Every week get actionable ideas and resources to help you build a profitable architecture business

Build the WRONG audience

We learned in architecture school that our designs were very important.
But the most important aspect of an architecture business is who do you work for, not what you design.
This article is your guide to moving from being just design architect to growing your own profitable architecture business.
We’ll show you how to find the right clients – the ones who really value what you do and help your business grow.

You can’t grow a business with broke customers

Back when I was just starting out in architecture, I remember one of my first clients. I had carefully calculated the costs and told them the project would be 10.000€. They hesitated and then asked if I could do it for 5.000€. Eager to please and get the job, I agreed. What a mistake that was.
The project turned into a nightmare. The client, having stretched their budget, was overly involved and anxious about every detail. They questioned my decisions, constantly asked for changes, and the stress was palpable. It was a learning experience I wouldn’t forget.

The Definitive Master in Business for Architecture
90% of Your Audience Will Never Interact With You

I’d post my designs on social media, but nothing happened.
No likes. No comments. No customers.
It felt like I was all alone, shouting out into the space.
This silence, day after day, started making me feel really bad.
I got anxious and even a little depressed.
I felt lost and alone, like my work didn’t matter.

The Definitive Master in Business for Architecture
Not Standing Out Online

Lacking Unique Value: Without specific, unique value, you’re just background noise online.

The Definitive Master in Business for Architecture
Trust is the cornerstone of your architecture business

I’ll never forget the moment when I realized how trust could change my career as an architect.
Even though I put my heart into designing, things didn’t go well with the client.
We had trouble understanding each other, missed deadlines, and costs started to climb.
Despite my best design efforts, there was a gap in trust between us.

Customer’s Awareness Matrix explained for an architect

A potential client came to me seeking a solution for their commercial space.
As I passionately described my previous projects and tried to convey the impact I could make. Their eyes glazed over. But despite my genuine enthusiasm, I failed to resonate with their needs. What was I doing wrong?

Articles by Category

Upgrade your Global Architect Membership

Get full access to challenge & solutions, and unlock all the resources and tools, exclusively reserved for our paid members.

Gerardo Perez is one of the Mentors of the Global Architect MBA, the definitive Master in Business for Architecture

Let’s talk

Fill in this form and we will get back to you


Sign Up

By entering your email, you agree to be added to our email list in accordance with our privacy policy. You can unsubscribe at any time. No questions asked.