Social media users claim the HGTV show Home Town, based in Laurel, Mississippi, caused housing inflation in the area. The Roy Howard Community Journalism Center’s “What Is True?” researchers investigated the claim and found it misleading.
While housing prices have increased in Laurel since Home Town began airing, there is no clear evidence the show directly caused the rise.
Read the full fact-check below to get the full story on housing prices in Mississippi:
Social media users have claimed Home Town, featuring Laurel couple Erin and Ben Napier, is responsible for driving up home prices in the city. Some users compared Laurel’s housing market to Waco, Texas after HGTV’s show Fixer Upper gained popularity. Others credited the show with revitalizing Laurel’s downtown while acknowledging housing inflation was likely inevitable.
Housing prices have climbed across much of Mississippi — not just in Laurel. According to the Federal Reserve Bank of St. Louis, the average listing price in Laurel, Mississippi went from $156,914 in 2017 to $306,260 in 2025. Hattiesburg followed a similar pattern, with average prices rising from $231,015 in 2017 to $410,123 in 2025. Growth was smaller in Meridian and Jackson, showing price increases are part of a broader statewide and national trend. News outlets such as WJTV-TV in Jackson have also reported housing costs in Mississippi — and nationwide — continue to climb, even as affordability declines.
Some residents credit Home Town for helping revitalize Laurel’s downtown and improving its overall image. According to Southern Living, downtown Laurel was largely abandoned in the 1990s. Erin and Ben Napier, along with friends, founded Laurel Main Street, a nonprofit focused on historical preservation and economic renewal. Those efforts — alongside the visibility the show brought — have contributed to new businesses, tourism and community pride.
However, while Home Town may have influenced Laurel’s popularity and visibility, data shows housing inflation is not unique to Laurel. The timing of Home Town’s premiere in 2016 overlaps with a national rise in home prices, making it difficult to prove a direct cause-and-effect relationship.
Here’s how you can spot misinformation about housing trends:
— Look for broader data. If a claim blames one show or event for economic change, check whether the same trend exists elsewhere.
— Check credible sources. Real estate data from the Federal Reserve or state housing agencies are more reliable than viral posts.
— Beware of oversimplification. Housing markets are influenced by multiple factors, including income, interest rates, and development — not just one TV show.
— Watch for emotional framing. Claims that praise or blame a single person or program often overlook larger economic context.
This report was produced by the Roy Howard Community Journalism Center as part of its “What Is True?” fact-checking service. The center investigates local claims to help the public separate fact from fiction. To learn more or submit a claim for review, visit rhcjcnews.com/witreq.
