With resident engagement key to building trust between housing providers and customers, we’ve compiled some spook-tacular copywriting tips and perilous pitfalls to avoid when communicating with residents this Halloween (and beyond).
🎃 Don’t pickle your pumpkins
Like some of the best pumpkin designs, knowing when to keep it simple is important. Often in housing, we have to share quite complicated information with residents, and it can be tricky not to end up with lengthy, complicated communications.
Keeping to the bare bones of a subject will make sure your audience don’t get in a pickle – and are more likely to engage and take the information on board. Remember you can always refer to a web page, socials or a phone number if they need to know more.
🌟 Keep them spellbound with accessible language
Make sure the language you use is inclusive and accessible. As we’ve shared before in our Jog On Jargon blogs, the average reading age of adults in the UK is seven years old, so aim to keep comms uncomplicated. Use friendly, conversational language that’s warm and approachable, not cold and bureaucratic.
Bear in mind also that a lot of the language we use internally in the housing sector means nothing to residents. So avoid the deadly ‘decant’, demon ‘dwellings’, and vampire-ish ‘voids’. Keep them for internal comms or ditch them altogether.
👻 Know what haunts your audience
We know that residents have certain priorities and concerns, namely the standard and affordability of their homes, prompt and efficient repairs and the safety of their estate and communities. Wherever possible, make sure your copy and communications directly address these priorities.
It may well work in your favour if you’re looking for more residents to get involved with your organisation too. Talk to residents about the things they care about, and they are more likely to work with you on issues or make suggestions.
And remember not to ignore the ghosts of feedback past! Try to include and refer to any changes you have made as a result of resident feedback whenever you can.
👹 Tell fang-tastic stories
We love telling stories at See Media – as you can see from our new website. Every community and lots of residents have stories that they love to share. Telling those stories keeps the real people we are supporting at the heart of everything we do.
Talking to residents and sharing real-life testimonials or positive stories builds connections and makes your copy feel more human. Stories can also highlight how your services have helped a resident or community, and how you’d like to help others. A resident story can also lead to great coverage – and not just in the local press – top housing titles are often interested in featuring residents’ experiences.
🎂 Deliver treats, not tricks
When communicating with residents, wherever possible focus on the benefits of your housing or services. People want to know what positive changes they’ll experience—whether it’s safer neighbourhoods or access to better digital services. Deliver messages that feel like a treat: useful, reassuring, and clear.
Remember to include clear calls to action too. Whether you’re inviting them to a community event or reminding them of some guidance you’d like them to read, make sure your CTAs are visible and easy to follow.
✅ In summary, our Halloween tips for avoiding the curse of bad communications are simple: no hocus-pocus or spells to unravel – just clear, concise language, copy that engages, and no jargon. There are lots of simple accessibility guides that can help too – we like this one from Charity Comms and use https://communication-access.co.uk/ for accessibility training.
If you’d like to talk to us about your comms and copywriting needs – whether it’s for residents or with the wider sector, email hello@see-media.co.uk (we promise we won’t normally use this many puns!)
Stacey Cooper is a Copywriter at See Media.
