Securing the right promotion partner to unlock strategic land value
LocationWaterlooville, Hampshire
ServiceLand & Development
Role
Providing strategic development consultancy to identify the optimum promotion strategy, secure the right promotion partner and oversee the delivery of the planning promotion agreement.
Client Brief
The landowners wanted to unlock the long-term value of a 250-acre strategic landholding while creating greater certainty over the future of their farming business.
Selecting the right development partner and commercial structure would have a significant impact on the project’s long-term success. They appointed Rosehill Advisors to provide independent advice on the available options, identify the most appropriate promotion strategy and negotiate the best outcome on their behalf.
Our Approach
Working alongside the landowners, Rosehill Advisors developed a marketing strategy to identify the most suitable developer or promoter to bring the site forward.
Following a competitive selection process, we advised on the appointment of a national housebuilder under a hybrid planning promotion agreement, creating a commercial structure aligned with the client’s long-term objectives.
Working closely with the landowners’ solicitor, we prepared a detailed cash flow model to support the negotiation of the promotion agreement and provide greater certainty around the project’s commercial performance.
Our role continues beyond the completion of the agreement. We monitor the planning promotion process, ensuring the promoter continues to meet its contractual obligations while providing the landowners with independent strategic advice throughout the life of the project.
Outcome
Rosehill Advisors secured a promotion partner capable of progressing a planning application for approximately 1,100 new homes while establishing a commercial framework that supports the landowners’ long-term objectives.
We continue to advise the landowners throughout the planning promotion process, protecting their interests and helping maximise the long-term value of this significant strategic landholding.
A successful marketing campaign combines a clear strategy with a deep understanding of the market, creating the right conditions to maximise value and achieve the best possible outcome.
Whether you are assessing the potential of a landholding, navigating planning considerations or looking to realise value from a development opportunity, our team would be delighted to talk.
