Herlong Sotheby’s International Realty – Herlong Sotheby's International Realty

April 14, 2026

The 600,000th Person in Greenville

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 600,000^th 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.

April 2, 2026March 30, 2026

‘Match Day’ signals start of spring market

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.

March 16, 2026

Joan’s rule: Chanel No. 5

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.”

That’s not Joan Herlong in this picture.

March 5, 2026March 5, 2026

Kudos to our fantastic associates

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

February 13, 2026February 13, 2026

Furniture Is Not Real Estate

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.”

February 9, 2026

Timing Is Everything: When to Schedule Showings That Drive Results

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.

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January 3, 2026February 9, 2026

Looking back on 2025

Herlong Sothebys International Realty blog 2025

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.

December 30, 2025December 22, 2025

Celebrating a great 2025

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.

December 22, 2025

Spotted in Mansion Global/WSJ

For the second time this year, one of our Associates was interviewed in Mansion Global/Wall Street Journal. This time it was our own Grace Herlong Loveless who was interviewed about the amazing Alta Vista neighborhood.

From the article:

“Alta Vista isn’t officially a historical district, so you can have the proximity without the red tape” associated with preservation designations, she said.

At the top end of the market, Herlong Loveless is also representing the Crescent Grove estate, an 8,000-square-foot, six-bedroom, eight-bathroom residence situated on 0.84 acres in the heart of Alta Vista. With a heated pool, billiards room and 200-year-old milled pine cabinetry, it is one of the more expensive properties in the area listed at a hair under $6 million.

“Greenville is a diverse little city; we also get lots of people coming from other markets,” Herlong Loveless said.

Atlanta is a 2.5-hour drive and Charlotte, North Carolina, only 90 minutes, making Greenville attractive for business leaders and retirees who want a calmer lifestyle that is still within striking distance of big-city amenities. It is also a good option for hybrid workers who may only need to occasionally commute to one of the larger hubs.

November 24, 2025

US News named its top 250 best places to retire. How did Greenville rank?

U.S. News World & Report issued its latest 250 Best Places to Retire list. They are always doing a “Best of Something” report, (one day I want to see a “Worst Of” list from them) and they often don’t mean a lot except to the people who read these kinds of things.

And a lot of people do read these things.

So where did Greenville rank on the list?

60.

Wait, 60. That seems really low. At least, we did better than last year, right?

Wait, what, we were 30^th last year. We dropped 30 places in one year. I know Clemson football is bad this year, but they are like two counties over from Greenville. Did I miss something else? Did the Liberty Bridge fall down?

According to the Post & Courier:

U.S. News overhauled its criteria for the 2026 rankings, leveraging entirely new data and expanding its list from 150 to 250. This year, the report analyzed more than 850 primary cities from metropolitan and micropolitan areas across the country, instead of the broader metro areas as it did last year.

“We do not recommend year-over-year comparisons for that reason,” said Tim Smart, retirement expert for U.S. News. “New cities were added, some had never been evaluated before and scored highly in quality of life and affordability and other factors that retirees say they consider most important.”

People looking to relocate for retirement should consider using the rankings as a starting point, Smart said. They can filter by factors including average rent, housing prices and population size.

Whew, I feel a little bit better right now.

It wasn’t all bad news for Greenville. We were ranked the third-highest of places in the Southeast outside of Florida, and we were the highest-ranked in South Carolina. Other South Carolina cities included in the overall rankings were No. 123 Rock Hill, No. 160 Spartanburg, No. 211 Sumter and No. 244 Florence.

So, what is the message today?

Greenville is a great place to retire. Way above average, actually. And Greenville does normally perform really great on these rankings. We love to talk about them and share. However, it’s also sometimes good to get some not so great news from these reports.