Author: SIR Admin

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Joan Herlong on Carolina Business Leaders Podcast

Joan Herlong, Upstate SC real estate pro

Wanted to share this great podcast that Joan was recently on! Carolina Business Leaders. This podcast, if you haven’t guessed it, interviews business leaders across the team and is led by the dynamic husband and wife team of Heath and Cristina Gerrald.

Give it a listen here.

And here is a short summary:

In this episode of the Carolina Business Leaders Podcast, host Cristina Waingart Gerrald sits down with Joan Herlong, the owner and CEO of Herlong Sotheby’s International Realty. Joan, a prominent figure in the real estate industry with over 30 years of experience, shares her journey of building a successful real estate business in the Carolinas. Joan delves into her company’s client-first approach, her experiences transitioning from journalism and advertising to real estate, and the challenges and triumphs she faced along the way. She offers insights on the unique aspects of the Greenville market, the impact of COVID-19 on the industry, and her advice for new agents. 

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For Realtors, finding the best solution for the client is the ultimate goal

Herlong Sotheby's International Realty

The following blog was originally posted in the Greenville Journal on August 28.

There are times when a good Realtor will talk a buyer or seller off a ledge, not push them over it, says Joan Herlong of Herlong Sotheby’s International Realty.

“Sometimes, the best play is to talk someone out of being my client,” she says. “Because it’s our job to represent their best interests, not ours.”

Herlong points to a recent interaction.

“This couple was serious about buying one home and selling their own,” she says. “Both properties were well over $1 million.”

But there was a hitch — the home they were selling was better than the home they were thinking of buying, and they were both equally sized.

“They were neither downsizing nor upsizing,” Herlong says. “But the home they were interested in had a pool, and the pool was the tail that was wagging the dog.”

Instead of moving forward, Herlong advised the couple to install a pool at their existing home, which is what the couple decided to do.

“At first, they were stunned,” she says. “But as I explained it to them, they saw that to move just for a pool just didn’t make sense.”

Was this advice a missed opportunity for Herlong? It depends, she says.

“Yes, I talked myself out of a good bit of income and volume,” Herlong says. “But that’s not the point. I’m not here to shoehorn people into or out of their homes. That would be serving my bottom line. My job is to serve their bottom line, and that’s the better long-term strategy.”

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Diving into the topic of pools

Joan Herlong Sotheby's International Pool Blog

In the heat of the summer, homeowners who don’t have a pool may find themselves wishing they had one. 

Clients often the Associates at Herlong Sotheby’s International Realty whether adding a   pool adds value. 

Our boss Joan gives this sage advice, “pre-pandemic, I would advise   homeowners to add a pool for   their own enjoyment, not as a value-add because sometimes, a pool might actually drive a home’s value down. But post-pandemic, however, pools have become more than  just pools. They’re seen as a safe way for families to entertain and enjoy the outdoors. “

During the pandemic a friend with a heated pool was approached by other friends who offered to pay the heating costs if it meant their kids and friends could use it. 

Today, many buyers expect high end homes to have a pool, even if the topography doesn’t readily lend itself to it. The demand for pools skyrocketed during the pandemic, and that hasn’t come down. 

But not all pools are the same, she warns. 

“If you’re putting in an above-ground pool that is made of vinyl,  it’s probably not the right move,” she says. 

Instead, buyers should invest in gunite (a durable mix of ce ment and sand) pools over concrete or above-ground installa tions with vinyl linings. 

“If the quality of the pool doesn’t match the overall quality of  the house, you could be making a poor investment,” she says. “It’s  like paring flip-flops with a tuxedo — it just doesn’t work.” 

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Even in the high-end home market, cash is still king

Joan Herlong Sotheby's International Realty

Paying cash for a seven-figure home happens more often than people think, says Joan Herlong of Herlong Sotheby’s International Realty.

“Some buyers may finance part of the home as a tax shelter,” she says. “But in many cases, if they have the cash, they’re going to pay cash.”

And paying cash brings certain benefits for buyers and sellers, alike.

