Landmark new strategy puts L&Q customers at the heart of the business

Published on 06/04/2021

L&Q today launches a landmark new strategy that puts residents at the heart of the business and lays the foundations to tackle some of the biggest issues ever faced by the housing sector.


The five-year strategy – Future Shape – sets out how L&Q will make a positive contribution to individual lives, and help the organisation to deliver operational excellence across everything it does.


The strategy is underpinned by a refreshed vision: Everyone deserves a quality home that provides them with the opportunity to live a better life.

And the purpose, which will deliver this vision, is: To provide homes and neighbourhoods everyone can be proud of.


The three major priorities for the next five years will be:


  • More focus on and investment in the safety of residents and colleagues
  • Greater investment in existing homes
  • More focus on delivering reliable, repeatable and consistent services


Alongside these priorities, the strategy outlines how L&Q will continue to support growth through investment in new housing, sustainable communities, infrastructure, jobs and climate action.


Fiona Fletcher-Smith, Group Chief Executive, said: “Our new strategy has been over a year in the making and takes account of the extraordinary times we are currently in, and the unprecedented challenges and opportunities that lie ahead.


“The 250,000 people we provide a home for  are L&Q’s priority. This strategy sets out how we will deliver safe, high quality homes, services and support for everyone.


“With a clear vision and purpose, we will demonstrate that L&Q is an ethical, inclusive and values-based organisation with a long-term vision. We will genuinely engage with residents to deliver the homes they need, thriving communities and empathetic, locally-responsive services.”


She added: “Social purpose is central to everything we do. As a not-for-profit organisation, all the money we make is reinvested into helping house those in greatest need.


“Over the past year we have shown that our financial strength, stability and diverse leadership enables us to be agile and responsive to market conditions. This new strategy gives us the flexibility to prioritise safety, quality and jobs, while retaining ambitious long-term goals to tackle the national housing crisis and climate agenda.”

Download Corporate Strategy (PDF)