It is a pleasure to talk to Toyin Falade who is an experienced property marketing and sales executive who has worked at executive level within the affordable housing sector for One Housing. Toyin moved into the housing association sector having built a successful career within the private sector working for developers and property agents.
Can you tell me a little about how you became involved in the affordable housing sector and how your progress into a senior level role.
Sure! After completing my MSc in Housing Futures at UCL, I unexpectedly found myself in the affordable housing sector. Needing a job to pay off student loans, I took a temporary sales consultant role at Southern Housing Group. Growing up as a first-generation Nigerian on a South London estate, this role resonated deeply with me and fuelled my commitment to meet commercial targets and support community development.
Over the past two decades, I’ve worked in sales and marketing within the property sector. I started as an administrator at Greenwich Millennium Village and gradually took on roles that involved driving initiatives and developing strategies that blend profitability with social impact. At One Housing, I led innovative projects, such as the LGBTQ+ housing partnership with Tonic Housing, and delivered significant sales revenue to support the business’s charitable aims.
My roles have included strategic oversight, fostering customer satisfaction, and ensuring robust sales growth. Most recently, as a Non-Executive Director for BexleyCo Homes, I provided strategic guidance and risk management. My background in law and housing futures, combined with a commitment to social impact, has equipped me to navigate the heavily regulated landscape in which housing providers operate.
In light of your experience how do you feel about the recent announcements made by Rachel Reeves and the setting of new build targets?
The goal to deliver 1.5 million homes in five years is ambitious and shows a renewed optimism. However, the approach seems overly simplistic. Issues like nimbyism and regulatory red tape will pose significant challenges, especially since Labour’s targets require development on some currently designated green belt land. Meeting these targets amid competing priorities like immigration, NHS waiting lists, and economic recovery post-Brexit and COVID-19 will be tough. While planning reform is crucial, it won’t solve all the issues in Britain’s building sector. The housing market downturn, rising material costs, and skill shortages, particularly in construction and energy infrastructure, are significant hurdles. Having seen many initiatives launched by different governments, I remain optimistic. Seeing the Treasury’s serious engagement with planning reform is encouraging. Given the scale of the challenge, it’s a solid start. Let’s watch this space -exciting times are ahead!
Do you think the targets set are realistic and will have an impact on the affordability of rented, shared ownership and first-time buyers?
I think the targets set are both ambitious and necessary, but I do have some concerns about how realistic they are given the current challenges. With the housing market downturn, rising material costs, and a shortage of skilled workers, meeting these goals will be tough. Affordability issues are already a big problem because of the lack of housing supply, high inflation, and interest rates.To really make a difference for renters, shared ownership seekers, and first-time buyers, the new government will need to do more than just set targets. They’ll need to boost the supply of affordable housing and also offer some financial support, like grants and mortgage assistance. Reducing stamp duty could also help, along with investing in infrastructure and promoting financial education. If the new government works closely with industry experts and stays committed to these goals, I’m hopeful they can improve affordability for many people looking to own or rent a home.
What advice would you offer to any RPs or local authorities looking to start or ramp up their new build development programmes specifically in relation to your area of expertise in relation to sales etc? Are there any pitfalls to be avoided?
For Registered Housing Providers and local authorities starting or expanding new build development programs, they should lean on sales and marketing teams and expertise to focus on comprehensive market research to fully understand local housing demand. We aspire to build homes people want and with so much competition out there developers need to stand out and really engage with prospective customers by showing off the unique selling points of their homes but also the benefits to the customer in choosing them! Developing a robust and stand out marketing strategies that use digital and traditional advertising is a basic standard that now requires greater creativity and insights or collaboration with other sectors. Sectors that overlap with housing and lifestyle, brands that excite consumers.
Caution! New business teams that do not have the sales and marketing teams at the heart of their negotiations or who are not fully aligned with operations teams are bound to face upheaval. Also ignoring market signals, neglecting after-sales support and underestimating costs especially service charges is a reputational risk for businesses. Regular market research, horizon scanning, collaborative and transparent communication between teams and excellent after-sales support, will ensure the quality homes come to the market that excites customers for the long run.
It has been a tough time for people working in property and specifically sales and marketing. What advice would you offer to anybody working in the sector now and looking to progress their career?
It’s been a rough few years for everyone in property, especially in sales and marketing. With everything from COVID-19 to Brexit and political instability shaking things up, it’s no surprise things have been tough. Here’s some advice if you’re looking to move forward in your career:
– Keep Learning: Personally, I’ve found value in things like my MSc and Leadership 2025 program. The key is to stay curious and keep learning. Whether it’s through courses, talks, or advanced qualifications, expanding your knowledge can help you adapt to new challenges.
– Stay Informed: Make sure you’re up to date with the latest market trends and systems. The industry is always evolving, and being in the know helps you stay ahead. Covid has changed the design of homes and how we market and sell – it’s good to be at the forefront of such change,
– Network: Building strong connections is crucial. Attend industry events, engage with peers and partners—networking can lead to new opportunities and valuable insights.
– Specialise: Depending on where you’re at in your career, focusing on a niche area can be a game-changer. Specializing in something like AI for property sales, sustainability, or CRM tools can make you stand out.
– Seek Mentorship: Having mentors to guide you through the ups and downs is incredibly valuable. I regularly check in with mine for advice and perspective, and it’s made a big difference for me.
- Stay Resilient and Purpose-Driven: Finally, resilience and a positive attitude go a long way. Make sure your work aligns with your personal values—when you’re passionate about what you do, it helps you push through tough times.
Looking back at your own career, what piece of advice would have been most valuable to you?
Looking back on my career, the best piece of advice I could give would be to embrace continuous learning and adaptability. The property sector is constantly evolving, so staying updated on market trends, tech advancements, and industry best practices is key. Building a solid professional network early on would also have been incredibly valuable. Strong relationships and mentorships can open doors and offer crucial guidance along the way. And don’t overlook the importance of physical and mental well-being. Personally, I find activities like swimming, sound baths, traveling, visiting exhibitions, yoga, and walking to be essential. Family time is also a big part of my life—I cherish the moments spent with them, whether we’re joking around or enjoying some delicious jollof rice. Maintaining a balance between professional growth and personal well-being is vital. It helps you stay resilient and positive, which is crucial for navigating the ups and downs of the industry and for long-term success and growth.
Can you recommend any literature, podcasts or information in relation to leadership, career development or inspiration that others might find useful.
Books:
Motivational and inspiring books
- Originals: How Non-conformists Change the World by Adam Grant – examines how people can drive creative, moral, and organisational progress―and how leaders can encourage originality in their organisations.
- Dare to Lead by Brené Brown – Focuses on leadership and the power of vulnerability and what it means to dare greatly
- Atomic Habits by James Clear – Discusses the importance of habits in personal and professional development.
Podcast
These are my favourite podcasts for motivation and good health:
- “The Tony Robbins Podcast” – Offers advice on business, personal development, and leadership from Tony Robbins and other experts.
- Feel Better, Live More Dr Ranjan Chatergee 360° approach to health by focussing on 4 pillars of health: Food, Movement, Sleep and Relaxation.
YouTube
My favourite Ted Talk of all time by Scott Dinsmore, how to find and do work you love:
These are my favourite youtube channels to keep abreast of market sentiment, investing and property market news:
http://www.youtube.com/@economicshelp
http://www.youtube.com/@ranjanbhattacharya-succeed7617
