FORWARD SALES
& PRS ADVISORY.
Expert disposal advice for
housebuilders and developers
At Prime Plots, we specialise in structuring and delivering strategic forward sales and bulk transactions — unlocking capital early, de-risking schemes, and aligning with the needs of institutional investors and aggregators. Whether you're a national housebuilder, regional developer or land promoter, we offer discreet, commercially focused advice that delivers results.
We don’t just market stock. We shape outcomes — bringing clarity, structure, and value to every transaction.
Why Forward Sell?
Forward sales and PRS (Private Rented Sector) transactions allow developers to crystallise value earlier, mitigate private sale risks, and maintain momentum across a wider site.
Whether you’re looking to deliver an entire phase in one go, release capital to reinvest, or reduce exposure to uncertain market conditions, a professionally structured forward sale can provide an elegant and efficient solution.
Importantly, these deals need to be handled with care — safeguarding brand integrity and private sale values, while meeting investor needs around specification, phasing and handover.
The Rise of Single Family Housing
The market is changing. Demand is shifting away from dense, city-centre apartments toward more suburban, family-oriented homes. Single Family Housing (SFH) is emerging as the preferred model for both tenants and investors — combining longer tenancies, lower management costs, and reliable income streams.
Savills reports that while over 60% of rental homes in the UK are houses, less than 2% are institutionally owned. This growing imbalance presents a significant opportunity — especially in Southern England, where demand for well-located homes with access to transport, schools and community infrastructure continues to outstrip supply.
At Prime Plots, we’re at the forefront of this market. We structure deals that align with investor appetite and developer objectives, with particular focus on new-build houses in the South East and Home Counties.
What We Do
We provide a cradle-to-completion advisory service for PRS and forward sale transactions. From initial pricing and strategy to buyer engagement, heads of terms and legal progression, we manage every stage — with discretion and attention to detail.
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Targeted investor engagement, not scattergun marketing
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Real-time pricing intelligence from comparable deals
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Structured deal terms that work for both sides
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Clear commercial advice backed by decades of experience
“We give housebuilders the confidence to commit, and investors the clarity to act — delivering structured, discreet transactions that work for both sides.”
Kane Lennon, Managing Director, Prime Plots
Selected Case Studies
Suburban Rental Portfolio – Greater London
Two developments in separate commuter locations sold together in a structured bulk transaction. Delivered to investor specification, the deal met growing demand for quality homes in connected suburban areas.
Town Centre Apartment Scheme – South East England
A new build block of 80+ apartments forward sold to a regional investor. The transaction was timed to ensure strong yields and early occupation, enhancing programme delivery and de-risking future phases.
Early Stage Apartment Blocks – Home Counties
Two smaller blocks of new-build apartments forward sold during construction. The deal provided early capital release and allowed the developer to maintain pace and pricing on open-market units elsewhere.
About
Prime Plots
Prime Plots is an independent land and residential advisory business led by Kane Lennon, formerly Head of Residential Development Sales for the Northern Home Counties at Savills.
With over 25 years’ experience, we are trusted by national housebuilders, regional developers and institutional buyers alike. Our advice is grounded, commercially intelligent, and strategically delivered. We operate across Southern England with a particular focus on the South East and Greater London fringe.
“We’d been sitting on a scheme for months. Within weeks of appointing Prime Plots, we had a credible buyer, heads of terms agreed, and a deal moving forward. It was strategic, fast, and expertly handled.”
Group Land Director, plc client
Let's Talk
Have homes to forward sell — or stock you'd like to structure into a rental portfolio?
We’d love to hear from you. We’ll help you unlock early value with professionalism and discretion.
Contact Kane Lennon, Managing Director
📞 01462 877777 | ✉️ klennon@primeplots.co.uk
