In 2026, buyers along the Grand Strand are watching prices and days on market more closely than paint colors or trendy light fixtures. With Horry County’s median sale price hovering around the low- to mid‑$300,000s and inventory just under 8,000 listings in late 2025, buyers have options—and they are quick to skip homes that feel overpriced, no matter how fresh the staging looks. This makes accurate pricing more important than ever for Myrtle Beach sellers who may be tempted to lean on cosmetic updates instead of hard numbers.

According to national housing indicators from the National Association of REALTORS® (NAR), the median existing-home price was roughly 405,400 in late 2025, while total existing-home sales ran at an annual rate of about 4.35 million units. In that environment, buyers have become more analytical and value‑driven, comparing list prices, price reductions, and days on market before making an offer. In Myrtle Beach, where 2025 data shows a median sale price around 341,000 and average days on market approaching 90–100 days, pricing strategy has a bigger impact on time to sell than cosmetic “lipstick” alone.

The 2025–2026 Market Reality: Price Before Paint

Across the U.S., 2024–2025 were defined by high rates and stretched affordability, which shifted power away from automatic bidding wars and toward more balanced negotiation. By November 2025, Horry County’s median sale price was about 332,000—essentially flat year‑over‑year—while homes took around 112 days to sell on average. At the same time, FRED data shows Horry County’s house price index rising to 260.12 in 2024, reflecting significant appreciation over prior years, but with clear signs of slowing growth.

Inventory has also rebuilt. FRED estimates total for‑sale inventory in Horry County at more than 8,200 listings by September 2025, indicating a more “normal” market compared with the ultra‑tight pandemic years. Regionally, a 2025 year‑in‑review found monthly inventory in the wider Myrtle Beach area averaging about 9,800, with months of supply near 5.8—solidly in balanced territory rather than an extreme seller’s market. In this kind of environment, buyers expect the list price to reflect real value; if it does not, they keep scrolling, even if the home is freshly painted.

Mortgage costs reinforce this price sensitivity. Entering January 2026, the average 30‑year fixed rate hovered near 6.06–6.09 percent—down from 7‑plus percent highs but still well above 2021 levels. Higher borrowing costs mean each extra 10,000 in price translates into a noticeable monthly payment jump, which makes buyers less willing to “pay for potential” that is only skin‑deep. In short, today’s Myrtle Beach buyer is scrutinizing value, not just aesthetics.

What Buyers Really Notice: Value Signals, Not Throw Pillows

NAR’s 2025 Profile of Home Buyers and Sellers shows that buyers consistently rank quality of the neighborhood, convenience to friends and family, and overall affordability as their top neighborhood priorities. When it comes to the property itself, they focus heavily on condition, size, and price versus comparable homes, rather than solely on cosmetic appeal. In fact, recent buyers reported compromising on price (30 percent) and condition (24 percent) far more often than on décor; these are the levers that actually move decisions.

Buyers also pay close attention to the relationship between list price and sale price. Nationally, NAR data indicates buyers in 2025 paid a median of 99 percent of the asking price, with only about 17 percent paying over list. On the seller side, homes that sold within two weeks tended to achieve 100 percent of list price, while properties that lingered 17 weeks or more saw much larger discounts from asking. This pattern underscores that accurate pricing from day one matters more than perfect staging—buyers reward realistic pricing with faster offers and stronger terms.

In markets like Myrtle Beach and Carolina Forest, local reports show sale‑to‑list ratios trending 2–3 percent below original asking prices as the market normalizes. That gap often represents initial overpricing that even attractive updates cannot overcome. Buyers can see days on market, price‑reduction history, and neighborhood comps through major portals, so a glossy listing with multiple reductions tends to raise questions about value rather than excitement.

Cosmetic Fixes vs. Real Pricing Problems

Cosmetic improvements—fresh paint, new cabinet hardware, modern light fixtures—absolutely help a home show better, but they do not change how appraisers and informed buyers calculate value. Redfin’s national housing snapshot for mid‑2025 shows a median U.S. sale price around 447,000 and emphasizes that buyers have become more selective as inventory slowly rebuilds. In that setting, minor cosmetic upgrades can help a home compete at a given price point, but they do not justify large premiums over similar nearby properties.

NAR data shows that 53 percent of sellers perform minor repairs or renovations before listing, while 35 percent sell as‑is and only 12 percent report major renovations. Even with that activity, the median sales price still settles at about 99 percent of final list price, suggesting that the market ultimately corrects toward fair value regardless of pre‑sale touch‑ups. Sellers who insist on pricing significantly above comparable homes often wind up reducing asking prices multiple times, which can extend days on market and invite lower offers.

In Horry County, where local analyses found that overall home value growth turned slightly negative in 2025 and price‑cut percentages rose toward the high‑20‑percent range, it is especially risky to assume cosmetic work alone can support a premium price. Buyers see plenty of similar options in neighborhoods such as Market Common, Carolina Forest, and Murrells Inlet, where inventory has grown faster than demand. When a home is clearly 15–20,000 above its competition, updated flooring and trendy paint colors rarely close that gap.

How Overpricing Hurts Sellers in Myrtle Beach

Overpricing typically shows up in three measurable ways: longer days on market, steeper eventual discounts, and fewer showings. In 2025, Myrtle Beach‑area homes took nearly 98 days on average to sell, even with a median sale price around 341,000 and balanced months‑of‑supply conditions. Local market updates for fall 2025 reported that many properties were closing 2–3 percent below original asking, with a growing share of listings requiring price reductions. This pattern indicates buyers are willing to wait for realistic pricing rather than chase high initial list prices.

NAR’s seller data backs this up. Among recent sellers, the median time on market was four weeks, but homes that sat 9–16 weeks or longer experienced systematically lower sale‑to‑list ratios. Only 9 percent of sellers avoided price reductions entirely; 25 percent reduced once and more than half reduced several times. Each reduction sends a signal to buyers that the home started above market, which can encourage lower offers. This dynamic is particularly important in price‑sensitive coastal submarkets where buyers factor in HOA fees, flood insurance, and potential maintenance costs.

For sellers in Horry County, the broader inventory picture adds pressure. FRED data shows total listing counts near 8,200 by late 2025, indicating that buyers searching in areas like North Myrtle Beach, Conway, and Surfside Beach can compare multiple similar homes at once. Overpricing in that environment does not just slow down one listing; it effectively pushes buyers into competing properties that appear better‑priced for similar condition. Cosmetic improvements may help a home stand out in photos, but if the price is out of step with the neighborhood, showings and offers still lag.

Smart Prep That Actually Supports Your Price

The most effective pre‑listing strategy is combining realistic pricing with targeted updates that address function, safety, and obvious wear. NAR’s research shows that sellers care deeply about pricing competitively—19 percent cite this as the single most important service they want from their agent, alongside help marketing the home and selling within a specific timeframe. At the same time, 13 percent of sellers specifically want advice on which fix‑ups will actually improve their sale, not just look nice in photos.

A practical approach in Myrtle Beach and Horry County includes:

Addressing deferred maintenance: Roof issues, HVAC concerns, moisture or crawlspace problems, and aging water heaters often matter more to buyers than new paint.
Focusing on core rooms: Kitchens and bathrooms remain high‑impact spaces where modest updates—like resurfaced counters, updated faucets, or refreshed cabinet doors—can support a competitive list price within the local range.
Pricing off recent comps: Using nearby closed sales around Market Common, Carolina Forest, Conway, or Surfside Beach, adjusted for square footage, age, and condition, provides a grounded price range that buyers are more likely to accept.

In addition, national consumer‑protection guidance from the Federal Trade Commission emphasizes avoiding deceptive or misleading marketing practices. That principle applies in real estate as well: a listing that suggests a home is “like new” while relying only on cosmetic updates risks eroding buyer trust once inspections reveal older systems or structural wear. Aligning description, condition, and price protects both credibility and negotiation strength.

Pricing Strategy in a 6%‑Rate World

With 30‑year mortgage rates sitting around the low‑6‑percent range in January 2026, buyers’ monthly payment ceilings shape what they can realistically offer. Even small price differences can push a property above a buyer’s comfort zone, especially for purchasers who are already stretching to cover down payments that have climbed to a median of 19 percent for all buyers and 10 percent for first‑time buyers. As a result, many buyers filter listings by price bracket first and only then evaluate features and finishes.

