We need the government to be a positive voice for shared ownership – not to tweak it too much

We’ve made this commitment because we appreciate that, as a housing association, we need to play a key role in the promotion of shared ownership.

That’s why we’ve been heavily involved in the National Housing Federation’s efforts to boost the profile of the tenure. It’s also why we launched our own shared ownership campaign, ‘Another Way’, in 2017.

“While I wouldn’t suggest the current approach is perfect, it has stood the test of time and the primary focus must now be giving it the backing it needs”

However, we also believe a commitment from Whitehall is needed to drive this initiative forward.

The consultation, launched by housing secretary Robert Jenrick in August, shows Westminster is taking the tenure seriously. But, as the government looks for the sector’s guidance on where to steer shared ownership, I think some fundamental pillars need to form the basis of its approach.

I would like to see a firm commitment to the existing model. While I wouldn’t suggest the current approach is perfect, it has stood the test of time and the primary focus must now be giving it the backing it needs.

Commitment to the model is the first step. But beyond that, we also need to see more done to communicate the benefits of shared ownership and the people it can help.

Awareness of the tenure is increasing all the time, but there is still much more to be done to educate people about how it works and why it could be an option for them.

Our own research for ‘Another Way’ uncovered widespread misunderstanding around key elements of the tenure, even among those who had used it – 60% of shared ownership homeowners didn’t know they could move from an existing home to another property, for example.

That’s why it is so important that the government focuses as much attention on getting its messaging right and educating the public on shared ownership as it does on the model itself.

To that end, it needs to lead a change in the way we talk about shared ownership. An important aspect of this is the need to simplify the language surrounding the tenure. Part of the education challenge we face is the jargon used in relation to shared ownership and the needless barriers it creates for the very people it is supposed to help.

“Too often, staircasing is used as the only barometer of success. Instead, we need to start talking about shared ownership as a form of homeownership in its own right”

We must also alter how shared ownership is positioned and stop billing it as a halfway house between renting and traditional ownership.

Too often, staircasing is the only barometer of success used. Instead, we need to start talking about shared ownership as a form of homeownership in its own right. It is not just a stepping stone – it offers people security and a stake in their own home, regardless of whether they increase their share to full ownership or not.

The housing sector must, of course, do a fair amount of the heavy lifting when it comes to ensuring shared ownership reaches its full potential. But government must play its part.

Legislative changes, such as the stamp-duty holiday announced last year for shared-ownership buyers, are important steps. But I am doubtful of how many more small tweaks to the model really need to be made.

What’s holding shared ownership back now is not the design. Rather, it is perception and the conversation around it. The government has the capability to be a very prominent, positive voice in that dialogue.

I am hopeful it will take the opportunity to raise awareness and understanding, and to encourage more people for whom shared ownership could be the key to owning a home to take it seriously as an option.

Amy Nettleton, assistant development director – sales and marketing, Aster Group