Custom Residential Architects Network

The question is......how do we tell the general public that we architects are worth much more than our fees and not sound self-serving which could result in the opposite result from the original objective?
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Robert Morris AIA
Canterbury CT
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I think there are several CRAN members who use HOUZZ as a resource. I saw this article yesterday on "How To Work With An Interior Designer". My experience with this website so far makes me believe that it's 1/2 professionals and 1/2 the general public - which I find unique for internet design sites.
http://www.houzz.com/ideabooks/3293842/list

I read some of the comments and several people said the money they spent on an interior designer was well worth it. As I read this article, I thought to myself, why isn't there an article like this for architects?


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Brenda Nelson Assoc. AIA
Woodruff Design, LLC
Cedar Rapids IA
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Brenda,

You are correct that CRAN and Residential Architects need to to have a stronger voice on Houzz.  CRAN is working very close with them and developing a program that we will be announcing very soon.  They have been a great supporter of CRAN, they co-sponsored an event in NYC for Residential Architects this year, and we now have a new CRAN profile (www.houzz.com/pro/aiacran) that we will advocate on behalf of our members to the general public.  

Thanks again for your observations and comments.  They are greatly appreciated.  I know that you helped us at last year's Symposium, and I will call you to get you more involved. 


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Mark Demerly AIA
CRAN Chair 2012
Demerly Architects
Indianapolis IN
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Original Message:
Sent: 08-14-2012 09:50
From: Brenda Nelson
Subject: The value of Architects

I think there are several CRAN members who use HOUZZ as a resource. I saw this article yesterday on "How To Work With An Interior Designer". My experience with this website so far makes me believe that it's 1/2 professionals and 1/2 the general public - which I find unique for internet design sites.
http://www.houzz.com/ideabooks/3293842/list

I read some of the comments and several people said the money they spent on an interior designer was well worth it. As I read this article, I thought to myself, why isn't there an article like this for architects?


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Brenda Nelson Assoc. AIA
Woodruff Design, LLC
Cedar Rapids IA
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Donald Duffy AIA
Don Duffy Architecture
Charlotte NC
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I am starting to use Houzz as resource to speak to my clients. I tell each client about the site. Most say I have created a monster and they cannot leave the site. This is the best resource and exposure for design that has come about. The ultimate shareware. As the say, it is better to give than to receive. Well, I hope gifts will return. Houzz is a great place to sell designs value.
Read the questions from home owners that have design issues, most responses suggest calling in a pro to help as it in not that easy for a home owner to do. I think the more of these post that go out, the more the pros can show the value of good  planning.
The other thing is has done is educate me and the public that there is great design being done all over this country and it is not done  by AIA architects. I think the AIA and CRAN can do a much better job promoting all Architects.

A rising pond floats more boats. A private pond will not serve the greater good of architecture.





Original Message:
Sent: 08-14-2012 10:41
From: Mark Demerly
Subject: The value of Architects

Brenda,

You are correct that CRAN and Residential Architects need to to have a stronger voice on Houzz.  CRAN is working very close with them and developing a program that we will be announcing very soon.  They have been a great supporter of CRAN, they co-sponsored an event in NYC for Residential Architects this year, and we now have a new CRAN profile (www.houzz.com/pro/aiacran) that we will advocate on behalf of our members to the general public.  

Thanks again for your observations and comments.  They are greatly appreciated.  I know that you helped us at last year's Symposium, and I will call you to get you more involved. 


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Mark Demerly AIA
CRAN Chair 2012
Demerly Architects
Indianapolis IN
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Houzz did do such an article.

http://www.houzz.com/ideabooks/3182504/list/How-to-Work-With-an-Architect

What do you think? 

