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Daventry District Council

Affordable Housing
Communication &
Marketing Strategy

Revised December 2010

Update to December 2007 Strategy


Contents
1. Introduction 3

2. Affordable Housing 5
2.1 What is Affordable Housing
2.2 Why do we need Affordable Housing

3. What have we been doing since 2007? 6

4. Key Principles of Communication & Marketing Strategy 8

5. Action Plan 10

6. Appendix 14
Appendix A – Recommendations from the Affordable Housing
Panel – June 2007

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1. Introduction
Daventry District Council has always prioritised affordable housing and as
such it forms part of our objective to create Healthy, Safe and Strong
Communities and Individuals.

The Council has also:

• Exceeded targets set out in our corporate plan for the delivery of
affordable housing within the district
• Strengthened and improved partnerships with stakeholders including
Registered Social Landlords, Land Agents, Homes & Communities
Agency
• Implemented its Choice Based Lettings system and is working towards
the sub-regional scheme
• Established Policies and Procedures to deal with Empty Homes

Daventry District Council already has an excellent track record of


achievement in the development of affordable housing and is recognised as
an example of good practise in The East Midlands Regional Affairs Forum
(EMRAF) for partnership working with Northants Rural Housing Association.
To build on these achievements, The Council set up an Affordable Housing
Task Panel in June 2006. This panel is now known as the Affordable Housing
Panel (AHP) and in conjunction with the affordable housing officers working
group, aims to further improve the delivery of affordable housing throughout
the district.

AHP concluded its first phase of work in June 2007 with a report agreed by
Full Council. The report included a series of recommendations, which are set
out in appendix A.
One of the Panels recommendations was to write and implement a marketing
and communication strategy to promote affordable housing and continue to
improve communication between the Council and its partners which was
produced in 2007.
The new Coalition Government has proposed significant changes to the
delivery of affordable housing; such as a cut in grants for developers and the
“Localism Agenda” posing to significantly change the way affordable housing
is delivered.

In light of these changes, it is increasingly important that Daventry District


Council continues its commitment to the delivery of affordable housing.
Following a review of the 2007 Affordable Housing & Communication
Strategy, we found that the aims written were still relevant to what we want to
achieve in the future and so the content and structure of the document is not
fundamentally different from the previous document.

The 2010 update does, however, show what we have achieved since 2007
and detail how Daventry District Council will continue to prioritise and deliver
affordable housing within the district

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2. Affordable Housing

2.1 What is Affordable Housing?

The official definition of affordable housing is:

’Affordable housing includes social rented and intermediate housing, provided


to specified eligible households whose needs are not met by the market.
Affordable housing should:

• Meet the needs of eligible households including availability at a cost


low enough for them to afford, determined with regard to local incomes
and local house prices.

• Include provision for the home to remain at an affordable price for


future eligible households or, if these restrictions are lifted, for the
subsidy to be recycled for alternative affordable housing provision’.
Planning Policy Statement 3 (PPS3)

This definition forms the basis of the bigger agenda of building sustainable
mixed communities with high quality housing and a mix of tenures that
includes market and affordable housing.

2.2 Why do we need Affordable Housing?

The demand for affordable housing has always been higher than its supply.
Previously this situation was due to inflation in house prices leading to
decreased affordability for buyers especially first timers.
In the past few years the recession has had a negative affect on house prices
bringing them down significantly but due to restricted mortgage lending, open
market housing has become harder to access.

The 2009 Strategic Housing Market Assessment (SHMA) found that only
24.3% of housing sold would be affordable to individual earners with incomes
of less than £34,999 and only 6.5% would be affordable for those with a
salary of £25,000 or less.

Table 3.21 shows a comparison of house prices between Daventry District,


East Midlands and England and Wales
Table 3.21 - comparison of house prices between Daventry District, East Midlands and England & Wales
House Type Daventry District East Midlands England & Wales
Detached 342,949 238,750 264,458
Semi-detached 182,095 130,821 164,079
Terrace 152,054 104,068 136,493
Flat 128,547 99,529 164,232
Source: The land registry)

House prices have had a direct affect on both the social and private rented
housing markets. Landlords have used the low values of properties to their

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advantage by buying and letting them on the open market. Unfortunately
most landlords are unwilling to charge an affordable rent so again they are
inaccessible to people on low incomes. This in turn leads to an increased
demand of social housing.
Daventry District Council is now exploring the possibility of using private
landlords to provide our applicants on the waiting list with a home.

