The final See Media Masterclass in our Spring series brought together communication experts from across the social housing sector to share insights on transforming resident communications. With the Housing Ombudsman Service recently highlighting poor communication as one of the most common resident concerns and the introduction of Awaab’s Law approaching in October, the session was intended to help housing communication professionals explore best practice and share ideas with their peers. Here are some of the key takeaways from what was a lively session.
Putting residents at the heart of communications
Niamh Madigan, Communications Lead at Settle, emphasised the 10,000-home landlord’s “relentlessly resident focused” approach through multiple engagement channels. Settle’s comprehensive framework includes resident panels, a digital platform with 1,500 users and its annual ‘Big Door Knock’ initiative.
“We want to hear from residents. We want to go out and meet them. We want to meet them digitally and really understand the concerns that they have, issues that they have at home but also find out from them as to how we can improve our services,” said Madigan.
Building trust through better written resident communications
James Calnan, Communications Manager at 14,500-home Eastlight Community Homes, highlighted Eastlight’s ‘Think Customer’ approach, which includes workshops for staff on improving written communications.
“The biggest drivers of overall satisfaction – after home maintenance – are that we listen to residents’ views and act, that we treat residents fairly and that we keep them updated about the things that matter to them. There is a clear and well-established link between trust and good communication,” said Calnan.
The human face of housing providers
Sarah Thomas, Senior Director at See Media, noted the shift in focus towards resident communications in recent years and the importance of showing the human side of organisations.
“Demonstrating the key characteristics of the people that work in organisations gives a better understanding, better empathy between both residents and colleagues within housing providers. If we all understand each other a bit better… the number one mission for most housing providers is to improve resident satisfaction,” Thomas said.
Accessibility remains crucial
All speakers emphasised the continued importance of multiple communication channels, with printed materials remaining essential alongside digital options. They also stressed the need for clear, jargon-free language and accommodating various accessibility requirements.
Housing providers looking to improve resident communications should focus on putting residents first, using clear language, showing the human side of their organisation, and ensuring communications are accessible to all residents through appropriate channels.
What next?
For a full recording of the See Media Masterclass ‘Transforming Resident Communications’ visit:
For key takeaways from our two previous See Media Masterclasses, please visit:
March 2025 – Getting Crisis Comms Right in Social Housing
April 2025 – Harnessing AI in Social Housing Comms
If you’d like a chat on resident communications, AI, crisis comms, or anything raised in our See Media Masterclass series, please contact hello@see-media.co.uk.
Stuart Macdonald is Managing Director at See Media
