Only Sotheby’s International Realty affiliate in the Upstate announce new brand
November 20, 2024
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.
About Herlong Sotheby’s International Realty
Herlong Sotheby’s International Realty is one of the leading and most trusted names in real estate in the Upstate of South Carolina. Originally founded by Owner/CEO Joan Herlong as AugustaRoad.com Realty in 2011, the firm has since handled thousands of properties in the Greenville and Upstate area. In 2017, the company affiliated with Sotheby’s International Realty, becoming Joan Herlong & Associates Sotheby’s International Realty. The company has more than tripled in agent count and production volume since that time. In 2024, it took on its current name. Learn more at www.jha-sothebysrealty.com.
About Sotheby’s International Realty Affiliates LLC
Founded in 1976 to provide independent brokerages with a powerful marketing and referral program for luxury listings, the Sotheby’s International Realty network was designed to connect the finest independent real estate companies to the most prestigious clientele in the world. Sotheby’s International Realty Affiliates LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation, and settlement services. In February 2004, Realogy entered into a long-term strategic alliance with Sotheby’s, the operator of the auction house. The agreement provided for the licensing of the Sotheby’s International Realty name and the development of a full franchise system. Affiliations in the system are granted only to brokerages and individuals meeting strict qualifications. Sotheby’s International Realty Affiliates LLC supports its affiliates with a host of operational, marketing, recruiting, educational, and business development resources. Franchise affiliates also benefit from an association with the venerable Sotheby’s auction house, established in 1744.
