Strategic Land Promotion
We work with landowners to unlock the true value of their land and fund all planning costs. Talk to us about how our land promotion agreements work today.
With a 97% planning success rate, Muller Property Group is a strategic planning partner for landowners, and one of the UK’s leading land promotion specialists across residential and care home & later living development.
We manage the complex, time-consuming planning process from start to finish, securing planning permission, and preparing your land for development, so you can maximise its value without the effort or cost.
10,158+
2,082+
Care Beds in the planning process (via Option and Freehold ownership)
£2.5bn+
gross development value accross the portfolio
1000+
Acres of land under promotion
The Muller Approach
to Land Promotion
We fully fund all land promotion agreements, covering all planning, survey, design, and legal costs, so landowners can access expert-led planning support without any upfront outlay. You retain ownership of your land throughout the process.
We manage every stage of the journey, from initial appraisal through to planning consent and sale, helping landowners maximise the true value of their site. And because our fee is only drawn from a successful sale, our interests are entirely aligned with yours.
Over
25
years’ experience promoting a wide range of land types through the planning system, creating value for landowners and contributing to the communities where we work.
Could Your Land be Suitable?
We typically consider sites of 1 acre or more across England and Wales, whether greenfield, brownfield, or within settlement boundaries. If you’re unsure whether your land has development potential, our initial appraisal is free and without obligation.
Agricultural land
We help diversify and maximise the long-term value of your land, including farm buildings, nurseries, and smallholdings. We also assess larger fields with residential or care development potential. We handle the rural planning complexity and advise clearly on what a promotion will deliver for you and your family.
Brownfield and urban sites
Former industrial land, redundant retail plots, care homes, and office parks have significant development potential. We have specialist knowledge of remediation requirements, contamination constraints, and infill planning policy. We provide a realistic, evidence-based view of what your site could achieve.
Grey and green belt sites
We manage planning policy, design solutions, and local authority engagement to realise development potential on grey and green belt land. We provide support with larger residential properties, hotels, pubs, car showrooms, and neighbourhood centres. Complex sites are where we do our best work.
Types of sites we look for
Garden Centre / Nurseries
Car Showrooms
Single houses occupying large grounds
Existing office and business parks
Hotels
Public Houses occupying large plots and car parks
Neighbourhood centre sites or part thereof
Former Care Homes
Out of Town retail sites on the edge of residential areas
General brownfield infill opportunities
Small farm buildings
Small sites with existing residential planning
Land Requirements
1 acre +
Typically 1-5 acres of land but for large, long terms strategic sites, 5 acres and upwards
Population Density
Local Amenities
Green/Brown field
Why Choose Muller Property?
We identify land with real development potential, working entirely at our own cost and risk. We give you an honest opinion of what your site can support and take you through the entire process, offering:
- A 25-year proven track record and a management team that has worked together for 15 years
- Delivery on even the toughest sites, securing planning approvals where other land promotion companies can’t
- An in-house technical team to manage each stage of planning and development
- Full alignment with housing and employment initiatives to help maximise the value of your land
- A fast and honest assessment of development prospects, early intervention, and short time frames for actionable responses
- Confidentiality across every land promotion agreement
Land Promotion: Step by Step
Initial appraisal
We conduct a thorough assessment of your land, considering location, planning policy, site constraints, and potential uses. This identifies the most promising opportunities and ensures a realistic land promotion strategy from the outset.
Land promotion agreement
We put in place a formal land promotion agreement with you, setting out the responsibilities and funding, and confirming that we take on the risk. We cover all costs, ensuring the landowner pays nothing.
Planning submission
We submit a planning application, including architectural designs, environmental reports, and supporting documents. If needed, we manage appeals, liaise with local authorities, and address challenges to optimise the chances of approval.
Marketing Your Land
Once consent has been secured, we carefully market the opportunity to a wide network of developers and housebuilders, encouraging competitive interest to achieve the strongest possible outcome.
Get A Free Land Appraisal
We’re always seeking new sites with potential for residential, healthcare, or commercial development.
Submit your details for a free land appraisal to learn how strategic land promotion could maximise the value in your land.
Your Questions Answered
Land promotion can seem complex, particularly if you’ve never explored the development potential of your land before. Below you’ll find answers to the questions we’re asked most often by landowners considering residential, care home or mixed-use development.
If you can’t find the answer you’re looking for, our team will be happy to help.
Strategic Land Promotion FAQs
What is land promotion?
Land promotion is the process of identifying land with development potential, securing planning permission and bringing the site to market for sale to the most appropriate developer.
Unlike a developer, a land promoter doesn’t build on the land themselves. Instead, they invest in the planning process, manage technical work, engage with local authorities and market the land once planning permission has been achieved.
