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Our first CRANtv video is DONE!!!

  • 1.  Our first CRANtv video is DONE!!!

    Posted 09-16-2013 11:06 AM

    A special thanks to Doug Patt for partnering with AIA/CRAN for our inaugural video!

    http://www.youtube.com/user/CRANtv

    Our goal is to create a collection of viral videos that will educate the consumer on the importance of hiring an architect, and then help them discern how to choose the right and best architect. Many more videos to come!

    Honestly, I am so proud of what our AIA/CRAN group has done in our short existence. Hats off to the entire Advisory  Group and all the sponsors that have allowed this to happen.

    To the next!


    David Andreozzi AIA/CRAN
    Barrington RI

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  • 2.  RE:Our first CRANtv video is DONE!!!

    Posted 09-17-2013 07:05 PM
    Nice job! It's very difficult to explain to a prospective client how you can give them something they never realized they can't live without. The real paycheck is seeing how excited and proud your client is when they take a chance and avoid the standard mass produced solution often referred to as "custom" and engage your services to get exactly what they want. 

    Maybe a video showing some satisfied customers would be effective? Using an interview like format, they could relive the process as they show off their house. After all, it takes a great client to make a great house and these owners should be proud of their accomplishment and even more proud of the person who helped them achieve their dream come true. If we want regular folks to to be convinced of our value, they need to hear it from people just like them.

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    Eric Rawlings AIA
    Owner
    Rawlings Design, Inc.
    Decatur GA
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  • 3.  RE:Our first CRANtv video is DONE!!!

    Posted 09-18-2013 11:45 AM


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    Perry Cofield AIA
    Design Ways & Means Architects
    Arlington VA
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    Congratulations, Quite an improvement over the draft!  But the folks that put this together miss the point.  I continue to doubt that the public is much swayed by our extensive training, which builders will discount in a minute given their "real world experience". Your next video should be one of testimonials by real world clients-  and suggest they not be all upper snotsky folk.  You could cover the same material as the first video methinks more convincingly, and with more soul. Years ago I witnessed an enthusiastic commercial client sell a project design better than I could.  Some builders love architects as much as clients. There's a major lesson here you should heed:  Find people who love us, and escape from your silo!

    Such a video might take along time to produce, but would be more effective.  Above all, Keep on truckin'....





  • 4.  RE:Our first CRANtv video is DONE!!!

    Posted 09-18-2013 05:30 PM
    I would like to thank the group who put this together for all their hard work, I know that it's taken a lot of planning up to this point. I love the suggestions from others on how to proceed with future videos. My questions is, will this be advertised through the general AIA website/emails? It can still all be credited to CRAN, but I think they would have some real benefit to getting out to a wider audience if we can do that. Ultimately these need to be seen by non-architects and I'm wondering how to accomplish that. Personally, I think that state/local AIA offices should have an AIA booth at home shows and these videos could be playing. Well done everyone...looking forward to the next installment!

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    Brenda Nelson Assoc. AIA
    Woodruff Design, LLC
    Ankeny IA
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  • 5.  RE:Our first CRANtv video is DONE!!!

    Posted 09-18-2013 05:39 PM
    I would like to link the video to my new web site which is now under construction.  I feel that it would be a good addition for potential new clients.  Any copyright issues with doing this?

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    John Lehman AIA
    Lehman Associates, PC
    Highland MD
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  • 6.  RE:Our first CRANtv video is DONE!!!

    Posted 09-18-2013 08:54 PM
    John, that's why we made them... link away!

    Dave

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    David Andreozzi AIA
    Barrington RI
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  • 7.  RE:Our first CRANtv video is DONE!!!

    Posted 09-20-2013 10:16 AM
    While I also congratulate CRAN on producing something that can be used to educate the public, I must second Mr. Cofield's comments critiquing the relevance of the particular approach taken.

    The only way for a video to truly "go viral" is for it to be really engaging, usually through poetry or humor.  The CRAN video is trying hard to be funny, but the subject matter is not really interesting.  Nobody wants to hear architects brag about how much education they have.  They want to know how we can do good design, ease the construction process and save them money.  As Mr. Cofield said, client stories would be most effective.  It would also be good to hear from builders who like working with architects and appreciate what we bring to the process.

