The Future of Architecture, Engineering, and Construction
relationship between architects and marketers, this explanation is too simplistic. firm, it's difficult for engineers, interior designers, and graphic designers. Marketing for architects doesn't have to be expensive. Relationships are the vehicle for all of life's endeavors, including your business. It seems to me that architects and engineers sort of have a love/hate relationship with marketing. They kind of know they need it, yet it's sort of.
Document anything contractors will want to know on your site. Offer architects downloadable materials labeled specifically for contractors. If architects are working with a building owner directly, it often means the building owner is taking on a major home project that requires their help. Train your sales team Your sales rep may be the only person from your company that an architect ever speaks to.
Train your sales team to understand the strains building owners put on architects and how to handle them. Empower your sales team to work around common restraints like timeline, availability, and of course, price.
And when it comes to price - winning a project based on price alone is never ideal. However, it should be something to consider if it seems that price is the only thing keeping an architect from specifying your products for the first time. When you include testimonials from other architects and building owners, website visitors see your products from several perspectives. Be clear about where your product works best.
Tell them how your products compliment remodel projects or work well in new construction. Or, if you know your product is really best for new construction projects then just come out and say it. It may sound counter intuitive to come right out with your weaknesses, but saving an architect hours of research will instill goodwill with your company and help to keep you at the top of their mind for future projects where you will be a good fit.
Offer Building Owner-Facing Content If you want building owners to ask for your products then you need to have a website that meets their needs just as much as the pros who buy your product again and again. Building owners need to know everything from the ground up about remodels, new construction, your product category and your products.
But there is great news about putting this kind of info on your website: Architects can use it as a sales tool for pitching your products to building owners. Junior architects also want this kind of information.
If you want to really build loyalty with architects, you can provide them with customer-facing sales materials, brochures that people will actually want to readinfographics, case studies and more. Take a look at how Pfister is meeting the needs of its architects in the screenshot below.
They're offering sales tools in the pro section that will help pros close the deal with their clients. This page is also a great example because they're not wasting any space. Check out the 3 great calls to action at the bottom.
This page is a valuable resource not only for architects but the for sales funnel of Pfister. Be an industry expert, not a product seller.
Allow me to explain There is good news and bad news when it comes to marketing to architects. First, the good news: Architects view manufacturers as experts. Now the Bad news: The days of traditional marketing with ads and flashy commercials are gone.
They also no longer care to hear standard brochure language that makes all building products sound like a poem. They're looking for educational material that tells them exactly what the product is, what it will do, what it will not do and how much it costs. Ok, back to the good news Most companies have a certain burden of proof.
They need to convince their audience that what they say is true. With manufacturers, that trust is already established. Like all trust, the trust an architect has in your company can be broken. Unfortunately, it can even be broken by someone outside your company. In cases like these, you will have to work extra hard to overcome that burden of proof.
Content Marketing is the key to winning more architects If the days of traditional marketing are gone, how do you reach new architects? The new answer to standard marketing is Content Marketing. Now, I could give you the technical definition, but let me show you an example of content marketing in action through a story that Shafqat IslamCEO of Newscred recently shared: Turns out I knew absolutely nothing about babies, so like the barely millennial I am, I turned to the internet to figure out what to do.
Suddenly I was bombarded with ads for everything from toys to baby formula. But none of this content actually helped me make any decisions or learn how to be a better father. But then I came across the Huggies Mommy Answers blog. So when our baby arrived in January, we bought Huggies products.
They had already brought me this far, and they were top of mind when it was time to buy. Their content strategy turned me into a loyal customer. Be an industry expert, not a product seller Salespeople get sent to voicemail. Sales meetings get rescheduled. But strategists and experts get their calls answered every time, and their phones are ringing off the hook with questions and inquiries about their expertise.
No one likes to be sold to.
Marketing to Architects: The Definitive Guide | Venveo
But everyone needs a solution. Architects want an expert guide Every project is unique. Every area of the nation has a different building code. Architects are searching every day for solutions to small hiccups and big changes in their projects. You can become their go-to resource by offering information that will educate them about your product category as a whole, not just your products.
This type of strategy will position you as an industry expert. This type of marketing moves you from product pusher to partner. Start with the problem What problem does my product solve? The problem you solve is deeper than the literal part your product plays in a building project. Does your product cut down on lead times, improve LEED scores, improve insulation, prevent dry rot or resist mold? People purchase solutions - not products When architects land on your product page, they usually have a specific need in mind.
They need roofing materials that can withstand salt blasts from the ocean and are made to withstand the high winds of hurricanes.
So imagine yourself coming to a roofing product page and seeing the text below: Are you in the right place? Are you going to find what you need here?
How long is long?
