For Landowners · Land Promotion
If you own land with potential, we'll fund and run the planning to unlock it — at our own cost and risk. You pay nothing, you stay in control, and you keep the great majority of the proceeds. When your land sells for more, so do we — which is exactly why our interests are on your side of the table.
Request an honest appraisalThe idea
The single thing that transforms the value of a plot is planning permission — but securing it is slow, costly and uncertain, which is why most landowners never do it themselves. So the land either sits, or sells as a bare field for a fraction of what it could be worth.
Land promotion closes that gap. We take on the whole planning process — the strategy, the specialists, the application — at our own cost and risk. When consent is secured, the land is sold on the open market and the proceeds are shared: the great majority to you. You put in nothing but the land, and you sell it for what it's actually worth.
Your three options
There's more than one way to realise the value in land — and they are not equal. The difference that matters is whose interests are aligned with yours.
| Sell now | Option | Promotion (us) | |
|---|---|---|---|
| What happens | You sell the land as it is, without consent | A developer buys the right to purchase later, gets consent, then buys it | We fund the consent, then sell on the open market and share the proceeds |
| Who gets the uplift | The buyer — you sold before it existed | The developer — they bought the right to it cheaply | You keep the great majority of it |
| Whose side are they on | Theirs — they want to buy low | Theirs — they want to buy low | Yours — we only do well if you do |
| What it costs you | Nothing, but you leave value on the table | Nothing up front, but the upside is theirs | Nothing — we fund and carry the risk |
| Speed | Quickest | Slower | Slower — but the most value |
How it works
We assess what your land could realistically take, and what it could be worth once consented — read by a developer who builds, not a broker. No cost, no obligation, and if it doesn't stack up we'll tell you.
We agree the terms up front: we fund and run the whole planning process, you keep control of the sale, and the share of the eventual proceeds is set out plainly before anyone starts.
We shape the strategy, commission and coordinate the consultants, and manage the application — and we pay for all of it. If consent doesn't come, that's our loss, not yours.
Once consent is secured, we agree the marketing strategy together and take the site to the open market, to the strongest credible bidder — both of us chasing the same maximum number.
Our costs are recovered, then the proceeds are split — the great majority to you. You've paid nothing along the way, and sold at full, consented value rather than as a bare field.
You stay in control
You won't find us guaranteeing a minimum figure, because land value depends on the consent achieved, and nobody honest can promise that in advance. What we offer instead is better, because it's real:
Control and transparency, in other words — which protects you better than a promise we'd have to hedge anyway.
Why it works
This is the whole point of promotion, and it's what an option can never offer. Our fee is a share of the sale price — so the bigger the number, the more we both make. We are not trying to buy your land cheaply and keep the difference. We're trying to get you the most for it, because that is also how we get the most for ourselves.
It means there's no adversarial negotiation over a purchase price, no definitive value to argue about at the start. Just a shared aim: get the most this land can command, together.
Why Elizabeth Homes
Most land promoters have never built anything. We have — two decades bringing residential schemes forward across London and the South East. That matters more than it sounds: because we design and build homes, we read a site for what it can genuinely take and what a finished scheme is really worth, and we shape a consent that sells for more, not just any consent that scrapes through.
We're local, we work quietly and straight, and we carry the planning cost and risk so you don't have to. If your land isn't right for this, we'll tell you that too.
Proof
A landowner approached us to sell a former stonemason's workshop on backland behind a parade of shops — a site that, from the street, didn't look like land at all. We appraised it, ran a competitive process to find developers who could genuinely deliver it, and agreed an option subject to planning. It went on to secure consent for nine residential units and 3,000 sq ft of commercial space.
We acted for the landowner on that deal rather than developing it ourselves — but it's the same work that sits behind a promotion agreement: reading the land properly, finding the right buyers, and structuring terms that protect the person who owns it.
What land suits
Land alongside or behind an existing home that could take one or more new houses.
Fields and plots on the edge of a village or town — increasingly in play under the new medium-sites and grey-belt policy direction.
Under-used land, old yards, garages or buildings with residential potential.
If you don't know whether your land has value, that's exactly the question an honest early appraisal answers — at no cost.
Questions
Nothing. We fund the entire planning process — strategy, consultants, surveys, application fees, the lot — at our own cost and risk. Our costs are only recovered at the end, from the sale, and only if the land sells. If consent is never granted, you have paid nothing and lost nothing.
You're never forced into a sale you're unhappy with — but this is a genuine agreement on both sides, not a one-way option you can walk away from on a whim. Nothing sells until planning is secured, and then only once an offer meets the acceptance level we've agreed together in advance. At that point both of us are committed: you to sell, and us to having delivered the consent we funded. That balance is deliberate. It protects you — you can never be pushed below a price you've signed up to — and, because we carry real cost and risk to win the permission, it equally means the value we've spent money to create can be realised rather than simply blocked. We set that acceptance level with you at the outset, so it's your number too.
It's agreed up front and set out in the agreement. The market norm is that the great majority of the proceeds go to the landowner — typically around 75–80% after costs are recovered — with the promoter taking the balance as a fee. Every site is different, so we agree the exact terms with you before anything begins.
Honestly, no — and be wary of anyone who does, because land value depends entirely on the consent achieved, which nobody can promise in advance. What we do instead is model the likely range with you up front, plainly, so you go in eyes-open; give you full control of the sale so nothing sells below a price you're happy with; and, once consent is granted, agree an acceptance level together. Control and transparency, rather than a promise we couldn't honestly keep.
Sell now and you sell a field — the lowest value, because the buyer carries all the planning risk. Grant an option and a developer buys the right to purchase, gets consent, and keeps the uplift — their interest is to buy from you cheaply. With promotion, we fund the consent and share the sale proceeds, so we both want the highest possible number. Our interests are aligned with yours, not against them.
It depends entirely on the site. A straightforward smaller scheme can move through planning in as little as six months if things run in our favour; larger or more complex sites, or those that hinge on the local plan, take longer. We give you a realistic view for your specific site at the outset — and because it costs you nothing while it runs, the process carries no cost to you.
A land sale can have capital gains and other tax consequences, and the structure can matter. We'll flag it, but you should take advice from your own accountant or tax adviser on your specific position.
Every site and every agreement is different, and any figures here are illustrative market norms, not an offer or a valuation. This page is general information, not financial, tax or legal advice — you should take your own advice on your specific position before entering any agreement.
Start
Tell us where the land is and roughly what you have. We'll give you an honest, no-obligation early read on whether it has value worth pursuing — and it costs you nothing to ask.
Request an honest appraisal