this is an image of an architect suggesting that an architecture copywriter is not enough to execute on a whole marketing strategy

Architecture Copywriter Or Agency? Which Is Best For YOU?

by AdvertisingArchitecture MarketingBusinessContent MarketingMarketingMindsetSalesSEOSocial Media Marketing

To Hire An Architecture Copywriter or An Architecture Marketing Agency?

If all the details are considered, every piece fits, resulting in no lost costs and, very likely, landmark achievements.

But we’re not talking about a building.

We’re talking about your business.

Every business in the creative services world fights a fiercely competitive battle: Architects, designers, painters, writers, marketing agencies, and so many others.

To survive, marketing can make the difference between a thriving practice and one that struggles to attract clients.

If you’re an AEC founder looking to get the competitive edge, you’ll eventually face a crucial decision: Should you hire an architecture copywriter or partner with a full-service architecture marketing agency?

Both options have their merits, but understanding the distinctions between them is key to making the right choice for your firm’s growth and success.

In this comprehensive guide, we’ll explore the roles, benefits, and capabilities of each. We’ll show you how to choose, which to choose, when, and how to make the most of either choice.

If you need marketing help, this article has you covered. By the end, you’ll know exactly who to work with, depending on your goals and budget.

Can A Roofer Build My Dream House?

If I were to hire a roofer, I’d get my dream house, right?

Don’t get me wrong, I love my roofer. My roofer client is here to help me during hurricane season and beyond – but when it comes to building a dream house – a great roofer is just one piece of the puzzle (and I know for sure he would scoff at doing electrical, plumbing, and paint – no matter how nice I asked).

To build my dream house, I would need to start with an architect who can see and execute the whole in a way that is beautiful, meaningful, complete, and lasting.

Such is the decision to work with an architecture copywriter or an architecture marketing agency.

One is just a piece.

The other is the entire puzzle.

No matter which way you cut it, a copywriter will be working on your campaigns so in our mind the real question becomes: should you work with the copywriter directly (assuming the same one is always available), or would you prefer an agency approach that mirrors your process almost exactly?

Let’s figure it out.

Square One: What Does An Architecture Copywriter Do?

this is an image of an ink and pen suggesting the tools of an architecture copywriter

An architecture copywriter specializes in crafting compelling written content for architectural firms. Many of them might even be retired specialists from across the AEC industry.

Typical services offered by an architecture copywriter include:

  • Website copy: Crafting engaging and informative text for your firm’s online presence.
  • Case studies: Detailing your successful projects to showcase your capabilities.
  • Blog posts: Creating regular content to boost your online visibility and demonstrate thought leadership.
  • White papers: The king of content. 15+ pages of research-heavy product or service analysis and description.
  • Misc. marketing materials: Brochures, speeches, trade show materials, and other promotional content.

An experienced architecture copywriter can bring your projects and design philosophy to life through words, helping to attract and engage potential clients. They understand the importance of balancing technical accuracy with compelling storytelling, ensuring that your firm’s unique value proposition shines through in every piece of content.

However, it’s important to remember that while a copywriter provides a crucial piece of the marketing puzzle, they are just that – a single piece. Like a skilled roofer in constructing a dream home, a copywriter plays a vital role but doesn’t provide the comprehensive vision, execution, and safety that a full-service agency can offer.

The Risks of Working Solely with an Architecture Copywriter

While the right architecture copywriter can undoubtedly produce high-quality content, there are some inherent risks you need to consider:

