The Associates at Herlong Sotheby’s International Realty are in the real estate business because they want to get people in new homes, and they want their clients to get the best offer for their current homes.
This is more than a job. It is a passion.
So, we are not in the business of breaking records for highest sales in our markets, but it happens. And sometimes, twice in one month.
Our founder Joan Herlong recently represented the buyers in the largest single-home sale in the City of Greenville history with $5 million. This broke the previous record of $4.5 million, which also was held by Joan.
But wait, there’s more.
Shanda Dean recently set a record for the largest sale in the City of Seneca with $1, 170,050 for a listing at Creek Plantation.
Leadership Greenville, known as LG locally, is not your average program. This is an intense cohort that annually brings together wide swaths of local business and community leaders to learn more (and experience more) about Greenville. This year-long program covers almost every facet of our local economy, community and political spectrum.
You come out a much better leader at the end.
Why does this matter for real estate?
This shows that Herlong Sotheby’s International does more than list and sell. We cultivate. We create. We learn.
Thank you to the Post & Courier Greenville for this fantastic article on 716 Anderson Ridge Road.
At $8.9 million, this is poised to be the biggest single family sale in our market’s history.
Set on a private, 7.7-acre landscaped parcel, the estate includes roughly 7,800 square feet of living space including eight bedrooms, eight full bathrooms and two half baths, offering a scale and level of privacy rarely seen in the area. Built in 2010, the home blends traditional architecture with expansive interiors designed for both entertaining and quiet retreat, with features such as a main-level primary suite and multiple living spaces.
Located within easy reach of Greenville’s urban core while offering a secluded, estate-like setting, the property reflects a broader shift in luxury buyer preferences toward space, land, and lifestyle-driven design.
Some of the many highlights include a wine cellar with tasting room, pool, spa, pool house, pizza kitchen, outdoor fireplace, a luxurious home theater and man cave. Guests to 716 Anderson Ridge, enter through a two-story foyer with elegant stairwell leading to an interior balcony. The main house’s layout maximizes natural lighting and space. The property also includes a roughly 1,900 SF guest house.
As someone who moved to Greenville eons ago, when the county’s population was just above 300,000, I was blown away at a community planning meeting earlier this month when I heard this:
Greenville’s population will reach 600,000 by 2030. Doubling population in 40 years isn’t super extraordinary, but you don’t see growth like that every day. This is a big deal for our community, and a harbinger to would-be Greenvillians, like you.
If you’re reading this, you likely want to be in that 600,000th person, because you plan to move to Greenville by 2030.
Some other stats we learned that may surprise you . . .
In 2020, Greenville had 525,000 residents. It will reach 600,000 in 2030.
Total households will go from 209,082 in 2020 to 253,173 in 2030.
The average household size will shrink from 2.46 to 2.39.
The number of owner-occupied homes (important to us and you) will go from 138,898 to 175,160.
The average age will go from 38.7 to 40.3.
There’s a lot to digest from all this data, but here’s what I think matters:
Demand for the Greater Greenville real estate market will remain strong, and evolving.
The next few years will be defined by a continued push toward new construction and redevelopment. Builders are already trying to keep up, but land constraints in the most desirable areas (Downtown, the Eastside, Five Forks) will only get tighter. (It remains true that “they’re not growing any more land.”) We’ll likely see more infill development, higher-density communities, and creative mixed-use of available space. Townhomes, paired homes, and smaller single-family lots are going to become a bigger part of the conversation, whether buyers initially think they want them or not.
Another key trend I see coming is a widening gap between price points. As demand grows and inventory remains tight, well-priced homes in established neighborhoods will continue to move quickly, often with multiple offers. At the same time, some more unique, custom higher-end properties may take a bit longer to sell, but they’ll benefit from our steady influx of out-of-state buyers. Many of those buyers are entrepreneurs who move their business with them, because they find Greenville more affordable, especially when it comes to lower property taxes and our well trained labor force.
Let’s talk about owner-occupied homes, because that jump from roughly 139,000 to over 175,000 is significant. For buyers, that’s a strong signal of long-term stability. Neighborhoods will mature, amenities will follow rooftops, and property values will continue to be supported by real demand, not mere speculation.
