For housing associations, social objectives and financial restrictions will often be competing. An important question then is how a housing association should allocate its resources in order to achieve its goals. Traditionally housing associations set financial targets and discuss social aspects, but they fail to set concrete targets for their social objectives which can be measured and evaluated properly. The problem is that social objectives are often difficult to quantify and compare. In this article, we introduce a method that makes it possible to compare social objectives and to actively involve social objectives in the decision-making process of housing associations. In this way, the decision-making process becomes more transparent and housing associations can optimize their social performance given the available capital.