Marketing for Architects | Royal Architectural Institute of Canada

Marketing for Architects

For Architects Series - Marketing for Architects Poster

Marketing for Architects Lesson Units 1-4 are now available to stream!

In Marketing for Architects, you’ll learn the fundamentals of marketing, business development and networking, and how to apply them directly to your professional service firm. Learn how to create a marketing plan focused on your ideal client and designed to deliver on your business goals. Learn how to communicate your brand’s message and unique value to clients, referrers, and your team. This course presents architects and firm owners with the strategies to set business goals and be successful in their practice.

This on-demand course begins with an introduction to marketing for the Architecture, Engineering and Construction (AEC) industry, and provides participants with the skills and tools necessary to create a marketing plan, deliver client-focused messaging, and build a pipeline of prospective clients. This course has been designed with industry-leading professionals in marketing and business development and is tailored for the AEC industry.

BONUS: Lesson Unit 1: Introduction to Marketing is FREE for RAIC Members. Get started building the practice you want today!

Why take this course:

  • Focused on marketing and business development for architects.
  • Relevant information and resources all in one course.
  • Flexible learning – participate in lessons that are applicable to your goals.
  • A tailored course workbook gives you a marketing plan you can implement immediately.

Course Features:

  • A tailored course workbook that participants can complete as they take the course,
  • *FREE first lesson unit to get your started with setting your goals,
  • Flexible learning – take the lesson units at your own pace,
  • Content is tailored to architects and you can find everything you need in one spot —don’t go searching for information on how to market, we've done all the hard work for you,
  • Feel confident in your marketing plan and practice goals – this course gives you the tools to set your goals, make decisions and implement them.

*Free for RAIC Members

Lesson Unit 1: Introduction to Marketing - Available to Stream!- Free for RAIC Members

Summary: In this lesson unit, you will learn about the fundamental concepts of marketing and business development for architecture firms. This lesson unit will discuss the importance of practice development goals for an architecture firm and how to achieve them.

At the end of this Lesson Unit, you will be able to:

  1. Identify what's involved in successful practice development,
  2. Describe the difference between marketing services and marketing products,
  3. Define a practice development goal.

Lesson Units Included in the Fundamentals of Marketing Bundle

Lesson Unit 2: Develop a Marketing Plan that Generates the Clients you Want - Available to Stream!

Summary: In this lesson, you will learn to create a marketing plan focused on your ideal client. This includes an overview of the core components of a marketing plan, as well as Key Performance Indicators (KPIs) and the resulting action plan.

At the end of this Lesson Unit you will be able to:

  1. Identify practice development objectives, in order to focus marketing efforts on the firm’s goals,
  2. Identify and prioritize the firm’s ideal target audience,
  3. Formulate marketing strategies to meet practice development objectives,
  4. Evaluate marketing options based on the firm’s situation,
  5. Build an action plan to guide the implementation of the marketing program,
  6. Define what Key Performance Indicators are and how to use them,
  7. Identify appropriate metrics to measure success.

Lesson Unit 3: Stand out with Value-Based Marketing -Available to Stream!

Deliver client-focused messaging on the firm website, on proposals, and across marketing collateral. The topics include points of difference, selling benefits vs services, and accessible language.

At the end of this lesson unit, you will be able to:

  1. Differentiate between client-focused and firm focused marketing
  2. Differentiate between client-focused and firm focused language
  3. Analyze the audience’s needs, motivations and sense of value
  4. Define a firm’s value based on the client’s terms
  5. Evaluate the effectiveness of value-based marketing examples
  6. Identify opportunities to apply value-based marketing and accessible language

Required Resource: Beckwith, Harry. Selling the Invisible: A Field Guide to Modern Marketing. New York, Business Plus. 2012.

Amazon: Kindle Version | Paperback Version

Indigo: Paperback

Book Outlet: Paperback

*Required for Lesson Unit 3

Lesson Unit 4: Build and Maintain a Pipeline of Suitable Prospective Clients -Available to Stream!

From website to Search Engine Marketing to social media and newsletters, learn how to nurture leads with quality content and a lead management system.

At the end of this lesson unit, you should be able to:

  • Identify the tools available to build a pipeline of prospective clients
  • Assess what’s involved in building a business development system
  • Select the most suitable business development tools
  • Oversee the development of a system to create and nurture leads
  • Predict how messaging should evolve in a turnkey lead generation system

Subject Matter Expert

Potrait of Sandra Bekhor

Sandra Bekhor

M.B.A., B.Sc. Architecture

Practice Development Consultant

Sandra Bekhor founded Bekhor Management in 2005 to enable professionals to realize the vision for their practice from start-up through to succession planning, through the development of business and marketing strategies and the enhancement of company structure and process.

Sandra has helped small to mid-sized Canadian professional practices successfully emerge in the modern marketplace, using meaningful marketing and leadership specific to architects, interior designers, engineers, lawyers, medical clinics, consultants and accountants.

Sandra regularly speaks, teaches and writes about practice development for various professional associations and publications, including Ontario Association of Architects (OAA), IIDEX, Interior Designers of Canada (IDC), Ontario Association of Naturopathic Doctors (OAND), Law Society of Ontario (LSO) and the Ontario Bar Association (OBA). In partnership with Toronto Lawyers Association, Sandra co-founded, ‘Keeping it Social’, a LinkedIn group for law firms that meets quarterly to learn practice tips and network. Recent examples of accredited seminars include:

Sandra is writing a chapter on the role of LinkedIn in a marketing plan for the 2nd edition of ‘Marketing Techniques for Law and Professional Practices’, which will be published by the American Bar Association in the Spring of 2021.