* Utilities such as roads, water, high speed internet feel like table stakes now. Fiber internet is quickly spreading in rural areas, and I know people with septic tanks and a fiber line. Ten years ago Google Fiber was a major selling point for Kansas City.
* Governments have little control over climate, nearby geographic features, time zone, and a million other details. They can highlight their strengths in marketing campaigns.
* Cost of living only works for so long. We've seen areas in the last decades that have an influx of population and they usually see a corresponding increase in COL. There are approaches governments can take to slow down the growth of COL, but it seems inevitable.
* Taxes and local regulations might help attract some workers. Cannabis consumers might be more inclined to move somewhere they can gain access legally. High income workers might be attracted to places without state income tax. Women might migrate to a state that aligns with their abortion politics. Motorcyclists might prefer places with lane splitting.
* Large projects such as professional sports teams, well connected airports, large hospitals or ski lodges might play a role. Governments can attract these types of projects.