Most small architecture practices will lack in funding for marketing, which is why they must be strategic and smart in order to sell their company. Sales and marketing strategies allows you to maintain communications with prospective clients. Social media allows you to expose your firm and bring people who become interested in your company based on the information you have given. It is a good way of informing clients about your work rather than cold calling them.
Social Media
- Nowadays, social media has a huge impact on ways to be able to sell yourselves to clients. Most architects believe it is the best way to communicate to pubic. In the future social media will be attracting even more clients due to technology constantly evolving.
- Houzz UK, is a website which allows you to discover new design idea, find local professionals as well a shop for a variety of home products. It is a way of connecting the client with an architect to create architectural designs through the internet.
- An architect Jody Brown in his conversation with AIA, suggest that social media “it is the place where the public is talking about their lives. Architects should be interested in joining that conversation”. It shows that it is very important that architecture follows what the public is interested. A good way to interact with the client is a Facebook Group. It is not only allowing firms to be be more creative but also sends notifications to people’s personal facebook profiles. Additionally, the clients are notified with the new content that has been posted. It is important to stay active online. Therefore social media pages should be constantly updated so that any followers will remain followers for the long run.
- It is important to update the page in a way that gives enough information but does not spam followers. This will also attract new followers who might be interested in the page.
- Linkedln is used for professional social network, it is a way to interconnect with your clients. Pinterest on the other hand is used as an image-based network, which allows you to share your designs online so that others can use it as inspiration. However it is also directly linked to your website, which is a way of advertising your firm’s website.
- There are a number of architecture firms who don’t recognise social media as a good way of marketing their work, these firms are usually sticking to traditional ways of selling their firms. This allows you to build your firm’s reputation.
2. Trust within Brand
- One of the most important component of architecture firms is the website. The website should be carefully thought out in order to match the clients needs. The website should clearly show the architecture firm’s story throughout.
- The website should not only be seen as simple business cards. Website offer an opportunity to showcase your wares. It is a good way of posting your portfolio to attract potential clients. It is important that all given information on the website is there for a reason, is that each content shows purpose. It is important to know that, clutter leads to bad web design.
- Website is a way of selling your story.
- Everything you do and show becomes part of the marketing of the brand. These includes the website, social media activities, the worker’s appearance as well as how the office is presented.
- U.S. small business association suggests that branding is “about the sum total of the experiences customers have with your business” this can include what you do, how you do it, what your customer interactions are like, as well as the type of information you share in your marketing and on social media. All of these will be needed to create the trust and credibility within the architecture firm.
3. Define Your Position
- Four P’s of marketing, this structure focuses on the four concerns architects must think about.
- Your position in the market is one them, it is important that the client understand’s your position and what work you are offering.
- It is important to not mention every architectural discipline on the website, as this can sometimes have a opposite effect on attracting the clients. Sometimes less is more, and this allows your client to think that your firm is focused on quality rather than quantity.
- You should let clients know what you can offer them early on, they will be aware of what you specialise in, which you will be able to show in your examples. Clients will be much more attracted to your company over a multi-discipline company.
4. Lead Generation Services
- It is one of the older marketing strategies but it is also known as one of the most effective strategies to sell your firm.
- Cold Calling, where a company received the data of thousands of individuals, which they use to call in hope of getting interest in your services. This can be an effective way if you find the right client, however it can also discourage people, if they don’t want the disruption of a phone call.
- Lead generation companies are also using digital marketing. These sites contains forms that captures visitor information. Once the viewers enters into the given form, it receives more information in the e-mail.
5. Start Speaking in Public
- It is important to get yourself out there and build a reputation for yourself. Speaking in public is just as important as sharing things online. Some people prefer to see you in person to see what you are willing to offer.
- Taking parts in events such as: Design Fairs, is a good way of marketing your firm. Public speaking engagements are a crucial strategy for selling architectural services.
- Becoming a speaker places you in a position of authority. Make sure you always have a potent message which you can show through a prepared presentation.
6. Effective Elevator Pitch
- Elevator pitch should be a brief description of the function of the architectural practice. It has to be short and catchy to become memorable to the client. It should last no longer than a minute, so that you have the listener’s attention.
- It is important to think about the firm’s value proposition, which makes the firm stand out from competitors. It is the key strategy that will leave the potential client wanting more.
7. Publishing
- Conducting studies and publishing white papers will give the firm recognition from people in the industry. This will open up many new opportunities.
- Newspapers and industry magazines are important for marketing strategies. People are more likely to be interested in what you offer, if you publish your firm as they will see you as an expert in the industry.
- The power of a good selling point is in the article, if you provide useful information that the client might be interested in, they will be willing to read more about your firm.
- It is important to consider the type of publishing, as you want to attract the correct clients. Therefore, research on relevant publications and strong building connections with editors will improve the chances of the firm getting published.
- Newsletter is a good way of keeping the people involved. You can offer a free booklet or information which will give you an opportunity to receive the client’s email. Once they have signed up, you will be able to provide regular information that will appear in the newsletter. This will keep you at the top of the person’smind.
8. Adopt New Technologies
- Adopting New Technologies that no one has been offering yet is the best way to attract new clients. Selling of architectural design changes constantly.
- Virtual Reality is a good way of attracting clients, as it is still a new technology on the market.
- Clients want to work with companies that will move along with the times. Instead of talking to the client through new ideas, virtual reality gives the ability to show them.
Edited by Simone Magdalena
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