Maximising returns for landowners
We recognise the importance and value of high-quality, sustainable, landscape and design-led schemes that are achieved in partnership.
Engaging with the people that live and work near the scheme helps us to deliver high-quality designs – an approach that has been highly commended by local communities and local authorities.
Having identified the best approach for a project, we undertake comprehensive site investigations and survey work. This is combined with extensive engagement with stakeholders including the Local Authority, local communities, and Parish Councils as the scheme is progressed through the planning process.
Pigeon’s in-house planning, design, and communications teams allow for a bespoke, personal approach to every site, and sets us apart from the rest.
I have always been impressed with Pigeon’s tenacity, quality of their planning & technical team, and ability to overcome all obstacles.
Tom Fraser, Development Director Savills

Structures
We bring a flexible and collaborative approach to Land Promotion, working with landowners to suit their individual needs and objectives. For Land Promotion projects, we generally offer one of the following options:
Promotion Agreements
We promote the land for development at our own risk and cost for an agreed period of time. When planning permission is granted and the land is marketed and sold, Pigeon and the Landowner share the receipt in agreed proportions.
Option Agreements
As above, we promote the land for development at our own risk and cost. Once planning permission is granted, Pigeon exercises its option to buy the land from the landowner at an agreed discount to market value.
Hybrid Agreements
This is a combination of a promotion agreement and an option agreement and is often used on large strategic sites that may be developed in stages. When planning is granted, Pigeon has the option to buy a fixed part of the site, with the remainder sold on the open market.
Freehold Purchases
On occasion it can take several years for land to come forward for development and Landowners may prefer to realise some value now, in which case Pigeon can purchase the freehold.
Joint Ventures
We promote the land at our own risk and cost. Having achieved planning permission, Pigeon implements the disposal plan for site, sharing in the land price and the development profit in an agreed proportion. Landowner receipts are typically higher in return for sharing the development risk.
Our track record
Our successful land promotion projects span a broad range of opportunities, including green belt land, land under multiple ownerships, land with existing buildings, previously promoted land, and land suitable for mixed-use development.


Identify the Sites
We use our expertise to select sites with the best prospects of securing planning permission in the short to medium term. Our holistic expertise often sets Pigeon apart from our competitors.

Agree Terms
Once we have met the Landowner, we put forward an offer to promote the land using one (or more) of the structures above and agree key terms.

Legal Agreement
After the terms are agreed, we instruct solicitors to draft the legal agreement. Both parties sign and it becomes legally binding.

Appoint Project Team
Our in-house team of experts from Land Promotion through to Planning and Design works alongside external specialist consultants, to manage the project through to success with Landowner approval throughout.

Planning Promotion
We agree a planning strategy for the site and start promoting it through the planning process, including extensive engagement with the local community and key stakeholders.

Regular Reporting
Throughout the process we keep the Landowner informed of progress through regular updates and project meetings.

Planning Application
We prepare a planning application for approval by the Landowner ahead of submission to the relevant local planning authority.

Planning Decision
Once planning permission is granted, we work with the Landowner to agree a disposal strategy, in line with their personal and commercial objectives.

























