Neglected seaside town comes alive as a trendy spot in the US after riding a wave

A once-neglected New Jersey shore town known for its rundown boardwalk and weathered homes has reinvented itself as a playground for the wealthy.

Long Branch has become a popular destination for East Coasters due to its luxurious condos, high-end dining options, trendy wine bars, and picturesque beaches. The real estate market in the area features condos that are selling for as much as $4 million, making it an attractive location for those looking for upscale living.

It’s just one hour from New York City, and has its own ferry that shuttles back and forth from the beach to Wall Street.

For those coming from North Jersey and elsewhere in New York, it’s the first beach town you hit on the drive down the Jersey Shore.

Local realtor PJ Kiernan says Donald Trump’s son-in-law Jared Kushner is the one behind the reinvention of the town.

In 2024, Kushner Companies LLC invested a substantial $130 million in the development of two four-story buildings. These buildings house a total of 299 units and offer ground-floor retail spaces that include a SuperFresh grocery store and a café, adding convenience and amenities for residents in the area.

Continuing the expansion, Kushner Companies LLC has acquired additional land for the construction of 46 more condos. These new units will feature top-notch facilities such as an outdoor pool, terraces, and a covered parking garage. With approval from the city to commence construction, the development project is set to enhance the luxurious offerings in Long Branch.

Kushner also owns the Bungalow Hotel and Wave Resort, which are both within walking distance to downtown’s Pier Village and the water.

Condos in Long Branch, New Jersey, which has landed on the map for many East Coasters

Ivanka Trump with her husband Jared Kushner, who is developing Long Branch 

‘Kushner was really responsible for the transformation and for bringing big money to the town,’ Kiernan told the Daily Mail.

‘There are condos going for about $4 million now.’

Kiernan says Long Branch used to draw singles or young couples, but it’s turned into a family friendly town.

‘There are multiple public beach access points, the boardwalk is filled with games, there are restaurants that are so great, steakhouses and places for kids,’ he said.

‘There are a lot of surfers, the beaches are beautiful.’

And singles can still have fun, too, as ‘there are plenty of beach bars,’ he added.

Beachside condos line the water, making the town one of the ritziest spots on the shore.

Long Branch used to draw singles or young couples, but it’s turned into a family friendly town

Local realtor PJ Kiernan says Jared Kushner is the one behind the reinvention of the town

Long Branch is the first beach town you hit on the drive down the Jersey Shore (Pictured: In the 19th century and in recent years)

Jared Kushner’s Wave Resort hotel is located along the ocean in Long Branch

Kushner Companies LLC poured $130 million into developing (Pictured: Ivanka Trump, Jared Kushner and family in 2022)

Jared Kushner’s Bungalow Hotel in Long Branch is located near the water

Pier Village is filled with restaurants and shops and is located near the ocean 

Long Branch used to draw singles or young couples, but it’s turned into a family friendly town

Max’s Bar and Grill is a local hangout for beach bums who want to dine by the water

During the summer season, there are numerous festivals, farmer’s markets and concerts

During the summer season, there are numerous festivals, farmer’s markets and concerts.

For theater lovers, Long Branch is also home to the New Jersey Repertory Company.

This Monmouth County beach spot did begin as a resort town, but fell into disrepair in the late 1900s as big box stores and chain restaurants drew people away from small businesses.

In 1987, a fire destroyed the town’s amusement pier.

And in 2012, Hurricane Sandy tore through the area.

Kushner saw that as an opportunity to build, and he took it.

The state poured money into rebuilding the pier into Pier Village, an upscale mixed-use development filled with locally-owned small businesses. It’s now surrounded by the luxury condos he developed.

The median home price in town is currently $760,500, according to Rocket Homes, which is a 1.7% increase compared to the previous year.

Long Branch’s boom is unusual amid the current condo crisis across the US. 

The once-booming condo market in Florida is in crisis, with Miami-Dade County in particular faltering, according to a recent report by the county property appraiser’s office.

On existing condominiums, values dropped from the start of 2024 to 2025.

In some areas, condo values have dropped by as much as 6.6% since last year.

‘The condos are the next great crisis, because of a perfect storm,’ property appraiser Tomás Regalado said at a press conference.

A combination of stricter state regulations, rising maintenance costs and expensive insurance premiums are driving down buyer demand in the condo market, he added.

But in Long Branch, you wouldn’t be able to tell.