The Ultimate Guide to Land Promotion in the UK

What is Land Promotion?

Land promotion is a strategy used by UK landowners to increase the value of land by securing planning permission, then selling the land to a developer at a significantly higher price.

Unlike selling land as-is, you partner with a land promoter who handles:

Feasibility reports

Planning applications

Public consultations

Appeals and revisions

Developer marketing and negotiation

You keep ownership throughout — and only sell when planning is granted and value is maximised.

Why Land Promotion is the Smartest Route for UK Landowners

Top Benefits of Land Promotion:

No Upfront Costs

We fund the entire process

High-Value Uplift

We fund the entire process

No Planning Risk

We fund the entire process

No Upfront Costs

We fund the entire process

High-Value Uplift

We fund the entire process

Selling Land With or Without Planning – Why Planning Adds Huge Value

With Planning Permission

Land value increases massively

Attracts interest from national developers

Ideal for long-term land investments

Without Planning Permission

Typically sold for agricultural or amenity value

Buyers will price in the planning risk

Misses out on full development potential

From Landowner to Developer - We Handle It All

Partner with us for a seamless journey from land sale to development

Start Your Journey

Step-by-Step Guide to the Land Promotion Process

Free Land Appraisal & Planning Review

We assess your site for development potential — including access, infrastructure, planning policy and local housing need.

Promotion Agreement Signed

We agree terms that protect you and outline how costs and profits are shared once planning is secured.

Planning Strategy Built

We manage architects, planning consultants, ecologists, engineers, surveyors, and legal experts.

Application Submission & Negotiation

We submit to the local authority, lead any appeals, and liaise with all stakeholders to secure approval.

Land Marketed to Developers & Investors

We don't just pass the site to any builder. We create competitive tension to maximise sale price.

Sale & Profit Share

The site is sold with planning, and profits are shared — typically with major uplift compared to a raw land sale.

Specialist Land Types – Our Expertise Includes:

Brownfield Land Promotion

Previously developed land with high potential for planning approval

Farmland Promotion

Edge-of-settlement agricultural land with development potential

Garden Assemblies

Multiple back gardens combined to create viable development plots

Greenbelt Planning
Releases

Strategic greenbelt sites with
potential for policy release

Permitted Development Conversions

Buildings eligible for conversion under permitted development rights

Option Agreements &
JV Strategies

Alternative structures for land
development partnerships

Repossessed or
Receivership Land

Distressed assets with development potential requiring specialist handling

Levelling-Up &
Regeneration Land

Sites benefiting from government regeneration initiatives

Land Promotion vs Other Exit Strategies

Feature

Land Promotion

Sell As-Is

Sell With Planning

Land JV

Upfront Cost

❌ None

✅ Yes (high)

✅ Shared

Risk

❌ All on us

❌ None

✅ You

⚖ Shared

Value

✅ High

❌ Low

✅ High

Time

⏳ Longer

✅ Fast

⏳ Medium

⏳ Long

Inside a Typical Land Promotion Agreement

Our contracts are transparent and protect your long-term interests.

Key points:

You remain the legal owner until final sale

We recover only agreed planning costs

The land is sold only with your consent

You receive a guaranteed minimum % of the uplift profit

No legal charge or lien is placed on your land

Exit clauses and review triggers are built in

Expert Strategies to Boost Your Land's Worth

We analyse, strategise, and optimise to unlock your land's full potential.

Comprehensive Site Analysis

Strategic Planning Approach

Value Optimization Techniques

Developer Network Access

Where We Operate Across the UK

We specialise in high-demand planning zones across:

Greater London and the M25

Surrey, Kent, Essex, Bucks, Herts, Middlesex

Oxford-Cambridge Arc

Midlands regeneration towns

South Coast and commuter belts

Strategic infrastructure corridors

Targeting locations with local plan shortfalls, green belt pressure, and housing under-delivery gives us the edge.

Planning Policy – How It Affects Your Land

NPPF Guidelines

National Planning Policy Framework that guides alllocal planning decisions

Five-Year Housing LandSupply

Local authority housing targets that can create
opportunities for landowners

Neighbourhood & Local Plans

Area-specific policies that determine land allocation and use

S106 and CIL
Obligations

Developer contributions that impact viability and land value

By understanding your local authority's housing targets, we increase your land's chances of approval.

Frequently Asked Questions

How long does it take to get planning permission?

Typically 18–36 months, depending on local authority and planning complexity.

What if planning permission is refused?

We bear the cost and loss. You pay nothing. We often appeal or revise and resubmit.

3. What makes your land promotion services different from others?

Unlike traditional land sale services, we approach land promotion with a developer's perspective. By understanding how developers value land, we ensure that we can unlock your land's true potential and secure the highest sale price possible.

4. Do you work with all types of land buyers?

Yes, we work with a diverse range of buyers, including small developers, medium developers, large-scale homebuilders, investors, and institutions. Our wide-reaching marketing network ensures we find the best fit for your land sale.

5. How long does the land promotion process take?

The timeline for land promotion can vary depending on factors such as the type of land, planning permissions, and buyer demand. However, our efficient and streamlined process ensures a quick and profitable sale. We work to complete transactions as quickly as possible while ensuring the maximum value is achieved for your land.

6. Can you help sell land with planning permission?

Yes! We have extensive experience in selling land with planning permission. Our targeted marketing strategy attracts developers who are specifically looking for development-ready land with the necessary permissions, enabling us to sell for higher prices than land without planning.

7. What types of land are you able to promote?

We promote all types of land, including farmland, garden land, commercial land, and residential land. Whether you're selling land for development, agriculture, or commercial use, we have the expertise and buyer connections to maximise your sale price.