Landowner guideShould I talk to a land promoter? Honest pros and cons
A plain-English guide for landowners by Jordon Nattress. Checked against the sources below on 18 October 2026.
In short: a land promoter pays for and runs the planning work on your land and, if permission is granted, sells it on the open market and takes an agreed share. It can be a sensible route, but it usually takes years, nothing is guaranteed, and you are tied in while the agreement runs. A first conversation costs you nothing and commits you to nothing.
Please note: this guide is general information only, not legal or financial advice. I’m a land introducer, not a solicitor, planner or estate agent, and I don’t value land. Every site and every agreement is different, so always take advice from your own solicitor before signing anything.
What a land promoter does
A land promoter is a specialist firm that tries to get planning permission for housing on land it doesn’t own. You sign a promotion agreement, the promoter funds and manages the planning work, and once a satisfactory permission is secured the land is marketed and sold to a housebuilder. The promoter is usually paid a percentage of the net sale proceeds, and you receive the rest (RICS). You keep ownership of the land until it is sold (Farrer & Co).
I write to owners of land that I think may be worth a promoter’s look, so I want to be straight about both sides.
The pros
- No upfront planning bill. The promoter typically funds the planning application and related costs. If the promotion fails and the agreement expires, the promoter normally bears that loss, not you (FBC Manby Bowdler).
- Specialist know-how. Promoters handle the planning strategy, consultants, surveys and the local plan process, which most landowners would find hard to manage alone (RICS).
- A market-tested sale. Because the land is sold on the open market, the price is proved by real bids rather than agreed through a valuation (RICS).
- Shared interests. The promoter only does well if the land sells well, so its interests stay broadly aligned with yours (Michelmores).
- You stay the owner. You aren’t required to sell unless a satisfactory permission is achieved (RICS).
The cons
- It takes time. Planning often takes years. Many promotion agreements last between five and ten years, and most allow the term to be extended in some situations, for example while a planning decision is pending (FBC Manby Bowdler).
- There’s no guarantee. Planning permission may never be granted. If it isn’t, the agreement simply ends and you’ve spent those years waiting (FBC Manby Bowdler).
- You’re tied in. The agreement is usually registered against your title (Birkett Long). While it runs you may have obligations, such as not objecting to the planning application, not granting leases that would stop a sale with vacant possession, and selling to the best bidder once permission is obtained (RICS). If the agreed conditions are met, you are obliged to sell on the agreed terms (Farrer & Co).
- Costs come out of the sale. The promoter’s planning costs are usually repaid first from the sale proceeds, before the rest is split (FBC Manby Bowdler). The promoter will want a wide definition of which costs it can recover (Farrer & Co), so what counts really matters.
- Timing can pull in different directions. You may want to wait for the best price, while a promoter may prefer to sell sooner and move on to its next project (Farrer & Co).
- The paperwork is serious. These agreements are long and detailed (Birkett Long), so you need your own independent solicitor. The promoter often pays your legal costs. Birkett Long, for example, advises asking the promoter’s solicitors to undertake to pay the landowner’s costs first, so they’re covered even if the deal doesn’t go ahead (Birkett Long). Check this before you start.
Who it tends to suit
Speaking generally, promotion tends to suit owners who are happy to think long term, don’t need money from the land soon, and are comfortable with the land being committed for a number of years. It tends to suit people less if they might want to sell or pass on the land in a different way in the near future, or if they would find the uncertainty stressful. There’s no right answer, and it’s your decision.
Questions worth asking any promoter
- What sites like mine have you promoted, and what happened to them?
- How long is the agreement, and exactly what would extend it?
- Which costs can you recover from the sale, and is there a cap?
- Can there be a minimum price, below which I don’t have to sell?
- Will you pay for my own solicitor and land agent, and will your solicitors give an undertaking for those costs?
- What can I keep doing on the land while the agreement runs?
Where I fit in
I’m Jordon Nattress, and I run Arden Land Partners on my own. I’m an introducer: I look for land that may suit a promoter, write to the owner, and, if you’d like, put you in touch with an experienced promoter. If you choose to work with them, the promoter pays my fee. You never pay me, and I only share your details if you ask me to.
Frequently asked questions
Does talking to a promoter commit me to anything?
No. Nothing is binding until you sign an agreement, and you should only do that after advice from your own solicitor.
Can I compare more than one promoter?
Yes. Solicitors suggest landowners may wish to stay flexible to attract wider interest, then compare the terms offered (Michelmores).
What happens if planning is refused?
If the promotion is unsuccessful and the agreement expires, the promoter normally bears its own costs (FBC Manby Bowdler), and the entry on your title is removed (Birkett Long).
Can I keep farming the land?
Typically yes, until a sale completes, but check exactly what the agreement allows.
Want a second pair of eyes on your land?
Request a free, no-obligation land check. If it looks promising and you’d like to, I’ll introduce you to an experienced promoter. Or call or text 07490 730866.
Sources
Please note: this guide is general information only, not legal or financial advice. I’m a land introducer, not a solicitor, planner or estate agent, and I don’t value land. Every site and every agreement is different, so always take advice from your own solicitor before signing anything.
Related guides: Promotion agreements vs option agreements: a plain-English guide for landowners · What is grey belt land?