The prestige gap between the Hamptons and New Jersey’s beach towns is narrowing as convenience and pricing reshape luxury buyer preferences in the Northeast. Joseph DeNaro, realtor at Realty ONE Group Emerge and longtime New Jersey shore property owner, says the change is clear. “There’s a lot more New York cars at the beach in New Jersey,” DeNaro observes. “There’s also a shift happening within the metro area, amongst the beach communities.”
For decades, the Hamptons held an unrivaled position for affluent buyers seeking second homes. Now, DeNaro says New Jersey’s beach towns offer similar amenities with better access for Manhattan buyers, creating a level of competition not seen in previous years.
Accessibility Is Driving Buyer Interest in New Jersey
Accessibility is the main reason Manhattan buyers are looking to New Jersey. DeNaro points out that the Hamptons are “very expensive, overpriced, very difficult to get to,” while New Jersey offers “just about the same thing” with far less hassle. During peak summer weekends, travel to the Hamptons can mean hours of gridlock; New Jersey’s beach towns, by contrast, are reachable by multiple highways and offer shorter, more predictable drive times.
This convenience extends beyond travel. New Jersey’s beach towns provide easier access to restaurants, shopping, and recreation, all without the congestion or exclusivity typical of the Hamptons. For buyers who want a secondary property they can use frequently and spontaneously, New Jersey’s accessibility is a major draw.
Importantly, this shift isn’t just about first-time buyers or those priced out of the Hamptons. DeNaro says he is seeing interest from buyers who previously owned or rented in the Hamptons but are now considering New Jersey as a practical alternative. “I really feel there’s a shift a little bit where the New Jersey market is rising a bit,” he says.
Pricing Differences Are Reshaping Buyer Decision
Pricing Gaps Are Influencing Purchase Choices
While convenience is critical, pricing is just as influential. DeNaro says many buyers now see the Hamptons as overpriced relative to what’s offered. New Jersey’s beach towns, though not cheap, present a better cost-to-amenity ratio.
Within New Jersey’s luxury segment, prices range from $300,000 to $12 million, but most transactions fall between $300,000 and $1 million. Comparable properties in the Hamptons often cost far more, sometimes offering fewer amenities or less desirable locations.
This price gap matters most to buyers seeking investment properties or part-time homes. In a market where higher interest rates and economic uncertainty are making buyers more cautious, the Hamptons’ premium is harder to justify. For some, New Jersey’s relative affordability opens the door to a market they previously saw as out of reach. “New Jersey offers just about the same thing,” DeNaro says, framing the market as a first-choice destination, not merely a fallback.
New Development Activity in Seaside Heights
Seaside Heights illustrates how new development is changing perceptions of New Jersey’s beach towns. DeNaro notes, “There’s a lot of private development money and state money going into it, and there’s a lot of things being knocked down and started from scratch and built in huge developments that are very high end.”
Historically more affordable and less prestigious, Seaside Heights is now attracting major investment. New construction is aimed at higher-end buyers, offering finishes and amenities on par with more established markets. DeNaro believes early buyers in Seaside Heights stand to benefit most from this momentum, as the area is being “revalued” after years of lagging behind neighboring towns.
This wave of investment isn’t limited to Seaside Heights. Other towns on the barrier island are also seeing new projects, but Seaside Heights represents the most dramatic change. The result is a market that can now compete with the Hamptons on property quality and amenities, while maintaining a price advantage.
Implications for the Northeast Luxury Beach Market
These trends are forcing buyers, sellers, and investors to rethink the luxury beach market in the Northeast. The Hamptons have long been the default for affluent New Yorkers seeking a convenient second home. Now, New Jersey is challenging that assumption by offering similar amenities, better access, and more favorable pricing.
DeNaro’s experience suggests this is not a temporary shift triggered by pandemic demand or short-term disruptions. Instead, buyers are fundamentally reassessing the value and convenience of traditional prestige markets. Those who once defaulted to the Hamptons are now weighing their options and often choosing New Jersey.
This realignment could have long-term effects on pricing and demand in both regions. If New Jersey’s beach towns keep attracting buyers who would have previously chosen the Hamptons, the pricing gap may shrink further. At the same time, the Hamptons may have to respond by justifying its higher prices through improved amenities or more flexible access.
DeNaro’s firm, Realty ONE Group Emerge, is responding by targeting buyers who now see New Jersey as a primary option. As these patterns continue, the rivalry between the Hamptons and New Jersey’s beach towns is set to become a defining feature of the Northeast luxury real estate scene.
Looking Ahead
The growing appeal of New Jersey’s beach towns reflects a broader trend of buyers prioritizing practicality and value over traditional status markers. For Manhattan buyers, shorter commutes and competitive pricing are outweighing old notions of prestige. As investment flows into towns like Seaside Heights and more high-end options emerge, New Jersey’s coast is positioned to capture a greater share of the luxury market. In the future, sellers and developers on both sides of the Hudson will need to adapt to a landscape where access, amenities, and value and amenities determine which beach communities come out on top.
