Custom Residential Architects Network

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Spend that money elsewhere. I made a free profile on Houzz only because they are buying up the Google Ads in my market. Within minutes a representative from Houzz called me and said don't waste my time unless I sign up for the paid service. I took the hint and walked away.

I have tried several online marketing avenues since 2017 and I came to the same conclusion as you have for all of them. Low quality leads and the seldom contract you do get is not really worth it.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Spend that money elsewhere. I made a free profile on Houzz only because they are buying up the Google Ads in my market. Within minutes a representative from Houzz called me and said don't waste my time unless I sign up for the paid service. I took the hint and walked away.

I have tried several online marketing avenues since 2017 and I came to the same conclusion as you have for all of them. Low quality leads and the seldom contract you do get is not really worth it.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

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Arben Sela AIA
BuildPlus Architecture PLLC
West Nyack NY
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Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi Arben,

Although HOUZZ can be a great tool for generating leads, there are other options I would encourage you to consider.

As a general rule, you will find success in growing your pipeline of qualified leads by acquiring, and nurturing a following on the various digital platforms. You do this by creating and regularly sharing meaningful content with those audiences and building community around your brand?

Most likely, you will find these steps to be highly effective in driving new commissions to your practice.

Effectively using digital marketing tools is a topic that will be covered in some format at both the AIA Conference in June and at the CRAN Symposium in Sept of this year.

Sincerely,

Kevin

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Kevin,

At face value, I agree with everything you said about developing leads and business development through digital platforms. It seems simple.

As a solo practitioner, I must push back in a friendly way. Yes, your stated method works, but for solo firms like mine (who cannot afford to hire someone - before you even suggest it), find it difficult - near impossible to find time to regularly create meaningful content. It takes having good projects to showcase (we do fewer per year than a larger firm), and it takes time - lots of it - often evenings and weekends. I say this with experience after regularly writing a blog (think | architect) from 2011 to 2019 (over 400 articles) and constantly working to fill my IG feed (@leecalisti) weekly.

Is it possible? Yes. However, we must be careful when giving out blanket answers knowing that 75% of the firms in this country have 10 people or less, 40% have 5 or less, and 25% of us are solo like me.

I have found old-fashioned BD to work by using a 3-2-1 method others taught me. Each < insert period> send emails to 3 contacts - new or existing, place 2 calls, and invite 1 person to coffee or lunch. I haven't been as diligent in this lately, but being in front of people still works in a digital world when so many can't look up from their phones and smile at the person in front of them. Sorry for the sarcasm, but it makes an accurate jab at the American culture. Residential clients often find me on Google and my website, but most of my work is commercial, which comes from tried and true methods.

Again, everything you said is true. However, we all need a clearer yellow brick road to get to the wizard.

Hi Arben,

Although HOUZZ can be a great tool for generating leads, there are other options I would encourage you to consider.

As a general rule, you will find success in growing your pipeline of qualified leads by acquiring, and nurturing a following on the various digital platforms. You do this by creating and regularly sharing meaningful content with those audiences and building community around your brand?

Most likely, you will find these steps to be highly effective in driving new commissions to your practice.

Effectively using digital marketing tools is a topic that will be covered in some format at both the AIA Conference in June and at the CRAN Symposium in Sept of this year.

Sincerely,

Kevin

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Kevin,

At face value, I agree with everything you said about developing leads and business development through digital platforms. It seems simple.

As a solo practitioner, I must push back in a friendly way. Yes, your stated method works, but for solo firms like mine (who cannot afford to hire someone - before you even suggest it), find it difficult - near impossible to find time to regularly create meaningful content. It takes having good projects to showcase (we do fewer per year than a larger firm), and it takes time - lots of it - often evenings and weekends. I say this with experience after regularly writing a blog (think | architect) from 2011 to 2019 (over 400 articles) and constantly working to fill my IG feed (@leecalisti) weekly.

Is it possible? Yes. However, we must be careful when giving out blanket answers knowing that 75% of the firms in this country have 10 people or less, 40% have 5 or less, and 25% of us are solo like me.

I have found old-fashioned BD to work by using a 3-2-1 method others taught me. Each < insert period> send emails to 3 contacts - new or existing, place 2 calls, and invite 1 person to coffee or lunch. I haven't been as diligent in this lately, but being in front of people still works in a digital world when so many can't look up from their phones and smile at the person in front of them. Sorry for the sarcasm, but it makes an accurate jab at the American culture. Residential clients often find me on Google and my website, but most of my work is commercial, which comes from tried and true methods.

