Date: July 12th, 2024

Location: Jacobs, San Francisco

Led by: Jane Wan, AIA, NCARB and Iva Monterrubio Langrova, Assoc. AIA, LEED Green Associate

2024 Executive Committee: Chair: Madhubala Ayyamperumal, Assoc. AIA

Graphics Advisor: Sreedevi Krishnan, Assoc. AIA

Session Sponsors: ACS Architects, AIA San Mateo County, Ana Williamson Architect, CIS Insurance Agency, Jacobs, VON CLEM Construction

Overview

In Session 05, the AIA Silicon Valley’s CKLDP scholars gathered at the stunning Jacobs office in San Francisco for a three-part series on “Closing the Deal.” The focus of the session was on effective strategies for marketing architecture firms to attract new clients and build strong client relationships. The ultimate goal was to secure more dream projects and create greater value for both clients and firms.

Activity 1: Presentation on Marketing Architectural Firms

The Architect Marketing Institute, Eric Bobrow

The session commenced with an insightful presentation by Eric Bobrow from the Architect Marketing Institute, emphasizing strategies to enhance the value of architectural practices and achieve dream projects, referred to as “Sunshine Island” projects. These projects are not only creatively fulfilling but also command higher fees.

Bobrow introduced the Pareto Principle, also known as the 80/20 rule, illustrating that 20% of efforts typically yield 80% of results. He elaborated on his nine-step program designed to help small firms maximize their impactful efforts and work more efficiently to increase profitability.

Key techniques discussed included:

1. Specialization: Becoming an expert in a specific project type or niche to stand out in the market.
2. Value Communication: Enhancing how architects convey the unique value they provide to clients.
3. Unique Selling Proposition (USP): Developing and perfecting a distinct USP that differentiates the firm from competitors.

Eric also proposed a practical approach to bridge the gap between initial client meetings and securing large contracts. He suggested charging small fees for initial consultations and studies, which not only reduces the amount of free work architects often perform but also helps clients appreciate the value of the services provided from the outset. This strategy aims to foster a more professional and profitable engagement process.

Activity 2: Discussion and Interactive Activity

CulvaHOUSE – Resource for Design and Architecture

Tim Culvahouse, FAIA

Tim Culvahouse, FAIA, led an engaging discussion on enhancing presentation and communication skills. He reiterated the 80/20 rule within the context of communication, suggesting that effective communication is 20% about how it is received (“catch”) and 80% about how it is delivered (“throw”).

Culvahouse’s discussion focused on several key principles for improving pitches and presentations:

1. Understanding the Audience: Recognizing who your audience is and tailoring your message to their needs and perspectives. This involves researching the audience beforehand to understand their expectations, preferences, and level of knowledge about the subject matter.
2. Simplifying Language: Using clear, concise, and straightforward language to ensure that your message is easily understood. Avoiding jargon and overly technical terms helps make the presentation accessible to a wider audience.
3. Structuring Communication as a Conversation: Engaging the audience by structuring your presentation to feel like a dialogue rather than a monologue. This can be achieved by asking questions, encouraging interaction, and being responsive to audience feedback.

To reinforce these principles, the scholars participated in a series of practical exercises:

• Architectural Enthusiasms Exercise: Scholars created lists of their architectural interests and passions. They then shared these with their peers through sketching, practicing their ability to sketch in real-time in front of an audience. This exercise demonstrated the power of sketches or diagrams to communicate ideas effectively by focusing on essential elements that might be overlooked in photographs.
• Networking and Mentorship Worksheet Activity: Scholars completed worksheets designed to help them think through strategies for networking with experts and finding mentors aligned with their architectural interests. The activity included practical tips for initiating and sustaining conversations with industry leaders and experts.

Overall, Culvahouse’s session emphasized the importance of intentional, audience-focused communication and provided practical tools and exercises to help participants improve their presentation skills and professional interactions.

Activity 3: Panel Discussion

Eric Bobrow

Tim Culvahouse, FAIA

Aaron Jon Hyland, FAIA

Heewon Park, AIA

The panel discussion featured insightful contributions from the first two speakers, alongside Aaron Jon Hyland, FAIA, and Heewon Park, AIA. Aaron Jon Hyland, a consultant specializing in practice strategy and firm management, brings a wealth of experience in historic preservation and cultural heritage from his role as Managing Principal at Architectural Resources Group. Heewon Park, an architect and design lead at Jacobs, also shared valuable perspectives.

The panelists offered a variety of advice on key topics relevant to architectural practice and firm management:

1. Deciding on Job Pursuits:
   
   • The importance of strategic decision-making when selecting which jobs to pursue, particularly in the context of time-consuming RFPs (Requests for Proposals).
2. Debriefing After Wins and Losses:
   
   • The necessity of conducting thorough debriefs after both successful and unsuccessful project bids to learn and improve for future opportunities.
3. Enhancing Interview Processes:
   
   • Encouraging a proactive approach to interviews by asking targeted questions that can lead to improved strategies and outcomes.
4. Building Client Relationships:
   
   • Emphasizing the importance of strong client relationships and referrals. Trust is built through responsiveness and over-communication, ensuring clients feel heard and valued.
5. Clarifying Project Scope, Budget, and Timeline:
   
   • The critical need to clarify and validate the project’s scope, budget, and timeline before commencing work to avoid misunderstandings and ensure alignment with client expectations.
6. Learning from Experience:
   
   • Referencing Jack Macalister’s “60 Years | 10 Lessons,” the panel highlighted key takeaways from long-term experience in the field.
7. Collaborative Work Environment:
   
   • Promoting a collaborative work environment where partners work together rather than compete, fostering a more cohesive and productive firm culture.
8. Succession Planning:
   
   • Stressing the importance of starting succession plans at least five years in advance to ensure a smooth transition and continuity within the firm.

The discussion underscored the need for strategic planning, effective communication, and continuous learning to achieve success in architectural practice and firm management.