Myrtle Beach Sellers Think They're Losing Money – The Data Says Otherwise

Written by:

Alejandra Rodriguez

Date:

03 Jun 2026

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Ask a home seller in Myrtle Beach how the market feels right now, and many will say they’re giving too much away. Buyers are negotiating harder. Offers are coming in below asking. Concessions that would have been unthinkable a few years ago are now part of almost every deal.

But there’s a number hiding in plain sight that most sellers never check, and it tells a completely different story.

Greg Harrelson, owner of CENTURY 21 The Harrelson Group, has been selling real estate in Myrtle Beach since 1999 and now oversees one of the largest real estate operations in the Carolinas. He’s been watching this disconnect between how sellers feel and what the data actually shows, and he thinks it’s one of the most misunderstood dynamics in the market right now.

What Sellers Are Focused On

Most sellers track one thing obsessively: how much they have to come down from their asking price. You listed at $400,000 and accepted $386,000, which suggests you may have left some money on the table.

Right now in Myrtle Beach, the average seller is negotiating about 3.3% off their asking price; homes are selling at roughly 96.7% of list price. To a seller watching that gap, it feels like the market is working against them.

The Number They’re Not Looking At

What most sellers miss is that their asking prices have climbed. Over the last 12 months, asking prices in the Myrtle Beach market have increased by about 4.4%. “Even though they’re negotiating a little bit more, they’re asking more,” Harrelson says. “The net result is they’re actually still gaining over 1%.”

The math holds up. If you’re asking 4.4% more than you would have a year ago and giving back 3.3% in negotiation, you’re still net positive by more than a full percentage point. Sellers are coming out ahead: they don’t feel like it because they’re only watching one side of the equation.

“They didn’t realize that their asking prices are higher, so they’re having to give more just because they’re asking more,” Harrelson explains.

Why This Mental Trap Is So Easy to Fall Into

The negotiation happens right in front of you: you feel every dollar of it. The appreciation in your asking price happened gradually over months, so it doesn’t feel like a single win. It was just the new normal.

This matters because sellers who feel like they’re losing make bad decisions. They overprice to compensate, which causes their home to sit on the market. Or they get frustrated and pull the listing entirely, missing a market that is actually working in their favor.

What Sellers Should Actually Do

Price at market value from day one. Harrelson is consistent on this point: homes priced at market value sell, and homes priced above market value sit. A home that lingers starts to raise red flags for buyers, who wonder what’s wrong with it. “If we use the data to price properly, it will sell,” he says. “If we overprice it, it sits.”

Understand that some negotiation is now normal and already accounted for. The 3.3% average discount isn’t a sign that something is wrong with your home or your deal. It’s the current rhythm of the market. Build that expectation in from the start, and the negotiation won’t feel like a loss.

Know your competition. If your home is in a neighborhood where a builder is still actively selling new construction, you’re competing against someone with deep pockets and a stack of incentives: rate buydowns, upgrade packages, closing cost credits. In that situation, your pricing and condition need to be sharp. If you’re in an established neighborhood with limited inventory and no new builds nearby, your position is stronger than you might think.

Don’t wait for a “better” market. The sellers who are succeeding right now are the ones who are motivated and realistic. The ones testing the market with elevated prices are sitting. I appreciate the effort, but the improvement isn’t significant enough to justify waiting months for a better offer that may not come.

The Bottom Line

The Myrtle Beach market feels harder for sellers than the numbers justify. Negotiations are real, concessions are being made, and buyers are more cautious than they’ve been in years. But sellers who price correctly are still netting more than they would have a year ago. The difference between feeling like you’re losing and actually losing comes down to which numbers you’re watching, and whether you’re looking at both sides of the equation.

About the Expert: Greg Harrelson is the owner of CENTURY 21 The Harrelson Group and one of the largest real estate operations in the Carolinas, with more than 25 years of experience selling real estate in the Myrtle Beach market.

This article is intended for informational purposes only and does not constitute legal, financial, or investment advice. The views and opinions expressed herein reflect those of the individuals quoted and do not represent an endorsement of any company, product, or service mentioned. Readers should conduct their own due diligence and consult qualified professionals before making any investment decisions.