A Promotion Agreement is a partnership between a landowner and a land promoter — like Farmli — to secure planning permission on land and then sell it on the open market to achieve the best possible value. We cover all the costs and risks of obtaining planning permission. Once the land sells, our agreed share is deducted from the sale proceeds, and the remainder is paid to you.

A Promotion Agreement aligns our interests completely with yours. Because we don’t buy your land, we only succeed when you do. This ensures that planning permission is pursued in the right way, at the right time, to maximise value rather than rush into uncertain or undervalued terms. It also means your land is sold competitively on the open market, avoiding open-ended or privately negotiated sale prices — to achieve the highest possible value.

Farmli was founded to give smaller and mid-sized sites the same level of strategic expertise and design-led thinking that larger developments usually receive. We’re independent, selective, and genuinely invested in the outcome. We combine professional experience from national housebuilders and land agencies with a more personal, transparent approach — so you always know where things stand. With Farmli, you gain a trusted partner who shares your goals and takes on all the planning risk on your behalf.

Once planning permission is secured, we’ll market your land to a carefully chosen list of trusted housebuilders and developers. These can range from SME housebuilders to national PLCs and care operators, depending on the nature of the site. The price achieved will reflect the planning permission granted and the strength of the market at the time. Because we sell competitively, you benefit from genuine market value, not a pre-negotiated figure.

Nothing. We fund the entire process, including planning consultants, architects, surveys and reports — at our own risk. Only once your land sells do we recover those costs and take an agreed percentage share of the sale price. If planning permission isn’t granted, you owe us nothing.

Every site is different, but as a guide, we like to work on opportunities with a planning horizon of less than five years. We’re not looking to land bank or build an extensive portfolio, each site is handled individually, with genuine care and precision. Because we’re entirely self-funded, we only pursue sites we truly believe in. Timelines will always vary depending on the local planning context (and as we know, planning can change with the wind) but our focus is always on steady, proactive progress.

No. You remain the landowner throughout. A Promotion Agreement simply gives Farmli the right to promote the land through planning - not to occupy or use it. You retain full legal ownership and control over key decisions.

We focus on edge-of-settlement sites capable of delivering sustainable, high-quality homes in places people genuinely want to live. We’re flexible in our approach — whether that’s a small collection of detached, design-led homes or a fully affordable housing scheme (where appropriate and agreed with the landowner). Our sweet spot is policy-compliant residential sites that can deliver meaningful benefits such as on-site open space, biodiversity net gain and well-considered design.

Our focus is on achievable, well-located opportunities that can make a positive and deliverable contribution within the next few years.