The A/E/C Hot Takes I’ll Say So You Don’t Have To

I’m approaching five years working as a marketing professional in the A/E/C industry. Last year, I made the transition from working at a large international architecture firm to a woman-and-majority family-owned local construction company (Cahill Contractors). While I haven’t worked for an Engineering firm in the A/E/C industry, I’ve come to witness some distinct differences and similarities. Disclaimer - these opinions come from my personal experience, but I bet others would agree. Do you? 

Hot Take #1: Marketers are the Backbone of the A/E/C Industry

If you’re a fellow marketing professional in this industry, this probably won’t surprise you. If you aren’t a marketing professional, you may not be aware how much goes into this profession. 

Marketers serve as the bridge between A/E/C firms and their clients, helping to attract, engage, and retain clients while driving business growth and success in the industry. We wear many hats – from market research and analysis to building brand awareness and content creation. From my experience in both construction and architecture, these hold true. 

We understand the importance of first impressions, quality content, and relationship building – both internally and externally. Marketers identify potential projects and opportunities for the firm to pursue, and we provide valuable insights to inform business decisions and tailor marketing strategies to the needs of the client. If we aren’t winning new projects, there are no projects. We push the envelope every time, pulling from our lessons learned and hard-fought battles. Sometimes I don’t think we get the recognition we deserve and that should change. Maybe we need our own marketing strategy. 😉 

Hot Take #2: The Power of Place Can Only Be Felt Locally

While at the international architecture firm, I was working on pursuits for projects all over the country: Salt Lake City, New York, San Diego, Columbus, Seattle, etc. The project teams themselves weren’t even local to where the projects were located. While this pursuit strategy gives architects more opportunities to find new and exciting projects, it can put a strain on the office culture itself. My previous office was essentially split between two projects: one in Southern California and one in Utah. Our office was in San Francisco. Not only did it not encourage collaboration between the two project teams, but it begged the question of what the incentive was to build relationships locally if we were winning projects in different cities. I found it difficult to find the resources and the desire to build roots in San Francisco. While it’s a blessing not to be tied down by your location and still produce excellent design work, it can still lead to a feeling of disconnect with your local area.  

Now, working at a local construction company, the power of place is almost palpable. I feel the connection my colleagues have with their projects. Some of my colleagues live down the street from a Cahill project. We see first-hand how much infrastructure can affect our communities. We recently completed an affordable housing project for local public school educators and it’s amazing to see the impact that it is making on their lives. It’s easier to feel connected to your work when you feel like you’re making a difference with your professional relationships and in your local community. 

I’m not saying one is better than the other – they’re just different. If most projects aren’t local to your office location though, I believe it’s still critical to allocate resources to establishing relationships with local A/E/C firms and the community at large. Relationship building will always be paramount in this industry, and you never know how that will blossom. 

Hot Take #3: Clients Tend to Have Higher Visual Expectations for Architecture Proposals vs. Construction / Engineering Proposals

I’ve noticed many clients have the expectation that architectural proposals have a certain level of design look and feel which is vital in the selection process. That’s not to say clients are okay with lackluster and unorganized construction or engineering proposals. However, at the end of the day, those clients care about how the final design will look and can base that on the look and feel of a proposal. Construction and engineering proposal requests are required to have the not-so-attractive forms, legal jargon, estimations, cost breakdowns, detailed schedules, etc. This is why the clients’ expectations are lower with how the proposal may look. They know engineering and construction firms hold most of the financial and legal liabilities and have more requirements. 

I feel clients tend to get more excited about architecture proposals and therefore have higher expectations for what the response package should be. Clients worked so hard for their project to come to fruition that they want it to be the most appealing and innovative it can be. 

Nonetheless, this can make life hard for marketing professionals in both sectors. Architecture proposals need to be beautiful, seamless, and showcase a unique design philosophy, whereas construction / engineering proposals need to be thorough, comprehensive, and straightforward, leaving little room for creativity. This perception trickles down through the interview process and even during the project. 

Regardless of the exciting design, it’s still important to instill in clients the value of quality construction and engineering. Staying on time and on budget, minimal disruption to the surrounding community, and constructing a building that will withstand the test of time are just as important criteria as an innovative design solution. 

Final Thoughts
Marketers serve as the vital link between A/E/C firms and clients, driving growth through various strategies. Locality plays a significant role, fostering deeper connections within the community. Additionally, there are differing client expectations regarding proposal aesthetics between architecture and construction/engineering sectors. Despite these differences, it's essential to communicate the value of quality beyond aesthetics. Through these insights, I advocate for a more nuanced understanding of the multifaceted role of marketers within the A/E/C industry.

What are your hot takes?

Hannah Johnson is a Marketing Specialist at Cahill Contractors. Connect with Hannah on LinkedIn!