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Joan Herlong & Associates Sotheby’s International Realty

SCBiz Staff // October 14, 2024//

Joan Herlong & Associates Sotheby’s International Realty

SCBiz Staff // October 14, 2024//

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Joan Herlong & Associates Sotheby’s International Realty

About: Woman-owned luxury real estate firm with offices in Greenville and Clemson.

Top female executive: Joan Herlong, president and founder

What does it mean to be a woman-owned business?

It’s a point of pride because I work in real estate. Most residential agents are women. However, very few realty companies are owned or run by women — it’s a very small percentage in the Upstate. Ironically, some of the larger real estate companies in the

Upstate are run by men who have no personal real estate experience, just management. With more than a decade running my own firm, I’ve shown that women can be just as successful in this role as they are in sales.

What challenges have you faced as a woman-owned business?

Probably not the ones that many woman have faced in other industries, because I had built a strong reputation as an honest, tenacious advocate for my clients in this market before opening my own firm. There wasn’t a need for me to build credibility, but there will always be those who tend to confuse a woman’s assertiveness with aggression or arrogance, in any industry.

How do you support women in your business and community?

I enjoy helping women apply their respective skills to this business. Prior to real estate, I was in advertising and freelance writing. My female associates include a former teacher, an insurance executive, a cattle rancher, a personal trainer, a flight a flight attendant, an automotive executive, a nurse practitioner, and more. I’m also a big believer in second chances; I support Jasmine Road, and honor their accomplishments.

I wrote a book, published in 2023, which is on Amazon’s Bestseller list in the Real Estate category. “As Is: An Insiders Guide to Real Estate” shares my experiences and lessons learned in my 30 some-odd year career. Buyers and Sellers have a right to expect more from their Realtor, and my book lays out what more to expect.

Joan Herlong & Associates Sotheby’s International Realty

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