How to use websites and magazines to market your architecture practice

A few weeks ago I asked you to send me examples of ways that architects add value to projects, and today I have a great example to show you, which might inspire you to adopt a similar approach in your own marketing.

It’s a residential project by Sydney-based architect Kitty Lee, and she approached me (with my journalist’s hat on) to discuss getting it published several weeks ago.

Yesterday, the resulting story appeared on HabitusLiving; it’s currently showcased as the first project on the home page carousel (as you can see in the screenshot below).

Kitty' Lee Architect’s Cubby Cottage on HabitusLiving.
Photography by The Palm Co.

This project is significant because the clients had received advice from another design professional to update the house without altering the internal floor plan, but their builder recommended they discuss their options with Kitty before going down that path. (Incidentally, this point underscores the power of Referrals in your team of consultants, collaborators and suppliers!)

After meeting with the clients and considering the opportunities and constraints, Kitty suggested they should transpose the location of the two bathrooms (which occupied the prime spot at the rear of the house) with the living space (in the centre, under a compressed ceiling height, thanks to a mezzanine attic room above).

Making that switch enabled Kitty to include a walk-in pantry and laundry – items that were not on the clients’ original wishlist. And the expanded open plan living space at the rear takes advantage of the larger volume, including existing clerestory windows that offer glimpses of the sky and treetops.

A few other key design moves (shifting the stair out of the hallway, installing new skylights in the stairwell, fully enclosing the mezzanine on one side, and including a cubby under the stair for the couple’s dog Chowder) enabled Kitty to maximise the potential of this compact two-bedroom cottage without extending the footprint at all.

Back room next to the bathrooms - before.
Image supplied by Kitty Lee

To me, this project is an excellent example of how architecture has the capacity to add untold value to a renovation – and to exceed the client’s expectations of what’s possible – and deliver a spectacular outcome. 

Kitty’s use of a cohesive material and colour palette draws together old and new elements at the front and back of the house; the colour scheme was inspired by the terrazzo benchtop that is a prominent feature in the new kitchen (see the article on Habitus for all the ‘after’ shots).

As architects, it’s no longer sufficient to just do great work, and then let it speak for itself. The competitive market place is crowded and noisy, and your work may never see the light of day.

So, if you’ve completed a project as clever as this, you should promote it via multiple channels in ways that will connect and resonate with your prospective future clients. 

Hallway - before.
Image supplied by Kitty Lee

That includes publishing in magazines or on websites that they are likely to read; across your various social media platforms (using customer-centric messaging); via any suitable awards programs; and in your own practice newsletter and website.  

And it’s worth restating here that when your project is selected to feature in a magazine or website – or it receives an award – that impartial editor or jury bestows social proof on your work, which makes it more credible and convincing in the eyes of your future clients.

Better still, if you have also gathered client testimonials – about the unexpected value and delight that you delivered – you can use your clients’ words to describe the project and explain how your practice is ideally placed to solve similar and related problems and issues for future clients.

The kitchen and intrusive staircase - before.
Image supplied by Kitty Lee

A lot of architects promote their work across a range of marketing channels, but few ensure that their outward-facing messaging is framed in ways that will easily connect and engage with future clients. 

By getting this balance right, you can ensure that any publicity opportunities you generate will deliver both brand awareness AND lead generation, so the phone keeps ringing and your practice keeps winning new work.

And isn’t that the entire point of marketing your architecture practice?

If you have a great example of how architects add value to projects that you’d like to share for my upcoming list, please email it to me. And if you’d like to find out more about how I help architects reframe their marketing to focus on speaking to future clients and bringing in new work, take a look at my Review + Reset package here.