HomeOwners Alliance: Homes Held Hostage - Case Study -Brands2Life CHALLENGE HomeOwners Alliance (HOA) is a members’ organisation and advice service that champions the interests of Britain’s homeowners and aspiring homeowners. Its objectives for 2017 were to grow its profile by making a tangible difference to the lives of British homeowners. HOA and Brands2Life set out to affect real change in one long-neglected area of the housing market: the leasehold system. APPROACH We sought to uncover the number of ‘owner-occupied’ leasehold homes in the UK and the level of confusion among homeowners, homebuyers and estate agents around how the leasehold system operates. Our ‘Homes Held Hostage’ report combined consumer research and analysis of publicly available data to show, for the first time, th

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