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Marketing An Architectural Business
Posted By: ljboen* on 9/27/2004 11:20 AM (CST) 125 Points
Old Business but never have tryd to market the business with flyers or newsletters. I am affliated with some realty people who what some form of handout advertising and don't really know where to start. I need to know how to put this together for max. effect and at the same time keeping it a one page thing.

Posted by: ljboen* Author Response
9/27/2004 11:28 AM (CST)
If you would like to look at my web site for a idea of what I do type in "Osten Boen Designs"
 
Posted by: Stokefire* Accepted Answer
9/27/2004 11:39 AM (CST)
If you're going to be comarketing with Realtors this could be touchy - unless the realtor gets a commission when the client buys from you. Assuming you work something out with the Realtor...

A few ideas:
* I like the Arts and Crafts feel of your website, as will many homebuyers. Spend money on your 1 pager - Use color to show some of your houses, and perhaps some of the design elements of your homes - like stained glass. Consider this use of unique print media - transparencies, high quality/hand pressed paper.
* Find a catchy slogan "We Do Windows" with a picture of the Frank Lloyd style windows. Offer to provide a picture window for free with your designs or home builds.
* CLIENT TESTIMONIALS - more than anything else, if you can show that your homes met the needs of buyers this will get you business.


I'll let the other experts here touch on actually designing and laying out your piece.

Best of luck - and BTW - I love the work you display on your site.

Tate
 
Posted by: D4Demand Accepted Answer
9/27/2004 12:43 PM (CST)
To keep the brochure to one page, do not concentrate on what you do, concentrate on what the customer gets out of what you do.

Write it as if it were a personal letter to the mother of a client of yours to make HER feel more comfortable with the benefits your client will derive from dealing with you.( You shouldn't worry Mrs. Jones, when we do work for people they always feel positive about the experience. They get the benefits of blah and blah, blah.) By trying to describe the benefits to a third party, you will move along much more quickly.

Let the design elements be dictated by the substantial dn professional fee of your web site. However, include pictures of PEOPLE, not buildings.

Finally, read it back to yourself as if YOU were a the customer. If there is a phrase where you can say, So What? you haven't move far enough up the benefits tree to make them meaningful to the reader.

Good luck!
 
Posted by: thinkmor Accepted Answer
9/27/2004 2:28 PM (CST)
Hi Ilboen

If you've been doing this for a while you will have plenty of case studies.

If you are working on refurbishments for e.g. do a case study from start to finish or if it's new developments you will need more lifestyle emphasis.

Agree with D4 & Tate, tailor your messaging to your target audience benefits not how great the finishing is for e.g.

Agree with D4 about brand alignment with your website obviously emphasizing your website link to a specific page for more information etc.

Hope that helps too.

Zahid Adil
 
Posted by: NuCoPro Accepted Answer
9/27/2004 6:39 PM (CST)
Do a one page glossy flyer with some "grabbing" images and brief, but catchy text.

on the front put a picture of a man and women looking at beautiful lot with one of your pen & ink drawings "floating" above them as a thought box. Text is, "We turn your dreams into reality!" Next image would be the finished home, as pictured on your web site.

After that a paragraph or two about how you partner with your clients to achieve their fondest desire. Ended by directing them to your web site for more information.

On the back I would put brief "case studies" of how you fulfilled client dreams along with testimonials (and pictures).

Put your complete contact information (mailing address, phone, email and web site) on the bottom of both sides.
 
Posted by: GeeWhiz* Accepted Answer
9/28/2004 7:31 AM (CST)
The most effective piece will be one that focuses on the benefits your business offers to the end customer. Why should they work for you. What is your unique value proposition?
Try to keep the copy as light as possible and format it for easy readability. Sad truth, people just don't read. If you have any photography that shows before after or some of your best work that would also be very effective. People quickly "get it" when they can see something, especially if they can picture their problem and the solution you can provide. Afterall, for many, "it's all about them."
Good luck.
 
Posted by: Colleen Sharen* Accepted Answer
9/28/2004 8:40 AM (CST)
I've been doing a lot of marketing work with my sister, a real estate broker recently. We have been noticing that handouts and other materials just aren't working as well as they used to. People tend to glance at them and then toss

Perhaps you might consider a business card CD Rom with pictures and your background -- help people imagine themselves in a home you designed. With of course, a link to your website. Recent Canadian research (IPSOS REID) shows that over 50% of used the web in their home buying experience.

In terms of content, just think about the kind of needs previous clients and questions they ask, and help them visualize themselves living in one of your homes.
 
Posted by: norquest* Accepted Answer
10/7/2004 6:32 AM (CST)
As Colleen points out, folks tend to throw away one page flyers. Unless it grabs them somewhere.

So, here’s a slightly off-the-wall approach.

Let your one page flyer consist of questions about lifestyle and other little details that many people never think about unless asked.

This will subtly tell people how thoughtful you can be.

Turn it into a game or something with prizes and you might find people responding with interest.

Once you have positioned yourself as the most thoughtful folks around, many people will want to discuss their needs with you.

You website says you are thoughtful and never offer one-size-fits-all. Show people this without ostensibly selling. Make them stakeholders and partners in your communications.
 
Posted by: Val (Moderator)* Moderator Response
10/13/2004 8:32 PM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions. Thanks, so much, for participating!

Val (Moderator)
 


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