Perseverance is Key in AEC Market Prominence

by Karen Davis Burton

In his book, The New Competitiveness in Design and Construction, Joe M. Powell asserts that market prominence belongs to companies that consistently and repetitively do the right things to promote name and expertise recognition and preferential competitive treatment (translation: skip the RFQs and go directly to the

sales presentation).

A successful marketing and public relations strategy can position your company as the go-to firm for your market segment. Even smaller AEC firms with modest marketing budgets can make the right impact on their target audience by promoting project achievements, project delivery methods, use of new technology, and successful collaborations.

Develop your plan. Determine which marketing and PR strategies will fit in your budget and which you have time to implement effectively. Research your prospects, determine how your services align with their business goals, and decide the most effective way to reach them.

Point people in the right direction. All of your communications should encourage your prospects, the media, and collaborators to interact with you: a call-to-action on your website, an e-mail, a social media comment, a phone conversation, or a meeting. But remember, one touch may not trigger a response. Perseverance and repetitiveness keep you top of mind.

Write, post, and speak. New projects, awards, employee promotions, and corporate-sponsored events are all newsworthy, but expert articles, case studies, white papers and speaking engagements position you as an authority in your niche market. Spend some time determining the proper distribution outlets for each.

Use social media to give your news traction. Use new media outlets to give extra legs to your traditional marketing efforts. Links to your articles, news releases, and announcements can be shared easily on Twitter, Facebook, LinkedIn, and AEC specific sites. Design and construction media professional frequent social media sites for story ideas:

"The vast majority of our new leads for stories come from Twitter, LinkedIn, and Facebook. Once Architect has the lead, we still do traditional reporting on the topic, but social media has quickly become our go to source for new ideas."                      - Katie Gerfen, Senior Editor, Architect magazine at SMPS SF Meet the Press 2011

Check your work. Be sure to periodically perform a review of your marketing and PR activities over the previous year. Note which ones give you the best return on time invested and revise your plan as necessary.

Generate Leads with LinkedIn

by Karen Davis Burton of Building Industry Resources

You may have joined LinkedIn, connected with friends and colleagues, and joined a few groups related to your field.

Groups are a great place to ask questions, answer question to show your expertise - and generate leads. Use groups strategically: search for the ones where your target market posts discussions and questions. Here's an example:

Let's say I am a contractor who wants to complete retail tenant build-outs. I joined the Corporate Real Estate Group on LinkedIn and came across the question posted below:

Dean asked if a LEED (Leadership in Energy and Environmental Design) designation added to value to a project.

As a construction professional - possibly with a LEED credential - I would feel comfortable answering Dean's question. As I follow through with an answer, I may want to know more about Dean, so I could give more details. When I click through to his profile, here is what I find:

Dean is the Executive Vice President at Great Clips, the "world's largest" salon with 3,000 outlets. He's in charge of real estate, architecture and construction. Jackpot!

Next step: connect with Dean through LinkedIn. I can send him an invitation directly since we belong to the same LinkedIn Group.

LinkedIn can be a powerful tool for lead generation and business development. Take advantage of its groups and the other networking components. 

buildingsource Top 5 links from May 2013

by Karen Davis Burton of Building Industry Resources

These four articles and one video outline steps for developing business, sealing the deal, and incorporating cloud-based technology in your business.

Strategies for Success: Business development is not a department, but part of the fabric of your business, and everyone should be involved.

Social Studies: Representatives of HOK, Perkins + Will and HDR share how A&D firms can better leverage their presence online. 

13 FAQs about Cloud-based Applications: What's "the cloud," and how will it affect my business data?

5 Reasons Why Every Professional Should Have a Personal Website: With fewer jobs and more competition, self-promotion is becoming increasingly more important.

[Video] 3 Steps to Close the Deal: You've made the pitch, now move your prospect toward "yes."  

Don't Miss an Opportunity - AEC version

Read the post about finding a spot to watch the Michigan vs. Michigan State football match-up 

So what does an empty restaurant have to do with marketing and selling design and construction services and products?

