There is an article in this month Architect magazine about how far architects are ready to slash their rates to get a project, any projects, even if that mean not to make any profit on those projects.

http://www.architectmagazine.com/design-fees/self-inflicted-losses.aspx

I’ve said it before, if you don’t make profit on your projects, you don’t have a business, you have a hobby…not fun to deal with, but still what it is…

The article talk about how far (or low) some architects are willing to go to get a project and turning themselves into the Walmart of architecture…and for some of them; the ‘One Dollar Store’ of architecture.

There’s nothing new here.  You always find architects (same with contractors and other people around our industry) that offer the lowest bids to get a project, regardless of the economy.  Think of a young architect just coming out of school, he or she will not be the highest bid, even in good economy just because he/she wants a project…any project…

Entering a competition for free in the hope of getting a project, in good or bad economy, is for sure the lowest you can offer your services, actually it is since you give your expertise for free.  ‘But that’s a different story because…It’s good for my portfolio…’

In good or bad economy, there are store like Walmart and there are store like Louis Vuitton and everything in between.  It is your choice to decide where you want to be on that curve. 

By the way, I’ve you been to a LV store recently?  Let me tell you that they are not suffering a bit and are actually opening new stores when not remodeling the old ones.  The downtown location in Seattle had a major remodel just a few years ago AND a new one this year to be sure it is has nice has the new one they just opened in Bellevue…

My point here is that there are people with money, your decision who you work with.  You don’t have to be a Walmart.  You’re probably thinking; ‘Yes, but it’s different for us Architects’.

Ok, let’s look at some other professionals to see how they are doing in this economy.  Let’s pick dentists.  There are some of them that are slashing their prices to get someone, anyone in their chair by offering the lowest price possible.  And the result is that those dentists work like mad men all day long to barely make it.

There are people saying that it is too expensive to go to the dentist since their insurance doesn’t pay much.  My neighbor is a good example of this; doesn’t go to get is teeth cleaned because it’s too expensive, but does drive bran new Mercedes….

 Then you have the dentists that are doing implants, very specialized niche of dentistry (did I just say Niche???). And right now, and same for the last few years, have been treating patients on a regular monthly basis with price tag of $50k to $75k and sometimes even more…without insurance…in the same economic conditions…

In my book I talk about Jeff Peterson and his Niche practice (did I just say Niche again???).  He has been doing great for the last few years and last time I talk to him a few months ago, everything was still great.  He is so specialized that he does not compete with anyone else, ok I’m pushing it, barely competing with anyone else….

It is YOUR decision to be the Walmart of architecture or not. You can’t blame it on other people since some of your peers are doing great in the same economic condition that you are dealing with. 

Let’s be real here, of course it is not a fantastic time for our profession BUT there are way available to you to ensure that you do great work and that you enjoy the rewards you deserve for your services.

It’s your decision to go after the same projects has all of your peers OR to sit down and think of what your options are, put a predictable Marketing System in place and go get the projects you want in that specific Niche.

In the webinar that I’m part of next month, I will reveal how you can be in front of the people that are looking for an architect but important, and especially for those of you that work in a specific niche, how to be in front of the people that are not looking for an architect YET because they don’t know about the benefits they will get by working with you. 

To your success
Christian

Ps.  There’s still time to sign-up for this webinar, just go to my home page to get more info AND a special discount code!  www.ArchitectProfits.com