10 Not-So-Obvious Marketing Strategies Architects Can Use to Find Clients

As an architect, a great marketing campaign is essential if you want to find and retain new clients. You probably already know the basics of online marketing for architects — having a great website, maintaining active social media pages, creating a blog that’s optimized for search engines, and so on — but if you want to get the most out of your marketing campaign, you’ll need to think outside of the box.

With that said, here are ten creative types of marketing that architects just like you can consider:

1. Hosting Design Inspiration Nights

A great marketing campaign doesn’t have to focus solely on direct connections with clients; if you arrange an evening to network with other architects and professionals in adjacent fields (like interior design), the connections you make can lead to numerous referrals.

These nights don’t have to be extravagant affairs, either; all it takes is a group of creative professionals to come together with some refreshments. Everyone can share their portfolios, offer feedback, and discuss their processes for creating spaces.

They’re more than just a great outlet for your architecture marketing efforts as well; since they function like informal creative workshops, there’s a chance you’ll learn a thing or two!

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2. Speak at Industry Events

Though you may not find your next client at an industry event, building your credibility with others in your industry is nonetheless a key part of marketing in architecture. Speaking at conferences and other such occasions will help get your name out there, and that, in turn, might increase your chances of getting referrals.

For instance, if another architect or designer sees your presentation and finds it memorable, they might give one of their own clients your contact information if they’re looking for a certain style that’s close to what you offer.

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3. Send Personalized Thank-You Notes

Writing and sending thank-you notes might sound like an odd, old-school form of architectural marketing that has to do with building your client base — most professionals don’t take the time to thank their clients, much less write them thank-you notes — but your clients will remember such a thoughtful gesture. If they’re already satisfied with your work and then receive a personalized thank-you, you just might find yourself with a few more referrals.

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4. Offer Free Consultations

If you’re trying to get more clients, you’re aiming to earn more money, so free consultations might sound counterintuitive at first, seeing as they take time and don’t bring in money.

That is, however, only in the short term; if your consultations are free, you’ll get more people scheduling consultations with you. Even people who aren’t completely sold on working with an architect will be more inclined to set one up.

Of course, some may ultimately decide against working with you, but if you make a good impression, you’ll more than likely be able to add a few more clients to your roster.

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5. Have a Robust Cross-Promotion Strategy

Cross-promotions work best for professionals whose work intersects with that of other fields — just like you. Architectural work is related to interior design, building, and buying/selling real estate, so if your client roster could be longer, engaging in some creative collaboration might be your best next step.

Developing a great strategy for cross-promotion is a great chance to get creative.

Keep in mind that cross-promotion will be easier in some situations than others. If two businesses have very different target audiences, for example, cross-promotion may not be particularly effective.

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6. Run Weekly Giveaways

You already know that maintaining an active social media presence is vital when it comes to digital marketing for architecture firms, but getting your audience to engage (and stay engaged) with you can be a lot harder than it sounds.

There’s no better way to get people interested than to offer them free stuff, and even then, giveaways don’t have to break the bank; you might consider offering gift cards or brand swag.

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7. Use Seasonal Mailers Strategically

For potential clients, choosing an architect to work with is a major decision, and that means you need to entice clients to take a look at your past projects. If you’re constantly sending out promotional emails, clients, both current and potential, will quickly grow tired of them and may even unsubscribe.

You want to be able to generate interest in your business year-round without spamming your clients’ inboxes, and one of the best ways to do that is by putting together seasonal mailers that feature beautiful photos and inside looks at some of your best projects. When your work is strong enough to stand on its own, you can rely on photos of past projects to draw in potential clients.

How you distribute these mailers is up to you. Sending them via email is easy and inexpensive, but if you have the budget and preference to send them through the mail, you can do that as well. To make sure you reach as many as possible, don’t forget to promote your mailer on all your social media channels as well.

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8. Create and Share Valuable Resources

You might already be creating how-to guides, checklists, informational videos, and other useful resources as part of your SEO strategy. Sharing resources like these does more than just bring people to your site when they search for certain keywords; it also establishes you as an authoritative source of information. Even if the strategy doesn’t immediately lengthen your client list, it’s likely to draw more people in over the long term.

If, for example, you’ve created a guide to various architectural styles, someone who intends to build a home in a few years might find your guide and see that you know what you’re talking about. Then — once it’s time for them to actually hire an architect — they’ll already have a positive association with you and be more likely to choose you as a result.

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9. Do Pro-Bono Work for a Charity

When you think of strategies for marketing architectural firms, you likely won’t immediately think of doing free work for a charity, but it is, in fact, a great way to get your name out there. It generates goodwill, and would-be clients will see you as someone who’s invested in your community and more than willing to give back.

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10. Use Podcasts to Highlight Satisfied Clients

Recording a podcast might sound like a substantial undertaking, but it’s an excellent way to engage your target audience, and recording one is a lot easier than you think. If you want more clients, recording an architectural or design podcast may help.

