CHARLOTTE, NC USA - A SouthPark mansion in the gated Morrocroft Estates neighborhood has sold for $9.68 million, becoming Charlotte’s second-highest residential sale on record in Canopy MLS and underscoring the city’s strengthening luxury market.
The nearly 14,000-square-foot French Normandy–inspired estate, represented by Steve Lonnen of SL Home Group | REAL Broker, LLC, wasoriginally listed in July 2024 for $13.25 million. After a series of strategic adjustments and a comprehensive marketing push, the propertywent under contract in mid-September 2025 following a $1.75 million price repositioning.
“This sale represents more than a number, it represents strategy, storytelling, and stewardship,” Lonnen said. “Our goal was to celebrate thishome’s legacy while maintaining the privacy and integrity of Morrocroft Estates. Every aspect of our marketing from private events to digitalstorytelling was designed with intention and discretion.”
A New Standard for Local Luxury Marketing
Lonnen implemented an integrated marketing strategy rarely seen in Charlotte’s residential space. The plan combined a curated traditional,digital, and social strategy with exclusive invitation-only events. These immersive in-person experiences, and global digital exposure throughco-branded collaborations attracted business leaders, professional athletes, political figures, and socialites, creating authentic energy andcompetition around the property.
“We learned that getting people into the home was critical to generating momentum,” Lonnen said. “The photos and video were stunning, butthe emotional connection happened in person.”
The result: one of the most notable luxury sales in Charlotte history achieved through a balance of luxury market expertise, communityrespect, and marketing precision.
A Legacy Property, A Legacy Sale
The sellers, longtime Charlotte business leaders, owned the home for nearly 17 years after purchasing it from developer Daniel Levine in 2008. A former CEO of a prominent global company, said the couple decided to downsize but will remain in the area.
Built in 2004, the estate features six bedrooms, six full and three half baths, a 1,000-square-foot studio above a detached garage, and a lowerlevel spa with a steam shower, gym/yoga studio, 16-person theater, and wine cellar. Outdoor amenities include a saltwater pool, cabana withkitchen, terraces, and a pond, with design details such as French walnut parquet flooring, reclaimed materials, and fireplaces imported fromFrance.
The buyer, a local business executive, will continue the property’s legacy within one of Charlotte’s most private and prestigious neighborhoods.
About SL Home Group | REAL Broker, LLC
SL Home Group, founded by Steve Lonnen, specializes in luxury, new construction, and relocation across Charlotte, NC and surrounding areas.The team is known for blending data-driven insights, creative marketing, and relationship-based strategy to deliver world-class real-estaterepresentation.