ACORN has dramatically escalated its protest tactics by storming the Salford headquarters of major UK landlord, Placefirst, as rental campaign groups become increasingly militant ahead of the Renters’ Rights Bill.

Once inside, residents of Liverpool’s historic Welsh Streets, backed by ACORN union representatives, demanded a face-to-face meeting with CEO David Mawson over significant rent increases.

Famous area

The confrontation follows growing tensions over rent hikes in the once-notorious Toxteth area, now ‘up and coming’ and renamed ‘Liverpool 8’. The area is where Beatles drummer Ringo Starr grew up and has benefited from significant investment and regeneration.

“We have great memories here, and we really don’t want to move. Our kids are now settled at the local primary school and nursery, and we both work in the Baltic Triangle. We have set up a life here,” Daniel Jennings told the Liverpool Echo.

Shock

Placefirst expressed shock at what it called an attempt to “harass and intimidate” its staff, with security advising employees to evacuate the premises during the demonstration.

A spokesperson defended the company’s 10% rent cap policy, stating: “All increases are carefully evaluated by our team, and the updated rent reflects an accurate price for our homes in the current market.”

Placefirst need to recognise the severity of the situation they’ve created.”

Martin Mawdsley, ACORN’s Liverpool branch secretary, told protesters: “Placefirst need to recognise the severity of the situation they’ve created. They’ve repeatedly denied their tenants’ requests to have an ACORN representative present at meetings and refuse to address any of their collective demands.”

Lee Brady, a Welsh Streets tenant, said: “Far from being transparent with us, most of us only found out about this new ‘policy’ in the ECHO. Our rents are already well above the market rate for the area, and 10% increases will only make that worse.”

The company later confirmed it had arranged a private meeting with the campaign group and is planning discussions with local MP Kim Johnson in the coming weeks.

As has been reported in The Neg, similar protests have taken place outside letting agencies up and down the country, but this is the first time ACORN has gained access to a targeted premises.

Placefirst is an award-winning build-to-rent developer with a portfolio of over 1,500 homes across the UK and specialises in regenerating urban neighbourhoods.