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Oteley Road, Shrewsbury, Shropshire

Sale of land with the benefit of Planning Permission for up to 550 dwellings, up to 23 hectares of commercial development and associated landscaping and infrastructure.

Key Points

  • 107 Acres
  • Outline Planning Permission for up to 550 dwellings and up to 23 hectares of commercial development
  • Residential element split into 4 phases
  • Phases sold to Bellway Homes, Galliers Homes, Miller Homes and Bovis Homes

Project Description

We were instructed by the Landowner to prepare a detailed marketing strategy. This included the establishment of a master brand for the site and advice around the optimum size and number of parcels to maximise value.

The site extended to 107 acres and had Outline Planning Permission for up to 550 dwellings and up to 23 hectares of commercial development including B1, B2, B8 uses, a hotel, care home, local centre, open space, children’s play areas and associated infrastructure.

Our Approach

We researched the local market, analysed the short-term development pipeline and gathered an understanding of the requirements and appetite amongst the key housebuilders. This resulted in us advising the landowner to split the residential element into 4 phases to maximise the level of interest in the site. This strategy ensured we maximised the land value of the wider site.  

Plot W (49 Units)

Plot X (162 Units)

Plot Y (164 Units)

Plot Z (175 Units)

Each parcel was marketed independently but they adhered to the brand guidelines we established at the outset. During each marketing period, we held Sales & Technical Pack meetings with all prospective purchasers to ensure that they had fully understood the site and obligations to be placed on them regarding the delivery of infrastructure which benefitted adjoining phases.   

Our approach to the branding and marketing of the site ensured that premium values were achieved and maintained across each sale.  

Completed
Oteley Road, Shrewsbury, Shropshire

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