Again, everything you said is true. However, we all need a clearer yellow brick road to get to the wizard.

Hi Arben,

Although HOUZZ can be a great tool for generating leads, there are other options I would encourage you to consider.

As a general rule, you will find success in growing your pipeline of qualified leads by acquiring, and nurturing a following on the various digital platforms. You do this by creating and regularly sharing meaningful content with those audiences and building community around your brand?

Most likely, you will find these steps to be highly effective in driving new commissions to your practice.

Effectively using digital marketing tools is a topic that will be covered in some format at both the AIA Conference in June and at the CRAN Symposium in Sept of this year.

Sincerely,

Kevin

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

The marketing advice I've received in the past is, the economic demographic that uses Houzz & Pinterest is significantly lower than those on LinkedIn or something similar.  Seems odd since LinkedIn isn't focused on design, but it is focused on connections, especially with professionals.  I've utilized local print media & Instagram mostly, which seems to have more effect than Houzz.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Our problem with Houzz is the fact that there is no differentiation between "house designers" and architects. Therefore a highly trained, qualified (and insured) professional is displayed in the same group as someone selling stock plans. As the Brits say: "chalk and cheese." Whatever their virtues, those folks are not our peers. 

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Arben,

I had my own residential architecture business for 14 years.  My own personal experience was that Houzz was completely worthless.  I created my Houzz presence and displayed plenty of project photos.  I answered questions people posted.  I paid to have my business rise to the top of local searches on the Houzz site.  I received a lot of leads, but they were all just looking for free ideas and advice.  Probably one or two, in all those years, ever developed into a project.  I would advise creating a presence.  I would not advise paying for advancing your business in local searches.

Best wishes for your success,

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

No disparagement intended. Agreed that they provide a service that most single family clients need. Also that most non-licensed home designers carry no liability insurance and also have a much lower standard of care in their documents. Also agree about AIA not providing enough support for small firms in general. And that Houzz can run their business as they see fit. To use a different (inexact) analogy, let's say you were a board-certified dermatologist MD. You would likely not pay to advertise when grouped with salons that provide skin care treatments. 

My experience is that many clients are poorly informed as to the value of our services, even when they have the means to pay for them. I've lost count of the number of times I have met someone socially, and upon finding out that I am an architect, they regale me horror stories about their new or remodel home project. I ask who their "architect" was and it's typically someone provided by the builder or recommended by the decorator. Usually minimal drawings and no CA. Many homebuilders here actively lobby clients against hiring a full-service architect because it means they have to build to a standard and the architect has power to reject work. It is indeed the market reality.

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

I do very little single-family work anymore, and I'm a solo practitioner (isn't that what solo practitioners do?). Many of my reasons are explained in this discussion. I also want to echo Greg Ibanez's comments, as he has summed up most of my thoughts; I used to be a big Houzz user. I can't, and I won't compete for clients who want or have NO designer - none - only the contractor who scribbles on graph paper, and the locals still give them a permit. Are you kidding me? (True story - I'm fixing that house now).

Brenda makes some valid points. Many architects and the AIA tend to shun non-urban dwellers, thinkers, and advocates. The idea that only the "urban" life is preferable sometimes emerges tacitly, though not overtly, as we all tend to be condescending at times, even if we don't mean to.

Personally, I have lost patience with the HGTV crowd, as I really don't believe Americans want to pay someone to do things for them. The DIY American Pride attitude pervades all aspects of our culture. So let's not take it personally. People often call contractors first because they know they can't build it themselves (though that's not always true), but why do they think a contractor can design it?

In my understanding, architects have never participated more in the design of single-family residences in our history (correct me if I'm wrong), so we're not just trying to regain market share. We're aiming to increase market share not only for our own business health but also because we truly believe we can improve housing-both literally and in terms of the homeowner's experience.

I don't know how to market residential services. All of my good and great residential projects came from people actively seeking an architect. They were educated, self-aware, and honest enough to know that if they wanted a good (or great) home, they understood (somehow) that an architect was needed and found it a worthy investment. When someone hesitates to pay $2K for a mediocre set of online plans, how can the conversation continue if they are suddenly informed it may cost 10 to 30 times more than that for a comprehensive service?

Perhaps after 34 years, I'm jaded and have lost hope that the AIA will assist us. Houzz will definitely not help us.

Greg, thanks for your honesty. Brenda, we must address the elephant in the room - the 'HGTV loving mid-range single family' residential market.

Understanding value cannot precede appreciation. Appreciation comes after awareness, which comes from both seeking and discovery. We keep talking about value, but we need a new slogan.