Plan Ahead: October is Fire Prevention month. Did you tie that in to marketing your services? There was an opportunity to educate on life safety, building materials, and other aspects of design and construction. There are many other monthly observances, too. And, trade magazines have editorial calendars that describe what their stories will focus on each month – a chance to pitch your expertise.

Think outside your typical marketing activities: Where can you position your business so clients can find you? You attend networking events put on by chambers of commerce and AEC trade organizations, but are you also capitalizing on social media, where many of your potential clients and collaborators congregate? Some of the top AEC companies are using Facebook, Twitter, LinkedIn, and Google Places. Prospects can find your competition there – where are you?

Extend Your Reach: Hey, the economy has been slow. What non-profits could benefit from your services at a reduced rate? Or could you provide consulting or education on a particular building topic to an organization who may need your services later?

Know your market: Read what your clients read. If you provide construction or design services or building products to hospitals, are you reading the periodicals, website and blogs that are highly regarded by medical professionals? If not, you're missing out on important information and industry trends.

Please Take Part in Our Survey

With so much competition in the design, construction, and real estate fields, how does your company stand out from the crowd? How do you become the go-to professional for owners and potential collaborators – the one they call when they need advice or want to implement their vision?

Building Industry Resources is interested in how you market and promote your business to clients, prospects, and partners. I’d appreciate if you’d take about five minutes from your busy day to fill out the survey at this link: http://ow.ly/2QaEU

Be assured, all information will be kept confidential.

Hopefully, in addition to giving us some insight to the marketing practices of the industry, we might present some methods you may not have considered or have been hesitant to try.
Thank you for your participation.

Updated AEC Networking Events for October & November 2010

It's important to explore new resources for networking outside of your current contact list. Networking is key. Establish new relationships and put yourself in the right places at the right times to attract new leads and collaborators.

Architects, consider attending an Real Estate conference. Construction professionals, try an Engineering convention. Listen to the trends and ideas presented at their events. Our building industry fields are certainly interrelated: Facility Managers need Contractors; Builders need Interior Designers.

Building Industry Resources has compiled a listing of upcoming conferences, trade shows and other events where you can meet owners and building industry professionals, network, and expand your reach throughout the industry. See the Building Relationships page of our website.

AEC and Real Estate Networking

Check out the Building Industry Resources website for 40-plus AEC and real estate networking events across the country in September and October. Which will you attend?

Position Yourself as a Leader in the Design and Building Industry

Have you taken a leadership position in your area of the design and building industry? Are you known as the expert in one particular market niche? When you position yourself as a leader, you gain significant advantage over your competitors.

First, begin by identifying your prospects and the types of services they need: medical professionals need office designers, a restaurant owners need real estate agents to identify the best locations, and homeowners need a good plumber. Your prospect will be searching for the industry leader who addresses their problem, and you want to be sure to be at the top of their list.

If you find that the niche you've identified is dominated by other professionals, create your own by becoming even more specialized: an oral surgery office designer, a pizzeria real estate agent, or a service rep who can repair any type of water heater. You want prospects to associate your name with your specialty.

Summer Networking

There's still time and plenty of opportunities to network in the design and building industry. Some professional organizations continue to have local and regional meetings throughout the summer months, and there are conferences going on around the country.

See the Building Industry Resources Building Relationships page for July and August dates, and check back for new additions to the calendar.

What's the Plan?

For your design or building industry company to thrive, you must have an active, on-going marketing and public relations plan: a way to get your business name, value proposition, ideas and projects out in public so potential clients know who you are and are aware of your abilities, and so past and current clients will remember you and your positive working relationship.

If your firm is small or mid-sized, you’ve got to put your marketing and P.R. plan in place just as the larger firms do. You may not have the budget to sustain a full-time marketing department, but you can take the time to develop and solidify a plan using traditional and new media methods. The plan can then be implemented incrementally and modified as needed.

Speaking of Client Concerns: It's About the Little Things

Yesterday, I discussed how Comcast reassured customers about service compliants by addressing them directly in their commercials. Mel Lester, in his E-quip Blog, tells the story of how his service firm lost a top client, even though they'd just saved the client $20 million. Read his blog post here.

How so? It wasn't due to technical mistakes or cost overruns. They were fired because of the way they dealt with the client: unreturned phone calls, negative comments about the project location, and perceived apathy from the project manager.

