Christian Hogue

Marketing for Architect; What Story Can Do

Tue, 14 Dec 2010 11:24:24 -0500

I’m not sure about you…

But I just can’t believe it’s already Mid-December…pretty much just two weeks before the end of 2010…where did the year go!!!

I have to say that I’m very happy with all the things have been able to achieve this year and I do hope you do to. From publishing a book to moving across country from Seattle to Miami and with two dogs and a cat! As you might guess, lots of good stories about that move!

Story sells and it sells at premium prices.

Two good examples to prove my point. The “Paul Harvey” heater has been on the market for a number of years. The “Paul Harvey” heater has been on the market for a number of years.

The cost savings in heating bills of course comes, not by way of magic, but from good old fashioned closing off the heat to rooms you aren’t using and using the space heater in rooms you occupy.

There are plenty of $50 heaters at the local True-Value® and Home-Depot® that put out just as much heat. But in both of these ads, it’s the story that entices the consumer to pay $399/$499 for “Paul” and $547 for the lovingly Amish made. By the way, the Amish aren’t using the things, as they can’t have electricity in the house. They’re being hired to build the wood frame that goes around the heating unit and to create story.

Application for an architect: Client Success Stories need to bring tears to the reader, ’sales copy’ in your firm information (this can be in your firm brochure and/or on your website) needs to be strong and tell stories to not only help sell you as the architect but to help sell fees commensurate to your skill and training.

Until next time—health and success,
Christian

Marketing for Architect; Wise Use of 3rd Party Endorsements

Tue, 23 Nov 2010 13:20:50 -0500

It’s pointless to brag about one’s traits oneself. Usually, results in an opposite effect of what’s intended. It’s human nature to roll one’s eyes anytime someone says “I’m the best” at just about anything. Muhammad Ali being the exception that “makes” the rule. Furthermore, a number of architectural boards prohibit you from saying you are better than anyone around you. But there is Good News! These limitations can all be overcome by having OTHER 3rd parties endorse and attest to your skill level and say all those things that you aren’t allowed to.

Here are some examples;

Classmates: For those architects that studied with you and that are now in a different location that yours and/or with a different focus on their practice then yours, getting endorsements from your classmates is an option to gradually build your 3rd party message strength. It’s not so important that they understand the reason for the endorsement but that you simply get them to trade endorsements so you can put it to good use. Your goal should be to have more colleague endorsements in your practice location than any other local competing architects. That designation can be used throughout the practice and via external marketing to build credibility to clients. As clients have in general no clue about credentials (unless they are written in ways that explain what they mean), endorsements are something that is simple to comprehend.

“Gee, if this architect is endorsed by 57 of her colleagues and I don’t see any architects endorsing this other guy, why would I not go to the one that the other architects trust?” [A few states prohibit you as the architect from giving your endorsement to another architect or product. However, the language usually does not prohibit architects from outside your state, or country, endorsing you.]

Engineers: All the engineers that you work with, structural, electrical, mechanical, you name it are another method of gaining a 3rd party endorsement. If you are used to working with a certain engineer on many of your projects, they will very likely write an endorsement for why clients should trust you (remember: the engineers see’s all kinds of projects/results from other architects). If you consistently show them good project to work on with you, they’ll be more than happy to write an endorsement for you. They probably send you Holiday Cards to show you that they like you, now it’s time to ask for a bit more than a card at the end of the year. Same goes for contractors that you have a good working relationship with.

Media Publications: When a practice receives media exposure either by way of an interview in a local publication or by way of the purchase of print space for an “advertorial” style advertisement (those ads that actually look like an article), an opportunity is now present to turn the interview or the advertorial into an endorsement. Remember the public believes what it sees in print to be “news” and news lends itself automatically to 3rd party credibility.

Other Professionals: The public looks highly to not just us as people in our field but to other professionals as well for guidance in who they should choose for a professional service (lawyers, accountants, physicians, and dentists for example). Think of those as being pretty much the same as an endorsement from someone in our industry but done by someone who knows you as a professional. For example, they can easily make some comparisons with people of their own industries with saying things about quality of work, professionalism, always on time and on schedule, reliable, etc.

All of these, in addition to all the testimonials from your actual clients will make you look like a rock star! And between you and me, you need to believe that you are one yourself to be able to convince others that you are the best architect for them to work with. If you don’t believe in it, there is no way you’ll be able to convince someone that doesn’t know you.

