New approach to rent arrears receives huge response
West Kent has changed the way it contacts residents who are in arrears and has ensured a clear message is sent to them- that help and support is available if times are tough. This is part of a wider, proactive and holistic approach West Kent has taken to help residents through these challenging times.
Traditional arrears letters might include language that can be intimidating and worrying for those who are probably already stressed and worried about their finances. The coronavirus outbreak and upcoming end of the furlough scheme has only intensified the difficult circumstances people may find themselves in.
West Kent worked with residents to develop a series of messages to encourage 
residents to get in touch if they have any concerns about their rent, and asked residents to review the tone and content of arrears letters that are usually sent out. A social media campaign and a series of reminder emails were developed as a result of this and the first emails sent received an unprecedented response.
A dedicated inbox was created for residents to reply to reminder emails and within 10 days 120 residents emailed about their arrears, with the customer service team also receiving over 100 phone calls.
The contact from residents has varied, but the impact of Covid-19 has been clear. Some residents explained they are struggling with a reduced income as they have been furloughed but were able to make a payment plan after contacting us, while others have explained their situation then been able to pay
a lump sum. One resident had arrears of over £1,000 build up over lockdown as he is self-employed, but after explaining his circumstances he then paid off all his arrears in a lump sum once he received support from the government’s self-employment support scheme.
Genette Pinwill, Head of Housing Services explains more about the success of the scheme,
“In comparison with the response to the usual letters and text messages, the email reminders- with a reassurance that help is available- have been a huge success. Key to the success of the emails and social media campaign is the clear message we have sent- that we don’t want residents to lose their homes because of Coronavirus- we are here to help. We know how stressed people are at this time, which is why we worked with residents to make sure we sent out messages that were reassuring and would encourage them to respond. We are really pleased with the initial results and we’ll continue listening to feedback from residents and staff to help us review and improve our communication.” 
Emails are now automatically sent out to those in arrears once a week and the response rate has continued to be excellent. In addition, West Kent has offered extra support to residents in receipt of Universal Credit, and particularly to new claimants. Two new financial wellbeing officers have been employed to offer guidance and reassurance to new claimants and to help them develop positive payment habits. West Kent residents in receipt of Universal Credit will receive a reminder text about paying their rent on the day their UC is paid to encourage them to pay their rent as a priority.
The next step in the campaign is to contact residents who aren’t in arrears but may be at risk of this if their circumstances change. Genette says,
“We know that with the furlough scheme coming to an end in October, our residents could be facing losing their jobs or their income reducing. Many may not have claimed benefits before and might not know where to start. But we can help guide them through the whole process, and even help them look for another job. They just need to get in touch. We want to get this message out now to help reduce our residents’ stress levels and so they know that there are options to help them stay on top of their rent payments.”
West Kent’s recent investment in its income team, recruiting to three new posts in the last year, has meant residents in all areas of Kent, can get quick and effective help so they can pay their rent and sustain their homes.
West Kent also has a Training and Employment team that can help with CVs, job applications and interview techniques. Call 01732 749 400 or email help@wkha.org.ug to find out more.