    Furthermore, I find it problematic that some gender and race issues pointed out in the draft were not corrected.  Someone else on this forum stepped up to point these out before.  They are indeed problems, yet it appears that nothing was done.  This is not encouraging.

    There is still a "confused black man" shown, which plays to negative stereotypes of African-Americans as buffoons.  There is a woman client pictured who has made some costly mistake being glared at by a man - probably her poor, long suffering husband.  This drips with condescension toward women.  I also now see some women were included in a picture of a meeting, which could be a good thing.  However, all the women are sitting down, and the men are standing over them.  Clearly the men are the supervisors, not the women.  It's hard to believe these images are still used in the 21st Century.  Perhaps if we keep pointing this out, someday it will stop.

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    Catherine Barfield AIA
    Architect
    Atlanta GA
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  • 8.  RE:Our first CRANtv video is DONE!!!

    Posted 09-23-2013 06:05 PM
    +1 Catherine.

    I'll add that the images of inappropriately expensive projects - the Villa, the custom modern interior - both images are still used in the video to demonstrate what a good job architects can do for you. This will make most people perceive architects as something they can't afford, something that those other "rich" people use. I personally won't be showing this video to anybody.

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    Gregory La Vardera
    Gregory La Vardera Architect
    Merchantville NJ
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  • 9.  RE:Our first CRANtv video is DONE!!!

    Posted 09-23-2013 06:15 PM
    Catherine makes great points.

    I challenge the idea we save clients money. Maybe by talking them out of  month-years of planning and just buying something. I have never saved a client money. What we do well is identify the real cost of the project via our documents when the cost can be managed from a comfortable place,  "on paper".

    The builder saves  the client all kinds of money selling less work for less money when he deviates from the documents that are leading away from where the owner wanted to be when they hired us.  Who is the hero here? The guy who meets the clients needs.

    Lets try to convey we help clients needs get met and are a partner among many.

    These video is a great tool. Keep refining.



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    Donald Duffy AIA
    Don Duffy Architecture
    Charlotte NC
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  • 10.  RE:Our first CRANtv video is DONE!!!

    Posted 09-23-2013 08:28 PM

    Catherine, the final video has been corrected with regards to gender.  It was a demo to get funding, done quickly with room for improvement.  Please review it again http://www.youtube.com/user/CRANtv

    I find your suggestion that we are mocking any individual group, African American, or women, or the confused white buffoon husband in the background as digesting. Our point was that when you make a mistake with your nest egg... one can feel powerless, lost, and in need of professional guidance.  That includes everyone, all of us.

    The men are standing over the women, really? You could easily argue that the women were making the decisions  at the table and in the position of power.  The fact is that the picture was taken at Luis Jauregui's office(on our Advisory Group and past Chair) because we needed office pictures for the video. Clearly, you are looking for stereotypes that don't exist.  PROOF..Take a look at his team http://www.jaureguiarchitect.com/ourteam  and feel free to send him and apology. His firm is everything good about equality.  You just want to see what you want to see. Perhaps if we keep pointing this out, someday it will stop.



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    David Andreozzi AIA
    Barrington RI
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  • 11.  RE:Our first CRANtv video is DONE!!!

    Posted 09-25-2013 11:40 AM
    I am glad that women are shown in the meeting.  My critique is not of the individual people pictured, rather of messages unintentionally conveyed by the images in the video.  I never said you intended to mock anyone.  Stereotypes can creep in without us noticing, and are often best seen by members of the group stereotyped.  Your paraphrasing of my descriptions is muddled, e.g. I did not say the husband appeared as a buffoon.  The main point of the video about costly mistakes is a good one, but the image chosen is unfortunate.

    Multiple readings are always possible.  They are most problematic when the possible negative readings are ignored or denied.  This is especially unfortunate when the intentions of the author are indeed so good.  Again, I appreciate the work you all did in producing the video.  The point that seems to resonate with more people on this forum is the need to tell the story from a client's perspective.  I hope people find the video useful.

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    Catherine Barfield AIA
    Architect
    Atlanta GA
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  • 12.  RE:Our first CRANtv video is DONE!!!