Marketing for Architect; When Less Is more- with Your Website

Fri, 12 Nov 2010 09:42:12 -0500

Bonjour!

Christian here, getting ready for the weekend! The last few weeks have been pretty busy with the new 6-Step Marketing Blueprint and working with new members and getting use to Always Sunny Miami! What a change from Seattle!!!

With that said, there is One thing we can all agree these days: Each day we’re bombarded with more media clamoring for our attention. Emails, website links, text messages, FaceBooks, electronic billboards, televisions in elevators (even in the restrooms), you name it…with the next invasion just around the corner.

Problem #1: More distractions means ever-smaller attention spans on the part of your prospects.

Problem #2: Most architectural practices think in parallel while most prospects think serially. Practices structure their websites with too many different type of services on a page and too many decisions for any one prospect. At the same time, clients tend to have one dominant thought at a time: “My project can’t be too expensive” or “I can’t decide what I really want” or “Can you do something about my house remodel?”

If you try to make one web page address all those needs (problems), you’re likely to address none of them adequately. At the other end of the spectrum, if you say nothing on your page, well you say nothing and it is a big waist of your prospect time. Unmotivated people who are merely browsing will think in general terms. For instance, they may search for “architect”. But motivated clients are more specific in their searches and already looked for ‘best architect for house remodel’. They will have already Googled multiple websites and now want to know more about “alternative construction”, “new products and finishes”, and so on.

The bottom line is you should not have a one-size-fits-all web page with every conceivable link on it. You are better off having multiple, detailed pages on each aspect of your practice. The first objective of your site should be to build trust in your experience, so prospects will give you their names. The concept of ‘Free Report’ in full speed here for those of you that decided to get your copy of the Blueprint. You can then expose them to the full array of your services once you have that critical piece of information.

If you first attempt to expose them to all your services, you risk overwhelming them. Overload leads to delay, which leads to indecision and the reflex of “I’ll come back here later.” As soon as your anonymous visitors have left your page, there is an excellent chance they will not remember to return. Even if they do remember a week or month later, the chances are not good that they’ll recall your exact website address.

To sum up: It’s fine to have a website that covers many aspects of your services. You’re much better off targeting that advertising to attract fewer tire-kickers and more solution-seekers. Then deliver a targeted page that addresses one of the services you offer. You’ll come across as a specialist and will stand out from all the distracting, general sites.

Your site can indeed become an island of professionalism and clarity in a sea of distraction.

To your Success!

Christian

Ps. The holyday season is just around the corner, don’t wait to be the last one to send a card to your current clients and to your prospects…be sure to be The First One!

Marketing for Architect; Are You Taking Action?

Wed, 27 Oct 2010 15:23:00 -0400

Most of our peers refuse to move or take action on items that are completely under their control related to marketing and sales and that will make real difference in the current and evolving new architectural economy. They quite literally remain imprisoned by fences of their own making and that is if they have any sort of marketing in place. Mentally and emotionally and personally and in business. Ultimately, this results in a financial fence.

Reality: For every service that you can provide from the lowliest remodel to a complete new building (put a new city here if you want), there are clients still buying. It’s up to the architect to make sure that prospective clients still know they are in business, ready and willing to take care of them regardless of what is the particular tone of the news that day, month, or week.

Another good reality right now (at least for the ones taking action) is that most architects are panicking and retreating instead of taking action.

Could there be a better time to be investing in yourself and your own business?

Here’s the difference between those who are successful now versus those who are terrified, paralyzed, drying up and practically blowing away in architecture. They are willing to stick to their knitting, work on their business, able and willing to unearth and capitalize on the opportunities provided by adversity (cheaper media rates spring to attention), paying more attention to the person they face in the mirror every morning than people over which they have no influence, more attention to creating and delivering value to their customers. Being less distracted and more determined to stay on good side of Darwin’s laws.

When you encounter that colleague who complain about how bad business is right now here’s what to ask—what are the 5 things you’ve done most recently to follow-up on current and past clients and prospective clients?

What are the five non-architectural books you’ve obtained and studied most recently to somehow improve your lot in practice and life? To acquire new sales or communication skills, to make yourself more valuable to your clients, to find new opportunities in your local area? The media you’ve negotiated with to make a better deal?

When they have no answer to these questions, tell them that they need to start working ON their practice.

By the way, you can find information on my new Marketing Blueprint right here (ok, click here…)

Yeap, I made my deadline!

