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In the third episode of Birdflocks Talks, we had an insightful conversation with Bryon McCartney, CEO and co-founder of ArchMark, a branding and marketing agency dedicated to helping architects grow their businesses. With over 20 years of experience in marketing and business development, Bryon has worked with high-profile clients like Unilever and General Motors and has helped numerous architecture firms transform from hidden gems to industry leaders. In this episode, Bryon dives into the six key elements that every architecture firm needs to thrive: Leadership, Marketing, Sales, Operations, Products/Services, and Cashflow.
This article highlights the key takeaways from our discussion and offers actionable insights for architecture firms looking to build a more successful and sustainable business.
Leadership is the foundation of any successful architecture business. According to Bryon, effective leadership starts with understanding the why behind your business. "What is the purpose of your firm? What kind of experience do you want to create for clients?" Bryon emphasized that even if you’re a solo architect, defining your firm's culture and values is crucial to long-term success.
He noted that many architects often struggle to differentiate themselves, with statements like, "We design beautiful homes." However, Bryon explained that to stand out, you need to clearly communicate what makes your work unique. This process begins with a strong mission and vision that not only guides your team but also shapes the direction of your firm.
Marketing is about creating visibility and attracting the right clients. Bryon highlighted the importance of having a strategic marketing plan, rather than relying on ad-hoc tactics like social media posts or website updates. "You have to start with good messaging," Bryon explained. This means being clear about who you are as a firm and who your ideal clients are.
He introduced a three-pronged marketing strategy: Recognition, Reputation, and Reach. Recognition is about ensuring your business is visible online with a consistent message. Reputation involves sharing your expertise through blog posts, videos, or podcasts, demonstrating your authority in the industry. Lastly, Reach focuses on building and nurturing your network, whether through social media, email marketing, or one-on-one client interactions.
Many architects feel uncomfortable with the idea of sales, but Bryon stressed that sales is really about providing solutions to your clients’ problems. "Sales isn’t about being pushy; it’s about showing how your work can solve the client's issues,"he explained. In his approach, Bryon uses the metaphor of taking clients from the "island of sad" (their current challenges) to the "island of happy" (the solutions you provide).
By focusing on the benefits of your work—how it improves clients' lives—you can present your services in a way that resonates. This solutions-based approach not only helps you close more deals but also builds stronger relationships with your clients.
Efficient operations are key to managing both productivity and costs. Bryon advised firms to invest in their teams by providing opportunities for professional growth and development. "If you're not developing your team, they’re going to leave," he warned. Developing talent is essential for long-term growth and team satisfaction.
He also recommended outsourcing tasks when necessary to free up time for firm leaders to focus on high-priority projects. Streamlining operations and reducing overhead by leasing equipment instead of purchasing it outright can also significantly improve cash flow management.
Bryon encouraged architects to think about how they can "productize" their services to create additional revenue streams. "You could create a toolkit, offer workshops, or even develop on-demand webinars for potential clients," he explained. By offering lower-cost services that appeal to a broader audience, firms can create a "product ladder" that moves clients from small engagements to larger projects.
This approach not only diversifies your income but also helps build relationships with clients who may not have been ready for a full-scale project at the outset.
Cashflow is one of the biggest challenges for small and medium-sized architecture firms. Bryon recommended setting up systems to ensure consistent revenue, such as subscription-based models for clients. "One of our clients implemented a concierge architecture model, where clients pay a fixed monthly fee for ongoing services," he shared. This model provided consistent cashflow and helped cover the firm's operational costs.
Bryon also advised firms to have a clear understanding of their expenses and profitability. "You need to know if a project was profitable," he emphasized. Implementing a system like Profit First can help ensure that you're setting aside funds for taxes, savings, and reinvestment into the business.
Building a successful architecture business requires a holistic approach that covers leadership, marketing, sales, operations, products, and cashflow management. By following the principles laid out by Bryon McCartney, architecture firms can position themselves for long-term success in a competitive market. Whether you’re just starting out or looking to scale, these strategies offer a roadmap for building a thriving, sustainable firm.
Ready to elevate your architecture business? Discover more insights and expert strategies on our blog, and don’t miss future episodes of Birdflocks Talks. Subscribe now for updates and actionable advice to help your firm succeed in today’s fast-paced industry.
