SMART MOVE

by ROBIN HOWARD / photography by HOLGER OBENAUS

In 2017 , rachel urso sold her new york city P r firm of nearly two decades and fully immersed herself in real estate development, one of her successful, long-term side ventures. Through tenacity, creative vision and excellent customer service, today she ranks in the top 1% of Realtors in Charleston’s tri-county area.

Fast success meant Urso and her team quickly outgrew their first office at 25 Broad St. and are now headquartered at 169 King St. Urso’s business continues to grow at such a rapid clip that she now has a second location on Sullivan’s Island and is planning six more offices across the country in Lake Oconee and Savannah, Georgia; North Carolina; Aspen; Nantucket; and Florida.

buying or selling properties. At its core, I want it to be fun. These decisions can be stressful, but people are forging the foundation for a lifetime of memories, so I want them to enjoy it,” she says.

When her team outgrew the office at 169 King St., instead of leasing a space in a corporate office building, Urso made a bold move: She renovated a long-neglected shack on Sullivan’s Island, investing hundreds of thousands of dollars into a full rebuild. Now residents and visitors alike are welcomed by this in-town coastal gem as they enter the barrier island.

Urso’s investment was intentional, and she maintains an opendoor policy. “We want people to come and see what we’ve done,” she says. “It’s exciting to see families tossing cornhole on the front lawn or having a good time at events such as our annual Sullivan’s Fall Spooktacular.”

Despite continuous business growth, Urso remains deeply committed to maintaining the small boutique firm feeling that is her recognizable trademark across town. Last year, she and her team sold an average of $50 million in luxury properties, including the famous pink door Queen Street house downtown, and her goal for 2023 is to sell $100 million with a growing group of hard-working Realtors. “We’re not out there coldcalling or door-knocking,” she says. “Because of our reputation in the community, people refer us and come back to us.”

The firm specializes in coastal luxury and Southern charm properties on Isle of Palms, Sullivan’s Island, Daniel Island, historic Downtown, Mount Pleasant, Kiawah and Seabrook, and beyond. Many of these properties are her clients’ second or third homes or strategic investments. Urso tells people right away she’s not your average real estate agent. With a background in finance, public relations and real estate investing, she backs up that declaration with her particular blend of creativity and drive that goes more than the extra mile for clients. “Tell us where you want to live, and we’ll find it. Then we’ll make it beautiful and help you plug into your new community,” she says.

Urso is a lifelong equestrian, and her adventurous spirit is apparent from the moment you meet her. Underneath her kinetic energy, Urso is all about people, community and enjoying life. Her values and ethics are deeply rooted in the community and the people who live there. “We don’t just find our clients’ houses. We find them the perfect house, in the perfect location, then show them where to sip and shop, and meet and greet,” she says

Urso often has a unique way of showing properties. It’s not uncommon to see her branded golf cart touring Broad Street or her company boat, wrapped in palm leaves and her logo, cruising up the intracoastal, clients in tow. “I want my clients to have something more than just a quick, transactional experience

Urso is selective about the Realtors she hires. She puts her money where her mouth is when it comes to putting people first and refuses to see other agents as competitors. “We don’t have competitors; there’s so much business out there for everyone. I’m friends with my peers and fellow agents. I love smooth transactions, good vibes and making smart investments. However, I always stand firm for my clients and fight for their best interests. My only competitor is myself; that’s where my fire comes from,” she says. *

Robin Howard is a freelance writer in Charleston. See more of her work at robinhowardwrites.com.