  • Born Yesterday: The Pandemic convinced a lot of people to work from home. If nothing else, this is your greatest liability. Copywriting as a profession was strip-mined after the pandemic, and there are now legions of “certified” copywriters who do not have the experience or acumen to deliver the results-focused material you need.
  • Lack of broader marketing strategy: Copywriters focus primarily on creating written content. They may not have the expertise or knowledge to develop a comprehensive advertising plan incorporating various channels and tactics.
  • Lost costs: You’re paying for space that doesn’t get used. The typical architecture or construction copywriter might not be able to leverage an overarching strategy. Individual pieces of content may not work together cohesively to support your firm’s goals.
  • Limited scope: Copywriters typically don’t handle other crucial aspects of digital marketing, such as web design, web development, HTML, CSS, Javascript, technical SEO, social media management, platform creation/implementation, or paid advertising (to name a few). When you play in the digital marketing sandbox, these skills are a must.
  • Potential for “order-taking”: If you’re paying, plenty of “writers” will do whatever you want. They will also cut corners by pumping out content with AI, then hand it off to you expecting you to take it from there.
  • Availability issues: Imagine this. A deadline is approaching. It comes. It goes. And crickets from your writer. Weeks or months later, you discover they prioritized a project that paid them more than you did. Think that won’t happen? More reliable architecture copywriters won’t do that to you, but what if you need them and their calendar is slammed?
  • Inconsistent voice: Working with a bench of freelancers will create inconsistent messaging over time, and your brand will suffer.

All that said, precision and consistency aren’t the only challenges you might face.

Relying solely on an architecture copywriter forces the time-strapped firm owner to become the content manager, creative director, web developer, upload team member, and QC specialist.

Exactly what you want to do with all your free time, right?

Could An Agency Have The Advantage?

When you pay for something, you need to get it. Are words enough, or are words that drive tangible business outcomes preferred?

a close up of artist paint on a canvas suggesting the collective approach of an architecture marketing agency working together

An agency, like an AEC firm, is made up of many experts who work as a collective.

This cross-disciplinary expertise drives an agency’s momentum and effectiveness across all types of campaigns. The energy is dynamic and exciting, and you benefit.

A full-service architecture marketing agency offers a comprehensive approach that ultimately drives tangible business results (e.g. more clients booked vs. a fully designed case study). Think of an agency as your marketing master architect. They oversee all aspects of your marketing efforts, ensuring every element works together to achieve something greater – as step beyond mere deliverables.

Here’s how an architecture marketing agency, with its integrated team (including copywriters), provides a complete solution:

  • Strategic Planning: Agencies develop comprehensive marketing strategies aligned with your business objectives, much like a master architect creates an overarching vision for a landmark project.
  • Integrated Services: From copywriting and design to SEO and social media management, agencies offer a full range of services that work in harmony, just as you ensure various design elements and trades come together.
  • Project Management: As a project manager handles day-to-day operations on a complex building site, agencies coordinate all marketing collateral and activities, freeing up your time to focus on your architectural work.
  • Consistent Branding: By overseeing all marketing elements, agencies ensure your brand message remains consistent across all channels, maintaining the integrity of your firm’s identity.
  • Performance Tracking: Agencies use analytics tools to measure the effectiveness of their marketing efforts, allowing for data-driven improvements, much like how BIM gives you unparalleled visibility and control when making design decisions.
  • Scalability: As your firm grows, an agency can quickly adapt and expand its services to meet your changing needs, providing flexibility similar to a modular building design.
  • Reliable Copywriting Resources: Agencies typically have a team of copywriters trained to execute at a certain standard, ensuring a consistent voice across all your marketing materials.
  • Reporting: You’ll never guess what’s happening, why it’s happening, or what the outcomes are. Sharing web analytics and other data ensures you’re getting what you’re paying for.

How to Choose the Right Architecture Copywriter or Architecture Marketing Firm

an image of two doors suggesting the choice between an architecture copyriter or an agency

Whether you decide to work with an architecture copywriter or a full-service architecture marketing agency, choosing a partner who understands the industry and can effectively communicate your firm’s unique value proposition is crucial. Collaborate with a creative partner within the AEC industry. 

Going with a generalist on either count will be a great way to increase your Advil consumption.

