Traditionally, architecture firms look like barbershops. Usually a sole practitioner, who sometimes has a few people working for them. They’re local. They’re in the office complex on Main St, or might even have a store front.

All the customers come because the architect plays golf at the club where all the clients play, or something like that. It’s relationships based on personality stuff and geography, rather than whether they’re the best architect for the project.

Two men play golf. One has just hit a ball and is watching its trajectory
Photo by Fancycrave / Unsplash

From a client’s perspective, the old way just doesn’t make sense anymore.

Social media has become the plumbing that carries word of mouth throughout society. It gives everyone on the internet a taste of your product, surfacing the architecture firms doing phenomenal work to a thriving global audience.

In turn, firms are starting to break the mold: they’re building widespread client interest nowhere near where they’re located.

Their clients aren’t hung up on having a local office in town, they just want to get the best people working on their project. If that’s a relationship over calls, on the internet, then that’s okay.

These firms bridge the gap by doing content. Instagram, blogs, videos— putting out thoughts and images on homes and architecture 24/7.

Conclusion

It works because the scarce resource in 2018 isn’t people looking to build the best home ever (there’s more of them in the world than ever before)… it’s attention.

You can get attention by giving away a taste of your product for free, being helpful and saying things that are true.

It’s pretty simple. Build fans, and fans become clients. It’s the best way to build a business in the 21st century.