Building Trust in Shared Ownership: Why Consistency Matters

At UKREiiF 2025, panellists highlighted the urgent need for the sector to adopt a unified code of conduct, standardising everything from staircasing to resales. It’s a conversation long overdue.

For Housing Associations and Registered Providers, this is not just about administrative clarity — it’s about protecting the integrity of the Shared Ownership model and enhancing buyer confidence for the long term.

The Problem: Fragmentation
In today’s market, the buyer journey varies wildly depending on the provider. Processes, timelines, communication styles, and even terminology are inconsistent. This leaves buyers feeling confused and wary — and gives critics of Shared Ownership more fuel.

Without consistency, it’s easy for misinformation to spread, and harder for the sector to present a united front to government, media, and potential customers.

What a Code of Conduct Could Offer:

1. Clear Principles for Communication
   Set standards for how buyers are informed of key processes like staircasing, valuations, and fees — including when and how updates should be shared.
2. Standardised Timelines
   Agree on response times, application turnaround benchmarks, and best practices for follow-up.
3. Simplified Language
   A shared glossary of terms and buyer-facing explanations would help reduce the complexity of an already niche product.
4. Support & Signposting
   Ensure every provider is pointing buyers to the same high-quality, impartial guidance tools — whether digital or in-person.

Why It Matters
We cannot scale Shared Ownership if trust in the product is fractured.

With rising demand, limited supply, and increased scrutiny, now is the time for Housing Associations to collaborate on a consistent framework that benefits all buyers — not just those with access to the best-run schemes.

The Role of SOWN
As a specialist in Shared Ownership sales and resales, SOWN works with partners across the sector to ensure that we always represent the product with clarity, professionalism, and buyer-first thinking. We would welcome the opportunity to contribute to — or even co-develop — a shared Code of Conduct that reflects the values and ambitions of today’s affordable housing leaders.

Let’s give Shared Ownership the strong foundation it deserves. One voice. One standard. One trusted product.