I have been doing a bit more research, it seems this is s Spanish invention that is effectively handing the government role of urban planner over to a private company who can identity a bit of land for "urbanisation", and do all the things normally done by the government (compulsory purchase orders, zoning, dividing the land into plots, putting in roads and infrastructure etc.). This company can also be the property developer i.e. construct the buildings, or may sell on the urbanised land to a third part developer. It's a system with apparently some scope for abuse and speculation, and the European Union has criticised it, using the term "urbanisation agent". It's literal, but if the EU uses it, I think it'll do for me! Thanks a lot anyway!
http://www.europarl.europa.eu/sides/getDoc.do?type=TA&refere...
http://www.rankia.com/blog/echevarri/419096-agente-urbanizad...