NAR data shows that 46 percent of buyers used personal savings for their down payment, while 37 percent reported that high rents and existing debts made saving difficult. With that financial backdrop, buyers often prefer a fairly priced home that needs a few cosmetic updates over a fully “polished” property that is priced at the top of (or above) the neighborhood range. In short, they are trading granite for a better mortgage payment. For sellers, this means that trying to “price in” a full return on every cosmetic dollar spent can backfire if it pushes the list price beyond what local comps support.

In balanced markets like Horry County—where 2025 Redfin data shows essentially flat price growth and longer marketing times—pricing within, not above, recent comparable sales is typically the most effective way to attract serious buyers. Cosmetic improvements still matter, but mainly as tie‑breakers between similarly priced homes rather than as justification for a significant premium. Sellers who approach pricing with this mindset tend to experience shorter time on market and fewer painful price cuts.

How Carolina Crafted Homes Approaches This Conversation

Carolina Crafted Homes pays close attention to both national research and local Grand Strand data when advising on pricing and prep. NAR’s housing statistics, Redfin’s local trend reports, and FRED’s Horry County indexes collectively show that in 2024–2025, thoughtful pricing has a stronger impact on final net proceeds than surface‑level upgrades alone. In neighborhoods from Carolina Forest to Murrells Inlet, buyers are comparing list price to condition, days on market, and recent sold data, not just the color of the cabinets.

When discussing listing strategy, the focus is on aligning three things: realistic pricing based on up‑to‑date comps, essential repairs that remove inspection‑day “red flags,” and high‑impact cosmetic improvements that help the home photograph and show well inside its justified price band. This balanced approach tends to reduce the number of price reductions needed, keeps marketing timelines closer to local averages, and maintains the seller’s negotiating position when offers arrive.

Carolina Crafted Homes stays current on Myrtle Beach market trends and can answer questions about pricing strategy, pre‑listing improvements, and how to position a home so it stands out for the right reasons—not just fresh paint. Reach out anytime for guidance—no pressure, just straightforward expertise.

FAQs

Q1. How much do cosmetic fixes really add to my home’s value in Myrtle Beach?
Cosmetic updates can improve buyer interest and shorten time on market, but they rarely justify pricing far above recent comparable sales. NAR data shows most sellers perform only minor repairs, yet final sale prices still land around 99 percent of the final list price, which reflects broader market conditions more than décor. In the Myrtle Beach area, where 2025 median sale prices hovered near 341,000 with roughly 5.8 months of supply, buyers have enough options to walk away from homes that feel overpriced despite fresh finishes.

Q2. What happens if I overprice my Myrtle Beach home and rely on staging?
Overpricing tends to increase days on market and leads to more price reductions, even when the home is beautifully staged. NAR reports that homes on the market longer than 17 weeks typically sell at a noticeable discount compared with their original listing price, while well‑priced homes often achieve 100 percent of list within the first two weeks. Local 2025 reports for the Grand Strand also show many homes ultimately closing 2–3 percent below original asking as the market normalizes.

Q3. Are buyers in Horry County still paying over asking price in 2026?
Some buyers still pay over asking, but this is no longer the norm in a more balanced market. Nationally, NAR data shows buyers paid a median of 99 percent of the asking price in 2025, with only about 17 percent of purchases above list. In Horry County, late‑2025 data from Redfin shows flat year‑over‑year prices and longer days on market, suggesting that accurate pricing is more important than expecting aggressive over‑ask offers.

Q4. How does the current 6 percent mortgage‑rate environment affect overpriced homes?
With average 30‑year mortgage rates around 6.06–6.09 percent in January 2026, buyers are more sensitive to every extra dollar in list price. Higher borrowing costs mean that even modest price premiums result in noticeably larger monthly payments, especially for buyers already stretching for down payments that have climbed to a median of 19 percent. In practice, many buyers prefer a fairly priced home that needs minor cosmetic work over an over‑improved property that strains their budget.

Q5. What prep work should I prioritize before listing in Myrtle Beach?
Focus first on safety, systems, and structural items—roof, HVAC, moisture issues, and obvious deferred maintenance—because these can derail deals regardless of cosmetic appeal. Next, target high‑impact, budget‑friendly updates in kitchens and baths that help the home compete with similar listings in areas like Carolina Forest, Market Common, and Murrells Inlet. Finally, work with a local expert who uses recent closed sales and current inventory data to set a realistic price range where those improvements truly support the asking price.