Drop-in-Session & consultation responses
The Control of Letting Board in Newcastle Consultation and Communication Strategy 2011
Consultation Report November 2011
Introduction and Overview
Following on from the introduction of revised Voluntary Code on Letting Boards in 2009, Newcastle City Council undertook a consultation exercise during September to 04th November 2011 to further review the effectiveness of the 2009 Voluntary Code and to obtain an update on the opinion of stakeholders affected by or operating in the proposed areas on the use, impact and control of letting boards.
The results of this consultation will be used as evidence to support the Council’s
proposal to seek further controls in the use of letting boards in these areas, and also to
help determine the criteria in the resultant new guidance.
An informal drop-in consultation event was held to ensure stakeholder groups were consulted. Participants were invited either personally by post, email, or via the
advertisement of events on Newcastle City Council and partner websites. Despite this,
attendance at the event on 18th October 2011 was disappointing.
An online questionnaire was also used to establish stakeholder views. A copy of the questionnaire can be found at Annex 1.
Consultation Events
Informal drop-in session 18th October, 2011
At the event a presentation was given, which gave an overview ofbackground, issues, effectiveness of the revised 2009 Voluntary Code and proposed future action. A feedback form was distributed to participants in order to understand
stakeholder views, which can be found at Annex 2. Attendees had opportunity to askquestions and provide input at the events.
The event, along with background details and information concerning the proposal totake further action in the control of letting boards was also publicised on the internetsites of Newcastle City Council and the National Landlords Association. Details andwebsite links were also sent to the Council’s list of private landlords., letting agents, resident associations and universities. An article was published in the Evening Chronicle on the 22nd September 2011.
A total of 110 completed questionnaires were received by the Council. In addition, a further 14 written responses were received. Results of the information provided by respondents are summarised below.
Questionnaire Results
Question 1 asked for the postcode of the respondent.
Area of Letting Boards
Question 2a asked if the respondent was concerned about the number of residential letting boards in their neighbourhood.
85% of respondents said that this was a concern, which indicates that the introduction of voluntary measures in December 2009 was not successful, and further measures are required.
Question 2b asked for the reason why respondents (who answered ‘yes’ in question 2a) were concerned.
Respondents generally felt that the number of lettings boards in their neighbourhoods gave a bad impression of the area, which not only had a negative impact on the appearance and character of the areas, but could also give the impression that:
- these areas are transient;
- properties are often empty (and hence attract burglaries and vandalism);
- these areas contain high levels of rented properties, which in turn could give the
- impression that the properties are not being well maintained;
- there is a high student population, which could be off-putting to families wishing to
- move into the area.
A number of respondents said that the lettings boards were an eyesore that made areaslook undesirable. Many mentioned that boards appeared to be left on display whether the properties were empty or not, which could attract burglaries and amounted to unjustified advertising for the lettings agency or landlord.
Detailed responses of both the questionnaire submissions and feedback forms can be found at Annex 5 and 6.
Effectiveness of the Voluntary Code in 2009
Question 3 asked if respondents were aware of the revised voluntary Code introduced in 2009? Nearly 23% replied that they were unaware.
Question 4 then went on to ask respondents if they thought that the number of letting boards displayed had reduced since the introduction of the Code.
Nearly two-thirds of respondents thought the number of letting boards had not been reduced as a result of the introduction of the Voluntary Code, which again indicates that the Code was unsuccessful in achieving its objectives. Only 13% answered that they thought the letting boards levels had reduced since the Code’s introduction in 2009.
Question 5 asked if the respondents thought that letting agents were being removed quicker since the Voluntary Code was introduced. Only 15% responded that they thought they were, with 85% saying the opposite.
Support for the Control of Letting Boards
Question 6 asked if respondents would be supportive of the Council taking further action in order to control the display of letting boards. The response was overwhelmingly supportive with 87% stating that they would.
Question 7 asked for general comments, with the following issues being raised:
- Respondents generally believe the number of boards has reduced, following the introduction of the Code
- Any Direction must be enforced by the Council
- Boards are left up to long, and used as general advertising;
- Many properties have more than 1 board up
- Off putting for family buyers
- Some contain offensive wording such as “Lets Party Here”
- Overall support for a mandatory code in worst affected areas
Conclusion
It is clear from the results of the consultation event and the questionnaire that, while
there are some reservations, the vast majority of stakeholders are in support of furtheraction by Newcastle City Council to help control the display of letting boards within theproposed areas. Further to this, it has become apparent through both
consultation and monitoring of letting boards, that the Voluntary Code introduced in
2009 remains ineffective. Letting boards continue to have a very negative impact on certain neighbourhoods in the City, and this needs to be further addressed.
