David McCooke
Vision, not just value: The missing step in selling development land
01 June 2025
/
2 min read
Property developers often invest millions acquiring land, securing planning consent and shaping vision — yet when it’s time to sell, the opportunity is too often marketed with a generic brochure, a couple of CGIs and a planning pack.
After years of strategic input, design fees and consultancy, the final push to market can feel more like an afterthought than a campaign. In today’s competitive environment, that’s a critical oversight.
Presentation isn’t decoration — it’s leverage
Having worked closely with land buyers, agents and investor-backed developers, I’ve seen firsthand how presentation impacts not only buyer interest, but internal decision-making.
A clearly branded, well-researched and professionally presented opportunity doesn’t just sell the site — it helps the buyer sell the deal internally. When a land buyer needs to convince an investment committee, joint venture partner or funding board, a robust brochure or microsite makes all the difference. It conveys confidence, clarity and value in a way a planning summary never can.
The evidence is clear
Research in the Journal of Property Research (Jin & Gallimore, 2010) found that the way market information is presented directly influences how decision-makers perceive value and risk.
According to The Strategic Land Company, sites marketed through presentation-led campaigns sell up to 50% faster than those relying on traditional materials.
Industry data from Maket.ai further shows that consistent branding and strong visual identity across sales materials significantly enhance buyer trust and perceived credibility.
The message is simple: presentation isn’t cosmetic — it’s commercial.
What “best in class” looks like
Developers and agents who go beyond the basics equip their sales process with:
A clear name and brand identity for the site — not just a planning reference
A professionally designed brochure tailored to investor and housebuilder audiences
A secure, well-organised microsite or data room for documents and imagery
Market research, comparables and exit strategy summaries that frame the GDV
Engaging CGIs and narrative that sell the vision, not just the site
These aren’t embellishments — they’re enablers. They don’t just support the deal; they help close it.
The missed opportunity
Many agents excel at negotiation and reach — but they’re not brand storytellers. And that’s fine.
The problem arises when developers stop short at planning and rely on templated PDFs to market assets worth millions.
The most successful development sales don’t just rely on price — they rely on presentation. Because when you present a vision, you’re not just marketing a site; you’re marketing belief.
Closing thought
At McCooke Group, we treat presentation as part of the strategy — not the polish applied at the end.
By uniting branding, design and communications, we help developers and agents bring clarity, confidence and creativity to their campaigns — ensuring every project looks as valuable as it truly is.
David McCooke
