In the lead-up to the Spring Statement on 26 March, Adrian Plant, director of shared ownership provider SOWN (part of Leaders Roman Group), has called on the government to do more to promote shared ownership as a viable route onto the property ladder for first-time buyers.
In an open letter to housing minister Matthew Pennycook, Plant urged policymakers to address the affordability barriers that prevent many aspiring homeowners from securing a property, arguing that shared ownership could play a key role in tackling the UK’s housing crisis.
SHARED OWNERSHIP OVERLOOKED IN POLICY DISCUSSIONS
Plant highlighted the lack of government attention given to shared ownership, despite its growing role in helping first-time buyers. He pointed out that recent policy announcements—including Labour’s manifesto, the Planning and Infrastructure Bill, and even the National Planning Policy Framework (NPPF)—have largely ignored shared ownership, with only a single mention in the NPPF glossary.
Despite increasing demand, shared ownership remains under-promoted, and without proper government backing, many potential buyers remain unaware of its benefits, he said.
AFFORDABILITY CHALLENGES WORSENING
Plant also criticised the current policy direction, arguing that recent decisions have made it even harder for first-time buyers to get onto the property ladder. He cited rising stamp duty costs and the freezing of Lifetime ISAs as measures that have further eroded affordability.
“The government’s current stance on housing affordability has resulted in policies that are making it even harder for first-time buyers to enter the market,” he stated. He noted that first-time buyers today are paying almost a third more to purchase a home compared to five years ago, while the number of private renters moving into homeownership has dropped by 23% over the past decade.
FIRST-TIME BUYERS NEED MORE SUPPORT
Plant expressed concern that government housing discussions have increasingly focused on social housing waiting lists, while first-time buyers are often overlooked. He argued that shared ownership could bridge the gap between renting and full homeownership, allowing more people to build financial security and long-term stability.
“Shared ownership can help to create more inclusive mixed-income communities and foster greater social mobility,” he wrote, adding that such communities tend to thrive as they promote upward mobility and reduce any stigma associated with social housing.
CALL FOR A NATIONAL AWARENESS CAMPAIGN
To address this, Plant called on the government to launch a national marketing and communications strategy—similar to the Help to Buy campaign—to raise awareness of shared ownership and educate potential buyers on how the scheme works.
“Shared ownership deserves the same level of government-assisted marketing as benefited the now defunct Help to Buy scheme,” he wrote. “More needs to be done to raise awareness so that people can see shared ownership as a viable path to homeownership rather than an unattainable dream.”
A ‘WIN-WIN’ SOLUTION FOR THE HOUSING CRISIS
Plant argued that increasing awareness and uptake of shared ownership could help ease the housing crisis without additional cost to the Exchequer, providing an affordable and sustainable solution for those struggling to buy their first home.
He urged the government to act now, concluding: “Too many people who aspire to become homeowners are convinced that their dreams will never become reality. Shared ownership can provide much-needed hope. The time for the government to act is now.”
