Batangas State University

The National Engineering University

THE BUSINESS OF
ARCHITECTURE
A Brief Overview of Architecture as a Business Model
Presented by: Ar. Jansen Imron T. Rosilla, uap
MARKETING FOR
ARCHITECTS
INTRODUCTION
Whether you’re a small firm just starting out or
looking to grow your established firm, marketing plays
a crucial role in the success of every architecture
business. Developing a well-thought-out marketing
strategy is vital for attracting new clients and
establishing a strong reputation within the industry.
However, many architecture firms find marketing to
be a challenging and confusing task. For those who
are not familiar with the ins and outs of digital
marketing, the never-ending amount of information
available can feel overwhelming.
UNDERSTANDING
MARKETING FOR
ARCHITECTS
HOW IT WORKS
To understand marketing for architects, let’s
take a look at The Client Demand Pyramid, a
concept created by the Business of Architecture.
Imagine a pyramid representing all potential
clients in your market. This pyramid consists of
three tiers. The top tier shows potential clients
prepared to hire an architect, while the bottom
represents those still in the information-
gathering stage. In the middle tier, there are
clients with specific questions seeking answers.
WHY TRADITIONAL
ARCHITECTURE FIRM
MARKETING DOESN’T WORK
WHAT’S CHANGED?
Traditionally, architecture firms have relied on word-of-
mouth referrals, established connections, and repeat
business, following a passive approach to business
development. However, many traditional marketing
efforts fail because they narrowly target clients ready to
hire an architecture firm immediately, which is a small
fraction of the market (as seen in the pyramid). To truly
succeed, it is essential to engage with potential clients before
they even consider hiring an architect. By establishing a
foundation of trust through proactive marketing
strategies, you can position yourself as more than just a
commodity and ensure your firm is top-of-mind when
clients are ready to make their decision.
2006 CODE OF
ETHICAL CONDUCT
ARTCILE II, SECTION 3.4 STATES THAT ACHITECTS:
 ADVERTISING IS A PART OF MARKETING
HOW IS In basic terms, marketing is the process of identifying customer

MARKETING needs and determining how best to meet those needs. In

contrast, advertising is the exercise of promoting a company and

DIFFERENT FROM its products or services through paid channels. In other words,
advertising is a component of marketing.

ADVERTISING?
WHY ONLINE MARKETING
FOR ARCHITECTS IS
IMPORTANT
Marketing for architectural firms is undergoing a
significant transformation with the rise of digital
marketing. As of recent years, the digital marketing
industry’s value has reached an impressive $460 billion,
and experts anticipate it will soar to $786.2 billion by
2026.

