Jon is joined by leading architect marketing coach Richard Petrie. They discuss effective marketing systems tailored to consistently attract the right clients and projects for architects and design professionals. Richard, co-founder of the Architect Marketing Institute, shares insights into building a systematic approach to marketing, shares the importance of niche marketing and a consultative sales process. They explore specific strategies such as creating offers that appeal to clients at different stages of their readiness to hire an architect. Richard shares success stories and provides practical advice for transforming architecture practices through targeted marketing efforts.

Today's Guest...

Richard Petrie is the world’s foremost architect marketing coach & the co-founder of The Architect Marketing Institute - a leading provider of marketing training and resources for small-firm architects and building designers. Their mission is to enable motivated architects to find freedom and fulfillment through exceptional projects and exceptional income. Richard brings a high performance mindset to marketing for his architect clients all around the world. And he’s joined me on this episode to share some of his expertise with you.

Episode Highlights...

00:00 Introduction

02:19 Introducing Richard Petrie

05:13 Challenges Architects Face in Marketing

14:32 High-Level Marketing Strategies For Architects

18:50 Creating Effective Offers

25:24 Common Pitfalls in Traditional Sales Approaches

26:19 The Value of Paid Diagnosis and Research

28:29 Four Offers for Different Client Stages

30:50 Filtering Clients Through Offers

31:24 Nurturing Clients Over Time

33:34 Customising Offers for Specific Projects

35:06 Case Study: Success with Niche Marketing

39:52 The Importance of Marketing for Architects

42:18 Final Thoughts and Key Takeaways

44:39 Personal Insights and Travel Experiences

46:54 Connecting with Richard and Show Wrap-Up

Key Takeaways...

You should have a clear target. Knowing exactly who your ideal client is will help you attract the projects you like. Imagine fishing with the right bait for the right fish.

Use a step-by-step marketing plan. Create systems for marketing your services which involve several steps—like different offers for clients at various stages. This helps you guide them through their journey.

Say no to bad projects. If you have plenty of good projects lined up, you can easily say no to the ones that don’t suit you. This way, you won’t feel stuck doing work you don’t enjoy.

Links Mentioned In The Episode...

Click here to learn more about The Architect Marketing Institute

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