Professional Advertising Techniques for Architects

If you are an architect, your primary focus is surely on the craft itself. But, like everyone else in the professional world, you need to get clients. This means learning how to advertise. It might seem like something that is out of your realm, but this doesn’t have to be the case. Actually, there are advertising techniques common to all professions that you can hone to suit yourself just perfectly.

Not all of these techniques will be for everyone, but we will lay them out in the sections below nonetheless. Everything from websites to social media to push ads that appear on viewers’ pages can be useful. And it pays to know what the competition is doing, too.

Use social media

No, social media is not just for teenagers and models. Actually it is an excellent way to showcase designs. Here are some examples of how you can use social media to your advantage as an architect:

• Instagram. Instagram is made for visual images, so why not use it to your advantage? You can showcase your designs in many different ways, and even include videos in the form of home tours and other things that you want to highlight the broader space of. Just keep in mind that many people view Instagram on their phones, so small details might be hard to see.
• YouTube. Start your own channel and provide potential clients with video glimpses into your work. On it, you can include everything from home tours to minute aspects of your work to illustrate your own personal style. If you link your channel to your website or other social media, it will be even more effective. 
• Facebook. Open a Facebook page that will engender discussion among clients and architecture buffs. Allowing for free discussion of styles is a great way to engender interest in your work and show people that you are engaged with the public.

And yes, including hashtags and other cross-media references are also things that architects do. Do some research on keywords to learn what the most popular ones are.

Portfolio websites

Despite the rise of other forms of communication, websites are still essential for professionals. And architects are no exception. Your website is your “oyster,” so to speak, and it is where you can showcase your work and your personal style in whatever way you see fit. People in general say that they prefer aesthetically pleasing websites 59% more than basic ones.

Another advantage of having a website is that you can use it to organize your work. Each page on the site can include a different style, building type, or functional usage. However you organize your portfolio, you can repeat the same structure on your site. 

And, of course, you can create links to your other media, which will help potential clients cross-reference your work.

Email marketing

Architects can also take advantage of email marketing. People still read their email every day; this is a fact. So you can carefully craft emails that will reach your target audience in different ways, depending on your particular goals.

Some ideas for emails include:

• Highlights of new projects that you want to share
• Collaborative work with other agencies
• New openings of major buildings to the public
• Notifications of awards or other milestones

You should, of course, be careful when you add people to an email list. Most people receive far more emails than they want on a daily basis and end up deleting a lot of them automatically because they don’t have time for them. Be sure you give people an opt-out option so that they can unsubscribe if they want.

Content marketing

Architects want to describe their work to people just as other professionals do. After all, your work is not just a final product, but a process that is unique to you and which deserves credit. Some ways that you can share content include:

• Starting a blog. Architecture buffs love to read insights on design, trends happening within the architecture world, and other things related to the trade. It highlights your expertise, and helps illustrate your personal style.
• Write about case studies. You can include this on your website, in emails, or elsewhere. Write case studies about successful projects you have completed, and discuss the challenges and unique aspects of them.
• Include video content. Again, your YouTube channel can be connected to anything else – your website, your Instagram, even your email signature. Take advantage of it as much as you can.

Think of it as an art

If you are reluctant to advertise or consider it a burdensome part of your job, think of advertising as an art in and of itself. There are many ways that you can be creative and let your personal vision shine through in your advertising. And when potential clients sense your passion for your work, they will surely give you the attention you deserve.