If you think the rich are only buying up penthouses in New York or villas in the south of France, think again. A new wave of wealthy investors is quietly snapping up properties in cities you might not expect—places that offer a mix of affordability, lifestyle perks, and serious growth potential. As someone who’s been in the digital media and investment game for over a decade, I’ve seen patterns like this before. And when the money starts moving into places off the radar, it’s worth paying attention.
Here are five cities where the wealthy are quietly buying in before the rest of the world catches on.
1. Toledo, Ohio – America’s New Investment Darling
Toledo? Yep, you read that right. This Midwestern city has become one of the hottest real estate markets in the U.S. for 2025. The average home price sits around $235,000—nearly $200K below the national median—but prices are rising fast, with a 17.5% year-over-year increase. Investors now account for 30% of single-family home purchases, double what it was just a few years ago.
Why the rush? Toledo offers a low climate risk, strong sectors like clean energy and healthcare, and a central location that appeals to remote workers and families fleeing expensive coastal cities. Homes are flying off the market in just over a month, and out-of-state buyers—from New York to D.C.—are making all-cash offers.
2. Manalapan, Florida – The Billionaire’s New Beachfront Playground
Just south of Palm Beach, Manalapan has quietly transformed into a luxury haven. In the past five years, more than 21 homes have sold for over $20 million, with some topping $40 million. Big names like Oracle’s Larry Ellison and WeatherTech’s David MacNeil have dropped nine-figure sums on oceanfront estates.
What makes Manalapan so appealing? It’s ultra-private, with ocean-to-Intracoastal homes, and it’s close to Mar-a-Lago and other elite enclaves. Despite rising insurance costs and some economic headwinds, demand remains strong. Spec homes with resort-style amenities are popping up, and the area’s exclusivity keeps attracting deep-pocketed buyers.
3. Gold Coast, Australia – From Surf Town to Luxury Hotspot
The Gold Coast has long been a favorite for Aussie holidaymakers, but now it’s drawing serious investor attention. Developers are pouring money into high-end apartment projects, especially along the Southern Gold Coast. Nobby’s Beach, for instance, saw a $70 million acquisition of the Nalu Apartments, set to be redeveloped into luxury residences.
What’s fueling the boom? A combination of tight supply, low rental vacancy rates, and increased demand from both domestic and international buyers. Projects like Mosaic’s $140 million Sophia in Palm Beach are already 75% sold, indicating strong pre-market interest. The lifestyle appeal—beaches, cafes, and a laid-back vibe—adds to the allure.
4. Portsmouth, UK – A Seaside City on the Rise
Portsmouth might not be the first place you think of for property investment, but that’s changing fast. The city is undergoing a £53 million regeneration project aimed at revitalizing its city center. Plans include 550 new homes, extensive green spaces, and flexible retail and community areas.
Why Portsmouth? It’s affordable compared to other UK cities, has a rich maritime history, and is becoming increasingly attractive to both investors and residents seeking a blend of tradition and modern urban living. The city’s commitment to sustainable transport and biodiversity further enhances its appeal.The Irish Sun
5. Dubai, UAE – A Global Magnet for Wealth
Dubai has always been known for its luxury real estate, but recent trends have taken it to new heights. Since 2020, property prices have increased by 124%, driven in part by an influx of wealthy investors, including Russians seeking safe havens for their assets.
The city’s appeal lies in its tax-free status, strategic location, and high-end lifestyle offerings. Despite rising property prices, real estate transactions reached an all-time high in 2024, with 180,987 transactions worth AED 522.5 billion—a 36.5% increase from the previous year.
Final Thoughts
These cities might not be on every investor’s radar, but that’s precisely what makes them attractive. The wealthy are often ahead of the curve, identifying opportunities before they become mainstream. Whether it’s the affordability of Toledo, the exclusivity of Manalapan, the lifestyle of the Gold Coast, the regeneration of Portsmouth, or the global appeal of Dubai, each offers unique advantages.
If you’re considering diversifying your property portfolio, it might be time to look beyond the usual suspects. These emerging markets could offer not just strong returns but also the chance to be part of the next big thing in real estate.