So, if you’re planning to make Greater Greenville your new address in the next few years, the takeaway is this: timing will matter, but strategy will matter more. The days of casually browsing and “waiting for the perfect home” are fading.
Success in our consistently strong, positive real estate market will come from understanding where growth is headed, being open to evolving housing options, and moving decisively when the right opportunity presents itself. Having the right Realtor on your side is step one in savvy decision-making; congrats Dear Reader, you already know where to find one.
This story originally ran in the Greenville Journal. They are an outstanding source of local news.
The Ides of March are full of portent for fourth-year medical students across the U.S. They await Match Day with bated breath. So do Upstate Realtors … those “in the know” anyway.
What is Match Day? It’s when med students, those soon to be an M.D., match with one of their chosen residency programs — and the Upstate has lots of residencies. This year it’s March 20th.
Why would a Realtor care? While manufacturing remains the Upstate’s largest industry, health care is our largest employer, and it’s growing faster. We welcome an influx of newly minted M.D.‘s in search of housing every March. Most residents rent — they’re largely compensated by the benefit of EXPERIENCE — but Match Day triggers a domino effect. Doctors seasoned by their residencies and fellowships in the Upstate also start house-hunting as they shift into private practice.
If you’re a typical Upstate seller who assumes you should wait to sell “when my azaleas are in bloom” (in April, for 10 minutes …) you may want to rethink that. Match Day marches us into the spring market.
This article originally was posted by the Greenville Journal, and we are sharing with their permission (and because we love it so much)
Price-per-square-foot is but one important aspect of analyzing a home’s value, says Joan Herlong of Herlong Sotheby’s International Realty.
“But price-per-square-foot is not the be-all, end-all,” she warns.
Too often, a seller will consult an online service to see what a neighbor sold their home for and use that as the basis of their target price.
“Price-per-square-foot is not a fungible factor in the pricing process,” Herlong says.
Instead, what Herlong often tells sellers is this: “I’m willing to pay $200 for an ounce of Chanel No. 5 in a beautiful cut-crystal bottle that looks pretty on my dresser, makes me smell nice and that makes people think I’m wealthy enough to afford it. Whether full or empty, a tiny bottle of Chanel No. 5 is a big status symbol.”
But while she’ll pay $200 for an ounce of Chanel No. 5 in that cut-crystal bottle, Herlong says no one would be willing to pay $200 an ounce for a 5-gallon jug of it.
“So, when someone tries to cut-and-paste the price-per-square-foot for the petite, perfect home down the block into their giant fixer-upper, the numbers don’t compute,” she says. “They’re essentially pouring their Chanel No. 5 into a big plastic jug and trying to make the numbers work.”
In fact, Herlong routinely confers with appraisers who tell her price-per-square-foot has become almost meaningless.
“Buyers and sellers — mostly sellers — have devalued the term through over-usage,” she says. “Again, it is one small facet of a home’s value. Hence the Chanel No. 5 metaphor.”
We know our team rocks, and last week we celebrated them.
Herlong Sotheby’s International Realty recently honored its Associates and staff for amazing work in the past year.
F. Reid Hipp Award (Company MVP ): Michael McGreevey
F. Reid Hipp Award (Greenville office MVP): Jeff Merritt and Matt Crider
F. Reid Hipp Award (MVP Clemson Office): Amy Hammond and Shelby Lamon
Top Associates by side/units and by volume (Greenville office): Grace Loveless and Jessica Kilcoyne
Top Associates by side/units (Clemson office): Amy Hammond, Diane Bostrom and Shanda Dean
Top Associates by volume (Clemson office) Diane Bostrom and Lisa Vogel
Top Associate by Volume (Companywide): Lisa Vogel
Chairman’s Circle Award ($10 million and more in sales): Christy Ross, Grace Herlong, Jessica Kilcoyne, Amy Hammond, Diane Bostrom and Lisa Vogel
President’s Circle ($5 million to $9.9 million in sales): Drew Torres, Jeff Merritt, Matt Crider, Michael McGreevey, Morgan Coleman, Patrick Furman, Samantha Snyder, Beau Sylvester, Michael Schultz and Shanda Dean
CNE Home Run Award: Jackson Herlong
Raising The Bar (Recognition of Committee and Board Service): William Herlong, Jackson Herlong, Patrick Furman, Amy Hammond Matt Crider, Michael McGreevey, Samantha, Snyder Taylor Mitchell, Beau Sylvester, Matt Nocks, Lisa Vogel, and Diane Bostrom
Sotheby’s Brand Awards: Jessica Kilcoyne, Sijia Hughes, Matt Nocks, Beau Sylvester, Michael Schultz and Shelby Lamon.
