Century 21 The Harrelson Group

What Century 21 The Harrelson Group does

Century 21 The Harrelson Group is a private, founder-led residential and commercial real estate brokerage operating as a Century 21 franchisee in the Myrtle Beach/Grand Strand market of South Carolina, serving Horry and Georgetown Counties. Founded by Greg Harrelson in 1995, the firm operates from 4210 River Oaks Drive in Myrtle Beach and self-describes as the highest-volume real estate team in its two-county footprint, with over two decades of accumulated local market data. The customer base spans home buyers, home sellers, real estate investors, vacation rental investors, and retiree buyers across primary-residence, second-home, and investment use cases, with additional specialty exposure to commercial brokerage, multi-family acquisitions, 1031 exchanges, lease-purchase deals, REO, and South Carolina probate transactions.

The technology backbone is a Real Geeks IDX-powered website that delivers MLS property search across residential homes, condos, land, and manufactured homes, with MLS data supplied by the Coastal Carolinas Association of REALTORS. Supporting features include a home valuation tool, mortgage calculator, virtual tours, curated top-10 listings, neighborhood guides with school and HOA data, and an educational blog plus YouTube channel authored principally by Greg Harrelson. Distribution is direct-to-agent: inbound inquiries route to licensed Grand Strand Realtors rather than a centralized call center, and the firm markets an Easy Exit Listing Agreement offering sellers flexible cancellation terms.

Revenue is generated exclusively through traditional real estate commissions on closed transactions (residential and commercial), with pricing not publicly disclosed but structured as a percentage of transaction value. The firm is privately held with no institutional ownership, no disclosed subsidiaries, no funding history, and no M&A activity in the source material; Greg Harrelson functions as both principal brand figure and lead producer, with no other named executive team present in the data.

Name

Century 21 The Harrelson Group

Legal name

Century 21 The Harrelson Group Inc.

Website

https://c21theharrelsongroup.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

Century 21 The Harrelson Group is a private, founder-led Century 21 franchise brokerage serving residential and commercial buyers, sellers, and investors across the Myrtle Beach and Grand Strand market of South Carolina.

Ownership category

akta.pro rank

Product category

Residential Real Estate Brokerage

NAICS

Offices of Real Estate Agents and Brokers (53121)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

New Construction & Builder Sales (BPAJAAAB), Commercial Real Estate Brokerage (Leasing & Sales) (FSAEAJAB), Buyer Representation Services (BPAJAAAJ)

Keywords

• Residential real estate brokerage
• Property search platform
• Home buying services
• Commercial real estate brokerage
• Real estate investment services

Headquarters

HQ city

Myrtle Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Real Estate Commission: Traditional real estate commission-based revenue from residential and commercial property transactions. The team represents buyers and sellers in the Myrtle Beach Grand Strand market, earning commissions on completed transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Century 21 The Harrelson Group is a full-service real estate brokerage serving the Myrtle Beach and Grand Strand area of South Carolina. The firm represents buyers and sellers in residential home, condo, new construction, and commercial real estate transactions, generates business through an MLS-powered property search platform and licensed agent network, and earns revenue primarily through transaction-based commissions. Specialized offerings include the Easy Exit Listing Agreement for sellers, 1031 exchange guidance, multi-family acquisitions, REO services, and SC probate real estate representation.