Marketing for Architects; Are You Making These Marketing Mistakes

Thu, 21 Oct 2010 10:51:50 -0400

To follow-up from my last post, today I want to reinforce that when you have a business, and yes architecture is a business, you should be suing direct response marketing as a primary means of advertising.

But before I go further, I don’t know about you, but I have to say that I always get an extra charge of energy at this time of year for the final sprint to get all my goals done by the end of the year. And it does seem that it’s the same with many of you, considering the number of emails I’m getting in the last couple of weeks.

I’ve been getting a lot of requests to get a more information on the different products and programs that I have available and more important, how I can help more of you get more of me at a lower price. Many of you want to take action but money is a problem. So I’ve been working really hard and will have a brand new Marketing Blueprint available to you by next week (and I will meet that goal!!!) and at a much lower price…more to come on this one…

Direct Response Marketing as your primary means of advertising;

Most of what you see in everyday advertising is what is referred to as image advertising. In other words, all the advertising does is bring brand or company name recognition. We all love it ‘cause it usually looks good! The problem with this type of advertising or marketing is that it can’t be measured, so you never know if your marketing dollars are working or not. And like I just said earlier, the reality is that these days most solo architects and small firm owners don’t have that extra money to feel good about their marketing. They need results.

With direct response marketing, you will always be able to measure the results of your programs so you know whether or not to continue spending money in those avenues or it you should move your advertising dollars somewhere else.

For example, if you are running a newspaper, or radio ad and there is no direct way to measure your response, you are doing image advertising. If your ad has a coupon the consumer had to cut out and bring to you for a free consult, or if you a specific phone number for them to call from the ad, then your advertising dollars can be tracked and you will know if your efforts are working or not.

Direct response advertising and marketing allows you to maximize your advertising and marketing dollars, because you know very quickly if what you’re spending money on is producing results or not. If it isn’t producing results, you can very quickly make adjustments, move your dollars elsewhere and test again.

Makes you wonder why everyone isn’t using direct response marketing, doesn’t it?

Ok, gotta run, need to finish my new Marketing Blueprint!!!

Marketing for Architect; Mass Media is ALWAYS Necessary PART II

Tue, 05 Oct 2010 14:17:42 -0400

I’m sure some of you will agree with me, there is just not enough hours in a day and days in a week…at least when you just move to a new home, in a new city AND in a completely different climate. The good thing is that after only 3 weeks, we are finally getting pretty much done with most everything. I even had time to go for an 1hr swim early Sunday morning in the ocean and it was fantastic!

Ok, enough bragging about my new life! Some of you asked me to give more information on my last post about Mass Media. Today I would like to say a few words about the biggest concern I get with my new members when we start talking about doing ads in the actual world. For some reason I don’t get much resistance from them to advertise in the online world…but it’s a different story when we talk about the ‘real world’…

Oh, and by the way, when I say ‘ads’, I mean ads in a very general term and you need to include in this- your postcards, direct-sales letter, radio ads, your marketing brochure, etc. ok, that said, here are the biggest concern that I see most of the time with a new member of one of my program;

1.    I’m Concerned that my marketing will look “Too Different”. Oh really, then please prepare to not be noticed, remembered, or get any real result. Your marketing’s first job is to get noticed and you can only get noticed by standing out. You stand out by differentiating yourself in frequency, message, or positioning. Notice that I didn’t say to make your ads weird. No, I said different. And by the way, don’t look at what your competition is doing, or I should probably say in this case, not doing since they probably don’t know what they’re doing.

Like I said, this is the same for your brochure, your website and the way you present yourself when dealing with new prospects. If you’re only doing what your competition’s doing, you’re immediately replaceable, and you’re not going to be missed. This might hurt your feelings, but we are talking about business here… What you need to do is to pay attention to successful ads and marketing strategies even if they come from other industries. Between you and me, try to look at small independent company as oppose to what Apple or Big Companies are doing since you probably don’t have the same budget that they have.

2.    I’m afraid I Won’t Get Enough Leads – Well, you’ll never know if you don’t try. I know; that’s pretty straight forward for an answer but really- start small and then you can go for bigger once you get the results you want. I sometime see web postings like, “Who has tried newspaper ads? Did it work?” Or even worse, you can see responses from other architects who say, “I tried it and it didn’t work” not good to listen to people that don’t know what they are doing and why it didn’t work.

