Australasian Housing Institute, AHI

GENTLY DOES IT: Nudge Theory in action

Nudge Theory is a means of delivering service improvements through behavioural insights. Ellis Blaikie explains how Bridge Housing put Nudge Theory into practice, which won them a New South Wales ahi: Brighter Future Award 2023 for Excellence in Social Housing.

In the busy world of housing service delivery, we're often quick to jump into action when a problem arises. This is absolutely the right thing to do when it comes to responding to tenants in crisis. But the tendency to leap straight to solutions can hinder critical analysis. This can lead to interventions based upon assumptions rather than evidence when it comes to addressing service problems.


Nudge Theory provides an evidence-based framework to support the design of service improvements that deliver customer-focused results.


What is Nudge Theory?


Nudge Theory draws on research from behavioural economics and social psychology about the way people make decisions. Central principles underpinning the approach are that people usually make decisions that are in their best interests and that most people are pro-social. Positive reinforcement and framing that emphasises both collective and individual benefits can influence behaviour without removing individual choice. When designing policies, programs and processes, Nudge Theory offers an opportunity to positively influence choices through close attention to the decision-making context.


As a framework, Nudge Theory calls for detailed analysis of the issue at hand to build a picture of the people making the decision and the broader context influencing their decision. Based on this, a specific behaviour should be identified as the target for change. A series of ‘nudges’ can be designed based on this analysis. Interventions should be tested against a control group to gauge their effectiveness and, if successful, they can be implemented broadly.

How do 'nudges' work?


Our brains use shortcuts called heuristics to help us make decisions under pressure. These heuristics consider all our previous experiences to ensure we aren’t constantly overwhelmed every time we need to make a choice.


Research has identified consistent commonalities across Western cultures, which is where the vast majority of research has been conducted. The Behavioural Insights Unit in the UK has distilled these into the ‘EAST’ framework to support the design of Nudge policy interventions:


  • Easy – as humans, our default is inaction, and we're more likely to take action the less effort it requires. When designing programs and services, this means making it as easy as possible for the end users, for example, through the use of default options and low barrier processes.
  • Attractive – people like to have fun and are likelier to engage with something that draws attention, offers a clear reward or that we believe is personally for us. Hand-addressed letters have an open rate of 99%.
  • Social – research on social norming suggests that most people want to fit in and will take action to do so. By drawing the attention of service users to the behaviour of similar people, they are more likely to take action that aligns with the majority. Commitment devices also draw on sociability, making people more likely to follow through on an action they have previously committed to.
  • Timely – we're more or less receptive to decisions at particular times, so it’s important to give users what they need, when they need it. We're more heavily influenced by immediate costs and benefits than those that will be delivered later, so drawing attention to short-term impacts can be highly effective.


The process for designing and reviewing processes using Nudge Theory includes:

  • Detailed customer and staff workshopping and data analysis to understand the specific behaviour the intervention is targeting;
  • Mapping the range of interventions that draw on Nudge Theory principles – this can include technological fixes, communication approaches or service delivery changes.
  • Randomised control trial approach to assess the impact of the intervention – this assesses the effectiveness of the intervention and avoids large-scale implementations that don’t work;
  • Broader roll-out based on the outcomes of the trial – only for interventions that are proven and deliver measurable impact.


How can it apply to housing service delivery?


In social housing, we're often required to design and deliver services to comply with complex policies and legislation. This leads to a staff and tenant experience that can be complicated, impersonal and, sometimes, even punitive. Nudge Theory offers an opportunity to put staff and tenants at the heart of service design, by identifying improvements that can be easily implemented while ensuring compliance with all relevant requirements.


"At Bridge Housing, we’ve been using Nudge Theory to deliver service improvement projects since 2021."

At Bridge Housing, we’ve been using Nudge Theory to deliver service improvement projects since 2021. To embed the approach as a way of doing business, we've prioritised projects based on impact, focusing on high-volume processes. Our leadership team receive Nudge Theory training and further build their capacity through contribution to broader projects and delivering smaller nudges specific to their roles.



