Zoopla and homelessness charity Crisis have today announced the launch of a new three-year partnership which aims to end homelessness.

Zoopla says that it will leverage its unique data, brand recognition and well-established industry position to support Crisis with changing the perceptions of homelessness, and call for meaningful reform when it comes to housing benefits and the shortfall in affordable housing.

Over the coming year, the brands will be working together on a range of initiatives including:

• Campaigning together to increase the public’s understanding of homelessness and of the different ways they can support people experiencing homelessness right now

• Carrying out joint research into the challenges of accessing affordable private rented accommodation for those on the lowest incomes

• Providing support for Crisis’ Venture Studio, which invests in, builds and scales ventures that aim to end homelessness.

Zoopla employees will also be aiming to raise £50,000 directly for Crisis this year and engaging in volunteering opportunities to support Crisis’ Skylight centres, the annual Crisis at Christmas project and Shop from Crisis operations across Great Britain.

Kicking off the partnership, Crisis and Zoopla have co-published  new research which highlights how low-income renters across England are facing a ‘housing black hole’ due to a combination of rising rents (as Government policies aimed at landlords hit the growth in rental supply)) and a freeze on housing benefit – with these factors leaving a  major shortfall in genuinely affordable homes.

Crisis and Zoopla are calling on the government to increase housing benefit at the next budget in order to avoid thousands of individuals from being pushed into homelessness. Zoopla believes this needs to be coupled with boosting the supply of homes across all tenures, especially in the rental sectors.

Zoopla will also be leveraging its Lettings Advisory Board to inform its partnership with Crisis. The Board, which is composed of industry experts and influencers from across the lettings sector, aims to support the sustainable growth of the rental market and create a sector that maintains supply and supports renters, landlords and agents to evolve with the changing market and policy environment.

Charlie Bryant, CEO of Zoopla, said: “We’re proud to join forces with Crisis to support their mission to end homelessness. Homelessness is a real problem around the UK, with rough sleeping only the tip of the iceberg, and many more relying on sleeping in their cars, couch surfing, or relying on hostels and B&Bs.

“We recognise that the cost of living crisis is going to put even more pressure on those at risk of homelessness and we are keen to ensure we’re using our wide-ranging relationships across the property industry to be a force for good on this issue. This not only means educating consumers and our customers on homelessness, but also advocating for real change to limit the number of people affected and ultimately end homelessness for good.”

Matt Downie, crisis chief executive, added: “We know that homelessness isn’t inevitable and that – with the right insight – we can develop evidence-based strategies to ensure no one has to endure the hardship of being without a home.

“That’s why we’re delighted to be working with Zoopla, who will bring their extensive knowledge of the housing market and hugely expand the range of data we can draw from. They will also be adding their voice to the conversation on the systemic issues pushing people into homelessness in the first place. We look forward to working closely with them over the next three years as we strive to end homelessness for good.”