After all, when people are trying to choose a doctor, a restaurant, a lawn service, or just about any business, they read reviews, and when you have a podcast interviewing satisfied clients, you’re effectively creating an in-depth review that both offers valuable insights and encourages potential clients to consider your business.

That doesn’t mean your podcast should be exclusively focused on your clients, though; if you have an existing podcast focused on architecture and design, you could just dedicate a small section to interviewing your happy clients.

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Starting a Marketing Campaign? We Can Help!

At Behind the Design, we’re committed to cultivating a community for architects and interior designers, and while helping you make connections is an important part of what we do, it’s not all of it.

If you’re looking to maximize your business’s potential, check out our marketing services. Our architectural marketing agency is familiar with your marketing needs, so we’re uniquely equipped to help your business. Leave the marketing to us and focus your efforts on building your business!

4 Proven Marketing Strategies for Interior Designers and Architects for Unveiling Business Success

In the ever-evolving realm of design, the ability to create stunning spaces is just one part of a successful interior design business. To thrive in the competitive landscape, designers and architects must also master the art of marketing. But, the problem lies in the time and money available to invest in marketing.

With limited time and resources to dedicate to marketing, where should you focus your marketing efforts? In this blog post, we will explore five proven strategies to help interior designers and architects grow their businesses, reach new clients, and establish a strong brand presence.

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Harness the Power of Digital Presence

How do designers market their services? An Optimized Website for Starters

In today's digital age, having a strong online presence is non-negotiable for interior designers and architects. According to recent statistics, 93% of online experiences begin with a search engine. Therefore, your website serves as a virtual storefront, allowing potential clients to learn more about your services and view previous projects. It is the key foundation of all your marketing efforts.

A well-designed, SEO-enriched website showcases your design projects, positions you as an industry leader, and provides valuable insight to your audience. But where do you start?

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1. Start with a Google search with keywords you think your target audience will use to search for your products or services. For instance, you may try the keyword “interior design services [your city]. Do you appear on the first page? If not, you have a problem since most people will not get past the first page when searching. Look at what competitors rank on the page ahead of you. Take a deep dive into a few of those competitor websites to see what content they include on their website. Make a note of anything that they have that you don’t have, including keywords, webpages, blog/blog topics and so forth.
2. Evaluate your website through your ideal client’s eyes. Pulling your website up, do you clearly spell out what you do and how you help clients? Are you answering the most common questions that you receive from a prospect when first meeting? Do you see the keywords or content that your competitors include on their websites? Remember, if they rank higher in search results than you, then they are doing something right.
3. Create a list of webpages, content, and keywords that you believe will help elevate your website and help clients better.
4. Now, it is time to create the content. With AI, you can develop content much quicker than staring at a blank screen. Copy your current content, then use your favorite AI content tool. We use Jasper AI and ChatGPT. Ask AI to re-write the content, add the keywords to optimize for, list questions you need to be answered in the content, and tell AI how many words you want the copy. Once AI gives you back the content, re-work it so it sounds like your brand voice.
5. Finally, copy and paste your new web page copy into AI and ask it to give you precisely 10 blog topics that you can write about over the next few months. Those are the topics that you will write about on your blog. This solidifies your website as an authority in the marketplace, which search engines love.

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When creating your website, remember optimizing it for search engines is critical because this is how you will be found when someone is searching for your services. I can tell you from experience that as a creative person, I struggle with balancing what the search engine wants and what I want to write. However, it is a game of sorts, and your job is to grow your design business; this is one game that is a must to win.

My advice is to write the most needed content first, then sprinkle in the creative blog posts that you want to write. Those additional blog posts will help you connect with your audience.

Marketing Tactics:

• Website Optimization: Ensure your website is visually appealing, easy to navigate, and optimized for search engines. Include high-quality images of your projects, detailed service descriptions, and a clear call to action.
• Content Marketing: Regularly publish blog posts, articles, and case studies related to interior design trends, tips, and your projects. This not only showcases your expertise but also boosts your website's SEO.

Leverage the Word of Mouth Phenomenon

How do I promote my interior design? Let others market for you.

Word of mouth remains a powerful marketing tool in the design industry. According to Nielsen, 92% of consumers trust recommendations from friends and family over other forms of advertising. Leveraging positive client experiences can lead to organic growth.

Many designers and architects find this to be the best way to find new clients. But what if you haven’t built up a network you can rely on to bring you new business?

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1. Start with contacting all past clients and asking them to give you a referral online. Many times, clients don’t give a review because they don’t know how; therefore, make it easy by sending a link and instructions.
2. Next, get out of your office and network with your target audience. When networking, rather than thinking of selling your services, think about how you can connect this person with someone who might be a good client.
3. Lastly, find other professionals to build strategic partnerships . This might be a realtor, contractor, another designer, or financial advisor. These partnerships can be very lucrative, but again, it needs to be a win-win for everyone.

