Property People

What Property People does

Property People is a family-run, independent estate and letting agency headquartered in Belfast, Northern Ireland, founded in 2005 by husband-and-wife team Ciara and Colin Moran. The firm serves individual homeowners, landlords, tenants, and HMO investors across Belfast, County Tyrone, and (via a London office) the wider UK market. Its service portfolio covers residential and commercial sales, residential and commercial lettings, full property management, RICS-accredited valuations, HMO conversion project management and licensing, mortgage referral services, and student and room rentals, alongside ancillary offerings such as tenancy application processing and repair coordination.

Operationally, Property People runs a multi-branch retail model with four Northern Ireland offices (North Belfast, West Belfast, South & East Belfast, and Clogher Valley) plus a London presence at 121 Park Lane, Mayfair. The technology stack centres on MRI Software for property management operations (with the entire team trained on the platform) and a proprietary HMO management tool that handles tenant management, room availability, marketing, viewings, enquiries, maintenance, invoicing, rent collection, and financial reporting. Payments are processed via Stripe, and listings are surfaced through the firm's own portal and partner networks including the Guild of Property Professionals and PropertyPal. Marketing channels span organic social (Facebook, Instagram), content (blog/news), the 'Behind the Sign' landlord-focused podcast, email alerts, and ESTAS customer-service award recognition.

The business model is a mix of transaction-based and recurring managed-services revenue. Property sales generate commission on completed transactions (rates not publicly disclosed, quote-based), while lettings and property management produce ongoing management fees across the 500+ properties under management. HMO services, including conversion project management, licensing applications, and guaranteed rent solutions, contribute a specialist recurring stream, supplemented by RICS-accredited valuations and mortgage referrals. Customer-facing staff hold or are pursuing Propertymark (NAEA and ARLA) Level 3 qualifications, and the firm is regulated via the Property Redress Scheme, Client Money Protect, and the Tenancy Deposit Scheme.

Name

Property People

Legal name

Property People ltd

Website

https://propertypeopleni.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Property People is a family-run Belfast-based estate and letting agency serving homeowners, landlords, and tenants across Northern Ireland, offering residential and commercial sales, lettings, property management, HMO services, and RICS-accredited valuations across four Northern Ireland branches and a London office.

Ownership category

akta.pro rank

Product category

Residential Real Estate Services

NAICS

Offices of Real Estate Agents and Brokers (53121), Residential Property Managers (531311), Real Estate Property Managers (53131), Offices of Real Estate Agents and Brokers (5312), Nonresidential Property Managers (531312)

SIC

Real Estate Agents & Managers (For Others) (6531), Real Estate (6500), Services-To Dwellings & Other Buildings (7340)

akta.pro primary industry

Traditional Residential Brokerage (Existing Homes) (BPAJAAAA)

akta.pro secondary industries

Buyer Representation Services (BPAJAAAJ), Rural Residential & Acreage Homesites Brokerage (BPAJADAE), Eminent Domain / Condemnation & Litigation Support Valuation (BPAJAKAJ)

Keywords

• Residential estate agency
• Property lettings services
• Property management
• HMO management services
• Property valuations

Headquarters

HQ city

Belfast

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Residential Property Sales Commission: Commission-based revenue from facilitating residential property sales. Agents market properties, conduct viewings, negotiate offers, and complete sales transactions on behalf of sellers.
2. Lettings and Rental Management: Ongoing management fees for residential lettings including tenant finding, referencing, lease administration, rent collection, and property maintenance coordination.
3. HMO Services: Comprehensive HMO management including conversion project management, licensing applications, and ongoing property management. May include guaranteed rent solutions for landlords.
4. Property Valuations: RICS-accredited valuation services for residential and commercial properties, including specialist valuations for various purposes.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Property People is a multi-branch estate and letting agency operating across Northern Ireland (Belfast and Clogher Valley) and London, offering residential and commercial property sales, lettings, and full management services. Its portfolio spans standard residential sales, student and room rentals, HMO conversion and licensing services, RICS-accredited valuations, and mortgage referrals, with over 500 properties currently managed. The business is family-run and combines traditional high-street agency service with an online property portal.

