They're just another populist party, promoting simple solutions to complex problems. Solutions that won't actually work.
They have realised that there is a significant proportion of the UK population who have failed at life. People with poor education, dead end jobs, and limited means.
They are aggressively targeting these people, telling them that it's not their fault. It's the immigrants, the woke, the lgbtq, who are the cause of their misfortune.
With the fptp system, if you can get these people to vote for you then you may be able to get power.
The cynical part of me thinks that they will be delighted to get so many councils under Reform control. Not so that they can try to improve people's lives, but so that they can do massive damage. Damage that they can say is the fault of the Labour government.
In my area one of their candidates promised to fix all potholes, and go back to weekly bin collections. When they fail in this, they will simply blame central government, and tell their acolytes that voting in Reform in the GE will fix it. It's obvious but very hard to counter.