Is that Close a public road or private? Virginmedia are always reluctant to to install on private roads because of wayleave issues.
And there's a catch 22 - it may not be worth their while to run in cables for just 1 or 2 new users, but if there is a demand for several new connections there may not be sufficient network capacity.
Have you checked when Openreach are due to upgrade your present service to FTTP?