For years, the Hamptons luxury market had carried itself with a relentless drive, a momentum that felt almost impervious to outside forces. Prices continue to climb to unprecedented levels, homes move off the market with surprising speed, and a steady stream of eager buyers consistently materializes, prepared to embrace whatever the moment demands. Yet beneath that seemingly unyielding surface, a different, more subdued reality has formed.
Sellers are sometimes still operating under the assumptions of that golden age, their expectations firmly rooted in peak-era pricing and rapid sales. Meanwhile, those looking to buy have noticeably shifted their approach, now moving with a new sense of caution, often seeking to negotiate and displaying an uncommon patience. Beyond that, properties that appear flawless in their online listings often fail to make the same impression when viewed in person.
Moreover, a growing surge of new construction, each project proudly announced as “luxury,” has blurred into a kind of sameness, offering little to truly capture a buyer’s imagination or compel them to make a quick decision — if any decision at all.
It is against this backdrop that we asked a selection of leading Hamptons brokers and agents for their insights, spanning everything from how to approach pricing to the critical task of distinguishing one property from another. They reveal a market that, while still active, is no longer capable of pretending things haven’t fundamentally shifted.
We asked well-known Hamptons agents their thoughts on the question: What is quietly not working in today’s Hamptons luxury market, and how are you adjusting your strategy because of it?
Matthew Breitenbach, Compass
Pricing is the obvious answer. Everyone says it. But you can price correctly and still see no activity. You can be right, and the house won’t trade. What’s defining the Hamptons market right now is patience. The more patient a seller is, the more they can push. The more they want speed, the more realistic they need to be. It’s not just price — it’s time horizon.
Some houses show great online and disappoint in person. Some are the opposite. There’s no science to it. A cottage can photograph beautifully, but at 1,500 square feet, it may not work. That’s the gap. You have to look at everything, not just the photos. We advise on lifestyle and what people actually need. I’ll do video calls with buyers before we ever schedule a showing. The goal is to narrow it down to homes that make sense.
The way you handle ultra-high-net-worth buyers hasn’t changed. The market around them has. Inventory is low, activity is high, and trades at the top have increased significantly. Ten to 20 [million] feels different than 20 and up. At that level, you have to show logistics — private and off-market inventory — and frame the market clearly on pricing.
With new development, storytelling matters. Developers get into trouble listing too early with renderings. It overexposes the property, days on market climb, and momentum fades — especially if they’re pioneering a new area.
A lot of builders copy each other. It’s a base market with a lot of the same product. There are developers, and there are designer-developers — and far fewer of the latter. Land is more competitive than ever and harder to secure.
This is a powerful moment in the Hamptons. It’s evolving from a resort town into a country town. There are more year-round residents, more demand than ever. You have Florida-based New Yorkers coming back for the summer. It’s not without challenges, but there’s real energy across price points.
Our three-phase strategy reflects that. Phase one is Private Exclusive — testing pricing with targeted exposure. Phase two is Coming Soon. Phase three is Active on MLS. Each phase builds momentum. It lets sellers try a number, get feedback, and adjust without full market risk.
We find inventory on and off market using technology, process, and experience. We don’t believe in standardized approaches.
Stacey Cohen, The Agency
Looking at the Hamptons luxury market these days, I’ve noticed a few things. Some agents, it seems, tend to gloss over certain realities, perhaps because the old ways used to work. But ignoring these shifts can sometimes mean an agent loses a listing, or finds themselves in one of those difficult conversations nobody really enjoys having. These days, both sellers and buyers come to the table having done their homework. Buyers, for one, seem far less driven by emotion than they were years ago. Overpriced properties, as a result, often end up sitting on the market, gathering dust. That’s why it’s so important to set a strategic price right from the start.
Of course, pricing is always a critical piece of any listing. But just as crucial, I’d argue, is the story we choose to tell about that property. I always approach each listing with a clear plan and a distinct point of view. It seems to me agents need to start thinking of themselves more as a brand, rather than simply a listing agent. The luxury market, more than ever, demands precision.
Last year, the market certainly saw a significant surge in sales of properties priced at $20 million and above, and 2026 began with a strong start as well. We’ve also seen quite a few new luxury builds come onto the market. It’ll be interesting to observe if these homes find buyers closer to their completion.