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3 What have we been doing since 2007?

3.1 Identify key stakeholders who would have a vested interest


in the delivery of affordable housing

 Increased representation of RSL’s at the Affordable Housing


Panel meeting
 Contacted various land agents
 Worked with several land owners
 Visited15 Parish Councils
 Held Member training events
 Held Parish Council training events
 Formed stronger communication links with the Homes and
Communities Agency
 Formed stronger working relationships internally

3.2 Portray a clear and concise message in the promotion of


affordable housing to all stakeholders

 Produced information leaflets


 Placed articles in newspapers and magazines
 Created new look pages for affordable housing on the Daventry
District Council Website
 Held open days for parish councils to visit developed schemes
 Continued Affordable Housing Panel meetings on a quarterly
basis
 Created a housing strategy email account to ensure emails do
not sit in inboxes

3.3 Ensure that everyone involved understands the process of


affordable housing

 Created new look pages for affordable housing on the Daventry


District Council website
 Created a set of leaflets directed at different stakeholder interests in
affordable housing.
 Promoted the role of Affordable Housing Officer to ensure
stakeholders are aware of the services we offer in relation to
affordable housing.
 Visited Parish Councils if requested to do so

3.4 Ensure that the opportunity to contribute to the process


exists

 Held open days for Parish Councils and attended meetings if


requested to do so
 Held briefing sessions for Members

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 Worked proactively with RSL’s to promote and deliver affordable
housing including consultation with local residents
 Conducted 4 parish walks with the intention of identifying potential
land for affordable housing

3.5 Establish mechanisms, which allow information to flow freely


between all parties involved

 Created new pages for the Daventry District Council website


containing up to date and relevant information on all aspects of
affordable housing
 Created leaflets for stakeholders
 Have a central point of contact with the Affordable Housing Officer
 Regular update meetings between the Affordable Housing Officer
and RSL’s

3.6 Produce information packs that are widely available

 Produced information leaflets for stakeholders

3.7 Contact major landowners with a view to sourcing suitable


land for affordable housing development

 Contacted some major landowners

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4 Key Principles

4.1 Identify key stakeholders who would have a vested interest


in the delivery of affordable housing

Stakeholders can be identified as anyone who has an interest in affordable


housing. They can include amongst others

• Local authorities • Local land owners


• District Councillors • Voluntary Groups
• Parish Councils • Land/Estate Agents
• Registered Social Landlords • National Association of
• Developers Local Councils (NALC)
• GOEM • Country Landowners
• District residents Association (CLA)
• Government Agencies e.g.
WNDC, Housing
Corporation

4.2 Portray a clear and concise message in the promotion of


affordable housing to all stakeholders

Continue to use various tools such as radio, newspapers, magazines etc.,


to educate individuals in the importance of affordable housing and why it is
required.

4.3 Ensure that everyone involved understands the process of


affordable housing

Continue to produce written literature on affordable housing for


stakeholders in the form of leaflets, fact sheets, frequently asked questions
sheet etc. Publicise the role of the Affordable Housing Officer to allow
stakeholders one point of call for questions and/or suggestions.

4.4 Ensure that the opportunity to contribute to the process


exists

Continue to invite stakeholders to briefing sessions, workshops, road


shows etc to give them the opportunity to ask questions in person and also
find out more information about affordable housing and how it affects
them.

4.5 Establish mechanisms, which allow information to flow freely


between all parties involved

Ensure that our website contains up to date relevant information on


affordable housing including all leaflets, press releases, fact sheets etc.

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Look at the possibility of providing links to the web page from the web
pages of other organisations.

