Someone once told me a very valuable marketing principle that said, if you want to marry a rich woman, have to date rich women. I found this to be a very sound marketing principle. When it comes to a construction company, where do you find the rich women? My experience is most really good jobs come from architects. So if you know enough of the right architects, and have a good relationship with those architects, you’ll get a chance at all of the good work you want.
My clients tell me; well it’s not easy to get to see those architects. I disagree. By using a website like Houzz.com®, that lists all the architects that you want. It is very possible to find the right architect. You have their name, address, and phone number. From a marketing perspective that’s the most difficult part. The Simple truth is if you have the right relationships with enough of the right architects, you get all the work you want. So the challenge is, how do you get them to meet you?
I suggest to my clients that they interview the architect as much as the architect interviews them. Architects get about 50% of their work from contractors. So they are as interested in you, as you are in them. When you call them, let them know where you found them, (On Houzz.com®, referral, website ect.) and you’re very impressed with their work. After introductions, simply cut to the chase. Tell them you are looking for a good architect to refer to, and that’s why you want to meet with them. This works even better if you have a job to refer. If you do have a job to refer, I suggest you meet with several architects to get the most bang for your buck. Referrals in the construction industry are a type of currency, so spend it wisely. When you interview the architect make it mostly about them, not about you. Find some common ground to build a relationship upon. Whether it is construction, fishing, or biking find common interests. Remember you may not get a referral from this architect immediately, but you must have a good relationship for the future. A good relationship is probably going to take five or six visits. So persist, and don’t give up!
Make sure that before you leave the architect’s office you have the next meeting scheduled. Keep the meetings and the relationship up, until hopefully, they give you the opportunity to bid some work. The first visit is meaningless without three or four follow-up visits. Most contractors give up way too early in this endeavor. The contractor figures the architect knows what he is, and who he is. He hands the architect his business card, and asks if he has any work to give them a call. This is simply not how it works. Unless you make a sincere effort to maintain and improve the relationship, you will never get a referral from an architect. If the first visit is the architect telling you about themselves, the next visit can be about you. The third visit might be observing a job. The next visit could be having lunch, or some excuse to get together. Keep the ball rolling. Keep the relationship going. Stay at the top of the architect’s mind, if you want this to work. This is really where persistence pays off. If you’re not willing to persist to five or six visits, months of effort will probably be a waste of time.
