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Educate potential clients how to work with an architect.

  • 1.  Educate potential clients how to work with an architect.

    Posted 08-22-2012 04:10 PM
    This message has been cross posted to the following Discussion Forums: Repositioning the Architect and Practice Management Member Conversations .
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    As we have seen in numerous posts, most people don't know what an architect does.  Recently an old friend of mine got into a business venture where they need to build an office and utilitarian building. I asked him for a written description of what they needed ....  a request for proposal and took a weekend visit to talk about the project and what a RFP was and what should be in it for their use. During the visit we determined that a metal building may suite his need (I have some experience with "butler" type buildings). I said I would give them a proposal letter after I received the info and a survey and suggested they get other proposals as well (but I didn't dwell on that issue!). Over the course of a few weeks I asked about the progress of the RFP. Several months later, I actually got a response:  a plan he "drafted" and sketch from a pre-fab building manufacturer that formed the proposal they made to the entity that owns the site. The plan has no vertical or horizontal circulation and forget about egress.  Design wise the sketch is terrible and poorly drawn. They also bought a used agricultural greenhouse frame to use for part of the project. They are now in love with this scheme they concocted ...........you get the drift; you probably have all been there.  Now for the question: Is there any prepared document or brochure available to give to clients on how to work with an architect?  I explained it to him but it went in one ear and out the other, assuming he was even listening in the first place (my friend has attention issues).  The most important thing in this case I needed to convince them of was to get the architect involved from the start, but they just don't get it. I have all but written off this project but I don't want it to happen again. Help!

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    Thomas Streicher AIA
    Thomas Streicher, Architect
    Monroe NY
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  • 2.  RE:Educate potential clients how to work with an architect.

    Posted 08-22-2012 04:58 PM
    Thomas:

    The brochure, "You and Your Architect", chronicles the process of working with an architect. Hard copies are accompanied by a DVD program with Sarah Susanka, FAIA. This is an inventoried item at Balmar. A local component can certainly order copies of the brochure from Balmar (order form, see item N802). Brochures are free, except for shipping.

    You may also visit the How Design Works micro-site, http://howdesignworks.aia.org/. A .pdf version of the "You" brochure can be downloaded from the "AIA Tools for You" tab on the site. (By the way, this entire site is intended for members to use with prospective clients.)

    Regards,

    ~Susan Parrish~

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    Susan Parrish
    Manager, Knowledge Communities
    The American Institute of Architects
    Washington DC
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  • 3.  RE:Educate potential clients how to work with an architect.

    Posted 08-23-2012 11:45 AM

    Susan,

    Thanks, this was the type of thing I was looking for. I'll keep an eye out for others as well. In this particular case I could use something that has more info for a commercial project and the advantages of getting an architect involved sooner to have a positive impact on project design, public perception, stake holder review, soliciting investors etc.

    Seeing as you are a manager with the AIA knowledge communities, perhaps you can help me with another problem.  A few weeks ago I stopped getting email regarding subscribed forums, I can't figure out why. Can you help with this or direct me to someone that can? Thanks.

    Tom

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    Thomas Streicher AIA
    Thomas Streicher, Architect
    Monroe NY
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  • 4.  RE:Educate potential clients how to work with an architect.

    Posted 08-23-2012 01:08 PM
    Thanks Susan for providing this Link. I've used it before and have seen it mentioned in the CRAN discussions. It's a very useful brochure. I even refer to it during school 'Career Days' to explain our profession and process.

    -------------------------------------------
    Kristine Young AIA
    2 Young Architects
    Tarpon Springs FL



  • 5.  RE:Educate potential clients how to work with an architect.

    Posted 08-23-2012 02:05 PM
    Susan / All -

    It's great to know about the brochure. I downloaded a copy and could imagine forwarding it to certain prospective clients. However, if there is ever a future edition please ask your colleagues to consider:

    1. A web-based version, which could be an even more valuable tool (with readable text)

    2. More emphasis/  elaboration on the useful list of services on page 7
    . Most projects are not full service, especially the last few years.  Maybe an AIA document  like this already exists?

