North Texas is in the middle of a major transformation, and Grayson County is right at the heart of it. Once thought of as a quiet stretch between Dallas and the Oklahoma border, the Texoma region is now on the radar of developers, corporations, and families moving north in search of opportunity.
This isn’t speculation—the numbers and investments are already here.
Growth & Demographic Trends: What the Data Shows
| Indicator | Recent Figures / Trend | What This Means |
|---|---|---|
| Population Growth | Grayson County’s 2025 estimated population: ~154,325, up ~2.46% in the past year. World Population Review Since 2010, population has grown by ~27.5%. World Population Review | Rapid influx of residents is already happening. More mouths to feed, more local demand. But also, more competition among businesses. |
| Median Household Income | In 2023, Grayson County’s median household income was $70,455, up from ~$66,600 the previous year. Data USA+2World Population Review+2 The broader Texoma COG (Grayson + Cooke + Fannin counties) had a median household income of ~$70,379. Data USA | Slightly rising incomes mean greater purchasing power. But with rising expectations: people will expect more quality, more professional service, etc. |
| Housing Growth / Building Permits | Number of private housing units authorized by building permits in Grayson County: • ~2,447 in 2023 • ~2,142 in 2024 (Prior years were much lower — e.g. ~1,048 in 2021, ~1,181 in 2020) FRED | Big jump in new homes. That means more potential customers—but also that developers, builders, and associated businesses are likely moving in (if they haven’t already). |
| Homeownership & Housing Pressure | In the Texoma region (Grayson, Cooke, Fannin), ~69.6% of housing units are owner-occupied. Data USA In Grayson County, the percentage is similar. Data USA+1 | Stable homeownership means people plan to stay; that strengthens local demand (schools, services, home improvement). But housing demand is pushing land & construction costs up. |
| Poverty & Income Gaps | Grayson County’s poverty rate ~11–11.6%. Texoma Council of Governments+2Data USA+2 There are income disparities among census tracts (some tracts have median income well above average). Data USA | Not everyone profits equally. Some areas/customers will still be price sensitive. Businesses need to understand which local markets they serve. |
What These Trends Suggest for Small Businesses in Texoma
From these numbers, certain pressures and opportunities emerge:
- Demand Spike: More households = more demand for all manner of goods & services (food, health, home repair, childcare, retail, etc.). If your business can scale (or has room to grow), there’s potential to capture new markets.
- Richer, More Discerning Customers: As incomes rise (especially in certain neighborhoods), customers will expect higher quality, better convenience, faster responses, more polished online presence.
- Competition Intensifying: More growth draws in outside players—chains, franchises, large service providers. Local small businesses need to keep up not just in price but in branding, digital presence, customer experience.
- Cost Pressures: Housing, land, labor, advertising are likely to become more expensive. Margins may tighten. If you’re not careful, rising costs can eat into profits.
- Geographic Variation Matters: Some parts of Grayson / Texoma will grow faster, have higher incomes, different demographic profiles. A one-size-fits-all approach to marketing, pricing, or services may miss the mark.
- Opportunity in Local Trust & Identity: Local businesses still have a strong advantage in understanding community needs, building relationships, being quick/flexible. These are edges over large, less nimble competitors.
Projections to Watch (What Might Come Next)
While exact numbers are harder to pin down, combining current trends suggests:
- Continued population growth at ~2-3% annually is likely (barring major economic shocks).
- Housing permitting trends may continue strong (2025 onward), especially for single-family homes and subdivisions—this can lead to more demand for construction-adjacent businesses (suppliers, contractors, landscapers, etc.).
- Income growth will likely continue, especially in fast-growing tracts/neighborhoods; but income inequality or splits will persist.
- Businesses that establish digital and service systems now will be better positioned as consumer expectations increase.
Turning Data Into Strategy: How Texoma Marketing Can Help
(Here’s our pitch, tucked into the study, because preparation matters.)
Given what the data show, local small businesses in Texoma should:
- Invest in Visibility Now
Be where new residents are looking: online, Google Maps, social media. If you’re not showing up, big brands might take that ground. - Upgrade Your Brand & Customer Experience
Polished branding, good website, straightforward communication — these are rising from “nice to have” to “must have.” - Segment Your Market. Know Your Neighborhoods
Not all parts of Grayson are the same. Some tracts have much higher incomes; some population growth is faster in certain towns. Tailoring your offers, pricing, and messaging can give you an edge. - Systems & Automation
As business grows, handling reviews, online bookings, customer communication, follow-ups, etc., becomes harder manually. Automating and refining these systems now prevents you from falling behind. - Plan for Rising Costs & Competition
Monitor your costs; build in buffers. Stay agile in pricing. Consider partnerships where relevant. Focus on efficiency.
At Texoma Marketing, we specialize in helping homegrown small businesses make these strategic shifts. We offer:
- SEO & Google Business Profile optimization so locals and newcomers alike find your business first.
- Website design & branding upgrades that match rising expectations.
- Local market insights — we map out where growth is happening, which income tracts are expanding, and help you tailor your marketing to those.
- Systems consulting — putting in place reviews, bookings, follow-ups, automations so you can scale without losing quality.
Be ready for the growth. Book your free consultation now.