How to differentiate your architectural practice | Part 1 of 2
One of the most disheartening things to hear when conducting a debrief for a lost opportunity is, “We felt any of the last few firms could have done the work.”
If you feel strongly that your architectural firm was best suited for the project, then it’s quite possible that the message about how your firm was different and best able to help wasn’t clear enough.
It’s up to us to clearly communicate to clients what differentiates our practice from our competition. If you leave it up to selection committee members, they might or might not figure it out, and that’s a big risk to leave in their hands.
In this newsletter we’ll look at how to differentiate your firm through a carefully crafted Position Statement, and how to identify and name your Process. In the next newsletter we’ll address Professionals and Portfolio.
This is a great article. I have lectured on this very subject as a segment of a talk titled “Creating Sustainable Value in Design Firms”.
As an annecdote on our firm that led me to this understanding takes me back over 20 years. We had produced the original “fire, ready, aim” marketing document. We had just invested several thousand dollars in producing, what we thought was a “coffee table art” brochure (great photos, edgy text and good projects). Just after completing the project an
Clearly I need a longer comments box! What happened next?!
Jean – Terrific article and thank you for the “props”! You are absolutely on point with the need for differentiation through strong positioning. The world (and clients) don’t have much need for generalists anymore…they are demanding specialized expertise. The challenge is the brave act of putting your stake in the stand and then articulating your stance on that plot with confidence and clarity. A wise man told us, “If you aren’t a little afraid in that process, you aren’t doing it right.”
great stuff
Thanks Prasad. Glad it’s helpful. Be sure to read Part 2, too. Happy New Year to you in India.
Unfortunately, in the UK where no qualifications are required to design a building, a completely unqualified ‘architectural consultant’ claiming a complete range of services is perceived by the public as more skilled than an architect!
Marketing an architect’s services in the UK has some interesting challenges.
really great stuff.
WOw! WhAt A great aSSOrtment of IdEAZ my MAn. LovE yr hELP 4 a sm biz Lk myself, Tss tss
Looking for marketing direction. Work is slowly decreasing.
solicito informacion sobre marketing para arquitectos
Our production company that specifies in architectural filmmaking just gave a presentation at the AIANY that covers some of these topics but from the perspective of story telling in relationship to video. Please give it a watch below and let us know what your marketing perspective are on this.
good artical
Good article. Lots to implement.
Great article, thank you for share
I wold like to have your opinion about some doubt’s, maybe you can easily elucidate me…
I’m architect and i have struggling with the possibility to create my business. In my country we have very small job offer for architects, so the only way is to begin like a free lancer in small medium projects.
The market in this days are essentially in the recovering area, and i believe its possible to begin step by step…
My major doubt is if we are in the beginning of our carrier and don’t have a built project port folio, how we sell that we are the best choice for the client?! And how we can jump this stage…In my case i have good knowledge about sustainability and i can sell my service like an expert to improve old or new building… But if we don’t have built projects, how i can convince clients?…
Best regards,
markl
good article
how do access Part 2 of this so good article?
Great info. Need more!
Very interesting and necessary.
wow….!,,great article…
good stuff
kindly email copy of the Part 2 of the 4Ps of Marketing for Architects for reference purposes only. Thank you very much.
Dr. Edgar M. Chavez
Architect/Academician
Good afternoon
My name is Maria Prieto-Moreno, architect working at Pdp London Architects in London. I went through your website and found very interesting topics there. Just wondering, where are you based?
Thanks
Kind regards
Maria
very informative and practical advice….thanks
Very informative, where can I access the parts not included.
Thank you
Click on “Resources”, “Newsletters” and scroll the list. The 4 Ps of Marketing is in 2 parts, so just click the one you’re looking for. Glad it’s helpful. Hopelessly devoted to helping architects!
I would like to be receiving your newsletters
Great article! I’d love to follow you and read more of your writing and processes. Are you on social media? I didn’t see any links on your article. Thanks!
Would like to sign your newsletter. I am principal of a small firm that does residential, small xommercial and institutional projects in Chicago
Very informative. Result oriented. Definitely effective
i need to grow y architectural firm in nigeria
I had all this information in my head,the problem with us African people,we cannot find the correct terms for things we want to do in our small businesses. I love this article because it just tells it like it is and that is what businesses need.no sugar coating,no complicated equations at all.just down right strategy.
I would love more information and assistance with financials and how to run a successful office.
Really new perspective that the rest of the articles I have read
Awesome!!!!!!!!!
I would like to have a robust architect strategic plan
Quite revealing.
great