No disparagement intended. Agreed that they provide a service that most single family clients need. Also that most non-licensed home designers carry no liability insurance and also have a much lower standard of care in their documents. Also agree about AIA not providing enough support for small firms in general. And that Houzz can run their business as they see fit. To use a different (inexact) analogy, let's say you were a board-certified dermatologist MD. You would likely not pay to advertise when grouped with salons that provide skin care treatments. 

My experience is that many clients are poorly informed as to the value of our services, even when they have the means to pay for them. I've lost count of the number of times I have met someone socially, and upon finding out that I am an architect, they regale me horror stories about their new or remodel home project. I ask who their "architect" was and it's typically someone provided by the builder or recommended by the decorator. Usually minimal drawings and no CA. Many homebuilders here actively lobby clients against hiring a full-service architect because it means they have to build to a standard and the architect has power to reject work. It is indeed the market reality.

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Thanks Greg and Lee - I think about this often & I guess my main thought is are we architects being too narrow?

Greg - you used the analogy of a specialist in dermatology wanting to be differentiated from people who provide treatments or merely sell products - and I agree with your point and think about the correlation between how professional services are offered and valued. However, why do we all consider ourselves 'specialists' who need to control the process and outcome? Wouldn't it also be good for architects to function more like general practitioners?

My general practice physician gives me recommendations and advice, but also doesn't supervise me to make sure I am following every instruction to the letter.  I value her expertise and input and we work together to decide on a course of action, but it's ultimately up to me to carry it out. She also listens when I may not want to take a medication with potential side-effects or that I can't afford, I have a say in what works best on my terms. 

Design trends come and go - just like fad diets or unhealthy lifestyle choices, and of course at some point, the analogy breaks down... But as architects, aren't we fully equipped to help diagnose and recommend solutions for most residential design problems without completely managing the entire process? Residential home builders clearly don't need architects to help them build, they are building most houses without us anyway...In my experience, the part that average homeowners and builders really need help with is design - not answers about how to build, but answers about what to build (and when is shiplap NOT a good idea!)

I also agree with Lee that Americans won't (or more often can't afford to) pay someone to do things for them, but most people interested in DIY and design are also open and willing to learn and value professional design advice. Why is comprehensive full service architecture the only option we can imagine when it is cost prohibitive for most home owners and for average homes, architects aren't in a position to control the budget or dictate the outcome?

I work with several contractors who are very good builders, but they are also fielding the HGTV style requests from homeowners and they don't have the tools or expertise to educate clients or test ideas to see if they will even work the way the client hopes. They refer clients to us for preliminary design and planning and to help with communication and setting home owner expectations. Once everyone is on the same page in terms of basic architectural design and site and space planning, the process of documentation and building goes much more smoothly and there are fewer surprises or changes in the field.

It just seems like maybe clients or resources like Houzz aren't the problem - maybe it's our own impossible standards and narrow expectations? We are trained to be creative problem solvers, so maybe we need to find different ways to share our unique skill sets to promote better (healthier) single family residential outcomes. It seems like giving up some control but doing the part we are uniquely trained to do would be better than what is currently happening without us?

Clearly a topic I wish the AIA would spend more time on... but glad you all are here!

I do very little single-family work anymore, and I'm a solo practitioner (isn't that what solo practitioners do?). Many of my reasons are explained in this discussion. I also want to echo Greg Ibanez's comments, as he has summed up most of my thoughts; I used to be a big Houzz user. I can't, and I won't compete for clients who want or have NO designer - none - only the contractor who scribbles on graph paper, and the locals still give them a permit. Are you kidding me? (True story - I'm fixing that house now).

Brenda makes some valid points. Many architects and the AIA tend to shun non-urban dwellers, thinkers, and advocates. The idea that only the "urban" life is preferable sometimes emerges tacitly, though not overtly, as we all tend to be condescending at times, even if we don't mean to.

Personally, I have lost patience with the HGTV crowd, as I really don't believe Americans want to pay someone to do things for them. The DIY American Pride attitude pervades all aspects of our culture. So let's not take it personally. People often call contractors first because they know they can't build it themselves (though that's not always true), but why do they think a contractor can design it?

In my understanding, architects have never participated more in the design of single-family residences in our history (correct me if I'm wrong), so we're not just trying to regain market share. We're aiming to increase market share not only for our own business health but also because we truly believe we can improve housing-both literally and in terms of the homeowner's experience.