Luxury buyers, it seems, have become a touch more cautious, and they’re negotiating much harder these days. They know the market inside out. What they appear to be searching for is authenticity and a genuine architectural pedigree. Even simplicity, when executed flawlessly, seems to resonate well with them. In the luxury market today, it’s no longer just about competing on luxury itself; it’s about competing on precision.
Chris Ritchey, Compass
What’s quietly not working in the Hamptons luxury market right now is the assumption that we’re still in the 2021–2022 Covid-era frenzy. Many sellers remain anchored to peak pricing, while buyers have become far more disciplined and selective. There’s also an oversupply of new construction that lacks differentiation, many homes feel interchangeable and “cookie-cutter.”
At the same time, buyers don’t need to purchase second homes, so they’re approaching decisions with a much sharper lens on value, quality, and authenticity.
My strategy has adjusted accordingly: price accurately from day one, often using Compass Private Exclusives to test positioning; ensure the product truly delivers in person; focus on properties with real distinction; and underwrite deals with longer timelines and negotiation in mind. The market is still very active, but it’s far more strategic, and it rewards precision over optimism.
Dana Trotter, The Agency
What is quietly not working in today’s Hamptons luxury market is the gap between seller expectations and buyer reality.
Pricing is still strong for properties that are turnkey, well-located, and genuinely move-in-ready properties. But homes that require substantial work, a gut renovation, or a full rebuild are no longer trading at aspirational numbers simply because inventory is limited. That part of the market has changed.
Today’s luxury buyer wants ease. They want a finished product. With construction costs continuing to rise and renovation timelines still far from simple, there is much less appetite for taking on a project. End users do not want the burden of time, cost, and uncertainty, and developers remain disciplined. They will pay real value, not inflated pricing.
Buyers are also more measured than they were a few years ago. They are taking their time, negotiating more, and quickly losing interest when a property does not feel special in person or when negotiations stall because a seller will not budge on price. That is why pricing, presentation, and true differentiation matter more than ever.
My strategy has not changed much. I continue to be honest and direct from the outset. I am advising sellers to be realistic about condition, product, and positioning. If a home is not turnkey, the price has to reflect that. And if it is a new build, it has to stand apart, because buyers are no longer drawn to luxury that feels interchangeable.
Bridget Terry, Compass
Proper pricing is key in today’s market, and overpricing simply isn’t effective. The smartest strategy is to price just below market value, though that can be a tough decision to make. That’s where working with an experienced agent becomes essential… someone who knows the current inventory inside and out and has firsthand knowledge of recently sold properties.
When it comes to preparing your home for sale, selling “as-is” often leaves money on the table. Staging, small repairs, and a fresh coat of paint can make a significant difference without requiring a major investment. A good agent can connect you with trusted professionals to help with these updates.
As for digital staging? It’s not my favorite. It often feels artificial, and buyers can be disappointed when they view the property in person. Seeing a properly staged home, with real furniture, makes a world of difference, especially in spaces like the primary bedroom, where buyers want to visualize how a king-sized bed will fit. Real staging helps them truly understand the layout and potential of a space.
On a personal note, I have to say I’m ready to move beyond the all-white kitchen and bathroom trend. There’s something so refreshing about seeing builders and designers take a bold step, though not so bold that it feels overly specific or hard to personalize. Even a thoughtful touch of color can completely transform a space, adding warmth, character, and undeniable charm!
Wealthy buyers are very active, but they’re moving more thoughtfully. They’re focused on negotiating favorable terms and making confident, well-analyzed decisions. This means transactions may take longer, but buyers remain highly engaged when the right opportunity presents itself.
Edmund Zenuni, Saunders & Associates
What’s quietly not working right now is the assumption that demand alone will carry a deal. The Hamptons luxury market is very active, but buyers are asking more questions and are selective with their decisions.
At the same time, we’re seeing a saturation of “luxury” inventory that doesn’t truly separate itself. In this environment, being good is no longer enough — properties need to feel intentional and memorable.
As a result, my strategy has shifted toward control and precision. Pricing is about creating urgency, demand, and momentum. I am advising sellers to consider overall presentation from day one, so the property and home resonate immediately, and we cast the widest net possible in terms of potential customers.
Successful sales today come down to clarity, discipline, and how well a property connects with the buyer the moment they walk in.