    3. Communication design.  Although it has AIA brand's high production values, the brochure is not very client-friendly.
    a. Is text less important than graphics? (!)-- many full page photo spreads (incl. two of stone walls). It took sixteen pages for a four page document. Clients are maybe think "I hear architects design more than I want, and go over budget"
    c. Style is an "issue." The projects shown may scare certain clients away? I can imagine being asked at my interview "What do you think of THAT one?" which is not a good way to start a design dialogue.
    c.  the AIA itself (two full red pages)

    I'd rather have a two-pager that talks about the fullest possible range of what architects can do, and how we are professional LISTENERS. And maybe a couple thumbnail pictures.

    All- I really enjoy reading this practice management forum. Renews faith in the profession!

    Mark

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    Mark Rylander
    CleanWave Group.com
    Charlottesville VA
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  • 6.  RE:Educate potential clients how to work with an architect.

    Posted 08-27-2012 01:13 PM
    Mark,

    The AIA Custom Residential Architects Network also have this member-created resource:
    http://network.aia.org/aia/resources/viewdocument/?DocumentKey=15b5f607-1daf-41be-8aec-ffc0c4316fb8 


    Getting There: A Road Map for Clients

    Use this booklet (shared by AIA CRAN member, Bud Dietrich, AIA) as template to create your own media to help educate clients on the design and construction process.


    -------------------------------------------
    Kathleen Simpson
    Manager, Knowledge Communities
    The American Institute of Architects
    Washington DC
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  • 7.  RE:Educate potential clients how to work with an architect.

    Posted 08-29-2012 11:48 AM
    Mark et al,

    For reference here is a direct link to the PDF: http://howdesignworks.aia.org/pdf/You_and_Your_Architect.pdf 

    1. Web based version: It is there: http://howdesignworks.aia.org/working.asp But that was in a pre-web-obsessed-world. So, perhaps pulling some of that detail from the PDF onto the web pages would improve the experience.

    2. List of Services: Would you provide an anecdote on a limited service project? Would any of the content in these resources (directed at architects, not the public) be usable, in your opinion?

    3. Formatting: Agreed. I have submitted a request to re-format for a more web optimized version. 

    Supplemental Architectural Services
     
    http://www.aia.org/practicing/akr/AIAB089194 

    AIA Best Practices - Chapter 11 Project Services 
    http://www.aia.org/practicing/bestpractices/AIAB091183 


    3a. On this FAQ page the follow Q&A are provided. Do you deem this (content-wise) an effective answer? If not, can you provide some specific thoughts on what would be needed?
    http://howdesignworks.aia.org/faq.asp 

    6. Don't architects add substantial cost to a project?
    While it's true that architects' fees are an additional project cost, hiring an architect can actually save you money in many ways. Architects can monitor your budget and negotiate to get the best materials and workmanship at a good price. An architect's design can reduce energy and maintenance costs. They can turn a difficult lot into a successful building site. And they spend time planning and fully developing your ideas to avoid changes once construction is underway. 

    Thank you for the feedback!

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    Kathleen Simpson
    The American Institute of Architects
    Washington DC
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  • 8.  RE:Educate potential clients how to work with an architect.

    Posted 08-23-2012 04:31 PM
    I make it a point to give all my "newbie" clients a copy of Gerald Lee Morosco's HOW TO WORK WITH AN ARCHITECT.  http://www.amazon.com/Work-With-Architect-Gerald-Morosco/dp/142360007X Usually I get them used on AMazaon for a few pennys to dollars and they have been very useful.
    Though I find the clients that actually read it will hire me and we have a very good relationship.  Best of Luck!

    -------------------------------------------
    Susan Welker AIA
    Architect
    Harris Welker Architects
    West Lake Hills TX
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  • 9.  RE:Educate potential clients how to work with an architect.

    Posted 08-24-2012 09:17 AM
    Thomas,

    You might check out a copy of a book I authored in 2006 entitled "How to Work with an Architect" published by Gibbs Smith.  Though written with a focus towards single family residential clients, the content builds upon best practices exampled through numerous AIA Chapter resources which have been published over the years and can be useful in the context of non-residential work.  I know that a number of our colleagues give them out to their clients as something of a primer for the architect:client relationship.  

