“We’re nowhere to be seen on housing,really,” said one Labor MP,who,like others,did not want to be named so they could speak frankly.

Another questioned whether Housing Minister Julie Collins should be moved to a different portfolio if Albanese reshuffled his ministry.There has been speculation about a scenario in which Agriculture Minister Murray Watt takes home affairs from Clare O’Neil,who would take housing from Collins,leaving Collins with agriculture.

One senior Labor figure said the cost of living,climate and housing would be the three biggest election issues. It made sense,they argued,to have a housing minister with comparable seniority and public speaking skills to Treasurer Jim Chalmers,Finance Minister Katy Gallagher and Climate Change Minister Chris Bowen.

Collins’ website shows she has done eight media interviews this year – a little more than one a month. She has been involved in many more press conferences,although their reach is harder to measure. In her three speeches so far in 2024,only one mentioned home ownership,specifically a scheme enacted by the Morrison government. Colleagues say the Tasmanian MP,who is also small business minister,is diligent and likeable,but she is not one of the government’s more high-profile members.

In the past six weeks,Bragg has done 11 interviews,many with bigger audiences than Collins’. And althoughexperts have rubbished some of Chandler-Mather’s claims about rent caps and supply,on social media his following is enormous.

Labor backs its policies over what it says are the flawed ideas of its opponents. It hasinvested billions in housing and won praise from housing groups. States are being incentivised to build,theHousing Australia Future Fund is about to kick into gear.

But its program is politically worthless if it’s not communicated regularly and clearly or well understood by voters.

Influential advocacy group Labor for Housing wants Labor to go further and take the politically risky step of abolishing investor concessions such as negative gearing and the capital gains tax discount. To speak to aspirational Australians,the group wants Labor to set a target of about 70 per cent owning a home.

Owning a property “is the only pathway to economic security”,Labor for Housing leader Julijana Todorovic said,while backing the government’s shared equity and build-to-rent reforms.

The Resolve Political Monitor surveys conducted exclusively for this masthead repeatedly show housing is the topic most voters say is their highest priority after living costs.

Labor had a 12-point lead over the Coalition this time last year when people were asked who they trusted to manage the property and rental market. The Coalition now leads by 4 points.

“Those on mortgages are often struggling,those who are renting can’t afford to buy,and those living with family can’t find a rental. Even older people who have paid their place off feel for their kids and grandkids. Housing is one of those issues that hits everyone,” Resolve pollster Jim Reed said.

Even in wealthier electorates,the housing market is causing anxiety. Internal Liberal Party polling seen by this masthead shows affordability is now voters’ fourth-biggest worry in the Melbourne seat of Kooyong.

The opposition has hinted at major changes to make it easier to secure a mortgage. Housing spokesman Michael Sukkar,who is leading the Coalition’s policy with Bragg’s assistance,has floated punishments and rewards to make states and councils build more.

But the Coalition,and Bragg in particular,will need to prove their ideas go beyond letting peopleuse superannuation to buy a house. Otherwise,they risk looking like a one-trick pony with a vendetta against Labor-linked super funds.

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