When most optometrists imagine buying an optometry practice, their minds often go straight to major metro areas, with dense populations, sleek offices, and endless amenities.
But in today’s market, some of the most high-potential and overlooked ownership opportunities are in rural, small-town communities.
If you’re exploring ownership, don’t dismiss these markets too quickly. Rural optometry practices can offer higher income, greater impact, and a better lifestyle than you'd expect.
Why Rural Optometry Practices Are Often Undervalued (And Why That’s a Good Thing)
There's a common misconception that a lower population equals lower opportunity. In reality, the opposite is often true.
Here’s what buyers are discovering in rural and underserved markets:
1. Less Competition, Stronger Patient Loyalty
Fewer eye care providers in the area means your presence carries more weight. You'll quickly become the go-to provider in the community. With fewer alternatives, patients remain loyal and referrals come naturally.
2. Lower Purchase Price, Higher ROI
Rural optometry practices typically cost less to acquire. That can mean:
- Lower debt
- Faster break-even
- Stronger profit margins
It's one of the most cost-effective ways to build equity while owning a business that produces immediate cash flow.
3. High Demand for Care, Especially Medical Optometry
Many small towns are healthcare deserts. These underserved communities lack access to quality eye care. By adding medical optometry or specialty services (like dry eye, myopia control, low vision), you can accelerate growth and fill a critical healthcare need.
4. Better Work-Life Balance
Rural life offers more than a slower pace. It delivers tangible lifestyle benefits:
- Shorter commutes
- Affordable cost-of-living
- More time for family and hobbies
- Less burnout, more autonomy
What About My Family, Schools, and Career Growth?
One of the biggest hesitations we hear from buyers is:
"Will my spouse be able to find work? Is the education good enough for my kids? Is this a safe community to raise my family? Will I be professionally isolated?"
These are exactly the kinds of questions you should be asking and the answers may surprise you!
- Community Opportunity: Many rural communities are growing hubs for healthcare, education, manufacturing, and technology. With flexible and remote work options, spouses with flexible careers often find more freedom and less stress in smaller towns.
- Local School Systems: Don't assume smaller means subpar. Many rural school districts are well-funded, community-driven, and offer smaller student-to-teacher ratios. You may find better academic performance and engagement than in some larger suburban districts.
- Professional Development: Owning a rural optometry practice doesn’t mean working alone. With state associations, CE opportunities, online peer groups, and even local business meetups, you'll stay connected and supported in your career growth.
Real Growth Happens Where You’re Needed Most
You want to build something meaningful. Owning an optometry practice in a rural community gives you that chance every day. With fewer providers and greater need, you'll have:
- More control over how your practice evolves
- The opportunity to implement new technology and services
- Deeper community relationships and impact
- Ability to create a practice that reflects your values
When you're the only optometrist (or one of a few), you're a leader in local healthcare.
If your goal is to build equity, control your career, and make a lasting impression, a rural optometry practice may be exactly what you’re looking for.
Ready to Find the Right Rural Practice?
At Williams Group, we’ve worked with hundreds of optometrists who relocated to small towns where they grew their practices and improved their lives.
Let's find the right opportunity. We’ll help you evaluate communities, practices, and lifestyle fit. And the numbers.
