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Five Tips for Increasing Tenant Engagement

The current climate within the social housing sector is one of budgetary restraints, increased regulation, and a continuing requirement for social landlords to ‘do more with less’. The introduction of Tenant Satisfaction Measures (TSMs) and new consumer standards has placed a renewed focus on the quality of interactions between social housing providers and their tenants. These measures aim to enhance transparency, improve service delivery, and ensure that tenants’ voices are heard and acted upon. For social housing providers, effective tenant engagement has never been more critical – but this is not just a regulatory requirement, rather an opportunity to foster deeper, more meaningful relationships with their tenants. Effective tenant engagement can lead to better service delivery, early intervention in cases of rent arrears, and ultimately, the prevention of eviction and/or financial exclusion for tenants. Here are five tips for increasing tenant engagement.

Make It Personal: Prioritise Customer-Centric Engagement

In the world of social housing, no two tenants are the same. Each tenant comes with unique circumstances, challenges, and needs. By adopting a customer-centric approach, social landlords can build stronger rapport and trust with their tenants. This means understanding tenants on an individual level and tailoring interactions to meet their specific needs.

Building a personal connection is particularly important in light of the recent changes to the TSMs, which emphasise the importance of clear communication and effective complaint handling. By taking the time to understand each tenant’s situation, housing officers can provide more relevant and supportive responses, whether they are addressing maintenance issues, handling complaints, or discussing payment plans. Personalisation not only increases tenant satisfaction but also fosters a sense of community and loyalty.

Provide Insightful and Valuable Communication

To keep tenants engaged, it’s essential to ensure that all communications are both insightful and valuable. This goes beyond simply providing information—it’s about offering tenants something they can use or benefit from. For instance, instead of sending a generic update on housing policies, consider sharing tips on how tenants can reduce energy costs or improve home safety.

The recent adjustments to TSMs, such as the clarification of definitions around repairs and safety checks, highlight the need for precise and useful communication. By providing tenants with clear, actionable information, social landlords can help tenants better understand their rights and responsibilities, leading to more informed and engaged residents.

Use Multi-Channel Engagement Strategies

In today’s digital age, effective communication requires a multi-channel approach. Different tenants prefer different methods of communication—some may respond well to emails or SMS, while others might prefer phone calls or face-to-face meetings. By diversifying engagement channels, social landlords can reach a broader audience and increase the likelihood of successful interactions.

Additionally, the flexibility in survey collection methods retained by the Regulator allows social landlords to choose the best channels for their tenant base and potentially automate some of that contact. Whether it’s through traditional means or digital platforms, the goal is to meet tenants where they are most comfortable, ensuring that every tenant has the opportunity to engage in a way that suits them.

Leverage Data for Hyper-Personalisation

Data is a powerful tool for enhancing tenant engagement. By analysing existing data on tenant contact, preferences, and needs, social landlords can create hyper-personalised communication strategies. For example, data can help identify tenants who are at risk of falling into arrears, allowing for early intervention with tailored messaging that addresses their specific circumstances.

With the recent emphasis on transparency in how TSM data is collected and calculated, social landlords have an opportunity to use this data to improve engagement. By leveraging insights from TSMs, landlords can better understand the effectiveness of their communications and adjust their strategies accordingly.

Involve Resident Engagement Groups in Co-Creation

One of the most effective ways to engage tenants is by involving them directly in the creation of services. Co-creation fosters a sense of ownership and investment in the outcome, leading to higher levels of engagement. By working with resident engagement groups, social landlords can gather diverse perspectives and insights, ensuring that services are designed with tenant needs in mind.

The concept of co-creation aligns with the Regulator’s emphasis on understanding tenant satisfaction. By involving tenants in the decision-making process, social landlords can create services that are more responsive to tenant needs, leading to better outcomes and increased tenant satisfaction.

The Bottom Line: Blending Quality and Quantity

Effective tenant engagement is about balancing quality and quantity. While it’s important to reach as many tenants as possible, it’s equally crucial to ensure that these interactions are meaningful. Quality conversations lead to better outcomes, whether it’s encouraging tenants to make timely rent payments or helping them navigate complex housing issues.

In these times of stretched budgets and resources, social landlords are increasingly being asked to do more with less. By focusing on personalised, valuable, and data-driven engagement strategies, social landlords can improve tenant satisfaction and achieve better outcomes.

If you’d like to learn more about how income teams can improve tenant engagement, check out our series of Income Collection Whitepapers, in which Mobysoft’s income maximisation directors delve deeply into the practices of our clients across the UK, offering valuable insights and knowledge for our wider client base.

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