sector | proptech

How we co-created the UK’s largest resident survey to improve the lives of social housing residents

CLIENT | MRI Software

data as
thought leadership

project details

Thought Leadership
Concept creation
Content authoring
Go to market
Sales support

Project duration | two years

OVERVIEW

The Resident Voice Index™ initiative was a thought leadership project delivered to the social housing sector for free by MRI Software. MRI is a global proptech provider, working across multiple regions, market segments, drivers and client business types. The Resident Voice Index™ was created as part of a framework that could flex to meet a complex set of engagement objectives. us marketing worked with MRI Software to deliver this ground-breaking project since its inception. Creating the concept, comprehensive strategies and offering a diverse range of expertise, the contributions of us marketing were integral to the success of the Resident Voice Index™.

Meet the client

MRI Software is one of the leading players in a global real estate software market valued at over $12bn. They have over 45,000 clients worldwide, across commercial and residential real estate, property management, public and social housing.

PROBLEM

GAINING UK TRACTION

Integrating multiple UK housing tech heritage brands within a powerful global structure required a new brand identity to be firmly established for MRI. Bringing together this great pool of capabilities and knowledge, alongside a large direct network of social housing residents, MRI were in the position to utilise the substantial toolkit at their disposal to deliver meaningful and authentic thought leadership for free to the sector, that could have been sensitive to the new market dynamics.

Concept

Evidence backed ideation

From its beginnings, the intention was to mobilise social housing residents throughout the UK via direct networks and online community outreach to gather their experiences and feelings across multiple topics. This came at a time when both residents’ and the general public’s trust in the sector had been damaged. With regulation on the horizon at the time, integrating the voice of the resident had increased in urgency.

Working together from its inception, us marketing and MRI sought to establish a brand asset that could illustrate the expertise and capabilities within the business, deliver timely insights to the sector from unique data and build a community. Extensive research established gaps in topics that would be welcomed by the social housing sector. One outcome that was uncovered early on was the need to go beyond established satisfaction metrics. The Resident Voice Index™ initiative was therefore, built upon this principle. Following this, the us team collaborated with MRI data experts to build a comprehensive strategy, encompassing an evidence based approach, a participatory consultation plan, and brand awareness, engagement and launch strategies.

ACTIVATION

BRINGING THE CONCEPT TO LIFE

The project was a collaborative effort across multiple specialists in the social housing sector, including the Housing Association Charitables Trust, who we worked alongside to design the surveys and HQN with whom we have delivered consultations with both sector professionals and social housing residents.

The initial survey was designed and launched with a comprehensive brand awareness and engagement plan to ensure substantial take up for an initiative that was new to the market. The next task was mobilising residents to air their views, which was where our experience with HomeSwapper, MRIs newly acquired mutual exchange app, came into play. With over 250,000 active users and a Facebook community of 70,000 we undertook an advocacy marketing approach. This was in conjunction with a campaign that targeted the housing associations themselves. There were over 4,000 responses for the initial report, rising significantly in subsequent versions.

editorial

FINDING THE RIGHT EDITORIAL MIX

Authoring style focused on the data led by MRI data scientists without being too academic in its style. Key data points and facts had to be given meaning and translated into real world evidence that policymakers and planners could use as decision support. It also had to be in a digestible format for mainstream media and consumer use and ensure it was representative of what residents were feeling and saying. As co-authors of the subsequent reports, we gathered supporting evidence and reached out to topic experts to bring this unique data to life.

GO TO MARKET

WORKING ACROSS B2B AND B2C

A full content strategy was deployed, including paid and organic social media, direct marketing. This work fed into the wraparound launch plan for both B2B and B2C audiences, that included blog and editorial content creation, social media, press relations and podcasts.

One of the commercial objectives of the report was to start conversations with housing associations and local authorities. Housing leaders from the 250 housing associations and local authorities received copies of the report and sales collateral and talking points were created to ensure MRI teams were able to engage authoritatively with housing professionals at all levels.

RESULTS

The Resident Voice Index™ project was shortlisted for a Housing Digital Innovation Award for Most Innovative New Product, and garnered support from the National Housing Federation Together with Tenants.

MRI able to seen as long term supporter in local government and housing sectors. Sales teams were able to engage in a positive way with local authorities and housing associations, which worked across their portfolio of products.

TESTIMONIAL

James Lavery

VP EMEA Marketing

We wanted to be known for more than just delivering tech. Our goal was to be seen as an ideas business, and the Resident Voice Index succeeded in accomplishing that