3.    I’m scared to lay out a plan since I might need to change it – Well, it’s not that it might change, it will change. So the best way to deal with this is to have a plan of what you will do for the coming year and adjust along the way. The time that you will spend planning your ads (your mass media plan) and when you’ll be running your ads will save you a lot of time later, reduces your stress, and makes you “think” through your year instead of reacting to it, and that’s regardless of the economy. There is really no way around this, unless you want to keep fighting with your peers.

Then, the challenge you face is learning what advertising actually works versus just giving money to some other businesses, like newspapers and magazines. I’m not sure if all of you are fully aware of this, but they don’t make their money by selling the newspaper but really by selling spaces for ads in the newspaper. Same goes for the magazines. The main danger is that your money can be wasted on non-productive ads leaving your practice financially worse off than before any advertising was started. That’s why it’s so important to build a marketing system that’s based on the principle of “Test and Measure.”

And we are going to look at this in more details on my next post!

Marketing for Architect; Mass Media is ALWAYS Necessary

Tue, 28 Sep 2010 16:42:12 -0400

For a steady flow of clients who need your services, a variety of mass media (any form of media that reaches many multiples of thousands of potential clients…and NO, your website is Not Enough…) is necessary to deliver them to the front door on a more regular basis. Otherwise, the refrain of ‘waiting in vain’ will be a familiar one. Why is this the case?

Reason #1:
Unfortunately, most people don’t understand the importance of working with an architect and even fewer are actually thinking of working with one. There are a lot of misconceptions about our profession and most people don’t have a clear idea of the benefits of working with someone from our field. It is your responsibility to show them why they will benefit from working with you!

Reason #2:
Only a very small percentage of people needing the help of an architect will actually enter construction in a given year. While finances are one major factor, especially these days, there are other readiness issues that prevent most from choosing ‘right now’ as the time to pursue major construction. You won’t see these dismal statistics batted around in the architectural management or consulting world, because so few are willing to acknowledge them and when confronted, they have few answers to offer back to the inquiring architect who demands and needs tools to battle the odds and win. This low number shows up in a variety of settings (urban, rural, US, non-US).

Reason #3:
If you combine the above two reasons and continue with just neighborhood-based marketing and regular networking, you won’t reach enough of a base of potential clients who are in the “ready” category in the immediate vicinity of your practice.

Need for a Sales Systems and Qualifying of Clients as Consequence of Mass Media:
While the good news is that mass media can generates enough response to create a steady flow of clients who are ready, it will also create a steady flow of potential clients who are NOT ready (at least right now).

Therefore the importance of a system with how one qualifies clients interacting with the practice for the first time and becomes critical to manage those clients who aren’t ready. Otherwise, you’ll waste time, money, and mental energy and eventually give up and go back to hoping for the best because of those prospects that not ready to move forward at any time.

Additionally, over a period of years, the ‘not-ready right now’ clients create their own source of more projects (another critical Architecture Marketing Systems Strategy—the creation of The New Project Annuity™).

Finally, one trap to avoid with mass media is to never forget the role it plays in the steady supply of projects. If one starts believing that it can be eliminated as a practice expenditure, you’ll quickly find that once turned off, the projects dry up shortly thereafter.

Marketing for Architect; Your Communication

Tue, 21 Sep 2010 12:48:34 -0400

Your Communication
You need to have a “sales” structure in place And in front of you so you can practice your communication skills on a regular basis to be sure you improve it over time. People like to work with people they connect with and that they like. If you go to the effort of making the client feel that you are more alike than different, they will like you more. If you observe your own behavior you’ll find that you buy from those you like and not from those you dislike.
Tools to use: The more comfortable you are at talking in everyday (non-architectural) language and mirroring the client’s behavior and language, the more projects you will get. When you communicate in this fashion, as opposed to as if you were talking with another architect, you connect with them at a deeper level and the result is improved project acceptance and more people receiving the benefits of the expertise of an architect. We’ve been trained to present our projects to our peers, no longer the case once you are talking with a prospect. Sound simple? Yes it is- just ask more questions than you give answers. Remember, it’s not about you…it’s about your prospect!

Marketing For Architects; Tired of being the best kept secret in your field?

Wed, 15 Sep 2010 13:20:16 -0400

In today’s world, well over 50% of future prospect will either find their architect on the web or go to the web to check him/her out before making a first ‘live’ contact - and the number is constantly growing. That’s why any architect (especially solo architects and small firm owner) who wants to be part of the winners MUST be accessible to prospective clients on the web.

Every serious architectural web site should have at least one place where clients can ask for written information! Otherwise – you will remain the best kept secret…and you site will be nothing more than a phone number somewhere in the yellow book.

