buildingsource Top 5 Articles from April 2013

Here are the top 5 articles for building and marketing your AEC and Design business posted in April by media and professionals I follow:

1. A New Era for A/E/C Professionals: The Making of Visible Experts: "A Visible Expert is an individual with high visibility and acknowledged expertise who can command influence within a specific target audience."

2. Will Google Glass Revolutionize the Construction Process? Imagine super-imposing computer-generated images (BIM files) over a real-world view of a construction site.

3. 4 Ways to Handle a Client that's Too Busy to Collaborate: Setting clear expectations is first on the list for dealing with clients who aren't helping to move the project along systematically or on time.

4. SEC Embraces Social Media: In a recent ruling, the Securities and Exchange Commission said  that postings on sites like Facebook and Twitter are just as good as news releases and company websites.

5. Works for Us: "The iPad is a Mobile Showroom": Tips for using a tablet in the sales process.

5 Reasons Mayor Corey Booker Embraces Social Media

“Not being in social media is almost like Nixon not wanting to put makeup on for a TV appearance. It’s going to become so ridiculous five, ten years from now.” – Cory Booker, Mayor of Newark, NJ

Cory Booker discusses why he is known as the "social media mayor."

1. He can take control of his own media.
2. He can crowdsource and touch thousands and thousands
3. He can create collaborative relationships with residents – they are partners in governing.
4. It's an added tool he uses to “supercharge” his ability to connect with residents.
5. Social media helps makes him more accessible.

In his own words...

Designers, AEC and real estate professionals can take control of their media, too. Get your free eBook download, "Building an Internet Presence: An Introduction for the AEC Industry."

Searching for AEC Services

by Karen Davis Burton

When a client searches online for the services you offer, what do they find? And, I’m not asking what do they find when they search for your name or your business name – hopefully, you pop up then.

But what happens when they google “retail architects in Detroit” or “interior designer for hotels near Santa Monica?” Will your prospect find you on page one of Google?

More and more, people are going online to find the building products and AEC services they want and need to purchase. When my water heater was on the fritz late one night – while all my friends that I would call for a referral were asleep – I googled “plumber, water heater” and the search engine gave me a list of service providers in my area.

Traditionally, consumers and businesses have found AEC professional services firms through word-of-mouth referrals, live networking, RFPs, and even through the phone book advertising.

Well, we know most of those phone books get tossed out and recycled as soon as they are dropped off on the porch. Referrals and networking are still the best ways to build business because people want to do business with firms and professionals they know and trust.

Why not let those prospects – and your existing clients – get to know you when they search for your AEC market niche and professional services online. Even if a potential client gets a referral from a reliable source, they probably want to do their own research on the names they’ve received. And when you’re out in the community developing business – at conferences, happy hours, trade organization meetings – shouldn’t your prospects have a way to find out more about you and your business?

By developing relevant content – writing blog posts, articles, and press releases, sharing valuable information on social media sites, posting photos of your work, providing your prospects with testimonials from satisfied clients, and making sure your website is updating regularly – you can work toward getting at the top of the search engine listings so your AEC company will be the first one a prospects sees when they search for your types of services.

Get your free eBook download, "Building an Internet Presence: An Introduction for the AEC Industry."

3 Must-See Homes in Detroit

It's National Architecture Week (April 7-13). Here are three Detroit residences you must visit. Now, don't walk up to these houses and think you can just get in. People live here. Drive or walk by, and enjoy the view.

The Margerum 45-degree House

Photo from Detroit Home magazine

Detroit architect, Roger Margerum, designed his home when he closed his full-time practice. This 3,000 square foot residence has views of the Grayhaven Marina, and Margerum says that instead of moving from room to room, you go "from space-to-space." (More at Detroit Home magazine)


Lafayette Park Townhouses

Photo from Dwell

Lafayette Park was the first urban renewal project in the U.S., and includes two high-rises and one-and two-story townhomes designed by Mies van der Rohe. The townhomes - a sight to behold in the middle of the city - average 1400 square feet and are enveloped by a minimal shell with floor-to-ceiling windows. The interiors showcase floating staircases and clean lines.