I don't know how to market residential services. All of my good and great residential projects came from people actively seeking an architect. They were educated, self-aware, and honest enough to know that if they wanted a good (or great) home, they understood (somehow) that an architect was needed and found it a worthy investment. When someone hesitates to pay $2K for a mediocre set of online plans, how can the conversation continue if they are suddenly informed it may cost 10 to 30 times more than that for a comprehensive service?

Perhaps after 34 years, I'm jaded and have lost hope that the AIA will assist us. Houzz will definitely not help us.

Greg, thanks for your honesty. Brenda, we must address the elephant in the room - the 'HGTV loving mid-range single family' residential market.

Understanding value cannot precede appreciation. Appreciation comes after awareness, which comes from both seeking and discovery. We keep talking about value, but we need a new slogan.

No disparagement intended. Agreed that they provide a service that most single family clients need. Also that most non-licensed home designers carry no liability insurance and also have a much lower standard of care in their documents. Also agree about AIA not providing enough support for small firms in general. And that Houzz can run their business as they see fit. To use a different (inexact) analogy, let's say you were a board-certified dermatologist MD. You would likely not pay to advertise when grouped with salons that provide skin care treatments. 

My experience is that many clients are poorly informed as to the value of our services, even when they have the means to pay for them. I've lost count of the number of times I have met someone socially, and upon finding out that I am an architect, they regale me horror stories about their new or remodel home project. I ask who their "architect" was and it's typically someone provided by the builder or recommended by the decorator. Usually minimal drawings and no CA. Many homebuilders here actively lobby clients against hiring a full-service architect because it means they have to build to a standard and the architect has power to reject work. It is indeed the market reality.

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Brenda, these are valid points. Maybe we are too narrow. Here is why I am too narrow.

I'd bet our (my) biggest reservations don't (doesn't) come from not wanting to do those projects (which is a big part of my case) but from a fear of being sued.

In 22 years of business, I was nervous I would be sued three times. Each was on smaller residential projects where the "fault" was on the owner or the contractor. Yet, I spent hours and thousands of dollars of time circling the wagons with my insurance company and attorneys. I was never sued, but I lost a lot of sleep. I was not close to being negligent-the owners just wanted someone to blame.

One analogy that comes to my mind regarding offering lesser services is likened to crossing a dangerous river (it's silly and breaks down quickly). I can stand on the shore and even get my feet wet. I can find a way to endure and cross to the other side. But if I am anywhere in the middle - anywhere - I could be in jeopardy.

I've worked with a few good builders, but too many aren't (especially in the custom residential world). They don't like architects and don't want to work with them (and likely never have). They want to build something fast and easy. When they see my work, it's challenging. I've found that during construction, if I am not there performing CA services, I don't trust them to get it right (or as intended). Again, I've got too many stories.

Therefore, I could offer a consultation or even provide sketches. But once we get into CDs, it's my way or nothing. I won't or can't let anyone dictate how I perform my services or how many details or drawings are enough. Thus, I offer only full services or nothing. This policy was established many years ago. I have too many stories (and a few clients who built things on the weekend with beer, pizza, and their buddies).

I'm a solo practitioner, so I want to work on projects and with people I enjoy. Sometimes, I get both. Thus, I say no to projects more than I say yes. I have that luxury. I still get headaches, but at least there's a high probability I'll like the outcome and want to share it.

I won't judge what another architect chooses to take on or what work they enjoy. I hope more architects will take on smaller residential projects, do them well, and find satisfaction in them. That's the common world of architecture, but the AIA, the architectural (and social) media, and fellow architects don't want to discuss that aspect. 

Your model offers hope if we could escape those temptations and leave our ivory towers. Lastly, people spend money on what they value.

Thanks Greg and Lee - I think about this often & I guess my main thought is are we architects being too narrow?

Greg - you used the analogy of a specialist in dermatology wanting to be differentiated from people who provide treatments or merely sell products - and I agree with your point and think about the correlation between how professional services are offered and valued. However, why do we all consider ourselves 'specialists' who need to control the process and outcome? Wouldn't it also be good for architects to function more like general practitioners?

My general practice physician gives me recommendations and advice, but also doesn't supervise me to make sure I am following every instruction to the letter.  I value her expertise and input and we work together to decide on a course of action, but it's ultimately up to me to carry it out. She also listens when I may not want to take a medication with potential side-effects or that I can't afford, I have a say in what works best on my terms. 

Design trends come and go - just like fad diets or unhealthy lifestyle choices, and of course at some point, the analogy breaks down... But as architects, aren't we fully equipped to help diagnose and recommend solutions for most residential design problems without completely managing the entire process? Residential home builders clearly don't need architects to help them build, they are building most houses without us anyway...In my experience, the part that average homeowners and builders really need help with is design - not answers about how to build, but answers about what to build (and when is shiplap NOT a good idea!)

