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Attention Small Architecture Firm Owner:
Discover How A 2-Day Workshop Will Teach You How To Attract Better Clients and Projects with Bigger Budgets
From the Desk of:
Enoch Bartlett Sears AIA
Founder and Publisher
Business of Architecture
March 16, 2016
Dear Frustrated and Overworked Architect,
Make no mistake, architects are fighting a 'silent' war.
This is a war fought not with bombs, but in the hearts and minds those who commission buildings.
Unfortunately, this war hits small firms hardest (who make up over 50% of all firms internationally).
- Why do many clients view architects as a commodity?
- Why are clients demanding more service for less fees?
- Why are clients happy to cut design up-front, but pay much more to fix problems and mistakes later?
This silent war is real, and it hit me in the face like a sledgehammer 8 years ago when I was talking with an architect colleague at a local AIA networking event.
This particular architect has been involved with many landmark projects and has 35 years of experience under his belt.
And yet when I talked with him he told me how he didn't have any projects and was struggling just to pay the bills.
He told me how he had built up his practice over the years to be highly respected in our local community.
He remembered a time when the phone would just ring with amazing opportunities to work on exciting projects.
Although he still has 15 years of working life ahead of him, his former clients have retired.
Instead of enjoying a life of skiing and visiting grandchildren, he's worried about how he'll pay for mounting medical expenses.
Instead of being able to retire to a comfortable location and enjoy the prime of his life, his investment portfolio is worth half of what he feels he needs.
Instead of continuing to work on projects that stimulate and challenge him, he was happy to pick up the most basic remodel.
Frankly, I pitied him - it was awkward.
How could someone who deserves so much respect feel so shattered and hopeless?
How could this man, with such deep, varied and valuable experience, be reduced to begging for projects?
I knew something had gone terribly wrong with the profession of architecture.
I pictured myself 20 years down the road in the same situation, and it made me catch my breath.
I knew I had to do something differently and I had a hunch it had to do with money.
I knew design and how to draw a building, but how to earn an incredible income and build an sustainable and fulfilling business seemed like such a mystery.
This started my 5-year deep-dive study of the business of architecture.
I started interviewing architects from around the world and started a podcast to share with other architects what I was finding.
As I talked to architect after architect, you know what I found?
Most architects struggle with the same problem: how to bring in challenging, profitable projects on a consistent basis.
This is the bottleneck that keeps their firms at a plateau, that keeps them running from meeting to meeting but never getting ahead.
Then, back in 2013, I got a shocking email from an architect in New Zealand.
She wrote:
"Dear Enoch - I am starting to implement marketing strategies for architects and as a result I am very busy! It really works once you get the hang of it..."
"Have just been nominated for local business awards here in NZ - so feeling good!"
Mona Quinn
Well here was an entirely different story!
As you can imagine I was fascinated.
What was this magic "architect marketing" she was using?
I got her on the phone and she shared her story.
It turns out a few months previous she had gone to a seminar at her local business chamber put on by a "high-priced" marketing consultant.
He was preaching an entirely different type of marketing from what she had ever heard before.
He gave examples of his past clients who had grown their incomes and businesses using the marketing strategies he teaches.
Mona was skeptical.
What he preached sounded good, but would it work for her?
She wasn't sure.
In any case, it didn't matter because as a relatively young architect who had just left a larger firm, she knew she didn't have the $10K + to pay his coaching fee.
She also lacked a bit of confidence.
Deep down, the thought of growing her practice and trying something new was a bit scary.
Would these strategies really work for her?
A few days passed, and she thought of her young child and future trying to grow a profitable and enjoyable architecture practice while juggling the demands of a family.
Finally out of pure frustration, she decided that nothing would change unless she took action, even if she had to sacrifice.
The pain of doing nothing was just too great...
She had a drive for success and decided she'd do whatever it took to achieve her dream.
She came up with the money, invested in the coaching, and hired the "mystery marketing man" Richard Petrie.
Richard taught her that consistent clients and great projects could be had by building on the 4 pillars of marketing for architects:
1. Client Attraction
2. Nurturing
3. Winning
4. Repeat Referrals
He taught her that by creating educational material based on her potential client's key concerns, fears, and worries she could discover who was thinking about doing a project - before they ever talked to another architect.
He taught her how to continue to add value over time so that she could follow up with these potential clients without being 'salesy' or annoying.
He taught her how to break her 'sales process' into smaller pieces so that potential clients saw her as the only and obvious choice - even if her fees were double that of other architects.
