About
Alex Potter
Since graduating from Oxford Brookes University in BSc (Hons) Real Estate Management, I have been working within the residential development industry for a decade. I am a fully MRICS qualified Chartered Planning & Development surveyor.
Significant industry contacts, proven skills and technical knowledge have been amassed working on land acquisition deals and accompanying planning applications of varying scale across London and the Home Counties.
Key project experiences have been gained from the perspectives of a FTSE 100 house builder, G15 Housing Associations and SME Developers.
Services
Planning Assessment
A comprehensive analysis of the site's realistic planning policy compliant development potential. Presenting an assessment of the unique site constraints and opportunities. Guidance then given towards a sensible unit type mix, affordable housing contributions, and density level. Finally - advising upon anticipated timescales for a successful planning consent.
Valuation
With this policy compliant development scheme assumed, a detailed land valuation will then be undertaken to advise upon the site's likely market price upon planning consent.
The proposed development will be fully priced in terms of market-researched construction costs and comparable new build property values in the local area. Finally, cash-flowing all financial inputs accurately from the point of exchange through to the last property sale.
Sale Brokerage
Sale Brokerage
After establishing the guided market price for the site, discreet and confidential introductions will be made to exclusively shortlisted developers, best suited to the particular site in terms of its type, scale and market price point etc.
Fully ensuring that the trusted companies approached have been carefully vetted for their financial security and technical competency. With a clear and proven recent track record of projects, showcasing an ability to succeed in the challenging planning process.
Past Projects
Land rear of Olinda, Ash Road, Hartley, Sevenoaks, Kent
A well-contained edge of settlement Grey Belt site of 2.44 acres. Acting for Esquire Developments, an Option Agreement was exchanged off-market with the landowners.
An outline application for 9 x custom build homes is currently pending determination with Sevenoaks District Council.
GDV projected: c. £7.5m.
Chelsfield Lane, Orpington, Bromley, London
Brokered an Option + Overage Agreement off-market between Roddy New Homes and a previously known vendor of this 6-acre Grey Belt site.
A pre-application meeting with the London Borough of Bromley is earmarked for October, to explore development potential of up to 100 dwellings.
Land at London Road, Westerham, Sevenoaks, Kent
Brokered another Option Agreement off-market between Esquire Developments and the landowners of this edge of settlement 1-acre paddock.
The Green Belt site is currently being promoted through Sevenoaks emerging plan for a minor residential allocation, with a forthcoming planning application likely in 2026 - on the basis of the council's lack of a 5-year housing supply position.
Forecasted GDV - c. £4m.
Land to the rear of Old Jobs, Narcott Lane, Chalfront St Peter, Buckinghamshire
Acting for Chartwell Land, brokered an Option Agreement off-market with the landowner.
A positive pre-application meeting was held with Buckinghamshire Council in August 2025, and a detailed application is currently being prepared for 7 family homes.
GDV Projected: £6m+.
Land south of Sunnyside, Edenbridge, Sevenoaks, Kent
Brokered Option exchange with Quantum Homes on 1.5-acre residential allocated site - on the edge of a now fully delivered major scheme by Bellway.
Acting for the landowner, also negotiating ransom payment for an access strip with Cooper Estates – application for c. 18-units forthcoming in Q4 2025.
Nyes Wharf, Old Kent Road, Southwark, London
A £13.8m subject to planning site acquisition for Peabody, achieving consent for an 18-part 7 storey residential tower, for 153 apartments & commercial use at ground floor, in the emerging Old Kent Road regeneration zone in SE London.
Former Kodak Factory, Harrow, London
The final phase application of a 3-phase masterplanned site, a joint venture with Hyde Group and Barratt London.
Successfully navigating a substantial project consultants team on the way to achieving detailed planning consent for a 1226 unit apartment scheme with office and retail space, as well as a care home.
Cape Road, St Albans, Hertfordshire
Negotiated the purchase of this prime consented brownfield site for 37 dwellings within the centre of St Albans for Montreaux Developments, following a formal bid process with the disposing agent GLPG.
Led the contractual negotiations through to completion, and also project managed S73 minor variations to the scheme - creating additional value and saleability.
Forecasted GDV - c. £22.5m,
Haldan Road, Higham's Park, Waltham Forrest, London
Brokered a subject to planning deal between the landowner and Regent Land off-market. Site achieved full planning consent in November 2024 for 5 contemporary houses.
Creek Road, Greenwich, London
Successfully negotiated the S106 Agreement to execution for a 100% affordable scheme for The Hyde Group, utilising additional GLA grant for 20 shared ownership and 6 Affordable Rent flats.
Also, co-ordinated the £6.3m design and build contract with Skillcrown for the delivery of the scheme.
Scotts Road, Bromley, London
Whilst at Persimmon Homes, assisted in the acquisition and detailed planing application to redevelop a light industrial site within a heavily residential area. Achieving planning with the London Borough of Bromley for a 3 x 3-storey block scheme of 38 apartments.
Church Road, Deal, Kent
Led the negotiations for Persimmon Homes, disposing of 46 x affordable units to a Kent based Housing Association, with a Golden Brick and Development Agreement contracts secured.