Under rapid technological advancement within the urban development industry, fuelled by booming economic conditions, a fertile environment is flourishing for the uptake of sustainable development practices. However, this gives rise to the question: Then, why is there a considerable lag in the implementation of sustainable practices aimed at reducing greenhouse gas emissions and human waste? This paper expands on initial findings of localised research into the adoption of ecological sustainable development practices within the land development industry. Through this research and further investigation a number of issues are exposed; the lack of regulatory direction, training of industry players and a gradual shift in community values. This paper also investigates the wide gap between best intentions and actual built results, followed by insights into the dilemma of local government development applications constrained by regulation and associated levels of commitment to delivering a higher standard of sustainability within our built environment. To illustrate market trends toward sustainable development practices currently implemented two Greenfield Master Planned Communities being development on the Gold Coast are discussed as examples.