Tag: real-estate

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The 600,000th Person in Greenville

Greenville SC

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. 

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Furniture Is Not Real Estate

Herlong Sotheby's Greenville SC

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.” 

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Timing Is Everything: When to Schedule Showings That Drive Results

Herlong Sotheby's International Realty

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.

Top of Form

Bottom of Form

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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.

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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.

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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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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 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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Don’t Let It Intimidate You: Tips For Starting (or Strengthening) Your Real Estate Career

Greenville, SC

When I started in real estate in 1993, I swore it would be part-time.

I had four children under age nine, but I needed to put my skills to use other than deciding what to make for dinner that didn’t include SPAM or hot dogs. I had worked as a news writer for CNN and then in advertising before kids — so why real estate part-time? The short answer is the numerous underwhelming experiences with real estate “professionals” I had while relocating my family during the late ‘80’s. I learned what not to do from those people. The long answer is those people — plus my mother and sister. Both were in residential real estate, and while I often told them I found their jobs boring, I knew they made good money working full-time.

I also knew they had made real estate all-consuming. They even had a battle over a property during Thanksgiving one year, which pretty much ruined turkey and stuffing for the family forever.

I was assured that most real estate professionals worked part-time, so I decided that was the route for me. Two weeks into my new career, I sold my first house. I was hooked like a feline with catnip. Six weeks after starting, I went to the broker-in-charge and told him this part-time thing was not working out. He said he was not surprised. While the vast majority of real estate professionals work part-time, he knew my personality would make me go full-time quickly. He said, “That’s a you thing, not a real estate thing.”

Where am I going with this?

There are three million Realtors, agents, associates, professionals (and unprofessionals) packed into tight housing markets in every corner of the 50 states. That can seem intimidating to someone just entering the industry. It shouldn’t be. The vast majority of those people aren’t selling anything. They are part-time or less. They have a license for reasons only they understand.

I recently read Abraham Verghese’s The Covenant of Water. While you may be wondering what a book about South India’s Malabar Coast in the Twentieth Century has to do with real estate, there is an amazing lesson to be learned: Sometimes contrary courses of action can lead to the same results. The thing to remember is that the journey and the destination are not the same thing.

There is no single, right way to enter this industry and find success. But after 30 years, thousands and thousands of transactions, and quite a few headaches, there are several intrinsic truths in an industry where 60% of the people quit during their first year.

  • Be a self-starter. This may sound like a cliché, but to succeed in real estate, you must be driven. This is not a job if you want to stay at home all day in your sweatpants or shorts, and punch numbers into a computer. This is a job that requires you to learn on the fly, figure things out on your own, and learn from mistakes. If you think of this as starting your own business, that is the first step to success.
  • Be an expert at knowing experts. There’s a reason you are a licensed Realtor, and not an electrician. Your skills took you this way, but people will ask you about electrical stuff. Or roofs. Or building cabinets. Or how often a plane flies overhead. Your biggest asset is having a core group of experts and professionals you can turn to in order to answer those questions. So, how do you find these experts if you are just starting? Ask other real estate professionals. Ask mentors. Don’t just go off Google reviews. Get to know these people. It will take time, but the investment is worth it.
  • Honesty is your job. Too many real estate professionals just repeat what their clients want to hear. I call them parrots. You can guess how valuable they are to buyers and sellers. To be a successful real estate professional, you have to be candid with your client. You need to point out facts about a house that they may not want to hear. You must be the “bad guy” when needed.

A lot has changed in the real estate world in thirty years, but it remains a brutally challenging field. Reality TV has created the illusion that selling real estate is easy work and fast money. That’s not true. Hard work matters the most. Don’t be intimidated by it.

Originally Posted by Joan Herlong on September 11, 2023 (Original Article) 

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Herlong Sotheby’s International Realty lists $10 million property

Herlong Sotheby's International Realty $10 million

A 16,000 square foot mansion on a 171-acre estate is being listed for $10 million by Pat McNamara of Joan Herlong & Associates Sotheby’s International Realty.

With eight bedrooms and 11-and-a-half baths, 822 Poplar Springs Road in Westminster features a luxurious swath of rolling land  (the property is known as Rolling Meadows and the name fits) tucked into the South Carolina foothills with easy access to the major metros along the Interstate 85 corridor.

A winding driveway with mountain views leads to a magnificent brick home where a beautiful fountain and crepe myrtle create a majestic entrance.

Once inside the double front doors, a fabulous Swarovski chandelier hangs just above double spiral staircases flanking marble floors. The formal living room is welcoming with a 30-foot-high stone fireplace, beautifully carved mantle and elegant bookcases. Large Palladian windows allow sun to flood the space with doors leading to a grilling patio spacious enough to entertain a crowd.

Located on the main level, the main bedroom suite with tray ceiling creates a luxurious ambiance with a separate sitting area featuring a gas fireplace. The bathroom suite includes heated marble flooring, steam shower, separate tub, double vanities, and beautiful Swarovski lighting. The second floor features four sizable bedrooms with en suites. A private in-law apartment is also located on the second floor and accessed by private stairs and an elevator. 

This house is made for entertaining as the chef’s kitchen dark wood cabinets is perfect for sipping wine with friends as the meal is prepped around two islands, a breakfast area, luxury appliances including double wall ovens, Bosch warming drawer, two dishwashers, six burner Jen Air cooktop and Sub-Zero refrigerator

Of course, why stop entertaining there when the bottom level has the ambiance of an English-style pub with a dark wood grand bar housing a dishwasher, refrigerator, and ice maker with enough space for a billiards table and more games. This floor also features home theatre as well as two bedrooms with en suites, and a gigantic walk-in storage area.

But it’s not all relaxing. The bottom level also features a home fitness room complete with a six to eight person sauna.

French doors allow private access from this level to the vast patio area, tranquility of the fountain, and hot tub with waterfall into the pool. Views of the stocked pond, rolling pastures and expansive barn surround the stately home and grounds.

And about that barn.

Equestrians dream of barns like this with its 11 stalls, air-conditioned office and tack room, laundry room, bathroom, and misting system. A full caretaker’s apartment is located on the second floor of the barn.

Finally, the estate offers generous parking with the home’s four car garage, and the barn’s three car garage equipped with a Tesla charger.