    Posted 09-25-2013 01:53 PM

    What a great video!

    Would I have done it differently? Of course I would have. Each one of us would.

    But let's take a deep collective breath and ask our selves, "Are we better off for having had the talents of a dedicated group of colleagues produce this video?"" The answer is a re-sounding "Yes!"

    So, please, let's stop all of the nitpicking and appreciate what this hard working group of colleagues has done for the benefit of all. Let's spend our energies getting this viewed, posted, commented on, shared on YouTube, FaceBook, Frequency, LinkedIn, Twitter..... or wherever else our likely audience may see it.

    A great professionally produced and graphically compelling image for an under represented group within AIA. I can't wait to see what's next. Maybe some of the critics will step up and offer their time and energy for the next one, and show us a different perspective.

    Thanks, CRAN!
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    David Del Vecchio AIA
    Architect
    David Del Vecchio, Architect, LLC
    Cranford NJ
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  • 13.  RE:Our first CRANtv video is DONE!!!

    Posted 09-24-2013 08:37 AM

    HI Donald.

    While we may not save the clients money by value engineering every detail at the local hardware store (the WRONG was to save money), good architects will design well designed space (better than a 40 year old stock set of drawings or a basement drafts-persons drafting) and we encourage the use a long lasting materials. These two things alone will increase the resale value of a home significantly over a non-architect or poorly designed home.  Call it saving money or call making money over the long life of a home by the guidance of good design.

    Dave


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    David Andreozzi AIA
    Barrington RI
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  • 14.  RE:Our first CRANtv video is DONE!!!

    Posted 09-25-2013 06:28 PM

    David,

    I totally agree. but good detail along with good design. Many of my discussions with clients are about this very subject. Why build a better house now? Why pay more now? Spending going on 30 years working on houses from the 1900 to present day. I have seen why houses do not last. It is not to hard a sell to educate the client why our details and products are important.

    On another note.
    CRAN It has been a bright spot of the AIA, keep up the good work and the videos are wonderful tool to help educate all of us on what residential architects do. To be able to capture the indescribable should be worthy of FAIA and more AIA money going to CRAN.


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    Donald Duffy AIA
    Don Duffy Architecture
    Charlotte NC
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  • 15.  RE:Our first CRANtv video is DONE!!!

    Posted 09-23-2013 11:55 PM
    David - I am not sure if you are looking for feedback,or just wanting to share the video.  Well, here's some feedback...

    I feel it is a very nicely produced video.  However,ironically, it doesn't seem to focus very much on "The  Architects's Education".  Certainly you could fill a whole 3 minutes describing all the course work and it's relevancy, while showing students engaged in the rigors of architecture school.  

    The AIA already has a video called "The Sustainable House" which is available when one clicks "The Value of an AIA Architect (side note - Shame on the AIA for trying to distinguish the services of their members from other hard-working, educated, intelligent, creative architects!) It is a well produced video with a very inspiring house used as a case study.  Tho, I suspect the avant-garde nature of the house will send folks running to the nearest builder.  (This is where I think the AIA just doesn't get it, when it comes to residential design!)  My point being, why is CRAN producing videos if the AIA has already produced one?  And, is there any tangible evidence that that AIA's endeavor has produced desired results?  

    Dave, from your previous writings, I have heard you say the AIA should stop celebrating architecture and architects, but celebrate the process of working with an architect.  I could not agree more!   Can the AIA embark on some research and provide hard data on an architect's set of drawings saving money in the bidding and construction processes?  Perhaps interview numerous builders around the country who can attest to the value of working with an architect?  We need to sell value! Not as we see it, but as a consumer of services see's it.

    The few homes your video featured, seemed out of reach or too avant-garde for the average person building a custom home.  Even the playful cottage featured, might look "weird" to the un-enlightened prospective client.  This reinforces the public's perception of architects being too expensive or having their own artistic agendas.   It is my hope that CRAN will feature better designed, but palatable homes in future videos.

    Lastly, could your videos be shown to focus groups before being released to the public.  There was a lot of criticism in the RA forum about the use of scare tactics.  While we architects get this, it would be interesting to see how the average prospective home-builder reacts.

