When will the council request it?
The requirement depends on the existing use and the policy protecting it. Westminster's 2026 validation list asks for relevant marketing evidence where a proposal would lose protected uses. Camden's published list separately addresses marketing for different types of commercial and community premises. [1] [2]
Check the actual policy before changing the use or starting a marketing campaign. The relevant question may concern demand for the existing use, an alternative protected use, or the suitability and availability of the premises. An advertisement for an unrelated opportunity may not answer the policy test.
Is there a standard marketing period?
No single period can safely be applied to every use and borough. Camden's list specifies different periods for different protected uses, while Westminster ties the exercise to the applicable policy and realistic market conditions. Establish the correct period and scope at the outset rather than assuming a generic campaign will be sufficient. [2] [1]
Ask the planning adviser to confirm the requirement in writing and the agent to explain how it will be implemented. Where the council offers a chance to agree the methodology, use it before relying on the eventual report.
What evidence should be retained?
The report should demonstrate a genuine exercise on realistic terms and explain the response. Westminster's requirements address the marketing undertaken, market conditions and evidence of demand. A short statement that there were “no suitable enquiries” does not explain the underlying evidence. [1]
A useful record to request from the agent includes the dates and channels used, the advertised particulars and terms, changes during the campaign, and a log of enquiries and their outcomes. Ask for supporting material rather than an unsupported retrospective summary. These are practical record-keeping suggestions to help answer the policy test.
Where an offer or enquiry did not proceed, record the reason accurately. Distinguish lack of demand from an applicant deciding not to accept proposed terms.
Who prepares it?
A suitably experienced commercial property agent can undertake and document the marketing, while the planning consultant explains how that evidence relates to the policy. Keep those roles coordinated so the campaign addresses the correct use and the report contains the information the council expects. [1] [2]
When appointing the agent, identify the required campaign scope, reporting records and final report. Do not assume that a conventional letting instruction necessarily includes all planning evidence.
Keep the proposal and evidence aligned
Check whether the application proposes the same premises and extent of loss that were marketed. Explain material changes in condition, availability or terms rather than letting the report imply a continuous exercise on an unchanged basis.
Under August 2026 NPPF policy DM2, application information should be relevant and proportionate. The report should answer the specific policy question, not include unrelated market commentary simply to increase its length. [3]