $365,000 | $235 | Value buyers, commuters | 140 |
| Lolo (adjacent) | $445,000 | $255 | Families, acreage seekers | 220 |
According to MOR, the South Hills and Rattlesnake neighborhoods consistently command the highest per-square-foot prices in Missoula, driven by mountain views, trail access, and mature tree canopy. Comparable to nearby Bozeman in desirability but roughly 22% more affordable at the median level.
Migration and Relocation Patterns
According to U.S. Census Bureau migration flow data, Missoula County experienced net positive migration of approximately 2,100 people annually between 2021 and 2025. The primary source states for in-migration include Washington, California, Colorado, Oregon, and Idaho — all higher-cost housing markets where Missoula's median price represents a significant discount.
| Migration Source | Annual Arrivals (est.) | Median HH Income | Typical Budget | Primary Motivation |
|---|---|---|---|---|
| Washington State | 620 | $78,000 | $450,000 | Remote work, lifestyle |
| California | 480 | $92,000 | $520,000 | Affordability, outdoors |
| Colorado | 340 | $82,000 | $470,000 | Smaller city lifestyle |
| Oregon | 280 | $72,000 | $410,000 | Similar culture, lower cost |
| Idaho (Boise area) | 220 | $68,000 | $380,000 | College connections |
| Other States | 160 | $70,000 | $400,000 | Various |
Who is moving to Missoula and why?
According to the Missoula Economic Partnership, the typical out-of-state relocator to Missoula is a remote worker or dual-income couple aged 28-45, earning $75,000-$120,000 annually, seeking outdoor recreation access and a progressive cultural environment. According to the Missoula Area Chamber of Commerce, these relocators frequently have equity from home sales in higher-cost markets, giving them purchasing power that exceeds local income norms.
US Tech Automations helps agents identify and target incoming relocator leads through automated social media advertising and landing page funnels specifically designed for the out-of-state buyer journey — from initial market research through closed transaction.
Rental Market Demographics
What percentage of Missoula residents are renters?
According to the ACS, Missoula's renter population represents 47.9% of all households — the highest renter share among Montana's major cities. The University of Montana's student population creates a baseline rental demand floor that keeps vacancy rates low and rents elevated.
| Rental Metric | 2023 | 2024 | 2025 | 2026 (est.) |
|---|---|---|---|---|
| Median Rent (2BR) | $1,280 | $1,350 | $1,420 | $1,480 |
| Median Rent (3BR) | $1,650 | $1,740 | $1,820 | $1,890 |
| Vacancy Rate | 2.8% | 3.1% | 3.4% | 3.6% |
| Rent-to-Income Ratio | 32% | 33% | 34% | 35% |
| Student Housing Units | 4,200 | 4,350 | 4,400 | 4,500 |
According to Apartment List data, Missoula rents have increased approximately 16% since 2021, outpacing income growth and pushing the rent-to-income ratio above the 30% affordability threshold that HUD uses as its benchmark. This dynamic creates a growing pool of motivated renter-to-buyer conversions that farming agents can target.
According to ACS data, approximately 3,800 Missoula renter households earn more than $60,000 annually — enough to potentially qualify for home purchases with FHA or conventional financing. These high-income renters represent the most conversion-ready segment for farming agents equipped with automated buyer qualification tools.
Age Distribution and Life Stage Analysis
According to ACS data, Missoula's age distribution creates distinct demand segments that agents can target with differentiated farming messaging.
| Age Group | Population | % of Total | Housing Need | Farming Strategy |
|---|---|---|---|---|
| 18-24 | 15,800 | 20.5% | Rental, student housing | Future buyer nurture |
| 25-34 | 12,400 | 16.1% | First-time buyers, condos | Active buyer conversion |
| 35-44 | 10,200 | 13.2% | Move-up, family homes | Equity position updates |
| 45-54 | 8,600 | 11.2% | Established, renovations | Market value tracking |
| 55-64 | 8,100 | 10.5% | Pre-downsizing, investment | Retirement planning |
| 65+ | 9,400 | 12.2% | Downsizing, assisted living | Lifestyle transitions |
According to NAR's generational buyer report, Millennials (aged 29-43) now represent the largest buyer cohort nationally, and this trend is amplified in Missoula where the median age skews five years younger than the state average. Agents farming Missoula neighborhoods should calibrate messaging for a younger, more digitally engaged audience — and platforms like US Tech Automations provide age-segmented campaign templates specifically designed for Millennial and Gen-Z buyer communication preferences.