Here are some tips for starting the conversation with either and making the right choice:

  • Look for industry experience: Choose a copywriter or agency with a proven track record in the architecture and design space. They should understand the nuances of architectural marketing and be familiar with its history and trends.
  • Ask about their process: A good architecture copywriter or marketing agency should have a structured approach to understanding your firm’s needs, goals, and unique selling points.
  • Inquire about strategy: Even if you’re only looking for copywriting services, ask how they align content with overall marketing objectives.
  • Consider their full range of services: If you’re leaning towards an architecture marketing agency, ensure they offer the complete range of services you might need as your firm grows. It’s okay to start small if you are small. But you won’t be forever. Make sure you’ve got room to grow.
  • Social proof: Are there testimonials or case studies that you can evaluate? A mix of public and anonymous social proof should be expected. Firms often sign NDAs when clients want to appear as if their marketing is done in-house. A-list firms also want their privacy protected at all costs.
  • Evaluate their communication style: Choose a partner who communicates clearly and regularly, as this will be crucial for a successful long-term relationship.
  • Discuss measurement and reporting: Understand how they track the success of their efforts and how they’ll report results to you.

When selecting a marketing partner, think of it as you would choosing collaborators for a complex architectural project. Each contributor should bring valuable expertise to the table and work well within the larger team.

Here’s a punch list of needs to consider that will help you decide who to collaborate with.

Criteria For Hiring an Architecture Copywriter vs. an Architecture Marketing Agency

As mentioned, an agency offers many advantages, but there are a few situations where working with an architecture copywriter might be beneficial.

When to choose an architecture copywriter:

  • You have a clear marketing strategy and only need help with content creation
  • You have little to no budget and need to prioritize specific content projects
  • You have in-house marketing expertise and only require writing support
  • You need assistance with a one-time project, such as trade-show brochures, signage, or case studies

When to opt for an architecture marketing agency:

  • You can’t sleep because your competitors are taking your projects. You need someone who understands the business of architecture in such a way that they can help identify competitor weaknesses – giving you the advantage.
  • You lack a cohesive marketing strategy and need help developing one for your target audience.
  • You want to improve your firm’s overall online presence and visibility
  • You need support across multiple marketing channels (website, social media, SEO, etc.)
  • You’re looking to significantly grow your firm and attract larger or more prestigious projects.
  • You want to establish thought leadership in your niche or region with a view to booking speaking engagements and awards.
  • You’re committed to long-term success and need a partner who can be there lock and step.

Remember, while a copywriter can provide a valuable piece of the puzzle, an agency offers the complete picture. Consider your firm’s specific needs and long-term goals when making this decision.

Ultimately, that should be your driver. Do you need just a piece? Or the whole?

How to Maximize Impact Working With an Architecture Copywriter or Architecture Marketing Agency

Regardless of whether you choose an architecture copywriter or a full-service architecture marketing agency, there are steps you can take to ensure you get the most value from your investment:

  • Clearly define your goals: Be specific about what you want to achieve through your marketing efforts, whether it’s attracting a specific type of client, promoting a project, entering a new market, or increasing your firm’s visibility.
  • Provide comprehensive information: Share detailed information about your firm, your projects, and your design philosophy. The more your partner in creativity understands your practice, the better they can represent you.
  • Be open to suggestions: When working with a copywriter or an agency, be receptive to their ideas and marketing collateral recommendations. Remember, they are the pros in their space. They likely (and should) have some great ideas to contribute.
  • Maintain regular communication: Schedule regular check-ins to discuss progress, address any issues, and align on upcoming priorities. 30-day reporting cycles should be mandatory. Quarterly campaign reviews should be expected. Rolling ideas and needs should be addressed within the same or the next business day, depending on when you’ve reached out.
  • Integrate marketing efforts with your business development: Ensure that your marketing activities support and enhance your overall business development strategy.
  • Measure and adjust: Regularly review the performance of your marketing efforts and be prepared to make adjustments based on the results.

By following these steps, you can ensure that your marketing efforts, whether handled by a copywriter or an agency, align with your firm’s vision and contribute to its growth and success.

How Much Does An Architecture Copywriter or Architecture Marketing Agency Cost?

Great question. Like your firm, fees will depend on size, capabilities, experience, specialty, and many other factors.

However:

A good rule of thumb is to define a budget with your annual revenue as the anchor. Typically, 3% – 10% of your annual revenue should define your spend for the year.

Let’s break that down. 

If you’re a firm with gross annual revenue of $1M and allocate 3% for your marketing budget, you’re spending $2500/month. Even with this entry-point spend, the talented agency should be able to put together a crystal clear action plan of what to do month over month and how you will grow as a result.

