Jon chats with Brian McCartney, CEO of ArchMark Branding and Marketing for Architects. Bryon, who has founded five successful creative service firms, shares strategies for transforming architectural practices into creative powerhouses. They discuss the importance of strategic planning, the misconception about sales in architecture, and the benefits of community involvement for solo architects. Bryon also shares his personal and professional experiences, including his passion for photography and his journey in the business world.

Today's Guest...

Bryon McCartney is CEO at Archmark (* pronounced Ark-Mark) Branding and Marketing for Architects and a certified coach through Donald Miller’s Business Made Simple program. Bryon has helped 3,000+ architects increase their firm’s visibility and influence so they can win better projects. Bryon has travelled around the world and calls himself an ”Archi-Geek.” He has been featured on ArchDaily, ArchiBiz, Business of Architecture, Entrearchitect, Zweig Group, and many others.

Episode Highlights...

00:00 Introduction

01:50 Brian McCartney's Journey into Photography

04:35 Founding and Managing Creative Firms

10:05 Approaching New Ideas and Opportunities

17:25 Sales Strategies for Architects

22:50 The Importance of Strategic Planning

26:51 Client Success Stories

27:24 The Importance of Strategic Planning

28:01 Writing Effective Business Plans

29:21 Building Trust with Clients

29:51 Common Mistakes in Proposal Processes

32:14 Revamping the Sales Process

36:46 The Value of Community for Architects

39:55 Final Thoughts and Takeaways

43:08 Favorite Travel Destinations

45:27 Connecting on Social Media

46:56 Closing Remarks

Key Takeaways...

Importance of Trust in Client Relationships: Instead of sending proposals and hoping for a response, it's more effective to engage in a process that involves multiple interactions to build a rapport and understanding.

Sales as Solutions: Architects should shift their perspective on sales. Instead of viewing it as a sleazy necessity, they should see it as an opportunity to provide solutions to clients' problems. Effective sales strategies focus on the clients' needs and how the service can meet those needs, rather than just the design aspect.

Strategic Planning: Running a business without a plan leads to reactive management. Strategic planning helps set clear goals and benchmarks, giving a business purpose and direction. This process should be simple, systematic, and regularly revisited for continued success.

Methodical Approach to Opportunities: Adopt a careful approach when considering new ideas or trends. Use the framework of Decide, Act, Learn, and Repeat to ensure that opportunities are thoroughly evaluated, implemented correctly, and adjusted based on outcomes.

Community and Support: Being part of a community provides invaluable support. It offers a wealth of shared knowledge and resources that can help solve problems and foster a sense of belonging, particularly important for solo architects or small firms.

Clarity and Communication: Ensure that all client-facing materials – from websites to proposals – clearly communicate how your work solves clients’ problems. This clarity builds trust and facilitates better client relationships.

Lifecycle of Client Interaction: From project inquiries to retention, understanding and optimizing each stage of the client's journey is essential for sustained business success. This includes ensuring client satisfaction to encourage repeat business and referrals.

Learning from Other Fields: Gaining insights from fields outside of architecture can offer new perspectives and solutions. Design involves understanding psychology, sociology, nature, and technology, so a broad perspective can enhance architectural creativity and business approaches.

Value of Practical Tools: Tools and frameworks such as the Vision Traction Organizer from the Entrepreneurial Operating System can simplify strategic planning and ensure focus on business drivers that matter.

Personal Growth and Business Success: Strategic planning and structured approaches can not only enhance business success but also positively impact personal well-being, as evidenced by clients who have achieved personal goals like weight loss through disciplined planning. 

Use Professional Networks: Use professional networks effectively, with platforms like LinkedIn offering valuable opportunities for connection and learning within the architecture community.

Links Mentioned In The Episode...

👇Get your (free) Architecture Firm Website Health Report here…

https://www.archmark.co/free-architecture-firm-website-audit

Bryon’s Website > https://www.archmark.co

Connect with Bryon on LinkedIn > https://www.linkedin.com/in/brilliantbryon

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https://architecturebusinessclub.com/blueprint

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In The Next Episode...

Next time Jon talks about in-person events and networking.