New image on the streets

What the experts say

David Walker, commentator
The rebranding didn't have much immediate impact in the eyes of the public. The mainstream media's habitual indifference to non-owner-occupied housing stories can be blamed, but couldn't the National Housing Federation have had a few column inches?

Meanwhile, indifferent to the rebranding, Whitehall is asking big questions that will affect housing associations' operations and identity. Several departments, the ODPM among them, are revisiting a classic policy issue: should support for disadvantaged people be targeted by area or income or put into mainstream programmes?

The target of NHF lobbying should not be so much the deputy prime minister as the home secretary: it would be interesting to know if this old municipalist regards registered social landlords as allies on the crime and disorder front. The rebranding does not have an obvious fit with the "new localism" that was all the rage at the political conferences. But where do RSLs fit in? Housing bodies can be portrayed as undemocratic implants exercising authority over tenants and, sometimes, using their rents for all manner of unaccountable purposes. There was the home secretary last week suggesting we should be electing police boards in local areas; Frank Field MP wants elections for local magistrates. In Business for Neighbourhoods is, by contrast, behind the curve on questions of civic participation and local control.

But perhaps that's too "national" a picture. The NHF plan is a rubric under which different RSLs will reappraise their local commitment in the light of local circumstances. A number are already walking the walk and demonstrating their intense involvement in the economic and social fate of particular places. The trouble is, the philosophy behind this rebranding sits uneasily alongside the commercialism, growthmanship, pretend big-business acumen and high salaries that have come to characterise the sector of late. This could turn out to be a highly divisive exercise.

David Walker writes for the Guardian

Laurie Cross, Councillor
Hopefully this project will provide the impetus for many housing associations to improve their performance. In my 24 years as an elected member, I have had serious concerns about the failure of some RSLs to be sufficiently sensitive to the needs of tenants and the communities they serve.

Housing associations are generally good at providing good-quality affordable housing and maintaining properties. Many are less successful at the more difficult tasks of involving tenants in service delivery, meeting special needs, handling complaints and dealing with antisocial behaviour.

This weakness in performance by some can largely be explained by their failure to work more closely and in partnership with community groups and organisations. My county council urban electoral ward, with a population of about 12,000, contains numerous RSL homes. Yet I know very little about the policies, strategies, business plans, complaints procedures or personnel of the RSLs operating in this area. I never receive newsletters, mailshots or invitations to annual general meetings. This is light years behind the best practice found in enlightened RSLs, councils and community groups.

If the rebranding is to move the sector forward, many RSLs will have to learn better networking and partnership.

Cllr Laurie Cross, Labour Group Office, East Riding of Yorkshire council

Anthony Lawton, Centrepoint
I welcome the rebranding to force questions of the sector about what we are and for whom and with what values – and to communicate the results and live them. But there are notes of caution to be sounded.

The young people that Centrepoint works with do care about neighbourhood, but many of those at risk of homelessness may not feel that they have one. They first need to build on the firm foundations, including accommodation, which Centrepoint and others provide, in order to engage with other community members effectively.

Our concern for neighbourhoods must not engender an indiscriminate backlash against so-called antisocial behaviour. At the conference, it was clearly inferred that every tenant wanted to tackle such behaviour, a sentiment that any active citizen would support. But we must also remember that hanging around on street corners is part of being young. Public space is for all people, including the young. There is a real danger that a concern for antisocial behaviour in the context of neighbourhoods becomes an improper, illiberal suppression of opportunities for young people, and that it fosters local regimes that drive out concern for those who are or risk being on the streets.

Anthony Lawton is the chief executive of Centrepoint

10 ways to make it work

In Business is all about community involvement. But what practical steps can registered social landlords take to turn neighbourhood rhetoric into reality?

• Join local strategic partnerships, the non-statutory bodies that bring together public, private, voluntary and community sector bodies to decide about priorities and funding.
  
• Get involved in your local crime reduction partnership.
  
• Send staff for training at a regional centre of excellence in regeneration.
  
• See how you can give tenants a better service by sending out an employee as a "mystery shopper".
  
• Draw up a tenant participation policy statement.
  
• Many local councillors have no links with RSLs in their areas – get in touch with your local elected members.
  
• Recruit local labour – for example, in construction projects or child-minding clubs for single parents.
  
• Sponsor a breakfast club at the local school or community centre.
  
• Offer work experience to local college students or even set up apprenticeship or trainee schemes.
  
• Set aside a meeting room for use by different faith groups.

The housing professionals' view

Kathryn Arbery common housing register manager, New Downland Housing Association
"I think the rebranding is a great idea. We were one of the first to transfer 10 years ago and after all that time, tenants still think their house is council owned and run. People are confused about what we do and this will open some eyes."

Anne Knight head of human resource management, Circle 33
"Lots of people who join associations from other sectors are not very clear at first about the work we do. If the rebranding is effective in improving the recognition of the sector and selling it as a positive force, it can only help to encourage people to want to work for us.

Peter Hughes service team leader, Focus Housing
"With the massive changes in the sector over the past few years, the general public have lost sight of what housing associations are and what they offer. The NHF's rebranding exercise will heighten awareness and generate interest and demand, particularly in areas where the market is falling."

Stuart White director of business strategy, Bradford and Northern Housing Association
"Housing associations need to raise their profile and this is certainly the right way to go about it. Tenants don't realise how much their landlord can help them. Putting themselves out there and letting people know what they do will make it a lot easier for the tenant and the housing association."

Caroline Thompson head of policy, Circle 33
"It needs to be done. Some tenants feel RSLs are like private landlords and act accordingly – but we offer a lot more protection and services than many tenants think and this is an excellent way to get it through to them. The misunderstanding needs to be sorted out – it's good to know your landlord is on your side."

Dave Saxon neighbourhood relations manager, Brent Housing Partnership
"Not to even know the name of the housing association that owns your house shows that the rebranding is needed. It's important for housing associations to be well known."