Folly Beach is a barrier island located just outside of Charleston, SC. Nicknamed “The Edge of America”, Folly is known for its beaches, Center Street restaurants and bars, and its eclectic, laid-back atmosphere. It is a popular vacation spot due to the fact that there are a large number of rentals on the Island, historically over 40% of the island’s properties have served as rentals.
In early 2024, new legislation on Folly Beach prohibited short-term rental permits from transferring with property sales. This change created a saturated market, it dampended investor interest in the area and extended the time homes were spending on the market. Among these sellers was a successful businessman and seasoned real estate professional who recognized the unique challenges posed by this shift.
Instead of opting for a traditional sale, the seller turned to Voyage to create urgency in the marketplace. Our proven auction process was the perfect fit to stand out in a crowded market, attract competitive buyers, and drive the sale to a swift and successful conclusion.
With short-term rental investors largely removed from the buyer pool due to the new ordinance, we strategically shifted our marketing approach to target end users and long-term investors.
Our multi-channel campaign featured messaging tailored to these audiences: highlighting lifestyle value, long-term appreciation potential, and the rare opportunity to own oceanfront property on Folly Beach.
Key marketing channels included:
This focused strategy ensured broad exposure while reaching the right type of buyer – resulting in a competitive auction and a premium final sale price.
The auction attracted bidders from 8 different states, ensuring a competitive environment for this oceanfront property. In just 60 days, the home sold and closed at $2,491,000, surpassing the $2.3 million sale price of a very similar neighboring home that had been listed traditionally a few months earlier. By leveraging Voyage’s streamlined process, the seller achieved a premium sale price in less time than the traditional real estate market could offer.
