Strategic Land Promotion

Strategic land promotion takes a long-term view of your land and guides it through the local plan process to secure allocation for development.

If you have land with potential, but it is too early for a planning application, this is where land promotion plays a key role. We help you understand how your site fits within planning policies and what is needed to move it forward.

Our team works with landowners to shape a clear strategy, giving you the best chance of securing allocation and maximising value over time.

Understanding the Local Plan Process

Every Local Planning Authority is required by law to prepare a local plan. This sets out how development will be managed across its area and how national planning policies will be applied locally.

The local plan brings together policies covering housing, employment, leisure, open space, and infrastructure. It also identifies specific sites that are suitable for future development.

When determining planning applications, the Local Planning Authority must assess proposals against the relevant planning policies in its local plan.

Getting Your Site Allocated

One of the key roles of the local plan is to allocate land for development.

Allocation means a site has been identified for a specific use, such as residential planning or commercial planning. Once a site is allocated, development for that use is accepted in principle, subject to detailed design and supporting information.

Most Local Planning Authority teams rely on landowners to bring sites forward. This is usually done through a ‘Call for Sites’ exercise, where landowners and their agents submit land and demonstrate how it meets local planning policies.

At Berrys, we support you by:

– Assessing your land against local plan criteria
– Preparing clear planning representations
– Demonstrating compliance with planning policies
–  Identifying and addressing constraints early

Supporting Your Site Through the Process

If your site is shortlisted, we will continue to support it as the local plan progresses through consultation, examination, and adoption.

This stage often includes:

– Concept master planning
– Transport and access strategy
– Environmental and technical assessments
– Public consultation and stakeholder engagement

We work with you to make sure your site remains aligned with evolving planning policies and continues to meet the expectations of the Local Planning Authority.

Maximising Long Term Land Value

Land promotion is a long-term process. It requires patience, but it can significantly increase the value of your land.

A successful allocation can turn underused land into a valuable asset, whether for residential planning, commercial planning, or other uses identified through the local plan.

Our role is to help you unlock that potential and make informed decisions at every stage.

A Joined Up Approach to Land Promotion

Our strategic land promotion work is supported by a wider team of chartered surveyors and property specialists.

This means you benefit from:

– Planning expertise aligned with land value
– Advice on development potential and viability
– A clear understanding of long-term opportunities

We bring together the right expertise to support your land from early strategy through to delivery.

Explore Our Planning Services

You can find out more about our related services:

– Town planning
– Planning applications
– Planning appeals

Talk to Our Land Promotion Team

If you have land with development potential and want to understand your options, we are here to help.

Speak to our team for clear, practical advice on strategic land promotion and how to position your site within the local plan process.