Product overview

Property People is a traditional estate and letting agency operating across Northern Ireland and London. The company offers a comprehensive portfolio of property services organised around two core divisions: residential and commercial property sales (including land, sites, and agricultural property), and residential and commercial lettings (including student rentals, room rentals, and HMOs). Supporting services include property management, RICS-accredited valuations, mortgage services through financial advisers, HMO management (including conversion project management, licensing, and guaranteed rent), tenancy application processing, and repair coordination. The company also produces the 'Behind the Sign' podcast for landlord and investor education. The service offering is structured as a unified agency model rather than a modular SaaS platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Property Sales Estate agency services for selling residential properties including property marketing, valuations, viewings coordination, and sales negotiation on behalf of sellers. Targeted at homeowners seeking to sell houses, apartments, and bungalows across Northern Ireland.
• Residential Lettings Letting agent services for residential rental properties, including tenant finding, referencing, and tenancy management. Targeted at landlords and tenants across Belfast and surrounding areas.
• Student Rental Specialised rental services for students, including partnership with Endsleigh insurance provider for student contents cover. Targeted at students seeking rental accommodation in Belfast.
• Room Rental Individual room rental services within shared housing properties. Targeted at tenants seeking single rooms in shared accommodation.
• Commercial Sales Estate agency services for commercial property sales. Targeted at owners and buyers of commercial real estate.
• Commercial Rentals Letting agent services for commercial property rentals. Targeted at commercial landlords and tenants.
• Property Management Full property management services including tenant management, maintenance coordination, rent collection, and financial reporting. Targeted at landlords seeking outsourced management for residential rental properties.
• HMO Management Services Specialist House in Multiple Occupation (HMO) management including HMO conversion project management, licensing applications, and end-to-end management with guaranteed rent options. Targeted at property investors seeking to convert or operate HMO properties.
• Property Valuations Property valuation services including RICS-accredited professional valuations for residential and commercial properties. Targeted at homeowners, buyers, and lenders requiring formal valuation reports.
• Mortgage Services Mortgage advice and insurance services delivered through partnerships with independent financial advisers. Targeted at residential buyers and property investors.
• Land & Sites Sales of agricultural land, farms, development sites, and new-build residential developments. Targeted at rural property owners, farmers, and developers handled through the Clogher Valley office in County Tyrone.
• Tenancy Application Processing Multi-step tenancy application processing including referencing, credit checks, guarantor verification, and documentation collection. Targeted at prospective tenants applying to rent a property through the agency.
• Repair Reporting Services Property repair reporting and coordination service for tenants and landlords, supporting maintenance activity across the managed portfolio.

Quantifiable outcome

• Manage over 500 properties across Belfast city
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered minor and core.

• Endsleigh InsuranceminorGTM or Marketing PartnerPartnership with Endsleigh, the No. 1 student insurance provider, to provide contents insurance cover for students renting rooms. Property People policy number is HH1656. Students don't need to do anything to activate basic cover but should check and potentially extend coverage.
• The Guild of Property ProfessionalscoreChannel Partner/ Reseller/ DistributorNational network membership enabling Property People to market properties far and wide across the UK. Guild members have access to additional marketing tools, training, and industry recognition. Team members have received Associate Member certificates.
• PropertymarkcoreOthersProperty People holds Propertymark accreditation for both NAEA Propertymark (for estate agents) and ARLA Propertymark (for letting agents). All customer-facing staff have achieved or are working towards their ARLA Propertymark or NAEA Propertymark Level 3 Technical Awards.
• RICS (Royal Institution of Chartered Surveyors)coreOthersJarlath Daly achieved RICS accreditation enabling Property People to offer specialist RICS-accredited valuation services to clients.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Templeton Robinson: Belfast-based independent estate agency with residential sales, lettings, and valuation services. Direct competitor in the same Northern Ireland market with overlapping service offerings including professional valuations and property management.
• Belvoir: UK-wide letting and estate agency franchise network with strong focus on residential lettings and property management. Directly comparable on the managed services side, with similar recurring fee revenue exposure.
• Reeds Rains: UK-wide estate agency chain offering residential sales, lettings, and mortgage services through a network of branches. Comparable full-service agency model with similar commission and management fee revenue streams.
• Simon Brien Residential: A long-established Belfast-based estate and letting agency offering residential sales, lettings, and property management across Northern Ireland. Direct competitor serving the same Belfast buyer/seller/landlord pool with comparable full-service agency model.

Others

• PropertyPal: Northern Ireland's leading property search portal and listing aggregator. Functions as a key marketing channel and lead source for estate agencies like Property People, representing both a partner and an indirect competitor by enabling direct landlord/tenant connections.

Broad incumbents

• Knight Frank: Global real estate consultancy with UK residential sales, lettings, and valuations. Comparable on the professional/valuation services side (RICS-accredited) and on premium residential sales, though operating at a much higher-end segment.
• Hunters Property Group: National UK estate agency franchise network offering sales, lettings, and property management. Comparable franchise/network-led agency model with multi-branch geographic coverage in the UK.
• Foxtons: London-centric estate agency with branch-led sales and lettings model. Comparable commission-based revenue and multi-branch distribution, though at significantly larger scale and focused on the London/South East market.
• Connells Group: One of the UK's largest estate agency and property services groups, encompassing brands like Countrywide, Sequence, and Allen & Harris. Operates at massive scale with both sales and lettings/management comparable to Property People's service mix.

Emerging players

• Purplebricks: UK hybrid/online estate agency offering a lower-cost fixed-fee alternative to traditional commission-based agents. Represents the disruptive model competing against Property People's traditional full-service brokerage offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PropertyPeopleNI
• Instagraminstagram.com/propertypeopleni
• LinkedInlinkedin.com/company/property-people-ni

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Property People