See and hear how the residents live in their Mies-designed spaces in this New York Times article. Occasionally, you can catch a tour of the entire Lafayette Park area.*


The Turkel House

Photo from Hour Detroit magazine

Located on Seven Mile Road in Detroit, this is the only Frank Lloyd Wright-designed home within the Detroit city limits. The 4,300 square foot house is in FLW's Usonian Automoatic style, using inexpensive modular concrete blocks. Current residents purchased the home in 2006 and restored it for nearly $1 million. (More at Hour Detroit magazine)

* After note: The next Lafayette Park Walking Tour will be June 1, 2013. Contact Kiana German through her Style-Detroit blog or tweet her at @KianaGerman

buildingsource Top 5: Articles for Building Business

Here are the top 5 articles from March for building and marketing your AEC business:

1. Negotiating with Confidence: Don't rush contract negotiations, and don't be afraid to request additional funds for out-of-scope work. (By Steven Isaacs on DesignIntelligence)

2. How to Set Your Business Up to Bid on Federal Government Contracts: Entrepreneur magazine lists the first four things to do to begin doing business with the government. The information is taken from Braddock's Procurement Opportunities Guide sponsored by Microsoft. (By Catherine Clifford)

3. 10 Architecture Firm Blogs to Watch in 2013: Review various blogging styles and get some inspiration for your AEC firm's blog. (Listed by Architectural Record magazine)

4. Staying Loose: 25 lessons learned from the recession: Builder magazine talks with builders about how they have adapted to market conditions over the past five years.

5. 7 Lessons from the World's Most Captivating Presenters: Steve Jobs, Scott Harrison, Gary Vaynerchuk... what can you lean from them to improve presentation skills? (from HubSpot)

What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters from HubSpot All-in-one Marketing Software

5 Reasons to Blog for Business

Watch the slide presentation below for 5 reasons to begin blogging and positioning yourself as a market leader.

5 reasons you should be blogging for business from Building Industry Resources

Check out upcoming workshops and events on Eventbrite

How Construction Service Providers Use Social Media

Complimentary Workshop
Friday, April 12, 2013 - 8:30 a.m. to 10:00 a.m
TechTown, Detroit

Social Media Week iReport

VaNessa Thompson of www.nessabirdie.com submitted a creative, informative video for a CNN iReport. It highlighted the Lafayette Park meet-up in Detroit in September during Social Media Week sponsored by VaNessa, Kiana German of www.style-detroit.com, and Karen A. Davis of Building Industry Resources (me!). The topic was Virtual Communities: pursuing mutual interests, finding consumers for a product or service, encouraging interaction, and issuing calls to action.

Stay tuned for more information on our next meet-up.

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.

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.

Address Client Concerns

Have you ever taken a day off from work so you could wait all day for a maintenance person to come to your house for a scheduled repair, only to have them stand you up? Do you know what it's like to wait on the phone for what seems to be an eternity to talk with an actual customer service representative when you have a problem?

Comcast, provider of phone, cable and internet services, once had a horrible customer service reputation. Their maintenance people wouldn't show (I know, I've waited). Customers couldn't get a live person on the phone, and their were other complaints.

However, Comcast has started a great advertising and PR campaign to reassure customers and boost their reputation. Their commercials feature employees (or actors posing as employees), addressing typical customer service complaints: you can quickly reach a live person on the phone, repair workers wear shoe covers in your home, you get a credit on your bill if they are late for an appointment. Not only are they reaching Comcast customers, but since there is more competition in the data and communications industry, they could probably win over some customers from their rivals, too.

Survey your clients and prospects to determine if they have any anxiety about the design and building process. Ask them if they've had trouble with service providers in the past. Address your clients concerns and anticipate their fears before they become an issue. Let them know you are listening to them throughout the process.

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?

Desktop Brown Bag Lunch: Marketing in 3 Minutes or Less with an Elevator Pitch‏

Most of us have attended a "Brown Bag" or "Lunch 'n' Learn." Food is provided in your office by the presenter - or you bring your own - and you spend your lunch hour listening to them promote their product or speak to you about a topic related to your profession. Well, at this Brown Bag, you'll provide your own lunch, and spend the hour dedicated to the promotion of your company or career. Building Industry Resources will provide your with the topic, an informational article or slideshow as a guide, and an example to assist you in completing your task. After you read the information, spend the remainder of the time working on your marketing, concentrating on how you will promote YOU or your business. Want feed back? E-mail me at kadavis@buildingsource.net or at the Twitter or Facebook links to the right.

