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This article looks at how researchers and practitioners are addressing the greening of planning practices, and in particular the business model of public land developers. The financing of these land developers largely rests on the sale of future construction rights. It is therefore strongly linked to construction and artificialization. This leads to the increasing use of land, materials, and energy and the perturbation of ecosystems, which is incompatible with the goal of respecting planetary boundaries in urban projects. Faced with global environmental turmoil and recent regulatory developments (such as net-zero objectives), a number of public land developers consider their operating model to be obsolete. Drawing on ethnographic material collected from six French land developers (semi-public companies and/or local public companies) and a collective discussion with them as well as others involved in regulating development in France, this article examines the theoretical and practical challenges raised by the greening of planning and construction. How can we rethink the creation of value in planning, so as to make matter, energy, and living things "count"? What does this entail operationally and in terms of accounting? This article aims to contribute to a research agenda on ecological planning practices and metrics.