A day in the life of a land promoter

As Managing Director of The Strategic Land Group (SLG), Paul Smith spends his days helping landowners unlock the potential of their land and navigating the often-complex planning system. We asked Paul to take us behind the scenes of life as a land promoter and share what a typical day looks like, the challenges he faces and what he enjoys most about the role.

No two days in land promotion are ever the same - and that's one of the reasons I enjoy it so much. At SLG, we work with landowners to secure planning permission on land that has development potential. We take on the cost and risk of promoting a site through the planning system, only receiving a fee if we're successful and the land is ultimately sold. It means we're invested in achieving the best possible outcome for our landowners, and it also means every day brings a new challenge.

Most mornings start with coffee, dealing with emails and catching up with our various consultants and our in-house team. With sites across England, there are always planning applications progressing, consultations taking place, new opportunities being assessed or sales being negotiated.

A large part of my role involves meetings. One day I could be discussing housing need and planning policy with a local authority, while the next I might be meeting a landowner to talk through the potential of their land and how the promotion process works. Building strong relationships is a huge part of what we do and successful land promotion is often the result of years of collaboration between landowners, consultants and local authorities. Project meetings can be especially fun, really getting under the skin of a particular site and working out how we can produce a scheme that works for both that specific site and the community of which it will be part.

I’m acutely aware that, while we have a portfolio of sites, most of the landowners we work with only have one - so whether or not we succeed can be genuinely life-changing for them. That means it is hugely important to me to spend time keeping our existing landowner partners up to date, as well as constantly checking that we’re doing the right things at the right time and to a high standard. I want to make sure we repay the trust our landowner partners place in us by doing everything we can to achieve a successful outcome for them.

Some days are almost entirely taken up by looking at sites. One of the things that attracted me to the property industry in the first place was the opportunity to get out from behind a desk and see the real world impact of what we do. Whether I'm walking a potential new site, reviewing constraints on land we're promoting or visiting a development that has secured planning permission, being on the ground is still one of the most rewarding aspects of the job.

Of course, land promotion also requires us to understand the planning system inside out. Planning policy is constantly evolving and keeping up with those changes is essential. A decision made by Government or a change in local political leadership can all have significant implications for sites that may take many years to come forward. Understanding those changes and helping landowners navigate them is a key part of the value we provide.

One of the most satisfying parts of the role is reaching a milestone that has often taken years to achieve. Securing a Local Plan allocation or planning permission can be the culmination of extensive technical work, negotiation and problem-solving. It's particularly rewarding when you've helped unlock land that will deliver much-needed new homes while creating value for the landowner.

The planning process is complex, outcomes are never guaranteed and projects can take years to come to fruition. That's precisely why landowners choose to work with specialist promoters like SLG.

Because of the nature of our work, I also spend time contributing to wider discussions around planning and housing delivery. Over the years, I've worked with a range of industry groups, think tanks and public sector organisations, sharing insights from the frontline of the planning system and helping inform conversations about how we can deliver the homes the country needs. It's something I really enjoy because it gives me the opportunity to apply the practical experience, we've gained through promoting sites across the UK and contribute to broader policy debates.

What keeps me motivated is knowing that every site has the potential to make a positive difference. Whether that's helping a family realise the value of their land or supporting the delivery of new homes, there is always a tangible outcome to work towards. And that's what makes land promotion such a fascinating industry to be part of.

‍