RHP: Stronger resident communications start with listening and learning
19 August 2025
And the thread that tied it all together? Listen to your customers. Learn from them. And shape your communications around what they need, not what’s easiest to deliver.
One of the most valuable benefits of being a member of Placeshapers is the chance to connect with other communications professionals across the housing sector. For me, it’s the learning, the shared challenges, and the collective drive to do better that make these moments so worthwhile. That was especially true at the latest Placeshapers communications webinar: Achieving Stronger Outcomes in Resident Communications.
We not only heard from communication leaders from across the sector, but importantly, we got the resident perspective too (something that Placeshapers is great at doing).
Sarah Hodgkinson, Head of Communications at MSV, shared how her organisation moved from a C2 Consumer Standard rating to a C1 in just six months. As RHP prepares for our own inspection, her practical advice was timely and actionable. It reminded me just how critical our role as communicators is in setting the tone, building trust, and demonstrating accountability.
We also heard from Steve Southwell, former Chair of the Resident Voice at Worthing Homes. His message was simple, yet incredibly powerful: “Treat residents as individuals - not just a rent number.” Steve also suggested keeping an empty chair in meeting rooms to symbolise the resident voice - especially when no resident is physically present. A small gesture, but a huge mindset shift and one that has had a huge impact at Worthing Homes already where there is a pink chair in every meeting room.
Mark Sibson, Head of Communications at Amplius, introduced us to their psychographic segmentation model. By dividing customers into six distinct groups, based on their needs and motivations, from ‘Deliver’ to ‘Nurture’, they’ve found smarter ways to tailor messaging and support. It was a great reminder that effective communication isn’t one-size-fits-all, it’s about reaching people in the way that works for them.
And the thread that tied it all together? Listen to your customers. Learn from them. And shape your communications around what they need, not what’s easiest to deliver.
Turning insight into action
At RHP, I’ve recently led on the development of a new customer communications strategy. It’s been shaped by listening, through surveys, focus groups, and direct feedback from our customers. One of the strongest messages we heard was the desire for more localised content. Examples of how we’re responding to this include launching quarterly newsletters tailored to our largest estates, translated into the most spoken languages in those areas. We’re also rolling out a new digital platform that allows messaging and discussions to be targeted by postcode, bringing communications closer to home, and more relevant than ever.
The power of an hour
Let’s face it: our time is stretched. The sector is under immense pressure and scrutiny. But in an environment where regulatory expectations are rising and customer trust is more fragile than ever, taking time out to learn and reflect isn’t a luxury, it’s essential. After just one hour at the webinar, I came away reenergised, inspired, and more connected to why our work matters.
And it’s not just webinars and study visits that are on offer to Placeshapers members, you also get access to their communications library – which is jam packed with useful resources. My team have particularly benefited from the rent communication and healthy homes toolkits.
At a time when our shared challenges are greater than ever, staying connected and learning from one another has never been more important. For me, Placeshapers is integral to making that happen - helping us share insight, grow together, and ultimately deliver communications that truly meet our customers’ needs.