Customer journey mapping has been a key strategy in Bridge Housing’s Nudge Program. Drawing on the experience of staff and tenants, processes are mapped and each touchpoint evaluated against the EAST framework to identify improvement opportunities. Clear and timely communication is key, with most projects overhauling the previous communication processes. Digital systems are also crucial in delivering operating efficiencies, with the implementation of webforms enabling us to offer tenants a self-service option while also allowing internal processes to be streamlined for staff.

"We commenced our Nudge Program with a deep dive into our management of property inspections."

We commenced our Nudge Program with a deep dive into our management of property inspections due to the low rate of first-time access and the considerable time and cost involved in rescheduling appointments. Since then, we've used the approach to review our repairs appointments, rent review communications, arrears communications and property sign-up process. All reviews have resulted in changes and improvements to the way we do our business and have improved tenant and staff satisfaction.


The outcomes demonstrate the impact of Nudge as a framework for service improvement:


  • First-time property inspection – access increased from 73% to 95%, equating to over $55,000 in annual savings in staff time, staff and tenant satisfaction levels increased;
  • First-time repairs access – 100% access rate compared to 90% for the control group in the trial;
  • Electronic sign-ups – saved Bridge Housing approximately 45 minutes of administration time per sign-up since going live in 2021, resulting in estimated savings of over $150,000 to date and ensuring compliance with all legal requirements;
  • Rent review – the proportion of tenants returning their forms on time increased from 55% to 73%, and the balance of tenants placed on market rent reduced from 10% to under 1%;
  • Rent arrears management – streamlined communications and improved tenant response rate to arrears contact led to a 34% increase in the proportion of tenants on repayment arrangements;
  • Hand up – streamlined the administrative process for staff and support partners using a webform and a monthly congratulatory text for participants led to a 65% increase in program uptake.


Nudge Theory is an evidence-based, replicable model of service design and should be at the core of every social housing provider's service improvement approach. Nudge puts people at the centre of service delivery, as they should be.


To learn more about how to apply behavioural insights in community housing, you're invited to join the ahi's Applying Nudge Theory workshop on 2nd May 2024.

A better resident experience? Yes please!


Jo Leckie from Big Picture Training further explains how Nudge Theory can be used in a social and affordable housing context.


For CHPs, the quest to enhance the resident experience goes beyond bricks and mortar—it's about fostering a sense of belonging and empowerment within communities.


At the heart of behavioural insights lies a profound understanding of human behaviour—the decisions, motivations and perceptions that shape our actions. By delving into these psychological intricacies, housing providers can gain invaluable insights into the diverse needs and preferences of residents.


Personalisation: A catalyst for connection

One of the primary advantages of behavioural insights lies in its ability to facilitate personalised experiences. Every resident has unique requirements and, by leveraging these insights, CHPs can tailor their services, support systems, and community initiatives to suit individual preferences. Whether it's offering targeted assistance programs or customising communication channels, personalisation fosters a stronger bond between residents and their housing providers.


Simplifying Processes: From complexity to clarity

Complex administrative procedures often act as barriers to effective engagement. Applying behavioural science principles enables the simplification of forms, communication channels and service structures. Streamlined processes and intuitive interfaces not only ease resident interactions but also encourage greater participation and involvement within the community.


Proactive Engagement: Anticipating needs, building trust

Behavioural insights empower providers to anticipate the needs of residents. By identifying behavioural patterns, such as maintenance requirements or support necessities, CHPs can proactively engage with residents. Timely interventions not only address concerns promptly but also establish a foundation of trust and reliability within the community.


Encouraging Sustainable Practices: Nudging towards Collective Impact

In the pursuit of sustainable living, behavioural insights play a pivotal role in fostering environmentally friendly behaviours. Simple nudges, such as highlighting energy-saving tips or waste reduction initiatives, can instigate significant Collective Impact within communities. By aligning behavioural insights with sustainable initiatives, CHPs contribute to a greener, more conscientious society.


