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Every successful architect knows that relationship-building is essential to winning work. Numerous startups have launched on a single connection forged with a deep-pocketed client, and established firms often claim that sustained relationships with longtime clients keep their pipeline and coffers filled: build, rinse, repeat. But building relationships takes time. From your initial encounter with a prospect to the moment they sign a contract may take years. Getting to know someone, assessing their needs, and building trust—such activities can quickly fill a calendar. And when you bill by the hour, as architects do, all that time spent nurturing relationships can eat away at utilization rates and profits.
Marketing folks who specialize in professional services often assert that clients have to "know, like, and trust" you before they'll do business with you. What if prospects were already aware of your talents (ie know you) and drawn to your work (ie like you) before they even called your office? What if they seemed to trust you before the first handshake?
What if there were a shortcut to relationships?
There is: authority. AUTHORITY OPENS DOORS Smart designers make investments in outreach efforts that attract the kind of clients who want to work with them. They go beyond hiring good photographers to shoot their work. They put time into awards, media pitches, podcast appearances, conference speaking, and self-published research reports. They share their views in public and seek out the third-party validation of awards committees and editors. Yes, these efforts take time, but the results demonstrate and broadcast their authority. The outcomes showcase the designer’s expertise and have a ripple effect. Preparing a presentation for a trade conference might take a few hours, but the work will ultimately put you in the spotlight before dozens of prospects. Reaching the same number of people via introductory coffees or calls could easily take 20 hours or more. When architects lead with authority, prospects tend to be aligned with them even before they walk in the door. If you circulate your views on sustainability, you'll attract prospects who want sustainable design. If you publish articles about mass timber techniques, prospects won't be surprised when you raise the issue in pre-design. By signaling your authority (or just your above-average understanding of a topic), you're more likely to attract prospects who want what you have to offer. Broadcasting your expertise or interests dramatically increases the chance that a prospect who seeks you out is predisposed to like or trust you. They feel like they already know you.
4 WAYS TO SIGNAL AUTHORITY There’s nothing magical about building authority. It simply requires some small measure of time and confidence. To boost your or your firm’s authority, consider one or more of these tactics: 01 | Appear on a podcast/videocast.
There's something about the sound of the human voice that deepens connection. You've probably done deals with people you've never met in person; but probably not with anyone you only know via email. When we hear or see a person, even on a podcast or video, we suddenly begin to feel like we know something about them. For architects, a podcast is a great place to practice putting your ideas into words. 02 | Put your byline on a newspaper op/ed.
Designers always have opinions. Why not share some of yours in a media piece or an op-ed? Once the piece is published, you can circulate it to prospects—and see who responds. If you want clients to align with your views on sustainability or urban infill housing, you can tilt the odds in your favor by being public about your point of view. The prospects who land on your doorstep after you’ve published will be partially vetted—in your favor. 02 | Present at a (non-design) conference.
Rather than attempting small talk with strangers in the hallway at a trade show, offer to be a presenter or panelist. Being on the podium significantly magnifies your visibility, and prospects who appreciate your point of view or want to learn more about your projects will seek you out afterward—in person, via email, or on LinkedIn. Rather than recite your script about what you do and what you offer to individuals, you’ll leverage the ability to broadcast your message to dozens of people. Plus, you’ll reduce the chance of getting stuck in awkward hallway chats that go nowhere. 04 | Conduct research and share the findings on LinkedIn.
Research doesn’t have to be academic. If you’re a specialist in higher-ed design, survey past and present clients to gather qualitative information about facilities needs on college and university campuses. Or conduct post-occupancy evaluations of healthcare facilities you’ve designed and be honest about how the design has performed. You won’t garner a million likes on LinkedIn, but that’s not the point. The research can ultimately find its way to future clients, who may not comment on social platforms but who may still read the post. Or they may find the post while conducting a search. However they surface your research, the result will be the same: You’ll look like an authority. ∎
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