Transforming social housing with data-driven insights:  

The social housing sector is on the brink of transformation, powered by data-driven decision-making and innovative approaches to asset and customer management. By aligning customer insights with asset segmentation, housing providers can tackle long-standing challenges such as inefficiency, compliance, and customer welfare. This approach is not just about ticking regulatory boxes; it’s about rethinking how we serve communities and create sustainable, adaptable housing solutions. 

This blog, authored by Mike Craggs, Innovation Lead, and Kieran Poynton, Director of Data and Analytics at Bromford Flagship, explores how housing associations can harness the power of data and a people-first mindset to transform tenant outcomes and streamline operations. Drawing on practical examples from sector leaders like Bromford Flagship, this blog highlights how technology, customer segmentation, and predictive analytics are reshaping the future of housing. These innovations are viewed through the lens of ‘place’ and place-based working – an approach explored in more detail below. 

What is Bromford Flagship’s approach to place and place-based working? 

The approach is about understanding and responding to the unique characteristics and needs of specific geographical areas and the communities within them. It moves beyond a one-size-fits-all model, recognising that different places have different demographics, social dynamics, economic opportunities, and challenges. 

Key elements of this approach include: 

• Holistic understanding: Gathering deep insights into the social, economic, and environmental context of a specific ‘place’. This means looking beyond just the housing stock to understand local services, employment, transport links, community networks, and resident aspirations. 

• Tailored solutions: Developing services and interventions that are specifically designed for the needs identified in a particular place, rather than generic offerings. 

• Community empowerment: Working with residents and local partners (such as councils, charities, and community groups) to co-create solutions, fostering local ownership and resilience. 

• Long-term vision: Building sustainable communities by investing not just in bricks and mortar, but also in social capital, local economies, and the well-being of residents over the long term. 

• Data as an enabler: Using data to inform this deep understanding of place, to segment communities effectively, and to measure the impact of interventions. 

In essence, it’s about seeing communities as dynamic ecosystems and tailoring Bromford’s efforts to foster thriving environments where residents can flourish, directly informing how they leverage data to deliver better outcomes. 

The reality of the current housing model 

For over 25 years, the housing sector has operated under static investment models. The traditional approach is focused on maintaining “decent homes” compliance, achieving tick-box metrics, and responding reactively to problems. However, this model fails to align with tenants’ evolving needs or capitalise on the wealth of data now available. 

Key issues with the current model: 

• Reactive repairs: Maintenance runs reactively based on issues reported by tenants, rather than proactively addressing potential risks. 

• Undersized homes: Many homes are built smaller than needed, with limited adaptability for growing or diverse families. 

• Disconnected technology: IoT (Internet of Things) and other smart tools are installed in homes but are often not used effectively, leaving valuable data untapped. 

• Static asset perception: Assets are treated as fixed entities, disconnecting them from the agile, changing needs of the families living within them. 

The result? A housing sector stuck in a cycle of inefficiency, with a growing gap between tenant needs and operational insights. 

The case for data-led change 

The shift towards a data-driven model enables housing associations to blend customer insights with asset management strategies. This data-informed approach promises to not only improve efficiency but also enhance tenant satisfaction and community wellbeing, fitting perfectly within the approach to Place. 

Why data matters in housing: 

• Predictive analytics for proactive maintenance reduces costs and improves tenant living conditions. 

• Enhanced customer segmentation tailors services to diverse tenant needs, delivering more personalised and effective support. 

• Agile asset management creates homes that can adapt to changing family dynamics and cultural differences. 

• Targeted compliance metrics ensure resources are used efficiently to align with evolving regulations. 

Key applications of data in social housing 

To illustrate the potential of data in social housing, let’s explore how Bromford Flagship has turned innovative thinking into practical results across key areas, demonstrating their Place-based approach. 

