Abstract Populist radical right parties are considerably more popular in some areas (neighbourhoods, municipalities, regions) than others. They thrive in some cities, in some smaller towns, and in some rural areas, but they are unsuccessful in other cities, small towns, and rural areas. We seek to explain this regional variation by modelling at the individual level how citizens respond to local conditions. We argue that patterns of populist radical right support can be explained by anxiety in the face of social change. However, how social change manifests itself is different in rural and urban areas, so that variations in populist radical right support are rooted in different kinds of conditions. To analyse the effects of these conditions we use unique geo‐referenced survey data from the Netherlands collected among a nationwide sample of 8,000 Dutch respondents. Our analyses demonstrate that the presence of immigrants (and particularly increases therein) can explain why populist radical right parties are more popular in some urban areas than in others, but that it cannot explain variation across rural areas. In these areas, local marginalization is an important predictor of support for populist radical right parties. Hence, to understand the support for the populist radical right, the heterogeneity of its electorate should be recognized.