Above all else, marketing for architecture firms primarily

serves as the means to generate leads or business
opportunities. Generating a higher number of leads
directly affects the potential to serve more clients,
ultimately leading to increased revenue.
10 ARCHITECTURAL
MARKETING STRATEGIES
LOCKING IN
In the last seven years, there has been a huge
increase in the adoption of digital marketing for
architecture firms. It’s important to take the time
to create a plan that aligns with your firm’s
specific needs, goals, and target audience.
Knowing where to start and putting together a
robust marketing plan is the key to attracting
more clients.
SOCIAL MEDIA
MARKETING
THE MOST COMMON AND PREVALENT WAY
OF PROMOTION IN THE 21ST CENTURY
Social media marketing for architects involves
leveraging platforms like Facebook, Instagram,
YouTube, and LinkedIn. Each social media platform
offers unique features that may or may not align
with your firm’s needs, depending on the time
available to gain a following. These platforms are
typically used to visually showcase architectural
projects and engage with the audience through
comments and discussions.
EMAIL MARKETING
AND NEWSLETTERS
“COLD CALLING” TURNING IN TO MODERN
TIMES
Email marketing and newsletters can be valuable tools
for architects to communicate with their audience
effectively. Firstly, architects can build an email list
by collecting contact information from website
visitors, clients, and industry contacts. They can then
use these email lists to send regular newsletters
containing updates on ongoing projects, completed
designs, and any architectural insights or trends.
BUILD AN
IMPRESSIVE WEBSITE
THE NEW WAY OF HANDING OUT A “CALLING
CARD”
To create an impressive website, focus on a clean
and visually appealing design that reflects your
firm’s unique identity and showcases your portfolio
prominently. Optimize the website for easy navigation,
ensuring potential clients find essential information
effortlessly. Use high-quality images and videos to
showcase your architectural projects, emphasizing
the design process and completed works.
BUILD YOUR
PORTFOLIO
SHOWCASE YOUR WORK - IMPRESS THEM
WITH “YOU”
A portfolio serves as a platform to exhibit your best
work, which you can present to potential employers
or clients. It offers an authentic representation of
your architectural prowess, design philosophy,
technical expertise, and the progression of your
career over time.
BUILD YOUR
PORTFOLIO
To build an impressive portfolio as an architect, start
by carefully selecting a diverse range of your best and
most relevant projects that showcase your skills,
expertise, and design style. Include high-quality
images, detailed project descriptions, and any notable
challenges or solutions you encountered during the
design and construction process. Organize your
portfolio in a visually appealing and user-friendly
format, making it easy for potential clients to
navigate and understand your work. Consider adding
3D renderings or interactive elements to enhance
the presentation.
LEVERAGE NEW
TECHNOLOGY
MODERN PROBLEMS REQUIRE MODERN
SOLUTIONS
New technologies play a pivotal role in the field of architecture,
offering architects various benefits and opportunities.
Incorporating cutting-edge technologies enables architects to
enhance their design capabilities, streamline the planning and
construction processes, and create more sustainable and
innovative structures. Advanced 3D modeling, virtual reality (VR),
and building information modeling (BIM) tools allow architects to
visualize designs in a more immersive and accurate manner,
fostering better communication with clients and stakeholders.
These cutting-edge technologies are increasingly being used by
numerous firms to market their services. These innovations are
still relatively new, making them highly impressive to most
clients.
BUILD BRAND
AWARENESS
INSPIRE AND INFORM - OFFER MULTIPLE
AVENUES TO ENHANCE YOUR VISIBILITY
To build brand awareness as an architect, focus on
showcasing your unique design approach and
philosophy through various marketing channels.
Create a strong and consistent visual identity with a
captivating logo, color scheme, and design elements
that resonate with your target audience. Use social
media platforms, a professional website, and content
marketing to share high-quality images, videos, and
informative articles about your projects, expertise,
and industry insights.
BUILD BRAND
AWARENESS
Engage in community events, workshops, and
architectural forums to establish yourself as an
expert in the field. Collaborate with other
professionals and participate in industry awards and
competitions to gain recognition and credibility.
Regularly update your portfolio with new projects
and keep your audience informed about your firm’s
latest developments.
USE LEAD GENERATION
SERVICES
PUTTING YOUR FOOT FORWARD AND
INITIATING CONTACT
Lead generation comes in various forms, with cold
calling being one of the most prominent methods. In
this approach, a company reaches out to individuals
in the hopes of gaining their interest in architectural
services. While cold calling can be an effective
marketing strategy, it also has the potential to turn
people away.
USE LEAD GENERATION
SERVICES
By leveraging lead generation services, you can
expand your reach, connect with a broader audience
that is actively seeking architectural solutions, and
increase the chances of securing new projects. It
allows you to focus on your core expertise while
leaving lead generation to professionals with
expertise attracting potential clients.
CREATE WINNING
ARCHITECTURE
PROPOSALS
ONE WAY FOR QUICK RECOGNITION
Although architecture proposals may not seem like a
marketing tactic for architects, a winning proposal is essentially
another form of marketing. When presenting a proposal, you’re
aiming to persuade the client to place their trust in you and
hire your services. It serves as a critical opportunity to
showcase your capabilities and demonstrate why you are the
best fit.
Even if you don’t get selected for a particular project, a well-
crafted proposal can leave a lasting impression for future
opportunities. For some clients, your proposal may be their first
introduction to your firm, so it’s crucial to make an impact.
EVENTS AND PUBLIC
SPEAKING
ACTIVELY ENGAGING WITH AN AUDIENCE
TO MAKE YOURSELF VISIBLE
Attending events and engaging in public speaking are vital
marketing strategies for architects and offer numerous
advantages. These activities provide valuable opportunities to
network, build relationships with potential clients, and showcase
your expertise to a targeted audience.
EVENTS AND PUBLIC
SPEAKING
While sharing content online is beneficial for building your
firm’s brand, certain clients may seek further validation. In this
case, public speaking engagements can play a pivotal role in
establishing your credibility and authenticity as a reputable
architectural firm. As a speaker with a platform, you position
yourself as an influential figure where your voice carries
greater weight.
DEVELOP YOUR
ELEVATOR PITCH
AN ELEVATOR PITCH IS A BRIEF AND WELL-
CRAFTED MESSAGE THAT CAN BE DELIVERED
IN LESS THAN ONE MINUTE.
Developing an elevator pitch is a crucial aspect of a marketing
strategy for architects. The elevator pitch introduces your
architectural firm, its unique value proposition, and the benefits
you offer to potential clients. Make sure to highlight what
differentiates you from the competition when creating your
elevator pitch.
01 SOCIAL MEDIA MARKETING
MARKETING FOR
ARCHITECTS
02 EMAIL MARKETING AND
NEWSLETTERS

