How to get your design services valued and what you might be missing today
Here are my thoughts on how to effectively communicate and use your social media platforms to get work that you are passionate about. Without selling out.
You might find this interesting if you are an architect or designer looking to break the pattern of repeated uninspiring work, trying to justify your fees or your design decisions. If you want to share your ideas and expertise strategically. If you are looking to grow your design firm using your social media presence. If you are looking for clients who share your values.
This article will give you easy-to-implement tips that will help not only your social media presence but all your communications.
This comes from a designer herself, so I understand your struggles, and I’m trying to find unique solutions after studying communication, copywriting, and marketing — solutions specifically for designers and architects. So let me know what you think of them, and if you’d try any of these seven.
Always start fresh.
Walk your clients/ potential clients through the entire process of working with you. In as much detail as possible. Do not leave out any details. Make the client understand what it means to work with a designer, with YOU. What services will you take care of, and what are the optional/additional costs? What are the timeframes? How many revisions? What is a mood board? Where and when do you need their input? Where and when do you need access to the site? What other professionals need to be involved? Who will take care of the hiring process? What stage of the project should they call you? Do you provide 3D renderings? What factors will you consider in your design? What are your priorities? Your design values. What is your unique way of designing, if any?
Ditch archibabble.
Your clients are not your professors. Neither are they your jury. Your job is to make them understand. So, let’s not intimidate them with industry jargon. Let’s please leave out phrases like “experimenting with typology and materiality” and “Brutalist character of the facade”. They don’t mean anything to non-designers.
Exercise patience and grace.
I know it can feel demeaning and insulting to have to explain why your client needs an architect or designer. Especially in today’s DIY culture. Especially with the rise of AI. Instead of immediately dismissing the question, try to answer it with grace and patience, as you would a 10-year-old. Explain how you might be able to impact their lives directly through good design. Explain how hiring an architect will streamline the construction and build process.
Demonstrate your expertise
Your long college degrees, certifications and awards will only take you so far. So, make an effort to demonstrate your expertise in ways other than your portfolio. Try offering a small, low-commitment service to gain your client’s trust and show them that you know what you are talking about. It can be something like site analysis, conceptual sketches or a feasibility study. Whatever it is, make sure that the client experience is impeccable.
Solve problems
Not everyone likes to talk about themselves. But you can create content even without having to talk about your daily lattes. Just solve your clients’ common problems. Talk about what your clients are worried about. Do case studies. Show how you helped a client recently. Show the work that you do even before producing 3D renders.
Communicate and collaborate
One thing the design community can agree upon is that we need more designers and architects involved in shaping the built environment. But guess what? No one else thinks likewise. Why is that? Why have we shuttered the profession into a closet, only to be enjoyed as a luxury? Let’s shatter this perception of architects being closed off from reality and try to create relationships with other professions like planners, builders, graphic designers, etc. Talk about your work and the value you add to show first-hand what you bring to the table.
Professional photos are not enough
Professionally shot photos are a great addition to your website and portfolio. But they are not enough to explain your design choices, especially to a non-designer. So, unless you want your clients to choose an architect solely based on the colour scheme of your project, let’s put some quality project descriptions, but stay away from architectural jargon (see point 2)
Will you be adopting any of them? Or do you already use some of them? Let me know your thoughts in the comments below. If you’d like a summarised checklist-style printable version of the article, type in your email, and I’ll send it to you.