Who pays
The promoter pays planning costs and takes the risk if planning fails. Many agreements also cover the landowner's reasonable legal and agent fees.
Land promotion agreements for landowners
A promotion agreement lets you get planning on your land without paying for it up front. The promoter funds the work and is paid from the sale.
Done well, it lines everyone up behind one goal: the best price. Done badly, it ties up your land for years. The terms make the difference.
Who it's for
Landowners with land that could be suitable for housing or commercial use, but no consent yet.
- Farmers and estates with edge of settlement land
- Owners whose land is being considered in a new local plan
- Landowners who want market value, not a developer's discounted price
- Families who want a professional to run the process
How it works
How land promotion works
You and the promoter sign an agreement. The promoter pays for planning: surveys, consultants, the application and any appeal. When consent is granted, the land is sold on the open market. The promoter recovers their costs and takes a fee, usually a percentage of net proceeds. You receive the rest.
The promoter's fee
Usually a percentage of net sale proceeds. The level varies by site and risk. Check how costs are capped and what counts as a deductible cost.
Timescales
Often several years from signing to sale, depending on the local plan cycle and the site. The agreement should set a term with clear milestones.
Minimum price
A floor below which the land cannot be sold without your consent. One of the most important protections in the agreement.
We work alongside our planning partner Collaborative Planning, led by a Chartered Town Planner. We may receive an introducer's fee or commission from this arrangement.
What we need from you
Have these to hand
- Site location and title plan
- Current use, tenancies and any agricultural holdings
- Planning history and local plan status, if known
- Any other parties with an interest in the land
- Approaches you have had from promoters or developers
- What matters to you: price, timing, legacy or control
Don't have it all? Send what you have. We will tell you what matters most.
Offered a promotion agreement?
Send it to us. We will tell you which terms are standard and which ones to push back on.
Send us the detailsTrack record
We advised a landowner on a 15+ acre greenfield holding in the South East and took it into a promotion agreement with minimal cost and risk to the owner.
How we work
4 steps, one team
- 01
Is it promotable?
We assess the site with our planning partner Collaborative Planning, led by a Chartered Town Planner. Not every site suits promotion.
- 02
Find the right promoter
We approach promoters with a record on similar sites and in the same area.
- 03
Negotiate terms
Fee, cost cap, minimum price, term, milestones and your rights if they do not perform.
- 04
Stay involved
We keep track of planning progress and sale strategy on your behalf through to completion.
Common questions
What is a land promotion agreement?
An agreement where a promoter pays to get planning on your land, then sells it on the open market. The promoter is paid a fee from the sale proceeds.
What fee does a land promoter take?
Usually a percentage of net sale proceeds, plus recovery of their planning costs. The percentage varies by site, risk and competition between promoters. Always check how costs are capped.
What is the difference between a promotion agreement and an option?
Under an option, the developer buys the land themselves, often at a discount to market value. Under promotion, the land is sold on the open market and the promoter shares in the price.
How long do land promotion agreements last?
Terms are often several years, with extensions if an application or appeal is live. Look for clear milestones and a right to end the agreement if they are missed.
What happens if planning is refused?
The promoter usually carries the cost. They may appeal or wait for the next local plan. The agreement should say how long they can keep trying.
Can I sell part of my land and promote the rest?
Often, yes. But think about access and how the parcels relate to each other. Selling the wrong part first can reduce the value of what is left.
Insights
Further reading
Land & Planning31 July 2026
Strategic Land Consultants: 8 Ways They Turn Fields Into Fortunes (Without the Risk)
What do strategic land consultants do, and why do UK landowners trust them? Discover 8 ways expert advisers unlock land value, cut planning risk, and maximise returns.
Read article
Market18 June 2026
Summer Outlook: Development Land Demand Across the UK
Where development land demand is concentrating this summer, the asset classes attracting the strongest interest, and what it means for landowners.
Read article
Land & Planning24 July 2026
Land Acquisition Consultants: 9 Reasons Smart Buyers Never Go It Alone
Why do serious buyers use land acquisition consultants? Discover 9 reasons expert advisers secure better UK sites, avoid costly errors, and win deals others miss.
Read articlePlanning Consultancy
Want to know if your land is promotable?
Tell us where it is. We will give you an honest view on planning prospects and the right route.