    It is still in print and you can pick up gently used copies on the internet for a couple bucks.  
    Here's the URL on Amazon:

    http://www.amazon.com/gp/product/142360007X/102-3631612-5126567?v=glance&n=283155&s=books&v=glance 

    Please do let me know if you find this book to be helpful and also any comments you might have to improve the content as we are working on a second edition.

    Best professional regards,

    Jerry Morosco
    -------------------------------------------
    Gerald Morosco AIA
    President
    Gerald Lee Morosco Architects, PC
    Pittsburgh PA

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  • 10.  RE:Educate potential clients how to work with an architect.

    Posted 08-27-2012 10:06 AM
    If I understand the specific situation correctly, the owner came to the architect as a first step. At the risk of oversimplifying the situation, it appears that the architect effectively told the Owner to solve his own problem before the architect could work with him. 

    I have often been amused with our profession's academic approach to clients and prospective clients. Too often we expect clients or prospects to conform to an artificial formality that defined by our standard process, terminology and expectations. 

    Is this approach the result of arrogance or the failure to understand the real needs of the client? 

    Our potential client's needs are not derived with the purpose of providing architects commissions. They are the result of an Owner's objectives or needs. The architect is either an instrument or an obstacle. We have the potential to shape that opinion for each owner or client.

    Is not a great part of our potential value to owners lost when we limit our initial approach to customers to a strict interpretation of the AIA contract forms. These documents and the implied limits are extremely negative from the perspective of an inexperienced owner.  

    The future is in our hands. Owners have other choices. The architect has lost its way when we forget that the needs of owners do not always fit in our self-defined box. Yes, we would be well served if the public had a better understanding of the potential value that an architect can add to a project; but of equal or greater importance, is the fact that the architect would be well served to educate members of its own the profession the importance of addressing the actual needs of the Owner. Their needs go beyond design after a program is defined. One of our greatest strengths and resulting value is to work in a world of fuzzy information and bring understanding and direction to the situation and assist in its implementation. 


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    Jerry Childers AIA
    Principal
    Jerry W. Childers, Architect
    Malvern PA
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  • 11.  RE:Educate potential clients how to work with an architect.

    Posted 08-27-2012 04:19 PM


    Jerry, perhaps you have oversimplified the situation a bit but your point is well taken and perhaps re-phrases a portion of the question a little more clearly.

    To expand upon this specific situation a bit further; I went to the project site over the course of a weekend and discussed the project with the potential client over the course of a two days. During that time various questions arose over what the client wanted to achieve and what the needs where, both form a physical building perspective and also from a stake holder view. The client could not answer some of the questions and needed to look into it. With other questions it seemed they needed to develop the business further to answer including adding an entire building end user group to the program.  Other open issues where things like a survey of the site.  We left it at this: when they had some of the questions answered they would write them down and forward to me along with a survey of the site so I could give them a proposal. I could not figure out how to present a proposal without some of those questions answered and I conveyed that to the client. As we all know, the owner has responsibilities during a project as well as the architect.

    But it appears they have been developing the project parameters and started design related activities without an architect (see prior post).  So perhaps the tile of my original post was not the best, but this project would have been belter served with an architect, myself or not, involved sooner than later and I am afraid it is too late for this one, they got the ball rolling in the wrong direction.  I am completely sure the needs of the client have not been meet by their own efforts and the efforts of the "free design services" they received from potential contractors.  If I or anther architect do eventually get involved with this project it is already off to a bad start and I guess I am trying to find a way to prevent the same for the next one.

    I like your statement "Our potential client's needs are not derived with the purpose of providing architects commissions. They are the result of an Owner's objectives or needs. The architect is either an instrument or an obstacle. We have the potential to shape that opinion for each owner or client." It looks like I don't know how to shape that opinion, at least in this case and I think that could be the question I am trying to answer. How to shape that opinion?

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    Thomas Streicher AIA
    Thomas Streicher, Architect
    Monroe NY
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  • 12.  RE:Educate potential clients how to work with an architect.