Prospects searching an architect’s web site for the most part don’t make their decision to call for an appointment on-the-spot. Instead, they want yet more info. That’s why a “web form” embedded into the site offering a “special report” or “detailed information” is a welcome option to them.

The web form captures prospect contact info, the office is notified by E-mail and sends out the info packet. The info packet is, in essence, a promotional piece assuring prospects that they have contacted the right office to solve their particular project. That’s why my 6-Step Marketing Program comes with a specific template for such info packets.

But, what next when the majority of prospects still delay contacting the office for the appointment? Read on….

The time-line for most architectural project is often protracted and follows the universal sales rule of taking multiple exposures to a service before a prospective client will take action.

For example, a person may look at your web site and even order that “Free Report” but still will not phone your office for an appointment. At that point the prospect either goes into hibernation only to emerge unexpectedly at a later time or perhaps will never follow up at all. In such cases, often estimated to be in 50% of instances or more, it’s what you do to “be there” when the prospect is ready to buy that makes all the difference. It is your responsibility to take action for your prospect.

Join me on my special call tomorrow, September 16, to find out how you can easily do this. Just send me a note at info@architetcprofits.com to secure your seat and get the access information for this special call.

TOMORROW at 10AM EDT/ 1PM PDT.

CONSISTENTLY BRING THE CLIENTS YOU WANT TO YOUR FIRM
Thursday, September 16, 2010 at 1pm Eastern
Reserve your seat at info@architectprofits.com

Talk to you tomorrow!

Marketing for Architect; Building More Than The Foundation

Wed, 25 Aug 2010 17:48:08 -0400

Architecture is a big ticket item and therefore you have to provide more than good value. In other words, you need to provide more than just good design. Sorry if I burst your bubble, but it is not enough and anyway, why would your prospects expect less than the best design for their project? Truthful comparison of the benefits of the services you are offering with other services or other type of construction, possible savings and increase in value of the project need to be pointed out throughout the process. From first contact, via the phone or website until the prospect say yes to working with you and only you.

Tools to use:

Show the additional value through simple and convincing comparisons with other services and make sure that what you are saying is true and that what you are claiming is substantial. Find out what other benefits that working with you can bring to the client at large. For example, how can you help them get more square footage to their building by choosing a critical type of tenants for their building (non-profits come to mind), or how you can help them get part of the construction cost covered by subventions from the government or independent agencies. You need to say what those are throughout the process (this means more than once!).

Marketing for Architect; Is Green the Green Light for Your Prospects???

Mon, 23 Aug 2010 10:46:21 -0400

There was a great article this weekend in the Wall Street Journal by Scott Adams. It was a funny article and one that we can obtain critical information on what your prospects think and probably have for opinion on Green Architecture…

Critical if you want to get new prospects with their projects!

Here’s what you can find in the first two paragraphs…OUTCH!!!!

“You see an article in a magazine about a guy who built a “green” house using mostly twigs, pinecones and abandoned bird nests. You want to build a green home, too. So you find an architect, show him the magazine and say, “Give me one just like this.”

Good luck with that.

Your architect only knows how to design homes using materials that his local planning commission is likely to approve.”

(want to read the article? Go right here)

And then he goes on about how difficult it really is to build a Green Home And that really “The greenest home is the one you don’t build”.

I’m not saying that you should not do green design OR that you should not tell your prospects that you are an expert on the subject.

What I’m saying here is; Green design will not bring you new projects if this is the only ‘weapon’ that you have under your belt to interest new prospects. And keep in mind that most architects now claim that they are ‘Green Experts’.

EVEN MORE CRITICAL FOR YOU:

You might have received an email from AIA about a super Green Conference in NY city…it’s great for those of you that primarily work on mega projects…not exactly the kind of projects most solo architects and small firm owners work on these days…

This Investment Will NOT BRING YOU NEW CLIENTS With NEW PROJECTS

WHAT WILL?

You need to invest your time, energy and money on a proven marketing system that will systematically and consistently bring you the projects you want for your practice by putting your name, critical information and why you are the ONE for the people you want to work with. (Like my brand New 6-Steps Marketing System for solo architects and small firm owners like you)

More education WILL NOT do this for you!

Marketing for Architect; Are you the Walmart of Architecture???

Wed, 18 Aug 2010 11:07:07 -0400

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

Last Day for the ‘Early-Bird’ Webinar Special Rate is Today!!!

