WHATSAPP FRAMEWORK

Overview  

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The document outlines the Good Landlord Charter’s WhatsApp communication framework aimed at improving engagement amongst landlords. Utilising the platforms for announcements, messaging, and establishing future community groups. It includes the guidance for use of the platform, risk mitigation strategies, and the process of moderation to maintain professionalism, and data security.  

 

Context 

 

Improving engagement of Supporters is a priority for the project, there are currently challenges based on response times and understanding of the whole process. Many landlords have expressed WhatsApp as a preferred communication channel, for various reasons including:  

• Feeling overwhelmed by lots of emails  

• Infrequency of checking emails  

• Preferred communication with tenants and tradespeople is done via WhatsApp, so a desire to keep property related communications in one place  

 

Aims

 

The aim of this new communication method seeks to:  

• Improve engagement with Supporters 

• Improve responsiveness of Supporters 

• Increase awareness of Charter events and incentives 

• Further embed concept of community 

 

Pillars of Approach 

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There are three pillars to our use of WhatsApp to achieve its aims; Marketing, Steps to Membership, and Community.  

 

Marketing 

 

Announcements will be used in the following ways: 

• Advertise events with links to register 

• Share documents such as Membership guide  

• Advertise incentives to drive take up 

• Advertise other uses of WhatsApp (see other pillars) 

 

Guidelines will be added to the Community welcome page, anyone in breach will be instantly removed, see appendix for guidelines and moderation. 

 

Steps to Membership 

 

Messaging advisors instead of emailing will be an option for Supporters, this will involve them taking the first action of reaching out on the channel. Details initially shared as an announcement. 

First message in chat from advisor will share guidelines (inc SLA) and this will be pinned in each chat. See Appendix 3 for guidelines and moderation. 

 

Community 

 

After the above two pillars have been tested for at least three months then adding groups will be considered. This pillar carries more risk so learnings from the above must be used before setting up any group. Current projection is that groups will only be open to Members and will be set up June 2026. The Landlord Advisory Group will be involved before any decision is made.  

 

Appendix 1 – Community Guidelines 

 

Copy for invite 

 

Joining this WhatsApp community is completely optional and by joining you are opting in to receive updates. You’re free to archive, mute or leave at any time. 

 

Copy for Community welcome page 

 

Welcome to the Good Landlord Charter Community for Supporters and Members. We will use this space to share updates, information, and opportunities. This space is opt in, you can leave at any time. We ask that everyone engages with the Charter in good faith and in a way that reflects the values of professionalism, respect, privacy and constructive engagement. Any behaviour that undermines this, including misuse of the Community or contact outside its intended purpose, may result in removal from the Community. 

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At present, the Community is announcement only, there are no discussion groups, though we may introduce these in the future if there is interest. 

 

Copy for first message sent and pinned in direct messages 

 

Welcome, and thank you for getting in touch. This WhatsApp chat is here to support communication with your Charter advisor, but response times are not quicker than email; please allow 2 to 3 working days for a reply. Messages are monitored Monday to Friday, 9am to 5pm only, and an out of office message will be used when I'm away. If you would like to speak by phone, please request a call rather than calling directly, so we can arrange a suitable time. 

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Appendix 2 – Risk Register 

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