The HIP: The Housing Industry Podcast
The housing crisis looms large. The UK’s crying out for housing stock, and new builds can play a huge role in the recovery. Diversity and inclusion is finally getting the attention it deserves at a strategic level. Although there’s plenty of work still to do. And environmental concerns are taking centre stage, with time running out to reach ambitious targets in net zero carbon emissions. Suffice to say, the UK housing sector is going through a period of great change right now. With everything developing at such a pace, it can be hard to keep your finger on the pulse. That’s why we’ve launched The Housing Industry Podcast. Featuring lively conversations with key leaders in the housing sector, The Housing Industry Podcast will provide real value to anyone working in the UK housing market who cares about making a difference.
The HIP: The Housing Industry Podcast
Behind The Scenes Of A Purpose Driven Housing Strategy With James Francis
How can a strong organisational purpose help teams make better decisions—and
put those decisions into action?
In this episode, James Francis, Chief Executive of Saffron Housing, shares how his
organisation is reshaping its approach to tenant service, safety, and decision-making, all guided by clear principles and a strong purpose.
With five years as CEO and a deep connection to Saffron’s heartlands, James shar
what it really means to embed principles like ‘doing the right thing,’ even when it
involves tough choices.
We dig into Saffron’s shift from a policy-driven to an empowerment-based approach, its work co-producing solutions with tenants, and initiatives like the ‘Community Membership Model’ to transform engagement with their residents.
James also shares how to create a sense of psychological safety within teams to
drive better decisions and outcomes for everyone.
In this episode, we cover:
● What ‘doing the right thing’ looks like in the housing sector.
● How a clear purpose can drive better decisions across an organisation.
● Why regulatory goals can create tension with tenant needs.
● Key lessons from shadowing frontline staff and why listening matters.
● The 3 principles shaping Saffron’s approach to tenant service.
● The importance of tenant voices in shaping organisational strategy.
● What Saffron plans to spend 33p out of every £1 on in 2028.
● A key lesson from the Grenfell Tower testimony.
● How Saffron uses the ‘CPI plus 1%’ rent increase to ‘do the right thing’.
James is candid about the challenges Saffron has faced, but his unwavering
commitment to building thriving communities makes this an unmissable episode for housing professionals looking to make a real impact.
LEARN MORE
Saffron Housing Trust - www.saffronhousing.co.uk
Andersen James - www.andersenjames.com
CONNECT
James Francis on LinkedIn - www.linkedin.com/in/james-francis-3b793619
James Leighton on LinkedIn - www.linkedin.com/in/james-leighton-65023b11
LISTEN
Spotify - https://open.spotify.com/show/1JHMfNs33BK4UTOgaYt3cB
Apple Podcasts - https://podcasts.apple.com/za/podcast/the-hip/id1576686644
YouTube - https://www.youtube.com/channel/UC7vH1zt3GSm3_B_-OhDSlRg