Marketing for architects
In the UK, around 60% of architects work in an architectural practice, often in a small team. Around 20 per cent of architects operate as sole practitioners. So due to time constraints, tight budgets or limited knowledge of the subject, marketing for architects can easily fall down the list of priorities.
Are you looking for marketing ideas for your architectural practice to elevate it to the next level? With many years of working with professionals in the business to business sector, The Ideal Marketing Company has put together some tips to help with marketing an architecture practice:
Target the right people
It is highly likely that clients looking for an architectural firm are not at the stage where they are ready to make a buying decision. This is because the bigger the purchase, the longer the decision-making process will take. Think about an impulse buy in a supermarket, it’s a split-second decision: shall I get a Twix or a Mars bar? At the other end of the scale, choosing a firm to take on an architecture project will take time.
As only a very small percentage of potential clients are at the stage where they are ready to hire an architecture firm, targeting clients who are at the ‘information gathering’ stage of the process gives you the opportunity to earn the trust of your potential clients and their belief that your practice has the expertise they require.
One effective way of reaching the majority of your customer base is by creating high quality content for your website and/or writing articles that are educational and targeted towards the specific needs of your audience.
In a nutshell: give away enough information for people to learn – and in your case see – that you are an authority in what you are talking about.
What are your clients’ needs?
Whilst the majority of architecture practices are capable of completing a wide range of projects, prospective buyers will want to feel confident that you have a degree of specialism in the area that they require your services in.
Ask yourself “Why would a customer pick me ahead of anyone else?” If you can’t think of anything concrete, then unfortunately your potential customers will come to the same conclusion. Yes, of course it’s good to have a versatile skill set but coming across as a jack-of-all-trades instead of a master of a certain area can be off-putting to a potential customer who after all, is looking to invest a large amount of money and trust in your firm.
The first step is to research the characteristics of the demographic of each of the services you provide. This will help you to develop targeted marketing messages that explain your specialisms in the area of work that clients are looking for, such as luxury spaces for commercial projects.
Consider what types of projects you have worked on successfully in the past – schools? GPs? Green architecture projects? Once you’ve identified these, create case studies showcasing your successes. Gather testimonials from the clients. Show picture of the plans and the final building. With this evidence, you can clearly demonstrate that you do just the sort of project that your prospects are looking for. Remember if you don’t do this, another practice will.
Create an engaging website
As an architect, an attractive website design is vital but don’t neglect good looks over efficient functionality. Your website will be the centre of your online presence; clients will come to it to learn about your services, see your past work and get in touch. It should be easy to navigate, mobile-friendly and have a modern design.
Your website gives you the chance to make the perfect first impression and instil confidence in your offerings, so be sure to invest in a good one.
Having a site which is properly search engine optimised, clearly sets out what you offer and makes you approachable will make a big difference to the number of enquires you receive each month and as an investment, should pay for itself many times over.
Be visual
Just like a designer’s portfolio, an architect’s work is visual and should be promoted as such. Be proud and showcase your work. Place photos on your site in prominent locations like a gallery or on case study pages.
Take prospective clients on a journey of your most recent and most accomplished work as an architect. Yes, it’s great to have the end of project shot, but if you also show clients your mark-ups and architectural drawing in the planning process, it can explain the logic behind your design ideas. Clients may find it difficult to understand the drawings but seeing the step-by-step progression of your projects builds their confidence in you as an architect.
If you are writing about a project and there were problems (aren’t there always!) talk about what they were and how you managed to overcome them to create the final result. Problem-solving is an important aspect to demonstrate, as it is one that helps people to decide which architect to put their trust in.
Help in marketing architecture practices
Instead of selling your architectural services, present yourself as an expert, a problem solver or a consultant. This engages and helps to create trust without intimidating potential clients. It’s an approach that makes people want to buy from you rather than feel like they are simply being sold to.
The opportunity for architects wishing to grow their practice is there because so many architects don’t find the time for marketing their business. So why not seize this opportunity to move ahead of the competition?
Are you looking to grow your architecture practice?
For marketing advice specific to your business, get in touch and speak with a marketing specialist on 01858 374 170 or email info@idealmarketingcompany.com