Mel gives some tips on how to deal with the "little things" that can be a big deal to the client:

1) Make a list of all of your direct and indirect contact with your clients.

2) Determine how well these encounters go over, and determine where employees need to improve.

3) Get feedback from the client, beginning with the first encounter.

4) Include the client experience at all of your in-house project meetings.

5) Be on the lookout for signals from the client.

Always Promote Your Business

I'd been having problems with my water heater, and I finally got tired of lighting the pilot. My neighbor, who had experienced the same problem, recommended a water heater repairman. The repairman got to my house within 30 minutes and had the problem solved within the next 30 minutes.

Of course as I handed him my check , I explained what I do: help contractors build their businesses. I also gave him a business card and an information piece with a few marketing tips. He then informed me that he was part of a larger plumbers association and invited me to take part in their meetings. We then discussed the importance of networking. You know I'll be following up.

The following may be common sense, but they're worth repeating:

- Always be ready to promote your business, whether or not you're in a business setting.

- Always have your business collateral ready, especially when you're in a networking setting.

- Always be able to articulate what you do.

List 5 Reasons to Hire You

How many different architecture firms can you name? How about interior design companies, construction companies, design-build firms, real estate professionals, or building products suppliers? Now, how many of them offer the same services (or products) that you do?

With so many service professionals to choose from, how does a prospect differentiate you from your competition? Give potential clients five reasons to choose you:

1. Identify your niche market - your specialty. You don't have to practice this market exclusively, but you should be able to identify what you're best at.
2. Identify your prospect's needs and fears, and let them know how you will ease their pain.
3. Explain your approach to problem solving.
4. Outline the unique backgrounds and experiences of your employees, focusing on their unique perspective in the building industry, and let prospects know how your employees will be part of the solution.
5. If I gave $5000 to you and three of your competitors, how would your solution to my problem be different?

Crossover Artist

We see it often in the entertainment industry: actor becomes singer; athlete becomes actor; singer becomes producer; producer becomes music industry mogul.

Why do we in the design and building industry feel that once we choose a career, we’re locked into it for life – destined to do the same thing year after year until we retire? Through your college education, on the job training, years of work experience, volunteering and hobbies, you've gained a host of transferrable skills, and most likely, an insight that others may not have. How can another segment of the building industry - or even a completely different industry - benefit from your experience?

Make the Most of Your Summer

Are you taking the summer off? Your competition isn’t.

Memorial Day weekend is the unofficial start to summer. The sun is shining, it’s hot outside, the grill is fired up, and it’s tempting to take time off, especially if work has slowed in the office, or if the job search doesn’t seem fruitful.

Don’t give in to the temptation! Your colleagues are still out there making connections and making deals. You want to stay ahead of the pack. If money is an issue, here are some low-cost ways to update your skills and market yourself and your business. I’ve listed some of these before, but this is a reminder. Have you done any of them?

1. Update your resume, and be sure to add or modify the information on your social networking sites, too.

2. Make a slide presentation of your resume, a video resume, or both. This can also make it easier for you or your business to be found on search engines.

3. Write an article—or several—for trade magazines. Send copies to potential employers, existing clients and collaborators .

4. You can start an internet blog (weblog) for free. Let your colleagues and clients know where to find it.

5. Correspond with clients and colleagues regularly with an e-newsletter, postcard, or phone call so your name stays in on the tip of their tongue.

6. Learn new skills, software and programs. There are free videos and webinars online.

7. If you don't have a website, build one to showcase your work using slides and videos.

8. Network. Network. Network. There are many free or low-cost live conferences and conventions. Did you know first time members of the AIA and those whose memberships have lapsed 5 years or more who rejoin get free entry to the AIA National Convention in Miami?

Check the Building Industry Resources Building Relationships page for more event listings.

Thank You & Happy Holidays

In this season of celebration, I just wanted to express my appreciation for your support of Building Industry Resources. This year has brought new relationships and opportunities to connect and share information with thousands of professionals in a variety of ways. Whether you read our newsletters or blog, attended one of our workshops, downloaded our resource materials, emailed, connected on social networking sites, called, or contracted our services, communicating and working with you is truly a blessing.