    I applaud the effort of "getting the word out" and educating the public on the value of hiring an architect for a residential project. I just think we have to choose or words and images very carefully, or we will be preaching to the choir!

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    Edward Shannon AIA
    Architect
    Imprint Architects
    Des Moines IA
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  • 16.  RE:Our first CRANtv video is DONE!!!

    Posted 09-24-2013 05:31 AM

    Hi Ed,

    This is a work in process.  We appreciate all constructive criticism.  That is not to say we are going to change direction with every comment, but we are certainly listening and the comments truly are being discussed.  Even the few the ludicrous ones are discussed and some valid points cloaked in obnoxious vitriol. I wish all the criticism was presented politely like yours. Most is!  Things like gender neutrality, the tone of the voice, the types of the projects presented are all being considered. Some things might change lot, like the gender neutrality which we admit was a terrible oversight and we rewrote the pilot and reproduced it, and other like the types of projects presented in the imagery will be considered for future videos. 

    The fact is that these are being made by and for AIA/CRAN and not for the AIA or the AIA Housing Knowledge Group. The uniqueness of our group is that we specialize in "custom" residential housing. To judge our videos by other standards is to judge whether we should exist as our own knowledge group.  For what it's worth, we are the newest of the knowledge groups, formed about five years ago, and we are already one of the handful of most active, most vibrant, most financially successful, and providing the most content to our members. So, while I admit that we need a better diversity in projects in size, they will likely remain custom designed. Other KCs can do other projects for their contingencies. 

    I thought the video did great job of mentioning the amount of many areas of expertise that an architect must learn in college, the multiyear interning program, and the complexity of the laborious exam. I am not sure I agree that the video doesn't cover that well for a newbie.  Perhaps you could be more specific about that comment.

    Some of our future videos will focus on the working drawings, process, picking the best architect, what is really green, etc. All recommendations are welcome for ideas.  You do have to recognize that these are all being done be us, volunteers, with the help of Doug Patt. We are not the AIA in DC with a staff to do complicated interviews and analysis. We have businesses and work for bosses like everyone on the board.  That not to say that we wouldn't welcome volunteers!

    I do think your comment of value was addressed as an introductory concept to the video series with idea the embodied resale value in the nest egg analogy. 

    Finally, it is our hope that these videos will spread virally as our series builds and search engines find us. Some of Doug's own videos have almost  a half a million hits.

    Keeps the constructive criticism coming,

    Fondly,

    Dave



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    David Andreozzi AIA
    Barrington RI
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  • 17.  RE:Our first CRANtv video is DONE!!!

    Posted 09-24-2013 01:07 PM
    I wanted to reply to Catherine's comments regarding race and gender in the video. I re-watched the video to see if I had missed something blatant and realized that I didn't. The photo of the man looking confused seemed to both me and my boss as an average person who is not aware of an architect's education and requirements. The photo of the team working in the conference room said to me that it was a team building/team working session. In our world, a charette. In that setting people move around quite a bit and it was a photo snapped when the men were standing. Also note in that photo there are many more women than men, which is not the norm for architecture - let's face it, in reality most architects are men. That doesn't mean women are discouraged from becoming part of the profession, it's just a fact.

    As for the man glaring at the woman, I interpreted that photo as the woman being the architect and the man being a client. She's trying not to turn around and sock him because he's being unreasonable!

    Everyone will have their own interpretation of the video and depending on our own experiences, we will focus on items others won't give a second glance. I saw many races and both genders throughout the video. While it shouldn't be completely ignored, perphaps the focus of future videos should be on the message content and not over-worry about if we have the perfect PC images to go with it.

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    Brenda Nelson Assoc. AIA
    Woodruff Design, LLC
    Ankeny IA
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  • 18.  RE:Our first CRANtv video is DONE!!!

    Posted 09-24-2013 06:08 PM
    I think the video was well done. I think some of the suggestions might be incorporated into future videos. I have emailed David A. about a client speaking video discussion of how an architect specifically helped them in specific situations and how they personally benefited. This would be an enhanced testimonial of clients "selling" those "watching" clients of how an architect helped their project. The words and vocabulary would be "client" words and vocabulary, not architect words and vocabulary.
    Keep up all the good work and thank you for your time on behalf of all CRAN architects who benefit from your volunteer efforts putting this together. You are our heroes, whether or not people acknowledge your dedication and time.