03 BUILD AN IMPRESSIVE
WEBSITE 07 USE LEAD GENERATION
SERVICES

04 BUILD YOUR PORTFOLIO

08 CREATE WINNING
ARCHITECTURE PROPOSALS

05 LEVERAGE NEW
TECHNOLOGY 09 EVENTS AND PUBLIC
SPEAKING

06 BUILD BRAND AWARENESS

10 DEVELOP YOUR ELEVATOR
PITCH
THE ROLE OF PUBLIC
RELATIONS IN
ARCHITECTURE
INTRODUCTION
In the profession of architecture, public relations (PR) is
essential for helping businesses establish a solid reputation,
attract new clients, and fortify stakeholder ties. Building a solid
reputation is crucial for architecture businesses, and PR does
this through thought leadership, where architects present
themselves as qualified authorities through publications and
speaking engagements. Additionally, PR experts may spot
award possibilities and make use of them to highlight
outstanding projects and grab media attention. Another area
where PR excels is in the creation of new companies, using
media relations to obtain publicity in journals for
architecture and design as well as making use of social
media and content marketing techniques to engage potential
customers.
ESTABLISHING A
STRONG REPUTATION
For architecture firms, having a solid reputation is essential
since it inspires trust in potential clients and distinguishes them
from rivals. Through strategic communication and focused
messaging, public relations is essential in shaping and upholding
this reputation.
PR campaigns can improve the reputation of an architecture
company by establishing architects and other important
individuals as thought leaders in the field. Speaking engagements
at trade shows, essays in prestigious design journals, and panel
discussions are all effective ways to do this. For instance, an
architecture company may be viewed as a pioneer in
environmentally conscious architecture if it frequently submits
insightful essays on sustainable design methods to prominent
magazines.
GENERATING NEW
BUSINESS
For architecture firms, public relations initiatives are essential
for bringing in new clients, boosting exposure, and ultimately
fostering economic expansion. Public relations initiatives can
successfully create new business prospects by exhibiting
competence, recognizing successful projects, and building trust.
For architecture firms, cultivating ties with journalists, editors,
and influencers in the media can result in beneficial media
coverage. PR experts can propose story ideas, set up interviews,
and acquire stories on noteworthy initiatives or business
accomplishments. Positive media coverage can greatly increase
brand awareness and draw in new customers. For instance,
developers looking for similar expertise are likely to pay
attention to an architecture company that receives coverage in a
well-known design journal for its creative approach to adaptive
reuse projects.
STRENGTHENING
STAKEHOLDER
RELATIONSHIPS
Architecture businesses must cultivate relationships with
stakeholders if they want to succeed in the long run. In order to
maintain open lines of communication, establish trust, and
successfully engage stakeholders, PR is crucial.
Public relations initiatives can assist architecture firms in
actively engaging with the neighborhood. Companies can
demonstrate their dedication to the community‘s well-being and
build trust by taking part in events held by the community, having
open homes, or holding educational programs. For instance, an
architecture firm displays transparency and inclusivity by
holding design charrettes with neighborhood people for a
project involving a public park. This strengthens relationships
with stakeholders.
THE ROLE OF PUBLIC
RELATIONS IN
ARCHITECTURE
CONCLUSION
Public relations is crucial in the architecture sector for
businesses to establish a solid reputation, create new
business prospects, and cultivate connections with
stakeholders. PR experts can successfully assist
architecture companies in reaching their goals by
strategically establishing firms as thought leaders,
securing media coverage, employing social media
and content marketing, engaging with the
community, and promoting open client
communication.
PROJECT
PROCUREMENT
THE LIFE OF THE PRACTICE IS
ACTUALLY GETTING CLIENTS -
SO HOW DOES ONE DO THAT?