The Control of Letting Boards in Newcastle
Ongoing Consultation and Communication Strategy 2011
Contents
1. Purpose
2. Background
3. Objectives
4. Methods and tactics
5. Stakeholders
6. Key issues / risks
7. Communication channels
8. Marketing and communications principles
9. Branding
10. Resources
11. Evaluation
1. Purpose
The purpose of this Marketing Strategy is to provide a coordinated and effective framework forcommunicating and marketing the way letting boards are controlled across certain areas of the City. The Strategy will ensure that letting agents, landlords, residents and all stakeholders are aware of the proposals that the Council is submitting to central government, and the changes which will come into force if the submission is successful.
2. Background – Where Are We Now?
Working alongside local landlords, lettings agents, residents and universities, Newcastle City Council is looking to control the use of 'To-Let' boards displayed on residential properties in certain areas of the city. Large amounts of 'To-Let' boards are an unattractive eyesore upon many streets in Newcastle, particularly in neighbourhoods containing many private rental properties, mostly catering for the student market. They can be off putting to potential family buyers and renters, and act as an advertisement to would be burglars. Following consultation in 2009 a revised Voluntary Code was introduced which was designed to restrict the size, position and numbers of residential lettings boards in selected areas across the City. Almost fifty landlords and letting agents signed up to the Voluntary Code and local residents worked hard to monitor its progress. Unfortunately, in many cases, the scheme was not followed, and residents, local community groups and ward councillors have again expressed their concerns that this is having a negative
impact on the character and appearance of their area, and the safety and wellbeing of local residents.
The Council will prepare a submission to the Secretary of State seeking a Direction which would remove the right for letting agents and landlords to freely put up 'To-Let' and ‘For Sale’ boards in selected areas (please see below for details of areas affected). This would mean that anyone wishing to put up a letting board for a residential property would have to apply for advertisement consent unless they comply with a new guidance code which is to be drafted and will be the subject of further consultation. 'For sale' boards and lettings on other forms of premises, such as commercial properties, would not be included.
3. Objectives – Where Do We Want To Be?
The objectives of this Strategy are:
- To ensure that a cross section of residents and stakeholders in line with the
demographics of the affected areas are aware of the proposals and any
new legislation
- To secure internal buy in from Councillors and senior officers within the
Council as to the importance of the project to enable appropriate resources
to be made available to enforce any new legislation
- To ensure that all landlords and letting agents within the area have a
chance to comment to CLG on the proposals and to help shape the new
guidance which will ensure that letting boards are sensibly controlled.
- To ensure that landlords and letting agents are aware of the importance that
the Council is attaching to this project and that breaches of any new
legislation will not be tolerated
- To ensure that all stakeholders receive timely and accurate information
- To ensure that any communication activity required by law is delivered
effectively and, where possible and appropriate, basic requirements are
exceeded.
- To ensure that information is accessible to everyone through the provision
of information in a variety of formats and languages
4.Methods and tactics – How Are We Going To Get There?
See Communications Activity Plan at Annex 3
Key actions include:
- Provide targeted information to stakeholders
- Proactively identify opportunities to engage with the media
- Make timely improvements and updates to NCC and other websites
- Advertise the submission to CLG both formally and through websites, residents groups, newsletters as indicated in appendix 1
- Commence consultation on the new guidance code once the submission is advertised,
- through a range of different media and a number of consultation events and workshops
- both general and specifically targeted to stakeholder groups
- Continue internal consultation on enforcement approach
- Publicise submission results both formally and informally
- Develop detailed timelines and activity plan
- Utilise tools to inform and update all stakeholders
- To develop a suite of publicity material to promote the new guidance code
Note: Stakeholders will make any responses to the formal consultation on the submission directlyto CLG but the Council.
5. Stakeholders
There is no ‘one-size-fits-all’ approach to marketing and communications as each stakeholderaudience has different needs /interests.
Internal and external audiences have been identified to ensure that the proposals secure buy infrom both key officers and councillors within the Authority, landlords and letting agents, and the wider community and stakeholders.
Internal
Quality of Place Portfolio Holder
Housing portfolio holder
Private Rented Service
Ward Councillors
Public Health
Community Protection
External
Tenants and Residents of affected areas
Community groups within the areas
University of Newcastle and NorthumbriaUniversity
Student Unions for the two universities
Student Population in affected areas
Individual Landlords and Letting Agents
Registered Providers
An integral part of the consultation and engagement strategy will be to ensure that all residents and those who will be affected by the proposals have equal access to consultation events and communications in relation to the development of the proposals.