I also agree with Lee that Americans won't (or more often can't afford to) pay someone to do things for them, but most people interested in DIY and design are also open and willing to learn and value professional design advice. Why is comprehensive full service architecture the only option we can imagine when it is cost prohibitive for most home owners and for average homes, architects aren't in a position to control the budget or dictate the outcome?

I work with several contractors who are very good builders, but they are also fielding the HGTV style requests from homeowners and they don't have the tools or expertise to educate clients or test ideas to see if they will even work the way the client hopes. They refer clients to us for preliminary design and planning and to help with communication and setting home owner expectations. Once everyone is on the same page in terms of basic architectural design and site and space planning, the process of documentation and building goes much more smoothly and there are fewer surprises or changes in the field.

It just seems like maybe clients or resources like Houzz aren't the problem - maybe it's our own impossible standards and narrow expectations? We are trained to be creative problem solvers, so maybe we need to find different ways to share our unique skill sets to promote better (healthier) single family residential outcomes. It seems like giving up some control but doing the part we are uniquely trained to do would be better than what is currently happening without us?

Clearly a topic I wish the AIA would spend more time on... but glad you all are here!

I do very little single-family work anymore, and I'm a solo practitioner (isn't that what solo practitioners do?). Many of my reasons are explained in this discussion. I also want to echo Greg Ibanez's comments, as he has summed up most of my thoughts; I used to be a big Houzz user. I can't, and I won't compete for clients who want or have NO designer - none - only the contractor who scribbles on graph paper, and the locals still give them a permit. Are you kidding me? (True story - I'm fixing that house now).

Brenda makes some valid points. Many architects and the AIA tend to shun non-urban dwellers, thinkers, and advocates. The idea that only the "urban" life is preferable sometimes emerges tacitly, though not overtly, as we all tend to be condescending at times, even if we don't mean to.

Personally, I have lost patience with the HGTV crowd, as I really don't believe Americans want to pay someone to do things for them. The DIY American Pride attitude pervades all aspects of our culture. So let's not take it personally. People often call contractors first because they know they can't build it themselves (though that's not always true), but why do they think a contractor can design it?

In my understanding, architects have never participated more in the design of single-family residences in our history (correct me if I'm wrong), so we're not just trying to regain market share. We're aiming to increase market share not only for our own business health but also because we truly believe we can improve housing-both literally and in terms of the homeowner's experience.

I don't know how to market residential services. All of my good and great residential projects came from people actively seeking an architect. They were educated, self-aware, and honest enough to know that if they wanted a good (or great) home, they understood (somehow) that an architect was needed and found it a worthy investment. When someone hesitates to pay $2K for a mediocre set of online plans, how can the conversation continue if they are suddenly informed it may cost 10 to 30 times more than that for a comprehensive service?

Perhaps after 34 years, I'm jaded and have lost hope that the AIA will assist us. Houzz will definitely not help us.

Greg, thanks for your honesty. Brenda, we must address the elephant in the room - the 'HGTV loving mid-range single family' residential market.

Understanding value cannot precede appreciation. Appreciation comes after awareness, which comes from both seeking and discovery. We keep talking about value, but we need a new slogan.

No disparagement intended. Agreed that they provide a service that most single family clients need. Also that most non-licensed home designers carry no liability insurance and also have a much lower standard of care in their documents. Also agree about AIA not providing enough support for small firms in general. And that Houzz can run their business as they see fit. To use a different (inexact) analogy, let's say you were a board-certified dermatologist MD. You would likely not pay to advertise when grouped with salons that provide skin care treatments. 

My experience is that many clients are poorly informed as to the value of our services, even when they have the means to pay for them. I've lost count of the number of times I have met someone socially, and upon finding out that I am an architect, they regale me horror stories about their new or remodel home project. I ask who their "architect" was and it's typically someone provided by the builder or recommended by the decorator. Usually minimal drawings and no CA. Many homebuilders here actively lobby clients against hiring a full-service architect because it means they have to build to a standard and the architect has power to reject work. It is indeed the market reality.

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Brenda, these are valid points. Maybe we are too narrow. Here is why I am too narrow.

I'd bet our (my) biggest reservations don't (doesn't) come from not wanting to do those projects (which is a big part of my case) but from a fear of being sued.

In 22 years of business, I was nervous I would be sued three times. Each was on smaller residential projects where the "fault" was on the owner or the contractor. Yet, I spent hours and thousands of dollars of time circling the wagons with my insurance company and attorneys. I was never sued, but I lost a lot of sleep. I was not close to being negligent-the owners just wanted someone to blame.