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Bud Dietrich AIA, NCARB
Tampa Bay
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Original Message:
Sent: 08-14-2012 09:50
From: Brenda Nelson
Subject: The value of Architects

I think there are several CRAN members who use HOUZZ as a resource. I saw this article yesterday on "How To Work With An Interior Designer". My experience with this website so far makes me believe that it's 1/2 professionals and 1/2 the general public - which I find unique for internet design sites.
http://www.houzz.com/ideabooks/3293842/list

I read some of the comments and several people said the money they spent on an interior designer was well worth it. As I read this article, I thought to myself, why isn't there an article like this for architects?


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Brenda Nelson Assoc. AIA
Woodruff Design, LLC
Cedar Rapids IA
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Harold,
Thanks for posting the link, I hadn't seen that article. The reason I posted my response to Robert was because the Interior Designer article came across factual and more importantly there were several responses to the article from homeowners who used a designer and found them valueable.

I'm disappointed that there were only 3 comments to the architect article and all seemd to be from architects.

So Robert's question about how we can toot our own horn with without sounding self serving seems to be valid.

Also - in response directly to the article - I thought there were some fairly big holes in it. In particular under the subject "when to hire an architect". She made it sound like the only time is when you need an architect to sign off on plans due to local codes. So I felt like she might as well have said "hire an architect only when your city office requires you to - otherwise forget it".

So Robert...to respond to your initial question, how do we do this...I think we need to start locally. What other groups can we work with to start getting out the word about our value? Realtors, financial sector, contractors, interior designers? It seems to me that teamwork outside our profession might be one place to start.

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Brenda Nelson Assoc. AIA
Woodruff Design, LLC
Cedar Rapids IA
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Original Message:
Sent: 08-15-2012 07:39
From: Harold Dietrich
Subject: The value of Architects

Houzz did do such an article.

http://www.houzz.com/ideabooks/3182504/list/How-to-Work-With-an-Architect

What do you think? 

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Bud Dietrich AIA, NCARB
Tampa Bay
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All public outreach, marketing and advertising campaigns appear "self-serving". You can't convince the public that a message is purely for their good, so why try? However, if the data we present (both "hard-sell" and "soft-sell") is convincing I see no reason why there should be a backlash. Are we going to sit around and let the profession die because we're afraid of a backlash? Personally, I've got nothing left to lose.

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Sean Catherall AIA
Integrated Property Services
Bluffdale UT
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I am extremely uncomfortable with the notion that appraisals ought to be increased if "an architect is involved." (What does this mean anyway? Very few architects are given completely free rein over a design. What if an architect is just drawing up a bad idea because that's what the client insists on?) I am also uncomfortable with the notion that what architects PRIMARILY have to offer is "good design."

Don't get me wrong. I LIKE good design and think it usually increases resale value. But selling "good design" -- per se -- is doomed to failure as a primary sales pitch. It is also highly subjective. Some people recognize good design and others don't. It is of value to some people, and for others it has very little value. (Obviously. Look at what gets sold.)

Selling good design is not much different than selling "good taste." Are you going to try to base a sales pitch on THAT? Yet that is apparently what many architects believe is all they have to sell.

There are all kinds of things architects have to sell beyond the subjective: Fewer construction problems because of higher quality construction documents, ability to get reasonable comparable bids with detailed plans and specs, expertise with zoning/planning issues, access to resources like contractors with a proven track record and trade-only sources, an advocate during construction, someone to administer or review construction procedures, etc., etc. Why are these issues the last ones sold? I guess not as sexy as "good design."

I'm also fed up with this namby-pamby attitude where architects are going hat-in-hand trying to convince potential customers that they have signficant value over non-licensed folks. Here in California, it takes a state-issued license to paint more than $500 worth of work, or install more than $500 of ceramic tile (labor and material included). Yet in California, ANYONE can design, say, a 6,000 S.F. two-story triplex -- including the structural systems -- if they stick to so-called "conventional construction". WTF???? When are architects going to "grow a pair" and DEMAND that any project that has ANY structural component REQUIRE A LICENSED DESIGN PROFESSIONAL? Some states already do. This should be a national requirement.

Okay, enough ranting for today...


