MORE than 30 per cent of homes at a new £52million 15-storey block of flats have been sold...despite them not being built yet.

The first phase of the Victoria Central development in Victoria Avenue, Southend, has been placed on the market and many have sold already.

Developers insist this shows the popularity of Victoria Avenue and the success of the project to transform the road from old office blocks to plush flats.

Victoria Avenue has seen the overhaul of several tower blocks, including Baryta House, Heath House, Carby House and now the construction of Victoria Central.

Tory councillor Meg Davidson, Conservative spokesman for housing, insisted the transformation of the road gives a better impression of Southend as people arrive in the town.

She said: “Many of the old office buildings were derelict and old and the developments have been a big benefit to the area.

“It’s good we are building homes without using open green space.

“I think it’s looking a lot better and that has to be welcomed.

“That whole side of Victoria Avenue has been redeveloped and now it looks better especially for people coming into the town.

“It was just one stretch of dilapidated old office blocks.”

Bosses at Western Homes, who are behind the Victoria Central development say their development has become the flagship project and is boosting sales in other blocks of flats.

Suzanne Aplin, group sales and marketing director at Weston Homes, confirmed that the new homes have flown off the shelves.

She said: “The scheme is proving to be very popular with First Time Buyers getting their first step on the property ladder, with the scheme offering great value, stylish homes with their all-inclusive, luxurious specification.

“This is coupled with the fantastic proximity to Southend Victoria station and central location in this popular seaside town.

“This is the flagship development of Victoria Avenue, replacing a tired carpark with an impressive selection of apartment residences and modern architecture.”