What I Tell Every Client Before Submitting a Planning Application

Over the years, I’ve seen planning applications of every shape and size from modest house extensions to complex urban regeneration schemes. Some fly through the process with barely a hitch. Others get bogged down in delays, rejections, and frustration.

The difference isn’t always the project itself. It’s often what happens before the proposal is even submitted.

So here’s what I tell every client before we press “go” — whether they’re a seasoned developer or a first-time applicant. These are the fundamentals that make the difference between a smooth process and a hard lesson.

Planning is a people process, not just a policy process

Too often, clients see planning as a box-ticking exercise. Submit the drawings, fill out the forms, reference the right policies — job done. But planning decisions aren’t made in a vacuum. They're shaped by people — officers, councillors, consultees, and communities — each with their own concerns, priorities, and pressures. Successful proposals anticipate these human elements, not just the policy framework.

Tip: Treat early engagement as essential, not optional. Understand who matters and what matters to them.

Clarity and narrative matter more than you think

A planning statement isn’t just a document — it’s a case. And like any good case, it needs to be structured, coherent, and persuasive. That means more than just quoting policy. It means telling a story: Why this proposal? Why now? Why here? And why should a planning officer feel confident putting their name to it?

Tip: Invest in the narrative. Make it easy for decision-makers to say yes.

Don’t underestimate the politics

Every planning application sits in a political context — even if it’s not overtly “political”. Ward boundaries, upcoming elections, controversial local issues — they all influence the mood in the room. Understanding this context isn’t about playing games. It’s about being smart, strategic, and respectful of the environment you're operating in.

Tip: Be aware of local dynamics, not just local policies.

What you don’t say can be just as important

Sometimes, clients are tempted to overload their submission with information, thinking more is more. But a bloated application can muddy the waters and create unnecessary opportunities for concern or confusion. On the flip side, leaving out critical details — especially around design, impact, or engagement — can raise red flags.

Tip: Be precise, honest, and intentional. Anticipate the questions — and answer them before they’re asked.

In Summary

Planning success doesn’t start with the submission. It starts with the strategy. And that strategy begins with understanding people, place, politics, and process — in that order.

The best outcomes I’ve seen come from clients who treat the application as a conversation, not a transaction. If you can make your case in a way that’s clear, confident, and connected to context — you’re already ahead of the game.

Planning success starts with understanding people, place, politics, and process