MORE than 100 homes are earmarked for land on the edge of Bromyard.
Gladman Developments wants to build the homes off Pencombe Lane having already launched bids to build houses off Hampton Dene Road in Hereford, and Clehonger.
Gladman is holding an online consultation to gather views from Bromyard residents ahead of submitting plans for the 120 homes.
The land, in between Pencombe Lane and the A44 Worcester Road, is currently an undeveloped field.
The plan was discussed by Bromyard and Winslow Town Council on Monday night.
"I think the general feeling was right plan, wrong place," said Councillor Alan Seldon.
"We have spent a long time debating where housing should go."
He said Herefordshire Council pencilled in the site for housing in its core strategy but the town council would prefer to see development take place the other side of the A44.
Cllr Bernard Hunt, meanwhile, said members were "a bit subdued".
"Some members thought that we have got to find houses somewhere," he said. "Others were worried about building in the countryside."
Gladman says it wants to hear feedback from residents which will form the basis of a planning application.
The group has already submitted plans to Herefordshire Council for up to 110 homes on land near the Bishop of Hereford's School in Tupsley, Hereford.
The bid was originally for 120 homes but this has been scaled back because of concerns by some councillors over the effect the scheme would have on the landscape.
The developer is also looking to build 90 homes on land off Madley Road, Clehonger.
Gladman Developments say the Bromyard proposals are in direct response to a need identified by Herefordshire Council to provide at least 500 homes in the town.
"The site is in a sustainable location within close proximity of Bromyard town centre, with its range of shops, services and community facilities," said Gladman in a statement to the Hereford Times.
"The application will establish the principles of delivering a range of new market and affordable homes which will serve to maintain and enhance the vitality of the community in Bromyard."
A planning application could be submitted in the next fortnight with building work beginning in the next 18 months.
To submit views on the plan visit your-views.co.uk/bromyard