Land Promotion Agreements in Hertfordshire
Promotion agreements are often used for larger sites in Hertfordshire that need a plan allocation or a major planning application. The agreement sets a term, a minimum price, the promoter's fee and how costs are recovered. Land to Homes explains each term in plain English and pays your reasonable legal fees, agreed up front in the heads of terms.
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- Legal fees coveredReasonable fees, on options and promotion
- Nothing to pay upfrontOn promotion: we fund planning
- Direct purchaseSuitable sites, with or without planning
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Land and sites near Hertfordshire
Our Hertfordshire coverage takes in 19 towns and cities, centred on Watford and including Cheshunt, Hemel Hempstead and Hatfield. Neighbouring areas we also cover include Bedfordshire, Buckinghamshire and Greater London.
Typical sites we review near Hertfordshire include redundant commercial buildings, large and long rear gardens and farmland next to the settlement boundary. Because Hertfordshire is in England, land titles are registered with HM Land Registry and transfers attract Stamp Duty Land Tax (SDLT).
Tell us where your land is around Hertfordshire and we will explain the routes open to you.
What you get in Hertfordshire
Clear fee and cost rules
The heads of terms state the fee, which costs can be recovered and whether any cap applies, so you can see what will come out of the proceeds before you sign.
Planning work funded by us
Nothing to pay upfront: on promotion we fund the planning work. Those costs are recovered from the sale proceeds only if the land sells with planning, and the heads of terms set out exactly how that works.
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.
How the rules work in Hertfordshire
Whether a field or large garden could take homes depends mostly on the council's Local Plan and national policy. Under the National Planning Policy Framework, plans define settlement boundaries, and land just outside Hertfordshire may still come forward if it is allocated, previously developed or meets evidenced unmet housing need. Smaller housing schemes can also use Permission in Principle, an England-only route that settles location, use and amount first. Our free appraisal explains which route suits your land.
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 |
Common questions in Hertfordshire
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.
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.
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.
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.
Do you buy land in Hertfordshire?
Yes. Land to Homes looks at land across Hertfordshire, including Hatfield, Berkhamsted and St Albans. Every enquiry starts with a free site appraisal, and on option and promotion agreements we pay your reasonable legal fees.
Read more: Land Promotion Agreements · Guide: Tax when selling land for development