Tag: Herlong Sotheby’s International Realty

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Herlong Sotheby’s International Realty shines huge light on the Upstate with CNE

Herlong Sotheby's International Joan Herlong blog

GREENVILLE, SC — 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.

“The response from SIR agents everywhere was almost overwhelming,” said Joan Herlong, CEO and founder of the agency. “The feedback we’re still receiving has been uniformly positive — about greater Greenville, the incredible range of properties within our market and especially our magnetic downtown. Every aspect of this event delivered a wow factor.”

The Carolinas Networking Event (CNE) was held October 12-14 in downtown Greenville.

Felicia Delope, a real estate professional with Realogics Sotheby’s International Realty in Washington, said this was the first time visiting the region and Greenville exceeded her expectations.

“The city feels vibrant and welcoming, with a strong sense of pride in its growth and quality of life. Getting to experience the fall festival while we were there was the perfect glimpse into the community. You could see how much people love living here. I left with a deeper understanding of why the Upstate is such a desirable place to call home and I am excited to share that with clients who can truly choose anywhere,” she said.

Kathleen Faulkner-Goldin with Daniel Gale Sotheby’s International Realty in New York also lauded Greenville.

“What a wonderful city! I enjoyed every minute of my visit. So beautiful, so clean, so safe,” she said. “Each night, I walked several blocks to my hotel and enjoyed seeing all the people out and about enjoying their city.”

The concept for the CNE came after the Herlong Sotheby’s International Realty team attended the  “Global Networking Event” in Nashville, said Jackson Herlong, Chief Strategy Officer for the agency.

“The CNE was Joan’s brainchild. She envisioned a ‘fun-sized, bite-sized’ Sotheby’s Networking Event, but it’s a pretty daunting project when you invite 250 people to anything,” Jack Herlong said. “We each thought that there must be a way to gather the SIR agents / affiliates from the Southeast region, where most of the companies are of a similar size to us to come together.”

As the CNE began to take shape, Sotheby’s International Realty took a personal, supportive interest in helping the Herlong affiliate, which is a hallmark of the Sotheby’s brand in residential real estate.

“Sotheby’s International Realty has kept every promise they’ve made to me as an owner, and then some,” Joan Herlong said. “I regard their execs as a brain trust, a personally supportive resource that I call on whenever we need help, or just a sounding board. They’re the leading luxury brand in real estate for all the right reasons.”

The breakout sessions featured experts in risk mitigation, artificial intelligence, luxury lifestyle marketing and mastering social media. While several Upstate realty firms are many times larger, Herlong Sotheby’s International Realty is the leader in social media reach, followers and impact.

This first CNE exceeded Herlong’s goals and met or exceeded the expectations of fellow SIR agents.

“We’re exhausted but exhilarated, and already strategizing to make the next CNE even better,” Joan Herlong said. “We brought the Upstate to the world’s attention and they loved it.”

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Patrick Furman promoted to Managing Broker at Herlong Sotheby’s International Realty

Herlong Sotheby's International Realty Patrick Furman

Herlong Sotheby’s International Realty has named Patrick Furman as its new Managing Broker for its McDaniel Greene office.

As Managing Broker, Patrick will oversee the daily operations by ensuring compliance, mentoring agents and facilitating smooth transitions. He will work directly with Jack Herlong, the agency’s Chief Strategy Office and Broker in Charge for the McDaniel Greenville Office.

A New York native, Patrick joined Herlong Sotheby’s International Realty in 2017 and leads the Furman Group. Personally, he has been named to the agency’s President’s Circle, for high sales volumes numerous times, and the Furman Group has consistently led the company in group sales.

In addition, Patrick also served on the Greater Greenville Association of Realtors Ethics & Grievance Committee in 2020 and 2021, and is now serving a three-year term on the MLS Committee. 

But who is Patrick really? Here are five fast facts.

  • Patrick was born and raised in upstate NY, where he spent his mornings as a child delivering milk with his grandpa and working at the family dairy on the weekends. 
  • Before joining us, he was in the title sector of real estate for over 13 years;  owning a regional title search and property research company since 2010.
  • Patrick believes wholeheartedly that the more informed you are, the better decisions you will make. 
  • Since moving to Greenville, Patrick has focused on growing local roots and creating new traditions with his wife, daughter, their yellow lab Maeve and their shy English golden retriever Evey Jean.
  • He is an avid golfer and previously hosted a successful fundraising event to benefit the American Cancer Society.

“Because he is a top producer who served on the Agent Advisory Committee for over two years, Patrick Furman is well known and widely respected among his fellow agents. He is a natural fit for this additional leadership role, and the obvious choice,” said Joan Herlong, founder and CEO. 

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Upstate South Carolina Luxury Real Estate: Fall 2025 Trends

As the crisp autumn air settles across the rolling foothills of the Upstate of South Carolina, the luxury real estate market is entering a compelling chapter. 

Fall 2025 will bring nuanced dynamics steered by migration, lifestyle shifts, and evolving buyer expectations. Here’s what’s shaping the high-end scene in Greenville, Spartanburg, Anderson, Clemson, Six Mile, and their luxury enclaves.

Continued Influx & Steady Demand

South Carolina remains one of the top five fastest-growing states for domestic relocation, a trend strongly benefiting the Upstate, where the migration wave will continue through 2025 Buyers (particularly luxury seekers) are drawn from high-cost metros such as Atlanta, Charlotte, and the Northeast, seeking space, value, and quality of life.

Market Balance Amid Persistent Seller Strength

Inventory in the Upstate remains well below balanced levels, with about three months of supply compared to the six-month norm. This indicates a continued seller’s market.

However, in Greenville specifically, inventory has expanded sharply, up more than 44% as of mid-2025. Luxury homes remain in demand, especially estate properties with acreage and turnkey finishes.

Appeal of Unique Lifestyle & Cultural Assets

Luxury buyers are increasingly drawn to what the Upstate offers: seamless access to both nature and culture. Greenville, in particular, offers livability infused with art, performing arts, waterfront parks, and mountain vistas within reach These are the elements that resonate with affluent buyers’ values.

Luxury Price Growth in Key Towns

Price appreciation in towns and communities such as Clemson, Six Mile, Salem, Townville, and Sunset underscores the Upstate’s rising prestige:

  • Clemson home prices climbed more than 118% since 2010, reaching a median of about $409,000 in 2025.
  • Six Mile is seeing strong appreciation above $430,000, owing to lake access.
  • Salem continues to attract buyers seeking quiet, scenic mountain-lake retreats.
  • Townville, once affordable, has seen values remain above $400,000 as remote work and retirement demand climbs.
  • Sunset, which is home to exclusive Lake Keowee developments, continues a sharply upward trajectory.

All told, these towns reflect a broader theme: buyers value immersive settings where natural beauty and privacy align with luxury living.

Seasonal Timing: Fall as a Strategic Opportunity

Fall 2025 will emerge as a strategic selling window. Buyers delayed from the Spring and Summer when  mortgage rates lingering around the high-6% to low-7% range. Those buters are now eager to act before the end of the year. Sellers who combine precise pricing with high-impact marketing such as what we at Herlong Sotheby’s International Realty provide (professional photography, compelling videos, world class social media and lifestyle positioning) are finding motivated luxury buyers primed to transact.

“Autumn Fall” by Heather Wilson Smith/ CC0 1.0
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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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Herlong Sotheby's blog

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