In January 2026, the Myrtle Beach real estate market has shifted decisively. Existing home sales reached 4.35 million units nationally in December 2025, while Horry County inventory stands at 7,483 total listings—giving buyers genuine leverage for the first time in years. With median home values in Horry County at $319,900 and homes selling at a median of 99% of asking price, buyers aren't just shopping—they're evaluating critically. The moment they spot certain red flags, they're gone. Sellers underestimate what triggers instant rejection.​​

Failed Home Inspections and Major Repairs

Here's what stops deals fastest: inspection results. According to the 2025 NAR Profile of Home Buyers and Sellers, 54% of buyers report that their real estate agent pointed out unnoticed faults or problems during showings—problems the sellers didn't disclose proactively. But it's not minor issues buyers reject. It's major structural, mechanical, and electrical problems.​

When inspections reveal foundation cracks requiring repair, roof problems needing replacement, plumbing systems that need updating, or electrical systems that need professional work—repair costs easily exceed $5,000 to $25,000. Buyers in Horry County and across the Grand Strand don't negotiate on these. They walk.

In Myrtle Beach's January 2026 market, single-family homes are moving quickly (average sale price $561,991) while homes with known condition issues sit longer. The data is clear: 43% of new home buyers specifically purchase new construction to avoid these exact problems—renovation risk and systems failures that plague older resale homes.

What sellers underestimate: Buyers will choose a completely different property rather than negotiate repair credits. A $3,000 pre-listing inspection that identifies and documents issues costs far less than a $10,000–$20,000 price reduction or failed sale.

Poor Home Condition and Deferred Maintenance

Homes showing signs of neglected upkeep trigger instant passes. According to NAR data, 24% of all buyers made price or condition compromises when purchasing—meaning 76% expected their homes to be in acceptable condition. Properties with water damage visible, outdated plumbing fixtures, peeling paint, overgrown landscaping, or general deterioration signal hidden problems to buyers.​

In Horry County's balanced market (where inventory has risen 15%–20% year-over-year), buyers have options. They simply move to the next listing. Sellers who didn't invest in basic preparation—53% of sellers did perform minor renovations before selling—lose critical negotiating power.

Detached single-family homes dominate the Grand Strand (76% of purchases), and buyers expect turnkey or near-turnkey condition. A home that appears neglected becomes a psychological liability. Even if the bones are solid, first impressions shaped by poor maintenance condition translate to lower offers and longer market times.​

Overpriced Listings and Inflated Expectations

The market has corrected. Horry County home values declined -3.6% year-over-year in 2025, with 28.4% of listings experiencing price reductions. Homes priced significantly above market comparables accumulate days on market—and each day hurts perceived value.​

The data is unforgiving: homes selling in 1–2 weeks achieve 100% of asking price, but homes on market 17+ weeks sell for only 90% of asking. That's a cascading effect. When Myrtle Beach condos sit for 118 days on average (as of December 2025), the price reduction cycle begins, and new buyers wonder why.

Sellers who overprice hoping to "leave room for negotiation" actually eliminate buyer confidence entirely. The NAR Profile shows recent buyers purchased at a median of 99% of asking—not 95%, not 90%. Realistic pricing from day one moves homes; aggressive pricing creates doubt.​

Financing Challenges and Unfavorable Terms

Buyers are financed carefully. They know whether a property will appraise and whether their lender will accept it. Sellers who refuse standard financing contingencies, resist appraisal gap clauses, or demand all-cash offers eliminate mainstream buyer pools in a balanced market.

In January 2026, mortgage rates remain in the low-to-mid sixes. Buyers are already cost-conscious. When sellers demand inflexible terms or refuse reasonable closing-cost assistance, it signals rigidity rather than confidence. According to NAR data, 11% of agent-assisted sellers offer closing-cost assistance, and 10% offer home warranty policies—simple concessions that move homes faster.

Properties requiring FHA appraisals (older homes, coastal properties with condition issues, HOA-governed condos) face skepticism when sellers won't acknowledge these realities upfront.

Neighborhood Concerns and Location Red Flags

Quality of neighborhood is the #1 factor for 59% of buyers choosing where to purchase. In Myrtle Beach, that means evaluating: Is this property in a flood zone? What's the insurance cost trajectory? Are there HOA issues?​

Oceanfront and near-oceanfront condos in the Grand Strand face particular scrutiny around beach erosion, insurance premiums, and storm surge risk. Condos with rising HOA fees, pending special assessments, or aging owner demographics trigger buyer hesitation. The average median listing price for oceanfront condos in December 2025 was $303,000, but inventory sits at 9.7 months—a strong buyer's market signaling price resistance.​

Myrtle Beach buyers researching neighborhoods discover HOA trends, crime data, and property value trajectories instantly. Sellers who don't address neighborhood challenges proactively lose entire buyer segments.