Marketing to Architects: The Definitive Guide
Show me the fine print. Marketing to Architects Through Your Website According to our latest architect survey, architects are spending a lot of time on your website.
It's also important to think about how architects evaluate products when you're creating your website.
Essentially, aesthetics matter a great deal to architects. They expect both high-quality products and a high-quality website. That include a pleasing design, intuitive navigation, content that's easy to find and information that's easy to digest. Why your website needs to look awesome Architects spend their life looking for the coolest designs most refined products.
Their eyes are trained to pick out uneven lines, inconsistent colors, random changes in tone, imagery and so on. If your website is dated, confusing, overloaded with text or otherwise frustrating to deal with, architects are going to lose confidence in your products.
Your website is on the front lines of marketing to architects. Architects need a lot of details about products when they're choosing which product to spec, so the goal is for your website to offer them everything they need to know and deliver it in an aesthetically pleasing manor. Our recent survey of architects showed that the number one place architects go to research a new building materials product is on the manufacturer's website.
This is an absolute must. Architect firms across the nation are starting to see the 3D capabilities of BIM as the standard. And as more and more architects come to expect this type of technology - especially from high-end brands - if you can't offer a 3D model, you may be out of the running.
They give architects insights into unforeseen issues in the project that 2D imaging can't provide. BIM allows a building to be constructed virtually, prior to putting a shovel in the ground. This process permits us to discover interference and construction related problems before they arise — saving project costs and delays.
You can read his full article here. Take Kohler for example. They offer nine different files for architects to download for just one sink! When it comes to digital models: Give them as much information about your product as they want. Worry about getting their email address later. Architects need product samples Even if the pictures on your website are the highest quality possible, there is still no substitute for seeing a product in real life.
Architects want to see, feel, touch and understand products. Giving an architect the ability to see your product in the flesh scratches that itch for any aesthetic and durability questions they might have.
When you offer architects the option to get a free sample of your product, you are winning on multiple levels: You are getting your product in the hands of people who can use it on multiple projects.
You can grow your contact database of architects because they are literally giving you their contact information! You get the perfect segway to a follow-up call to ask how they liked their sample. Take 3Form for example, they place an option to order a sample right at the top of their list of calls-to-action on their product pages. Don't make architects go searching to figure out how to order samples.
There should be a clear path to ordering samples on all product pages and your home page. The reassurance a spec can provide is invaluable.
Product Specs should include everything from sizing dimensions to warranty, and most importantly - remember to organize the specs so architects can find them quickly. Moen has an excellent call-out for architects to download product specs. The brain processes visual information 60, times faster than text. Architects care deeply about how things look because what they are designing is a direct reflection on them. These videos do more than just show off the product.
They help AdvanTech to reaffirm that their product can be trusted and it's worth the investment. When an architect hears you the manufacturer say that your product is the right fit it only goes so far.
But when they hear their peers talk about your product, it goes a much farther. Architects who are using your product for the first time need to be reassured that you can be trusted in the industry.
They are putting their reputation on the line. Including the names and faces for testimonials makes them more personal and allows architects to connect with the review better.
They interweave these videos throughout their entire site. Easy to find Easy to share Code Requirements Architects put their name on the line with the buildings they design, so providing accurate and easy-to-find code requirements is crucial to keeping your product on the table for potential projects.
Their industry is constantly evolving, so by staying ahead of other competitors in terms of what certifications your products comply with, you increase your chances of get specified.
A great example of a company who follows the 3 Easys is GAF. Each of their products has a link to a documents page that includes all the information they need. The documents page is well organized, so architects can quickly find the code requirement or certification information they need. Did you notice that the documents page also includes testimonial videos? People who are viewing this page are evaluating whether or not GAF can meet their needs.
The testimonials reinforce their decision to use GAF. Architects need interactive tools Interactive tools are near and dear to my heart because they provide one of the most effective ways to market and sell to architects.
They can be anything from a calculator that estimates the amount of product they'll need for a job to animations that show them the layers of your product. They could also be an animated tool that lets architects choose the color and dimensions of a product and then see how the completed result will look. Interactive tools are an audience engagement gold mine. They keep visitors on your website for minutes at a time, and they help them better understand why your product is so incredible.
They also provide valuable content in an interesting way which makes it easier to absorb and easier to remember. And, if you construct them properly, they can be turned into a lead capture opportunity in a way that makes architects want to give you their information. This is how you create tools that make people want to give you their information.
Architects need to know where and how to buy your products Architects might not actually go to a dealer to purchase a product, but they will want to check on the availability of your products.
One of the number one concerns architects have when specifying a product is availability. They need to know where they can get it, how much and how soon. Most manufacturers have a contact page for their dealers and distributors that architects can contact.