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Richard Morrison AIA
Richard Morrison, AIA, ASID
Redwood City CA
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Richard I don't see that selling, promoting or claiming to provide "good design" is a problem. I do see that we need to explain what we mean by "good design". Does it just mean "looks good from the street"? Or does it also mean "functional", "cost-appropriate", "appropriately documented", "appropriately administered through bidding and construction", "evokes appropriate emotions", "appropriately respectful of its neighbors", "appropriately disrespectful of its neighbors", "appropriately durable" and "appropriately sustainable"? In my opinion, good design is both quantifiable and obvious to the users.

And while I'm not opposed to the idea of requiring an architect's stamp on every set of drawings that requires a building permit, I also think that in 2012, such legislation is bound to cause a backlash unless we educate and "sell" the value of our services first.

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Sean Catherall AIA
Integrated Property Services
Bluffdale UT
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Original Message:
Sent: 08-22-2012 16:53
From: Richard Morrison
Subject: The value of Architects

I am extremely uncomfortable with the notion that appraisals ought to be increased if "an architect is involved." (What does this mean anyway? Very few architects are given completely free rein over a design. What if an architect is just drawing up a bad idea because that's what the client insists on?) I am also uncomfortable with the notion that what architects PRIMARILY have to offer is "good design."

Don't get me wrong. I LIKE good design and think it usually increases resale value. But selling "good design" -- per se -- is doomed to failure as a primary sales pitch. It is also highly subjective. Some people recognize good design and others don't. It is of value to some people, and for others it has very little value. (Obviously. Look at what gets sold.)

Selling good design is not much different than selling "good taste." Are you going to try to base a sales pitch on THAT? Yet that is apparently what many architects believe is all they have to sell.

There are all kinds of things architects have to sell beyond the subjective: Fewer construction problems because of higher quality construction documents, ability to get reasonable comparable bids with detailed plans and specs, expertise with zoning/planning issues, access to resources like contractors with a proven track record and trade-only sources, an advocate during construction, someone to administer or review construction procedures, etc., etc. Why are these issues the last ones sold? I guess not as sexy as "good design."

I'm also fed up with this namby-pamby attitude where architects are going hat-in-hand trying to convince potential customers that they have signficant value over non-licensed folks. Here in California, it takes a state-issued license to paint more than $500 worth of work, or install more than $500 of ceramic tile (labor and material included). Yet in California, ANYONE can design, say, a 6,000 S.F. two-story triplex -- including the structural systems -- if they stick to so-called "conventional construction". WTF???? When are architects going to "grow a pair" and DEMAND that any project that has ANY structural component REQUIRE A LICENSED DESIGN PROFESSIONAL? Some states already do. This should be a national requirement.

Okay, enough ranting for today...


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Richard Morrison AIA
Richard Morrison, AIA, ASID
Redwood City CA
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Sean,
I agree that selling "good design" is not a problem, unless it's the only arrow in your quiver. Sadly, I think for most of the public, design = aesthetics.

I have been watching interior design legislation evolve. There are states (e.g. Nevada) where you can't even promote yourself as an interior designer without being licensed/registered, and be able to submit plans. Just giving up "because it's probably not going to happen" ignores the states where permit=license is already in force. I don't think it's likely to be as hard as you think. This shouldn't be an issue that needs to be "sold." The attitude should be "duh, of course you need an architect." (Like "Duh, of course you need an attorney." "Duh, of course you need a doctor." "Duh, of course you need a licensed plumber.")

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Richard Morrison AIA
Richard Morrison, AIA, ASID
Redwood City CA
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Original Message:
Sent: 08-23-2012 17:48
From: Sean Catherall
Subject: The value of Architects

Richard I don't see that selling, promoting or claiming to provide "good design" is a problem. I do see that we need to explain what we mean by "good design". Does it just mean "looks good from the street"? Or does it also mean "functional", "cost-appropriate", "appropriately documented", "appropriately administered through bidding and construction", "evokes appropriate emotions", "appropriately respectful of its neighbors", "appropriately disrespectful of its neighbors", "appropriately durable" and "appropriately sustainable"? In my opinion, good design is both quantifiable and obvious to the users.