Product overview

Century 21 The Harrelson Group operates as a real estate brokerage platform serving the Grand Strand of South Carolina. The core product is a property search and listings platform combining MLS data access with neighborhood guides and agent services. The portfolio includes home buying and selling services, commercial brokerage, property valuation tools, and specialized services for probate, REO/foreclosure, and relocation. Supporting features include a mortgage calculator, virtual tour capabilities, and an educational blog. The platform enables search across residential homes, condos, land, and commercial properties with filtering by location, price, beds, baths, and property type throughout Myrtle Beach, North Myrtle Beach, Conway, and surrounding Horry and Georgetown County communities.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Buyer Representation Full-service buyer agency service that assists individual home buyers with property search, showings, neighborhood selection, and transaction closure for residential homes, condos, and new construction in the Myrtle Beach Grand Strand area.
• Residential Seller Representation Full-service listing and marketing service for residential property owners, including property marketing, pricing guidance, MLS exposure, and negotiation through closing, with optional Easy Exit Listing Agreement offering flexible cancellation terms.
• Commercial Brokerage Services Commercial real estate brokerage service covering multi-family acquisitions, 1031 exchanges, lease-purchase opportunities, and commercial property transactions for investors and business owners in the Grand Strand market.
• Home Valuation Service Free property valuation service for homeowners and prospective sellers that uses comparable sales data to estimate a home's current market value in the Grand Strand market.
• Easy Exit Listing Agreement A seller listing program led by Greg Harrelson providing flexible listing terms allowing the seller to cancel the listing agreement at any time without questions or penalties.
• REO Services Specialized representation service for buyers and sellers of Real Estate Owned (REO) bank-owned properties and foreclosure transactions in the Myrtle Beach Grand Strand market.
• SC Probate Real Estate Specialist Service Specialized real estate service for South Carolina probate transactions, estate sales, and inherited property sales requiring probate court process navigation.
• MLS Property Search Platform Web-based property search platform providing MLS-integrated search of residential homes, condos, land, and manufactured homes across Horry and Georgetown County markets, with advanced filtering, neighborhood guides, and lead capture routing to licensed agents.
• Myrtle Beach Annual Rentals Referral Service Annual rental property listing and concierge referral service connecting year-round residential tenants with rental properties in the Myrtle Beach Grand Strand area.

Quantifiable outcome

• Highest-volume team in Horry and Georgetown County

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• Century 21 Real Estate LLCcoreChannel Partner/ Reseller/ DistributorFranchise relationship with Century 21 brand providing brand recognition, marketing materials, and franchise support services for the Harrelson Group team operating in the Myrtle Beach/Grand Strand market.
• Real Geeks LLCcoreTechnology or IntegrationWebsite platform and IDX (Internet Data Exchange) technology provider powering the property search functionality, lead capture, and CRM capabilities on c21theharrelsongroup.com.
• Coastal Carolinas Association of REALTORS®coreTechnology or IntegrationMLS data provider for the Grand Strand area, supplying property listing information through the Multiple Listing Service.
• New Home Builders (Beazer, Lennar, Pulte, etc.)minorGTM or Marketing PartnerMarketing partnerships with national and regional home builders for new construction listings and buyer referrals in the Grand Strand market.
• Myrtle Beach Annual RentalsminorGTM or Marketing PartnerConcierge service partner for annual rental referrals and property management services.

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Realty ONE Group Dockside: Realty ONE Group franchise operating in the Myrtle Beach coastal market. Competes directly on Golden Mile and luxury triplex listings with overlapping agent teams.
• King Fish Properties, Inc. Licensed Grand Strand-area brokerage actively co-listing properties on the local MLS alongside The Harrelson Group. Operates the same residential brokerage model with overlapping agents and target buyers in the Myrtle Beach market.
• ASAP Realty: Local Myrtle Beach brokerage appearing as a listing courtesy on shared MLS inventory. Competes for the same residential and luxury condo buyer/seller pool in the Grand Strand corridor.
• RE/MAX Executive - Grande Dunes: RE/MAX-affiliated brokerage competing in Myrtle Beach's luxury segment (e.g., Grande Dunes, Del Webb). Directly contests higher-end listings and agent recruiting in the same Horry/Georgetown footprint.
• Coldwell Banker |: National residential brokerage franchise with active agent presence across the Myrtle Beach/Grand Strand market. Competes for the same buyer/seller segments via similar commission-based models.

Broad incumbents

• Compass: Tech-forward national brokerage expanding in luxury coastal markets. Comparable as a tech-enabled residential brokerage competitor pursuing high-end Grand Strand listings.
• eXp Realty: Cloud-based national brokerage with a growing agent base in the Carolinas. Competes for the same commission-based residential agent talent and listings in the Myrtle Beach market.
• Keller Williams Realty: Largest U.S. real estate franchise by agent count with a presence in the Carolinas. Operates a similar agent-based residential brokerage model across many geographies including South Carolina.
• Berkshire Hathaway HomeServices: National real estate franchise network with coastal Carolina franchisees. Competes broadly for residential listings and investment-property buyers in the Grand Strand.

Regional players

• Howard Hanna Real Estate: Large regional brokerage with Mid-Atlantic/East Coast concentration. Comparable residential brokerage franchise model with overlapping retirement/second-home buyer demographics in coastal Carolinas.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/c/c21theharrelsongroup/videos
• Facebookfacebook.com/myrtlebeachrealestatesales
• LinkedInlinkedin.com/company/c21-the-harrelson-group-real-estate

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Century 21 The Harrelson Group