How to Get Architecture Clients (for Architects + Students)

Summary

The speaker shares insights on securing clients for creative businesses, emphasizing the unpredictability of referrals and the importance of building a strong online presence through content marketing. They advocate for creating valuable content that addresses potential clients' concerns, leveraging social media strategically, and cultivating an email list to foster relationships. The script also touches on the value of a well-curated portfolio and the potential of transforming services into workshops or virtual offerings to expand reach.

Takeaways

• 😌 The importance of embracing uncertainty in business and understanding that projects will come, even if their source is unpredictable.
• 📁 Keeping a record of declined projects serves as a reminder that opportunities will always arise, which can be motivating for creative professionals.
• 🛠 The lack of formal business or marketing education can be overcome by learning from successful entrepreneurs and through continuous experimentation and learning from failures.
• 🔄 Referrals are a valuable but unpredictable source of leads; to earn them, one must deliver quality work and actively request referrals from professional networks like realtors and contractors.
• 🤝 Building relationships within one's personal network can lead to unexpected business opportunities, emphasizing the value of being helpful and offering advice without immediate expectations.
• 🌐 The necessity of having a searchable online presence through a website and optimizing for search engines to be discoverable by potential clients.
• 📸 Investing in photography skills and equipment is crucial for visually showcasing one's work and process, which is vital for content marketing and attracting clients.
• ✍️ Creating content that addresses potential clients' common questions and concerns can preemptively build trust and establish expertise, making the service more tangible.
• 🎨 The power of documenting one's creative process and sharing behind-the-scenes content to differentiate oneself in the market and to provide unique, engaging material.
• 💼 A strong portfolio is essential for attracting clients, and it should only contain the best, most relevant work that reflects the type of projects one wishes to attract.
• 📈 The effectiveness of content marketing in shifting the business dynamic from convincing potential clients to being approached by those who already feel a connection and trust due to the content consumed.

Q & A

What was the speaker's initial struggle during the first year of opening their studio?

The speaker was preoccupied with worry and pressure to find new clients, and even when they landed a new project, they had a hard time easing their concerns about the unpredictability of future projects.

How did the speaker's perspective change around the third year of running their business?

The speaker started to get comfortable with the unpredictability of when or where the next project would come from and accepted that projects would always come, even if they couldn't predict them.

Why does the speaker keep a folder of projects they've said no to?

The speaker keeps a folder of declined projects as a reminder that there will always be another project and to maintain a sense of choice and control over their work.

What is the speaker's background in business and marketing education?

The speaker regrets not taking any business or marketing classes in college and has learned everything about business through researching successful entrepreneurs and by doing a lot of experimentation and learning from failures.

How does the speaker view referrals as a source of new leads for their business?

The speaker sees referrals as a great source of new leads but acknowledges that they are unpredictable. They emphasize the importance of earning referrals through good work and actively asking for them.

What professional groups does the speaker identify as good sources for referrals?

The speaker identifies realtors, contractors, and other architects as the best professional referral resources.

How can a designer add value to a realtor's work to potentially earn a referral?

A designer can offer to do a sample site analysis for a realtor, helping them move a parcel they're trying to sell, and then express their interest in future referral opportunities.

What is the importance of having a camera and learning photography for a creative professional?

Having a camera and knowing how to take and edit good photographs is a valuable skill that helps in building awareness and showcasing one's work and process, which is crucial for content marketing.

What is the speaker's advice on creating content for a website to attract clients?

The speaker advises creating content that directly relates to the searches clients are doing online, answering common questions they have, and documenting the design process to provide valuable insights into the work.

How does the speaker describe the shift in their business from referrals to content marketing?

The speaker notes that the majority of their work now comes through content marketing, as they have put out a lot of content that attracts their 'tribe' - people who resonate with their voice and approach.

What should a designer's portfolio on their website reflect to potential clients?

A designer's portfolio should only include their best work, be focused on a particular theme or topic, and reflect the kind of projects they want to attract, providing assurance to potential clients of their expertise.

What is the speaker's suggestion for a designer who doesn't have work they feel confident adding to their portfolio?

The speaker suggests either gaining more relevant experience by working in a shop that does the kind of projects they want or doing work on spec to create a portfolio piece and content for marketing.

How does the speaker view social media platforms in relation to finding new clients?

The speaker sees social media platforms as valuable places where potential clients spend time and search for inspiration, and as a place where they can build awareness and a following that can lead to jobs.

What is the significance of having a large social media following for a creative professional?

A large social media following can have social currency in the market, indicating impact and reach, and may be a deciding factor for clients or collaborators choosing to work with the professional.

Why is having an email list important for cultivating relationships with potential clients?

An email list allows the professional to build the 'know, like, and trust' factor with potential clients through a series of automated emails that provide value and educate them about the professional's services.

What mental model does the speaker recommend to simplify the process of finding new clients?

The speaker recommends the mental model of 'What would this look like if this were easy?' to encourage thinking about simpler or alternative ways to find clients, such as hiring a sales agent or collaborating with other firms.