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Abstract Coastal flooding often exceeds homeowners’ capacity to cope with repetitive damages and profoundly disrupts their livelihoods. Permanent relocation has been proposed as a solution for some coastal areas experiencing recurrent flooding and anticipating acceleration of impacts. However, it is unclear if homeowners living in such areas would support this strategy, where they would choose to go, and why. This study evaluates the willingness to relocate and the reasoning behind it among rural and urban homeowners residing in coastal high-risk areas. The rural versus urban comparison explores how attitudes toward relocation differ between these settings with distinct sociodemographic, economic, and cultural profiles. A mail survey administered on the Eastern Shore, Maryland, and in the Hampton Roads metropolitan area, Virginia, measured how willingness to relocate differs across the socioeconomic spectrum, prior flood exposure, concerns with flood impacts, and preferences for relocation destination. The survey responses were analyzed using descriptive and inferential statistics. The results show that more than one-third of respondents would consider relocating. The willingness to relocate was marginally influenced by socioeconomic factors and flood experiences and instead was significantly correlated with the risk of disastrous flooding, inadequate insurance compensation, and worsening crime. However, data show a clear shift in relocation support and the distance of the preferred destination from minor to significant flooding. Rural respondents are slightly less likely to relocate than urban ones. Descriptive statistics indicate nuanced differences in flood experiences, reasons to relocate, and preferences for a new destination between rural and urban populations.