Angela Rheinlaender, Studio 203
Photography supplied
ARCHITECTURE MARKETING 360: CASE STUDY #12
Angela Rheinlaender, Studio 203
Since Angela completed the course in the first cohort, she has implemented several key lessons that she learned in the program. These include:
reframing the practice website in a client-focussed way, and highlighting Studio203’s unique approach, which combines architecture and property development skills and experience;
introducing a fee-based initial consultation to assign value to Studio 203's time and expertise in undertaking site and brief appraisals; and
reformatting Studio203’s fee proposal into a client-centric brochure, which includes a new visual journey of the stages from sketch design to post-construction.
Read more about her experience of doing the course below, and visit the Studio 203 website here.
“No other CPD course has been quite like Rachael's Architecture Marketing 360 course.
Beyond an in-depth insight into the technicalities of architectural marketing, this course asks participants to identify and rethink the principles of their current marketing position and strategies, and experiment with new channels.
— Angela Rheinlaender, Studio 203, Australia, 2020
Angela found the insights contained in the course - and the practical nature of the lessons - extremely valuable.
She recommends the course to architects and wrote:
“No other CPD course has been quite like Rachael's Architecture Marketing 360 course. Beyond an in-depth insight into the technicalities of architectural marketing, this course asks participants to identify and rethink the principles of their current marketing position and strategies, and experiment with new channels.
Lilyfield House by Studio 203.
Photography by John Gollings.
Rachael's course is results-focussed, with outcomes directly applied to one's own practice. We amended our website after we learned that it insufficiently addressed potential clients or spoke their language, nor did it incorporate our unique selling proposition of having architecture and property development degrees and experience.
We identified that the property development background has particular benefits for our customers during procurement and has resulted in more economic outcomes on projects. It also opened up new ‘offerings’ for our potential customers when they are looking to develop for investment, in the form of pre-purchase feasibility studies to explore development potential of sites.
AM360 also prompts architects to think about their ideal customers and to set client parameters. The purpose of marketing is eventually to make profit by attracting good-fit customers, so it's important to bring in efficiency and filter out timewasters.
As a result of what we learned in the course, we introduced a fee-based ‘Initial Consultation’. We believe that our time and expertise is valuable, and good clients will show appreciation of that fact early on in the process.
In order to speak more directly to our clients – who typically have little knowledge about the steps and deliverables involved in realising their dream home – we also re-formatted our fee proposal forms as a brochure, and included the steps from sketch design to post construction as a visual journey.
I would recommend this course to architects: it’s probably the most informative CPD course I have done so far, and it prompted me to take action and implement what I learned, to improve our practice marketing.”
“Rachael's course is results-focussed, with outcomes directly applied to one's own practice.
I would recommend this course to architects: it’s probably the most informative CPD course I have done so far, and it prompted me to take action and implement what I learned, to improve our practice marketing.”
— Angela Rheinlaender, Studio 203, Australia, 2020