It’s not every day we see an A-lister involved in the marketing of their real estate, and yet actor Alec Baldwin has stepped in front of the camera to help sell his recently relisted estate in Amagansett, N.Y.
This week, the three-time Emmy winner fronted a YouTube video in which he wistfully describes his fondness for the East Hampton hamlet and the homes he’s lived in there, most notably his 10-acre property on Town Lane.
Baldwin has been trying to offload his longtime Hamptons home since 2022. And recently, the five-bedroom, 10,000-square-foot property returned to the market for just under $19 million—$10 million less than the original asking price. The home has had several previous price cuts. In addition to the latest, lowest amount, Baldwin has also added his personal touch.
The video was published—and seemingly produced—by Saunders & Associates, the brokerage handling the sale of Baldwin’s estate. In the video, which currently has some 90,000 views, Baldwin never says anything as blatant as, ‘Please buy my house,’ but he does drop a few facts that sound like selling points you’d hear from a real estate agent.
“You just can’t get this out here anymore,” says Baldwin, who bought the massive farmhouse in 1995 for $1.45 million. “You can’t buy big pieces of land, especially in Amagansett.”
So, after a series of price reductions and this video—an obvious strategy to drum up some publicity—it seems clear that Baldwin is very eager to sell.
The question now stands: Will this promo video help Baldwin finally unload his property?
Will Alec Baldwin’s video help or hinder his home sale?
Some real estate experts would proceed with caution with such an unconventional sales strategy.
“Using actors or high-profile clients in real estate promotions is a delicate decision to make,” says Jamie Camp, a Los Angeles-based Realtor® with The Agency. :Depending on who the person is, it could hinder the sale. In this case, Baldwin has been in the news about the ‘Rust’ incident, and it does not paint him in a positive light.”
Camp is, of course, referring to Baldwin’s involvement in a fatal shooting during a rehearsal on the set of the movie “Rust” last year. The actor was recently indicted, once again, with an involuntary manslaughter charge after the original case against him was dismissed.
“Would I personally use him to promote his property? I would say no at this time,” Camp admits.
Others believe the Baldwin-fronted video puts a unique twist on traditional real estate marketing.
“The involvement of a celebrity owner adds an extra layer, infusing a personal touch into the overall marketing initiative,” says Ran Biderman, strategic coaching adviser at Real Estate Bees. “If a celebrity agrees to partake in such a project, revealing their own home to the public and adding a personal touch for the viewer, it is likely to enhance the marketing efforts and reach a broader audience.”
A property priced to sell
Baldwin might be a motivated seller, but his bittersweet tone in the video suggests letting go of his Hamptons home of nearly 30 years is not easy. He’s raised children there with his wife, Hilaria. He and his family spent most of their time there during the COVID-19 pandemic.
“He seems sad about having to sell it,” Camp says. “He describes working his way up to this beautiful property from smaller homes he has owned in the area.”
Some buyers may be endeared by Baldwin’s personal message and the nostalgia in his voice, as he describes falling in love with the home the moment he saw it. After all, buying a house can be a very emotional transaction.
But other buyers might see it as an act of desperation and an open door to write offers below the asking price.
“Between the major price reduction and sad video, I expect that investors are going to start writing low-ball offers,” Camp predicts.
Still, no matter how you feel about Baldwin’s video, the fact remains that slashing the property’s asking price by one-third means it’s priced to sell. So all that remains to be seen is how low of an offer Baldwin is willing to accept.
A version of this story was published on Realtor.com, a real estate and rentals site. In addition to homes for sale, you can find rentals like Scottsdale apartments, Austin apartments, Tampa apartments and more.