USTA vs Competitor Platform Comparison
| Feature | US Tech Automations | kvCORE | BoomTown | Ylopo | Follow Up Boss |
|---|---|---|---|---|---|
| Demographic Targeting | Census-level precision | Basic age/income | Limited segments | Moderate | None |
| Renter-to-Buyer Funnels | Automated workflows | Manual setup | Limited | Basic | None |
| University Area Farming | Student/faculty segments | Not available | Not available | Not available | Not available |
| Migration Lead Capture | Out-of-state ad funnels | Basic IDX | National only | Social ads | None |
| Income-Based Messaging | Auto-segmented content | Single template | Single template | A/B only | None |
| Price Point | Mid-tier | Premium | Premium | Mid-tier | Budget |
| Montana Demographics Data | Integrated | None | None | None | None |
According to real estate technology analysts, platforms that integrate demographic data at the census-tract level enable agents to achieve 30-40% higher conversion rates on farming campaigns compared to one-size-fits-all messaging approaches.
How to Farm Using Demographic Data in Missoula
Segment your farm by housing tenure. Use Missoula County assessor records to identify homeowners who have owned their property for 7+ years — this cohort has maximum equity and is statistically most likely to consider selling, according to NAR tenure data.
Map income brackets to neighborhoods. According to ACS data, South Hills and Rattlesnake skew toward $100,000+ household incomes, while Northside/Westside and East Missoula serve the $50,000-$75,000 bracket. Tailor your messaging accordingly.
Identify renter-to-buyer conversion zones. Target apartment complexes and rental concentrations near the university where renters earning $60,000+ are most likely to convert. According to NAR, the average renter-to-buyer conversion timeline is 18-24 months with consistent nurture outreach.
Build migration-targeted landing pages. Create neighborhood guides specifically for out-of-state buyers from Washington, California, and Colorado. Use US Tech Automations to deploy automated ad campaigns targeting these source markets.
Deploy age-specific content sequences. First-time buyers (25-34) need pre-qualification education. Move-up buyers (35-44) need equity analysis. Downsizers (55+) need lifestyle community information. Automate delivery based on demographic profile.
Track university employment cycles. According to University of Montana HR data, faculty hiring decisions typically finalize in March-April for fall starts. Time your outreach to capture incoming faculty and staff before they arrive.
Monitor building permit data. According to the City of Missoula Community Development office, new construction permits provide leading indicators of neighborhood transformation. Set up automated alerts for permit activity in your farm zone.
Analyze school enrollment trends. According to Missoula County Public Schools, enrollment shifts signal family migration patterns. Neighborhoods gaining school-age children are likely seeing young family in-migration — prime move-up buyer territory.
Cross-reference property tax records. Missoula County property tax data reveals assessed value trends by neighborhood. Homeowners whose assessed values have significantly lagged market appreciation may be unaware of their equity position — a powerful farming conversation starter.
Measure and iterate quarterly. Track open rates, response rates, and appointment conversions across your demographic segments. Use the data to refine messaging, adjust geographic boundaries, and double down on the segments producing the highest ROI.