Mon, 16 Aug 2010 11:00:00 -0400

Hi there,

Quick note to remind you that the last day for the ‘Early-Bird’
Special rate for my up-coming webinar is today!

Click here if you’re ready to cut to the chase and reserve your place
http://www.elevationrg.com/The-Business-of-Architecture.html

In this webinar, I will share with you what you absolutely need
to know and need to deal with in this new architectural economy.
The last few years have been really though for most architects,
especially for Solo Architects and Small Firm Owners like you…
Too often time left to the side by our own industry…

Let’s be real here, the way it use to be just a few years ago
when the phone would ring to tell you about a new project
will not come back. People just don’t select an architect
the way they use to do it. It’s no longer the same game…

You have two options with this new reality;
You pretend it’s still the same and wait for the phone to ring
OR
Face this new reality, learn about it AND put a proven
‘connect-the-dots’ marketing system that will bring you
the projects and clients you want for you practice.

If you want to face the music And be in front of your peers,
you need to join me on this most important webinar!

I will share with you the 11 Most Critical Strategies You need
to put in place in your practice the be the only emotional AND
logical choice for your prospects…

Best part, all of those strategies are Low-Cost to No-Cost!!!
http://www.elevationrg.com/The-Business-of-Architecture.html

You have until TODAY to get the ‘early-bird’ special rate!

And Even Better…

If you would like to attend, as a colleague, or friend of mine,
you can SAVE an additional 20% off the registration price by
simply entering DISCOUNT CODE: CC20 upon registration.

Clear here right now to benefits from my two discounts;
http://www.elevationrg.com/The-Business-of-Architecture.html

I do hope you will be able to attend this ground breaking event.

See you on the call!

To your success-
Christian

P.S. here’s what one architect that work with me has to say;
“I got a referral for a really nice residential project within just a
few months of working with Christian from former clients, even
though I hadn’t heard from them in years; one simple strategy that
he shared to me did the trick. I just wish I would have thought
about it myself earlier! “ David Beckwith

Marketing for Architect; Do you make sure that your clients will be satisfied?

Wed, 11 Aug 2010 11:24:18 -0400

Big changes since my last post, I just drove across country from Seattle to Miami…my new home! Talk about long hours in a car…well worth it though…it’s sunny here!

As you can imagine, we stayed in many different hotels during our ‘journey’ and I made all reservations weeks before leaving Seattle since we have two dogs and a cat and we needed to be sure we could stay in those different hotels with all our pets (just imagine the ride with those ‘stuck’ in the car!).

(And Orange Lamborghini is a sure sign this is South Florida. Whatever happened to Don Johnson anyway?)

Be sure your clients are satisfied;

Only 1 hotel out of 5 sent me an email a week before our stay to simply ask if there was anything they could do to make our future stay at their hotel a great experience. Only 1 out of 5, even though they all had my contact information.

Did I request anything special? Of course not, BUT I was looking forward to stay at this specific hotel since I knew they would do their best to make our visit the best experience possible.

What about you?

When was the last time you sent an email (or a letter for that matter) to a prospect about your upcoming first meeting? Probably not…

This is such an easy thing to do to make sure your clients are satisfied by your services. BUT, you need to have a system in place to ensure that you systematically do this step with every new client. Without a system, it will just be good intention and nothing more.

Marketing needs to be your business;

If you’re like a lot of business owners, and for sure if you are a solo architect or a small firm owner, marketing is not your favorite part of your job. But every business needs to be in the marketing business in order to grow. There is no way you can get around it, especially in this new architectural economy.

I will be part of a webinar next month (September 14) in which I will share how you can easily implement a successful marketing system in your practice to be in control of the type of clients you work with and in control of when those clients will come to you.

Even better, I will share strategies and tools you can and should use to ensure that those new clients are satisfied by your services.

You can sign-up for this webinar right now to get the early-bird special rate! So don’t put it off and sign-up today for this webinar so you can get a jump on your competition.

http://www.elevationrg.com/The-Business-of-Architecture.html

To your success
Christian

PS. Don’t wait for tomorrow ‘cause you know that tomorrow will be the day after tomorrow and then the following one. I see this over and over again, people have good intentions but they just don’t get to it. So don’t be the one that say ‘I will get to it later’, be the one that takes action right now to get the practice you want and deserve.

Marketing for architect; 2 important pieces of information...Your choice.

