Unlocking community potential with place-based working

At Bromford, we’re building on the success of our Neighbourhood Coaching model to enhance our strong Tenant Satisfaction score of 85%. This shift is rooted in place-based working — a hands-on approach that deepens our commitment to connecting with customers and creating stronger, more connected communities.

Place-based working flips the traditional, one-size-fits-all approach. Instead of starting with assumptions, we begin by understanding a community’s unique challenges, strengths, and connections. From there, we collaborate with local people to co-design services that truly fit their needs.

Paul Taylor , Bromford’s Innovation Coach, explains: “It’s about starting with the place, not our resources. This means looking beyond the properties we own to consider the entire ecosystem of a community — its people, spaces, and networks.”

This approach is guided by four key principles:

• Collaboration from the community: Decisions are shaped by local knowledge, ensuring initiatives align with real priorities rather than assumptions.
• Diversity and flexibility: Every community is different. Tailored solutions replace one-size-fits-all policies.
• Efficiency through partnership: Working with local organisations, authorities, and customers combines resources for better, more efficient outcomes.
• A long-term vision: Place-based working is a lasting commitment to building thriving communities, not a quick fix.

Our experience with neighbourhood coaching has shown the value of local connections. We’ve also drawn inspiration from sectors like health and local government, which are ahead in adopting place-based approaches.

We’re starting with pilot projects in Staple Hill (South Gloucestershire), Lichfield (Staffordshire), and Moreton-in-Marsh (Cotswolds). Each location will shape its own vision and success measures, and the lessons we learn will help us expand this model across other communities.

Place-based working will bring significant changes to how we operate. Customers will benefit from quicker, more personalised support and less frustration from being passed between teams. Colleagues will have more freedom to make local decisions, fostering collaboration and a stronger sense of purpose. For our assets, this means smarter, community-focused investments in homes and shared spaces.

Ultimately, place-based working aligns with our purpose: helping customers thrive. By understanding the broader dynamics of each area, we can support not just individual households but entire communities. Whether it’s connecting customers to local resources, rethinking how we invest in homes, or partnering with other organisations, this approach has the potential to drive meaningful, lasting change.

This is a long-term journey. Place-based working is about continually learning and adapting. We’re eager to connect with others exploring similar approaches to unlock the full potential of the communities we serve and create places where everyone can thrive.