The Road Ahead: Embracing change and empowering communities

The incorporation of behavioural insights isn't just an evolution in service provision—it's a revolution in community empowerment. By utilising these insights, CHPs transcend the traditional role of mere accommodation providers. They become facilitators of vibrant, inclusive communities where every resident's needs and aspirations are acknowledged and supported.


Big Picture Training works with community housing providers in the UK and Australia to embed behavioural insights as a philosophy, and will be facilitating the ahi: Applying Nudge Theory online workshop.

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February 14, 2025
It is with great pleasure that we announce nominations are now open for the ahi: 2025 Brighter Future Awards .
February 14, 2025
About the Australasian Housing Institute The Australasian Housing Institute (ahi) is a professional body for workers in the social and affordable housing and Specialist Homelessness Service (SHS) sectors across Australia and New Zealand. It has Branch Committees in each state and territory, as well as in New Zealand. The ahi is submitting a response to the Draft NSW Homelessness Strategy (the Strategy), representing the collective feedback of the NSW Branch Committee, with the support of the entire ahi organization. With over 2,000 members across NSW, ahi members work in both government and non-government housing organizations. The ahi has a long history of collaborating with SHS, Specialist Disability Services, and other mainstream services, including health, education, and local councils. For the past 25 years, ahi has been proudly delivering training for industry housing professionals across a wide range of areas, including tenancy management, asset management, and governance. The ahi also hosts masterclasses and networking events to support its members. The ahi provides professional development to the workforce through: Training and knowledge-building on a range of issues relevant to social housing professionals, from induction programs for new workers to advanced and specialized training in areas such as asset management, trauma-informed approaches with applicants and tenants, personal development, and community participation. A mentoring program that pairs experienced professionals with newer or younger members to help them achieve their career aspirations and goals. A certification program for social housing professionals to uphold professional standards and ensure success in their area of expertise. Leading the Annual Brighter Future Awards, which recognize excellence in the social housing industry. Promoting active, engaged, and connected membership through the delivery of topical events, seminars, webinars, masterclasses, and more. As a member-based professional body, the ahi is uniquely positioned to build trust, enhance skills, and foster relationships across both the government and non-government sectors, as well as between organizations. Summary The ahi congratulates the NSW Government on its significant investment of $6.6 billion in the 2024 budget, aimed at tackling the unprecedented housing stress and the rising numbers of individuals experiencing homelessness driven by the ongoing rental crisis in both the private rental and social housing sectors. The Strategy for 2025-2035 is highly commendable, with its three core goals—rare, brief, and non-repeated—standing out as ambitious and impactful objectives aimed at addressing homelessness. These goals are set to bring about significant changes in the social housing system and provide a clear policy framework to guide efforts toward achieving meaningful outcomes over the next decade. The ahi recognizes the importance of this Strategy and the critical role that the social and affordable rental housing system plays in meeting these goals, emphasizing the need for genuine, whole-of-government collaboration in delivering results. This approach involves collaboration across government, the not-for-profit community housing sector, and mainstream services, all supported by SHS’s within a Housing First framework and guided by a clear governance structure. It marks a shift from a deficit-driven perspective to a solution-focused, positive approach. The success of this transformation relies on collective efforts through co-design, co-evaluation, and co-delivery, ensuring the long-term effectiveness of the change. For this paradigm shift to succeed, it will require a skilled, committed, and dedicated workforce, as outlined in Principle 8 (The Workforce is Strong and Capable). Recognizing the need for a sustained, locally connected workforce is crucial to addressing the diverse needs of individuals experiencing homelessness across all three phases of their journey. In its feedback on the Strategy, the ahi emphasizes the importance of focused attention on homelessness and social housing workforce planning, professional development, industry support, and the need for culturally competent workers—both paid and voluntary—who bring diversity, inclusion skills, and lived experience. Finally, the ahi urges that Principle 8, which highlights the strength and capability of the workforce, be prioritized, particularly in supporting First Nations people experiencing housing stress and homelessness, with a long-term vision extending beyond the