As 2025 draws to a close, I am proud to look back on a year defined by major milestones for Herlong Sotheby’s International Realty.
- The CNE in October: About 250 Sotheby’s International Realty agents from more than 40 affiliates across the country plus the Grand Caymans saw the best the Upstate has to offer during the inaugural Carolinas Networking Event. Other companies claim to be global or international, but we are the ONLY one that brought more than 250 real estate pros to the Upstate. We are part of a true, brain trust of luxury specialists, and we put Greenville and the Upstate lakes region on the map.
- Sustained demand and successful positioning: Despite broader market fluctuations, the Upstate luxury segment remained robust. In the fall 2025 market update, we noted that inventory remains “well below balanced levels” which is roughly three months’ supply instead of the six-month norm thus affirming a strong seller’s market. That dynamic enabled luxury sellers (especially those offering turnkey finishes, acreage, or estate-style homes) to attract motivated buyers.
- Record-setting and headline sales: Through our marketing strategies, we were able to raise awareness of high-visibility properties in Greenville, Lake Keowee, and the surrounding areas. Recent listings and transactions, such as a multi-million-dollar home in the Alta Vista neighborhood and a Lake Keowee estate, underscore the continued appetite for premium real estate in our region.
- Strategic leadership and team growth: We are especially proud to highlight internal growth and stewardship. With the promotion of our new managing broker, Patrick Furman, overseeing day-to-day operations and mentoring our agents, we’ve strengthened our capacity to deliver excellence as the market evolves.
As we look to 2026, we anticipate a year of continued opportunity, provided buyers and sellers stay grounded in smart expectations and strategic timing.
Market Outlook: Gradual Growth, Steady Demand
- Based on national forecasts, homebuying activity is expected to tick up in 2026. Slight easing in mortgage rates and a slower (but positive) pace of price growth may help rekindle interest among buyers.
- For luxury buyers, the broader narrative of value and lifestyle in the Upstate remains compelling: access to nature, quality communities, and a lower cost-of-living compared to major metros will continue to drive relocation and retirement decisions.
- Buyers will likely emphasize lifestyle integration and wellness-driven features. As luxury markets elsewhere (particularly in the South) adapt, we expect Upstate buyers will continue to value privacy, outdoor space (lakes, mountains, acreage), and cultural/community access while aligning with the broader shift toward “living well” rather than just “owning big.” This mirrors national luxury-market trends.
- Smart pricing and strategic marketing will remain essential as more luxury listings come online and inventory grows modestly. Appealing to discerning buyers will depend on presenting properties thoughtfully, and balancing price, amenities, lifestyle appeal, and presentation.
Why Herlong Sotheby’s International Realty Is Poised for 2026 Success
Given the trends, we believe 2026 offers great opportunities, and Herlong Sotheby’s International Realty is uniquely positioned to lead:
- Local expertise and global luxury branding: We combine deep understanding of the Upstate’s communities, buyer demographics, and market cycles with the global prestige and marketing power of the Sotheby’s International Realty brand. That dual advantage remains rare in our region. We have full-time luxury advisors working for you.
- Commitment to storytelling and lifestyle presentation: As buyer expectations evolve, our approach emphasizes more than square footage: we highlight the lifestyle, community, surroundings, and intangible value of Upstate living from lakefront tranquility to mountain vistas to vibrant cultural enclaves.
- Complete Client Transparency. Our clients are blind-copied on every email between their associate and outside agents and/or interested parties. Texts are also easily forwarded or copied and pasted. This policy, which is one I personally initiated at my firm, ensures two important things: One, the client is always informed in real time, and two, they never have to wonder what their associate is communicating on their behalf, or when. Equally important, it’s pretty much impossible to send a blind-copied email on your client’s behalf without making sure the client is OK with it first. Complete Client Transparency fosters continuous, effective communication between us and our clients.
At Herlong Sotheby’s International Realty, we’re excited about what’s ahead. We’re committed to guiding clients through 2026 with the insight, experience, and global luxury perspective that defines our firm and help shape the next chapter of our story.