1. Predictive maintenance and repairs 

Using predictive analytics, Bromford Flagship reduced the inefficiency of reactive maintenance models. By analysing factors like occupancy rates, building age, and even local weather conditions, their tools predict issues such as condensation, damp, and mould before they arise. This proactive stance significantly benefits the well-being of residents within specific places. 

Benefits: 

• Reduced operational costs by minimising emergency repairs. 

• Improved tenant satisfaction through faster resolution of issues. 

• Enhanced compliance with regulatory standards. 

2. Customer segmentation and dynamic services

An innovative segmentation approach identifies key tenant profiles, such as young families, ageing populations, and those with accessibility needs. By understanding these unique needs, services can be adjusted to create a better tenant experience, directly addressing the diverse requirements found in different places. 

For example: 

• Education and employment support: Data insights revealed clusters of tenants interested in job opportunities within specific neighbourhoods. Bromford organised local events for CV writing and interview coaching, empowering tenants to boost their economic mobility in those particular places. 

• Cultural and religious considerations: Asset designs were adapted to reflect diverse living preferences, such as larger spaces for multi-generational households or culturally appropriate layouts, demonstrating a nuanced understanding of place-based needs. 

3. Adaptive asset models

Traditional homes are rigid in design, assuming homogeneity in tenant lifestyles. The Bromford Flagship approach aims to introduce life-cycle thinking, where homes are aligned with the changing needs of their occupants over time.  

Consider a young couple starting in a compact home. Over the years, as their family grows, they may require larger spaces. Later, in retirement, they may wish to downsize to an assisted living environment. By using data to create “homes as pathways,” Bromford Flagship aims to ensure that tenants enjoy housing that evolves with them, offering tailored options within their chosen places. 

4. Proactive complaint resolution

Through Natural Language Processing (NLP), Bromford Flagship analyses tenant feedback to detect sentiment and identify dissatisfied tenants before they formally raise complaints. This empowers neighbourhood coaches to intervene early, turning potential problems into opportunities to strengthen tenant relationships and address specific issues within a given place. 

For example, tenants expressing frustration with slow repairs were identified early via text analysis. This feedback was turned into actionable insights, leading to operational adjustments and improved service delivery in targeted areas. 

5. Supplier and contractor performance

Bromford Flagship also monitors contractor efficiency and quality through segmentation and league tables. By identifying top-performing suppliers, they’ve created benchmarks to drive improvements across their network. 

The outcome is consistently higher-quality work from contractors and an improved tenant experience, with fewer service delays, enhancing the overall quality of their assets and services in every place they operate. 

A new vision for social housing 

By integrating customer, asset, and place segmentation, Bromford Flagship seeks to unlock a balanced service model. This means serving tenants as individuals, not just as data points, while ensuring assets remain sustainable and compliant. This deeply embedded understanding of Place and Place-based working is central to their strategy. 

Key takeaways for housing providers: 

• Adopt predictive analytics to identify and resolve maintenance issues before they escalate. 

• Develop customer profiles to personalise services and better meet tenant expectations. 

• Break down data silos across departments to create unified, actionable insights. 

• Use place-based models to address the specific needs of different communities. 

• Invest in data literacy to embed a culture of data-driven decision-making across teams. 

Driving change with purpose 

Innovation and change can feel daunting, but starting small often leads to the biggest impact. Bromford Flagship began their transformation journey with pilot projects, using data-driven initiatives to demonstrate value before scaling across the organisation. By engaging their board early and focusing on clear, measurable outcomes, they secured the buy-in needed for long-term success. 

This approach reflects a broader truth: the future of social housing lies in the integration of data, people, and purpose, all underpinned by a deep understanding of Place. Providers that embrace this mindset won’t just deliver better homes – they’ll help build stronger, more resilient communities. 

Are you ready to harness the power of data in your organisation and embrace a place-based approach? Start by assessing your current data practices, identifying gaps, and exploring pilot projects to demonstrate tangible benefits. The potential to revolutionise your operations and improve lives is immense. 

Mike Craggs presented this topic at PfH Live 2025