6. Key issues / risks
Government approval: submission needs to be adequately robust
Project delays: the reputation of Newcastle City Council will be negatively impacted ifthe project cannot be delivered or there are delays in implementation and/or enforcement
Dealing with change: landlords and letting agents in particular will be concerned abouthow they will be affected by the proposals and may be initially reluctant to comply
Stakeholder engagement: in a competitive market, effective communication and
engagement with letting agents and landlords is vital to ensure agreement with the
guidance and awareness of the changes
Changing negative perceptions and fairness: need to demonstrate robustness inenforcement of any new legislation to satisfy all stakeholders and ensure parity for alllandlords and letting agents regardless of size
7. Communication channels
Marketing and communications activities will be delivered through a wide variety of channels.The most appropriate to a specific group will be identified, particularly given the diverse range ofstakeholders.Some examples include traditional channels such as print and media relations as well as online channels such as the website and social networking sites. The channels that could be adopted are detailed in Annex4.
8. Marketing and communications principles
Marketing activity should:
Raise awareness and understanding about the proposed direction and new guidance.
Communications should be:
Honest, open and accurate;
Available in a range of accessible formats;
Clear, simple and user-friendly;
Timely and current;
High quality;
Monitored and reviewed on a regular basis;
Cost-effective; and
Legitimate, in accordance with relevant legislation, codes of practice and with the Council’s
protocols and guidelines;
9. Branding
All official communications will be in line with Newcastle City Council corporate guidelines, with appropriate logos etc.
10. Resources
A budget will be made available to meet the communications and consultations needs asappropriate. Adequate human resources from appropriate departments will be allocated to deliver the communication strategy
11. Evaluation
Qualitative feedback
Success will be judged by through qualitative feedback from stakeholders about their
satisfaction with the range, quality and accessibility of communications and whether they feelwell informed.
Quantitative research
Success can also be judged through quantitative data:E.g. Number of news releases, updates to websites, press/media coverage and visitors towebsites.
Annex1: Online Questionnaire form
Annex 2: Feedback form
Controlling letting boards in Newcastle's neighbourhoods
Informal Drop-in Session
18th October 2011
Newcastle City Council is working to control the use of 'To-Let' boards displayed on residential properties in certain areas of the city.
Large amounts of 'To-Let' boards are an unattractive eyesore upon many streets in Newcastle, particularly in neighbourhoods containing many private rental properties, mostly catering for the student market. They can be off putting to potential family buyers and renters, and act as an advertisement to would be burglars.
The Council is considering a request to the Secretary of State for Communities and Local Government (CLG) to grant a Regulation 7 Direction to help control the appearance of letting boards on residential properties in certain areas of the City. This would mean that anyone wishing to put up a board would have to apply for advertising consent. Anyboard displayed without consent would be an offence and could lead to enforcement action. However, applications would not be required for boards that comply with the new guidance.
The guidance will set out criteria for boards such as size, font, and colour, as well as the way in which boards should be displayed and when they should be displayed.
We want to work with letting agents, stakeholders and residents to develop the guidance and would appreciate it if you would answer the following questions.
Name:
Organisation:
Address:
Email Address:
We would like your views on:
Area of Letting Boards
Q1a) Are you concerned about the number of letting boards in your neighbourhood?Yes or No
Q1b) If you answered Yes to question 1a, please state the reason for your concern?
Effectiveness of the Voluntary Code in 2009 – 10
Q2) Are you aware of the Voluntary Code introduced in 2009?Yes or No
Q3) Do you think the number of letting boards has reduced since the introduction of the Code in 2009?
Yes or No
Q4) Do you think letting boards are removed quicker since the Code was introduced?
Yes or No
Support for the Control of Letting Boards
Q5) Would you be supportive of the Council taking further action in order to control the display of letting boards?Yes or No
Developing the new guidance
Number of Boards
The use of letting boards is a cheap and effective means of attracting new tenants, and they are increasingly used as a marketing tool where concentrations of boards show the extent of an agent’s portfolio. Some Council’s have sought to limit the number of boards for each agent to a certain number per street, in some cases as low as one each.
Q6) What do you think about that suggestionLength of time boards are displayed
Under the Town and Country Planning (Control of Advertisments)(England) Regulations 2007 all boards must be removed within 14 working days of the tenancy being granted. However, some agents leave boards up and advertise availability in future academic years.
Q7a) Would you agree that boards should come down when the property is no longer available for the current or following academic year?The regulations allow agents to attach ‘Let by’ signs on boards during this 14 working day period. We would rather the boards are just taken down straight away.
07b) What do you think about that suggestion? Would you agree to it, if others did as well?We feel in any case that the areas affected would benefit from a no boards period. We suggest that all boards should be removed by 01st November each year with no new boards being erected until 01st December.
07c) Do you agree with this approach?We suggest boards should have a surface area not exceeding 0.5 square metres. They should have a surface area not exceeding 0.6 square metres in total. (As per the current Town and Country Planning Act Regulations
Q8) Do you support this restriction?We suggest boards should be mounted flush to the wall above/around the front door, or if that is not possible, it should be mounted flush to the wall on the street frontage elevation.