If you’re a small architectural firm, you may have quite a small budget for marketing as with the rest. Therefore, it’s important to be strategic about it in order to bring in more work. The good news is, there are plenty of ways to make this possible, even for free.
Architects have been mostly slow in adopting social media as a strategy, regardless of the fact that it crawls with real potential clients. Social media is no fad. People come here to talk about their lives. Some social media sites are made exclusively for architects and their clients or potential clients, and there are general sites like Facebook, which is for everybody. The idea is to pay attention and join the conversation.
If there’s one thing you should invest in as an architect, even with a limited marketing budget, it’s a professionally designed website. It’s a core component of your brand. Most importantly, it must be a website created with your clients in mind. In fact, everything you do is part of your brand, from your website to the car you drive. At the end of the day, you should build a brand people can trust.
Networking is no different from planting seeds – you’ll never know which ones are going to sprout and bear you a new client, directly or through a connection. So go out and tell the world about what you do, but always keep it real and authentic.
Among the most cost-effective but effective ways of marketing your architectural firm is sending out email newsletters regularly to both current and future clients. When someone in your circle needs an architect, you will be top of mind.
These days, there’s lots of technology at your disposal, not only to make you work more efficiently, but also to help you manage your client’s expectations. For example, with 3D visualization and modeling tools, you and your client can see what the building is going to cost or look like before the space plan is completed.
Marketing your firm online is cheap and effective, but there are other ways to do it for the same cost and results. One basic example is involvement in community groups. Look for a group that aligns with your target market, or with people who can connect you with your target market. For instance, join an animal rights group to meet prospective vet clinic clients or just animal lovers who might be interested in remodeling or building new homes.
Finally, make sure your existing clients are happy so they will talk about you in all the positive ways. Note that word of mouth is still the most powerful tool you can use for marketing. When clients talk well of you, that’s marketing.