And while I'm not opposed to the idea of requiring an architect's stamp on every set of drawings that requires a building permit, I also think that in 2012, such legislation is bound to cause a backlash unless we educate and "sell" the value of our services first.

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Sean Catherall AIA
Integrated Property Services
Bluffdale UT
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I agree that a great deal of the public (and a great many architects) associate design with aesthetics only, as if all the other components of good design were "engineering" or "business" or some other unrelated thing. So, my goal is to help change that thinking along with promoting the value we add and I think AIA can help change that thinking as well.

As for laws that require an architect on every project: I didn't say it's "probably not going to happen". I believe that such laws and the efforts that go into creating such laws are likely to cause architects to be viewed as greedy, elitist and out of touch with people who need inexpensive homes and inexpensive renovations to their homes or small businesses. We may win the war, but that only makes us hated occupiers. I would rather put forth the time, money and effort to help people to want our services voluntarily, rather than force-feed them.

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Sean Catherall AIA
Integrated Property Services
Bluffdale UT
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Original Message:
Sent: 08-23-2012 20:33
From: Richard Morrison
Subject: The value of Architects

Sean,
I agree that selling "good design" is not a problem, unless it's the only arrow in your quiver. Sadly, I think for most of the public, design = aesthetics.

I have been watching interior design legislation evolve. There are states (e.g. Nevada) where you can't even promote yourself as an interior designer without being licensed/registered, and be able to submit plans. Just giving up "because it's probably not going to happen" ignores the states where permit=license is already in force. I don't think it's likely to be as hard as you think. This shouldn't be an issue that needs to be "sold." The attitude should be "duh, of course you need an architect." (Like "Duh, of course you need an attorney." "Duh, of course you need a doctor." "Duh, of course you need a licensed plumber.")

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Richard Morrison AIA
Richard Morrison, AIA, ASID
Redwood City CA
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So, you don't think that's the way architects are ALREADY viewed? ;-)

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Richard Morrison AIA
Richard Morrison, AIA, ASID
Redwood City CA
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Original Message:
Sent: 08-25-2012 20:15
From: Sean Catherall
Subject: The value of Architects

<snip>I believe that such laws and the efforts that go into creating such laws are likely to cause architects to be viewed as greedy, elitist and out of touch with people who need inexpensive homes and inexpensive renovations to their homes or small businesses. <snip>

There certainly are those who view architects that way. I wouldn't want to spread that sentiment by over-reaching.

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Sean Catherall AIA
Integrated Property Services
Bluffdale UT
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Original Message:
Sent: 08-25-2012 20:34
From: Richard Morrison
Subject: The value of Architects

So, you don't think that's the way architects are ALREADY viewed? ;-)

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Richard Morrison AIA
Richard Morrison, AIA, ASID
Redwood City CA
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Thank you, Sean.

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Rand Soellner AIA
Architect/Owner/Principal
Rand Soellner Architect
Cashiers NC
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Original Message:
Sent: 08-23-2012 17:48
From: Sean Catherall
Subject: The value of Architects

Richard I don't see that selling, promoting or claiming to provide "good design" is a problem. I do see that we need to explain what we mean by "good design". Does it just mean "looks good from the street"? Or does it also mean "functional", "cost-appropriate", "appropriately documented", "appropriately administered through bidding and construction", "evokes appropriate emotions", "appropriately respectful of its neighbors", "appropriately disrespectful of its neighbors", "appropriately durable" and "appropriately sustainable"? In my opinion, good design is both quantifiable and obvious to the users.

And while I'm not opposed to the idea of requiring an architect's stamp on every set of drawings that requires a building permit, I also think that in 2012, such legislation is bound to cause a backlash unless we educate and "sell" the value of our services first.

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Sean Catherall AIA
Integrated Property Services
Bluffdale UT
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