A once-neglected New Jersey shore town known for its rundown boardwalk and weathered homes has reinvented itself as a playground for the wealthy.
Now filled with luxury condos that sell for $4 million, upscale restaurants, wine bars and beautiful beaches, Long Branch has landed on the map for many East Coasters who can travel easily to the shore.
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 poured $130 million into developing two four-story buildings that have a total of 299 units and ground-floor retail space for a SuperFresh grocery store and a café.
He’s since purchased land to build 46 more condos, complete with an outdoor pool, terraces and a covered parking garage. In April, he got the green light from the city to break ground.
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.
