Luxembourg ads for social housing in Belgium

The Minister of Housing, Claude Meisch (DP), confirmed that the National Society of Housing at Bon Marché (SNHBM) has targeted people in Belgium as part of a marketing campaign aimed at attracting buyers to a new subdivision located in the commune of Kehlen, near the Belgian border.

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The Elmen real estate project, which will include 375 houses and 375 apartments in three distinct “villages”, was described by the SNHBM as “a pleasant living environment for future residents, emphasizing a district on a human scale and a high quality of life”.

Claude Meisch answered a parliamentary question posed on May 19 by the deputy Pirate Sven Clement, who had heard of advertisements on the Belgian Rock Rock Radio station Classic 21.

SNHMB wants to reach a large audience, including Luxembourg and border workers, said the minister. “The former Luxembourg residents who crossed the border could also be made aware of the possibility of returning to the country, thanks to an affordable and sustainable project supported by a public promoter,” he explained.

Belgian residents who go to Luxembourg daily to work are also part of the target audience, said the minister. He confirmed that advertising spots had been purchased on Classic 21 as well as Livelinessa general information and entertainment channel which, as Classic 21is part of the Belgian national broadcaster, the RTBF.

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In addition to Belgian stations, advertisements have been broadcast in Luxembourg on RTL LUXEMBOURG radio, in English on Rtl today and in French on essential radio.

The marketing campaign, which, according to Mr. Meisch, cost a total of around 30,000 euros, also included targeted advertising on social networks and letters addressed to people who had already expressed their interest in the acquisition of social housing in the region.

The open day organized on the Elmen site on May 17 was a great success, said Claude Meisch in his response.

Sven Clement told the Luxembourg Times That if he was happy that the government finally recognized that Luxembourg had a problem of residents who crossed the border to find more affordable housing, targeting these people for social housing was not a real solution.

“I’m not sure that he is enough to alleviate the problem of housing shortage,” said Sven Clement. “By asking people to return to Luxembourg, they also accept that others cannot stay there for price reasons,” he added.

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“Being content with promoting the last housing fleet remaining with people who may oust current residents at a high price, rather than building more,” does not solve the problem. It’s just trying to hide the problem, “he added.

According to Mr. Clement, the SNHMB could have difficulty selling its properties in Elmen to buyers based in Luxembourg. “My opinion is that the SNHMB, the Housing Fund and the State should rent, and not sell, so that we can keep investments as real investments.

Fred Keup, ADR deputy, reacted indignantly on social networks. “It is a scandal: the government advertises for our social housing to foreigners based abroad,” he posted on X a few hours after the publication of Claude Meisch’s response.

“The shortage of housing does not seem very important if the state makes advertising for our social housing abroad …”, he added in a second message.

This article was initially published on the Luxembourg Times website.
Adaptation: Simon Martin