Once eclipsed by its more illustrious Southern neighbors such as Charleston, Atlanta, and Charlotte, Greenville, South Carolina, is shedding its small-town image and stepping into the limelight.

Greenville has emerged as a surprising powerhouse in the Southeast’s real estate market, drawing significant attention from homebuyers seeking both luxury and more affordable housing options.

Historically known for its modest charm, Greenville and its surrounding metropolitan area have climbed the ranks to become one of the top 50 fastest-growing regions in the United States, based on data from the US Census.

From April 2010 to July 2024, Greenville’s population saw an impressive increase of over 27 percent, according to Census figures.

This population boom has invigorated Greenville’s real estate scene, bolstered by a thriving job market with major employers such as BMW setting up shop in the area.

Residents attribute Greenville’s growing allure to its unique blend of affordability, an active outdoor lifestyle, excellent schools, and low crime rates—a combination so appealing that many weekend visitors decide to make it their permanent home.

Kendall Bateman, a Greenville native turned broker at Marchant Bateman & Co., has had a front-row seat to the shift. 

‘Buyers are interested across the market, from previously owned properties to luxury builds to new construction,’ she told the Daily Mail, noting that the average property sale sits in the mid-$300,00 range.

‘We do have lower end pricing where people can get in.’ 

Greenville, South Carolina, is now emerging as one of the Southeast’s most surprising homebuying hotspots

Locals say Greenville’s appeal lies in its rare mix of affordability, outdoor lifestyle, top schools and low crime 

Greenville’s population grew by more than 27 percent between April 2010 and July 2024, Census data showed

Prices tend to go up in areas near the city’s bustling Downtown, which blends vibrant cultural attractions with natural scenic features.

In Downtown-adjacent communities and Greenville’s suburban enclaves, prices can extend into the $2 to $4million range, Bateman said.

Bateman said Alta Vista, a historic neighborhood just outside Downtown Greenville, has quietly become one of the city’s most sought-after destinations for luxury living.

Developed in the early 1900s, Alta Vista’s leafy streets, period homes and walkability have long appealed to families and retirees. Today, it is attracting serious money. 

Downtown, a new luxury development that hasn’t even started construction is already fielding offers.

Once completed, Biltmore Walk will feature 44 upscale townhomes with prices ranging from $1.675 million to $2.8 million. Construction is set to begin in 2026.

Bateman, who is presenting the development, says clients are asking if they can make early bids.

‘There is a real demand,’ she said.

Downtown Greenville, where BMW, Michelin, GE and Prisma Health drive the local job market and attract employees who work at the big companies

In Greenville, SC, certain suburban enclaves are driving prices whether it’s golf communities, lake, mountain regions. Those are luxury level and can go into the $2 to $4 million range

Downtown Greenville has become a hotspot. The surge in population has quickly caused a dramatic transformation in its real estate market, and trickling down to its job market, too

Kendall Bateman, a Greenville native turned broker with Christie’s International Real Estate and part of the local Marchant Bateman & Co. team, has watched the shift unfold

What surprises many newcomers is just how robust Greenville’s property market has become. Located three hours from the coast and just over three hours from tourist hotspot Charleston, it flew under the radar for many years.

The city teeming with nature, award-winning restaurants, green space, and miles of trails accessible in mild year-round weather.

Bateman explained that the quality of life in Greenville is luring buyers, starting with its mild year-round weather.

‘We do get some hot summer months and summer days and then we get a handful of really frigid cold winter days, but in between the fall and the springtime, we have such mild temperatures that it really lends itself to being outdoors,’ she explained.

That means outdoor activities are on offer for most of the year.

‘I would say truly 9 to 10 months out of a year can be spent outside. You can dine outside. You can eat out on your patio almost year round that I think that’s a big factor that draws people here,’ Bateman said.

Greenville’s job market also plays a critical role. 

Major employers include BMW, Michelin, GE and Prisma Health, as well as manufacturing just outside Greenville and in the surrounding area, Bateman said.

‘We have a lot of manufacturing companies that are choosing to invest here. So economic development is significant with job offerings,’ she said. 

Downtown’s Court Square during ‘blue hour’ when the sun has set is a popular attraction in Greenville

Falls Park has 20 acres of gardens, green spaces, and historic ruins of mills. A few times a year, there are free showings of a Shakespeare play in the park

What surprises many newcomers is just how robust Greenville’s market has become. Located three hours from any ocean and just over three hours from Charleston, it flew under the radar for a while, sitting smack in the middle of the state

The area is home to large hospital systems, and the city features a good mix of public and private schools, Bateman said.

She added that Greenville lacks the sprawl of larger Southern cities, like Atlanta and Charlotte, making it easier to get around.

Despite its relatively modest size, Greenville boasts a food and cultural scene that rivals larger cities. 

This year, the city celebrated its first Michelin-starred restaurant, Scoundrel, which sits on Downtown Greenville’s boutique- and gallery-lined Main Street. 

For outdoor lovers, the Swamp Rabbit Trail provides miles of biking and running paths connecting Downtown to northern Greenville County. 

Downtown’s ‘crown jewel’ is the view of Reedy River Falls from atop Liberty Bridge, the only single-suspension bridge of its kind in the Western Hemisphere. 

The adjacent park offer 20 acres of gardens, green space, and the ruins of historic mills. 

‘I think the really the lifestyle piece of it is what’s so important with Greenville,’ Bateman said.

What surprises many newcomers is just how robust Greenville’s market has become. The area is known for its mix of urban and rural feel

A quiet Court Square Downtown Greenville after workers have gone home for the day. Downtown turns lively at night, with restaurants and live music opening

Greenville offers a bustling Downtown that also features many outdoor marvels like mini waterfalls and walking paths

A major redevelopment project, Unity Park, will provide the area with even more green space.

‘Greenville put a lot of money into that,’ Bateman said.

The city offers a free interactive online map of public art locations, including Rose Crystal Tower by famed glass artist Dale Chihuly and Yuri Tsuzuki’s ‘Transformation,’ which includes hundreds of steel butterflies placed throughout Downtown.

Greenville also has trolleys that motor up and down Main Street to carry passengers from Downtown destinations to Heritage Green, the location of the Greenville County Museum of Art, which features the world’s largest collection of watercolors by Andrew Wyeth.

The area has grown in popularity so fast that even existing homes are also commanding eye-popping prices, with properties that once sold for under seven figures now routinely commanding $1million or more, according to Bateman.

She said the city’s appeal is deeply personal.

‘I’m a Greenville native and went to Clemson and came right back,’ she said of the university about 30 miles away.

‘We would never raise our family anywhere else but Greenville, honestly.’