There’s a variety of steps necessary before building begins. Things like getting utilities run to the property, getting permits, etc. If you’re the property owner who has those things ready to go a developer is likely going to choose you over others who still need that prep work done. You can also probably just agree to a smaller cut of the final product. If you’re willing to give up some value and make it more profitable for the developer they will prefer you over someone they will make less money from.