(An Approach to Their Demographic & Psychographic Profile)
By “newcomer” I mean someone relatively new to owning or spending serious time in the Hamptons, or moving from elsewhere (e.g. NYC, another high-income area) with intention of being part of that market (second-home, seasonal resident, or relocating), not the long-time local or worker.
Key Demographic Traits
Age:
35-65 years old (primary), with a smaller segment 25-35 (younger aspirants)
Established career, maybe children, or looking for a luxury vacation/lifestyle.
Gender:
Mixed; content probably slightly skewed female interest in lifestyle + design; male interest strong in investment, real estate, property value, land, etc.
But successful content appeals to both.
Household Status:
Married or partnered; likely with children (school age) or planning for family time, but also empty nesters.
Many are buying second homes or moving seasonally, so home life, family, entertaining are important.
Income / Wealth:
High income / high net worth. Likely in top few percent regionally.
Able to afford millions for property; able to invest in luxury amenities, maintenance, etc.
Residency Pattern:
Part-time / vacation / second homes; commuting from major metro areas (NYC etc.), or permanently relocating from elsewhere.
Many maintain primary residence elsewhere; likely to split time.
Geographic Origin:
Primarily from other affluent areas: NYC (especially Manhattan), sometimes other states with high property owners (e.g. New Jersey, Connecticut, Florida), perhaps international buyers but less common.
Property Ownership:
Buying or owning second homes; interest in luxury properties, high value listings, premium hamlets (Water Mill, Sagaponack, etc.)
Also interest in lifestyle: beaches, privacy, nature, design, prestige.
Education:
Likely well educated; college degree or higher; exposure to culture, fine arts, design, travel.
This influences what content they appreciate (quality, aesthetics, storytelling).
Key Psychographic Traits & Motivations
Lifestyle Aspiration:
They want more than just property — they want the Hamptons way of living: nature, tranquility, prestige, exclusivity.
Value Quality & Aesthetics:
Design, architecture, interior decoration, landscaping, amenities matter. Visuals count.
Desire for Escape / Balance:
From busy urban life; looking for relaxation, outdoor recreation (beach, boating, kayaking, etc.), and balance.
Social Proof & Status:
Second-homes or high end real estate carry social status; being seen in the right circles or owning in prestigious locations matters.
Privacy & Discretion:
Many value privacy — secluded estates, gated properties, professional but understated luxury.
Community / Local Experience:
While they may start as outsiders, many newcomers want to understand and participate in the Hamptons community: local events, dining, seasonal culture.
Investment & Legacy:
The home is often part of investment portfolio; also emotional legacy (family memories, generational property).
Demographic Data Highlights (Relevant Facts):
A large portion of Hamptons property owners are non-primary residents (but more like second home or seasonal).
For example: in Southampton Town, 65% of property owners are non-primary residences.
Many of these people have their main home in NYC (I.E. Manhattaners make up about 26% of Hamptons property owners.)
Racial / citizenship breakdown (with the data available) in the broader “South Fork” / Hamptons area:
majority White (~75%), smaller shares Black (~3-4%), Asian (~2-3%), and a fair portion of people with mixed or “two or more” races.
Also some portion of non-U.S. born or non-citizens. Median age in the region is in the low-mid 40s (take into account this numbers include the whole population of the north fork area)
What This Means for Social Media Targeting
Given the above profile, these are important things to lean into in content:
Highlight luxury + lifestyle visuals as architecture, interior design, beach/ocean views, landscaping.
Show seasonal living:
How life shifts from summer to off-season, what’s worth knowing in rental vs ownership.
Content around local culture / exclusivity:
Best restaurants, local artisans, hidden gems in the Hamptons, interviews with other residents. Emphasize family, entertaining, hosting, pool decks, outdoor dining, guest houses.
Demonstrate investment value / property potential:
Stories of homes appreciating, renovation before/after, property features that add value.
Provide practical content:
Maintenance in Hamptons climate, weather impacts, costs of homeowners (taxes, insurance), enabling easier transition.
Entertain:
This audience could be excited about Hamptons’ lifestyle content.
Generating this type of content could target the specific potentian Hamptons new home buyer.