Thetford
Norfolk
5,000 homes
In partnership with The Crown and Kilverstone Estates
Land available
Pigeon is managing the development of a major urban extension at Thetford on behalf of The Crown and Kilverstone Estates. We secured planning permission in 2015 for up to 5,000 homes, 22.5 hectares of commercial development, retail, schools, community facilities, and public open space. In 2018, the first phase of housing land was sold to Hopkins Homes, a developer of high-quality homes that set the bar for this inspiring development. We sold a second phase to Kier Homes in 2019, and a third phase to Taylor Wimpey in 2021. A fourth phase was marketed in 2023 and is under offer to a PLC Housebuilder.
Around 700 plots have now been sold, with over 150 new homes occupied. New power and water supplies are being installed before the next phase of land will be offered for sale.
Bury St Edmunds
Suffolk
62 acres
Around 450 homes
Part of the Council’s Core Strategy and Bury Vision 2031
Pigeon acquired 62 acres of freehold land on the western edge of Bury St Edmunds in May 2018. The land is allocated in the former St Edmundsbury Borough Council’s Core Strategy and Bury St Edmunds ‘Vision 2031’ for the development of around 450 homes, a sub-regional health campus, a relief road, various facilities, and transport improvements. The site is the major part of a draft allocation for 600 homes in West Suffolk Council’s emerging Local Plan, which is expected to be adopted in Spring/Summer 2025. Our current planning application should be determined during 2024.
read moreSherburn
North Yorkshire
Two sites
Total of 370 homes
Includes affordable housing
Pigeon was selected in 2014 to promote a 24.5 acre site to the north of Sherburn in Elmet, North Yorkshire. We secured planning permission for 250 homes, open space, and a new access road onto the A612, and we sold the site to Yorkshire Housing Association in 2019. The housing association completed the development in July 2022, with a mix of one to five bedroom homes including flats, semi-detached and detached properties. Following this successful scheme, we acquired the neighbouring piece of land from the same landowner and took them successfully through the planning process for a further tranche of 120 homes. This site was acquired by Avant Homes in 2022.
read moreThurston
Suffolk
Rural setting
Fast turnaround
Excellent location for Newmarket, Cambridge and Ipswich
Pigeon was selected in 2016 to promote 37 acres of land, four miles east of Bury St Edmunds in the thriving Suffolk village of Thurston. We submitted a planning application in December 2016 for 200 homes including nine self-build plots, a primary school and a pre-school site, woodland, and extensive open space.
Mid Suffolk District Council granted planning permission for the scheme in March 2018; the housing site was sold to Linden Homes in September 2018 and construction began in 2019. The primary school is now complete in this popular scheme offering a collection of 2, 3, 4 and 5 bedroom homes in an established countryside setting.
Bedford
Bedfordshire
Pigeon acquired Twinwoods Business Park, near Bedford in late 2023. The site extends to over 165 acres, and was originally constructed in the 1950’s as a world class wind tunnel testing facility. It is now a multi-let business park and has over 20 tenants including the Secretary of State, Red Bull Racing, and numerous industrial and engineering businesses.
There is also vacant land that has longer-term potential. We intend to add value by bringing forward an investment programme to accommodate a range of uses for existing and new tenants. This could include employment uses such as industrial, manufacturing and storage as well as alternatives such as renewable energy and filming.
Hemel Hempstead
Hertfordshire
86 acres
Excellent location
Desirable commuter town
Pigeon acquired 86 acres of freehold land on the Eastern edge of Hemel Hempstead in May 2019. The land is within St Albans District Council and forms part of ‘Hemel Garden Communities’ (HGC). HGC is a collaboration between Dacorum Borough Council, St Albans City and District Council and Hertfordshire County Council, and is supported by the Hertfordshire Local Enterprise Partnership to deliver more than 11,000 new homes and 10,000 new jobs by 2050. The site is currently within the green belt and is being progressed through the emerging St Albans Local Plan.
read moreThurston
Suffolk
Rural setting
Fast turnaround
Excellent location for Newmarket, Cambridge and Ipswich
Pigeon was selected in 2016 to promote 37 acres of land, four miles east of Bury St Edmunds in the thriving Suffolk village of Thurston. We submitted a planning application in December 2016 for 200 homes including nine self-build plots, a primary school and a pre-school site, woodland, and extensive open space.
Mid Suffolk District Council granted planning permission for the scheme in March 2018; the housing site was sold to Linden Homes in September 2018 and construction began in 2019. The primary school is now complete in this popular scheme offering a collection of 2, 3, 4 and 5 bedroom homes in an established countryside setting.
Sherburn
North Yorkshire
Two sites
Total of 370 homes
Includes affordable housing
Pigeon was selected in 2014 to promote a 24.5 acre site to the north of Sherburn in Elmet, North Yorkshire. We secured planning permission for 250 homes, open space, and a new access road onto the A612, and we sold the site to Yorkshire Housing Association in 2019. The housing association completed the development in July 2022, with a mix of one to five bedroom homes including flats, semi-detached and detached properties. Following this successful scheme, we acquired the neighbouring piece of land from the same landowner and took them successfully through the planning process for a further tranche of 120 homes. This site was acquired by Avant Homes in 2022.
read moreBury St Edmunds
Suffolk
62 acres
Around 450 homes
Part of the Council’s Core Strategy and Bury Vision 2031
Pigeon acquired 62 acres of freehold land on the western edge of Bury St Edmunds in May 2018. The land is allocated in the former St Edmundsbury Borough Council’s Core Strategy and Bury St Edmunds ‘Vision 2031’ for the development of around 450 homes, a sub-regional health campus, a relief road, various facilities, and transport improvements. The site is the major part of a draft allocation for 600 homes in West Suffolk Council’s emerging Local Plan, which is expected to be adopted in Spring/Summer 2025. Our current planning application should be determined during 2024.
read moreCambridge South
Cambridgeshire
Close to Cambridge Biomedical Campus
417 acres
115 acre science park & 1,250 homes
Pigeon was selected jointly with Lands Improvement Holdings to promote over 400 acres of land on the south side of Cambridge, in the ownership of Jesus College and a private landowner. The land has been promoted through the review of the Greater Cambridge Local Plan, which is due to be examined by an independent inspector in 2025. The land could form an important part of the Cambridge Biomedical Campus 2050 Vision, which seeks to secure and develop the Campus as a leading European life science location. The proposed scheme for this quality piece of real estate makes provision for both residential and employment use, with commitments to meeting net-zero carbon targets and biodiversity net gains of 10%.
read moreWickford
Essex
Green belt
1,100 homes
High demand for quality housing
Pigeon was selected in 2011 to promote land at Wickford in South Essex for housing. The land lies within the Metropolitan Green Belt, adjoining an existing housing development and is in area with substantial demand for high quality homes. The land was initially given a draft allocation for 450 homes, and this increased to 1,100 homes as the Basildon Local Plan review progressed. The Local Plan was subsequently withdrawn, and the review is now underway. We will submit a planning application once the draft Local Plan is published, and this much sought-after site will be marketed with planning permission as soon as it is granted.
read moreThetford
Norfolk
5,000 homes
In partnership with The Crown and Kilverstone Estates
Land available
Pigeon is managing the development of a major urban extension at Thetford on behalf of The Crown and Kilverstone Estates. We secured planning permission in 2015 for up to 5,000 homes, 22.5 hectares of commercial development, retail, schools, community facilities, and public open space. In 2018, the first phase of housing land was sold to Hopkins Homes, a developer of high-quality homes that set the bar for this inspiring development. We sold a second phase to Kier Homes in 2019, and a third phase to Taylor Wimpey in 2021. A fourth phase was marketed in 2023 and is under offer to a PLC Housebuilder.