Architectural projects can be secured through various

methods depending on the type of project, client
preferences, and local regulations. Each jurisdiction sets
their own process to procure architectural services.
TRADITIONAL
DESIGN-BID-BUILD
THE MOST COMMON METHOD
In this method, the client hires an architect to develop the
design and prepare construction documents. Once the design
is complete, the project is typically put out to bid, and
contractors submit their bids to construct the project based
on the architect’s plans and specifications. The client then
selects a contractor based on the bidding process.
DESIGN-BUILD
THE MOST COMMON METHOD - THIS TIME,
CONTRACTOR NOT SOLD SEPARATELY
In design-build procurement, the client contracts with a
single entity known as the design-build team, which includes
both the architect and the contractor/construction firm. This
integrated team takes responsibility for both the design and
construction phases of the project. Design-build can
streamline the project timeline and foster collaboration
between the architect and contractor.
CONSTRUCTION/PROJECT
MANAGEMENT (CM/PM)
IF YOU’RE NOT DESIGNING, YOU’RE MANAGING
In this approach, the client hires a project/construction
manager early in the project, often during the design phase.
The project/construction manager works closely with the
architect and advises on constructability, budget, and
scheduling. The project/construction manager then
manages the procurement of trade contractors based on the
architect’s plans, often using a competitive bidding process.
PUBLIC OR PRIVATE
TENDERING
A CALL TO CONTRACTORS TO OFFER BIDS
For public projects, the procurement process typically involves
a formal competitive bidding process. The client, such as a
government agency, publishes a request for proposals (RFP)
or invites contractors to bid on the project based on the
architect’s design. The bids are evaluated, and the contract
is awarded to the selected contractor. Private projects may
also use a similar tendering process.
NEGOTIATED
CONTRACTS
PRE-ARRANGED NEGOTIATIONS
In some cases, architectural projects are procured through
direct negotiation between the client and the architect or
architecture firm. This method is more common for smaller-
scale or specialized projects where the client has a pre-existing
relationship with the architect or firm and there is no need
for a competitive bidding process.
DESIGN
COMPETITIONS
MAY THE BEST PROPOSAL WIN
Design competitions are organized to select the most
innovative and suitable design proposal for a project.
Architects and design teams submit their concepts, and a
jury evaluates the submissions based on specified criteria.
The winning design is then selected to move forward with
development.
01 TRADITIONAL DESIGN-BID-
BUILD PROJECT
PROCUREMENT
02 DESIGN-BUILD

03 CONSTRUCTION/PROJECT
MANAGEMENT (CM/PM)

04 PUBLIC OR PRIVATE
TENDERING

05 NEGOTIATED CONTRACTS

06 DESIGN COMPETITIONS
 Batangas State University
The National Engineering University

THANKS FOR
LISTENING!
 Batangas State University

REFERENCES: The National Engineering University

OpenAsset.com:
https://openasset.com/blog/marketing-for-architects/

“The Role of Public Relations in Architecture“ by

Ruchi Khakurel, Re-Thinking the Future:
https://www.re-thinkingthefuture.com/architectural-
community/a10565-the-role-of-public-relations-in-
architecture/#:~:text=Establishing%20a%20Strong%20
Reputation&text=Through%20strategic%20communica
tion%20and%20focused,thought%20leaders%20in%20t
he%20field.

AIA California:
https://aiacalifornia.org/learn-grow-
practice/practices/project-procurement/