Greenville-Spartanburg, South Carolina
The Palmetto State’s “Emerald City” is Still a Prime Location for Investors By Carole VanSickle Ellis The Greenville, South Carolina, real estate market has normalized, and that means the Palmetto State’s “Emerald City” is looking more alluring than ever in 2023. Ranked fifth on Realtor.com’s “Top 10 Real Estate Markets to Watch in 2023 and Into the Future,” Greenville boasts a combination of “better housing affordability, greater numbers of renters who can afford to buy a median-priced home, stronger job growth,” and more according to NAR analysts. “Job growth is robust in this area, but job growth in the information industry is even stronger,” wrote NAR’s research group, headed by chief economist and senior vice president for research Lawrence Yun. Information industry jobs, those that deal with data and its management or strategic analysis, are among the most well-paying jobs in the country at this time. These positions pay about 50% more than average, occupy prime positions in a variety of rapidly growing business sectors, and boast an employment multiplier of 5.7, meaning that for every information job in an area, nearly six additional jobs are created. In both the Greenville and Spartanburg areas of South Carolina, information employers are congregating in increasing numbers. Of course, the presence of technology and engineering companies in the Greenville-Spartanburg area is nothing new, which makes it a straightforward process to extend the state’s expertise on courting these industry sectors to information and high-tech operations. Nearly 40 years ago, Lockheed-Martin opened its first South Carolina site. Today, that location is the sole location for assembling F-16 fighter jets and is in the process of hiring to bring its employee total to 1,200. The state has long recognized the value of bringing in employers operating on the cutting edge of technology, offering millions of dollars in support to target industries and even adjusting how air and freight facilities operate in order to make companies’ existence easier and more profitable. This dedication, recently brought to bear on the information industry in particular, is paying off. Last year, Spartanburg’s BMW headquarters for North American car manufacturing announced it would make a $1.7 billion investment to begin building all-electric vehicles “for the U.S. and world markets.” BMW employs 12,000 in the Spartanburg area, and will bring in an additional 300 tech jobs to support its $700-million, 1-million-square-foot high-voltage-battery plant. “BMW and Michelin anchor a strong manufacturing base in South Carolina’s Upstate [where Greenville is located],” said local investor and broker Arn Cenedella, who specializes in multifamily and single-family residential investments. “The Michelin North American headquarters are located here as well, and dozens of manufacturing firms that support BMW, Michelin, and GE.” He noted that as new residents continue to move into the Greenville-Spartanburg area, home prices and rental rates are both still rising. “Average single-family home prices were up 18.4% in 2022 over the year prior,” Cenedella noted, “and our multifamily developments are showing a 94.4% occupancy rate with average rents at $1,340.” Bosch, a leading global supplier of technology and services, is investing $200 million in Greenville and creating 350 new jobs. Soon thereafter, Diversified Medical Healthcare, a holding entity “dedicated to providing solutions to improve patient care,” announced it would also invest $51 million to create 185 new jobs in the Greenville area. Bryan Grady, director of labor market information at the South Carolina Department of Employment and Workforce (DEW), predicted that valuable job opportunities like these are likely to increase in 2023. In fact, DEW predicted in January of this year that the number of jobs available could increase by nearly 13% by the end of 2023. “There is a wide range of occupations that will fuel this increase,” Grady observed, making particular note of healthcare-related jobs and information technology jobs. “Jobs like information security analysts and software developers [are] expected to be in high demand, as are other technical professions like supply-chain experts, statisticians, and market analysts,” he said. For Donnie Chandler, an investor specializing in the redevelopment of older homes and a realtor with Keller Williams Drive in the Greenville area, the incoming population and those households that will come to fill job positions in other roles supported by these high-tech roles represent ideal residents for his company’s “mill homes,” which, he explained, can still be purchased at discounted prices. “This often allows for enough equity after forced appreciation to qualify for the BRRR [buy, rehab, refinance, repeat] strategy, but most of the mill homes on the west side of Greenville are resold as the values have been crazy in that area,” he said. Chandler focuses on the older, lower-priced mill homes in surrounding communities as well. South Carolina’s mill homes were originally built as early as the late 1800s throughout the state to house mill workers and families. Although many of those initial structures are long gone, the mill village communities that formed in counties like Greenville and Spartanburg remained. These communities often are the last to appreciate and, as a result, are an ideal place for investors to look for deals proximal to higher-value housing and development. They also offer affordable options for new residents hoping to rent or buy near the city centers. The Perfect Combination: A Top Place to Live & Highly Affordable The Greenville-Spartanburg area is attractive to real estate investors, homebuyers, home-sellers, and employers because it is highly affordable relative to the rest of the country, is located in the temperate southeast, meaning employees can enjoy year-round outdoor activities, and offers a vast array of employment opportunities. “I have said that if people can afford to live anywhere, Greenville is the place [they] are choosing more and more,” said Jackson Herlong, chief strategy officer for Joan Herlong and Associates Sotheby’s International Realty. He added that the housing market in the Greenville-Spartanburg area is also unique because it is neither a buyers’ market nor a sellers’ market. “We are going back to normalcy,” Herlong proclaimed. “A smart, calculated marketing strategy is what you really need to sell
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