Peter Eerlings is creator of Archisnapper, an intelligent site-management app that helps architects create field reports with incredible efficiency — read more here. He also hosts a series of informative articles about technology and business for architects on the Archisnapper Blog, a selection of which we are glad to present on Architizer.
More often than not, when clients choose an architect, it’s not solely on the basis of technical skills and achievements but also as a result of recommendations from friends and reputation by word of mouth.
Hiring an architect is a significant investment, whether it is for a large enterprise project or for a small residential project. When so much is at stake, people look for real-world references to decrease the risk involved and hopefully ensure that they’re investing their money wisely.
Accruing good references and getting your name known by as many people as possible are the most effective ways to bring in more business. Word of mouth is powerful, and simply having a good reputation can often bring you more success than innovative designs and industry accolades.
So how do you start getting your name out there?
To stand out, think first about what you can offer your new contacts, rather than what they can do for you; image via BxB Media.
Build Your Network
The more people you know (or rather who know of you), the better your chances of getting new projects. Building a reputation starts with a base of being known by many people, so make sure you cast your net far and wide.
“Networking is not just about going to conferences and receptions and handing out as many business cards you can.”
Networking is not just about going to conferences and receptions and handing out as many business cards you can. Rather it’s about building real relationships and connections with people so that they genuinely want to help you get ahead.
Real networking is about staying in touch with the people you meet whether it is through work, family, friends, college or any other means. There are so many ways you can stay in touch these days: Email, Facebook, LinkedIn, Twitter and other social networks have made it easy to find people you know, even if you last saw them 10 years ago. It’s then easy to stay on their radar without any real effort or fuss.
Networking by association can also get you amazingly far. You’d be surprised how many references you get from friends of friends and people contacting you because you’re a contact of someone they know on a social network. LinkedIn is a wonderful tool for these kinds of connections and a low-barrier way of getting acquainted with influential people in the industry.
The more people you know, the more your business will grow, so be social wherever you can — both in and out of work. New jobs can come from surprising places, so never miss the opportunity to mention your work.
Over-Deliver
If you can go above and beyond your client’s expectations, they’ll not only be more likely to refer you to others, they’ll also be keen to return the favor by repaying you in some way. You never know what value people may provide you in the future, so always aim to provide the most value to the best of your abilities.
Try to over-deliver in every aspect of your work. This may include communication, reporting and other things as well as actual architectural work. Giving away a little extra for free will help the client to remember you and will put you one step ahead of your peers.
Over-delivering doesn’t have to mean working flat out without being paid for it. Even simple gestures, like regular emails to keep the client informed of progress or delivering a report ahead of schedule, can make a big difference.
Be Genuine
Your relationships with the people you work with shouldn’t be superficial — don’t use people for professional gain only. If you really take an interest in your clients and build genuine friendships, it will only serve to give them a better experience.
“ … Don’t use people for professional gain only.”
Being nice or asking “How are you?” costs nothing and can make a huge difference when it comes to recommending you over another architect.
It’s also important to show an interest in other people. When you meet people, ask them questions rather than just telling them all about you. Take an interest in your clients — ask them about their kids and what they got up to at the weekend. These small efforts will really help people to bond with you on a deeper level.
Contributing to a humanitarian design project with the likes of Open Architecture Collaborative can help build your network and create a positive impact; image via Open Architecture Collaborative.
Give Back
As is true in so many aspects of life, the more you give away for free, the more you’ll get back in return. Rather than thinking about what other people can do for you, think about what you can do for them. Always help other people out when you can, and they will do the same for you. In fact you’ll probably find that you gain back a whole lot more.
Volunteering for an initiative like Open Architecture Collaborative is just one of the ways you can use your skills to help people. While you won’t be paid for these projects, you’ll get back so much in terms of expanding your skill-set, growing your network and the knowledge that you’ve really made a difference in people’s lives.
Do More Small Projects
“Doing more, smaller projects will get you noticed by more people and expand your network further.”
Small projects often aren’t as appealing to architects as large-scale projects, but they shouldn’t be overlooked. While big and challenging projects may be more satisfying professionally and may gain you more industry recognition, doing more, smaller projects will get you noticed by more people and will therefore expand your network further.
Smaller projects also have the advantage of attracting less competition so you’re more likely to get the job and start making new connections.
Blogging and Knowledge Sharing
Blogging is a great way to introduce your name to the industry and beyond and widen your reach. It can also help people to find you if they’re searching for an architect online. If you can get into the habit of publishing high-quality, useful information, other people will link to it, which acts like a kind of electronic recommendation.
Eventually you’ll build authority in both the online and offline world, and this will ultimately help you to get more work.
Blogging comes back to the “giving away something for free” model. Be helpful to others by giving away your knowledge for free and you’ll get so much more back in return.
Bjarke Ingels giving his TED Talk “3 Warp-Speed Architecture Tales” in 2009; image via Dezeen.
Public Speaking
“Networking is indeed about selling yourself, but you can leave the heavy sales techniques behind.”
Speaking at conferences and industry events can be another good way to get your name known. You don’t necessarily have to be an expert or a specialist to be a guest speaker, as long as you’re passionate about your subject and can come up with a unique angle that will capture people’s interest.
Public speaking is a skill that doesn’t come naturally to everyone, and it can send some people into paroxysms of fear, but practice makes it infinitely easier, and the benefits make it well-worthwhile to master.
Make sure your final slide contains your email address and invite people to contact you with any further questions or to discuss your topic further. This can be a great way to start building up additional contacts and get your name out there.
Conclusion
Successful networking is a combination of many different factors, and it’s something that you should build into your everyday work and life, rather than be something you devote a few days each month to.
Networking is indeed about selling yourself, but you can leave the heavy sales techniques behind. Focus on growing relationships with people, delivering value and always providing a great service. The rest will take care of itself.
Enjoy this article? Check out more of our Young Architect Guides:
The 7 Secrets to Happy Interning
7 Tips for Getting Hired After Graduation
Building Great Architecture Models
5 Lies Told About the Profession You Must Ignore
How to Convince Your Audience With a Powerful Project Narrative
How to Write About Architecture
5 Specifying Tips for First-Time Architects
Top image via Team Huber. This article first appeared on ArchiSnapper.
