Marketing for architects: 7 ways to elevate your small firm

Discover 7 tips from architecture experts to bring in new prospective clients through marketing.

Woman and man looking at architectural drawing on a tablet marketing in architecture

Taz Khatri

April 21, 2022

min read
  • Marketing for architecture firms doesn’t have to break the bank.

  • Spread the word about your business through social media posts and a regular newsletter, and stay up to date with new technologies.

  • To promote your firm offline, engage with current clients and get involved in your community.

The overwhelming majority of architecture firms in the United States are small businesses, with 60% of firms having fewer than five employees.

Most small architecture firms don’t have huge budgets or a large enough staff to dedicate to marketing, so they have to be smart and strategic in how they spread the word and bring in new work. But it’s doable—and sometimes even free. Here are seven ways to make marketing for architects successful on a small-business budget.

1. Don’t underestimate social media for architect marketing

Floor plan for a luxury home in Naples, FL, used for architect marketing
Lionel Scharly’s third-floor Revit plan for a luxury home in Naples, FL. Image courtesy of Scharly Design Studio.

Social media is a strategy that most architects have been slow in adopting, even though it can net real clients. “Social media isn’t a fad,” said architect Jody Brown in his conversation with the AIA. “It is the place where the public is talking about their lives. Architects should be interested in joining that conversation.”

Lionel Scharly of Scharly Designer Studio has had great success with architecture marketing through Houzz. “I was contacted by a developer directly through the website who asked me to be a part of a $2 million contract for a luxury home in Florida,” he says. “I’ve been on Houzz since it started, and it’s starting to get really interesting.”

Mark R. LePage of EntreArchitect and Fivecat Studio Architecture also recommends that residential architects develop and optimize free profiles with Houzz. In addition, he suggests using Facebook—but not just a page for your business. Start a Facebook Group because it “allows firms to be more creative, and it sends notifications to people’s personal profiles, alerting them to new content you post,” he says.

2. Build trust in your brand

Mark R. LePage’s Katonah Lake Shore home, part of his architectural marketing portfolio
Mark R. LePage’s Katonah Lake Shore project. Image courtesy of Fivecat Studio Architecture.

If there’s one thing you should invest your limited architect-marketing budget in, make it your website, which is a major component of your brand. But make sure to design it with your clients in mind. “Most architects’ websites are designed for other architects, but they don’t always tell their story to clients,” LePage says. “Clients come with their own built-in story about architects, and it is your job to replace that story with your own.”

Everything you do becomes part of your brand—not only your website, social media presence, and elevator pitch but also the clothes you wear, the car you drive, and the way you present your office.

3. Build your networking skills

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. That means getting good at telling people what you do.

M&R Marketing Group says the key is to be real and authentic when talking about your company and services or products: “As you seek to identify and tell your story, above all, be relational. Relationships are the vehicle for all of life’s endeavors, including your business interactions. We believe you should crave and cultivate them.”

4. Use newsletters to keep potential clients in the loop

Artisan kitchen used as focal point of marketing for Briarcliff Hilltop architecture
Artisan Kitchen at a Briarcliff Hilltop. Image courtesy of Fivecat Studio Architecture.

One of the most effective low-cost online architect-marketing tools is sending a regular email newsletter to your client base and interested prospects. A newsletter keeps you top of mind when someone in your circle may need an architect, and it increases the chances that a prospect will contact you instead of someone else.

“Find ways to get the emails of potential clients, either through in-person interactions or through an email signup form on your website,” LePage says. “And on a regular basis, reach out to them, providing information that is of value to them and, at the same time, telling them who you are and what you do.”

5. Stay at the forefront of technology in architectural marketing

Many small-business architects have been slow to adopt new technology, so learning 3D-visualization and -modeling tools can give your firm an edge over others. “With Autodesk Revit, we can make great renderings and even produce animations, making for very impressive and innovative presentations to clients,” Scharly says.

Using 3D-visualization tools isn’t just great for getting the job; it helps manage your client’s expectations along the way. “Being able to convey what you’re working on almost instantly is the biggest advantage of the BIM process,” says Geoffrey Tears of Microdesk. “No longer do we have to wait for the space plan to be completely done for multiple floors to know what this building is going to cost or look like.”

6. Become involved in the community

Online marketing strategies aren’t the only low-cost ways to market your small firm. An offline, in-person strategy is to get involved in community groups. “Pick a group that is in alignment with your target market,” LePage says. “It can either be your target market, or it can connect you with people in your target market.” For example, LePage and his Fivecat Studio partner (and wife) Annmarie McCarthy joined the SPCA in Westchester County, NY, which has been a great vehicle to meet potential veterinary-clinic clients or just animal lovers who want to remodel or build new homes.

7. Keep current clients happy

The best way to get new clients is to keep your existing clients happy, because word of mouth remains the most powerful marketing tool for architects. And the best way to keep your existing clients happy is to manage their expectations and deliver on what you promise. “When your clients are happy with you, they like to talk about you,” LePage says. Doing a good job with your existing projects is the best way to market yourself because the most credible and effective recommendation you can get is through a satisfied client. In other words, even when you’re designing, you’re marketing. So make it count.

This article has been updated. It originally published in December 2015.

Taz Khatri

About Taz Khatri

Taz Khatri is a licensed architect and she has her own firm, Taz Khatri Studios. The firm specializes in small multifamily, historic preservation, and small commercial work. Taz is passionate about equity, urban design, and sustainability. She lives and works in Phoenix, AZ.

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