Ninja Training Graduates: Charles D’Alessandro, Christy Ross, Jeff Merritt, Jessica Kilcoyne, Lindsey Kovach, Michael Schultz, Sijia Hughes and Sung Yi Soug.
Skyrocket Awards (Associates who increased their volume by at least 50% over the previous year): Beau Sylvester, Michael Schultz, Christy Ross, Jessica Kilcoyne, Sijia Hughes, Grace Loveless, and Amy Hammond.
Business 101 Award (Excellent Business Plan) Beau Sylvester, Christina Van Slambrook, Jeff Merritt and Michael Schultz
Social Presence Award (Associate with most social media followers): Grace Loveless.
Land Award (most land deals): Pat McNamara
Outgoing Referral Award: Jeff Merritt and Matt Crider
Incoming Referral Award: Beau Sylvester and Jessica Kilcoyne.
Top Team Award (Greenville office): The Furman Group (Matt Nocks, Patrick Furman and Samantha Snyder)
Top Team Award (Clemson office): Legacy Lake and Mountain Living (Beau Sylvester, Charles D’Alessandro, Lisa Vogel and Michael Schultz
The following originally printed in the Greenville Journal.
When it comes to vacation homes, the contract of sale often includes a separate Bill of Sale for furnishings. The challenge, says Joan Herlong, Owner and CEO of Herlong Sotheby’s International Realty, “is that furnishings are not real estate. I’m not a furniture salesmen; it’s not my job to place a value on furniture.”
It’s not uncommon for a contract of sale to include a few items for just a dollar. “For example,” says Herlong, “the washer, dryer, fridge, and four porch rockers are sold for one dollar, paid at closing, on a separate Bill of Sale. Include all that stuff for a dollar, and it’s easily folded into the mortgage.”
“The oddest personal items I’ve ever sold for a buck were two Jack Russell terriers,” recalls Herlong. “They were cute pups, but so mean . . . and the seller insisted on selling them after the buyers first wrote them into the offer!”
Sometimes buyers and sellers get creative in the value of used furniture – in a cash deal.
“I’ve put numerous cash deals together whereby the buyer and seller happily agree on a Bill of Sale number that significantly exceeds actual market value, and the price tag for the house itself is consequently lower.”
Why were they happy?
“Because the seller doesn’t pay commission or sales tax on the sale of used couches, beds, tables, etcetera. The seller’s focused on their bottom line,” says Herlong. “The buyer’s property tax basis is also lower. That’s often a cash recipe for happiness.”
In real estate, presentation matters just as much as price and condition. But there’s another crucial ( and often overlooked) factor that can elevate your listing: timing.
The best showings don’t just occur when a home looks great. They happen when buyers are available, attentive, and engaged. Thoughtful scheduling helps maximize interest, reduce days on market, and create enthusiasm that translates into strong offers. Here is how Herlong Sotheby’s International Realty Associates look at the calendar when it comes to maximize showings.
Warmer weather brings out more buyers: Spring and early fall are traditionally strong seasons for showings because mild temperatures, blooming landscapes, and longer daylight hours make properties appear more inviting. Curb appeal is naturally enhanced and buyers are more inclined to get out and tour homes during the day.
Avoid extreme weather: Showings during heavy rain, snow, or sweltering heat typically see lower attendance. Potential buyers are less likely to brave poor conditions, and first impressions can be compromised by weather-related distractions. Can you handle the weather? No, but you need to be cognizant of it. We have a meteorologist on our team, but she is here because she knows the market. Her weather skills are a benefit.
LOCAL buyers tend to look on weekdays, at least the first look. Why? Because they have soccer games and T-ball and birthday parties to endure on weekends.
Out of towners, on the other hand, tend to look on weekends. Presidents Day weekend often brings an influx of potential buyers who visit GVL or the Upstate to take it for a test drive. There’s no angst about spending Presidents Day with your mother or mine, it’s mostly where do we want to buy a new mattress and let’s check out GVL this weekend.
