A
s economic roller coasters happen, as
technology advances and as architecture
firms struggle for business, how does
one survive in today’s market? In
response to this question, architecture firms across
the world are turning to a variety of marketing
techniques, some old and some new. Four types of
architectural practitioners (the sole practitioner, the
niche market company, the freelance practitioner
and architecture firms), have sought to provide a
response to this. There are some unique strategies
and some common techniques.
A vast majority of firms rely on word of mouth
for their primary marketing strategy. Providing
great services, creating noteworthy projects and
cultivating relationships give firms a virtually
free means of marketing. Clients can have
long-range impacts when it comes to getting
recommendations for future projects. Better
to treat them well than have them pass along
negative comments to future clients!
Architectural freelancers and sole practitioners
have a lot in common when it comes to marketing.
Their marketing strategies rely heavily on the
experience and knowledge of the architect. Their
versatility enables them to provide services to
more than one type of client, including those who
own or develop properties and those who construct
properties. Both types can operate somewhat like
an employee, but have the ability to contract with
several clients concurrently where an employee
can serve only one employer at a time.
The following statement should be the
mantra of both:
I have the ability to act on the part of the client,
and in their best interest, as an architect or
owner’s representative; in many instances the first
can morph into the second. I have the ability to
anticipate and understand and support the
client’s needs and expectations. - David Harrier,
Architect, Building Consultant
Like conducting a proper job search for a good
position with an employer, these firms will often
identify a particular type of potential client, and
explore that client type to determine if there are
any companies within the type where there might
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