The Most Effective Methods of Communication for Housing Providers
How Can Housing Providers Ensure Messages Get Read?
Forming strong relationships with residents is vital for the success of housing providers in both the social and private sectors and relies heavily upon open and honest communication. Effective communication enhances resident engagement and satisfaction and fosters a sense of community amongst neighbours.
However, the success of communication can rely more on the methods of communication being used than you might imagine.
Using the right tools to communicate with residents can lead to a sense of openness and clarity, whereas ineffective communication can lead to unread notices and lost information, which can be disruptive and cause resident dissatisfaction.
So, what is the best method of communicating with residents?
In this blog, we’ll provide insights into various communication methods, including their engagement rates and best practices for implementation, so that you know which tools to use in any given situation.
1. Email Communication
Email remains a widely used communication tool within the housing sector. As Commonplace, a citizen engagement platform, points out, ‘Emails and updates are an effective way of increasing residents' sense of belonging and connection, which can have a positive impact on future service delivery and tenancy retention.’ Regular newsletters can therefore be sent via email to provide updates on community news and events to increase resident engagement.
However, email open rates can vary. According to statistics reported by the business software discovery and research platform, Finances Online, email open rates range from 18.2% to 42%, depending on the type of device they are being received on. For instance, a desktop user will open only 18.2% of emails, webmail recipients 39.9% and only smartphone and tablet users will open 42% of their emails.
So, before sending an email by default, consider how and where this communication will be received and whether you are giving this information the best chance of being read.
2. SMS (Text Messaging)
SMS communication boasts significantly higher engagement rates compared to email. Text messages have an exceptional 98% open rate, with 95% of SMS messages read within three minutes. Sendbird, an AI customer service provider, highlights one potential reason for this dramatic difference in open rates, advising that ‘91% people keep their smartphone in reach 24/7.’ Within our phones always in such close proximity, it is understandable that an SMS would be so frequently read by recipients.
Additionally, business texting and text message marketing solution provider, Textellent, reveals that ‘91% of consumers prefer SMS for fast and personal updates.’ This includes information such as delivery updates and appointment reminders.
For housing providers, SMS communication can therefore be particularly effective for urgent notifications or time-sensitive information, due to the rapid speed and likelihood of reading and response.
3. Push Notifications
Push notifications offer a direct line of communication that can be beneficial to housing providers and their home users. The AI-powered communication platform, Iterable, explains that, ‘On both Android and Apple devices, the notifications will show up directly on the user’s lock screen in the notification centre.’ The fact that these notices land directly on the user’s lock screen mean that they are almost certainly seen by the recipient, even if not read in full.
According to studies cited by mobile app provider, MobiLoud, ‘77% of people say they have engaged with a push notification in the last month.’ Despite the open rate of push notifications averaging at about 20%, as MobiLoud points out, ‘For many push notifications, a user can get all the information they need right on their lock screen, without interacting with the notification or “opening” it.’ So, in the case of the push notification, the open rate is less revealing than it is for other methods of communication.
If a notice is important for home users, or something you want to ensure they receive, a push notification might be your best bet. However, MobiLoud points out that, ‘A large percentage of users will take action if they feel an app is messaging them too much.’ It's crucial therefore to use push notifications judiciously to avoid notification fatigue among residents.
4. Resident Portals and In-App Messaging
Utilising a resident portal or in-app messaging system can centralise communication with your home users and provide residents with easy access to all the important information they need.
E-commerce agency, Reckless, conducted a study into the different methods of communication businesses can use. They reported on the findings, stating, ‘Our study found that in-app messaging had a startling 75% open rate.’ In-app messaging is therefore a good path to high engagement, and the app could also provide additional benefits such as a library of documents, facilitating service requests, and serve as a hub for community announcements.
5. Active Listening and Feedback Channels
Beyond digital communication, establishing channels for residents to voice their concerns and provide feedback is essential. Regularly soliciting feedback through surveys or forums can help identify areas for improvement and demonstrate a commitment to resident satisfaction. The more residents feel their views are being listened to and acted upon, the higher their satisfaction levels and retention rates will be. ‘Remember, happy tenants are more likely to renew their leases, recommend the property to others, and contribute to a positive reputation for you,’ advises David Boyd from Peter Anthony Estate Agents.
So, now that the benefits of each method of communication have been outlined, you can choose which is the most effective tool for your particular message. However, it is also wise to keep in mind the best practices overall for communication between housing providers and residents.
Best Practices for Effective Communication:
Establish a Communication Plan: Develop a detailed plan outlining communication protocols, channels, and responsibilities. Based on the information above, you might consider certain channels for certain updates, e.g., emergency information via SMS, community updates via push notification, newsletters via email and policy and building updates via in-app messaging. Next, be sure to share this plan with all departments and team members to ensure consistency.
Encourage Feedback: Create platforms where residents can voice their concerns, share insights, and engage in constructive dialogue. This can be achieved by signing up to a resident engagement and property management solution, as well as through face-to-face events. Encourage open communication channels between residents and management to promote transparency and inclusivity.
Leverage Technology: Utilise digital platforms such as tenant engagement apps or online surveys to offer residents convenient ways to share their thoughts, report any issues or repairs that require your attention, and become part of the conversation.
Regular Check-ins: Schedule regular meetings or updates to keep residents informed about ongoing projects, community events, or policy changes. This can be done through a monthly newsletter or shared events calendar and fosters a sense of trust while keeping lines of communication open.
By integrating these communication strategies, homebuilders and housing providers can enhance resident engagement, improve satisfaction, and build stronger, more connected communities.
To find out how Spaciable can help you achieve and even exceed your resident engagement goals, please get in touch here to arrange a demonstration.