In the Spring market, there are weeks when it feels oddly slow to a seller: as in public school spring break. Each school district is a little different, and many private schools follow their lead. We don’t typically launch a new listing during spring break, better to wait until the next week when people are home.
On May weekends, sellers are often competing for attention with graduations, play-offs, recitals, weddings, and pre-wedding parties.
Even in a lively fall market, sellers often hear crickets on weekends when Clemson and South Carolina play at home.
Aim for mid-morning to mid-afternoon showings on sunny days when natural light highlights interior spaces.
Best practice: Provide a range of time slots to accommodate diverse schedules; flexibility often equals more traffic and better offers.
School breaks: Families prioritizing vacations or childcare schedules tend not to attend showings during Spring Break, summer vacation peaks, or winter holiday hiatuses.
A Strategic Approach
Selling luxury property or a unique estate isn’t just about exposure; it’s about quality of engagement. When you schedule showings thoughtfully:
You respect the buyer’s time by increasing the chance they’ll stay engaged longer.
You respect the seller’s lifestyle by minimizing the stress of constant turnover.
You optimize visibility by positioning the property at times when buyer demand peaks.
In short, timing isn’t tactical, it’s strategic. A home that’s easy to tour at the right times often attracts more consistent interest and commands stronger offers. Your listing deserves more than exposure; it deserves the right exposure. Get the timing right, and you set the stage for success.
Before we shift into full focus on 2026, I want to recognize what the amazing group of Associates at Herlong Sotheby’s International Realty accomplished together in 2025.
In short, we did REALLY WELL in 2025.
First, our year-over-year performance as a company (2025 vs. 2024). These statistics come from Brokerage Engine, and therefore account for our performance in both of our main MLS markets, WUAR and GGAR, without duplication. All percentages referenced are year-over-year growth.
419 total transactions (+14.48%)
450 total sides (+14.80%)
$329.91M in total sales volume, (+12.75%)
Average sales price: $754,590 (+3.93%)
$9.29M in total GCI (+17.39%)
$9.07M in adjusted GCI, (+18.75%)
Said plainly, our agents did smarter, higher-quality business in 2025
Now, let’s put that in context.
Across the Upstate MLS regions (Greater Greenville and Western Upstate), 2025 was a “normalizing” market: closed sales were up roughly 6–8% year-over-year, and prices rose about 3–4%, while inventory and months’ supply increased significantly.
Here’s how we stacked up against the rest of the market in general:
While the market grew 6–8% in units, we grew nearly 15%, roughly DOUBLE THE MARKET’s PACE. In other words, we EXPANDED OUR MARKET SHARE.
Market pricing rose around 3–4%, we slightly exceeded that, while operating at a dramatically higher average price point. Our client service, our local reputation, and our truly international, luxury brand ELEVATES our clients’ values.
Market-level dollar volume growth was under 10%, while our GCI grew 17–19%. This reflects stronger listings, higher-value transactions, and disciplined execution from HSIR agents, as compared to the average agent / the market itself.
None of this came easy. We accomplished this in a year where inventory increased and competition intensified. Our Greenville agents worked out of a temporary office for part of the year, and then out of a semi-destroyed space under a giant blue tarp (courtesy of Hurricane Helene 16 months ago). I’ve always said that when top agents are working, they’re in someone else’s house, or in their car, or on their computer, and/or on their phone. We don’t need fancy offices to EXCEED THE MARKET, but having a fancy new GVL office (and a new lake office soon….) won’t hurt our performance in 2026 either.
Results like this don’t just “happen.” It comes from:
Honor and Advocacy, in the way HSIR agents interact with outside agents and advise our clients.
Expertise: in the form of disciplined pricing and adept negotiation strategies.
Reputation: storytelling and brand alignment that earns and builds trust.
Relationship-based client service. We are not transactional, our clients rely on us way beyond the closing, and we feel privileged to be their first call with any kind of question, not just real estate.
In short: while the pendulum swung, and the market normalized, we only got better.
That’s the difference between a brand that participates in the market, versus a brand that LEADS it.
We don’t just meet the standard, we set it.
I’m excited to see us carry this momentum into 2026.
