Our Direction

At Halton Housing Trust we do far more than provide homes – we improve people’s lives and that’s what we need to do more of in the future.


The 10 personas represent the people we work with. They help us keep people at the centre of our plans and decisions... people like Mary, Ken, Hayley, Brian, Peter, The Ingalls, Bridget, The Wynettes, Josef and the Aspinalls.

Mary (76 yrs)

Mary has lived in the borough all her life, widowed two years ago she is alone in a three bedroom house and needs to downsize to a one bed property. Mary is in receipt of state pension and receives £11,497 per year in benefits. Mary has difficulty getting about and needs a hip replacement but has complications due to diabetes. She needs an adapted property and would like to remain in the local area – 15% of PPP applicants identify themselves as having poor mobility so the demand for level access/adapted properties likely to be high.

Ken (33, 3 yrs)

Ken, living with his parents, is a single parent to Molly, aged 3 and relies heavily on childcare support from his parents. He qualified as an electrician in the army but following his discharge he has not found suitable employment, he is currently taking on temporary low paid work around his childcare. Ken dreams of using his army pay-out to set up his own electrical contracting business.

Hayley (22, 3 yrs)

Hayley is a single parent with one child aged 3, she is pregnant again. She is not in a stable relationship. She has low aspirations and chooses benefits over paid work.

Brian (40 yrs)

Brian is divorced and living alone, he is a skilled tradesman but a back problem means he cannot work. He relies on benefits and rarely leaves home. He is suffering depression due to being unable to be as active as he once was and represents 17% of housing applicants with mobility problems.

Peter (20 yrs)

Peter left school at 16 with no qualifications. Over the last 4 years he hasn’t had a job or any training for work and is currently claiming Universal Credit. Peter has been in trouble with the police for low-level crime and no real desire for, or expectation of, a permanent full-time job. From April 2017 he would have to prove a need for independent accommodation to be able to receive housing cost.

The Ingalls (33, 31, 7, 4 yrs)

The Ingalls have just received a section 21 notice from a private landlord and are hoping to get rehoused with the Trust like 21% of PPP applicants. They understand they would be a priority under current PPP policy and have no access to savings to move elsewhere. The family is hoping to remain in the borough as the children’s schools and family are local. The couple don’t work after being made redundant in 2010 and Mr Ingall has had a series of zero hour contact jobs with little security for his family. Mrs Ingall is also providing support to her Nan whose health is failing.

Bridget (25 yrs)

Bridget is single, a skilled worker who currently commutes from her parents’ home in Warrington into Halton for work.

Happy to rent and likes the Halton area for the transport links. She is hopeful that the new Mersey Gateway Bridge will enhance her career prospects and opportunities.

The Wynettes (58,60 yrs)

John and Carol have been married for over 40 years and have brought their children up in a owner-occupied large family home like 5% of PPP applicants. The children are now grown up have left the nest, since then the home has felt too large for John and Carol and the relationship has started to breakdown. They are looking to downsize and possibly go their separate ways. They both realise that they are not getting any younger and are looking at home options to take them into their golden years.

Josef (35, 5 yrs)

Josef has been separated for 5 years from his girlfriend and the mother of his 8 year old son, Ben. He works as a driver and currently shares a flat with a work colleague like 21% PPP applicants. Josef cannot afford the deposit to buy a property of his own and has been on PPP for the last two years and despite making regular bids he has been unable to secure a 2/3 bedroom property due to his low banding. He has access to Ben at the weekends and is looking for a suitable rental opportunity.

The Aspinalls (28, 32, 1 yrs)

Lee and Kelly met at work and have been married for over 5 years and have a one year old son. They both work in full time positions and pay private nursery fees for childcare. They are currently renting a two bedroom house with the Trust but aspire to buy their own home. They find it difficult to save for a deposit due to the rent and associated bills they are paying. They are now looking to move to a larger family home like 13% of those currently housed in 2 bedroom wanting a 3/4bedroom home.


We have identified five priorities, three remain the same from 2012. Knowledge of our customers and external factors out of our control have led us to introduce two new priorities.

  • 1. Protect Current Income

    a) We will review our rent policy in view of government announcements within budget

    b) We will robustly collect debts in order to minimise lost income

    c) We will continue to work with customers to maximise their entitlement to benefits

    d) We will convert social rents to affordable rent upon re-let up to the level permitted within our HCA contracts

  • 2. Reduce Costs and Drive Efficiency

    a) We will deliver the “Savings Plan” that will realise savings over the next three years and a recurring saving each year thereafter

    b) We will minimise the number of empty homes and time taken to relet.

    c) We will apply data analysis and use of sensors to switch our business model from reactive to predictive

    d) We will review the delivery of our investment programme as a result of changes necessitated by reduced rental income

  • 3. Focus resources and services

    a) We will reconfigure our housing services resources

    b) We will deliver our Digital First Programme (phone systems, customer app, website, digital channels, etc…)

    c) We will reduce the number of investments in CSR activities to those that deliver the greatest benefit

  • 4. Grow and Diversify

    a) We will deliver our existing affordable housing development programme within the relevant deadlines

    b) We will find a way to provide attractive, energy-efficient, flexible homes which cost significantly less to build and maintain than our current cost

    c) We will adopt a pragmatic approach to opportunities to build homes with grant and/or acquire other social housing

    d) We will increase investment in OSUK so that it can achieve a greater profit that can be reinvested into the Trust

    e) We will think creatively and be more innovative about the use of our existing homes.

  • 5. Be more flexible

    a) We will deliver our Digital First Programme (automation, mobile working, interfaces, etc…)

    b) We will invest in our office accommodation to bring the Trust together ‘under one roof’

    c) We will review and implement policies and practices to remove the barriers that prevent us from using our resources more flexibly

    d) We will develop our employees so that they are able to adapt to meet the changing need of the business

    e) We will find a way to ensure that employees continue to feel valued and part of a community whilst working more remotely and using technology


There are 2 principles which will help us put these priorities into practice:

First Principle:


We all make choices

Second Principle:


We must all take responsibility


Whatever happens, we will not lose sight of what we’re all about...

Improving people's lives