5 Sustainable ways to monetise estates & farmland
Maximising the potential of your estate isn't just about preserving its beauty; it's also about ensuring its financial sustainability. In today's dynamic landscape this is more important than ever, and there are numerous innovative avenues for estate owners to generate revenue beyond traditional means.
Photo courtesy of Belmont Estate
By exploring opportunities to monetise your land, you could uncover hidden income potential, as well as maximising use of the land that you have. Whether it's through sustainable agriculture, eco-tourism, or even renewable energy projects, there are various ways to make your land work for you. By utilising it effectively, you not only benefit financially, but can also contribute to sustainable practices and community development.
1. earn while improving your biodiversity
Harness the environmental value of your estate by participating in biodiversity offsetting schemes. These initiatives allow you to earn credits by enhancing or preserving natural habitats on your land. As biodiversity conservation gains traction globally, these credits can be sold to developers or corporations looking to mitigate their ecological footprint, providing a sustainable revenue stream while promoting environmental stewardship.
One estate demonstrating this perfectly is Belmont Estate in Somerset. The reimagined country estate sits just outside of Bristol and focuses its efforts on regenerating land, reversing biodiversity loss and connecting communities with nature. Their initiatives include regenerative farming and sustainable food supply, re-wilding and re-wetting projects, and a free nature-based education programme for local schools and charities.
Through all of their projects, the estate generates BNG or Biodiversity Net Gain units (you can read more about BNG here) which can be sold on to other businesses and developers needing to adhere to recent legislation changes - the Environment Act 2021 makes a minimum of 10% BNG mandatory for all new development in England as of February 2024. Selling these units can be a hugely lucrative for estates looking to generate income, as a single unit is approximately valued at around £20,000-£25,000. By generating these units and selling them on, heritage estates and landowners can support and preserve the UK environment whilst also securing their own financial sustainability.
Photo courtesy of Belmont Estate
2. improve your accommodation offer
With the rise of experiential travel, offering unique and immersive accommodation on your estate can be a lucrative venture. Consider converting underutilised buildings into charming holiday cottages, designate a field or patch of woodland as a glamping site, or for those able to invest in new buildings, purpose-build accommodation in strategic spots across the estate.
A word of caution when bringing accommodation into your business offer - this is becoming a heavily saturated market, so underpinning your offer with a well considered concept will be crucial to setting you apart from other locations competing for the same audience. The same goes if you have existing accommodation that isn't performing as well as you'd like it to - perhaps it's time to review where it sits in the market, and whether you need a more compelling story to be front of mind when audience are planning their next trip.
If you’re in need of inspiration and want to see what an effective accommodation offering looks like, then Settle in Norfolk is a perfect example. Set amongst 35 acres of parkland, the site offers a unique and quiet stay in one of their beautifully restored vintage railway carriages or their cosy lakeside cabin, carefully handcrafted using reclaimed materials. Surrounded by trees, lake views and native wildlife, Settle is the ideal destination for eco-tourists and those looking for a restful escape. The site has expertly defined its niche as a wholesome, rustic and outdoorsy location, which simultaneously feels indulgent and homely.
Photos courtesy of Settle
3. Serve great food
Elevate the guest experience by curating bespoke hospitality offerings that showcase the distinct charm of your estate. Host themed events such as farm-to-table dinners featuring locally sourced produce, wine tastings amidst vineyards, or wellness retreats set against panoramic landscapes. Consider the food and drink offer you are providing to visitors as one cohesive story that should be reinforcing what makes your estate special. Cultivate a reputation for exceptional service and personalised experiences, fostering guest loyalty and positive word-of-mouth marketing.
A heritage estate with an outstanding food offering is Knepp who are renowned for their pioneering re-wilding initiatives. Nestled in the heart of a transformative landscape, Knepp’s on-site restaurant and cafe delights visitors with sustainably sourced dishes, featuring Wild Range meat and fresh produce from their organic market garden. The culinary creations of chefs Ned Burrell and Bradley Adams celebrate traditional favourites and innovative new dishes, enjoyed by guests in the peaceful atmosphere of their beautifully designed spaces.
