EUKN - European Urban Knowledge Network - Incentives and beyond? The transferability of a rewards scheme for good tenants

Incentives and beyond? The transferability of a rewards scheme for good tenants

Introduction

The “Gold Service” scheme operated by Irwell Valley Housing Association in Manchester is an approach to housing management which includes offering incentives to tenants designed to encourage a feeling of them having a stake in their home and tenancy.

Problem

Prior to the introduction of the Gold Service, the housing association had found it was focusing its efforts on problem properties and families, eg anti-social behaviour, crime, drug dealing, vandalism and abandonment.

Description

This document:

presents an evaluation of the Irwell Valley Housing Association Gold Service Scheme, based in Manchester, which offers incentives to tenants to encourage a sense of having a stake in their home and tenancy;
describes the implementation of the scheme, the aims, benefits of membership, eligibility for membership, membership levels and residents' views of the Service;
includes an evaluation of the Castle Vale Housing Action Trust VIP Gold scheme in Birmingham, an adaptation of the Gold Service scheme;
presents the views of six social landlords who have expressed an interest in Gold Service, regarding adapting the model to their needs;
considers the transferability to other social landlords of the success of the Gold Service in influencing tenant's behaviour in a positive way; and
highlights lessons which may be relevant to the development of policy or design of equity stakes schemes.

Approach

The Gold Service rewards good conduct by allowing residents to become Gold Service members and thereby access a range of incentives. Incentives include:

vouchers of £1 per week which can be redeemed in retail stores;
negotiated discounts;
education grants;
discount insurance; and
improved repair response times and preferential treatment in the replacement of bathrooms and kitchens.

To be eligible for membership tenants need to have no rent arrears or notices for anti-social behaviour or other tenancy breeches.

Results

The scheme has made tenants who keep to their tenancy agreement feel valued, and it has had a positive impact in encouraging tenants who are on the margins of being “good” tenants. To be sustainable, the approach needs to be embedded in the organisation as a whole, and changing tenant profiles need to be taken into account. The research suggested that the Gold Service approach could be adapted by other social landlords.

Beneficiaries

Beneficiaries are the “good” tenants who receive the incentives, and also the tenants on the margins of being “good” whose good behaviour is reinforced. The objective of the scheme is to improve life for all the tenants on the housing estate.

Resources used

There are significant costs involved in implementing a “Gold Service” scheme, from assessing the most suitable scheme, adapting it to meet the needs of the organisation, and actual implementation. Costs include consultants’ fees, staff training, marketing materials, members’ magazines, and purchasing the “rewards”.

Contact info

Irwell Valley Housing Association
Mr Tom Manion, tel. +44 161 610 1000

Project start date

01/10/1998

Links

Irwell Valley Housing Association Office of the Deputy Prime Minister (now Department for Communities and Local Government)

Incentives and beyond? The transferability of the Irwell Valley Gold Service to other social landlords (PDF, Eng, 100KB)

Document type

case

Themes

Urban Policy > Housing > Housing management

Keywords

Tenant management