Peace Sotheby's expands in coastal South Carolina with Going Coastal Realty acquisition
What's the deal? Peace Sotheby's International Realty has acquired Going Coastal Realty, a Georgetown-based firm rooted in South Carolina's coastal market. The deal brings Going Coastal's local expertise and client relationships under the Sotheby's International Realty brand umbrella.
Going Coastal was founded and led by Michele Overton, who built the firm into a trusted name across historic Georgetown and surrounding communities. She and her team will join Peace Sotheby's, which is co-owned by Hampton Peace.
Why now? The acquisition reflects Peace Sotheby's continued investment in coastal South Carolina, a region it describes as "one of South Carolina's most treasured coastal communities." The move gives the firm a physical foothold in Georgetown while absorbing an established local brand.
"Joining forces with Peace Sotheby's International Realty allows us to continue providing the personal service our clients know and trust, while also offering expanded resources, global reach, and the strength of the Sotheby's International Realty brand," Overton said.
What could go wrong? Acquisitions in relationship-driven businesses like real estate carry integration risk. Clients loyal to Going Coastal's independent, local identity may bristle at a transition to a larger brand. Retaining that trust during the handover will be critical.
The signal: Luxury brokerage networks continue to consolidate in desirable coastal markets. Smaller, relationship-first firms are increasingly folding into larger brands that offer global marketing reach and referral networks — a trade-off between independence and scale that is reshaping how premium real estate gets sold in resort and second-home markets across the US.
Read more: whosonthemove.com