The harmonious blend of exceptional food, enchanting ambiance, and the estate's commitment to sustainability, perfectly embodies the cohesive story of Knepp - enhancing the overall guest experience and providing a sustainable source of income to support their re-wilding projects.
Photo courtesy of Knepp
4. set up shop
Another promising avenue for monetising your estate is through note-worthy retail opportunities that make you a destination. We've all seen great examples of estate farm shops, but there's a lot to be said for more curated retail offerings selling homewares and artisan products, or doing something unusual like selling high-quality outdoor gear. This not only provides an additional revenue stream but also enhances the overall visitor experience. Consider collaborating with local artisans, brands and makers to stock a diverse range of high-quality, locally-sourced products. By creating a retail space that complements your estate’s charm and ethos, you can attract a steady flow of customers eager to take home a piece of their memorable visit.
One such location that has successfully bolstered their brand offering through a thoughtfully curated retail offering is Thyme and its sibling brand, Bertioli. Thyme, a family-run estate in the Cotswolds, weaves a passion for the land, food, and entertaining with a deep love for nature, beauty, and conservation. The estate’s collection of restored historic buildings forms a serene hamlet environment where guests are invited to slow down and reconnect with nature.
Reflecting this ethos, Thyme's shop allows visitors to 'take a little Thyme' home with them, offering a curated selection of sustainable homewares, fashion items and own-brand bathroom products. Each product is designed to foster a connection to the land and celebrate the beauty of the surrounding nature, from botanical infused bathing products to floral printed home textiles. By combining Thyme’s commitment to sustainability and beauty with Bertioli’s nature-inspired designs, the shop not only provides an additional revenue stream but also enriches the visitor experience, inviting guests to carry a piece of this English country idyll into their everyday lives.
Photos courtesy of Thyme
5. Play host
Leverage the versatility of your estate by transforming it into a sought-after venue for private events and celebrations. Whether it's weddings, corporate retreats, or milestone gatherings, capitalise on the allure of your estate's natural backdrop or historic architecture. If you can, offer comprehensive event packages that encompass catering, accommodation, and recreational activities - you will be able to command a premium by providing clients with a seamless and memorable experience.
Depending on your location, you may already be surrounded by beautiful private hire venues, so it's important to establish your unique offer, and bring something to the market that customers can't get elsewhere. Do you have a lake that would make the perfect spot for a marquee? Odds are other venues won't have that in their offering, so make it a focus in your marketing. Have an exclusive agreement with the best catering company in the area? Definitely shout about that.
A prime example of a landowner successfully utilising their site’s assets as a private events venue is our recent client Nolton Coast. Located on the stunning Pembrokeshire coastline, the family-owned farm initially built its reputation as a destination for riding holidays, then (post Covid), they decided to redirect their efforts and make use of their idyllic location as an enchanting venue for coastal weddings.
With a beautiful rustic timber barn, charming teepee tents overlooking the sea, and access to a secluded beach, Nolton Coast’s owners realised their land was something that engaged couples are desperate to find, and so began their pivot to become a village-within-a-village, for wedding parties to take over for the duration of their celebration.
By offering a blend of accommodation options, including shepherds huts, cottages, camping sites, and a refurbished airstream trailer, Nolton Coast caters to diverse needs and preferences. The family focus their attention on the little details that only an independent venue can offer, like planting bespoke combinations of wildflowers that will bloom in time for the wedding; lighting fires in the hearths of each cottage before guests arrive in winter months; or spontaneously setting up stargazing spaces for groups that have decided to stay in the fields after dark. Listening carefully to what their guests want has made them a desirable destination, despite their remote location.
Photos courtesy of Nolton Coast
Successful monetisation of an estate requires a combination of strategic planning, creativity, and a genuine commitment to delivering exceptional experiences. By staying attuned to market trends, embracing collaboration with local stakeholders, and continuously refining your offerings, you can position your estate as a destination, and an example of sustainable prosperity in the UK countryside.
If you'd like to start exploring new ways to monetise your estate but don't know where to start, we'd love to help. Drop us an email - studio@rawclay.co.uk.
