Why you should be talking about the housing crisis

12 Jun

A couple of months ago, we shared our thoughts on the big topics that keep the built environment sector up at night.

One of these thorny issues is the housing crisis.

It’s one of the biggest societal issues of our time with far reaching implications that touch every corner of society. As Hashi Mohamed, says in his book ‘A Home of One’s Own: Why the Housing Crisis Matters’:

It is undoubtedly… a crisis of legislation and policy, of bricks and mortar and planning permission. It is a crisis deeply and ironically embedded in our cultural references, of what it means to be as ‘safe as houses’, safe for a few, and unsafe for so many others. But it is also an economic, social and moral crisis.

Genuine thought leadership on the topic is vital so we can debate the issues and solve the problem more quickly.

And just as when physicist Crick and biologist Watson combined their expertise to uncover the structure of DNA, complex problems like the housing crisis will need a variety of perspectives and new ideas to shift the dial.

Focusing minds on the problem at hand

The topic already commands plenty of airtime from our politicians and newspapers. But this conversation isn’t just for the policy makers.

If you’re on the front line of housing delivery – seeing first-hand the challenges and opportunities – your perspective can cut through the noise. You’ve got expertise on what makes it such a political hot potato and what needs to change to speed up delivery.

The question is, can you help focus minds with your insight on the issue?

What makes the housing crisis worth talking about?

From a marketing perspective, there are plenty of reasons why it works as a topic to help you stand out from the crowd. Why?

It taps into a national conversation. Housing is a live issue that generates headlines and stirs debate. Contributing meaningfully shows you’re on the pulse. Plus, there’s inevitably more opportunities to get noticed by journalists, amplifying your voice.
It’s a simple concept. A home is a tangible asset that we all experience. This isn’t some abstract technical problem that only the select few can follow. That means you can easily connect with your audience and relate to them.
It’s also more complex than at first glance. In the same breath, there are huge complexities, too. This is not just a numbers problem, it’s building the right homes in the right places. And it’s grappling with solving this problem without exacerbating other equally crucial issues like the climate and biodiversity crises. There’s plenty of rich topics to drill down into.
It’s personal. Housing is about more than bricks and mortar. You’d be hard pressed to find someone who isn’t stirred when they hear stories of how children in temporary accommodation are impacted. Aligning yourself with this conversation shows you’re about more than profit; you’re invested in the common good.
It’s a catalyst for content. Once you start talking, you’ll soon realise there’s a lot to say—about planning, sustainability, affordability, social value and more. This opens up a whole suite of content opportunities to fuel your marketing plan.

What you should be doing with it

Thought leadership

OK, we know this is obvious. But you really should be taking opportunities to position yourself as someone who is not only helping deliver but shaping the conversation. This could look like an in-depth blog on one particular aspect or appearing on a panel or round table discussion.

Project stories

Show your network that you can deliver by showcasing your successful project work. And, as we’ve said before, make sure you go beyond the basics. Tell us what challenge you overcame to get the win and how your insight and exptertise was the missing link.

Thematic campaigns

Don’t mistakenly think that one blog on the housing crisis is enough. Keep coming back to this important and complex topic with a series of related pieces of content. That’ll help make it more digestible for your audience and will reinforce your position in their mind as the go-to expert on the matter.

What it could look like

Showcasing its deep insight: VM Finance

Luma client, VM Finance hosted a roundtable exploring one particular aspect of the wider topic: how SME house builders can play a bigger role in addressing the housing crisis.

The team followed it up with a thought piece on the company website and a seat on a panel discussion.

Demonstrating its first-hand experience: Mansell Building Solutions

Specialist contractor, Mansell Building Solutions, has shown its expertise through a series of thought leadership pieces that demonstrate its team has the insight to not only see the nub of the issue loud and clear, but to grasp the solution, too.