“Most notably, if the buyer brings cash, the seller knows the money is there,” she says. “There’s no waiting, no guessing, no wondering.”

Cash also greases the wheels in what can be a lengthy closing process.

“A cash buyer can close quickly,” she says. “Whereas those borrowing the money are constrained by lending rules that slow things down.”

Another benefit is that cash offers are not contingent upon appraisals.

Herlong says some cash buyers sometimes include an appraisal contingency, but that can be perceived by a seller as a red flag.

“This is because it removes the ‘arms-length’ aspect of the appraisal process, which could lead to a conflict of interest, depending on who the buyer brings in to do the appraisal (their brother-in-law, for example).”

The bottom line? Even in high-end residential home sales, cash is still king.

“If there are two identical offers on the same listing, the cash offer will almost always be the seller’s choice,” she says. “And it’s way more common for people in the market for a seven-figure home to come to the table with cash than first-time homebuyers.”

This post originally ran in the Greenville Journal

Photo Credit: Chelsea Ashford

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Two great ways to never sell a house!

Joan Herlong Sotheby's International Realty blog post

We bet you weren’t expecting this headline?

“The first, best way to not sell a house is by hosting a broker open house,” she says. “I’ve been doing this for more than 30 years, and I can only point to two times that a sale came directly from a broker open house. A broker open house is open only to brokers. And you generally lure them with promises of free food and prizes.”

It’s not that there’s something wrong with doing a broker open house, especially if it’s what the seller wants.

But Herlong says they’re too often overhyped.

“It’s misleading to tell a seller that a broker open house is going to jump-start the sales process,” she says. “I very rarely attend a broker open house.”

The second-best way to not sell a house is to list it, put a sign in the yard, and then go radio silent.

“It’s frustrating to ask a question and then it takes DAYS to get the listing agent to provide an answer. They don’t follow up with any alacrity,” she says. “A good listing agent anticipates questions and provides answers, up front. We should be proactive on our client’s behalf, not just reactive.”

So, what does sell a house?

“Three things: price, condition and presentation,” Herlong says. “And it is a three-legged stool. You can have a gorgeous estate at a great price but then post pictures you took with your cell phone and undermine the property.”

This story originally ran in the Greenville Journal

Photo credit: Chelsea Ashford

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Let’s raise the bar for the real estate industry

The real estate industry feels under attack.

“And that’s a natural feeling, given so many consumer-based concerns,” says our very own Joan Herlong. “But the better response is how is the industry going to raise the bar for itself?”

Herlong says a good start would be bolstering professional standards.

“The qualifications for getting a license in this state are almost non-existent. You must be 18, have a GED and a reasonably clean criminal record — not clean, reasonably clean,” she says. 

Beyond such low professional requirements, Herlong says lax ethical-accountability standards leave consumers at risk.

“While our state and local associations do hold ethics hearings, when the respondent is found to be in violation, it remains confidential,” she says. “And this can leave many home sellers and buyers in the dark. They’re trusting their Realtor with one of the biggest investments they’ll ever make.”

Inman News (a real estate industry publication) notes that 71% of agents did not close any deals in 2024. Professions, such as medicine or law, have designations that inform the consumer as to experience and expertise, such as board certificatied, senior resident, partner, junior associate, senior partner, emeritus, of-counsel, or retired.

“Realtors are associates, brokers, or a Broker-in-Charge,” says Herlong. “There are no other designations to better inform the public as to how experienced or actively-engaged a Realtor is.”

“If our industry truly seeks to improve our public image, we need to take a fresh look – from the consumer’s perspective,” says Herlong. “Otherwise, we’re at risk of more litigation. We need a megadose of transparency.”

This story originally ran in the Greenville Journal.

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Watch our YouTube Channel

Herlong Sotheby's blog

What’s great about our YouTube Channel and why you should follow it?

— No AI

— No cats

— No sub videos of someone shaking their noggins in agreement.

— No phrases such as “you’ll never believe what they found in the basement.”

— Just the best houses in the Upstate of South Carolina, and sometimes comments from our Associates.

Watch it all here.

