About Us

About Joan Herlong & Associates Sotheby’s International Realty

Welcome to Joan Herlong & Associates Sotheby’s International Realty. We are a different kind of real estate company. When it comes to Client Service, we don’t just meet the standard, we raise it.

Our mission is to be the brokerage and global network providing the best environment for the best agents to best serve our clients across Upstate South Carolina. Our team of highly-regarded Associates believe luxury is not a price point, rather it is a feeling, and they lead through honor, advocacy and expertise.

Our Values

Honor. Advocacy. Expertise.

What does this mean for our clients, our associates and the community in which we serve? Read more below.


We honor all those we interact with: clients, customers, competing agents, contractors, inspectors -- everyone.


We advocate for our clients. We are on their side -- always -- making sure they make a fully informed decision, every step of the way. Complete Client Transparency is not a slogan, it’s our company policy. Our clients are never in the dark.


We build trust with our clients through experience and becoming experts in our craft, and this can only come from a lot of hard work. There is no substitute. We work full-time for our clients, and it is meant to show at all times.

About Sotheby’s International Realty

Sotheby's International Realty, the real estate arm behind Sotheby’s – founded in London in 1744 – was formed in 1976. Joan Herlong & Associates Sotheby’s International Realty’s affiliation with Sotheby's International Realty was an easy decision to make, as this iconic real estate brand offers unsurpassed global reach with 25,000+ associates and 1,000+ offices in 85+ countries and territories. Sotheby’s International Realty is not just a brokerage to put your name under, rather the company supports its affiliates and associates with cutting-edge and thoughtful operational, marketing, recruiting, educational, and new business resources.

In 2017, Sotheby’s International Realty approached Joan Herlong and invited her to bring her brokerage, AugustaRoad.com Realty, into the Sotheby’s International Realty network. Joan had started AugustRoad.com Realty in 2011 after being a top seller with a national brand for years. After several months of intense due diligence, Joan was convinced that, in addition to the unequaled resources Sotheby’s International Realty would bring to the table, the company’s approach to business was consistent with her own – where honor, advocacy, and expertise are at the forefront. In other words, a perfect fit. Accordingly, on September 17, 2017, Joan Herlong & Associates Sotheby’s International Realty was launched. Five years later, the brokerage has more than tripled in size and sales volume has skyrocketed. In 2021, the company opened a second office in Clemson, South Carolina.