next 10 years. Detailed response The following is more a detailed response from the ahi to the questions outlined in the consultation paper for the Strategy. SECTION 1: The Guiding Principles of the Strategy 1. What do we need to consider as we implement services and system reform guided by these principles (total 9) over the next 10 years? As we implement services and system reform guided by these principles over the next 10 years, the ahi suggests the following approaches be prioritized: Workforce planning should be a key focus in the first rolling action plan (2025-2027), with an emphasis on forecasting the ongoing skills and competency needs throughout the life of The Strategy. This will ensure the workforce is equipped to meet evolving demands. Increasing the supply of dwellings to address crisis, transition, and permanent housing needs must be matched by a parallel increase in the workforce. This includes expanding both paid employees and volunteers within social housing, community housing organizations, and Specialist Homelessness Services (SHS). A well-supported workforce is essential to ensuring the successful and sustainable delivery of outcomes envisioned by the Strategy. Skilling workers who assist First Nations people experiencing homelessness should be prioritised. This requires a culturally competent workforce at all levels to provide high-quality services and ensure that First Nations people do not experience repeated homelessness. By focusing on cultural competence, we can foster better outcomes and long-term stability for these communities. 2. Which Principle should be prioritized and why? The ahi fully supports all nine Principles, with particular emphasis on Principle 8: Workforce is Strong and Capable, as being foundational. Addressing homelessness is a person-centered solution that requires culturally competent employees and volunteers who can establish strong, supportive networks with wraparound services at the local community level. This is essential to meeting the evolving needs and remains a high priority in the First Action Plan (2025-2027). Ongoing professional development for workers is crucial to ensuring long-term success in meeting the changing social, economic, and environmental needs of those living in quality housing. It is also vital for ensuring tenants not only live well but stay connected to their communities. Supporting the workforce’s safety and wellness is key to maintaining a capable, resilient workforce, which in turn ensures the best possible quality of housing, management, and support for tenants. SECTION 2: Strategy focus areas: 1. To make homelessness rare, what should NSW prioritise for action and why? The ahi believes that adequate funding for SHS’s is essential to ensure they are properly resourced to assist individuals at risk of or in a crisis state of homelessness at the point of need. The ability to identify risks and allocate resources effectively for intake assessments and service coordination is key to early intervention and prevention. A triage system is vital for facilitating positive outcomes, aiming to make homelessness a one-off experience. The ahi also supports dedicated funding for staff training and development in this field, recognizing its importance in preventing homelessness from becoming a long-term issue. Investing in training allows for timely and appropriate interventions, helping to break the cycle of homelessness early on. 2. What opportunities and risks are there for implementing actions under this outcome? Delaying action in assisting individuals experiencing homelessness can lead to a loss of faith and hope in the NSW housing system, pushing them toward the justice system or, in the case of older people or women escaping domestic violence, even premature death. Implementing this outcome presents an opportunity to build a culturally competent, and trauma-informed workforce, a key factor to transforming lives while simultaneously increasing the supply of housing. Supporting a resilient workforce, where high job satisfaction is fostered, creates committed and effective workers who can make a lasting difference. 3. What types (s) would be most useful to measure our impact and why? A key target in the First Action Plan (2025-2027) is to reduce the number of people on the social housing waitlist during the reporting period. This measure will serve as an indicator of success and validate the effectiveness of early intervention policies in preventing homelessness. Additionally, setting targets for the number of employees and volunteers in the social housing and SHS sectors, as well as tracking turnover rates, is essential to assessing the success of building a stronger, more capable workforce. 4. To make homelessness brief, what should NSW Priorities for action & why? Domestic violence, family abuse, and coercive control are major causes of homelessness among women, with the number of homeless women and children increasing according to the latest data. Adequate funding for this vulnerable group is a top priority. Supporting these women has a profound impact on their recovery, resilience, and ability to raise their children, leading to positive generational outcomes in the long term. The rising trend of older women experiencing homelessness for the first time also requires early intervention to prevent premature death. 