Belfast property firm sells £5m worth of homes via its social media sites

Victoria Patterson
Emma Deighan

A BELFAST developer says it has sold £5 million worth of properties directly through its social media channels in a move it believes is changing the face of house-selling.

Mayfair Group, led by Victoria Patterson, said the sales were secured solely through its Instagram and Facebook channels, with its Moira One and Thorburn Gate developments reaching sale agreed entirely online within minutes.

Although Mayfair Group continues to work with estate agents, and its properties are available through a number of online property platforms, it says the new strategy represents a departure from how homes for sale in Northern Ireland have traditionally been marketed.

Ms Patterson said: “I believe this is just the beginning of a fundamental change in how people expect to buy their homes.

“We could see there was an opportunity to create a more direct relationship with our customers online, so we invested heavily and have created a unique offering.

“We’re disrupting the market, and that’s good news for the public and everyone who wants to buy a home.”

Victoria’s Instagram account, @designbymayfair, has a growing following of over 25,000, where she shares insights into development projects and provides interior, style and décor advice under the ‘Design by Mayfair’ brand.

She said it was this activity that led to her identifying the opportunity for Mayfair Group to connect directly with home-buyers online.

The property professional’s social media is supported by Mayfair Residential, the company’s in-house estate agency that allows applicants to get financially qualified online in a three-step process before reserving their new home.

Mayfair Residential also provides mortgages through independent third parties, including a green mortgage that rewards sustainable living.

Ms Patterson has also announced Mayfair Group’s latest feature, which allows buyers to choose and upgrade the kitchen and bathrooms for their new home using an online simulator.

She said: “We have more exciting announcements coming up on our social media channels throughout the rest of this year and we’re looking forward to engaging directly with customers and future Mayfair Group home-owners as we turn their dreams into reality with just a few clicks of a button.”

Mayfair Group has been operating for more than 25 years in the UK property, construction and healthcare sectors.

To date, it has developed projects with a combined value of £520 million and provided more than 2,000 family homes.