Breaking Property News 25/09/24

Daily bite-sized proptech and property news in partnership with Proptech-X.

 

Maximising built environment stakeholder engagement via multichannel media

David HartleyPR and Marketing Manager for Conscious Communications has some excellent advice for developers and asset owners operating in the built environment sector, who need to get their message across,

‘Stakeholder engagement is more than just a procedural requirement set out by planning officers, but a core piece of project delivery that can influence the long-term success and value creation of a development.

To effectively engage with the critical local communities, developers must be aware of the diverse range of stakeholders on their doorstep – from local residents and businesses to local authorities and community groups – who each possess different needs, concerns, and level of influence. Ensuring that you employ the right activity, on the right channels, at the right times to reach and involve the varied audiences can go a long way in building trust and fostering meaningful connections, cementing the development’s status and importance within the community.’

‘The four priorities to consider are:

Mapping the landscape

Knowing your audience and who you are speaking to is the most important, but often overlooked, element of stakeholder engagement. Understanding and learning the audience is critical before deciding on the right channel mix and content strategy.

Developers must first map out these stakeholders, segmenting them by demographic, interest, and influence to allow for tailored messaging and channel selection for each audience. Crafting messaging to reflect the values of different stakeholder groups can ensure communications resonate more effectively.’

Building trust and credibility

‘Traditional media remains a powerful tool for reaching and engaging older audiences and those who may not be as active online. Local newspapers, community magazines, radio stations, and even direct letter drops can help developers connect with long-standing residents, councillors and community groups who value established and trusted sources of information. For example, press releases to local newspapers that highlight the social value benefits of a project can shape positive public opinion.

Local media also lends itself well to narrative driven content, helping to build trust by connecting the development with local stories, community heritage, or local tradition, humanising the project and building goodwill.’

Embrace two-way dialogue

‘Digital channels are an indispensable tool for reaching younger demographics and fostering two-way dialogue with the community. Social media platforms are particularly effective for reaching a broad audience of stakeholders quickly, sharing real-time updates, and encouraging community feedback.

Whether hosting live Q&A sessions with the project team or sharing behind-the-scenes progress, they help to keep the community informed and involved throughout the project lifecycle. It may also be worth checking for local resident or community groups on social media, which are great for hyper-local engagement.

Utilising these spaces to participate and connect with the community are crucial, and it is even more effective when putting people and faces from the project team at the front and centre of those communications. This helps to build trust by creating a more authentic, personalised and transparent engagement experience for stakeholders.’

Keep it local

‘Developers and businesses must embed themselves in the local culture to maximise the authenticity of communications. Content is king, always, so it is worth the time and investment to craft content that speaks directly to local contexts and issues. For instance, in a city like Cambridge, where economic prosperity is coupled with significant inequality, content should reflect these realities. Highlighting how a development project will provide affordable housing, create local jobs, or enhance public spaces can demonstrate a commitment to addressing local needs and fostering social value.

Partnering with local community groups or businesses in joint communications material, such as a sponsored event or a charity fundraiser, can add legitimacy to the narrative and create a sense of community ownership. This approach turns stakeholders into partners, enhancing the perceived value of the project to the wider audience.

In the built environment sector, where projects can have profound and lasting impacts on local communities, developers must strategically use the right media and marketing channels to reach and engage all stakeholders effectively. Successful stakeholder engagement strategies don’t rely on a single channel but an integrated, multi-channel approach to ensure the greatest reach and engagement possible.

By understanding the unique needs of different audiences, leveraging both traditional and digital channels, and creating locally relevant content, developers can build stronger relationships, foster trust, and deliver meaningful social value. In doing so, they not only enhance project success but also contribute to a more connected and cohesive community’.

 

Andrew Stanton Executive Editor – moving property and proptech forward. PropTech-X

Andrew Stanton

CEO & Founder Proptech-PR. Proptech Real Estate Influencer, Executive Editor of Estate Agent Networking. Leading PR consultancy in Proptech & Real Estate.

You May Also Enjoy

Breaking News

Homebuyers saving over £4,000 in SDLT despite increase

Homebuyers saving over £4,000 in stamp duty despite threshold increase, by opting for this particular property type The latest research from over-50s property specialists, Regency Living, reveals that homebuyers opting for a park home instead of a traditional bricks-and-mortar property are an average of £4,316 better off due to not having to pay Stamp Duty…
Read More
Breaking News

Industry reacts to latest Gov HousePrice Index

The latest index shows that: – The average monthly rate of house price growth in May rebounded to 1.1% following the -2.7% decline seen in between March and  April. The average annual rate of house price growth in May was up 3.9%. As a result, the average UK house price is now £269,000.   Colleen…
Read More
Cozy Pet Cat Tree Grey
Breaking News

Renter’s Rights Bill pet u-turn creates more questions than answers

The latest U-turn in the Renter’s Rights Bill (RRB) concerning pet ownership may temporarily protect landlords from the cost of pet-related damage, but it leaves major questions unanswered, warns Inventory Base, the UK’s leading property inspection platform. As confusion grows around whether the proposed pet deposit amendment will pass, the industry is left in limbo,…
Read More
Breaking News

Landlords See Higher Net Returns

Landlords See Higher Net Returns Despite Rising Start-Up Costs and Falling Buy-to-Let Incomes New research from Dwelly, one of the UK’s leading lettings acquisition and success planning experts, reveals that, despite an increase in start-up costs and a reduction in total buy-to-let income, the average UK landlord has seen an improvement in net returns when…
Read More
Breaking News

London lettings market gains momentum in June

London lettings market buoyed by surge in supply and growing renter activity, Foxtons data shows   Heightened rental activity in June, with applicant registrations rising 21% month-on-month Supply surged to its strongest level in four years, with almost 45,000 new listings recorded in June, an 18% increase on May   Average weekly rent climbed 1%…
Read More
Breaking News

The Renters’ Rights Bill edges ever closer to becoming law

Changes to overhaul the private rented sector across England have been a long-held ambition from Labour and has paved the way for the planned introduction of the Renters’ Rights Bill. Over the last twelve months the legislation has been working its way through Westminster and has been subject to oversight and debate within the House…
Read More