Take that same firm with an ARR of $1M,  investing 10% for their annual marketing spend ($100K – or appx. $8300/mo).

That’s a fairly aggressive budget for a firm looking to grow and should include a very healthy campaign across multiple channels including exhaustive deliverables (from engineering to FF&E). These would also include end-to-end service on deliverables from ideation to creation and implementation. Even if you booked just two new clients (which should be effortless at that budget), you’re way in into the green from an ROI perspective.

With an agency like ours at that budget level, Lighthouse Digital creates a rich marketing experience focused on annihilating your competition while making you the leader in your space. To see what we would put together for you at your perfect budget level, book your complimentary success strategy call.

Something else to consider: You can always scale up if you’re looking to achieve more or scale back once that “happy place” has been found and you’re in more of a maintenance mode.

Ultimately, the ends justify the means. If you’re looking for linear and fluid growth, then the choice is clear.

Choosing the Right Architecture Copywriter or Architecture Marketing Firm

this is an image of a puzzle being completed with multiple pieces coming together

Remember why you got into AEC in the first place.

Building stuff is awesome.

There is joy in the journey, and you should only collaborate with those who can support you in that regard.

Remember, partnering with an architecture copywriter or an architecture marketing agency is an investment in your future that will significantly impact how you are seen, where you are seen, and who picks up the phone to call you.

Be sensitive to energy, beliefs, and how they’ll mesh with your firm’s culture.

It’s not just about getting great copy or a one-and-done project and crossing your fingers. Real marketing is about ensuring that copy works in concert with all other aspects of your business development to build a strong, distinctive presence for your firm in today’s hyper-competitive and volatile market.

If you choose an agency, you’re not just hiring a copywriter; you’re investing in a team of marketing experts dedicated to crafting a marketing masterpiece that drives your notoriety, client intake, and legacy into the future.

If you’d like to see how we can drive success for you as we have with so many others, contact us whenever you’re ready.

this is an image showing some architects at a whiteboard trying to determine how to do marketing the right way

The Ultimate Guide To AEC Marketing Tips

by AdvertisingArchitecture MarketingArtificial IntelligenceBusinessContent MarketingMarketingMindsetSalesSEOSocial Media Marketing

Essential AEC Marketing Tips: How To Design & Build A Killer Marketing Strategy

As the owner of an Architecture, Engineering, or Construction (AEC) firm, you’re an expert in your field. But when it comes to marketing, you might feel lost in a sea of misinformation and overwhelm. 

If you can hang with us for a few, we’re about to put the smackdown on some (un)conventional wisdom that should help you build a system to help your ideal clients find you.

This article will give you a great overview of what marketing truly is while breaking down some essential AEC marketing tips in plain English.

By the end, you’ll better understand why marketing matters and how it can grow your business.

Now let’s call out the elephant in the room:

Why Should AEC Firms Care About Marketing In the First Place?

You might think that great work speaks for itself.

You might also think that one job will lead to the next.

And if you are used to both those ideas, you probably think long, dry stretches are normal.

Yikes.

You know who also thought that?

Our moms and dads when they were in the throes of their careers – and man, how times have changed.

Darwin said, “It’s not the strongest that survive, nor the most intelligent, but the most responsive to change.”

Raise your hand if you’re still doing business like it’s 1997… don’t worry… I can’t see you.

Being in business for [X-amount] of years doesn’t mean that you should rely on the way things have always been done – because time and customers have changed. Sure, your work will ultimately carry you when it’s the moment of truth, but sadly, in today’s competitive market, it’s not enough.

We have tools that our parents only dreamed of. You can have your website (and other assets) hunting for your customers right now.

Is it?

Here’s why digital marketing matters:

1. It helps potential clients find you

2. It showcases your expertise in a way that makes your customers feel safe

3. It keeps your firm top-of-mind for future projects (ever hear of re-targeting?)

4. It can lead to more profitable, exciting work

As we’ve said in many other venues, marketing isn’t a luxury or “something nice to have.”

