You can’t grow a business with broke customers
That was a terrible mistake.
Everything went wrong:
- High emotions mean a stressed client
- A stressed client often starts micro-managing
- Micro-managing leads to worse results
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We learned in architecture school that our designs were very important.
However, the most important aspect of an architecture business is who you work for, not what you design.
This article guides you from being just a design architect to growing your profitable architecture business. We’ll show you how to find the right clients who value what you do and help your business grow.
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How to build the WRONG audience.
In the digital age, how you present yourself online as an architect is crucial.
Being an old-schooled architect with a traditional website is not enough.
And there are common traps that can lead you to attract the wrong kind of customers:
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Creating Content for Other Architects
One big mistake is creating content that only appeals to other architects, such as complex aesthetic pictures or detailed plans.
While this might impress our peers, it doesn’t resonate with potential clients who aren’t in the field.
We’ve realized that content that seems too technical or niche can alienate those who actually need our services.
Our focus should be on content that speaks to clients, not just to impress other architects.
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Too Much Focus on Looks
We love showing off our beautiful designs.
But there’s more to architecture than just good looks.
It’s important also to discuss how our buildings are practical and comfortable.
For example, we can share how a home we designed is not just pretty but also cozy and energy-efficient.
This way, we attract clients who care about living or working in spaces that look good and feel right.
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Not Sharing Our Journey
People are often curious about what goes on behind the scenes.
So, instead of just showing a photo of a finished building, we can share stories about the project.
Like how we tackled a tough design problem or worked with the stakeholders.
This helps people see the effort and thought we put into our work, making them appreciate it more.
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Forgetting About Client Stories
Our clients’ experiences are gold.
When clients tell their stories, like how we turned their dream home into reality or made their workspace more inspiring, it speaks volumes.
These stories show potential clients that we listen and deliver, making them more likely to choose us for their projects.
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Talking Too Technical
Sometimes, we get caught up in our professional lingo.
But when we use simple words to explain our work, more people understand and connect with it.
For instance, instead of saying ‘sustainable design principles,’ we could say ‘designs that save energy and definitely your money.’
It makes our work more relatable.
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Being Inconsistent
People get confused about what we offer if we’re all over the place with our messaging.
Whether it’s our style, the kind of projects we take on, or how we talk about our work, sticking to a clear theme helps people remember and trust us.
Consistency is key.
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Not Solving Problems
Celebrating our achievements is great, but clients really want to know how we can help them.
We should focus on their needs, like creating more space in a small home or making an office more welcoming.
When we discuss solving these kinds of problems, we show that we’re not just architects—we’re problem solvers.
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By paying attention to these things, you can create an online profile that is more than just a showcase for your projects.
Make real connections and find the right customers.
The ones who really need and value what you can do.
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How to build the RIGHT audience
As business owners, we’ve understood how key it is to reach the right people.
We’ve been there, making every mistake we just talked about.
Here’s how we do it now:
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Sharing Success Stories That Matter
We focus on stories about how we’ve helped our clients succeed.
Instead of just talking about our journeys, we showcase projects where our architectural skills made a difference.
This strategy attracts clients interested in what we can achieve for them, not just our backgrounds.
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You can read more Success Stories in our Case Studies section.
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My advice: Create a story that connects emotionally with your audience
🎓 Wonder why some architectural projects capture the imagination more than others? Find the answer with the Marketing – Storytelling Sprint. Learn the art of weaving a compelling narrative around your projects, turning your designs into experiences that stick in their minds.
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Engaging with Purpose
We don’t spend hours online aimlessly.
Our engagement is strategic and relevant to our field and Ideal Customer Profile (ICP).
Whether it’s commenting, sharing, or creating content, we ensure it underscores our expertise in architecture.
This targeted engagement connects us with potential clients looking for our services.
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Content That Speaks to Our Ideal Customer Profile
We write and share content aimed directly at our ideal clients.
Our content, whether blog posts, social media updates, or videos, addresses the needs, concerns, and interests of our ICP.
This focus helps us attract clients who fit our business ethos well.
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So, we create longer format content articles to increase their awareness.
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You can read the full article here: Misaligned Content: Content Is Not King If It Doesn’t Serve Your Audience And Your Business Goals.
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My Advice: Create in-depth customer profiles that give you a clear picture of who you’re designing for.
🎓 Ever feel like you’re shooting in the dark when it comes to understanding your clients? Illuminate your strategy with the Audience – Customer Profile Sprint. This is about more than demographics; it’s about understanding their desires, challenges, and what drives their decisions. Tailor your designs to resonate deeply with your clients.
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Staying True to Our Niche
While following trends can be tempting, we find more value in staying focused on our niche.
By consistently sharing content related to architecture and our specific areas of expertise, we establish ourselves as authorities in our field.
This approach attracts customers who value our specific knowledge and skills.
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What did I learn about building the WRONG audience?
We’ve learned that building the right audience online isn’t about having the most followers but having the right ones.
These people see the value in our work and are willing to invest in our services.
By sharing relevant success stories, engaging purposefully, creating targeted content, and staying true to our niche, we attract clients who are better suited for our business and more likely to lead a fulfilling and successful life.
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Conclusion
Building the right audience online is crucial for architects looking to grow their business.
A massive audience is pointless for 99% of the people.
If you’re a business-minded architect, you just want:
- More clients
- Better clients
- More money
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So, change your focus.
Exclusively reach customers who really value your skills.
Share real stories, talk clearly, be consistent, and solve real problems.
This way, you will build real connections and show off our work.
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Let’s keep learning and getting better.
The right people are out there.
With patience and being true to yourselves, you’ll find them.
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I hope to see you win.
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