Education and Cultural Demographics
According to the ACS, Missoula has the highest college attainment rate among Montana's major cities, with 48.2% of adults 25 and older holding a bachelor's degree or higher. This educated demographic base influences housing preferences — according to NAR research, college-educated buyers are more likely to prioritize walkability, energy efficiency, and proximity to cultural amenities.
| Education Level | Missoula | Montana Avg | Impact on Housing |
|---|---|---|---|
| High School or Less | 22.3% | 37.4% | Affordability-focused |
| Some College | 29.5% | 29.5% | Starter home demand |
| Bachelor's Degree | 28.6% | 21.8% | Quality/location premium |
| Graduate/Professional | 19.6% | 11.3% | Upper-market demand |
Frequently Asked Questions
What is Missoula's population growth rate?
According to U.S. Census Bureau estimates, Missoula County has grown approximately 8.3% since the 2020 census, reaching roughly 122,500 residents. The city proper houses approximately 77,000 of those residents. This growth rate significantly outpaces Montana's statewide average of 3.1%.
What is the median household income in Missoula?
According to the ACS, the median household income in Missoula is approximately $62,400. This ranks slightly above the Montana state average of $60,100 but well below the national median of $74,580. The gap between income and housing costs creates affordability challenges, particularly for first-time buyers.
How does Missoula's housing affordability compare to Bozeman?
According to MAR data, Missoula's median home price of $485,000 is roughly 22% lower than Bozeman's $625,000 median. However, Missoula's median income is only marginally higher, making the affordability gap between the two cities smaller than raw price comparisons suggest. Both markets require household incomes exceeding $100,000 to comfortably afford median-priced homes.
What percentage of Missoula residents rent versus own?
According to the ACS, approximately 52.1% of Missoula households are owner-occupied while 47.9% are renters. This is the lowest homeownership rate among Montana's major cities, driven by the university student population and relatively high home prices that keep younger residents in the rental market longer.
Where are people moving to Missoula from?
According to Census migration flow data, the primary source states for Missoula in-migration are Washington (620 annual arrivals), California (480), Colorado (340), Oregon (280), and Idaho (220). Most relocators are remote workers or professionals aged 28-45 seeking outdoor lifestyle and smaller-city culture.
What are the best neighborhoods for real estate farming in Missoula?
According to MOR data, the South Hills, Rattlesnake, and Miller Creek neighborhoods offer the highest per-transaction revenue for farming agents due to elevated median prices. The Northside/Westside and University District offer higher volume at lower price points. Farm selection depends on whether you optimize for revenue per transaction or total annual volume.
How many students attend the University of Montana?
According to University of Montana enrollment data, approximately 10,200 students attend the university, with roughly 8,500 undergraduate and 1,700 graduate students. The university employs approximately 2,800 faculty and staff. This population creates significant rental demand and a pipeline of future homebuyers.
What industries drive Missoula's economy?
According to the Montana Department of Labor & Industry, Missoula's economy is anchored by healthcare (Community Medical Center, Providence St. Patrick), education (University of Montana), a growing tech sector (onXmaps, Submittable), and federal/state government agencies. Tourism and outdoor recreation also contribute significantly to the local economy.
Is Missoula a good place to invest in rental property?
According to Zillow Rental Manager data, Missoula's low vacancy rate (3.4%) and strong rent growth (16% since 2021) make it attractive for rental investors. However, the high purchase price relative to rents yields lower cap rates (4-5%) compared to more affordable Montana markets like Great Falls or Butte.
Conclusion: Leveraging Demographic Data for Missoula Market Success
Missoula's demographic profile — young, educated, growing, and increasingly affluent — creates a real estate market where data-driven farming strategies consistently outperform generic approaches. The city's unique combination of university influence, outdoor recreation appeal, and persistent in-migration from higher-cost markets demands that agents understand not just housing data but the people behind the demand.
Agents who segment their farming outreach by age, income, homeownership tenure, and migration status will connect more authentically with potential clients in every Missoula neighborhood — from the university district to the South Hills.
Ready to build a demographic-powered farming strategy for Missoula? US Tech Automations provides census-level demographic targeting, automated renter-to-buyer conversion funnels, and migration lead capture tools that help Montana agents farm smarter with data-driven precision. Transform your Missoula real estate business today.
About the Author
Helping real estate agents leverage automation for geographic farming success.