It’s not something you stop and start or do sporadically.

Marketing is THE component of your business that will make the difference between struggle and success.

AEC Marketing Tips & Foundations

this is an image with a red banner over some robots that says "just say no" indicating that AI for marketing is bad

Let’s get serious for a second. Plugins and automation will not do marketing for you. 

Ask anyone who has ever achieved anything great. Was it the result of a “hack” or was it repetition and growth and labor over time? 

Hacks are temporary, if anything. And will be obsolete tomorrow.

So how do you create an AEC marketing system that lasts? For starters, roll up your sleeves and pour a foundation that includes real work: the thankless, data-driven engineering and decisions before anything else gets built.

And, for the win: a person who knows what they’re doing better be in charge of that.

But let’s say you were committed to a DIY crash course in digital marketing.

Here’s what you need to consider:

AEC Marketing Tip 1: Know Your Numbers

“If you can’t measure it, you can’t improve it.” – Lord Kelvin.

Imagine trying to build a structure without measurements. Sounds crazy, right? The same goes for marketing. You need to know your numbers to see if your efforts are working.

Key things to measure:

– Total Impressions (how many times you appear in a query on Google)

– Website Visitors (usually called “traffic” and a function of total impressions – in other words, you don’t get knocks on the door unless people can find the house)

– New leads (traffic that turns into potential clients contacting you, downloading your guides, etc)

– Proposal win rate

– Client satisfaction scores

Tools that can help you get started include Google Analytics, Google Search Console, and a basic prospect conversion tracking sheet if you’d rather not use a full-blown sales CRM.

AEC Marketing Tip 2: Tell Your Firm’s Story

Let’s face it. There are as many AEC firms as there are digital marketing agencies.

In both cases, the lion’s share are meh.

Some are ok.

A few are pretty good.

And fewer still are world-class.

Which one are you?

Now get this: the type of firm you are will attract the type of customer you deserve.

If you are a world-class provider attracting “meh” customers, there is a massive disconnect between who you are and how you are perceived.

There is a reason why a world-class buyer will go home in a Ferrari instead of a Toyota Tercel.

It’s awesome to be the best of the best, and it’s no big deal to charge accordingly for being the best.

But you damn well better be the best – and make that abundantly clear to your ideal client.

What if you’re not a Ferrari? Don’t sweat it. Just know where you fit in the market. Toyota (by annual revenue) is doing just fine and is perfectly happy telling Toyota stories to their legions of loyal, global Toyota fans who wouldn’t get caught driving anything else!

Tell your brand’s story. Take the time to figure it out. Focus on differentiation, performance, heritage, and value (pro tip: value doesn’t mean a low sticker price).

this is an image of the Ferrari emblem on the fender of a blood-red Ferrari

Sharing these stories helps potential clients get behind the wheel of your firm.

Ways to share your story:

– Case studies on your website that focus on performance

– Before-and-after project photos on social media which show differentiated service and innovation

– Short videos explaining your vision and process so that you can connect on a profound and personal level

– Your Website. Is it just an atrium? Or is it a space with fluid and intentional movement from one room to the next? (We call that “UX” or “User Experience” in marketer-speak)

Take the time to figure out who you are as a brand and what your story is.

You’ll be glad you did because if you think about it, we all buy from the brands we love because of the story behind them.

AEC Marketing Tip 3: Make Your Website Work Harder

SEOs often joke that if you’re going to bury the bodies, Page 2 of Google is the place to do it.

this is an image of someones business buried in a grave where no one will find them on page two of Google

Your website is your business’s single most important digital marketing asset, and if it isn’t discoverable by new prospects, you are missing out on more business than you realize.

More than 80% of the US is shopping online (that’s 220M peeps for those who don’t have a calculator handy).

Warning: Thinking you appear on Page 1 of Google for your name is a mistake. That doesn’t count.

Unless you are Apple, Nike, or maybe even AutoCAD, new customers do not know who you are and typically won’t search for you by name (please reread that until it sinks in).

They might, however, go to Google and search for “best running shoes,” “advanced smartphones,” or “software for architects.”

See the difference?

