GREENVILLE, S.C. — With an eye toward the future growth of the company, Joan Herlong announced the rebranding of one of the Upstate’s premier real estate companies Wednesday morning.
Herlong Sotheby’s International Realty will be the new name and brand for the agency that has been one of the top producing real estate firms in the region since its inception in 2011. Joan Herlong, the company’s founder and CEO, said a new brand was needed in order to take the company to the next level.
“We have developed an amazing group of Associates and want to attract more, and we want to create a brokerage that goes beyond just being my name out front,” she said. “We already have been heading in that direction, and this brand change signifies this new direction.”
Herlong stressed the new name did not signify a change in ownership or her taking a permanent step back from selling and listing, but added that was the ultimate goal for the company in the next 10 years.
“We remain a woman-owned business, but this change frees us up to be so much more,” Herlong said. “This change further empowers our Associates to build their own brands and identities. My goal is to strengthen them by being their leader and mentor.”
In choosing a new brand name, Herlong praised working with Sotheby’s International Realty as a resource. The Sotheby’s International Realty affiliation is one of the few that puts the local owner’s name and brand first, which helps show buyers they are working with someone who knows the market.
The company has tripled in sales and the number of staffing since affiliating with Sotheby’s International Realty in 2017, she said. It also has led to many of the company’s successes in the past few years including David Vandeputte setting a new Upstate record for a single-home sales price earlier this year and the numerous business accolades it has earned.
“This is an exciting new era for us and for me,” Herlong said.
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