Sat, 31 Jul 2010 12:54:30 -0400

Two numbers grab my attention this week, one for Google and one from the Architecture Building Index (ABI); 90% for Google and 57.7% for ABI.

What’s this mean for you?

New reports shows that Google now controls over 90% of all searches on the internet (compare to Yahoo at 3.9% and Bing at 3.7%). Don’t expect people to call you about their project if they don’t see your firm information when they search…on Google…for an architect. You need to be on that first page, on natural search, PPC and Google Map.

The other number is the number of inquiries about projects; 57.7% So pretty high. You’re might say; ‘those are only inquiries, no projects yet’. It is your choice to wait for those people to be ready to move ahead with their projects…

OR to have a system in place to grab their information when they do their First search (on Google…) to be able to show them that you are the only logical and emotional choice for their project…once they are ready to move ahead.

It is up to you to decide if you want to wait and hope for the best or decide to have a system in place with specific steps in place to be THE ONE once those projects are real projects.

Have a great weekend
Christian

Is your book available in an e-book format? i-book would be preferable.

Tue, 27 Jul 2010 11:35:12 -0400

Hi there,

I actually did a survey amongst architects to decide to have e-book or not, and the vast majority said regular book. Now that the I-Pad make it so easy to buy/ download/ read, I have decided to wait to get half the boxes of books that I have in stuck go down and then include an e-book (it will cost me several Thousands $…)

Till then, I can offer you a 25% discount of the book, just go to my website and enter the code ‘AP-Book” at the coupon code box.

Let me knwo if I can be of any other help!

Regards- Christian

Marketing for Architect; You have to be The Authority for your prospects, why would they work with you otherwise???

Mon, 26 Jul 2010 12:19:17 -0400

A few weeks ago, we talked about your communication and this week it’s time to cover how you can and should convey to your prospect that you are the best option for them.

But first I want to remind you of my up-coming speaking engagement at Elevation Research Group’s 4-part series, The Business of Architecture: Firm Development, Effective Marketing, and Attracting Clients. You can view the agenda and register for the event at; http://www.elevationrg.com/The-Business-of-Architecture.html

And if you would like to attend, as a colleague, or friend of mine, you can SAVE 20% off the registration price for individual sessions, or the entire 4-part series, by simply entering DISCOUNT CODE: CC20 upon registration.

Ok, now back to business; You Are The Authority
This should be an easy topic to understand for architects: all future clients want to work with the best of the best architect since they are going to invest a great deal of time, money and ‘emotions’ on them and with them. On the other end, very few architects are comfortable thinking of themselves as an authority in their field. In your clients’ perspective, you are the authority since you are the professional, not them. If you don’t believe in this, there is no way anybody else will. You will have an easier time at getting the clients you want to work with if you believe that you are an authority for them.

Tools to use: The concept here is not to scream that you are the best of the best: leave this to all the “star-chitects” out there - the real ones and the “I want to be” ones. Of course, what comes to mind first is to use any publication of your work in any magazine or any awards you have received for your work. However, it should not be limited to this type of sign of authority. What you need to do is to convey to your potential clients the area of expertise that you have for them. For example, this can be the speed of project delivery if you do retail, or best detail level if you do historic residential preservation. Be strong and clear at showing that you are the authority for them, as opposed to your peers. And the best way to get this ‘massage’ across is by the appropriate use of testimonial.

Here are a few examples of authority;

The first one is the Indian restaurant ViJ’s in Vancouver (you can find more pictures on my Facebook account). I just went last Thursday, yeap, I drove to Vancouver from Seattle to go have dinner there…(I also had to cross the border to renew part of my Visa, but that’s a different story…)

So I drove there and waited over 90min to be seated since you can’t reserve in advance. There are no reasons for them to take reservation since it is always pack, night after night, week after week…

What kind of authority status do they have? A big one. One of the most influential food critics from the New York Time said this about Vij’s;
‘Easily among the finest Indian restaurant in the world’

Here’s another example of a testimonial about this one about my new book. You will see that it would have been difficult to say this myself but that it works great because it’s coming from one of your peer.

I read the entire book the day I got it. I am moving forward on implementing several of the recommendations immediately. It is important for any architect in business for themselves to read. “Remember who your target audience is and speak to them in their language”. Good advice and great book.
Sincerely,
Jim Henderson, AIA
HENDERSON ARCHITECT

On that note, have a Great Productive week or a good relaxing week for those of you on vacation!

