12.1. Access to the private rented sector (PRS) is a key element in broadening housing options for people at risk of or experiencing homelessness. The PRS can offer a flexible and relatively quick route into settled housing, particularly in areas like Norwich where social housing is in high demand and the housing register is large. However, we recognise that there are often barriers to accessing this market.

12.2. To address these challenges, we will work closely with landlords, letting agents, and property managers to build stronger relationships and develop greater trust between the sector and the council. Where appropriate, we will make use of incentive schemes such as rent guarantees, deposit assistance, and targeted landlord support to encourage participation. Alongside this, we aim to provide ongoing tenancy sustainment support, with a particular focus on those who may face additional barriers when moving into PRS. This includes groups such as care leavers, ex-offenders, and refugees. By offering this assistance, we aim to give tenants the best possible chance of retaining their home while reassuring landlords that the right support is in place.

12.3. Where possible, we will make use of available funding streams to meet upfront costs that often prevent people from accessing the sector, such as deposits, rent in advance, and essential furnishings.

12.4. Our aim is to ensure that the PRS is a realistic and sustainable option. By combining practical financial support with relationship-building and tenancy sustainment measures, we will create a pathway into the private rented sector that works for both tenants and landlords, ultimately helping to prevent homelessness and provide long-term housing stability.