He taught her how taking the role of 'educator' for her clients flipped the tables and had them begging to work with her, instead of her chasing clients.
Listen to Mona as she describes her transformation in her own words:
Using the strategies I outlined above is how Mona was able to triple her revenues and work with 'wonderful clients'.
Now you've read this article this far, and I know you want to know how to bring in great projects consistently.
That's why I'm bringing Richard, Mona, and other successful architects to New York City on April 7 + 8.
Now you can sit in the room and get the entire strategy that Richard used to help Mona achieve a life of freedom and fulfilling projects.
INTRODUCING:
The Architect Business Development Summit #5
The Architect Business Development Summit is a 2-day event specifically for small architecture firm principals (1-10 employees) who want better projects with bigger budgets.
At this event, you'll discover how to create high-quality, consistent demand for your architectural services in the next 12 months (or less).
The focus of this event is on how to create this demand even if your current firm is "invisible" and not on the radar of potential clients.
Several successful architects will be sharing the exact strategies they are using to generate client inquiries in their practices.
Join us for 2 days of strategy and learning in New York City on April 7 + 8, 2016.
You'll learn...
- Why architects are fighting a silent war against downward fee pressure and how to turn the battle
- How to overcome the 'free advice' expectation and get paid for your expertise and insights
- How to quickly differentiate yourself from your competitors
- The simple 4-step translation exercise that transforms a technical talking architect into a canny project winner (without coming across as 'salesy')
- What other successful architects are doing to attract more clients with better projects and bigger budgets
- The 'Police Hostage Negotiator' questioning technique that bypasses the resistance of the logical mind to motivate potential clients to move ahead
- Internet marketing tips that will give your firm an edge
What To Expect
Unlike other events with a random collection of speakers, this event is choreographed to help you figure out exactly what you need to do today to move your firm towards a High Profile Practice. Here's some of what you'll discover during this 2-day event:
Chapter #1: Setting The Stage For Predictable Leads
Most architects approach business development as a 'one-off' activity. And yet generating real leads for an architecture practice takes time and consistency.
You'll discover why it's important to identify exactly who you want to serve, and how to hone-in on 'affluent' clients who have the kinds of projects you want to work on.
Richard Petrie
World's Leading Architect Marketing Coach
Chapter #2: How To Build a Client Attraction "Machine" For Your Architecture Practice
Instead of spinning around in circles dealing with price-shopping clients who don't appreciate the value of design, you'll discover tools and strategies for attracting and winning great projects consistently.
Enoch Sears AIA
Founder of Business Of Architecture
Peer Reviews
Don Lee
Orange CA (USA)
Virginia Rogers
Toronto ON (Canada)
Tim Berneche
Chicago IL (USA)
Evangelo Kalmantis
Windsor ON (Canada)
Eddie Gontram
Raleigh NC (USA)
Rachel Burton
Summerville SC (USA)
Chapter #3: "How I Increased my Fees by 30%, Grew My Revenue 3x and Got More Freedom All In 12 Months"
After working for years in a large, successful New Zealand architecture firm, in 2012 architect Mona Quinn ventured out on her own with the dream of freedom, increased income and interesting projects.
Instead, like many new firm owners, she faced the struggle of generating demand for her services. Being a good architect wasn't enough.
For the first time ever, you'll hear the full story of how Mona Quinn has transformed her practice using effective marketing strategies that work for architects.
Mona Quinn, Architect
New Zealand
Chapter #4: How To Turn Lookers Into Bookers
Architect Marketing Coach Richard Petrie will reveal one powerful strategy for winning the project (even when the client is shopping other architects).
You'll discover how you can make your firm the only logical choice.
**PLUS** Lightning Rounds
Successful architects will reveal the exact strategies they've used to find new clients and generate demand for their services - just copy what they've done and replicate it in your local market!
Live Hot Seats:
Sit back and watch as architects take the stage and present our panel of experts with their biggest marketing challenges. You'll be informed and inspired as you listen to the solutions given to these architects in real-time.
This is 100% unrehearsed - you've never seen anything like this before!
