Benzinga and Yahoo Finance LLC may earn commission or revenue on some items through the links below.
In a move that defies traditional real estate logic, “The View” co-host Joy Behar has increased the asking price of her New York estate by more than $1 million — despite the property languishing on the market for over a year, according to Realtor.com.
The 123-year-old Victorian home is now listed for $6.99 million, up from its December asking price of $5.95 million.
The pricing strategy, orchestrated by listing agents Ed Gaetjens and John Wines of Saunders & Associates, is a “proactive” shift aimed at capturing the attention of high-net-worth investors seeking equity upside in the prestigious Hamptons enclave of Sag Harbor.
“We told Joy that we’re not just taking [her listing] to take it again, we want to think outside the box on this,” Gaetjens told Realtor.com.
Don’t Miss:
The Pricing Rollercoaster
Behar’s journey to a sale has been a lesson in market volatility. She originally listed the 4,500-square-foot home in November 2024 for $10.95 million. After failing to attract a buyer, the price was slashed repeatedly throughout 2025, bottoming out at just under $6 million.
A significant comparable sale — or “comp” — in the neighborhood triggered the decision to reverse course and hike the price on March 21. A nearby property recently traded for $11.25 million, Realtor.com reported. While that home featured modern upgrades that Behar’s lacks, the sale was proof of the prices the area’s properties can command.
“At $6.99 million, it’s still a steal because there’s so much room in there,” Wines told Realtor.com. “We have a legitimate comp next door that allows us to say, ‘Here’s what a turnkey house is worth.'”
The property’s 4,500-square-foot main residence has four bedrooms and 4½ bathrooms. It includes a chef’s kitchen, gunite pool and a separate guesthouse with a living room complete with a fireplace that has rental income potential.
Trending: Explore Jeff Bezos-backed Arrived Homes and see how investors are earning passive rental income — now with a limited-time 1% bonus match for new investors.
Selling the Vision, Not the House
The agents say that the property, which Behar paid $4.75 million for in 2016, needs work to reach its full valuation potential. To bridge the gap for buyers lacking vision, the team is working with architects to provide preapproved renovation plans and cost estimates, they reportedly told Realtor.com.
By securing planning permissions ahead of time, the listing now functions more like a development opportunity than a residential sale. The strategy is to show the buyer how a $7 million investment plus a renovation budget can transform into a $12 million asset.
“We would probably have had 20 buyers, easily, if the house was renovated regardless of price,” Wines said. “If there isn’t a buyer at this price, I think we will probably find a buyer to have it renovated and sell it at the higher price.”
For investors who want to…
Read More: ‘The View’ Star Pulls A Real Estate Curveball — Joy Behar Raises Price $1M
