Using Insight & AI to Improve Community and Resident Engagement
As a supplier of services to housing associations and local authorities, Sureserve take our communication to residents seriously.
The G15 report from January 2025[1] shows that 1 in 2 residents feel communication is not good when coming from the landlord. This is often due to communication approach and complexity of messaging. When we write without insight of our audience, we are likely to write in a style that suits us rather than the reader. This can lead to a lack of engagement with communications related to landlords and slow access to properties to carry out key works.
Successful retrofit and renewable projects, in fact any project that requires entry to their homes, will include creating a connection with residents and communities through relatable and engaging communication.
Strong support for renewable energy in the UK has declined since 2022 to just 1 in 2 of us declaring that support. Although those opposed remains constant at around 2%, there is a need to address the indifferent to really drive change[3].
Effective communication planning is key to influencing behaviour change and encouraging those who might lack in enthusiasm to adopt changes.
Three proven strategies for accelerating adoption of a behaviour are:
1. Contagious commitment: Utilising early adopters to infect others with their enthusiasm and overcome resistance to the change.
2. See hear do: Creating a show home (this could be via a void home as a demonstrator) where residents can access and explore and compare it to their own home.
3. Crowd influencing: Use social proof and collective behaviour such as a social event where people they recognise as neighbours and similar to them share their experiences.
Language and tone
As people, we respond better to words, writing style and imaging that resonates with us. We have a desire for things to feel familiar.
With 16 different languages spoken in social housing in UK, and up to 10% of residents having additional access needs[1], it’s essential to write to be inclusive and for key messaging around complex processes to be simple, clear and relatable.
Some ways you can support access to more with your communications are:
- Write for a reading age of 8
- Provide alt text for images online
- Deliver visual communication
- Create translated content linked to cultural relevance
Utilising visuals that help communicate, including short form video, can significantly increase uptake of messaging across digital platforms [4].
AI as a tool
AI tools can significantly enhance communication and the speed at which we can communicate.
Your job won't be taken by AI. It is, however, likely to be taken by someone using AI well. And by well I also mean safely. Some AI tools that are seen to be useful are:
DeepL: A comprehensive Language AI platform for effective cross-cultural communication.
Microsoft Copilot: Your companion for advice, feedback, and straightforward answers (it helped me summarise slides for this)
ChatGPT: Helps with writing, learning, brainstorming.
Brandwatch: AI-powered sentiment analysis for understanding brand reputation
When using AI, it is key to ask it quite specifically what you want to know so it can work hard to get you the best answer. Below some ChatGPT prompts that can help unlock thinking and approach to communication in communities with different cultural situations.
ChatGPT Prompts
Useful prompts to support writing:
1. Understanding cultural norms
Prompt: "Identify key cultural norms I need to consider when communicating with residents from XXXXX."
Sample Response: "Address individuals with proper titles, be aware of the importance of tone, and understand the value placed on group harmony."
Use Cases: Relationship building, interactions as business to community.
2. Language barrier mitigation
Prompt: "How can we mitigate language barriers in our multinational communities' communications?"
Sample Response: "Offer multilingual translation resources, recommend visual aids for key concepts, and encourage the use of clear, simple language."
Use Cases: Community education, documentation, company-wide resident announcements.
3. Localising communication content
Prompt: "Localise communication content effectively for our XXXXXX residents."
Sample Response: "Customise messages to reflect local idioms, social norms, values, and expectations while maintaining brand consistency."
Use Cases: Marketing materials, customer outreach, social media campaigns.
Please note: This short articles is designed to be a support and not a strict guidance to communication.
References:
[1] G15-Research-Report_Taking-the-stigma-out-of-social-housing.pdf
[2] English Housing Survey – Social rented sector 2020-21 https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/1088500/EHS20-21_Social_Rented_Sector_Report.pdf
[3] DESNZ Public Attitudes Tracker Spring 2024, renewable energy
4. AI for Crafting Authentic Stories for Social Impact Campaigns | by Glen Marks | Medium