MARKETING IN 3 MINUTES OR LESS: THE ELEVATOR PITCH
By Karen A. Davis

Recently, I attended ACE’10 (Annual Collaboration for Entrepreneurship) in Ann Arbor, Michigan. There were workshops and exhibitors, and of course, many professionals with whom to meet and network. One of the highlights of the evening (along with the delicious brownies) was the Elevator Pitch Competition.

Elevator Pitch Competitions are quite popular now. If you Google the phrase, you’ll find pages of competitions to enter. An elevator pitch gives the listener an overview of your product, service, or business idea in, typically, 30 to 60 seconds (although, the ones I heard at ACE’10 were three minutes long). The business owner delivering the pitch may be wooing a potential client or may need financing from an investor for start-up or business building.

The elevator pitches presented at ACE’10 were given by six business people, each the CEO or COO of their respective technology, environmental or medical-based businesses. They presented their speeches on stage to a panel of four judges – all venture capitalists – and an audience of nearly 1000 people.

What would you say if you met a potential client or employer in an elevator? How would you define your business in 60 seconds if you were in front of an audience of potential investors or clients? The opportunity for you to showcase your business and qualifications to one person or millions occurs every day – at the coffee shop, the grocery store, a networking event, or through Internet social networking.

Who is your target client? Who could benefit from your services or skill as an employee? Your elevator pitch should be brief – you only have a few seconds to capture and keep the attention of your audience. What is their problem, and how will you solve it? Your solution should be unique. And, finally, request a follow-up meeting to go into more detail about your business solution.

An elevator pitch can benefit you in five ways:
1. It allows you to develop your brand, defining your business in a descriptive, concise manner.
2. It defines who you are and the services and solutions you offer to your target audience.
3. It also confirms your brand identity in your mind. When you repeat it over and over again to yourself in the mirror in the morning and throughout the day, you become more confident as a professional and service provider.
4. It forces you to set yourself apart. As you develop it, highlight how your services differ from your competition’s.
5. Your concise message is then packaged for easier word-of-mouth transmission. Those who hear your business ideas or service offerings can pass them on to others.

YOUR TASK: Develop a two to three minute elevator pitch, and then extract 30-second, 60-second, and 90-second pitches that can be used to introduce yourself to a potential client or employer.


So, here’s my two-minute-and-20-second pitch:

My name is Karen A. Davis, and my business, Building Industry Resources, will encourage and assist you and your firm to reach your full potential. We consult exclusively with building industry professionals – architects, interior designers, builders and contractors, real estate and facilities professionals, and product manufacturing representatives – offering services to build business and promote collaboration across disciplines.

As a small- to medium-sized building industry firm, you need someone dedicated to promoting and building your business, freeing up your time so you can do what you love. Our services include:

Building Intelligence by keeping you abreast of the competition, project leads, products and materials information, and news that affect your business.

Building Support by assisting with non-core business operations and providing design, technical and documentation support services, including CAD.

Building Relationships by scouting networking and partnering opportunities, developing strategic marketing plans, and utilizing traditional and web-based communications for business development and public relations.

With over 20 years experience in architecture, construction, and facilities, I am privileged to have been on the architectural teams for some very prestigious projects – including corporate facilities, sports and entertainment, healthcare and multi-family residential project types – and I provided interior design and construction documentation for the largest building project in the U.S. to date. My direct experience in the industry and as an educator and entrepreneur has given me a unique perspective to the needs of the sole proprietor and small- to medium-sized business owner. I love encouraging people to do their best and fulfill their dreams.

Is your business all that you’ve dreamed it would be? Do you have the luxury of choosing your projects? Have you formally introduced yourself to potential clients and to the world? Are you taking advantage of the nearly-free publicity available to promote your business?

Building Industry Resources can be your marketing manager, publicist, and business coach. Now, tell me about you and your company.


