The public is ready to listen—Architects just need to start talking

Have you seen the viral stories about the passive house designed by Greg Chasen in California that survived the recent wildfires? Shared widely across social media (shared here and here with 865k – 2.4 million views each!), the posts highlighted how good architecture can really, tangibly impact people's lives; in extreme cases, it could be the difference between an unscathed home, and losing everything. In the face of disaster, it was a powerful testament to the value of good design.

Many of you will say to me “But Amy, of course it survived. It uses the basic principles of good design that we all learn in architecture school!”. And my reply will always be, “So why don’t the general public know about it?”

What’s interesting about these posts is that they reveal something much deeper:

1. The public suddenly understands the value of an architect;

2. They’re eager to learn more;

3. And lastly – and perhaps more importantly - it’s highlighted how architects have been too quiet about sharing the value of their own profession.

If these viral posts have shown us anything, it’s that people are hungry for insight into what architects do and how their expertise can have a bigger impact beyond the world of beautiful design. Yet, many architects struggle with sharing the value of their work because they fear it will come across as ‘selling’ themselves. The result? Architecture as a whole remains undervalued, and the public—the very people architects aim to work with—often remains in the dark about why it’s worth engaging an architect in the first place.

Why architects need to step out of the shadows

There’s a common misconception that marketing means selling yourself to gain visibility. Architects are trained to design, not to promote, and this can often make sharing their value feel uncomfortable. Instead, many wait to be discovered—hoping their work will speak for itself and they'll be invited to the table. But as the California fires have shown, waiting isn’t enough. As a result of those social media videos, millions of people now understand more about the power of architecture - all because someone (who wasn't even the architect who designed the home) took the time to highlight it, and explain it in a digestible way. So why not tell these stories from first-hand experience instead?

Turning knowledge into value

There is plenty architects can learn from this type of content and apply it to their own marketing. Let's look at five ways to showcase your expertise in a way that’s valuable to your audience while benefiting the profession as a whole:

1. Tell relatable stories
   Use real-world examples to illustrate your impact. For instance, share the design decisions behind projects that improved safety, livability, or sustainability. Explain how factors like site context, passive design, and material choices contribute to long-term benefits. Stories like these resonate because they show, rather than tell, your value.
   

2. Step outside the bubble
   Too often, architects create content that's already aimed at an educated audience of their peers. Instead, focus on the general public and potential clients. Use your website, an email newsletter, or social media platforms like Instagram, LinkedIn, or even TikTok to break down complex ideas into digestible, engaging formats. Simplifying it doesn’t mean you’re dumbing it down – it’s about educating your audience rather than overwhelming them.
   

3. Speak to Real Challenges
   Align your messaging with the challenges your clients and audience are facing. Have a project that lies within a fire- or flood-prone area? Share insights on design choices that can benefit them in these situations. Are clients always asking the same questions on the same topics? Explain it in ways that are smaller and easier to digest.
   

4. Educate without selling
   Focus on educating your audience about how architecture improves lives and the communities around them. When people see the practical benefits of your work, they’ll naturally understand its value without feeling they’re being “sold” something.
   

5. Be Proactive, Not Reactive
   Most importantly, don’t wait for someone else to highlight your work. You have the platforms and the freedom to share your value directly with your audience! Create regular content that showcases your expertise. Write articles for your website, create bite-sized pieces of digestible content, use video to share your expertise, or publish case studies that demonstrate the “why” behind your designs. Proactive communication helps build a narrative around your work and establishes you as a trusted voice.

Architecture has always been about more than aesthetics. But if architects don’t communicate their value, how will the everyday person understand? If you can proactively share your knowledge, you’ll empower not just your clients but entire communities to make better decisions about the built environment around them.

Start by sharing your expertise in ways that are accessible and relevant, and you will help the public see the value of architecture not as a luxury but as an essential investment in their future.

Your potential clients are ready to listen. You just need to start talking.

The passive house featured in this article was beautifully designed by Chasen Architecture

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