Thank you! You are the reason Building Industry Resources exists – to encourage and assist you in achieving your business and career goals, empowering you to be the best.

Although this past year brought challenges to many, I am excited to think of the possibilities of 2010. The New Year promises new beginnings, innovation, and creative collaboration. Let’s look forward to an increase in projects, new partnerships, and business-building opportunities.

Wishing you peace, joy, great memories, and dreams fulfilled this holiday season and throughout the New Year!

Karen A. Davis
Building Industry Resources

Articles and Blog Posts for Building Industry Professionals to Write

As the New Year approaches, I’m sure you are re-evaluating business goals, strategizing to increase business, and readying yourself to welcome new clients as they request your services. You can utilize article writing to tell your story, define your service offerings, and market your business.

Resolve to position yourself as an expert in the building industry this coming year by writing articles and posting them on your website or to a blog. Let people know who you are and how you operate. Make yourself and your firm completely accessible to your clients and prospects, informing them of how you got to be where you are and why you are the right professional to meet their needs and solve their problems.

Here are topics to help you get started (two to four months worth of blogging):

16 Articles and Blog Posts for Architects & Interior Designers to Write

16 Articles and Blog Posts for Contractors & Builders to Write

16 Articles and Blog Posts for Facility Professionals to Write

16 Articles and Blog Posts for Real Estate Professionals to Write

16 Articles and Blog Posts for Building Products Manufacturers and Distributors to Write

As you complete your articles, send me a link at kadavis@buildingsource.net, and I’ll share them with my network.

Building Industry Resources can help your write, market, promote and distribute your blog and articles. We also work with you to build your business. See How We Help You and then Contact Us here or e-mail kadavis@buildingsource.net

16 Articles and Blog Posts for Real Estate Professionals to Write

1. How did you decide to become a real estate professional?
2. What or who inspires you?
3. How do you ensure good customer service?
4. How do you choose your clients?
5. Give advice to your clients and prospects to make for a smoother relationship.
6. What professions would make good business partners for sharing contacts and why.
7. Describe the best real estate transaction you ever conducted.
8. Describe the real estate transaction you are most proud of.
9. Give advice to those entering the real estate profession.
10. Give advice to improve the real estate profession or the building industry as a whole?
11. What trends do you foresee in real estate for the next five or 10 years?
12. What are the trends for your niche market for the next five to 10 years?
13. What makes you a leader in your niche market?
14. What organizations do you volunteer with and why?
15. Write a summary of the last workshop or conference you attended.
16. Describe your “aha” moment – the moment that changed your career.

Pre-Qualify Your Prospects

When business slows and funds are trickling in, it’s tempting to just take the next project that comes along to keep operations flowing. But will that project be worth your time and effort? Do some planning before accepting just any client or project that comes calling.

- What are the characteristics of your ideal client? Think back to those clients with whom you have enjoyed working in the past.

- What’s your ideal project? For instance, if your focus has been on educational design, you may not want to take on a residential remodel.

- What is your work style? If you have a short attention span, reconsider that year-and-a-half-long project (unless you can get yourself to think of it as several smaller projects). You don’t want to get bored and end up giving your client less than your best.

- How do you relate to people? Say you’ve determined that the prospect who calls several times a day will turn into the client who asks for daily progress reports. If you’re not a good hand-holder, maybe you should consider referring that prospect to someone else.

Resolve that it is okay to keep a list of business partners to whom you can refer prospects if you don’t think they’ll be a good fit for you. Your partners should do the same for you.

Is pursuing that project worth the effort?

It’s a money-making (and saving) Monday.

Have you ever considered how much it costs you to pursue a client before an agreement is signed and before the actual project begins? Consider the following to save time and money and avoid frustration:

- Determine the average number of meetings – including phone meetings – it takes before you sign an agreement. Can the number be reduced?

- Ask your prospect if they are qualifying other professionals for the job. If they are, ask for names and research your competition so you can position yourself as the best candidate.

- Prepare a list of questions to determine if your prospect is really ready to begin their project.

- Explore ways to win the project without providing work product (sketches, cost estimates, etc.) before signing an agreement.