Kevin,
At face value, I agree with everything you said about developing leads and business development through digital platforms. It seems simple.
As a solo practitioner, I must push back in a friendly way. Yes, your stated method works, but for solo firms like mine (who cannot afford to hire someone - before you even suggest it), find it difficult - near impossible to find time to regularly create meaningful content. It takes having good projects to showcase (we do fewer per year than a larger firm), and it takes time - lots of it - often evenings and weekends. I say this with experience after regularly writing a blog (think | architect) from 2011 to 2019 (over 400 articles) and constantly working to fill my IG feed (@leecalisti) weekly.
Is it possible? Yes. However, we must be careful when giving out blanket answers knowing that 75% of the firms in this country have 10 people or less, 40% have 5 or less, and 25% of us are solo like me.
I have found old-fashioned BD to work by using a 3-2-1 method others taught me. Each < insert period> send emails to 3 contacts - new or existing, place 2 calls, and invite 1 person to coffee or lunch. I haven't been as diligent in this lately, but being in front of people still works in a digital world when so many can't look up from their phones and smile at the person in front of them. Sorry for the sarcasm, but it makes an accurate jab at the American culture. Residential clients often find me on Google and my website, but most of my work is commercial, which comes from tried and true methods.
Again, everything you said is true. However, we all need a clearer yellow brick road to get to the wizard.
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Lee Calisti AIA
lee CALISTI architecture+design
Greensburg PA
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Original Message:
Sent: 02-14-2024 06:02 PM
From: Kevin Harris
Subject: Houzz as a marketing tool and lead generation
Hi Arben,
Although HOUZZ can be a great tool for generating leads, there are other options I would encourage you to consider.
As a general rule, you will find success in growing your pipeline of qualified leads by acquiring, and nurturing a following on the various digital platforms. You do this by creating and regularly sharing meaningful content with those audiences and building community around your brand?
Most likely, you will find these steps to be highly effective in driving new commissions to your practice.
Effectively using digital marketing tools is a topic that will be covered in some format at both the AIA Conference in June and at the CRAN Symposium in Sept of this year.
Sincerely,
Kevin
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Kevin Harris, Assoc. AIA
Chair, 2024 AIA CRAN National
Chair, NAHB Leading Suppliers Council
Director, Sales & Marketing,
AGS Stainless, Inc.
Bainbridge Island WA
Original Message:
Sent: 02-13-2024 09:01 AM
From: Arben Sela
Subject: Houzz as a marketing tool and lead generation
Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me.
Anyone have any experience they can share?
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Arben Sela AIA
BuildPlus Architecture PLLC
West Nyack NY
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