The same that would lure me to move anywhere else - a life that's sufficiently better than the one I currently have to make it worth giving up the aspects of my current life that I like.
If my mother-in-law weren't in my area, and if my job would let me do 100% remote work, and if I could clear all the junk from my house, I would love to move to a very red state. South Dakota is pretty good but it gets very cold and very windy there.