Why did developer erect a billboard?

Dear Sir, — Delamere Road in Congleton is already feeling the effects of building four houses on the site of one bungalow. 
There have been vehicles parked on the footpath, bus stops blocked and traffic coming off the main Holmes Chapel Road meeting vehicles very close to the junction. 
Of course, planning permission was granted for this development. 
The question now is how, months before that permission, did the developer put up a large advertising board stating that these houses were for sale? 
Did they know something that the rest of us didn’t? — Yours faithfully,
“CURIOUS PASSER-BY” 

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