Debra,
You're right about Agents. They are the communication link between homeowners and those selling the houses. When they list homes on MLS or FMLS, this is where homeowners learn about houses in their area and who is responsible for creating them. Since we aren't known for designing speculative houses, most realtors don't think about Architects when promoting the new houses for sale. They're used to plan book boxes and who brags about where a shoe box design came from? Because I've been working with builders, I've caught the attention of Agents in my area. They have been great about passing my name on to homeowner and builder clients alike.
I just revised my standard builder contract. I offer a discounted fee to builders for several reasons. They're much easier to work for than a homeowner, they bring repeat business (not just a referral), and they market their projects aggressively. I've helped them realize that the more we co-promote each other's businesses, the more we grow our reputations, and become better companies to be associated with. In order to qualify for my discounted fee a builder must bring me at least 2 projects in a calendar year and they are required to co-promote the projects. Any time they promote a project I design, they must credit me as the Architect. This includes company websites, social media websites, and the realtor websites (MLS&FMLS). In turn I also am required to credit them the same way. The more a builder promotes me and brings me business, their contract next year will be more favorable.
I see the builder discount as a marketing expense. When I was completely unknown, only my credentials as a licensed Architect and LEED AP could be seen as a selling feature, but as the reputation begins to grow, the more your reputation rubs off on them. I have companies competing with each other and I tell them to think of me as the Intel chip. Several competing computer companies have Intel Inside and they're all proud to put that sticker on their computers. The processor is the main product within the product and is perceived as an asset to all. Each builder has their strengths and weaknesses and each creates a different end product while using my designs. My goal is to get my name all over the MLS and FMLS sites in my area, so average Joe who shops for a home can see that my houses are one of a kind, not repetitious boxes and it takes an Architect to think outside the box. I want every Agent in town to know my name.
On the rare occasion that one of our custom homes designed for the homeowner goes up for sale, the agents never think of us. If you get your name out there designing spec houses that are built to sell, agents will know who you are. If you're perceived as successful, they will jump at the chance to list your name as a "feature". It takes a long time building this kind of reputation waiting for expensive, used homeowner houses to eventually sell, so how else are you going to advertise who you are to regular Joe? The AIA doesn't sell houses, it's not their responsibility to market our companies. If you only design custom houses commissioned by homeowners, then your marketing network is just YOU!
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Eric Rawlings AIA
Owner
Rawlings Design, Inc.
Decatur GA
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Original Message:
Sent: 01-11-2013 13:16
From: Debra Coleman
Subject: Realtor Descriptions
Agree with your posting Brenda esp. "I would like the architecture community to work closer with realtors in an effort to market architectural features of homes." Then we have those like Eric talking about working closer with appraisers and builders. Others (and esp. the Integrated Design part of LEED) are encouraging us to work more with engineers and energy raters earlier in the design process. Awareness of architects and all that we can do to help the built environment is essential. We can reach out as individuals, but also perhaps more through organized AIA events that involve these other building-related professionals as well either locally or through the internet. We can't just expect AIA to do it all, but as a part of an AIA committee we can work together.
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Debra Rucker Coleman, AIA
Architect
Sun Plans Inc.
Mobile, AL
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