In our “FAQ” series, North Star addresses the most common questions we receive from clients and communities exploring branding and marketing initiatives. While every community has unique strengths and circumstances, North Star’s FAQ series gives communities a reference point to begin planning their next step toward success.

Bedroom communities, also known as “commuter towns,” earned their nicknames from their most common type of resident: one who drives to the city every day for work and returns to a more rural area in the evenings. These are the places where commuting professionals spend their “5-to-9” before going to work at their “9-to-5s.”

Although similar to (and often bordering) suburbs, bedroom communities are distinct in their lack of major commercial and industry centers. After all, these communities are a byproduct of urban expansion, leading workers and families to move out of the city into more rural areas—without the plans or foundational elements for economic growth.

Despite not having as many amenities as large cities or even established suburbs, bedroom communities are attractive to many professionals and, as a result, are experiencing continued growth. 

As a whole, nonmetro areas have grown in population every year since 2020. The pandemic stimulated overall population growth and working-day population growth in counties on the outskirts of metropolitan areas. Namely, this is due to the rapid acceptance of remote and hybrid work, which brought an estimated 60% growth in population to commuter towns across the U.S., plus a GDP increase of 3% in some smaller communities. While the super-commute (+90-minute travel time) is increasing once again with some companies requiring in-office work, many professionals value the lifestyle offered by bedroom communities and are willing to travel further.

Bedroom communities may not have the cool, new arts district to bring in day-trip tourists or the industrial plants and headquarters to create jobs for relocating talent. Which begs the question, how can bedroom communities stand out—from both the shiny amenities of the city and the competitive landscape of nearby peers? Bedroom communities should lean into their strengths, differentiating themselves as a peaceful ideal rather than a boring alternative.

Differentiating from the Major Metro

Bedroom communities offer a starkly different way of living from major metros. Some folks happily trade the busy streets and walkable neighborhoods of a city for the space and freedom found in bedroom communities. As these small communities brand themselves as great places to live, it’s important to keep the audience’s priorities in mind.

An Escape from City Life

Life away from the city is a quiet escape, allowing bedroom community residents to truly relax. Every minute of the drive home from work is a mile closer to a tranquil lifestyle and an evening well spent. Plus, commuters enjoy separation from work, mentally and physically leaving the office behind at the end of the day.

Cost Savings

One of the biggest appeals of living in a bedroom community is the financial advantage. Typically, the closer a house is to the city, the more it costs. Bedroom communities offer “more bang for your buck.” Often, homeowners enjoy more square feet of housing (plus a yard) for the same amount of money as a downtown apartment. Not only are houses more affordable in commuter towns, but the amenities and services are often less expensive, too. Comparing two professionals who receive the same salary and spend similarly, the person who lives in the commuter town will have more disposable income than the individual who lives in the urban core.

Family-Centric Community

Lastly, bedroom communities appeal strongly to families and are great places to raise kids. Small towns tend to have lower crime rates than cities and are safer overall. Communities that are smaller in size often have close-knit connections, where neighbors care for each other and kids go through school with familiar friends from kindergarten to graduation. When residents want the bustle and entertainment of the city, they are still close enough for fun family outings and date nights, but home is always waiting and welcoming, like a breath of fresh air.

Differentiating from Other Small Communities

It is easy to draw contrasts between bedroom communities and the nearby metro, but more often, a bedroom community’s biggest competitor is the other bedroom community next door. People who want to move away from the city to a smaller area understand the benefits of that decision. The key is finding the bedroom community that stands out from its peers.

City Services & Schools

By definition, bedroom communities resemble each other closely, with similar offerings and advantages. However, there are ways for a bedroom community to brand its strengths and attract growth. Since bedroom communities appeal to families with kids, highly-rated schools that offer a variety of extracurriculars and successful sports programs are a big draw. Additionally, excellent city services and city-operated events and parks create an attractive quality of life for families and bring peace of mind to residents.

Amenities & Accessibility

While the makeup of bedroom communities is primarily residential, additional amenities and offerings should be leveraged and promoted. This includes shopping areas, dining options, convenient services, and medical providers. Even more so than local amenities, a key advantage of a bedroom community is its accessibility to the city and other major offerings. When applicable, bedroom communities should boast their proximity to major roadways, transportation alternatives, workspaces, and entertainment venues.

Bedroom communities are great places to live—inviting city professionals to choose tranquility, safety, and financial flourishing for themselves and their families. These strengths, and more, should be promoted and celebrated, branding bedroom communities as stand-out options for families and retirees looking for the convenience of the metro without the stress. 

North Star is the nation’s leading organization for branding and marketing small-to-medium-sized communities. If you want to make your community the top option for working professionals and their families, let’s talk about your strengths.