One analogy that comes to my mind regarding offering lesser services is likened to crossing a dangerous river (it's silly and breaks down quickly). I can stand on the shore and even get my feet wet. I can find a way to endure and cross to the other side. But if I am anywhere in the middle - anywhere - I could be in jeopardy.

I've worked with a few good builders, but too many aren't (especially in the custom residential world). They don't like architects and don't want to work with them (and likely never have). They want to build something fast and easy. When they see my work, it's challenging. I've found that during construction, if I am not there performing CA services, I don't trust them to get it right (or as intended). Again, I've got too many stories.

Therefore, I could offer a consultation or even provide sketches. But once we get into CDs, it's my way or nothing. I won't or can't let anyone dictate how I perform my services or how many details or drawings are enough. Thus, I offer only full services or nothing. This policy was established many years ago. I have too many stories (and a few clients who built things on the weekend with beer, pizza, and their buddies).

I'm a solo practitioner, so I want to work on projects and with people I enjoy. Sometimes, I get both. Thus, I say no to projects more than I say yes. I have that luxury. I still get headaches, but at least there's a high probability I'll like the outcome and want to share it.

I won't judge what another architect chooses to take on or what work they enjoy. I hope more architects will take on smaller residential projects, do them well, and find satisfaction in them. That's the common world of architecture, but the AIA, the architectural (and social) media, and fellow architects don't want to discuss that aspect. 

Your model offers hope if we could escape those temptations and leave our ivory towers. Lastly, people spend money on what they value.

Thanks Greg and Lee - I think about this often & I guess my main thought is are we architects being too narrow?

Greg - you used the analogy of a specialist in dermatology wanting to be differentiated from people who provide treatments or merely sell products - and I agree with your point and think about the correlation between how professional services are offered and valued. However, why do we all consider ourselves 'specialists' who need to control the process and outcome? Wouldn't it also be good for architects to function more like general practitioners?

My general practice physician gives me recommendations and advice, but also doesn't supervise me to make sure I am following every instruction to the letter.  I value her expertise and input and we work together to decide on a course of action, but it's ultimately up to me to carry it out. She also listens when I may not want to take a medication with potential side-effects or that I can't afford, I have a say in what works best on my terms. 

Design trends come and go - just like fad diets or unhealthy lifestyle choices, and of course at some point, the analogy breaks down... But as architects, aren't we fully equipped to help diagnose and recommend solutions for most residential design problems without completely managing the entire process? Residential home builders clearly don't need architects to help them build, they are building most houses without us anyway...In my experience, the part that average homeowners and builders really need help with is design - not answers about how to build, but answers about what to build (and when is shiplap NOT a good idea!)

I also agree with Lee that Americans won't (or more often can't afford to) pay someone to do things for them, but most people interested in DIY and design are also open and willing to learn and value professional design advice. Why is comprehensive full service architecture the only option we can imagine when it is cost prohibitive for most home owners and for average homes, architects aren't in a position to control the budget or dictate the outcome?

I work with several contractors who are very good builders, but they are also fielding the HGTV style requests from homeowners and they don't have the tools or expertise to educate clients or test ideas to see if they will even work the way the client hopes. They refer clients to us for preliminary design and planning and to help with communication and setting home owner expectations. Once everyone is on the same page in terms of basic architectural design and site and space planning, the process of documentation and building goes much more smoothly and there are fewer surprises or changes in the field.

It just seems like maybe clients or resources like Houzz aren't the problem - maybe it's our own impossible standards and narrow expectations? We are trained to be creative problem solvers, so maybe we need to find different ways to share our unique skill sets to promote better (healthier) single family residential outcomes. It seems like giving up some control but doing the part we are uniquely trained to do would be better than what is currently happening without us?

Clearly a topic I wish the AIA would spend more time on... but glad you all are here!

I do very little single-family work anymore, and I'm a solo practitioner (isn't that what solo practitioners do?). Many of my reasons are explained in this discussion. I also want to echo Greg Ibanez's comments, as he has summed up most of my thoughts; I used to be a big Houzz user. I can't, and I won't compete for clients who want or have NO designer - none - only the contractor who scribbles on graph paper, and the locals still give them a permit. Are you kidding me? (True story - I'm fixing that house now).

Brenda makes some valid points. Many architects and the AIA tend to shun non-urban dwellers, thinkers, and advocates. The idea that only the "urban" life is preferable sometimes emerges tacitly, though not overtly, as we all tend to be condescending at times, even if we don't mean to.