    Posted 08-28-2012 09:15 AM
    Did I miss something in the story?  An old friend comes to you with an architectural need and you told him he had to prepare an RFP?  And then get other quotes?  Why would you not just say "give me a few of days and I'll have a proposal for you.  There are some decisions that will effect the project so we'll make the proposal for schematic design to start and we will expand it later when we work out the parameters.  We'll need to hire a surveyor...I can help with that. And then we'll start working."  Sure it's nice to have clients who know how architects work and can spell out their need in nice written form.  But good grief you had a client with a need and open to your guidance and you gave it away. 

    Tim
    -------------------------------------------
    Timothy Wall AIA
    Chief Architect
    Ken Herceg & Associates, Inc.
    South Bend IN
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  • 13.  RE:Educate potential clients how to work with an architect.

    Posted 08-28-2012 11:16 AM

    Tim, if you put it that way you can see why I need to seek help here in the forums.  Perhaps if I had more experience with proposals I could have submitted something un-specific enough to do something but as I said, there were too many un-known here and I needed my friend and his partners (some of whom are lawyers) to provide some answerers. Most of the questions that prevented me from doing a proposal didn't even involve the actual design of a building. Most of the concerns had to do with what I have been referring to as "stake holder "concerns.

    Here are just a few specifics: The site is on a small municipality owned air-port facility. The clients have to make a proposal to the city for the project. The city has to approve that proposal adding multiple layers of approvals to the project. They will not spring for a survey until they get that approval. I felt a survey is required before doing a proposal due to the active site with existing infrastructure, multiple overlapping easements, increased complicated zoning and clearance requirements, extra site security requirements etc. I tried to see if the management of the facility had an existing survey or site plan to use as a starting point and I was told the "applicant" had to ask for that directly. They wouldn't even tell me if a plan exists or not, the question had to go thru the "applicant". The same story goes for my questions on required approvals. The city won't tell me and suggested I asked the applicant, which I did. They did say if I was listed on the applicant project team they would talk to me.

    But more importantly, as it turns out, a survey isn't the only thing they didn't want to pay for before getting approval by the city. Design service is another. I got this information months after I started trying to get this job. They didn't want to pay if the project didn't get approved (but they need a design to propose?). I suggested we could work out a deferred payment schedule pending approval of the project, if it doesn't get approved, all I get are reimbursables. This would have to be in the proposal. But to take that risk, I needed to know more about the business plan, the partners, the stake holders and a little about the building requirements too.  I also needed some sort of assurance they would pursue the project with all means and not just give it a try to see what happens.

    But they started without design professional services and started on their own. Now I fear they are too far into it, so I figured I would look for info to share with a client on how to work with an architect hoping it stressed getting design professionals involved sooner than later to use in the future.  Also hoping for something to educate myself as well.

    Initially I didn't  want to go into all the specific details in this forum as I didn't think it was necessary for the discussion, I didn't want to reveal too much about the client and I also didn't want fellow architects wondering about this knuckle-head  that wants to get involved with a project that is so discombobulated before it starts. But I guess it may be relevant to the discussion after all so here it is.

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    Thomas Streicher AIA
    Thomas Streicher, Architect
    Monroe NY
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  • 14.  RE:Educate potential clients how to work with an architect.

    Posted 08-28-2012 11:53 AM


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    Thomas Streicher AIA
    Thomas Streicher, Architect
    Monroe NY
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  • 15.  RE:Educate potential clients how to work with an architect.

    Posted 08-29-2012 09:01 AM

    Tim's advice is right on target.  The best approach is to figure out how best to help the client with his needs.  In this instance, I would recommend a segmented approach to the project.  I would get them to agree to a small up front fee to get them to the point they are ready to move forward with the project, this would include concept design, helping with city approvals and coordination of surveys etc.  Reading through your responses, however I sense that this client may have unrealistic ideas about what an architect does and how we get paid.  Some times the best advice (and the hardest to follow) is to let the client walk.  In this instance, I would propose an small fee to get them through concept (enough to cover your time and expenses), and then present them with a comprehensive proposal after you have helped them define the project.  If they are unwilling to compensate you for your time in helping them to define the project, then I would move on to other work.



