Land Promotion Agreements in Cheshire
A land promotion agreement in Cheshire is a partnership in which a promoter funds and manages the planning process, then sells the land on the open market with the landowner. The promoter's costs and an agreed fee come out of the sale proceeds. Because both sides are paid from the same sale, both want the highest price.
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- Free site appraisalNo cost, no obligation
- Legal fees coveredReasonable fees, on options and promotion
- Nothing to pay upfrontOn promotion: we fund planning
- Direct purchaseSuitable sites, with or without planning
- UK-wideEngland, Wales, Scotland and NI
Selling land around Cheshire
Our Cheshire coverage takes in 12 towns and cities, centred on Warrington and including Wilmslow, Macclesfield and Congleton. If your land is near a boundary, we also cover Merseyside, Greater Manchester and Lancashire. Cheshire is close to our head office in Great Barr, Birmingham.
Typical sites we review near Cheshire include large and long rear gardens, fields put forward or allocated in the local plan and corner plots and side gardens. Because Cheshire is in England, land titles are registered with HM Land Registry and transfers attract Stamp Duty Land Tax (SDLT).
If you own land near Cheshire, the first step is a free, no-obligation appraisal.
What you get in Cheshire
Interests aligned on price
The promoter's fee is linked to the sale price, so we only do well if you do. That is the main difference from an option, where the buyer benefits from a lower valuation.
Strategic planning work
Larger sites often need representations to the development plan, studies on transport, drainage and ecology, and engagement with the local community. We manage that work and report progress to you.
Minimum price agreed early
The agreement sets a floor below which you cannot be required to sell. Some agreements allow it to be reviewed by an independent surveyor if the market moves during the term.
Open-market sale
Once planning is secured, the land is marketed to housebuilders and other buyers, usually through an agent. The aim is genuine competition between bidders, rather than reliance on a single valuation figure.
Planning in Cheshire: the English rules
In England, most planning applications for new homes in Cheshire are decided by the local planning authority, usually the council, using its Local Plan and the National Planning Policy Framework. Many landowners sell without planning, either outright or through an option or promotion agreement that funds the application first. Land to Homes offers a free site appraisal, pays your reasonable legal fees on option and promotion agreements, and can buy suitable sites directly, subject to survey, title and contract.
In England, promotion usually focuses on getting land allocated in a Local Plan, or permitted where the council cannot show enough land for housing. Larger schemes often go in as outline applications, and the heads of terms should explain how Section 106 obligations, the Community Infrastructure Levy and biodiversity net gain costs affect the net proceeds.
| National planning policy | National Planning Policy Framework (NPPF), revised August 2026, with national planning practice guidance |
|---|---|
| Local planning document | Local Plan |
| Who decides applications | The local planning authority, usually the district, borough, city or unitary council (or a national park authority) |
| In-principle consent | Outline planning permission, with reserved matters approved later |
| Land transaction tax (paid by the buyer) | Stamp Duty Land Tax (SDLT) |
| Land registration | HM Land Registry |
| How a sale becomes binding | A land sale becomes legally binding on exchange of contracts and finishes on completion, after which the buyer registers the title with HM Land Registry. |
| Developer contributions | Section 106 planning obligations, plus the Community Infrastructure Levy (CIL) where the council charges it |
Questions about Land Promotion Agreements in Cheshire
How does a land promotion agreement work?
The landowner and promoter sign an agreement for a set term. The promoter funds and runs the planning process. If permission is granted, the land is sold on the open market, provided offers meet an agreed minimum price. From the proceeds, the promoter recovers its costs and takes an agreed fee, and the landowner receives the balance.
Can I end a promotion agreement early?
Usually only in limited circumstances set out in the agreement, such as the promoter failing to meet its obligations or the term expiring. Because the promoter is investing in planning, early termination by the landowner is normally restricted. Check the termination clauses with your solicitor before you sign.
Is a promotion agreement better than an option?
Neither is better in every case. Promotion often suits larger sites where open-market competition is likely to drive the price and the landowner wants transparency. An option can suit smaller or more complex sites where one committed buyer matters more. Our guide to option and promotion agreements compares the two.
What fee does a land promoter take?
The fee is usually a share of the sale proceeds, sometimes calculated after costs are deducted and sometimes capped. There is no standard rate: it depends on the size of the site, the planning risk and the costs involved. Ask for the fee and the cost rules to be set out clearly in the heads of terms.
Do you work with landowners in Cheshire?
We do. We work with landowners across Cheshire, including Winsford, Congleton and Great Sankey. Send us a postcode and we will start with a free, no-obligation appraisal of what the land could take.
Read more: Land Promotion Agreements · Guide: Option agreement or promotion agreement: what is the difference?