About Exdell: Seeing the Full Picture

Exdell was founded in 2023 to formalise a long-standing partnership between directors Tracey Bull and Lloyd Exley. 

But the work didn’t begin in 2023. 

Having met at university while studying Architectural Technology and Construction Management, we went on to build our careers across the property and construction industry — often working together on projects along the way. After years of delivering successful outcomes, combining our complementary skill sets into a single consultancy was a natural next step. 

Exdell is that next chapter — built to unlock opportunity, navigate complexity, and deliver projects with clarity, confidence, and precision. 

Seeing the Full Picture 

Exdell was built on a simple belief: success in land and property comes from seeing the full picture. 

Planning. Commercial strategy. Legal structure. Delivery. 

Every piece matters — and most opportunities are only fully realised when they are considered together. 

Too often, these elements are approached in isolation. The result is missed potential, delayed decisions, or value left on the table. 

Most people see just one part of the puzzle. 

We focus on bringing the complete overview — and that’s where real value is unlocked. 

Two Perspectives, One Approach 

At its core, Exdell brings together two aligned but distinct perspectives: 

      •     The commercial precision of land acquisition, disposal, and deal-making 

      •     The strategic and technical depth of planning, design, and project delivery 

This dual perspective allows us to approach sites differently — not just as land, but as opportunities with multiple layers of potential. 

Meet the Directors 

Tracey Bull 

Tracey began her career as a land buyer for national housebuilders, including Barratt Developments and Persimmon Homes, leading multi-million-pound acquisitions and disposals across the South of England. 

She is recognised for identifying potential, exploring creative strategies to unlock sites, and driving them through to completion. With precise negotiation and a strong commercial mindset, Tracey consistently delivers outcomes that work for all stakeholders involved. 

Measured, strategic, and highly experienced, she brings clarity and confidence to complex land decisions. 

Lloyd Exley 

Lloyd brings experience across both the private and public sectors, with a strong foundation in construction, planning, design management, and project delivery. 

He was awarded a Master’s Degree with Distinction in Construction and Project Management whilst working full-time for a regional contractor and property developer. He has led large-scale developments from land assembly and early feasibility through to completion — navigating planning policy, stakeholders, and delivery strategy throughout. 

Known for his practical and highly technical approach, Lloyd specialises in unlocking sites that others may see as too complex. 

What We Do 

We work across the full lifecycle of development, offering a joined-up approach that ensures projects are considered, coordinated, and commercially aligned from the outset. 

Our services include: 

      •     Land and planning strategy 

      •     Site promotion and opportunity analysis 

      •     Design development and coordination 

      •     Planning applications and management 

      •     Tender and procurement support 

      •     Project and delivery oversight 

By staying involved throughout, we ensure that the original vision is carried through — not diluted — as projects progress. 

Sectors We Work In 

Land and property rarely fit neatly into one category — and neither do we. 

Our experience spans a wide range of sectors, including: 

      •     Residential development 

      •     Rural and estate diversification 

      •     Golf and leisure 

      •     Commercial and light industrial 

      •     Solar and renewable energy 

      •     Minerals and extraction 

      •     Strategic land and promotion 

This is not just theoretical, conceptual experience. We’ve kept involvement and had the opportunity to get our hands dirty at every stage of the process from concept to completion. 

Many of the most valuable opportunities sit between these sectors — farm land with diversification potential, leisure sites with expansion options, or underused commercial assets ready for change. 

We bring an open-minded, “out of the box” perspective across planning, land strategy, and delivery — helping clients see opportunities others may miss. 

Building Momentum 

In a relatively short time, Exdell has achieved what many firms take years to build: a strong reputation, proven results, and trusted relationships. 

That progress is grounded in consistent delivery, clear thinking, and a commitment to doing things properly. 

Now, we’re focused on making that expertise more visible — and continuing to support landowners, developers, and organisations in unlocking what’s truly possible from their land and assets. 

Looking Ahead 

Exdell is built on experience — but driven by opportunity. 

Whether it’s unlocking a complex site, shaping a new development, or delivering a project from concept to completion, our approach remains the same: 

See the full picture. 

Make informed decisions. 

Deliver with confidence. 

Because when every piece is considered together, that’s where real value is realised. 

If you’re exploring the potential of your land, considering a project, or simply looking for clarity on your next steps, we’d be happy to help.

At Exdell, we work with landowners, businesses, and investors to uncover opportunities, navigate complexity, and make informed decisions with confidence.

Get in touch for an initial conversation and let’s explore what’s possible.