4.6 Produce information packs that are widely available

Put together a stakeholder pack to include all relevant information such as


leaflets FAQ’s etc and make them available at various points throughout
the district including Brixworth and Woodford Halse information centres,
parish councils, estate and land agents, DDC website.

4.7 Contact major landowners with a view to sourcing suitable


land for affordable housing development

Contact major landowners including:

• Masons
• National Farmers Union
• Rotary Club
• Colleges
• Public Organisations
• Church of England and individual dioceses which have property
departments
• Network Rail

4.8 Introduce a Rolling Programme of Housing Needs Surveys


across the district

Establish a rolling programme of needs surveys taking into account all


aspects of housing including elderly and market.

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5. Action Plan

Communication Methodology & Processes Responsibility Timescale Comments


Method Source Process
Enhance communication between Media Local Newspapers Contact local and Affordable Housing To Coincide with
the Council and its Magazines surrounding area Officer specific events
partners/stakeholders including Parish Circulars newspapers and radio e.g. opening of
RSL’s, Developers and Parish RSL Newsletters stations to promote Housing Strategy new affordable
Councils. Ensure that the priorities Council Courier successful development Officers housing schemes
of the Council in relation to Radio sites and publicise new
affordable housing are affordable housing Portfolio holder for .
communicated through a range of developments housing & health
media sources
Other newspapers and
publications will be used as
and when the need arises
within their distribution
zones

Use media to promote the


affordable Housing Service
from time to time

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Communication Methodology & Processes Responsibility Timescale Comments
Method Source Process
Champion affordable housing Information Road shows Hold events around the Affordable Housing
throughout the district visiting Sessions Workshops district to promote Officer
Parish Councils and residents to Briefing Sessions affordable housing and its
explain the need for affordable benefits. Have stands Portfolio Holder
housing and the processes showing successful
involved. This could include developments Housing Strategy
seminars and briefing sessions Hold workshops to raise Officers
with Elected Members acting as awareness of affordable
advocates housing priorities, issues,
processes amongst local
councillors and parish
councillors in order for them
to champion affordable
housing within their wards
and parishes perhaps by
holding surgeries in
conjunction with DDC
officers
Arrange specific training
days and events as
opportunities arise
Attend local community
events within the district to
speak to local people to
identify potential housing
development opportunities
e.g. village walks etc

Literature Housing Strategy Produce Fact sheets


Officers FAQ sheet
Packs with all relevant
information placed in them
to be distributed to
residents, community
groups land agents etc
Information Daventry District Include information about Affordable Housing Ongoing
Technology Council Website successful developments, Officer
Websites of other new developments,
organisations stakeholder information, Housing Strategy
processes FAQ’s etc on Officers
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Communication Methodology & Processes Responsibility Timescale Comments
Method Source Process
Daventry District Council
website
- Provide leaflets in a PDF
format to enable them to be
printed
Ask other partner
organisations to provide
some information on their
websites about affordable
housing. Provide the DDC
website address or link
through to the affordable
housing web page
Networking Organisations Identify specific Affordable Housing Ongoing
Community Events organisations with an Officer
Estate Agents interest in affordable
Land Agents housing or who may have Housing Strategy
Partnership land available for Officer
Working development.
Attend local community
events within the district to
speak to local residents with
local knowledge to identify
potential housing
development opportunities
e.g. village walks with
Parish Councils
Speak to local agents about
affordable housing and how
they can help. Ask them to
keep some stakeholder
information packs to give to
any interested parties.
Work with other registered
social landlords and
Northamptonshire local
authorities to tackle issues
surrounding affordable
housing. Hold joint road
shows, briefing etc

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Communication Methodology & Processes Responsibility Timescale Comments
Method Source Process
Contact landowner agents to Office Landowners Speak to land agents Affordable Housing Annual basis
encourage the identification and communicati Land Agents Officer When
release of land especially in rural on methods ACRE opportunities
locations for the development of arise.
affordable housing
Establish a rolling programme of Surveys Parish council & Work with Parish Councils Housing Strategy 3 years
Parish housing needs surveys residents and the local community to
establish the housing needs
within each parish

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6. Appendix

Appendix A – Affordable Housing Panel Recommendations – June 2007

1. Communication

1.1 Develop and implement a communication and marketing strategy that


improves communication between the Council and its partners including
RSL’s, Developers and Parish Councils. Ensure that the priorities of the
Council in relation to affordable housing are communicated through a range of
media sources.