Uncle Elias’ Rules For Website Success:

  1. Be discoverable for relevant relational terms – not just your name
  2. Make a great 1st impression – you need images and a great story
  3. Make sure your potential clients can either find the information they need or just contact you directly

Need a checklist? Here’s some favorite website must-haves:

– SEO optimization

– Clear description of your services

– A feel for your differentiation and brand story

– Easy-to-find contact information

– Portfolio of your best work

– Testimonials from happy clients

“A website without visitors is like a ship lost on the horizon.” – Dr. Christopher Dayagdag.

AEC Marketing Tip 4: Use Social Media Wisely

“Architecture is a social act.” – David Adjaye.

Totally agree. But nobody likes that person in any social setting that just yammers on without any purpose.

Social media isn’t just for cat videos. Or venting your dirty laundry. Well… not if you want to be profitable, anyway.

Social media is a powerful tool for AEC firms to showcase their work and expertise while engaging with their audience professionally.

But here’s the thing: don’t take a maximalist approach to posting. Think minimalist.

Contrary to what social media “experts” might say, don’t post for the sake of posting – adding more white noise to an already washed-out landscape.

Excessive posting is spam, making potential customers deaf to your messaging.

Post. But post wisely.

Tips For Posting Helpful Non-Spammy Social Content:

– Share project progress photos

– Post about industry trends or mistakes that need to be avoided

– Highlight your team members

– Engage with other professionals in your field

– Be personal and funny

Our favorite social media channel? YouTube!

If you didn’t know, YouTube is owned by Google and is infinitely more stable than any of those other channels.

If you’re going to build, build on solid ground.

AEC Marketing Tip 5: Stay in Touch with Past Clients

I love this one from entrepreneur Shiv Singh: “The purpose of a business is to create a customer who creates customers.”

In today’s competitive landscape, you know how hard it is to find your people. Don’t kick ’em to the curb once the project is finished.

They already know you, like you (hopefully), and trust you…. Not to mention the fact that they paid you.

When the time is right, they’ll pay you again, provided they consider you part of their inner circle.

Here are some ways to stay connected:

– Birthday/Holiday Cards

– Invitations to semi-annual or annual mixers

– Project updates

– A personal, handwritten card for no reason other than to say hi

– SWAG!!! People love swag. Make it awesome. Expensive. And useful.

The key theme there? It’s thoughtful and meaningful. Remember to be human. Think beyond the transaction. Always.

Also, before I forget, referrals are a long-term goal. You’ve got way bigger fish to fry if you’re looking to get business through the door ASAP.

AEC Marketing Tip 6: Track Where Your Leads Come From

If your efforts are sporadic or without tracking and reporting, you are totally flying blind and lighting any marketing dollars you might be spending on fire.

this image shows a chalkboard diagram of leads becoming prospects which become customers

I was a sales manager for an F500 company many moons ago, and it helped open my eyes to how many salespeople on the team were mishandling leads.

As crazy as this sounds, contact info wasn’t always collected, needs analysis questions weren’t asked, follow-ups weren’t scheduled, and proposals weren’t sent.

HOLY SMOKES!!!!

The manager I trained under, Matty C, taught me quite a lot. One of his best lessons? Fear.

There’s nothing quite like knowing you’ll get hit with a bat if you don’t focus on your daily sales activities.

If you are the founder, you are your firm’s best salesperson, and while you might not get hit with Matty C’s bat, you might not be able to make payroll if you’re not closing and tracking deals.

If you don’t have a process for handling, tracking, and managing your leads, your business will fail.

In this digital world where such a high volume of inquiries can come from the web, you’ve got to stay on your game, or guess what? Your perfect-fit customers will go to the next firm on their list.

Some Helpful Points Of Entry To Track:

– How new clients heard about you (ask)

– Which pages on your website get the most visits (Google Analytics)

– Which social media posts get the most engagement (Depending on the channel, use their native analytics dashboard)

Knowing where your leads come from will help you optimize your marketing efforts and as for lead management and sales, I’ll get into that in another article.

Putting These AEC Marketing Tips To Work

New Yorker and advertising giant David Ogilvy once said: “In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create.”

