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About ten years ago Bromford introduced something called The Deal.
It was a simple concept. Offer someone a home, see what they could contribute to a community: make a deal.
New residents completed an online assessment where they were asked to share their skills and their hopes for the future.
Goals were then set around what they wanted to achieve , in their words.
Many had amazing skills, that could be shared with the local community.
It caused a mini-backlash online. Not from our residents, but from others in the sector.
“How dare you ask people to do things in return for a tenancy?”
“This is like a return to the poor house”.
Such was the backlash, that today you can find little mention of the the Bromford Deal online.
It’s been memory-holed.
So, why am I posting links to the content?
Three reasons.
One: You should never deny your history and your early efforts. We know that we learn most from our failures.
Two: With hindsight, the language was clumsy and the cartoon characters ill-judged. But the intention behind it still stands up.
Three: The idea of promoting reciprocity is a good one and is not something we talk about enough.
Reciprocity is a fundamental social principle where people feel obliged to repay actions in kind. If someone does something for you, you feel a sense of obligation to do something for them in return. In a world sometimes reduced to transactions , this simple concept has profound implications for individuals, relationships, and society as a whole.
In this edition of Let’s Talk Ideas , I talk to Tom Knox, a Netherlands based solicitor and consultant whose knowledge spans Dutch and UK affordable housing.
Tom introduces the idea of solidarity and collaboration being fostered by three-way agreements between the Government, local institutions and and people.
Known as the ‘Polder Model’ this involves open discussions and negotiations between different stakeholders (government, employers, unions) to reach agreements on social and economic issues. While this encourages compromise, it also requires a willingness to directly address conflicting viewpoints.
This ‘enforced collaboration’ sounds top down (and it technically is), but as I say in the podcast, collaboration rarely happens by accident in institutional settings. Anything that provokes collaboration is a net gain.
Tom cites an example from the Netherlands where a social landlord wanted to engender community reciprocity and asked applicants why they wanted to live in an area. At the same time they agreed to give back to the local community eight hours per months of community activity.
An experiment with the social contract. ‘You’re getting a social housing home. The waiting lists are very high. What are you going to give back?’
As Tom says:
Do you want to enjoy where you live? Who won’t say no to that? But don’t be so reserved or concerned about asking the next question.
Well, what do you need to do as an individual to ensure that you can live in a place where you’re happy?
The Dutch tend to be more direct in addressing social issues, but this directness is rooted in cultural values of openness, pragmatism, and a desire to find practical solutions.
For instance, “talk about tomorrow today” is a Dutch initiative aimed at encouraging people, particularly those aged 60-75, to discuss their future care needs and wishes with loved ones.
It’s based on the idea that having these conversations early can help ensure that people can continue to live fulfilling lives as they age, even if they require additional support. This kind of conversation is sadly lacking in the UK, which is counter-productive, as it means we become increasingly reliant reacting to problems or lean on state intervention or provision.
The Dutch can make statements such as ‘you build a community by getting the community to help build it‘ They can say this without fear that someone is going to saying that’s being unfair to people who may be regarded as ‘vulnerable’, or economically disadvantaged.
The Bromford Deal might be a distant memory, but its core idea – reciprocity – remains as relevant as ever. Perhaps it was ahead of its time, or maybe we just weren’t ready to have those frank conversations about what it means to be part of a community.
But as we look to build stronger, more resilient societies, we can learn a lot from the Dutch. Their direct approach, focused on open dialogue and shared responsibility, offers a refreshing perspective. It’s a reminder that building a thriving community is a two-way street. It requires not just providing homes, but fostering a sense of belonging and mutual contribution.