Today’s 3rd Tip on Marketing for Architects is a critical one, and I see this over and over again with solo architects and small firm owners…you are not doing yourself a favor by trying to be just like all the ‘big guys’ in our field…

3. That’s For Me Reaction
Too many architect’s position in the marketplace is as “just another architect” in search of anybody as client.  The only qualification that a potential client needs to have is that they have a project to be done right now.  They are all promoting their services the same way: the Whats of What We Do.  You can take things like their brochure and “portfolio” and cut the names out, mix them up, scotch tape them back and you won’t do much damage.  Most architects are competing in the same media in the same way, promoting their services in the same way, and competing for the same projects.  The result?  The “sameness” results in the architects fighting over limited clients and suffering declining profits to get the project. 
    Tools to use: You should strive to give yourself great power and leverage with the “that’s for me” reaction.  When a potential client receives a piece of mail or email, rather than it being perceived as general and generic mainstream, it’s of great specific interest to them.  Niche marketing does the exact opposite of what most architects do which is to be all the things to all people.  This “all” approach leads to being nothing to everyone. For example, if you were to market to do office remodels, narrow your focus to a single specialty: you could use an ad in a magazine just for dentists so you can have the ad made specifically targeting their needs.  The “that’s for me” reaction is there.