28.05.2025
Settlement Coaching – because real estate is more than just space
How can a genuine sense of community be created in large residential developments or mixed-use neighbourhoods? With its Settlement Coaching concept, Wincasa offers a service that goes far beyond traditional property management. The goal: to strengthen neighbourly relations, foster social interaction, and actively shape the living environment.
Corina Salomon, Head of Settlement Coaching & Communities, explains the thinking behind the concept – and Karin Merian, dedicated settlement coach, shares what everyday life looks like on-site: between connection, mediation and many small successes.
What does Settlement Coaching mean – in one sentence?
Corina:
Settlement Coaching means putting the well-being and satisfaction of tenants at the centre. It’s a service that specifically contributes to community development and fills a gap in traditional property management.
Karin:
Settlement Coaching supports neighbourly coexistence – always in a needs-oriented and participatory way.
How did you both get involved in this topic?
Corina:
My background is in marketing and communications. At Wincasa, I was given the opportunity to develop Real Estate Community Management (RECM) for mixed-use sites. From that, the idea emerged to create a similar service for residential developments – that became Settlement Coaching. Both services aim to strengthen social sustainability, albeit with different focal points. It’s also a personal concern for me: I live in a vibrant, participatory neighbourhood in Bern and see daily how valuable neighbourly exchange can be.
Karin:
I come from a background in sociocultural animation and spent many years working in traditional fields – mostly focusing on children and youth. The methodological approach hasn’t changed fundamentally: it’s still about engaging people, creating opportunities for interaction and supporting social processes. What’s changed is the context. Instead of youth centres or extracurricular programmes, I now work in residential developments with a wide variety of residents. You can compare it to a gardener who used to tend only to young plants and now cares for a diverse and mature garden – with roots, characteristics and differing needs. The joy in the work is unchanged.
Why is Settlement Coaching more important today than ever?
Corina:
The demands on coexistence are constantly increasing – due to urban densification, growing tenant diversity or new developments that often feel lifeless in their early stages. In addition, structural changes like refurbishments or reorganisations can challenge the social fabric of a settlement. At the same time, expectations regarding the social dimension of real estate sustainability – especially the “S” in ESG – are rising. This is exactly where Settlement Coaching comes in: it creates structural conditions for positive interaction and helps shape residential environments in a socially inclusive way, contributing to long-term quality of life.
Karin:
What really matters in people’s daily lives isn’t just the buildings – it’s the human connections. In dense and mixed settlements, very different life realities come together. Many people live where they do not by choice, but due to personal circumstances. But everyone needs a place to live – and that’s why it’s so important to make that place as liveable as possible. Settlement Coaching enables voluntary participation, builds trust and supports tenant empowerment. When people are able to get involved, they identify more with their living environment – and take more responsibility for it.
Corina Salomon has been with Wincasa since 2019. She initially joined as a Content Manager focusing on digital communication and social media in Center Management. She later developed Wincasa’s Real Estate Community Management for mixed-use sites. Since 2025, she has been responsible for Settlement Coaching, a pioneering service with which Wincasa became the first real estate service provider in Switzerland to actively foster social sustainability through community-focused initiatives.
What is Wincasa’s goal in offering Settlement Coaching?
Corina:
The goal of Settlement Coaching is to actively promote social interaction in residential developments – especially in places where no structured community initiatives exist. Municipalities or church organisations may step in occasionally, but there is usually little involvement from property management. That’s where we come in: we close that gap by providing dedicated on-site resources, initiating direct dialogue with tenants and improving internal communication within the settlement. In doing so, we also support local property management and contribute to greater stability and satisfaction.
What kinds of sites or neighbourhoods are particularly well suited to Settlement Coaching?
Corina:
Residential developments with more than 50 units that feel under-activated, mixed-use sites with a high proportion of residential use, or properties with a high potential for conflict. Settlement Coaching is also a valuable addition during refurbishment projects or when tenant satisfaction is declining.
What concrete benefits do property owners gain from effective Settlement Coaching?
Corina:
Greater tenant satisfaction reduces vacancy and turnover. Sites with strong community ties are easier to market, the property's image improves – and within an ESG context, this contributes directly to social sustainability. Last but not least, Settlement Coaching allows potential issues to be addressed proactively.
What exactly does a settlement coach do – what does a typical day look like?
Karin:
It starts with relationship-building – with both the tenants and the property itself. Every site is different, so I conduct walkthroughs, assess needs and talk to people directly on-site. I also use low-threshold formats like casual coffee meetups or digital surveys. Tenants quickly learn who to turn to – whether for technical matters or community concerns. What’s important: I work in close coordination with property management – as a complement, not a duplicate – and focus entirely on the social side of the development.
Karin Merian has been Wincasa’s first Settlement Coach since 2025. She holds a degree in sociocultural animation and has over 20 years of experience in social work with young people, having built numerous projects from the ground up. Her seven years abroad have shaped her holistic view of community, participation and cultural diversity. Today, she supports tenants from all walks of life with sensitivity, openness and commitment.
How important is your physical presence on site?
Karin:
Being present on-site is essential. I can only be seen as a reliable and approachable contact person if I’m visible. In the initial phase, I’m usually in the settlement every two weeks; later, the rhythm adjusts to the actual needs and the agreed scope. I use accessible, personal communication – for example, I once handwrote letters and personally delivered them to over 80 mailboxes. That made me visible and approachable right away.
Was there a specific situation that really stayed with you?
Karin:
Yes – a tenant approached me near the mailboxes and spontaneously invited me into her home. She wanted to show me what she had done herself in the apartment – and also where she hoped for faster action from Wincasa. These kinds of conversations are extremely valuable for understanding both perspectives better.
What kind of feedback do you receive from residents?
Karin:
The feedback has been overwhelmingly positive. People appreciate that someone is approachable and takes the time to listen. Many of the comments are motivating and confirm that our approach makes a meaningful difference.
What differences do you see between Settlement Coaching at Wincasa and at a housing cooperative?
Karin:
The main difference is the context: Wincasa works for yield-driven property owners, while cooperatives are oriented toward the common good. These bring different expectations. But I see the will to evolve: Wincasa invests in people with strong social skills. It’s important that both sides learn from each other – property management from social work, and vice versa.
When do you feel your work has made an impact – for the site and the people who live there?
Karin:
When I’ve been able to mediate without taking sides. When I see people stepping up, taking responsibility – but also when I accept that not everyone wants to get involved. It’s about creating spaces where participation is possible, but never forced.
Corina:
When both tenants and property owners are happy with the results: fewer conflicts, more stability, stronger community. It’s especially meaningful when tenants say they enjoy living in their settlement even more thanks to the coaching. That’s when we know our work is having an impact.
To learn more about Settlement Coaching and community management at Wincasa: