Omaha’s rising profile is drawing national interest, with Forbes recently naming it the number one city to move to in the United States. But while headlines highlight a wave of Midwest migration, the day-to-day reality on the ground is more complex. Nicki Headen, a leading agent at eXp Realty and one of Nebraska’s top producers, offers a clear-eyed view of how Omaha’s growth is playing out for buyers, sellers, and agents.
“I have seen significant growth in the Omaha metro within the last couple of years,” Headen says. “Traffic has increased significantly. We have many new opportunities with data centers coming here, and other jobs that are bringing people to the area.” The influx of new employers has created a strong pull for job relocations and military transfers, which, combined with Omaha’s relative affordability, is fueling steady population growth.
“If you’re moving from the coast, it feels like you can get much more for your money here when it comes to housing,” she explains. For many families, the ability to purchase a larger home at a lower price point than in coastal cities has become a primary draw.
From Corporate Career to Real Estate Success
Headen’s path into real estate was unconventional. She left a corporate position at Sysco Foods, obtained her real estate license within two months, and began working as a buyer’s agent at a small brokerage with little formal training. “I didn’t have any training to know what to do, so I had to teach myself,” she recalls. This self-driven approach helped her quickly gain traction, and when she moved to eXp Realty, she began managing both buyer and seller transactions.
A key decision early in her career was to avoid the pay-for-lead model used by many new agents. After one month of buying Zillow leads, she canceled the service and focused on building her business through referrals and personal connections. “I want to build my own sphere, and I want to do things the right way, and have people genuinely want to work with me,” she explains. Today, her business operates almost entirely on referrals from past clients, other agents, family, and friends.
Challenging Market Conditions
Despite Omaha’s reputation as a growth market, current conditions present challenges for both buyers and sellers. Home prices in the metro have risen approximately 5-6% year over year, putting pressure on affordability for first-time buyers. At the same time, sellers are adjusting to a market that no longer guarantees quick or above-list sales.
“It is not a seller’s market by any means,” Headen says. “It is a buyer’s market, and buyers have taken back control. They want the inspections. They may want closing costs. They don’t want to pay full price. Maybe they want to pick their closing date, and they want to do things their way.”
This change in leverage has made pricing more difficult for agents. “It’s a lot harder for a lot of us agents to figure out pricing on homes, because what may have been a comp last year to price a home, that doesn’t really matter, because the market’s changed so much,” she notes.
Transaction timelines now vary widely. Well-priced homes may still receive offers within days and close in 30 days, but others, especially those priced aggressively, can sit on the market for up to three months before attracting serious interest. Once under contract, the typical closing period remains 30–45 days.
“Right now the market is sideways,” Headen explains. “We don’t really know what to expect until we list it and we see the traffic coming.”
First-Time Buyer Education
Affordability has become a leading concern for first-time buyers, and Headen believes education is the best antidote to hesitation. She encourages clients to view their first home as a stepping stone rather than a final destination.
“Your first home should not be your last home, because this is just your starter home,” she tells clients. “This is how you’re going to get started and build yourself to buy the next house.”
Mathematically, this approach makes sense in a market where prices are rising faster than most people can save. “It’s tough for somebody to save money fast enough for how fast the market and homes here are appreciating. You’re better off just getting into your first home, sitting there for a while, paying down your mortgage, and using that equity to then put down on the next house.”
Contrary to common perception, first-time buyer programs in Omaha are relatively accessible. “I’ve seen people get money back at closing, but typically it’s $1,000 that you’re going to put in for first-time home buyer programs,” Headen notes.
Rental Market Dynamics
Omaha’s rental market has also shifted. While occupancy rates remain strong at 95%, Headen has observed a recent slowdown. “In the last few months, we’ve seen kind of a drop in the rental market,” she says.
Much of this change is driven by would-be sellers choosing to rent out homes they couldn’t sell at their desired price. “They’re charging higher rents because they have to cover their mortgage and other expenses.” As a result, rental absorption times have increased, even though the market remains fundamentally solid for landlords who set realistic rents.
Investment Activity and Neighborhood Focus
Investor activity is consistent across the metro, with particular interest in neighborhoods like Benson for rental properties. Fix-and-flip projects are concentrated in South Omaha and North Omaha, where investors are updating older homes for resale. “They’re revitalizing homes and getting them ready for the next homeowner,” she explains.
Western parts of Omaha also see investment, though at a slower pace. “Everything around the Omaha metro is still moving pretty well,” Headen says, suggesting that despite some headwinds, the overall investment climate remains healthy.
Winning Business Through Authenticity
In a competitive market, Headen credits her success to straightforward communication and realistic promises. “I never want to oversell and underdeliver, overpromise and underdeliver,” she says.
Her listing presentations focus on setting clear expectations and emphasizing teamwork. “I explain the market to them, and we’re going to fight to get the most money and the easiest transaction. But some things are out of our control.”
She also turns down unreasonable demands. “If somebody came to me and said, ‘I will hire you if you can sell my house in 30 days,’ I would unfortunately decline that and say I would love to help you. I cannot promise you that.”
Looking Ahead
Despite the current challenges, Headen remains optimistic about Omaha’s future. She points to significant growth in areas like Gretna, Papillion, and Elkhorn, driven by new construction, job creation, and continued migration into the region.
She acknowledges that rising insurance costs and property taxes are concerns for some buyers, but believes Omaha’s strong school systems justify the expense for many families.
“I think that Omaha will continue to grow. I don’t think it’ll go crazy fast. I think it should be pretty stable growth,” she predicts. “I’m excited to see what the future of Omaha brings over the course of the next five to 10 years.”
For investors and relocating families, Headen’s assessment is clear: Omaha remains a stable market with long-term room for appreciation, underpinned by job growth, new development, and quality-of-life factors that continue to attract new residents. As the city navigates a more balanced housing market, those who approach with realistic expectations and a willingness to adapt stand to benefit most from Omaha’s next chapter.
