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Sasha Deepwell, Chief Executive at Irwell Valley

There’s no one-size-fits-all when it comes to customers or colleagues, and Irwell Valley Homes’ flexible approaches are a key part of its culture.

In this episode, we sit down with Sasha Deepwell, Chief Executive at Irwell Valley Homes. Sasha’s wide range of experiences in different sectors led her into housing three decades ago and she shares with us what’s changed in those 30 years. We speak about the ‘cycles’ that the industry goes through and the challenges that have become a theme of Sasha’s career.

Irwell Valley Homes offers a multichannel approach to service to ensure that the diverse needs of its customers are met. The housing association also takes a similar approach with its colleagues after making the switch to a completely agile and flexible, trust-based approach to working in 2019.

Sasha’s passion for EDI shines through as she speaks about the DICE group she chairs and offers her insights into how we can tackle the challenges of lack of diversity in the sector.

We also speak about the Regeneration of the Year award that Irwell Valley Homes received at the Northern Housing Awards. Sasha speaks on the importance of regeneration and how they’re approaching upgrading existing stock. And finally, Sasha shares her insight into the future of Irwell Valley Homes.

In this episode, we cover:

  • What’s changed in housing in the last 30 years, and the cycles that the sector goes through.
  • Why did so many housing associations start life in 1973?
  • Why Irwell Valley Homes switched to flexible, trust-based working
  • How have customers’ expectations changed based on the introduction of
  • Why now is the time to be investing in the regeneration of existing stock.
  • The EDI challenges the sector still faces.
  • How do we meet people where they are and bring more people into the
  • What’s next for Irwell Valley Homes?