Green Bay Housing Study Finds Trend Toward Smaller, More Expensive Homes

Rising construction costs and demographic shifts drive demand for smaller, pricier housing options in the area.

Mar. 13, 2026 at 10:03am

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A new housing study in Green Bay, Wisconsin has found that demographic trends and economic pressures are leading to the construction of smaller, more expensive homes in the city. The study, conducted by consulting firm MSA Professional Services, showed continued housing stress for both renters and buyers, with rents and home prices rising rapidly. City officials remain optimistic about their efforts to address housing affordability, but acknowledge the challenges posed by limited land for new development.

Why it matters

The findings of this housing study are significant for Green Bay, as they highlight the growing divide between housing supply and demand in the city. With an aging population and fewer households with children, there is increasing need for smaller, more affordable housing options. However, rising construction costs are making it difficult to build homes that are accessible to lower- and middle-income residents, potentially exacerbating issues of housing insecurity and displacement.

The details

The study found that average rents in Green Bay have grown over 25% between 2018 and 2023, from $701 to $904 per month. Meanwhile, average home values in the city have risen 14% between 2021 and 2022, sending average home prices above $150,000. Developers are struggling to build new homes for less than $300,000 without government subsidies due to high labor, construction, and material costs. Despite a projected population decline, the city is expected to see an increase in the number of households by 2040, driven by demographic shifts like fewer children per household and a growing elderly population. This is expected to drive demand for smaller, one- and two-bedroom homes, townhomes, and apartments rather than large, multi-bedroom houses.

  • The latest Green Bay Housing Market Study was presented to the city's Redevelopment Authority on March 10, 2026.
  • The previous housing study was conducted in 2020.

The players

MSA Professional Services

A consulting firm that conducted the Green Bay housing study and presented the findings to city officials.

Morgan Shapiro

A planner at MSA Professional Services who presented the housing study findings.

Emily Soderberg

A planner at MSA Professional Services who presented the housing study findings.

Eric Genrich

The mayor of Green Bay, who commented on the city's physical constraints for new housing development.

Will Peters

A neighborhood specialist who said housing affordability can sometimes seem "a little helpless" to residents.

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What they’re saying

“Building more market-rate apartments and homes, especially single-family ones, could move higher-income earners out of cheaper units in an occurrence that is called filtering.”

— Emily Soderberg, Planner, MSA Professional Services

“The issue was that the city was physically constrained. Aside from land on the east side, Green Bay had little land to build single-family homes.”

— Eric Genrich, Mayor of Green Bay

What’s next

City officials plan to continue their efforts to address housing affordability, including recent policy changes such as overhauling zoning laws and creating a community land trust. The impact of these measures on the broader housing market remains to be seen.

The takeaway

The Green Bay housing study highlights the growing tension between housing supply and demand, driven by demographic shifts and rising construction costs. As the city grapples with limited land for new development, policymakers will need to find innovative solutions to ensure that housing remains accessible to residents of all income levels.