Regards
Christian

The Business of Architecture: Firm Development, Effective Marketing, and Attracting Clients

Thu, 15 Jul 2010 18:44:42 -0400

I would like to share with you some information about a four-part series of webcasts on Successful Marketing for Architecture Firms that I’ve been invited to be one of the speaker.

This will run September 13-16, 2010 and my presentation will be on Tuesday the 14th. Each of the four webcasts will focus on one particular area of establishing and maintaining a successful firm from brand development to using social media to reach new clients, and will run 45 minutes with 15 minutes at the end for Q&A.

I will present a Step-by-Step Road map to help you consistently bring the clients you want to your practice.

Here are some of the key points of my presentation
•    What you absolutely need to put in place to be able to get the information you want from the people that are looking for an architect with the online world
•    How to actively get new leads from people that are looking for an architect and also from those that are not searching for you, way before your competition
•    The secrets you need to ensure that the people that does contact you will say yes to working with you and only you

Here’s the link to their website so you can register;

http://www.elevationrg.com/The-Business-of-Architecture.html

Hope to see you there!

Christian

Marketing for Architect; Are you sure your prospect always know what you are talking about??? Don’t talk like an Architect all the time!

Mon, 12 Jul 2010 19:13:26 -0400

Well, summer finally arrived last week in Seattle and it is already over…it was a ‘fresh’ 53 degree this morning…Grrrr!!! You would be right to bet that everyone around here talk about the cold weather!!! I went to see our soccer team last night and it was a lot of fun and I’m glad I had my scarf…you can watch a video of the opening on my Facebook account…from my new I-Phone 4 :-)

A few weeks ago we talked about ‘Building more than the foundation’; today I would like to say a few things about your communication…

Your Communication
You need to have a “sales” structure in place and in front of you so you can practice your communication skills on a regular basis to be sure you improve it over time. People like to work with people they connect with and that they like. If you go to the effort of making the client feel that you are more alike than different, they will like you more. If you observe your own behavior you’ll find that you buy from those you like and not from those you dislike.

Tools to use: The more comfortable you are at talking in everyday (non-architectural) language and mirroring the client’s behavior and language, the more projects you will get. When you communicate in this fashion, as opposed to as if you were talking with another architect, you connect with them at a deeper level and the result is improved project acceptance and more people receiving the benefits of the expertise of an architect.

You might think that your prospects always understand what you are talking about, but be advice, it is not always the case and it is in your best interest to always be sure that they do understand what you are telling them.

We were train to present to our peers and our professors, very different once you are talking to one of your prospect!

Marketing for Architects; Did you know that Social Networks will replace emails? Better use those if you want to stay in touch with your prospects!

Mon, 05 Jul 2010 14:27:38 -0400

Bonjour!

Christian here…I hope you had a great 4th of July and that you had a chance to celebrate with family and friends. I sure hate too many home-made fries…just couldn’t stop myself!!! I’m taking this day-off to catch-up with some reading and came across this new information…

According to a new study, the social networking sites (Facebook and company) will be the preferred method of interpersonal communication for about 20% of business users by 2014. This is a bit surprising but for sure a reality that you and I cannot ignore if we want to stay in business.

You might think that this is only for the young ones, but last year the firm Nielsen released a study showing that social networking sites have replaced email as the preferred method of communication, the average user spending more time on sites like Facebook in their inbox.

This does not mean that email is dead. The wireless email, linked to an account that can be verified regardless of the country where you are or device you use, is growing. And that is for the young ones AND the older ones like you and I.

Here’s more, last month the marketing research firm Gartner has predicted that there would be about one billion users of wireless email in 2014, while a growing number of consumers will use methods of communication via the internet to stay in contact with their relatives and colleagues.

“People want more and more use mobile devices to work with others and sharing content, information and experiences with their communities,” said Monica Basso, research vice president at Gartner.

“The social paradigms are converging: email, instant messaging, protocol, voice over Internet” and converged on the premises to create new styles of collaboration. “

The users are moving away from communication services that combine to cloud instant messaging, private messages like email, social networks, and collaboration. The “wireless email market is set to become extremely competitive, with players like UMicrosoft, IBM, Google, Twitter and Facebook who are fighting to become the service of choice on mobile devices for consumers.

Here’s what you need to understand; you need to be part of this new reality if you want to get a constant flow of new prospects with new projects if you want to bring those to your practice. Otherwise you will just be by yourself on your own island wondering why you don’t get new projects to work on.

So the choice is yours and I have made mine, I am embracing this new reality!