Based on Brick Lane in London’s East End, the agency has been established to help tackle housing inequality head-on by helping private rented sector landlords offer good quality homes for rent alongside responsible property management. The business manages homes for landlords that are let at both market rent and affordable rental levels, including to people who receive housing benefit.

Created as a joint venture between national homelessness charity Crisis and Homes for Good, Good Place Lettings is a social enterprise letting agency that offers a socially responsible alternative to landlords who either self-manage or rely on traditional lettings agencies. The business is replicating the property management model established over the last decade by the award-winning Homes for Good in Glasgow.

There are many good landlords in the market who understand the importance of providing quality homes for rent. They are seeking services that are rooted in ethical management practices, accountability, clear communication, tenancy support and transparent fees.

As a Community Interest Company (CIC), profits generated by the agency will be reinvested into supporting people experiencing homelessness and on low incomes to find good quality, affordable homes in London.

With high rents and ever-increasing pressures on the capital’s rental market, Good Place Lettings is a much-needed intervention. The agency is up and running, working closely with a network of socially minded landlords who share its vision of a rental market that works for everyone.

While many tenancies will be let at open market rents, the model works for landlords who want to offer their properties to those who might otherwise be excluded from the private rental market, such as people recovering from a personal housing crisis, or on low incomes who often face being pushed out of their local areas.

The launch of Good Place Lettings has been made possible with vital funding provided from both Lloyds Banking Group and The National Lottery Community Fund.

Ben Rayner, director at Good Place Lettings, said: “The private rented sector in London is under huge pressure from low levels of new supply which are limiting choice and pushing up rents. It has been very encouraging to meet and work with landlords who want to offer good quality rented homes at varying rent levels to help a wider range of renters with different backgrounds, while helping to improve standards in the rental market.

“Regulation and reforms to the private rental market are making it more complex and challenging to be a self-managing landlord, which is why some are looking to exit the market. We offer an alternative and landlords interested in making a lasting difference to the experience of private renting in London should get in touch.”

Susan Aktemel, founder of Homes for Good, said: “At its heart, Good Place Lettings is a values-led business, just like Homes for Good, driven by a determination to make the rental sector a thriving market where both tenants and landlords get what they need. We are delighted to bring our model to the London market.

“The team are committed to building a reputation as the go-to agency in London for landlords who want their property rented out easily and ethically, and for tenants who want an affordable home from an agency they can trust.”

Matt Downie, chief executive of Crisis, said: “Good Place Lettings is a truly exciting new initiative. It shows that the private rented sector can and should be a place where people on low incomes, or facing homelessness, can build a life with a safe and secure home.

“With such a severe shortage of social housing, it’s vital that we have an inclusive private rented sector that provides good quality, genuinely affordable homes. Without this, we’ll see homelessness continue to rise and more people stuck in shoddy temporary accommodation.

“As we work to tackle the exclusionary practices that have left too many people without a settled home, it’s terrific to see Good Place Lettings open for business.”

The official launch will bring together partners, supporters, and stakeholders to celebrate the agency’s mission and ambitions for a sustainable response to the housing crisis. It will showcase the work already done and the path ahead, outlining how people can get involved, whether as landlords, or supporters.