Good Place Lettings officially launches in London: A new vision for the private rented sector
On Wednesday, 22nd October, we welcomed friends, partners, supporters and colleagues to Euston's Impact Hub for the official launch of Good Place Lettings (GPL).
The event marked a milestone for GPL – a joint venture between Crisis and Homes for Good, proudly funded by Lloyds Banking Group and The National Lottery Community Fund.
Our mission at GPL is to help people experiencing homelessness and those on low incomes to find comfortable, affordable homes in London. The evening was not only a celebration but a chance for guests to learn more about the housing and homelessness crises facing the capital and how GPL’s socially driven model can fuel real change for Londoners.
During the event, we also shared stories from landlords and tenants across London already working with Good Place Lettings, proof that our approach is already having an impact.
In his keynote speech, Tom Copley, Deputy Mayor of London for Housing and Residential Development, shared a staggering statistic: one in 21 children in London is homeless and living in temporary accommodation – the equivalent of one child in every London classroom.
Jasmine Basran, head of campaigns and policy at Crisis, expanded on the scale of the crisis, revealing that around 170,000 Londoners, including 90,000 children, sleep in temporary accommodation each night. Last year, some 13,000 people slept rough on London's streets.
Despite these stark figures, the mood was positive. We celebrated a new, ethical approach to London’s private rented sector – one rooted in accountability, clear communication, transparent fees and tenancy support.
GPL founding board member, Susan Aktemel, spoke passionately about the shared values of Crisis and Homes for Good, which led to the creation of GPL: “We care about people getting homes, and we understand the potential for the private rented sector to create that supply, particularly for people who are experiencing homelessness. We know there's not enough social housing, so let's make the private rented sector work in the best way we can.”
A highlight of the event was the announcement by Matt Downie, another founding board member, that GPL had just housed its first Crisis member, enabling him to come out of homelessness and move into his own home in north London. “He won't have to go through the nightmares of the normal route out of homelessness,” said Matt. “He’ll have a home of his own. And for the first time in nearly 60 years, Crisis is on a new journey because of what that wonderful landlord is doing and the example Susan has set.”
Director of GPL, Ben Rayner, concluded the speeches with a call to action. “To everyone here tonight, I ask you to assist us with our mission to continue growing. We need to work with more good landlords.”
Further quotes from the Good Place Lettings launch:
“Good Place Letting’s vision is all about helping good landlords do good business and helping tenants find a safe place to call home. We're starting in London, but our ambitions are wider. We want to prove that with the right approach and the right support, the private rented sector can be a key part in ending homelessness across the UK.” Richard Donnell, Independent Board Chair of Good Place Lettings
“We had a brilliant opportunity from the lottery to replicate our model and try that out. And the first place I said I wanted to do it was London. A couple of people said to me, ‘Why London? The private rented sector and housing is really hard in London.’ And I said, ‘Well, that's why London. We need to go where there is the biggest need and there is the potential for the biggest change. And we’re up and running. We've got a beautiful office in Brick Lane, we have a brilliant board, we've a great team, and we're open for business, managing properties all over London.” Susan Aktemel, Founding Board Member of Good Place Lettings
“No one needs convincing that homelessness is bad. But sometimes, people need convincing that there are real solutions out there. We've always known, and I've always wanted to make it clear, that the private rented sector can and should be a successful place to prevent homelessness and to come out of homelessness and have a successful life. And just move on with life.” Matt Downie, Founding Board Member of Good Place Lettings
“[Behind the homelessness figures] there are people with dreams, aspirations, potential and so much will to move on with their lives, who are coming up against a blocked system with housing and homelessness. And that's why Good Place Lettings is so critical and brings that injection of hope. It’s a model built on responsibility, fairness and purpose. This is about systems change in action. Some of the bigger, long-term shifts we need to see on homelessness might take a really long time, but we can show right now, right here, the difference we can make on a daily basis and deliver homes one by one for the people who need it most.”Jasmine Basran, Head of campaigns and policy at Crisis
“Good Place Lettings has a key role to play in making renting better, particularly for more vulnerable groups, those recovering from personal crisis, or those who are otherwise excluded from the private rented sector.” Tom Copley, Deputy Mayor of London for Housing and Residential Development
“When I first heard of Good Place Lettings and met Matt and Susan, I instantly understood the impact I hoped to make within the private rented sector. To inform landlords of the way to make better use of the letting fees that must be paid, and for them to receive a personal customer service from a trusted partner. But also to be part of a team that supports people experiencing homelessness and on low incomes to find good-quality, affordable homes and partner them with the right landlords. Combining these two things ticks so many boxes when I think about my own personal values, and it delights me to look back on some of the trials and tribulations in the last year and see the reality of our progress.” Ben Rayner, Director of Good Place Lettings