The objective is simple:
To maximise the value of your land while managing the planning process on your behalf.
How does Muller Property Group work with landowners?
We work in partnership with landowners throughout England and Wales.
Our team assesses the development potential of your land, prepares a planning strategy, appoints specialist consultants, manages the planning process and, where appropriate, markets the consented site to residential developers, care home operators or investors.
Throughout the process, we keep you informed and provide straightforward advice so you can make informed decisions.
What types of land do you promote?
We’re interested in a wide variety of land, including:
- Agricultural land
- Fields and paddocks
- Land adjoining towns and villages
- Brownfield land
- Commercial and industrial sites
- Large gardens
- Surplus institutional land
- Mixed-use opportunities
If you’re unsure whether your land is suitable, we’d encourage you to contact us for a free appraisal.
Do you only promote residential land?
No.
While residential development forms a significant part of our work, we also specialise in:
- Care homes
- Retirement living
- Extra care accommodation
- Assisted living developments
- Mixed-use developments
- Commercial opportunities where appropriate
We assess every site individually to determine the most appropriate use based on planning policy, market demand and local need.
What makes a good care home development site?
Suitable care home sites are typically located close to existing communities with access to local amenities, healthcare services, transport links and supporting infrastructure.
However, every location is different.
Our team assesses demographic demand, planning policy and operator requirements before determining whether a site is suitable for care or later living development.
Do I need planning permission before contacting you?
No.
Most landowners contact us before any planning work has been undertaken.
In fact, this is often the best time to speak with us, as we can assess your land and recommend the most appropriate strategy before any costs are incurred.
Will it cost me anything?
We offer a free, confidential, no-obligation appraisal of your land.
If we agree to promote your site, we will fund the entire land promotion process, including all planning, technical and professional costs, while you retain full ownership of your land throughout.
The terms of our agreement will be discussed with you in full before any work begins, ensuring complete transparency.
Our aim is to create a partnership where our success is aligned with yours.
How long does land promotion take?
Every site is different.
The planning process can take several years depending on the complexity of the site, local planning policy, technical requirements and the planning authority’s timescales.
While we always aim to progress projects efficiently, successful land promotion requires careful planning to maximise the long-term value of the land.
How do you maximise the value of my land?
Our objective is not simply to obtain planning permission.
We focus on creating high-quality, deliverable developments that attract strong interest from developers through a competitive marketing process.
This helps ensure landowners achieve the best possible value when their land is sold.
What happens after planning permission is granted?
Once planning permission has been secured, we prepare a comprehensive marketing package and introduce the opportunity to carefully selected purchasers.
Following negotiations and the agreed sale, ownership transfers to the successful developer, who then delivers the scheme.
Do you build the developments yourselves?
We specialise in identifying development opportunities, promoting land through the planning system and creating development-ready sites.
Construction is undertaken by experienced housebuilders, care operators or commercial developers following the sale of the land.
What is Green Belt land?
Green Belt is land protected by planning policy to help prevent urban sprawl and safeguard the openness of the countryside around towns and cities.
Green Belt designation does not automatically prevent development, but proposals are subject to strict planning policies and require careful assessment.
What's the difference between Green Belt and greenfield land?
Greenfield land is previously undeveloped land, often agricultural in nature.
Green Belt is a specific planning designation. While much Green Belt land is greenfield, not all greenfield land lies within the Green Belt.
Many successful developments take place on greenfield land that is not designated as Green Belt.
What is brownfield land?
Brownfield land is land that has previously been developed.
Examples include former industrial sites, commercial premises, redundant buildings and previously developed land within urban areas.
Brownfield sites often present excellent redevelopment opportunities, although they can require additional technical investigations.
Why can't all new development take place on brownfield land?
Brownfield sites play an important role in delivering new development, but there are simply not enough suitable brownfield sites to meet future housing and care needs across England and Wales.
Many brownfield sites are constrained by contamination, demolition costs, access issues or viability challenges.
As a result, both brownfield and carefully planned greenfield developments are needed to support sustainable growth.
Why is land promotion important?
Planning is a specialist process involving technical investigations, planning policy, environmental assessments and consultation with local authorities.
Land promotion enables landowners to access this expertise without having to manage the complexity themselves.
By investing in the planning process and creating deliverable development opportunities, land promotion helps unlock land value while supporting the delivery of much-needed homes, care facilities, employment opportunities and sustainable communities.
How do I know if my land has development potential?
The simplest way to find out is to ask. Our experienced land team offers a free, confidential, no-obligation appraisal of land across England and Wales.
We’ll assess your site’s planning potential, explain the opportunities available and provide honest advice about the most appropriate next steps.
Complete our enquiry form and let our specialists help you understand the true potential of your land.