Case Studies Part 1 Choicebased lettings schemes From
Case Studies Part 1: Choice-based lettings schemes
From CBL to Southwark Homesearch Miny Jansen Housing Options Manager London Borough of Southwark Homesearch 2007
Why Southwark use choice based lettings… • • • Ensure transparency Maximise consumer choice Modern landlord Place shaping and sustainable communities Cross-party and RSL support Southwark Homesearch 2007
Our choice-based scheme. . . • • Introduced September 2005 Free glossy magazine; high spec website Dedicated telephone support line from launch Over 2, 500 properties let per year Some 15, 000 applicants registered Over 3, 000 bids received each week Incl low-cost home ownership, mutual exchanges Efficiency through partnership with East London Lettings Company Southwark Homesearch 2007
What has worked well…. . • Build up the brand – poster campaigns, banner on website, adverts • Free multi-lingual DVD • Promote all bidding channels eg internet, automated phone line, texting, contact staff member • Optimum use of IT : real-time queue positions and withdrawals • Website allows multi-lingual access, browse-aloud, RNIB approval, virtual tours • Publicise safety net for new and vulnerable applicants – help line, staff support, auto-bidding Southwark Homesearch 2007
What are the challenges? • • • High demand; low supply Any lettings scheme remains a rationing system Dependency on local authority Advocates for exceptions to normal priority Requires transition from passive to active participation • Successful schemes need confident applicants • Support for vulnerable applicants Southwark Homesearch 2007
Measuring success • • Is housing list representative of local community? Do bidders represent make-up of list? Do applicants in need bid? Evidence of tactical bidding Regular user surveys Analyse queries and complaints incl from members Regular reviews of scheme, incl Equalities Impact Assessment Southwark Homesearch 2007
Suggestions… • Take time to win hearts and minds • Go for clear brand; easy recognition • Effective marketing – needs to be aimed at different groups in the community – requires resources • Platform for full range of housing options • Efficiency through partnership with other landlords Southwark Homesearch 2007
From CBL to Homesearch…. • CBL offers platform for full range of options: – – – Incorporate cross-borough moves Introduce ‘private possibilities’ Encourage mutual exchange Promotion of low-cost home ownership schemes Advertise moves out of London Tenancy support Southwark Homesearch 2007
From CBL to Homesearch… • Deliver housing options through – Magazine – Website – Telephone advice service • New centre in December 2007 – Homelessness service by referral only – Use all housing options to prevent homelessness Southwark Homesearch 2007
Your response • How well are you marketing your CBL properties? • Are you making optimum use of IT within your CBL system?
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