Accessing Intermediate Housing

This report presents findings from a research study conducted by Ipsos MORI on behalf of the GLA investigating consumer knowledge, awareness and experience of low cost housing options in London. The study used a combination of an online survey of 554 Londoners potentially eligible for intermediate housing, discussion groups, depth interviews and mystery shopping.

• Awareness of, and interest in Low Cost Home Ownership (LCHO) is high amongst the potentially eligible target group in London. Knowledge of individual LCHO brands is much lower.
• Customer knowledge of how to access LCHO, or find information about it, is low. Many do not know where they would go for more information. For a majority, the HomeBuy Agents will not be their first port of call.
• Misconceptions about LCHO are common, and prevent some eligible Londoners from applying:
  • A third of those who consider LCHO but do not apply, do so because they mistakenly believe they are not eligible because they earn too much.
  • Almost half of eligible Londoners believe you must be a Key Worker to access LCHO.
  • Three quarters think that to be eligible for LCHO you must earn £30,000 or less as a single person – half the actual threshold of £60,000. Over 60% think couples must earn £40,000 or less.
• Newspaper advertisements and articles, and word of mouth messages from family and friends are the most common sources of initial information about LCHO. The internet was also commonly used to find information.
• Customer experiences of the process of applying for LCHO present a mixed picture. Feedback on the application form was generally positive and applicants felt it was straightforward. The Housing Options website was considered useful, but was often found only after visiting other less helpful websites.
• Many customers find the application process frustrating due to lack of regular communication, unrealistic timescales and pressure from housing associations. Customers are seeking a clear customer focus and transparent uncomplicated information on the options and products available.
• Some of the dissatisfaction expressed by customers suggests that the process after a ‘successful application’ is more onerous than buyers expect, and that their expectations may be unrealistic. Greater openness about the process ahead might help manage applicants’ expectations more successfully, and equip them to navigate the journey towards securing an intermediate home.