Around 700 plots have now been sold, with over 150 new homes occupied. New power and water supplies are being installed before the next phase of land will be offered for sale.
Stevenage
Hertfordshire
80 acres
Extensive community facilities
Fast turnaround
Pigeon was selected in 2015 to promote 80 acres of land east of Stevenage in Hertfordshire, within the Metropolitan Green Belt. The site is in a prime location, with excellent commuter links to London. Following our submission to the East Hertfordshire Local Plan review, the land was removed from the green belt and allocated for housing. In 2019 we submitted a planning application for a high quality development comprising of over 600 new homes, a care home, and substantial community facilities including a school, extensive landscaping and green open space. Planning was granted in 2020 and we sold the site to Redrow Homes in June 2021, marking a five-year turnaround for this prominent site.
read moreYaxley
Cambridgeshire
13 acres
Additional development opportunities
Potential for excellent rental growth
Pigeon acquired this 13-acre industrial site in early 2021. Located just to the south of Peterborough, it contains a mix of industrial buildings and open storage plots. The low density of the site presents an opportunity to develop new buildings to add value and drive returns. During 2023 a substantial improvement programme commenced, improving the estate road and the quality of the open storage, and working with the existing tenants to ensure the property meets their long-term needs.
read moreWaterbeach
Cambridgeshire
High-quality warehouse space
Well-established commercial location
Capital growth
Pigeon acquired 11-12 Pembroke Avenue in 2021, with the building vacant and in poor condition. An extensive refurbishment programme followed, including stripping the building back to frame, replacing the roof and cladding, and re-fitting the offices. The property was then let to Alstom Transport UK on a 10-year lease. Pembroke Avenue is a valuable and high-quality addition to the Pigeon portfolio of investment properties, being in a prime location with substantial demand for quality industrial space.
read moreSwavesey
Cambridgeshire
Rental and capital growth
Cambridge
Fully let on long term leases
Pigeon purchased this property in 2019 with vacant possession. The site extends to 2.9 acres and has a mix of office and industrial accommodation with 1.4 acres of open storage land. Shortly after acquiring the site, the buildings were let to Envea, a world-class manufacturer of emission and monitoring systems for industrial chimneys. They have taken a 10-year lease and renamed the building ‘Envea House’. The rear storage land was then let to Cambridge Container Storage, a self-storage operator, on a 10 year lease. The site offers both rental and capital growth potential.
read morePeterborough
Cambridgeshire
Rental and capital growth
Single let
57,000 sq ft
Pigeon acquired this 57,000 sq ft warehouse and car showroom in 2022. The property is let to car dealership, Big Motoring World on a long-term lease. The site is in a good location, with easy access from Werrington Parkway and has planning consent for both B8 and car showroom use, ensuring flexible future use and rental growth potential.
read moreNorwich
Norfolk
Rental growth
Fully-let
Immediate access to outer ring road
Pigeon acquired this freehold, multi-let industrial investment site in January 2021.Extending to 46,000 sq ft across four units, the property is located on the Sweet Briar Industrial Estate and has immediate access to the outer ring road. At the time of acquisition, the existing leases were all short and below market rent, which presented an opportunity to re-let the units at higher rents. Following a re-letting and refurbishment programme the property is now fully let and current occupiers include Amari Plastics, Smits Metals Centre and NRS Healthcare.
read moreBury St Edmunds
Suffolk
Rental and capital growth
Fully let
Prime office space
Linden Square provides approximately 18,000 sq ft of Grade A office space. Situated in the town centre at the heart of the business and retail district, it is widely recognised as the town’s best quality office space. Owned by Pigeon since 2012, the offices are fully let to an excellent roster of professional tenants and the property provides a solid, long-term investment opportunity across both rental and capital growth.
read moreIpswich
Suffolk
Planning permission for B1C, B2, B8
Close to Felixstowe
200,000 sq ft of accommodation
Junction 56 is a brand-new industrial and logistics development located on the edge of Ipswich, with immediate access to the A14 and just 20 minutes’ drive from Felixstowe, the UK’s largest container port. Pigeon acquired the site in 2017 as part of a wider, 200-acre estate. We have upgraded the two A14 roundabouts and the roadside services area is now commencing construction, with a new petrol filling station, convenience store, electric vehicle charging, drive through restaurant and dedicated lorry parking.
read moreCheshunt
Hertfordshire
Prime location
Logistics
Planning permission in place
Pigeon acquired approximately 3.5 acres at Theobalds Business Park in 2022. The proposed development known as MAX50 is located just one mile from the M25/A10 interchange in Cheshunt, with nearby occupiers including the Sunset Waltham Cross Studios and Broxbourne Business and Technology Centre. We acquired the site with outline planning permission for B2/B8 use and have subsequently secured reserved matters planning permission for a 50,000 sq ft unit. The land will provide much-needed logistics space to the Greater London area and is currently being marketed to occupiers with construction to commence thereafter.
read moreNorwich
Norfolk
48 acres
Leading employment hub
Infrastructure provided
Pigeon acquired Broadland Gate as bare farmland in 2016, in a joint venture with Ifield Group. This 48-acre site of commercial development land sits at the intersection of the A47 and the Norwich Distributor Road, making it a prime location for one of the leading employment hubs east of Norwich. More than 80% of the site is now sold or under offer, with notable occupiers, including Norfolk Constabulary, which chose Broadland Gate for its new police investigation centre serving the east of Norwich.
read moreBarton Mills
Suffolk
Pigeon acquired this five-acre freehold brownfield site, located on the Norwich-bound carriageway at one of the busiest roundabouts on the A11 in Suffolk. We obtained planning permission and undertook substantial redevelopment during 2015 to create a new motor services area, with tenants including Shell, a tyre centre and car wash, plus one of the country’s top-performing McDonalds restaurants. We continue to manage this busy and successful site.
read moreWickford
Essex
Green belt
1,100 homes
High demand for quality housing
Pigeon was selected in 2011 to promote land at Wickford in South Essex for housing. The land lies within the Metropolitan Green Belt, adjoining an existing housing development and is in area with substantial demand for high quality homes. The land was initially given a draft allocation for 450 homes, and this increased to 1,100 homes as the Basildon Local Plan review progressed. The Local Plan was subsequently withdrawn, and the review is now underway. We will submit a planning application once the draft Local Plan is published, and this much sought-after site will be marketed with planning permission as soon as it is granted.
read moreStevenage
Hertfordshire
80 acres
Extensive community facilities
Fast turnaround
Pigeon was selected in 2015 to promote 80 acres of land east of Stevenage in Hertfordshire, within the Metropolitan Green Belt. The site is in a prime location, with excellent commuter links to London. Following our submission to the East Hertfordshire Local Plan review, the land was removed from the green belt and allocated for housing. In 2019 we submitted a planning application for a high quality development comprising of over 600 new homes, a care home, and substantial community facilities including a school, extensive landscaping and green open space. Planning was granted in 2020 and we sold the site to Redrow Homes in June 2021, marking a five-year turnaround for this prominent site.
read more
James Buxton
Executive Chairman
j.buxton@pigeon.co.ukJames Buxton is Chairman of Pigeon and leads the Land Promotion team. He brings experience, integrity and many years of experience in the property industry, having advised landowners, developers, and institutions on all aspects of property development and promotion.
James joined Pigeon in 2010 having spent most of his career at Bidwells, including ten years as Senior Partner. James is a Chartered Surveyor and a Fellow of RICS.
James enjoys collecting old cars, field sports, and a spot of painting.