Inflexible Sellers and Unwillingness to Negotiate

The psychology is real: when a seller refuses minor concessions, buyers interpret it as a warning sign. In today's Horry County market (5,515 active listings as of December 2025), reasonable seller flexibility directly correlates with faster sales.​

Sellers offering concessions—closing-cost assistance, home warranties, or rate buydowns—move homes faster than rigid "take it or leave it" pricing. Buyers are already nervous about appraisals and financing. A seller who won't budge on $2,000–$3,000 in closing costs feels unreasonable when the home is worth negotiating on condition and price.

According to NAR data, 27% of all sellers offered incentives in 2025, up from 24% in 2024—a market response to normalized buyer leverage.​

Poor Digital Presentation and Online First Impressions

Finding the right home is the #1 difficulty for 56% of buyers—and that search starts online. Homes with weak photos, incomplete property information, or missing floor plans get scrolled past instantly in a 87-day market average for Horry County condos.

In the Myrtle Beach market, where new construction with professional photography and full digital presentation competes against resale homes, weak digital presence is a death sentence. Buyers spend 10 weeks searching on average; they see dozens of listings. Poor online presentation means fewer showings, fewer offers, fewer negotiations.​

Additionally, curb appeal visible in photos matters. First-time buyers (29% of NAR respondents cite difficulty understanding the process) need confidence that a home is ready. Overgrown landscaping, visible wear on siding, or cluttered interiors in photos create negative anchoring effects.

Unrealistic Expectations About Timeline and Market Conditions

Sellers often underestimate how quickly buyer interest cools when market conditions shift. The average Horry County median days on market is 75 days overall, but condos average 118 days. Sellers who don't acknowledge the current 8-month inventory environment for condos (compared to 5.3-month supply for single-family homes) price and expect as if it's a seller's market.​

Buyers in balanced markets have time. They'll wait for the right property. A home sitting for 60+ days signals to them that something is wrong—price, condition, location, or all three.

The Bottom Line

Carolina Crafted Homes stays current on what moves homes in Horry County and the Grand Strand. We understand exactly what today's buyers evaluate—sometimes in seconds. If you're preparing to sell along the Myrtle Beach coast or inland in the greater Horry County area, or you're curious about what your home might command in today's balanced market, we're here to answer questions about preparing your home, pricing competitively, and navigating buyer expectations. Reach out anytime for guidance—no pressure, just straightforward expertise.

FAQs

Q: What's the #1 reason buyers pass on a home in Myrtle Beach right now?

A: Failed home inspections revealing major repairs. When inspections uncover foundation issues, roof problems, plumbing replacement needs, or electrical work costing $5,000+, buyers typically walk rather than renegotiate. According to NAR data, 54% of buyers rely on agents to point out unnoticed faults. In Horry County's balanced market with 7,483 listings and homes on market 75+ days, buyers can afford to move to the next property. Deferred maintenance signals hidden future costs that scare buyers away instantly.

Q: How much does overpricing really cost sellers in Horry County?

A: Significantly. Horry County homes stayed on market for 60+ days before the first price reduction experienced a 10% discount compared to homes that sold in 1–2 weeks at 100% of asking. Myrtle Beach data shows homes at median 99% of asking price—overpricing creates a cascade of reductions that triggers buyer skepticism. Each price cut signals distress to incoming buyers. In a market with -3.6% year-over-year value decline and 28.4% of homes already cut prices, overpricing is self-sabotage.

Q: Can seller inflexibility actually kill deals in today's Myrtle Beach market?

A: Absolutely. When sellers refuse $2,000–$3,000 in closing costs, buyers wonder what else the seller is hiding. Reasonable concessions signal confidence. NAR data shows 27% of sellers offered closing-cost assistance or home warranties in 2025, up from 24% in 2024—a clear market shift toward flexibility. In Horry County's 5,515-active-listing environment, rigid sellers sit longer while flexible sellers close faster.​

Q: How important is digital presentation in January 2026?

A: Critical. Finding the right home is the #1 difficulty for 56% of buyers—and that search starts online. Homes with weak photos, incomplete info, or no floor plans get scrolled past instantly. In a market where condos average 118 days on market, digital first impressions directly impact showing appointment volume. Professional listing photography and detailed property information are non-negotiable.​

Q: What should sellers in Horry County do right now?

A: Address major repairs before listing (foundation, roof, plumbing inspections are cheap insurance), prepare the home for showing (cleaning, landscaping, minor fixes), price competitively based on actual comparables (99% of asking is the market standard), offer reasonable seller concessions (closing costs, home warranties), disclose neighborhood and insurance concerns proactively, and invest in professional digital presentation. In a balanced market, transparency and flexibility win over rigidity.

Q: Are buyer walk-aways really increasing in 2026?

A: Yes. The January 2026 Myrtle Beach market shows homes on market much longer—87 days average for single-family homes, 118 days for condos. That extended timeline gives buyers more time to find flaws, compare neighborhoods, and research HOA issues. With inventory at 7,483 active listings in Horry County and values declining -3.6% year-over-year, buyers have genuine power. Sellers can't rely on limited inventory anymore. Properties with inspection issues, poor neighborhoods, or rigid sellers will sit.