Land Promotion Explained
At Luminara Holdings Ltd, land promotion is a structured partnership approach designed to help landowners maximise the value of their land through the planning process, without selling prematurely or funding planning costs themselves.
Land promotion recognises that land is often worth significantly more once planning permission is secured, but that achieving this outcome requires time, expertise, and capital.
What Is Land Promotion?
Land promotion is an arrangement where:
- The land remains in the ownership of the landowner
- Luminara funds and manages the planning process
- Professional advisers are appointed to progress planning
- Planning permission is sought to unlock development value
- The land is sold on the open market once planning is achieved
- Sale proceeds are shared in accordance with an agreed structure
This approach ensures land is sold at its true planning-enhanced value, rather than being discounted due to uncertainty.
Why Land Promotion Works
Many landowners sell land before planning is achieved because:
- The planning process is complex and time-consuming
- Upfront costs can be significant
- Outcomes are uncertain
Land promotion addresses these challenges by:
- Removing the need for landowners to fund planning costs
- Applying professional planning strategy and management
- Aligning incentives between promoter and landowner
- Allowing value to be realised at the optimal stage
Our Role as Promoter
As land promoter, Luminara is responsible for:
- Initial site assessment and feasibility review
- Planning strategy and policy analysis
- Appointment and management of professional advisers
- Funding surveys, reports, and planning applications
- Liaison with planning authorities
- Coordinating the sale process following consent
All actions are taken with the objective of achieving the best achievable planning outcome, not the fastest.
The Landowner’s Role
Landowners typically:
- Retain ownership of the land throughout the promotion process
- Grant Luminara the right to promote the land through a formal agreement
- Are kept informed of progress and key decisions
- Participate in decisions regarding the sale once planning is achieved
Landowners are not required to manage the planning process themselves.
Planning Risk & Timescales
Planning outcomes are never guaranteed.
We are clear and realistic about:
- Planning risk and uncertainty
- Potential timescales
- Policy and technical constraints
- Market conditions at the point of sale
Our objective is to ensure landowners understand both the opportunity and the risk before entering into a promotion agreement.
Sale of the Land
Once planning permission is achieved:
- The land is marketed openly
- Competitive bidding is encouraged
- Sale strategy and timing are agreed collaboratively
- Proceeds are distributed in accordance with the promotion agreement
This ensures transparency and market-led value.
A Long-Term Partnership
Land promotion is not a short-term transaction.
We approach each promotion as a long-term partnership, built on:
- Trust and transparency
- Clear documentation
- Professional discipline
- Alignment of interests
We are selective in the sites we promote and only proceed where we believe planning-led value can be unlocked responsibly.
Speak to Us
If you would like to understand whether land promotion is suitable for your land, we welcome an initial, confidential and no-obligation discussion.
All enquiries are exploratory and treated with discretion.