Launched in style

On 1^st April ‘Homes within Reach’ was officially launched at a high profile event in Cardiff. During a sponsored drinks reception within the Hilton Hotel, Pete Cahill, Chief Executive of V2C, delivered a short speech to over 100 housing professionals from across Wales. He outlined the concept of ‘Homes within Reach’ and the benefits it will offer not only first-time buyers but also local authorities and the Welsh Assembly Government in achieving their affordable housing objectives.

The launch event was part of a larger promotional campaign aimed at raising awareness of ‘Homes within Reach’ amongst the housing sector at the TAI 2008 conference. Other key promotions included sponsorship of the ‘Internet Café’ and an exhibition stand to discuss the detail of the initiative with housing professionals.

Key messages – What we’re trying to say about ‘Homes within Reach’

·        ‘Homes within Reach’ has been created to provide a professional vehicle on which low cost home ownership can be delivered (across Wales).

·        The concept is about providing a service that has the needs of potential first-time buyers at its core. Homes within Reach is about understanding the needs of first-time buyers and providing affordable housing to meet those needs.

·        Homes within Reach will deliver a high quality ‘buyer experience’ indistinguishable from private sector development. It will be an exciting experience for buyers providing opportunities for those who can’t afford to buy on the open market. In addition the scheme will act responsibly in terms of assessing affordability and unnecessarily raising expectations.

·        The ‘One Brand’ concept will allow a ‘One-Stop-Shop’ of affordable housing to be delivered for all customers:

One website – www.homeswithinreach.co.uk

One telephone number – 0800 294 0195

One email address – homeswithinreach@uwha.co.uk

·        Homes within Reach   is   about   providing   consistency   to   a   very   complicated   LCHO*   market.  It will help to limit the confusion that currently exists around the range of buying options and scheme names.

·        Homes within Reach will enable housing associations, local authorities, and developers to deliver a seamless service from the customers’ perspective. Yet at the same time be sensitive to the specific requirements of varying allocation procedures and waiting lists.

·        Homes within Reach will provide a more professional approach that is attractive to both developers and potential customers. It will combat the negative perception that exists around affordable housing and present itself as a serious contender for many first-time buyers.

·        The brand has great potential for growth. It has been designed for use across a number of local authorities, housing associations and developers. It can act as an affordable housing portal through which a range of organisations can meet their individual objectives.

*LCHO – Low Cost Home Ownership

22nd April 2008