Event Schedule*
*Speaking topics subject to change
Thursday, April 7
9:30-10:30AM From Silent War to Fully Booked (Richard Petrie)
10:30-11:30AM How To Become A High Profile Architect in 12 Months, Not 12 Years (Enoch Sears AIA)
Lunch (not provided)
1:00-2:00PM How I Increased my Fees by 30%, Grew My Revenue 3x and Got More Freedom All In 12 Months (Mona Quinn)
2:00-3:00PM How A Simple 4-Step Formula Transforms Nervous Technical Boffins into Canny Project Winners without ever being Salesy... (Richard Petrie)
3:00-4:00PM Lightning Rounds: Lead Generation Success Stories and Case Studies (Academy Members)
4:00-5:00PM Takeaways, Insights and Day 1 Review (Richard Petrie)
Friday, April 8
9:30-10:30AM The Petrie Persuasion Equation (Richard Petrie)
10:30-11:30AM Transformation Contest (Enoch/Richard/Eric)
11:30AM-12:15PM Power of a Mastermind and Coaching (Richard Petrie)
Lunch (not provided)
1:00-2:00PM Breakout Sessions: Online Lead Generation (Eric Bobrow/String Nikolic)
2:00-3:00PM Hot Seats - Session 1 (Enoch/Richard/Eric)
3:00-4:00PM Hot Seats - Session 2 (Enoch/Richard/Eric)
4:00-5:00PM Closing Remarks and Next Steps to Implementation (Richard Petrie/Enoch Sears)
Reserve Your Tickets To The New York 2016 Live Event NOW!
$
997
- Join us live in New York City April 7 & 8 for this event..
(Event Limited to 60 Total Attendees)
Your Incredible Excellence Guarantee:
If for any reason the Architect Business Development Summit doesn’t live up to your expectations, just let us know and we’ll refund your entire ticket purchase. We’ll also give you $100 to enjoy a nice NY steak dinner on us.
No hassle, no questions.
You'll get value far in excess of your investment of time and money by attending this event - that is why we offer this incredible guarantee.
Venue
Ink48 Hotel, 653 11th Ave, New York
Ink48 is a boutique hotel located a short distance from the Central Park, the Empire State Building and Lincoln Tunnel.
Dress Code & Weather
*Weather subject to change without warning! :)
Weather
Weather in New York City at this time of year averages from a low of 37°F to high of 53°F. That's pretty chilly.
Dress Code
For the general sessions and breakouts…
Casual and comfortable - Jeans, shirt, or business casual. Bring a light jacket as the conference room may get cold.
For after hours events...
Party attire for evening networking. Guys bring a collared shirt just in case.
Would You Like To Get Results Like This?
FAQ's...
What are the dates of the Architect Business Development Summit?
It is happening April 7 & 8 In New York City.
What is the venue for the event?
The venue is at Ink48 Hotel, 653 11th Ave, New York.
I'm trying to book my travel. What times do I need to know about?
The event will start at 9:00 AM and conclude around 5:00 PM each day.
Why is this event significantly less expensive than similar events I have been to?
We have training, coaching and consulting programs many times higher the fee you see here. We are putting this event on to help architects who are committed to getting better income and incredible projects.
Can any architect attend this event?
Yes, if you have (or want to build) a successful lead generation system in your practice, then this LIVE event is for you!
Can I Bring My Spouse Or Business Partner?
Because of our VERY limited seating, every person must purchase a pass to get into the event. If you signup with a guest, you do get a discount! Email us as soon as you purchase your first ticket.
Can I Get A Refund If I Can't Attend?
Because of the limited availability of seats for the event, we are unable to provide a refund, however, you can nominate someone else to take your place.
About Us
Richard Petrie
Richard is the world's leading architect marketing coach with a degree in marketing from University of Canterbury in New Zealand.
Formerly he was a professional athlete for the New Zealand national cricket team where he competed at the highest levels of athletic competition around the world.
He's the author of the book, "What To Do When Your Marketing Sucks" and he's consulted with architects, business leaders and dignitaries around the world including New Zealand's prime minister.
Enoch Bartlett Sears AIA
AIA AIAEnoch Bartlett Sears is a licensed California architect, author of the book “Social Media for Architects”, and publisher of Business of Architecture - a community that helps architects get better income and lifestyle.
He is personally known as an expert marketer who helps architects book meetings with hard-to-reach potential clients.
Eric Bobrow
Eric is the world's foremost Internet Marketing Strategist for architects.
He has helped hundreds of architects grow their businesses including a UK firm who was able to add an extra $500,000 in billings directly as a result of his consulting work on their internet marketing strategy.
He's worked with architects for the past 20 years helping them use systems and tools to streamline and grow their practices.
His YouTube channel has over 2,200,000 views and more than 14,000 subscribers.
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