Champion affordable housing throughout the district visiting Parish Councils


and residents to explain the need for affordable housing and the processes
involved. This could include seminars and briefing sessions with Elected
Members acting as advocates.

Responsibility & Timescales

Strategy & Policy Lead Officer & Affordable Housing Officer responsible for
developing the strategy with the Affordable Housing Panel responsible for
reviewing it. (strategy complete by September 2007, with ongoing review)

1.2 Contact landowner agents to encourage the identification and release of


land especially in rural locations for the development of affordable housing.

Responsibility & Timescales

Affordable Housing Officer to make contact with local land agents on an


ongoing basis, results to be relayed back to the Affordable Housing Panel.

2. Information

2.1. Promote Housing Needs Surveys in conjunction with partner


organisations to provide a robust evidence base of need.

Responsibility & Timescales

Partnership Approach with Northants Rural and other Housing Associations


Establish a rolling programme of Parish need surveys (ongoing).

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2.2 Undertake financial evaluations on new developments to ensure that the
Council understands the development economics of individual sites.

Responsibility & Timescales

Planning Policy & Housing Strategy (ongoing as and when sites become
available).

3. Policy & Strategy

3.1 Continue with the ongoing programme of exception site development as


these are vital for the development of small scale affordable housing
developments in rural locations.

Responsibility & Timescales

Partnership approach with Housing Association and Parish Council partners.


(Ongoing).

3.2 Review the exceptions policy with a view to introduce a flexible approach
that takes account of the size, location and infrastructure of a village

Responsibility & Timescales

Planning Policy feeding into the Local Development Framework (timescales


as per the Local Development Scheme).

3.3 Develop and implement a Commuted Sum Strategy to ensure that


commuted sums are utilised in an effective manner throughout the district for
the provision of affordable housing

Responsibility & Timescales

Affordable Housing Working Group. (Ongoing reporting progress back to the


Affordable Housing Group).

3.4 Review the current affordable housing thresholds with a view to lowering
them to a level that will increase the supply of affordable housing.

Responsibility & Timescales

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Planning Policy & Housing Strategy Team through the adoption of the
Affordable Housing Supplementary Planning Document (in accordance with
the Local Development Scheme).

3.5. If need is highlighted, consider the allocation of small scale sites solely for
affordable housing.

Responsibility & Timescales

Planning Policy & Housing Strategy Team through the development of the
Local Development Framework (in accordance with the Local Development
Scheme).

3.6. Ensure that the Affordable Housing policies adopted through the
Affordable Housing Supplementary Planning Document take account of areas
including thresholds, tenure and mix, affordable housing percentages, pepper
potting and design.

Responsibility & Timescales

Planning Policy & Housing Strategy (through the adoption of the Affordable
Housing Supplementary Planning Document, in accordance with the Local
Development Scheme).

4. Legal

4.1 Ensure that all new Section 106 agreements are developed in conjunction
with the Countywide Section 106 good practice guide taking account of areas
including, mix and tenure.

Responsibility & Timescales

Development Control & Planning Policy & Housing Strategy teams (ongoing
when required).

4.2 On rural sites ensure that cascade systems continue to be used in Section
106 agreements that prioritise applicants with local connections for new
affordable units.

Responsibility & Timescales

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Development Control & Planning Policy & Housing Strategy (ongoing when
required).

5. Regional

5.1 Ensure that representation from the district is made in respect of regional
investment in affordable housing.

Responsibility & Timescales

Housing Strategy & Planning Policy Department (ongoing when required).

6. Future of the Panel

6.1 Continue the ‘Affordable Housing Panel’ to promote the development of


affordable housing and to oversee the implementation of the
recommendations

Responsibility & Timescales

Affordable Housing Panel’s responsibility (ongoing)

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