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    Robert Humason AIA
    Architect
    ATA Beilharz Architects
    Cincinnati OH
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  • 16.  RE:Educate potential clients how to work with an architect.

    Posted 08-29-2012 10:17 AM
    I tend to agree with Tim.  Work hourly even to work through the issues with the client.  Clients often don't know what they want or need and we should take the opportunity to provide the guidance and assist them in developing their program and masterplan.  Both services an architect should provide.  Predesign services often lead to larger project commissions.

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    Kerry Hogue AIA
    HKS, Inc.
    Dallas TX
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  • 17.  RE:Educate potential clients how to work with an architect.

    Posted 08-29-2012 01:26 PM
    Tom,

    I appreciate your response. Your frustration is real.

    Tim Wall's response is to the point. It was instructive and practical. The approach described is essentially what we do for most projects.

    The situation that you described is very common for the owner that is not a government agency or an experienced professional developer/builder. The situation that you found yourself in is the reason for my initial response. There in lies the problem with our professional education and our AIA standard contracts and educational and support materials. The implied process ignores the actual needs of the potential client and the potential client is expected to educate himself, develop a program, determine the specific requirements for obtaining a survey. Common sense and reality are lacking.

    The first thing that the potential client needs is assistance getting to the "starting block". Defining the problem and evaluating his priorities is one of his greatest challenges. With respect to business development, your "demand" that the client develop the project with specificity effectively dismissed the potential client to find his own way with people that were willing to work with him and and help him solve "his problem". In your case, the typical response for the owner would be to go directly to a metal building design/build firm because the architect was too difficult to work with. You lost the project. If he decided to develop the information as you requested and did prepare an RFP, he would most likely have needed assistance to do that and most likely would have contacted another architect. If that second architect "sold the job", you lost the project. If the result was an RFP, rest assured, he will send it to several architects for "competitive bidding". You lost the project.  

    Projects area scarce. Our profession has competition from entities other that other architects. 

    Help the client solve his problem. Do not create obstacles. Be proactive and responsive to the specific needs, abilities, and experience of the potential client. For the inexperienced owner, provide solutions for the first and most important step in the process and start the journey. If you are inexperienced in developing the "Owner-Side issues", do your homework, develop your proposal and present to the Owner. Tim's recommendations are most appropriate.

    Best of luck in the future,  

    -------------------------------------------
    Jerry Childers AIA
    Malvern PA
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  • 18.  RE:Educate potential clients how to work with an architect.

    Posted 08-29-2012 08:57 PM
    This has been a great discussion, thanks especially to the originator (Mr. Streicher) and Tim Wall.

    Just one brief additional point: how many of us have been "screwed" by providing proposals that didn't include all of the parameters for necessary architectural/planning services and programmatic analysis?  Paticularly now, with dealing in LEED/US Green Building requirements.

    There was also an earlier discussion about fees being set to traditional 40 hours per sheet, when in the days of REVIT that is ridiculous...but tell to our clients and see how they push back.  And it must be far worse in this Tea-Party led environment of retrenchment in our country.  We will never replicate the great infrastructure feats of the American past with current socio(pathic)/political attitudes that are prevalent.

    The client is always looking for their advantage, whether it is a Contractor (for D/B) or an Owner.  Idealism or altruism, either were thrown out the window a long time ago, or more likely never existed.  Naivete results.

    -------------------------------------------
    Steven Gottesman AIA
    Senior Architect
    URS Corporation
    Sacramento CA
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  • 19.  RE:Educate potential clients how to work with an architect.

    Posted 08-30-2012 10:17 AM
    A couple quick thoughts.   Thomas.  Your questions and plea for help  generated some extremly helpful responxes.  Thanks to you and thanks to those who provided useful feedback included links to available materials..

    Steven, Really?! There used to be sponges that looked like real bricks. If one could be found, you might discover that it's a great stress reliever.

    -------------------------------------------
    Robin Miller AIA
    MSH Architects
    Sioux Falls SD
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  • 20.  RE:Educate potential clients how to work with an architect.

