Case Study

Beaulieu Park, Chelmsford

On behalf of Countryside Zest (Beaulieu Park) LLP (a joint venture with Countryside and L&Q) we were instructed to dispose Zones R, S & U. Beaulieu is a new district set to the north of Chelmsford offering housing and community facilities.

Project description

Beaulieu comprises a series of individually designed neighbourhoods that connect to the wider landscape and associated countryside.  Beaulieu currently comprises a range of new homes from one bedroom apartments to six bedroom family houses.  The residential areas are supported by a wide range of facilities including a new Primary School and a Secondary School, community, health, sport and retail amenities.  Beaulieu Square, the central Neighbourhood Centre, provides further local shops, a Dentist, Vets, Community Centre, Day Nursery and Education Centre.  Beaulieu will also include a new Railway Station on the East Anglian mainline as well as a new relief road connecting Beaulieu to the A12.   

Zones R, S & U are located within the ‘Beaulieu Rydes’ neighbourhood.  It is situated to the north east of the existing community.  The proposed site for a Primary School is situated to the immediate south, with New Hall School situated beyond this.  The site sits to the west of two new residential schemes being developed by Bellway Homes and CALA Homes and to the east of future schemes by Countryside Properties.  The site is bound to the north by the Radial Distributor Road (Phase 2A), which is operational and to the south by Remembrance Avenue where access is gained.  It currently comprises cleared land and measures approximately 15.81 acres (6.4 Ha).

There was an approved Section 106 Agreement for Beaulieu which requires 27% of housing to be affordable.  There was no CIL payment due and all section 106 contributions had been dealt with.

What was our approach?

Given the unique opportunity at Beaulieu, the site was highly sought after, for this reason we chose to undertake a direct marketing campaign where we approached a shortlist of house builders who we knew would be suitable for the site and be able to satisfy the design requirements placed on any house builder who looks to develop on the site.  Marketing commenced in early 2022 and offers were sought on an unconditional basis.  A number of offers were received with the top 4 parties being interviewed in order to understand each of their thoughts on design.


Results Achieved & Added Value


  • The land value achieved far in exceeded the Vendors expectations.
  • The site was sold to Hopkins Homes in July 2022.
Beaulieu Park, Chelmsford