The key to successful resident engagement on retrofit

Landlords should consider how they use great social media content to educate the whole family authentically, not just those who are residents. How can you start the conversation at the kitchen table over a cup of tea or a Sunday roast?

I don’t know about you, but I’m always educating my parents about things they have heard on the news or from the lady in the corner shop. And my own children are also always educating and influencing me! 

Integrating social media into an engagement strategy can expand the reach beyond immediate residents. Platforms like Facebook, TikTok and Instagram offer landlords the opportunity to share educational materials and foster conversations.

At Sero, we’ve seen first-hand how vital it is to educate residents on the advantages of retrofitting and I strongly recommend that landlords leverage digital platforms and content marketing to build trust and encourage conversation.

Build trust through education

Residents may be sceptical when they hear about significant investments in retrofitting homes, questioning whether such promises are too good to be true.

Clear, accessible content can address these concerns. Landlords need to explain how retrofit technologies such as heat pumps, solar panels and battery storage work, and how they help reduce energy bills to benefit both residents and the environment.

Landlords can also benefit from engaging with local Facebook groups or similar platforms where residents voice concerns. By actively participating in these discussions, landlords can gain a deeper understanding of the challenges residents face and address them in a transparent and approachable manner. This involvement shows a genuine commitment to the community and improves trust between landlords and residents.

Also consider influencer marketing: consumer brands are seeing great results from this tactic, driving both awareness and advocacy.

The influencer doesn’t need to be an A-list celebrity. The key is finding someone who aligns with residents’ values and aspirations. This could be a local sporting hero, a TikTok creator or an entrepreneur who grew up in social housing. Their passion for tackling climate change and their ability to educate with authenticity could be incredibly powerful.

And don’t forget about future green influencers. Landlords might have the next Dominique Palmer, Mikaela Loach or Elizabeth Wathuti growing up within their communities. They should look to engage with local schools, colleges and universities in order to find them.

Encourage collective responsibility

While landlords have a responsibility to educate and build trust, residents also play a role in making their homes more sustainable. Small actions such as recycling or choosing more sustainable products can make a big difference. By encouraging these behaviours, landlords can help foster a collective sense of responsibility for the environment.

At Sero, we act as an intermediary between landlords and residents, and we are as invested as the social landlords we work with. We understand the challenges each side faces and appreciate that renewable technologies can initially seem intrusive. Still, we know first-hand the long-term benefits they provide, including lower energy bills and healthier homes.

By prioritising clear communication, utilising digital tools and fostering trust, landlords can build long-term relationships with their residents. These efforts will not only create healthier and more sustainable living environments, but will also encourage broader conversations around a sustainable future.

A well-executed resident engagement strategy is crucial for ensuring the success of retrofit projects and the combined efforts of us all will help shift the dial in the right direction for both people and planet.

Emma Williams, chief operating officer, Sero