5. What opportunity and risks are there for implementing actions under this outcome? The continued trend of women dying as a result of domestic violence and family abuse is deeply concerning. In 2024, 14 older women aged 55 and over were killed, a distressing statistic according to the Commissioner for Domestic and Family Violence, Michaela Cronin. These women are at a higher risk of vulnerability, often with no support systems to rely on. Implementing actions under this outcome presents a crucial opportunity to save lives, reduce the number of women experiencing both domestic violence and homelessness, and help them rebuild their lives. 6. What types of target(s) would be useful for measuring our impact and why? Reducing the number of women who die as a result of domestic violence and family abuse during the First Action Plan (2025-2027) is an important metric to track and report, demonstrating the efficacy of The Strategy. Individual success stories are powerful testimonies that show the goals of the Strategy are benefiting both individuals and the housing system. The skills required for employees and volunteers in this area demand dedicated funding and training resources. Implementing a measure to evaluate the outcomes of training courses would be valuable, helping to refine and improve the content and application of these programs. 7. To ensure homelessness is not repeated, what should NSW prioritize for action and why? First Nations people are overrepresented in experiencing homelessness and face significant challenges in breaking the cycle. Priority should be given to this group under the Housing First Principle, supported by skilled and capable staff and volunteers, to empower them and prevent repeat homelessness. Rental tenancy laws in NSW should be reviewed, particularly regarding the cessation of tenancy due to prolonged absences. Cultural customs related to death and bereavement (Sorry Business) should be recognised as acceptable reasons for absences and incorporated into tenancy policies. 8. What opportunities and risks are there in implementing actions under this outcome? The risk of not achieving the goals outlined in the National Agreement on Closing the Gap for the NSW Government is significant if priority is not given to properly housing and supporting First Nations people. There are valuable opportunities in collaborating with Aboriginal leaders through a co-design, co-evaluation, and co-delivery approach. Their collective commitment to improving the lives of Aboriginal and Torres Strait Islander people can lead to positive outcomes in housing, health, education, employment, justice, safety, and inclusion. 9. What types of target(s) would be most useful to measure the impact and why? Increase the number of Aboriginal workers with certified qualifications across various areas of the Aboriginal housing sector. Aboriginal tenants depend on highly qualified and culturally competent workers and volunteers to help build their resilience and prevent repeated homelessness. Regular customer satisfaction surveys should be conducted to measure tenants’ satisfaction levels and identify areas of strength and improvement. Conclusion The ahi supports an ambitious supply growth program throughout the life of the Strategy to address homelessness in NSW. With 63,260 households (based on 2023-2024 data) currently on the waiting list, it is crucial to reduce this number over the next 10 years through the rolling action plans. Successfully delivering the Strategy will require a skilled, trauma-informed, and competent workforce to implement an integrated housing system. While workforce planning is mentioned as one of the nine principles, its lack of detailed planning is concerning. The ahi strongly suggests that the principles of co-design, co-evaluation, and co-delivery be incorporated from the outset in developing the rolling action plans. The ahi thanks the NSW Government for the opportunity to submit feedback and for its ongoing consideration of building a strong and capable workforce that is recognised and supported by a broad range of industries. The value of including people with lived experience and their unique knowledge and skills cannot be overlooked as an essential voice in this transformative process. Contact NSW Branch Committee - Australasian Housing Institute admin@housinginstitute.org www.theahi.com.au (02) 6494 7566 Date submitted: 11/2/25 Submitted to: Homelessness.strategy@homes.nsw.gov.au
October 24, 2024
Australasian Housing Institute (the Company) wishes to announce that effective from today, 24th October 2024, Accounting & Audit Solutions Bendigo (AASB) has been appointed as auditor of the Company. The change of auditor has occurred due to the resignation of Kelly Partners (Sydney) as the company’s auditor. The company received approval from the Australian Securities and Investments Commission (ASIC) to change its auditors in accordance with section 329(6) of the Corporations Act 2001 (Cth). Accordingly, the Company has accepted the resignation of Kelly Partners (Sydney). AASB’s appointment is effective until the next Annual General Meeting of the Company. In accordance with section 327C of the Corporations Act, a resolution will be put to members at the 2025 Annual General Meeting to appoint AASB as the Company’s ongoing auditor.
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