A large share of urban development projects in the Netherlands deal with transformation or revitalization of existing urban areas; Greenfield development is becoming scarce because of a large pressure on available space. During the last decades and at present, stagnation occurs in many transformation processes, partially due to a high level of fragmentation in land ownership (Louw, 2008). It seems that development cannot proceed without governmental intervention unless agreement is reached with every individual landowner (Adams et al., 2001a) and, according to Buitelaar et al. (2008), there are almost no cases in which all land owners are willing to cooperate. Therefore, the Dutch government launched the Law on Spatial Planning (WRO) in July 2008, offering the municipalities several tools to deal with land owners that are either unwilling or unable to individually start up land development. By this, a basic approach for intervention is provided. Still, it is difficult to determine what dedicated tools the municipality should use in different situations. The choice behaviour of involved landowners to act passively or actively in the land acquisition process affects the usefulness of the several tools. Therefore, the aim of this research is to model landowner choice behaviour in urban transformation projects. This model is based upon the conjoint analysis modelling approach, in which game theory is integrated to analyze interactive choice behaviour of landowners when regarding (a) the most determining characteristics in urban transformation projects, and (b) the expected behaviour of the buyer; the municipality.