Exploring the Impact of Nudge Theory: Insights from Our Latest Tenant Survey (Damp & Mould)

Long story short: Employing nudge theory looks to have increased our response rate more than 300%. Carry on for long story long.

Incentives for reporting - learning lessons from claims farmers:

During a disrepair inspection last week, I visited a lovely couple who hadn’t reported any damp or mould issues in the last three years. In fact, there hadn’t been any repair requests in the last two years, and the last report related to their home came from a passing neighbourhood officer who noticed a blocked gutter in 2022. The tenants hadn't responded to our general requests for information about homes affected by damp or mould, which we send out regularly via rent statements and annual reports. They also didn’t respond to our targeted communication back in May this year, which we sent directly to their email address with their actual address in the title and a number of simple methods to respond.

But despite all this, they had raised a legal disrepair claim. And it wasn’t because they were particularly upset with the condition of their home or had proactively sought legal advice on their own. It was because a claims farmer contacted them on just the right day, at just the right time, and spoke in a language that resonated with them. The tenant told me that this person claimed to be from the Council Repair Team and asked if they had any mould. They explained that by reporting the issue, the tenant could be eligible for compensation—around ￡2,000.

The tenant mentioned they were concerned it might be a scam, but since they did have some ongoing issues, they signed the paperwork, and that’s how the claim made its way to my desk. Obviously, these kinds of tactics are underhanded, and quite possibly illegal, but there are some important lessons here for us.

No, I don’t have ￡2,000 to offer as an incentive for every tenant to tell me about their disrepair. But what this case highlights is the importance of how and when we contact our tenants. However immoral it was, the inspection has taken place and there is a whole list of repairs, improvements and tenant actions we now have to improve the health of this home, which can never be a bad thing.

Do non-financial incentives or nudges work?

This experience leads on quite neatly to an trial I am partway through. Last month, we sent out letters and surveys to all households that had reported damp or mould issues at some point in the past but had not done so recently. The response rate was a modest 8.2%, with 81% of respondents confirming that they still had issues.

If we assume that the 91.8% who didn’t respond are tenants who no longer have issues, we might conclude that only 6.66% of tenants still face problems, while 93.33% do not. But I’d be cautious about closing cases based solely on non-responses. Realistically, we estimate that the true figure homes experiencing any DMC, in any room, at any point in a 12 month period falls somewhere between 10-17%.

However, what stood out most from this survey was the result of an experiment we conducted regarding the wording of the cover letters. We split the letters into two groups: one received a standard letter, and the other a letter inspired by Nudge Theory, which uses subtle techniques to encourage people to take action. The groups were randomised across different areas and housing types to ensure a fair comparison.

What did we find?

13% of tenants who received the nudge-style letter responded, compared to only 3% of those who received the standard letter. That’s a 333% difference in response rates from just changing the way we communicate!

This trial demonstrates how even small adjustments in our approach can make a big difference. Just like the claims farmer who caught our tenant’s attention, we need to be thoughtful about the timing, tone, and messaging in our communications. The better we understand how to engage tenants, the more effective we can be in resolving issues before they become bigger problems.

What did the letters actually say?

Our focus was on transparency, empathy, health, and community. The nudge-style letter aimed to acknowledge the tenants’ experiences, emphasise the importance of maintaining a healthy home, and highlight how reporting issues could benefit the broader community. We wanted to convey that by addressing their concerns, we could help improve not only their living conditions but also those of their neighbors.

This approach contrasts with the more formal tone of the standard letter, which simply informed tenants of the survey and requested their participation. By shifting the language to be more tenant-centered, we saw significant improvements in engagement.

Standard letter:

"Damp and Mould Survey

As part of our commitment to address the rising issue of damp and mould in homes, we are surveying all tenants to find out the current status of each home and setting an action plan for any homes experiencing these issues.

Our records suggest that your home may had had damp, mould or significant leaks in the past. Knowing whether this is still an issue or not can help us to help you, and your community. We may have new knowledge or technology available since we last spoke to you.

Please complete the survey even if you do not have damp or mould at the moment.

?Complete the Survey in 3 Easy Steps:

?1.??? Complete the survey as best as you can

2.??? Pop it in the pre-paid self-addressed envelope

3.??? Pop in in the post box

?or you can simply scan this QR code to complete our damp and mould survey online:

Thank you for taking the time to complete this survey. If you have any questions, urgent repairs or need assistance, please contact us on 01884 255255 or [email protected]"

Nudge Theory Style Letter:

"Help Us Keep Mid Devon Homes Healthy and Safe

Did you know that more than 9 out of every 10 Mid Devon Housing homes are free from damp and mould? We are proud of this achievement, but we need your help to maintain and improve this standard. We believe every home should have the opportunity to be healthy and safe.

A 2023 Utilita report suggests that nearly 1 in every 4 homes in the UK might be experiencing some form of mould, and 1 in 5 homes have some form of dampness. These issues can affect health and wellbeing, so it’s vital that we identify and address any problems as early as possible.

Can you help us lead the way?

Our records suggest that your home may had had damp, mould or significant leaks in the past. Knowing whether this is still an issue or not can help us to help you, and your community.

Whether or not your home suffers from damp, mould, or condensation, taking just 5 minutes to complete our survey will make a significant difference. Your participation will help us identify and resolve issues in your home or others within our community.

Why Your Input Matters:

?·?????? Community Wellbeing: Your feedback helps us ensure that all homes in Mid Devon are healthy and safe.

·?????? Preventative Action: Early detection can prevent minor issues from becoming major problems.

·?????? Shared Responsibility: By working together, we can maintain our high standards and improve living conditions for everyone.

·?????? Tricky fix:Damp and mould is difficult to resolve first time, it’s about 50% success rate for us. The more information we have helps us to improve this success.

?Complete the Survey in 3 Easy Steps:

1.??? Complete the survey as best as you can

2.??? Pop it in the pre-paid self-addressed envelope

3.??? Pop in in the post box

or you can simply scan this QR code to complete our damp and mould survey online:

Thank you for taking the time to help us keep Mid Devon a leading example of healthy, safe housing. If you have any questions, urgent repairs or need assistance, please contact us on 01884 255255 or [email protected]"

What's next?

The next step in our journey is to repeat the same process with households that have no history of damp or mould, to see if there’s a similar pattern in response rates. This will allow us to explore whether the nudge-style approach can engage tenants who might not have reported issues in the past or aren’t experiencing them currently.

Based on this early insight, it’s clear there is real merit in introducing the nudge approach to much more of what we do. By shifting the way we communicate, we can potentially foster stronger relationships with our tenants and gain a more accurate picture of the conditions within our housing stock. It’s about being proactive and ensuring that no one falls through the cracks.

Alongside this, we have recently made progress with changing our repairs satisfaction survey approach, by making use of modern technology offered by Voicescape. We will most certainly be looking to consider the wording in any of these surveys to make the most of them - watch this space!