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Herlong Sotheby’s International Realty adds acclaimed Upstate Meteorologist

Christy Henderson, Herlong Sotheby's

 Last week, beloved award-winning Upstate meteorologist Christy Henderson announced she was leaving her post with WSPA after 21 years.

This week, Herlong Sotheby’s International Realty is proud to announce it has hired Henderson, who will be using her legal name of Christy Ross when she lists and sells homes for her clients, full-time as a Realtor Associate.

Originally from Fort Worth, Texas, Ross grew up among conversations about ranching, mineral rights, and owning land. Though most of her family has been involved with real estate, she chose an initial career path that followed her love of math and science. She graduated from Texas A&M University with a degree in Meteorology. Her on-air debut was at KCEN-TV in Waco, Texas, followed by stints in New Orleans, Los Angeles, Atlanta (where she did weather segments with guests such as The Rock, Kevin Bacon and Ed McMahon), Washington, D.C., and Dallas.

She is a six-time winner of the South Carolina Broadcasters Association’s “Weathercaster of the Year” award, and three-time winner for the SCBA’s “Personality of the Year” award.

“Christy’s honors underscore the trust she has earned among her viewers and colleagues,” said Joan Herlong, CEO of Herlong Sotheby’s International Realty. “Through her ability to connect, a deep-rooted understanding of the value of owning a home, and a passion for the area she serves, Christy serves as an incredible Realtor for her clients.”

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Our best: 2024 edition

Herlong Sotheby's International Realty

We held our annual meeting this week. This is where all of our Associates gather to learn together and celebrate our combined successes. We had a great year in 2025, and with no further ado, let us tell you about winners.

Most units sold Greenville: Grace Loveless and Michael McGreevey

Most units sold Clemson/Lakes Office: Diane Bostrom and Amy Hammond

Top volume Greenville:  Grace Loveless and Morgan Coleman

Top volume Clemson: Lisa Vogel and David Vandeputte

Top Associate Company Wide:  Lisa Vogel and Grace Loveless

Double Black Diamond (Experts Only) Award: David Vandeputte, Lisa Vogel, Christy Henderson Ross and Grace Loveless

Development Award: Drew Torres

Longevity Award:  Caroline Allison and Matt Crider

Brand Expertise Award: Matt Nocks

Reid F Hipp Award  (Most Valuable Associate Award ): Michael McGreevey

Rookies of Year Award: Michael Schultz and Beau Sylvester, Legacy Lake Living team

Skyrocket Awards: Agents who increased their business by at least 50% year-over-year: David Vandeputte, Morgan Coleman, Matt Crider, Jessica Kilcoyne, Pat McNamara, Amy Hammond, Jacob Glodde, Jansen Young, Sijia Hughes, Dixie Dulin and Brandy Bishop 

Call Your Shot Award:  Michael Schultz and Beau Sylvester, Legacy Lake Living team; and
Christy Henderson Ross

Land Award: Pat McNamara

Outgoing Referral Award: Grace Loveless

Incoming Referrals Closed Award: Jeff Inman

Ninja Class of 2024: Beau Sylvester, Sijia Hughes (1st installation) Jessica Kilcoyne, Samantha Snyder (2nd installation)

President’s Circle (Associates who did more than $5 million): Pat McNamara, Amy Hammond, Drew Torres, Jacob Glodde, Jeff Inman, Caroline Allison, Christy Henderson Ross

Chairman’s Circle (Associates who did more than $10 million): Lisa Vogel, David Vandeputte, Grace Loveless, Morgan Coleman, Matt Crider, Michael McGreevey, Diane Bostrom, Jessica Kilcoyne, Patrick Furman and Matt Nocks

Top Team, Greenville Office: The Furman Group 

Top Team, Clemson Office: Legacy Lake Living 

Class of 2024: Beau Sylvester, Michael Schultz, Adam Pitts, Charles D’Alessandro, Jeff Merritt, Kelly Kimble and Shelby Lamon

“We had a historic year in 2024, and that is due to the hard work of our Associates,” said Joan Herlong, CEO of Herlong Sotheby’s International Realty.