Personally, I have lost patience with the HGTV crowd, as I really don't believe Americans want to pay someone to do things for them. The DIY American Pride attitude pervades all aspects of our culture. So let's not take it personally. People often call contractors first because they know they can't build it themselves (though that's not always true), but why do they think a contractor can design it?

In my understanding, architects have never participated more in the design of single-family residences in our history (correct me if I'm wrong), so we're not just trying to regain market share. We're aiming to increase market share not only for our own business health but also because we truly believe we can improve housing-both literally and in terms of the homeowner's experience.

I don't know how to market residential services. All of my good and great residential projects came from people actively seeking an architect. They were educated, self-aware, and honest enough to know that if they wanted a good (or great) home, they understood (somehow) that an architect was needed and found it a worthy investment. When someone hesitates to pay $2K for a mediocre set of online plans, how can the conversation continue if they are suddenly informed it may cost 10 to 30 times more than that for a comprehensive service?

Perhaps after 34 years, I'm jaded and have lost hope that the AIA will assist us. Houzz will definitely not help us.

Greg, thanks for your honesty. Brenda, we must address the elephant in the room - the 'HGTV loving mid-range single family' residential market.

Understanding value cannot precede appreciation. Appreciation comes after awareness, which comes from both seeking and discovery. We keep talking about value, but we need a new slogan.

No disparagement intended. Agreed that they provide a service that most single family clients need. Also that most non-licensed home designers carry no liability insurance and also have a much lower standard of care in their documents. Also agree about AIA not providing enough support for small firms in general. And that Houzz can run their business as they see fit. To use a different (inexact) analogy, let's say you were a board-certified dermatologist MD. You would likely not pay to advertise when grouped with salons that provide skin care treatments. 

My experience is that many clients are poorly informed as to the value of our services, even when they have the means to pay for them. I've lost count of the number of times I have met someone socially, and upon finding out that I am an architect, they regale me horror stories about their new or remodel home project. I ask who their "architect" was and it's typically someone provided by the builder or recommended by the decorator. Usually minimal drawings and no CA. Many homebuilders here actively lobby clients against hiring a full-service architect because it means they have to build to a standard and the architect has power to reject work. It is indeed the market reality.

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

In Houzz's mind is it trying to simplify things and not having to worry about what state requires licensure, and what doesn't?  Hence why Architects, Designers, Drafters all get lumped into one category?  This makes it easy, there is no additional leg work they have to do to verify if someone is or isn't.  

I have had numerous clients ask me if I am an Architect.  I tell them that legally I am not, but studied and trained under the guidance of licensed Architects.  But since Kentucky does not require me to be licensed to do residential (and some commercial) work, I can't say I am an Architect.  Even though in the eyes of the client, thats essentially how they view me.

Brenda, these are valid points. Maybe we are too narrow. Here is why I am too narrow.

I'd bet our (my) biggest reservations don't (doesn't) come from not wanting to do those projects (which is a big part of my case) but from a fear of being sued.

In 22 years of business, I was nervous I would be sued three times. Each was on smaller residential projects where the "fault" was on the owner or the contractor. Yet, I spent hours and thousands of dollars of time circling the wagons with my insurance company and attorneys. I was never sued, but I lost a lot of sleep. I was not close to being negligent-the owners just wanted someone to blame.

One analogy that comes to my mind regarding offering lesser services is likened to crossing a dangerous river (it's silly and breaks down quickly). I can stand on the shore and even get my feet wet. I can find a way to endure and cross to the other side. But if I am anywhere in the middle - anywhere - I could be in jeopardy.

I've worked with a few good builders, but too many aren't (especially in the custom residential world). They don't like architects and don't want to work with them (and likely never have). They want to build something fast and easy. When they see my work, it's challenging. I've found that during construction, if I am not there performing CA services, I don't trust them to get it right (or as intended). Again, I've got too many stories.

Therefore, I could offer a consultation or even provide sketches. But once we get into CDs, it's my way or nothing. I won't or can't let anyone dictate how I perform my services or how many details or drawings are enough. Thus, I offer only full services or nothing. This policy was established many years ago. I have too many stories (and a few clients who built things on the weekend with beer, pizza, and their buddies).

I'm a solo practitioner, so I want to work on projects and with people I enjoy. Sometimes, I get both. Thus, I say no to projects more than I say yes. I have that luxury. I still get headaches, but at least there's a high probability I'll like the outcome and want to share it.

