flexiblefullpage -
billboard - default
interstitial1 - interstitial
Currently Reading

How to generate architecture leads

billboard - default
interstitial1 - interstitial
Architects

How to generate architecture leads


By Karl Feldman, Partner, Hinge | Hinge | February 1, 2018
How to generate architecture leads

Illustration courtesy flickr

     

Business development for architecture firms continues to get more sophisticated. While the Architecture Billings Index is more stable and even on a slight upward trend, closing new business can still be a struggle. Client referrals and networking are no longer the only way for architects to generate leads. So, when it comes to lead generation techniques for competing in today’s dynamic marketplace, three important lessons should be top of mind. 

1. Embrace the new birthplace for leads. Lead generation is the process of identifying potential new clients. These are the marketing and business development activities that occur on the front-end and are typically lumped in with the process of developing relationships. For most principals and other C-suite executives, client referrals and professional networking have traditionally led their lead gen activities.

However for real growth, your lead generation techniques need to go further than tapping into existing clients. Truly effective lead generation today needs to encompass a full range of targeted online and offline measures. Think of it as a system that generates, qualifies, and nurtures leads until they become new business opportunities.

 

 

2. Acknowledge that all leads are not equal. But because some prospects are not ready to buy today, it doesn’t mean that they are not valuable for your overall growth strategy. In many firms, there is a tendency for those in business development roles to devalue and reject leads that are not ready to buy today. Nurturing long-term leads has an additional payoff, beyond the obvious. These long-term leads can also serve as an excellent referral sources.

3. Educational content actively drives referrals from non-clients. Traditionally, many firms have thought of referrals as only coming from clients or colleagues from other professions. These are major sources of referrals, but they’re not the only ones. In fact, our research shows that 81.5% of buyers have received a referral from someone they have never worked with.

Where do these non-client referrals come from?

 

 

Ninety-four percent of these referrals are made based on knowledge of a firm’s reputation, expertise, or visibility. Only 5.5% of these referrals come from someone that the referred firm has met before. So, focusing efforts on building your firm’s brand (reputation x visibility) and demonstrating your expertise are essential for moving beyond traditional client referrals and getting non-client referrals.

While traditional marketing techniques such as networking and sponsorships can help generate brand awareness, it can be extremely difficult to measure their effectiveness. Creating a quality content piece with a conversion action (e.g., Free Download: “A Guide to Cogeneration Plant Solutions”) nurtures prospects/referrals, builds trust and grows your email list.

These helpful content pieces can be free, but require an email address or other contact information to download. The idea here is that when someone searches on a specific keyword phrase, they will click through to this resource page. If the content on the page is relevant, the visitor will supply their email address and download the piece.

Educational content pieces should be thoughtfully created to be relevant to the issues that are most important to your target audiences. In marketing speak, we call this building the content funnel. Your firm should have a variety of content that will accomplish three goals: attract prospects, build engagement, and convert those prospects into clients.

 

 

Architecture lead generation will continue to evolve but today’s firm principals have a new arsenal to drive leads. Embrace the new online channels, think beyond your immediate return, and nurture prospects for the future.

Tags

More from Author

Hinge | Jun 8, 2020

A time for fearlessness: Lessons from high growth AEC firms

As it turns out, one of the High Grown firms’ superpower is digital marketing.

Hinge | Apr 11, 2019

Opportunities and challenges you may face in an M&A and how to tackle them

How do mergers and acquisitions impact a firm’s brand, marketing, and business development?

Hinge | Feb 19, 2019

Strategies and tools to help navigate a successful M&A

Based on Hinge’s industry research, smaller firms typically spend a higher percentage of revenue on marketing and business development efforts for the same return.

Hinge | Jan 23, 2019

7 AEC marketing trends to watch for in 2019

As we enter into the new year, I’d like to walk through seven marketing trends that will impact AEC firms in 2019 and beyond.

Hinge | Aug 20, 2018

Marketing for engineering firms: 3 reasons to embrace the revolution

Firms who still aren’t embracing the fundamental shift away from traditional marketing techniques stand to fall further and further behind the competition.

Hinge | Jul 10, 2018

AEC marketing fundamentals can still have a role in winning new business

In our Internet-fueled world, it’s easy to get distracted by the latest online tools. But the boring stuff is still important, and you don’t want to lose sight of old-school techniques that are just as persuasive now as they were a few decades ago.

Hinge | Jun 13, 2018

How your AEC firm's brand affects recruiting top talent

There is a major shift in workforce demographics as upwards of 80 million baby boomers retire over the next fifteen years.

Hinge | Apr 27, 2018

4 reasons to pursue speaking engagements

We found speaking engagements were among the top ten marketing techniques that AEC firms employ.

Hinge | Apr 4, 2018

How to acquire speaking engagements and hone your skills

So, you understand the benefits, but how do you actually get started with speaking engagements?

Hinge | Mar 8, 2018

Prioritizing your marketing initiatives

It’s time to take a comprehensive look at your plans and figure out the best way to get from Point A to Point B.

boombox2 -
native1 -

More In Category




halfpage1 -

Most Popular Content

  1. 2021 Giants 400 Report
  2. Top 150 Architecture Firms for 2019
  3. 13 projects that represent the future of affordable housing
  4. Sagrada Familia completion date pushed back due to coronavirus
  5. Top 160 Architecture Firms 2021

 


Magazine Subscription
Subscribe

Get our Newsletters

Each day, our editors assemble the latest breaking industry news, hottest trends, and most relevant research, delivered to your inbox.

Subscribe

Follow BD+C: