Strategic Land Promotion: Unlocking Development Potential with Bartons

Strategic land promotion is a critical aspect of property development, offering developers the opportunity to unlock significant value by securing allocations within emerging Local Plans or Neighbourhood Plans. At Bartons Planning & Development Consultancy, we take a proactive and cost-effective approach to promoting strategic land, working closely with local planning authorities, parish councils, and key stakeholders to ensure that our clients’ sites are well-positioned for future development.

Introduction to Strategic Land Promotion

Strategic land promotion involves identifying and promoting land for inclusion within a local authority’s development plan, securing allocation for future development. This process is often carried out through the emerging Local Plan or Neighbourhood Plan processes, ensuring that sites are earmarked for future development in accordance with the area’s strategic spatial strategy. For developers, obtaining an allocation adds significant value to the land, making it a crucial step in maximising returns and securing long-term development opportunities.

At Bartons, our approach to strategic land promotion goes beyond simply submitting representations during consultation periods. We actively engage with planning officers, parish councils, and other stakeholders to ensure that the promoted land is visible, understood, and seen as an integral part of the area’s development strategy.

Bartons’ Comprehensive Approach to Strategic Land Promotion

Promoting strategic land successfully requires a nuanced understanding of the planning system, a clear articulation of how the land aligns with the emerging spatial strategy, and proactive stakeholder engagement. Bartons offers a comprehensive service designed to maximise the chances of securing an allocation for your land, helping to unlock its full development potential.

1. Preparing Cost-Effective Representations

The foundation of any strategic land promotion lies in preparing compelling, well-evidenced representations during the relevant consultation stages of the Local Plan or Neighbourhood Plan. At Bartons, we understand the importance of creating cost-effective representations that clearly demonstrate how the promoted site aligns with the strategic objectives of the emerging plan.

Our representations focus on:

• Alignment with Spatial Strategy: We articulate how the promoted site accords with the spatial strategy set out by the local authority, highlighting its suitability for development based on criteria such as accessibility, infrastructure capacity, environmental constraints, and proximity to existing settlements.
• Evidence-Based Submissions: To strengthen the case for allocation, Bartons prepares evidence-based submissions that address potential concerns and demonstrate the sustainability and deliverability of the proposed development. This includes technical assessments covering transport, ecology, heritage, and other relevant factors that may influence the decision-making process.
• Cost-Effective Promotion: We understand that strategic land promotion can be a long-term endeavour. Our approach is to provide cost-effective services that maximise value for developers while ensuring that the necessary technical and planning arguments are clearly presented.

2. Proactive Stakeholder Engagement

Bartons’ approach to strategic land promotion goes beyond simply preparing and submitting representations. We actively engage with key stakeholders to ensure that the promoted land is visible and well understood by decision-makers and influencers throughout the planning process.

• Engaging with Planning Officers: We maintain regular contact with planning officers and case officers involved in the preparation of the Local Plan or Neighbourhood Plan. By building strong relationships with these officers, we ensure that they are fully aware of the merits of the promoted site and how it aligns with the strategic objectives of the plan.
• Working with Parish Councils and Community Groups: Local support can be instrumental in securing a site allocation, particularly in the context of Neighbourhood Plans. Bartons works closely with parish councils and community groups to communicate the benefits of the proposed development, address any concerns, and build local support. By fostering positive relationships with local stakeholders, we help to reduce potential objections and build consensus around the allocation.
• Visibility and Advocacy: We advocate for our clients’ sites throughout the plan-making process, ensuring that the promoted land remains visible and at the forefront of decision-makers’ considerations. This includes attending consultation events, providing additional information as requested by the planning authority, and responding promptly to any emerging issues.

3. Pathways to Securing Land Allocation

Securing an allocation for strategic land can be achieved through several pathways, depending on the local planning context and the status of the development plan. Bartons provides expert guidance on the most appropriate approach to securing an allocation, based on the specifics of the site and the planning environment.

• Local Plan Allocation: The Local Plan is the primary planning document for an area, setting out the local authority’s strategy for future development. Securing an allocation within the Local Plan is often the most direct route to unlocking development potential. Bartons promotes land through the Local Plan process, ensuring that sites are put forward at each relevant stage, from the initial ‘Call for Sites’ to the Regulation 18 and Regulation 19 consultations, and ultimately through the Examination in Public.
• Neighbourhood Plan Allocation: Neighbourhood Plans provide an opportunity for communities to shape development in their area. For developers, securing an allocation within a Neighbourhood Plan can add significant value, particularly in areas where community support is essential for development success. Bartons works closely with neighbourhood forums and parish councils to promote land through the Neighbourhood Plan process, ensuring that the proposed development aligns with local priorities and receives community backing.
• Departures Applications: In certain circumstances, it may be possible to secure planning permission for a site even if it is not allocated within the Local Plan or Neighbourhood Plan. This is often the case where there is a demonstrable lack of a five-year housing land supply, meaning that the local authority cannot meet its housing delivery targets. In such cases, Bartons can prepare a departures application that demonstrates how the proposed development accords with national planning policy and meets the need for additional housing or other uses. This approach can provide a valuable alternative route to securing development opportunities, particularly in areas with high housing demand.

The Benefits of Strategic Land Promotion

Successfully promoting land for allocation within a Local Plan or Neighbourhood Plan can add significant value, providing certainty for developers and landowners regarding the future development potential of their site. The benefits of Bartons’ strategic land promotion services include:

• Maximising Development Value: Securing an allocation significantly enhances the value of the land by providing certainty regarding its future use. This makes the site more attractive to potential buyers or development partners, maximising returns for developers and landowners.
• Reduced Planning Risk: Allocated sites benefit from a reduced level of planning risk, as the principle of development has already been established through the plan-making process. This provides greater certainty when applying for detailed planning permission, helping to streamline the planning process and reduce the likelihood of refusal.
• Enhanced Marketability: Allocated land is more attractive to developers and investors, as it offers a clearer pathway to securing planning permission. By securing an allocation, Bartons helps clients position their land for sale or partnership with developers, ensuring that they achieve the best possible return on their investment.

Conclusion

Strategic land promotion is a vital aspect of unlocking development potential and maximising the value of land. At Bartons Planning & Development Consultancy, we offer a comprehensive service that goes beyond simply submitting representations. Our proactive approach involves engaging with planning officers, parish councils, and other stakeholders to ensure that the promoted land is visible, well-understood, and seen as an integral part of the area’s development strategy.

Whether through allocation in a Local Plan, Neighbourhood Plan, or a departures application, Bartons is committed to helping developers achieve successful outcomes and realise the full potential of their land. Our cost-effective, evidence-based approach ensures that our clients’ sites are promoted effectively, providing a clear pathway to future development opportunities.

Contact Us

If you are a developer looking to promote strategic land for future development, contact Bartons Planning & Development Consultancy today to discuss how we can support your objectives. Let us help you unlock the value of your land and secure its future potential.& Development Consultancy today to arrange a free consultation. Let us help you navigate the planning system and maximise the value of your land.