That appeals to the racists who form the core of his support
Which is why we never get an answer as to why people vote for these charlatans. The real reason is because the politics of Farage and his ilk gives them validation for their racist and xenophobic beliefs, they just don’t feel they can say that out loud. Many a slip up where they do accidentally say the quiet part has been recorded when Reform/Restore talking heads are doing the media rounds of course.
Ultimately they either don’t know or don’t care that should Reform, Restore (or even the Tories where they are currently) enter power their lives will in fact be made (even) worse, as long as forrins and brown people get it worse than they do.