Post your elevator speech on the Building Industry Resources wall on Facebook.

10 Steps to Successful Business Year

A new year causes most of us to stop and reflect on past successes and failures and what we want to accomplish in the next 12 months. You may have New Year’s resolutions or on-going goals. Honestly assessing your position in your field and thinking strategically about your where you want your business or career to be at year’s end will move you towards the goals you have for this year and beyond. The following ten steps will assist you in creating a written guide to follow throughout the year.

1. Review your goals from last year. Which did you meet and which ones did you miss? Decide goals that should be carried over into this year, and the ones that can be put aside for later or disregarded altogether.

2. What challenges or obstacles did you encounter last year? List how you dealt with them and the outcomes – whether you were successful or not – and how you will avoid them in the future.

3. Define your passion. What do you really want to be doing? Are you doing it, or is your current career or business taking you in the direction of your dream? If not, how can you reconcile what you are doing now with what you want to do?

4. Define your ideal client: What do they look like? Where do they live or work? How much money do they have to spend? What type of project will they present you with? What will your working relationship be like?

5. Research your competition – their clients, service offerings, and pricing – especially your number one competitor.

6. Define where your business will be in the next year. This, along with Step 7, will probably be the longest part of the process. Take some time to visualize how your company or career will look. Walk through a typical day. Outline the financials. Determine how you want to feel on December 31st.

7. Outline the steps to make your goals for the next year a reality based on your plans from Step 6. Begin with a general outline, and then get more detailed, developing a monthly worksheet or guide.

8. Make sure all of your marketing and public relations materials are consistent with the message you want to promote over the next year. Your business cards, brochures, website, and social networking sites should communicate your brand.

9. Identify three ways to meet and engage the clients described in Step 4. Define the meeting location. Work on an appealing opening line and your elevator pitch, and describe how you can meet their needs.

10. Find an accountability partner – someone who you know will hold you responsible and will question you throughout the year to make sure you follow through with your goals and objectives.

© Copyright – Karen A. Davis. All Rights Reserved Worldwide.

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 Building Products Manufacturers and Distributors to Write

1. Why did you choose to manufacture, distribute or represent your particular product?
2. Why should an architect or designer specify your product?
3. When did you determine that you product was not best suited for a project?
4. How do you collaborate with other building industry professionals on a project?
5. What or who inspires you?
6. Describe the best application or use of your product and where it is located.
7. Describe the best project you ever worked on.
8. Describe the project you are most proud of.
9. Give advice to those considering the application or use of your product.
10. Describe the relationship between product suppliers and designers or contractors and how the relationship can be improved to better serve the end-user.
11. What trends do you foresee for the design and building industry 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.

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.

16 Articles and Blog Posts for Facility Professionals to Write

1. How did you come to be a facility professional?
2. How do you collaborate with other building industry professionals on a project?
3. What or who inspires you?
4. How do you ensure good customer service?
5. Give advice to your clients to create a smoother relationship.
6. Give advice to other service providers to create a smoother relationship.
7. Write a review of your favorite building or space.
8. Describe the best project you ever worked on.
9. Describe the project you are most proud of.
10. How did your firm or department improve the operation of any particular facility over the last 12 months?
11. Give advice to those entering the facilities profession.
12. Give advice to improve the facilities profession or the building industry as a whole?
13. What trends do you foresee in facility management for the next five or 10 years?
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.

16 Articles and Blog Posts for Contractors & Builders to Write

1. Why did you become a builder or contractor?
2. How do you collaborate with other building industry professionals on a project?
3. What or who inspires you?
4. Write a review of your favorite building or space built by someone else.
5. Write a review of your favorite building or space built or worked on by you.
6. Describe the best project you ever worked on.
7. Describe the project you are most proud of.
8. Give advice to those entering the construction industry.
9. Describe the relationship between contractors and materials suppliers and how it can be improved to better serve the end-user.
10. What trends do you foresee for the construction industry for the next five or 10 years?
11. What are the trends for your niche market in construction for the next five to 10 years?
12. What makes you a leader in your niche market?
13. Describe your hobbies and how they may relate to the construction industry.
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.