First, take rewards out of house ownership when not everyone gets to own. Move those rewards elsewhere. That alone would reduce demand for houses if SE doesn't plan to enhance the instanced housing system.
Add in rewards that are unlocked by FC members doing content together. Blizzard had done this with WoW guilds but screwed up the system by tying guild ranks and guild member reputation into completing solo content instead of doing group content as a FC.
With respect to making gil, that's a tough one because any time gil is involved there will be someone trying to abuse it for personal gain (was another problem seen in WoW's guild system). How do FCs invest their gil back into their members? Add in ways to get those things without spending gil would be a possible solution. Our FC looks at the massive number of company credits we have but there's little to spend them. Adding more desirable items to the list of what can be purchased with the credits would help.
It was in one of the interviews YoshiP did just before last week's Live Letter. The FFXIV reddit discord has the translation (with a link to the original interview) in their translations channel. You'll have to scroll back quite a ways to get to it since the Live Letter translation is the most current info in the channel.
If they're going to stick to the limited ward system, I think it's an excellent idea. Players are far less likely to buy a house they aren't actively using if they have to keep paying a recurring in-game fee to keep it. It also acts as an additional gil sink the game desperately needs. Any fee could scale based on the house size so it's very affordable on a small but sizeable on a medium or large.
As for things they do or don't want for the system, that can change over time. Maybe they feel differently 6 years later after seeing how the system has worked out.



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