South Liverpool Homes (SLH) has published a new report exploring how clear communication, empathy and openness can challenge widespread myths about who gets social housing - and how housing providers can support colleagues and communities through honest conversations.
The report, Let’s Talk Facts - Who Gets Our Homes, captures the learning and impact of SLH’s 14‑week communications campaign, which ran from November 2025 to February 2026. It brings together customer and colleague insight, campaign outcomes and practical recommendations for housing organisations facing similar challenges.
The report was developed in response to growing confusion and misinformation about housing allocations, particularly during periods of high visibility such as new housing developments. SLH has seen an increase in negative and harmful narratives around who gets housing, often fuelled by a lack of clear information, long waiting times and wider pressures on the housing system.
What the report reveals
The report draws on insight from over 500 customers and front‑line colleagues, highlighting significant gaps in understanding and confidence:
- 76% of customers said they did not understand, or only vaguely understood, how homes are allocated
- Only 37% believed the allocations process was fair
- One third believed immigration status influenced who gets a home, and nearly a quarter believed ethnicity played a role
- While most colleagues were familiar with the allocations policy, fewer than half felt confident explaining it during challenging conversations
The report emphasises that tackling myths about social housing requires more than simply sharing facts, it demands meaningful, empathetic dialogue. It revealed that confusion and misunderstanding surrounding housing allocations are the principal factors driving damaging narratives. While racism contributes to some misconceptions, it is seldom the primary cause; more frequently, assumptions arise during long waiting periods or when information is unclear or unavailable.
By engaging in conversations marked by empathy, honesty and transparency, SLH found that people felt listened to, even when messages were difficult or outcomes were disappointing. This was particularly notable during face-to-face community discussions, where residents appreciated the chance to pose questions directly and receive clear, human responses. Such engagement proved vital in fostering trust and alleviating tensions within the community.
The report further highlights the importance of consistent messaging and visible leadership support. SLH colleagues reported increased confidence when equipped with clear communications and organisational backing, particularly in setting boundaries around unacceptable behaviour. Externally, regular, calm and transparent updates helped to de-escalate online hostility and, over time, encouraged community members to actively challenge misinformation. Collectively, these insights demonstrate that sustained, open communication is essential for building understanding and trust—not as a one-off intervention, but as an ongoing commitment.
Alongside the report, SLH has launched a practical sector toolkit, designed to help housing providers respond consistently and confidently to questions, myths and challenging conversations about allocations.
The toolkit includes:
- Myth‑busting resources addressing common national narratives
- Shared FAQs and short scripts for front‑line teams
- Template responses for social media and stakeholder enquiries
- Guidance on handling racist or harmful comments
- A framework for community engagement events
- Survey templates to gather insight
The toolkit is intended to support housing associations, local authorities and partners facing similar pressures across the country.
Anna Bishop, Chief Executive of South Liverpool Homes, said:
“This report is about being honest - with our communities and with ourselves. Housing is an emotive issue, and when people are waiting for a home, frustration is completely understandable. What we found is that when information is unclear or absent, people fill the gaps with assumptions, and those assumptions can quickly become harmful.
The learning from this campaign shows that we have to talk more openly, not less. By explaining how decisions are made, acknowledging how difficult the reality can be and setting clear boundaries around unacceptable language, we can build trust, even when the message itself is hard to hear.
We know that this isn’t just a south Liverpool issue; it’s a national one. That’s why we wanted to share our report and toolkit with the wider housing sector, so we can start having more confident and consistent conversations together.”