However, very few of these contact pages offer much more than a name and phone number which can be really frustrating to architects who live in a high-volume area. GAF is doing an incredible job of taking the guesswork out of the Where to Buy search results: This saves architects from calling around to each number listed trying to find out if they are a retailer or maybe even just a showroom.
Segmenting your search results in this manner is a quick and easy win. Architects need a search bar that actually works While researching this article, I spoke with a number of architects to find out what they are looking for when they go to Building Materials Manufacturers websites.
They each gave me a number of different things, but they all said that if they cannot find what they looking for they use the search feature on the website to see if the company has what they need. Some went as far as to say that they don't even use the main navigation. If you market and sell to architects you must have a search bar and it must work well.
Your on-site search needs to focus on helping your website visitors find what they are actually looking for. For example, if you sell lumber and someone searches for "2x4" on your website then they are probably looking for your 2x4 products.
This means you shouldn't have your blog posts that talk about 2x4s be the first thing listed on the search results page. The search results show me images for all their orange paint color options. Clearly Behr knows what people are searching for on their site. Providing a similar feature that shows the product on the search results can be tremendously helpful to architects. Architects want pricing information Wait! I know your products will vary in price depending on geographic region, time of year, etc.
There is a general industry standard of including a text box where architects enter their zip code and are given a list of contact phone numbers for distributors, your sales team, showrooms, etc. Asking architects to move from online to on-the-phone is a big step, even if they are expecting it. Have a dedicated phone number specifically for pricing inquiries.
The number should ring straight to your sales team. By the way … This is also a MAJOR hint that the architect is interested in your product, so offering them a little extra effort so they can know if your product is within their project budget is well worth it. The sales rep should go right into asking whatever specifics you need to know in order to give a price quote.
The main idea here is Your website should work with them to help them learn about and ultimately spec your product. Marketing to Architects at a Trade Show Building Materials Manufacturers spend tens of thousands of dollars, sometimes more, on trade shows every year.
Sure you meet a ton of prospects, but … is it worth it? First, let's talk about your booth Your booth is like your calling card at trade shows. It's a delicate balance between standing out while still looking professional. I know having a completely different booth at every show is unreasonable. However, making small changes like what literature you hand out, how your banner is designed and how you introduce or position your product in conversations can make a big difference.
For example, at Greenbuild, focus on green - highlight your eco-friendly features on your banner or brochures and make sure your opening conversations lead into the green aspects of your company.
While architects at Dwell are looking for products with incredible design.
- The Future of Architecture, Engineering, and Construction
And you want to show them how well you fit into each of the categories they are looking for. But how many of those people are turning into customers?
You can see their products from a mile away. When you leave a booth like this, you remember the awesome products, not the awesome cheese plate. Booths are the perfect opportunity to let architects get to know your product.
Make sure to have plenty of ways they can touch, handle and see the different aspects of your product. As you're talking with them and walking them through your booth, be sure to connect how the aesthetics of your product factor into the quality, durability and reliability of your products as well.
Before the Show Before you head off to the trade show, take some time to create a plan of action. But architects are meeting hundreds of new companies and products in a very short time. So you need to have a plan in place that will help you keep those meaningful connections going long after the trade show ends. The best follow-up strategies are formed before the first architect hits your booth.
As part of your trade show prep, define the following: Who will be in your booth? Are these the people that will be continuing to have consistent contact with the leads? Or do they need to reference the people they will refer the leads to? Who will follow-up emails come from? Give me a call next week so we can talk more about it.Engineering vs Architecture - Architecture Engineering Work - Civil Engineering vs Architecture
Define your lead capture process. What badge scanning technology will you use? The overwhelming majority of architecture firms in the United States are small businesses, with 26 percent being sole practitioners, almost three-quarters having two to 49 employees, and 3 percent having 50 or more employees.
Here are seven ways to make marketing for architects successful on a small-business budget. Social media is a strategy that most architects have been slow in adopting, even though it can net real clients. Architects should be interested in joining that conversation. Courtesy Fivecat Studio Architecture. LePage of EntreArchitect and Fivecat Studio Architecture also recommends residential architects develop and optimize free profiles with Houzz.
In addition, he suggests using Facebook—but not just a page for your business. Build Trust in Your Brand. But make sure to design it with your clients in mind. According to the U. This includes the visual elements of your business, but it also includes what you do, how you do it, what your customer interactions are like, [and] the type of information you share in your marketing and on social media; all these elements help establish the trust and credibility of your business.
Courtesy Scharly Design Studio. Speaking of That Elevator Pitch … Networking is all about planting seeds, and the best way to plant a seed is to tell people what you do, from your hairdresser to the barista at your favorite coffee shop to your dry cleaner.
You never know which seed will sprout and lead to a future client, either directly or through acquaintances and connections.