William Stanton
Founding Director
w.stanton@pigeon.co.ukWilliam is a Founding Director of Pigeon and leads the strategic direction and the company’s business development. He works with the Commercial, Land Promotion and Funding teams at Pigeon.
William was formerly a Board Member of Savills (L&P) Plc, and during his 30-year career has gained extensive knowledge and experience of the property market. He is a founding director of Cambridge Power, one of the largest battery storage companies in the UK.
William is a Chartered Surveyor, a member of the CLA and former Director of the Suffolk Development Agency. He enjoys a range of sports when the seasons allow, including tennis, cricket, golf, skiing, and running the family farm.

Ed Lowe
Director - Land
e.lowe@pigeon.co.ukEd joined Pigeon in June 2019 and is primarily responsible for new business within the Land Promotion team. He also manages a number of existing projects and is involved with the business planning and strategy of the land promotion team.
Ed has previously worked for Countryside Properties, Barratt David Wilson, and Gladman where his roles included securing both strategic and immediate opportunities throughout the East and South East of England, and ongoing project management.
Ed also has experience in the financial markets starting his career at Hawksmoor Investment Management. Ed is a qualified Chartered Surveyor.
Away from work, Ed enjoys activities such as hockey, tennis, skiing, and sailing. He particularly enjoys the opportunity to share these experiences with his young family and introduce them to new adventures.

