Unlocking the true value of your land
We identify development potential, secure planning permission and sell your land on the open market, covering all costs and risk so you don't have to.
Since 2004
Proven Track Record
Zero
Upfront Cost to You
~40%
Of UK Outline Permissions
What is Land Promotion?
Land promotion, also known as strategic land promotion, is the process of identifying parcels of land with genuine development potential, creating a deliverable housing or commercial scheme, securing planning permission on behalf of the landowner, and selling the consented site on the open market to the most suitable buyer.
Land promoters like Ashwood work directly with landowners to evaluate their sites, secure outline planning consent, and then market the land to housebuilders and developers. Land promotion is not about construction, we do not build anything ourselves. Instead, we ensure a steady pipeline of consented land for housebuilders and commercial developers.
Our interests are fully aligned with yours. Ashwood does not receive a return until the land is sold. This means we are completely motivated to achieve the best possible outcome for you.
No Upfront Costs
We cover all legal fees, planning applications, surveys, marketing and consultancy costs throughout the entire process.
Expert Delivery
Specialist in-house professionals and leading third-party consultants develop the strongest possible scheme for your site.
Developer Relationships
Lasting partnerships with housebuilders and developers ensure the right scheme for landowner, buyer, and community alike.
Quality Assured
Comprehensive sales and technical packs enable developers to identify opportunities quickly, driving competitive bids.
A Trusted National Land Promoter
Ashwood is a privately owned, national land promotion company headquartered in Carlisle. We work in partnership with private landowners, local authorities, trusts, dioceses, charities, and other stakeholders to unlock the value of their land assets.
Our team has an outstanding track record of securing planning permission within the shortest possible timeframes. Our business model is built around delivering returns efficiently, we do not engage in prolonged, speculative promotion but instead focus on achieving results as quickly as possible.
Ashwood is a respected name in the industry. When a site is brought to the open market, buyers recognise the Ashwood difference, both in the quality of the scheme and in the rigorous due diligence presented within our comprehensive sales packs.
Our Financial Commitment
Ashwood covers all costs associated with the land promotion process, including legal fees to enter into a Planning Promotion Agreement, all costs of developing the scheme, planning application fees, and site investigation surveys and technical assessments.
Site Size & Scope
We promote sites ranging from a single dwelling through to developments spanning over a hundred acres. The typical site size falls between 1 and 40 acres. Research by Lichfields found that land promoters deliver around 40% of all outline planning permissions at any given time.
How It Works
Securing planning permission and selling to a developer can be complex, expensive, risky, and stressful. Our strategic land promotion team manages everything on your behalf.
Site Assessment
A detailed on-site evaluation to determine your land's development potential for residential or commercial use, assessing planning prospects, land quality, and location suitability.
Planning Application
Funded entirely by Ashwood, our team creates a masterplan and prepares a planning application for submission. Our in-house design and technical teams work to advance schemes as efficiently as possible.
Community Engagement
We work closely with local communities, councils, and statutory bodies to build local support, with a dedicated budget for consultation and engagement activities.
Securing Planning Permission
Our comprehensive application is reviewed by the local authority, giving the best possible chance of approval. We navigate the complex planning system with expertise built over two decades.
Sale to Developers
Once consent is granted, we market the land to developers through a dedicated campaign designed to achieve a competitive sale price. Our extensive developer network drives strong bids for your site.
Is Your Land Suitable?
We believe land is a precious resource and that, where development is appropriate, it should be used wisely. Here are the factors we consider.
Planning Prospects
Is your land included within a current or emerging Local Plan allocation? Does it have standalone planning merit as a deliverable scheme for new homes or commercial development? In the right circumstances, short-term promotional strategies may also be viable.
Land Type & Quality
We consider both brownfield and greenfield sites, including those within the Green Belt, Grey Belt, and technically challenging locations.
Size
We assess sites of virtually any scale, from small infill plots to large strategic sites of five acres and above. We are currently promoting sites capable of accommodating between 10 and 1,000 dwellings.
Location
For residential development, land should be in a sustainable location on the edge of large villages, towns, or cities. For commercial development, proximity to major towns, cities, and the motorway network is essential.
Leaving a Lasting Legacy
We want your land to create a positive and enduring impact, places where people can live, work, rest, and enjoy life.
Award-Winning Masterplans
Under the direction of our award-winning practice, Ashwood Design Associates, our distinctive masterplans are carefully crafted using quality architecture and placemaking principles to deliver the best outcome for all stakeholders while harmonising with existing communities.
As part of our planning agreements, we also secure Section 106 contributions to support local housing provision, education, healthcare, highways improvements, and other community benefits.
