Marketing for Architects: Leverage Your Local Expertise
Three Ways to Gain a Competitive Edge for Your Architecture Firm Using Your Local Expertise
There are nearly 9,000 licensed architects in Florida. How do you set your firm apart from the competition and attract the right clients and projects?
The amazing variety of Florida architecture projects:
Hotels & Resorts
Golf & Tennis Clubs
Retirement & Lifecare Communities
Luxury Waterfront Homes
Coastal Lifestyle Communities
Open-air Shopping Centers
Corporate Offices and Mixed Use Spaces
Educational & Institutional Campuses
and more… what’s your passion?
What can you do to capitalize on being a Florida architect and position your firm to reap greater benefits and grow in the Sunshine State?
We’ve detailed three ways to make your Sunshine State location work for you.
(Not in Florida? Keep reading …These ideas are easy to adapt to work for your architecture firm wherever you work!)
1. Connect with local issues & building needs to raise your profile
Florida cities and coastal towns face a complex range of issues, growing pains, economic challenges, environmental issues, and more. Chances are good that your approach to architecture helps answer at least one of those local challenges.
Downtown revitalization projects, coastal environmental concerns, transportation challenges are just some of the critical needs that present great opportunity for architects to lead the way with vision and practical expertise.
Take what you know about the issues, and what you know how to do, and get out there and share it:
Raise your profile as an architect and a local leader
Get published locally - Engage your local audience and increase credibility for your architecture firm by reaching out to local and regional newspapers, lifestyle, and business publications. Offer to write an article on one of those local issues. Depending on the issue and your firm, you can go for a neutral informative article or write more of an opinion piece and clearly take a stand for your firm.
Speak to local organizations - Not everyone loves public speaking but the benefits of getting courageous enough to step on the stage can be worth it. Look for opportunities to speak to related groups and associations, such as contractor organizations, interior design groups, city planners, etc.
Be social - Build your following on social media by focusing on the one platform your prospects and partners are most likely to use. For example, Facebook may be the place for residential architects to attract homeowners, while Linkedin may be the right place for commercial architects to connect with business owners and executives. Find ways to use social media to show off your personality and call attention to your Florida roots — even adding hashtags like #FloridaArchitecture, #FloridaArchitect.
These approaches work because it’s about educating people by sharing your insights and expertise. It’s not about pitching or selling!
2. Serve the local climate, lifestyle & work needs to demonstrate your expertise
Non-stop heat, high humidity, relentless sun, pouring rain, raging winds, rising water ... just a typical Florida summer day! Sunshine State architects know a lot about designing for the climate, heat, humidity, winds, hurricanes; for waterfront and beachfront environments and low-lying sea-level locations.
How do local conditions influence your design decisions and materials selection? What do you do to design more efficient and sustainable buildings?
What are the latest developments and technology in architecture, and how are you adapting to those in your firm?
Know what's trending and talk about it. Consider how you can add content to your website that relates to those topics of local interest. By being the architect who shares that specific expertise, you can help set yourself apart from other firms in the area.
3. Reflect (or challenge) local tradition in your signature architecture style to attract more of the right projects
While Miami is known for its modern style, and Miami Beach features iconic art deco and mid-century architecture, the Gulf Coast is a mix of mediterranean themes and modern beach style. And that’s in contrast to the beachfront cottage style of the Panhandle coast and traditional tin-roof “Cracker” style of central Florida.
So …What are you known for? What’s your take on "Florida" or "coastal" or "southern" architectural design? Does it embrace or challenge your local traditions?
Do you design buildings that are recognizably "signed" by you? Maybe it's your choice of cladding materials, or floating walls, or suspended ceilings, or atriums and natural light. Whatever it is, find ways to showcase that unique aspect of your work — and attract the kind of clients who value what you do.
Look at opportunities to translate big picture ideas and trends to fit your clients’ needs in the local market. While it may seem that design in New York or Los Angeles, London or Tokyo are world’s away from Florida building needs, you can be the architect to bring new perspectives to the local market.
Even if you design for a variety of projects, get clarity about that special something that shows its your work and not someone else.
Time to Step Up and Stand Out
Being an architect in Florida requires you to know what marketing techniques work best to help your firm to stand out from your competitors.
Archmark specializes in branding, websites, and marketing strategies to help build more profitable architecture firms.
We work with architects to help them establish a strong brand foundation for business growth, demonstrate their authority to take a leadership position in their market, and create awareness with the right audiences to attract qualified leads and better clients.
Archmark focuses on how to build up your business, so you can get back to leading your firm.
It starts with a free 30-minute architecture marketing strategy review call to help you:
Get clarity on why your current digital marketing efforts aren't working
(re)Define your competitive advantage
Discover insights into your ideal clients that you never would have thought of on your own
Find out how we can help you. Schedule your strategy review call today to see how we can help your architecture firm go even further.
Be sure to connect with Bryon and Kellie McCartney during the 2019 AIA Florida Convention and Tradeshow in Orlando, July 25-28. Register to attend their presentation, “Attracting Clients for Passion and Profit,” Saturday, July 27.