Carl Atkinson
Associate Director
c.atkinson@pigeon.co.ukCarl’s role encompasses many aspects of the Land Promotion business, from finding opportunities to managing projects. His primary focus is on the management of various land portfolios and ensuring budgets and timelines are on target.
Prior to Pigeon, Carl worked in the house-building industry for more than 40 years and has been involved in residential land since 1986.
Carl joined Pigeon because he knows many of the Directors and has worked with several of them in the past. He brings with him a different outlook to the land promotion team after having worked on the other end of the process.
Away from work Carl can be found spending time up on the Norfolk Coast, cooking, and mucking about with his Land Rover.

Stuart Inskip
Senior Development Manager
s.inskip@pigeon.co.ukStuart joined Pigeon in 2023 as Senior Development Manager in the Land Promotion team. He is responsible for managing a variety of projects, working with the team to deliver marketable planning permissions, and managing the final sale of the land to developers.
Stuart began his career at Countryside Properties as a Land Buyer, later moving on to companies such as Redrow and Crest before returning to Countryside as an Associate Development Director. The experience he gained at these companies means he is able to bring housing delivery expertise to enhance the schemes that are developed.
Away from work, Stuart likes to keep himself active by running, cycling, and playing tennis. He also enjoys taking part in outdoor challenges such as canoeing down the river Spey.

Victoria Wood
Land Manager
v.wood@pigeon.co.ukVictoria joined Pigeon in 2021 and works within the Land Promotion team. She is responsible for sourcing new land opportunities and managing a number of existing projects throughout their lifespan.
Victoria began her career in 2016 as a graduate at Allsop LLP, and having qualified as a Chartered Surveyor she joined the Residential Transactional and Living Markets team where she focused on Land and Development Agency and Consultancy.
Away from work Victoria enjoys cooking, travelling, golf, and spending time with her friends on the North Norfolk Coast.