Delivering the Vision
A common concern among landowners is that designs proposed at outline stage will not be carried through to the completed development. The depth and quality of our masterplans means they have rarely been altered by developers at the construction stage.
Planning conditions, parameter plans, and design codes, particularly for larger schemes, all help to ensure our high design standards are honoured. These safeguards can be further reinforced through contractual mechanisms.
Technical Innovation
In addition to our rigorous masterplanning, the due diligence undertaken by our expert in-house technical and planning teams helps to advance schemes as efficiently as possible, attracting strong interest from developers.
We produce comprehensive Sales and Technical Packs that enable developers to quickly identify opportunities and risks. The result is greater competition, a more robust bidding process, and a smoother sale.
Finding the Right Solicitor
Independent legal advice is essential when entering a land promotion agreement to ensure your interests are fully protected.
We are happy to recommend experienced local solicitors who specialise in this area of law.
Planning Promotion Agreements
Land promotion involves entering into a Planning Promotion Agreement to bring forward your land. We assume all financial risk and only receive our share when the land is sold.
Design a deliverable masterplan that maximises efficiency and value
Navigate the complex planning system to secure consent
Market and sell the land on the open market through a competitive tender process
Appoint the right development partner for your site and community
Our extensive in-house expertise ensures we secure planning permissions that local authorities have confidence will be delivered, and that developers want to acquire.
Benefits for Landowners
Maximum returns within the shortest possible timeframe
Transparent partnership with fully aligned interests and clear accountability
Experienced team backed by strong financial resources, your assets are in safe hands
Community consultation to ensure developments meet local needs and leave a lasting legacy
Improved supply of build-ready sites for housebuilders and developers
Accelerated delivery of much-needed quality homes across the UK
Sectors We Promote
On behalf of landowners and property owners, we promote land across a diverse range of development sectors.
Frequently Asked Questions
How does land promotion benefit landowners?
The principal benefit is that all costs, planning, applications, marketing, and submission, are covered entirely by us. This significantly reduces the financial risk for the landowner. A Planning Promotion Agreement between you and Ashwood ensures that every aspect of this complex and costly process is handled correctly by our expert team, in the quickest timeframe and to the highest standard.
What are the costs involved for me?
None, until the land is sold. Ashwood covers all costs associated with the land promotion process, including planning applications, legal fees, consultations with local authorities, marketing, site visits, and community engagement. As we assume all financial responsibility, you as the landowner incur no costs whatsoever until a successful sale is completed.
What if my land doesn't sell?
If your land does not sell immediately after securing planning permission, Ashwood continues to work on your behalf to maximise its marketability. We leverage our extensive network of reputable developers and adapt our marketing approach to ensure a buyer is found. Crucially, you bear no financial risk throughout this period, we continue to cover all costs.
How long does the process take?
Timescales can vary, but the land promotion process, from initial contact through to final sale, typically takes between 18 months and 3 years. The duration depends on a range of factors, including the type and scale of development proposed, site-specific constraints, and the prevailing planning environment. Please contact us for a more detailed assessment.
What happens after the land is sold?
Our involvement does not end at the point of sale. We continue to work closely with the purchaser to ensure all parties comply with ESG regulations and that the development is delivered to the highest possible standards. Our outline planning schemes are almost invariably carried through to reserved matters with little or no alteration.
Why Choose Ashwood?
Proven Since 2004
Over two decades of delivering planning permissions and maximising land value for our clients.
Sector Specialists
Deep knowledge of the housebuilding and development sectors, ensuring the right approach for every site.
In-House Design & Technical
Fully integrated design and technical departments for a considered, quality-driven approach.
In-House Legal Support
Dedicated legal expertise to protect your interests and streamline the agreement process.
Hands-On Support
Guidance and transparency at every stage, keeping you informed and involved throughout.
Local Market Knowledge
Strong relationships with planning authorities and deep understanding of local market dynamics.
Value Maximisation
A relentless focus on achieving the best outcomes and highest returns for all stakeholders.
Trusted & Recommended
Recommended by landowners and developers alike across the United Kingdom.
The Ashwood Approach
Ashwood's in-house service model delivers a practical, cost-effective, and stress-free experience for landowners.
Selling to a single developer independently can be complex, expensive, and high-risk. Our holistic approach to land promotion means our expert team manages the entire process on your behalf. We deliver well-designed, thoroughly prepared developments that attract interest from multiple developers and commercial parties, maximising value through competitive bidding rather than reliance on a single buyer.
Get in TouchReady to Unlock Your Land's Potential?
Get in touch today for a no-obligation discussion about your land. We'll assess its development potential and explain exactly how we can help, at no cost to you.