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    Peter Brinckerhoff AIA, LEED AP
    President
    Brinckerhoff and Associates LLC
    Glenview IL
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  • 19.  RE:Our first CRANtv video is DONE!!!

    Posted 09-24-2013 06:18 PM
    Here' s the email I sent Dave;
    "Dave,
    I think this is a great 1st video. I was wondering if the target audience is residential clients then it seems the video should be in their layman's vocabulary. I would think that short clips about their positive experiences working with an architect in terms of specific issues might help other potential clients.
     
    Not that getting zoning variances is the only value we bring, but for example: We had a lot of mature trees on our property that we wanted to preserve, but with new subdivision code ordinances we would have had to take down trees in the backyard for our new house. The architect successfully persuaded the zoning variance board that the adjacent neighbors enjoyed the clients' backyard trees, and got a variance for the frontyard setback from 30' of the new ordinance to existing teardown house front yard of 12'. It preserved the trees in back for the neighbors' enjoyment as well as the new house master bedroom window that of living in the treetop.
     
    Another client enjoyed 12 zoning variances for their new home in a very restrictive conservative community in the affluent suburb north of Chicago. It was a very narrow lot and we were able to preserve 3 foot existing sideyards versus the new ordinance 7 foot sideyard requirement.
     
    I'm not sure a builder would have been able to pull off the necessary zoning variance relief, but working with an architect; the clients were able to enjoy their property better without increasing construction costs.
     
    In another case, the client was able to have a more unique barrel vaulted kitchen ceiling when doing their kitchen remodelling, while preserving their ability to do a future 2nd floor master suite with some masterplanning that was an architect value added to the project.
     
    It seems some client interviews describing how the architect creatively helped their project beyond what a builder might have just provided for a kitchen remodel. I am not saying that certain builders are not capable of doing the same, but it is more value added by working with an architect. ( I work with some greta builders who take pride in theri work). To hear it from actual clients selling their positive project experiences working with an architect might afford a better connection for those contemplating a project. How they personnally benefitted and enriched their lives (and saved money).
     
    I know this is straightforward stuff. The point is clients talking directly to other potential architect clients in their own words which is client vocabulary, not architect vocabulary. Let clients sell other potential clients. I know it is like traditional testimonials, but if very specific challenging issues (rather than generic "they were great") are being highlighted, I think that would have greater impact for those viewing..
     
    Whatever. Keep up the good work. Thanks for your time and dedication to issues, which all of us in CRAN are reaping benefits from your time investment."
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    Peter Brinckerhoff AIA, LEED AP
    President
    Brinckerhoff and Associates LLC
    Glenview IL
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  • 20.  RE:Our first CRANtv video is DONE!!!

    Posted 09-25-2013 05:52 PM
    First of all, I think the team has made a great effort with this video and you'll never please everyone, especially Architects. One suggestion I've made and I've read from others as well, is that there would be a great advantage to having a video with satisfied customers explaining in their words why they hired an Architect. They could show off their house and explain the process they went through to make their dream home become a reality. Nothing convinces the skeptic of trying something different than hearing someone like them talk about what a great experience they had. It seems that the video and some of the suggestions are geared a little too much toward what WE want to hear about ourselves. Are we trying to convince ourselves of our worth or are we trying to sell Architects to the average Joe/ Jane? There's an awful lot of nitpicking around the blog about making sure we explain in full detail about our education, internship, and testing, but no one really cares about any of that if you can't give them what they want. I've never been hired by a single client just because I had a license and my competitor did not. They hired me because they saw my work or someone they knew had a great experience working with me. I'm not saying that it's bad to explain our credentials, but if we mostly obsess over that, it sounds like we're whining and not proving our worth like we could by showcasing the Satisfied Customer! Do you hire a mechanic because they went to BMW school or because a friend had a good experience and recommended them? 

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    Eric Rawlings AIA
    Owner
    Rawlings Design, Inc.
    Decatur GA
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