Marketing Tactics:

• Online Reviews: Encourage satisfied clients to leave reviews on platforms like Google My Business, Yelp, or specialized interior design review sites. Positive reviews build trust and influence potential clients.
• Get Out and Network: Meeting new people and building mutually beneficial relationships can be a great way to reach a wider audience.?
• Build Strategic Partnerships: Find professionals who target a similar audience and find ways you can help each other.?

Dominate Social Media Platforms with Your Brand

How do I brand myself as an interior designer? Creating Consistency Across Platforms.

As an interior designer, social media platforms such as Instagram, Pinterest, LinkedIn, and Facebook can be powerful tools to showcase your work and build your brand.

With these platforms, you can reach potential clients locally and build relationships with them. Branding yourself as an interior designer involves crafting a consistent and compelling image across various channels. But what if you haven’t established your brand?

If you are struggling to create your brand as a designer, I recommend “Build a Brand Identify Beyond Logos: How Interior Designers Can Use Branding to Build a Successful Business.” This IDCEC-approved course offers you 1.5 credits and will walk you through what branding is and how to determine your brand.

Once you have established your brand, now it is time to be consistent over your favorite social platforms.

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1. Using your brand, write your bio and descriptions for all platforms.
2. Create a consistent, professional profile picture and images.
3. Determine your hashtags.
4. Then you can use images, videos, and blog content to share relevant and interesting information with your audience. Not sure what captions to write, ask AI to write your captions along with emojis. Then revise if necessary, so it sounds like you.
5. Rinse and Repeat.

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Social media platforms are invaluable for building and showcasing your brand personality. You can create social media profiles to showcase your work, share décor inspiration, share trends, and provide value to your potential clients.

Additionally, social media can help you connect with other professionals in the industry and can lead to collaborations and referrals. Remember to post consistently and engage with your audience to create a following and build a brand community.

Marketing Tactics:

• Social Media Profiles: Maintain active and visually appealing profiles on platforms like Instagram, Pinterest, and Houzz. Share high-quality images of your work, engage with your audience, and stay consistent with your brand message.
• Content Marketing: Share valuable content such as design tips, behind-the-scenes glimpses, and success stories. This positions you as an authority in your field.

Develop an Email List for Long-Term Engagement

Where can I find clients for interior design? Build a List of Potential Clients.

Not everyone who visits your website or sees you on social is ready to buy today. Therefore, email marketing can help interior design businesses stay in touch with their clients and build relationships over time, cultivating the relationship until they are ready to purchase.

It is important to stay in contact on a consistent basis by sharing new projects, helpful information, and fun tips through emails. Building an email list is a direct way to connect with potential clients who have shown interest in your services. According to HubSpot, email marketing generates an average return of $42 for every $1 spent.

Here is how to get started:

1. Give your website visitors a reason to sign up for your email list by giving them something of value. It can be an eBook, checklist, quiz, and so forth. It is anything that your audience will find valuable. This is typically called a lead magnet as it entices someone to give over their valuable contact information. Create a landing page, along with a form asking for first name and email address. Then, send them the lead magnet once the form is submitted.
2. Next, as you meet people through networking, events, and tradeshows, ask if they want to be included in your email list for valuable content that can help them with a problem. It is important to ask permission and not automatically add them to a list. I suggest sending each contact a personal email from your email asking if they would like to subscribe, then give them a link or form to complete. This ensures you are following the email spamming rules the government established.
3. Be consistent and purposeful when sending emails. A good rule of thumb is 80% information and 20% promotional.

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By building an email list, designers can keep their clients and prospects engaged and informed while staying on top of their minds.

?Marketing Tactics:

• Social Media Profiles: Maintain active and visually appealing profiles on platforms like Instagram, Pinterest, and Houzz. Share high-quality images of your work, engage with your audience, and stay consistent with your brand message.
• Content Marketing: Share valuable content such as design tips, behind-the-scenes glimpses, and success stories. This positions you as an authority in your field.?

One last tip that you may find interesting. Even something as simple as your business card can help you market your design business. According to Statistic Brain, 72% of professionals say they judge a company or person based on the quality of their business cards. Design your business card to be visually appealing and informative. Distribute them at industry events, networking functions, and client meetings.

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Marketing doesn’t have to be scary or intimidating. It just requires you to be intentional and consistent with your efforts. By optimizing your online presence, encouraging word of mouth, dominating social media, and developing an email list, you can establish a robust marketing framework. Over time, these strategies will not only increase your visibility but also position you as a go-to expert in the world of interior design and architecture.

In the competitive world of interior design and architecture, your projects are more than just spaces—they're stories that reflect the unique needs and aspirations of your clients. To stand out, go beyond showcasing finished work; highlight the journey. Share the story of how you transformed a client's vision into reality, focusing on the challenges you overcame and the creative solutions you employed. This not only humanizes your brand but also helps potential clients envision their own stories with you as the hero. Whether through case studies, social media posts, or even video content, client-centric storytelling can elevate your brand and resonate deeply with your audience

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