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Positioning Propertymark as a voice in the debate on housing and property in the UK
The two main bodies within Propertymark represent estate and letting agents. Both are pivotal to the housing market. Lansons provides public relations, public affairs and broadcast support for Propertymark; we take an integrated approach to reach all their stakeholders on issues that are of importance to members and the industry.
To help position them as a voice in the debate on housing and property in the UK, we recommended a campaign to align them with the future of housing in the UK taken from a longer-term perspective.
With a third party research group, we produced ‘Housing 2025’: a ten year horizon scan of the critical issues facing housing development. This report was utilised directly with Government to influence the discussions on housing supply, and was also a central component for a roundtable discussion dinner with key developers, industry trade bodies, the Mayor of London’s team, and housing groups.
The content from the report was also the central point for a series of ‘town hall debates’ held in six locations across the UK, again involving key stakeholders in the housing debate from developers through to planers, and politicians.
We used the sessions to debate a number of housing issues such as supply and demand, stamp duty, letting agents fees and regulation of the sector to understand the regional differences in housing policy.
We secured Joe Lynam, BBC Business Correspondent to chair all the events to ensure that we had continuity between debates. The regional debates were also an opportunity to film local members giving their views in a series of vox pops. We also engaged local media following the regional events.
The report itself heralded a lot of media interest, but the sum total of the diverse activities created an enhanced understanding of the trade bodies’ contribution to this debate.