The value of marketing in architecture practice
I listened to Ben and Nic’s conversation on their YouTube channel for Bowerbird recently (which, funnily enough, came from a conversation we had on LinkedIn), and it was full of gems about the role of marketing in architecture practices. Here are a few thoughts that stood out for me in their conversation that could be useful for you in your practice:
1. Marketing works—but only if you know what you want
A big reason architecture practices struggle with marketing is that they haven’t taken the time to define their direction. They’re stuck in a reactive cycle, unsure of what they truly want to attract. Clarity—on values, ideal projects, and audience—is what makes marketing effective. Without it, marketing efforts can feel scattered and frustrating.
2. Trust the process (and the professionals who support it)
Marketing isn’t a one-and-done exercise. It takes time to build trust, nurture relationships, and see results. The practices that succeed are the ones that commit to the long game. There’s often hesitation to outsource marketing, but trusting the right expert—one who understands architecture—can make all the difference.
3. Marketing supports every stage of business development
Tender writing is a technical skill that sits outside marketing, but the two should work together. A strong marketing strategy nurtures potential clients long before a tender submission even happens. It’s about educating, informing, and staying top of mind.
4. Defining your ideal client is not limiting—it’s liberating
Many small practices avoid defining their ideal client out of fear they’ll lose work. But the reality? Being clear about who you want to work with attracts more of the right projects and builds a sustainable business.
5. Educating the public about architecture is essential
There’s a fear that simplifying what architects do makes the profession seem less valuable. But the opposite is true. Clear communication helps potential clients understand the role of an architect, making good design more accessible and valued.
6. Marketing isn’t just admin—it’s a leadership role
Marketing roles can be undervalued within practices, seen as a business or admin function rather than a strategic leadership role. But strong marketing leadership is what helps practices evolve, grow, and remain resilient in a fast-moving industry.
7. Marketing strategies need to be flexible
The post-COVID market moves fast. Successful practices assess their marketing efforts regularly—monthly check-ins, quarterly refinements—to ensure they’re adapting to what’s working (and what’s not).
8. Content marketing starts long before the photos
Marketing doesn’t begin when the project is complete—it starts during the process. If you’re waiting for the final photography before sharing your work, you’re missing valuable opportunities to engage your audience. Documenting your approach, decisions, and behind-the-scenes moments throughout the project helps build anticipation, educate potential clients, and position your expertise long before the final images are ready. A great project image might get attention, but it’s the story and design ideas behind it that make marketing effective.
9. Simplicity beats overcomplication
Some people expect an elaborate marketing plan, but the best strategies start simple. The goal is consistency—building a strong foundation first, then refining and adding complexity based on what actually works.
10. It’s never just one thing that makes marketing successful
Marketing isn’t about a single campaign, post, or initiative. It’s a collection of intentional activities, all working together toward a long-term vision. The key is to trust the process, experiment, adapt, and stay committed.
If any of this has resonated or you’re feeling stuck with marketing, this conversation is a must-listen - take a listen below. Thanks again to Ben and Nic for sharing such a thoughtful and honest discussion! And of course, if you need help with your marketing, we’re always here to help - check out our services.