Did you catch that?

This no B.S. New Yorker also said that advertising is sales in print.

Everything you do to promote your firm should be sales-focused. Sure, you might be thinking, “This all sounds great, but I’m not a marketer or a salesperson, and I’m too busy running my firm to worry about all this.”

You’re not alone if you feel that way. But still, marketing for architects, engineers, and contractors can’t be ignored if you want to see sustainable, confident growth, over time. You should do everything in your power to implement what you can.

Here’s a few things to look forward to once you put the sales hammer to the marketing nail:

1. Consistent Growth: Good marketing leads to a steady stream of new projects, helping your firm grow consistently.

2. Higher-Quality Projects: By showcasing your best work, you attract clients who value quality and are willing to pay for it.

3. Competitive Edge: Strong marketing helps you stand out from other AEC firms in a crowded market.

4. Building Trust: Marketing isn’t just about selling – not directly anyway. It’s about developing profound connections and trust with potential clients before they even meet you. Endearing people to your work and your process is a game changer.

The Challenge of DIY Marketing: It Never Really Happens

I’ve got to dig a bit for the source, but I’m fairly sure it was Warren Buffet who said: “Most business people use time to save money. But it’s the smart business person who use money to save time.”

The Home Depot has us all fired up to go there because that’s how doers get more done, right? And then you show up to their DIY project that they definitely should have avoided in the first place.

Many of the firms we end up working with have tried their hand at their own marketing efforts – usually with artistic control and cost-savings on their mind.

But like you’ve told your customer 2,897,426 times, it helps to have a professional take over (at some point).

Here’s where implementing these AEC marketing tips yourself usually falls apart:

1. Time: Marketing takes time – time you could spend on billable work, running your firm, or get this: taking your life partner to lunch…

2. Expertise: Marketing is a skill, just like architecture, engineering, or construction. It takes knowledge and experience to do it well and avoid all the landmines that only experience teaches you to disarm.

3. Technology: The marketing world is always changing, with new tools and platforms emerging constantly.

4. Measurement: Knowing what to measure and how to interpret the data isn’t always straightforward.

When to Consider Professional Help

this is an image of someone smashing their finger with a hammer

“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.” – Red Adair.

If you’re feeling overwhelmed by digital marketing, you might want to contact an agency that specializes in helping AEC firms.

Here are signs you might need professional help:

1. Your firm isn’t growing as fast as you’d like

2. You’re not attracting the types of projects you want

3. Your competitors seem to be everywhere, but your firm is invisible

4. You’re too busy with client work to focus on marketing

5. You’re not sure if your current marketing efforts are working

6. You tried marketing before. Went cheap. We’re promised the world. And the results were zero.

7. You frequently find yourself saying, “Screw this crap.”

A world-class architecture marketing agency can:

– Develop a marketing strategy tailored to your firm

– Implement and manage marketing campaigns

– Track results and adjust strategies as needed

– Keep you updated on marketing trends in the AEC industry

– Free up your time to focus on what you do best

– Help the work you love to find, find you first

Success is Something You Can Design

this is an image with an aspirational idea on it about taking action and suggesting that founders put these AEC marketing tips into action

“The best way to predict the future is to create it.”

Abraham Lincoln said that one and I love it. To me it reinforces the idea that success is a choice.

If you’re losing sleep over what’s coming next for your firm, there’s more that’s in you’re control than you might think.

Having more work isn’t marketing voodoo.

You don’t need to bend The Force to your will.

Every founder knows (myself included) that the limits on any business are those imposed by its leadership. In other words, if you want something you’ve never had, you need to do the things you’ve never done. And choose to do something different.

It’s like my fav YouTube fitness coach (Chris Heria) says, “If you train the same, you remain the same.”

The same is true for our businesses.

Given all the possible options out there: choose success.

So what needs to happen now?

Understanding these AEC marketing tips is the first step toward growing your firm. Whether you tackle marketing yourself or seek professional help, the important thing is to start.

Your expertise built your AEC firm. The right marketing approach can take it to the next level.​​​​​​​​​​​​​​​​