    Posted 08-31-2012 12:38 PM
    Robin - thanks for the therapeutic advice.

    I didn't fully address Tom's concerns as well as the others - perhaps his posting triggered my own frustrations with our profession.

    Perhaps Robin is not experiencing some of the obstacles and personal frustrations that have only grown exponentially for me over recent years with our profession and our country at large.

    That's for another posting discussion.

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    Steven Gottesman AIA
    Senior Architect
    URS Corporation
    Sacramento CA
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  • 21.  RE:Educate potential clients how to work with an architect.

    Posted 08-28-2012 01:24 PM
    I have found that some clients and potential clients don't see design-parameter-research activities and design activities as separate things. So, I have adapted to serve all of their needs, not just needs that I define as design needs.

    Case in point: A partner contractor came to us with a question from a property owner: "What can we build on this site?" Rather than tossing the question back to them, we contacted real estate experts, photographed developments in the area and threw together some concept site plans showing some things that could be built, how much it might cost to build and a rough idea what the return on the investment might be (taking into account prevailing lease rates, vacancy rates, maintenance costs, management costs, financing, etc.).

    In another case, a bank that sometimes finances projects we're involved in approached us about some undeveloped townhouse property they own. The design has already been approved by the City. The project isn't moving because no one has pulled together all the property owners and put together a sales and development plan. We are now doing that.

    The old definition of "design" no longer applies.

    -------------------------------------------
    Sean Catherall AIA
    Integrated Property Services
    Bluffdale UT
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  • 22.  RE:Educate potential clients how to work with an architect.

    Posted 08-29-2012 12:12 PM

    After reviewing the post here one main simplified conclusion can be determined. I blew it.  Some suggestions you all provided, and I appreciate them all, suggested part of the services I could have proposed include helping the client determine what they need, program development and set a direction for the project. I hate to admit, I already took care of some of this. When I meet with the client at the site what we were doing was developing the program, discussing some programing options, talking about building types, building materials, HVAC, some approval issues and we even got into some access and building orientation discussions and talked about the operation of the air-port as well.  I was there for two days and if I subtract out tangent conversations we spent several hours discussing the project. We had a good start on a draft program. This is all stuff that would normally be billable but as I said, it's an old friend, I am aware I was giving some potential services away.  All this lead to the questions he couldn't answer during the meetings, questions that had to be answered to take the project to the next step, and the step we skipped to this point, an agreement. We ended with he was to make some program decisions, determine if a certain building user will be in on the project  and consult with one of his partners on a few other issues and then send me the information, so I waited for it. When it didn't arrive, what did I do? Asked where is it? "I'll send it tonight" ... didn't get it....repeat several times. I should have done something different the second or third time we went around that circle to prevent him from trying to start the design process himself.

    I guess I should have titled the original post "educate potential clients on how to work with an architect and educate architects how to work with potential clients". And yes, it feels like my brain has been picked over a bit.

    -------------------------------------------
    Thomas Streicher AIA
    Thomas Streicher, Architect
    Monroe NY
    -------------------------------------------








  • 23.  RE:Educate potential clients how to work with an architect.

    Posted 08-31-2012 09:21 AM
    Tom
    From all your posts, it sounds as though your friend wanted you to assume the same risk as he in the project.  If it was approved by the city and moved forward, everyone would make money.  If it wasn't approved, your the one who lost money.  I worked for a firm where this type of client was the norm.  Not every one, but several.  We made our decissions based on history with the client and feasability of the project.  You had a history (friend) with the potential client, but not a business history to help guide you.  I don't know enough to tell you if the project feasability was enough to tell you to jump in.  Sometimes you need to walk.
    Experience will help you make this decission and you will still make the wrong one occasionally.  As many have stated, most projects will not be a linear process from RFP to punch.  We can do many things for clients that are not well defined by existing contract documents.  Defining that work and how we are to be compensated will be the trick
    Good luck.

    -------------------------------------------
    Eric Wessels AIA
    PencilWERKS
    Dallas Center IA
    -------------------------------------------