I won't judge what another architect chooses to take on or what work they enjoy. I hope more architects will take on smaller residential projects, do them well, and find satisfaction in them. That's the common world of architecture, but the AIA, the architectural (and social) media, and fellow architects don't want to discuss that aspect. 

Your model offers hope if we could escape those temptations and leave our ivory towers. Lastly, people spend money on what they value.

Thanks Greg and Lee - I think about this often & I guess my main thought is are we architects being too narrow?

Greg - you used the analogy of a specialist in dermatology wanting to be differentiated from people who provide treatments or merely sell products - and I agree with your point and think about the correlation between how professional services are offered and valued. However, why do we all consider ourselves 'specialists' who need to control the process and outcome? Wouldn't it also be good for architects to function more like general practitioners?

My general practice physician gives me recommendations and advice, but also doesn't supervise me to make sure I am following every instruction to the letter.  I value her expertise and input and we work together to decide on a course of action, but it's ultimately up to me to carry it out. She also listens when I may not want to take a medication with potential side-effects or that I can't afford, I have a say in what works best on my terms. 

Design trends come and go - just like fad diets or unhealthy lifestyle choices, and of course at some point, the analogy breaks down... But as architects, aren't we fully equipped to help diagnose and recommend solutions for most residential design problems without completely managing the entire process? Residential home builders clearly don't need architects to help them build, they are building most houses without us anyway...In my experience, the part that average homeowners and builders really need help with is design - not answers about how to build, but answers about what to build (and when is shiplap NOT a good idea!)

I also agree with Lee that Americans won't (or more often can't afford to) pay someone to do things for them, but most people interested in DIY and design are also open and willing to learn and value professional design advice. Why is comprehensive full service architecture the only option we can imagine when it is cost prohibitive for most home owners and for average homes, architects aren't in a position to control the budget or dictate the outcome?

I work with several contractors who are very good builders, but they are also fielding the HGTV style requests from homeowners and they don't have the tools or expertise to educate clients or test ideas to see if they will even work the way the client hopes. They refer clients to us for preliminary design and planning and to help with communication and setting home owner expectations. Once everyone is on the same page in terms of basic architectural design and site and space planning, the process of documentation and building goes much more smoothly and there are fewer surprises or changes in the field.

It just seems like maybe clients or resources like Houzz aren't the problem - maybe it's our own impossible standards and narrow expectations? We are trained to be creative problem solvers, so maybe we need to find different ways to share our unique skill sets to promote better (healthier) single family residential outcomes. It seems like giving up some control but doing the part we are uniquely trained to do would be better than what is currently happening without us?

Clearly a topic I wish the AIA would spend more time on... but glad you all are here!

I do very little single-family work anymore, and I'm a solo practitioner (isn't that what solo practitioners do?). Many of my reasons are explained in this discussion. I also want to echo Greg Ibanez's comments, as he has summed up most of my thoughts; I used to be a big Houzz user. I can't, and I won't compete for clients who want or have NO designer - none - only the contractor who scribbles on graph paper, and the locals still give them a permit. Are you kidding me? (True story - I'm fixing that house now).

Brenda makes some valid points. Many architects and the AIA tend to shun non-urban dwellers, thinkers, and advocates. The idea that only the "urban" life is preferable sometimes emerges tacitly, though not overtly, as we all tend to be condescending at times, even if we don't mean to.

Personally, I have lost patience with the HGTV crowd, as I really don't believe Americans want to pay someone to do things for them. The DIY American Pride attitude pervades all aspects of our culture. So let's not take it personally. People often call contractors first because they know they can't build it themselves (though that's not always true), but why do they think a contractor can design it?

In my understanding, architects have never participated more in the design of single-family residences in our history (correct me if I'm wrong), so we're not just trying to regain market share. We're aiming to increase market share not only for our own business health but also because we truly believe we can improve housing-both literally and in terms of the homeowner's experience.

I don't know how to market residential services. All of my good and great residential projects came from people actively seeking an architect. They were educated, self-aware, and honest enough to know that if they wanted a good (or great) home, they understood (somehow) that an architect was needed and found it a worthy investment. When someone hesitates to pay $2K for a mediocre set of online plans, how can the conversation continue if they are suddenly informed it may cost 10 to 30 times more than that for a comprehensive service?

Perhaps after 34 years, I'm jaded and have lost hope that the AIA will assist us. Houzz will definitely not help us.

Greg, thanks for your honesty. Brenda, we must address the elephant in the room - the 'HGTV loving mid-range single family' residential market.

Understanding value cannot precede appreciation. Appreciation comes after awareness, which comes from both seeking and discovery. We keep talking about value, but we need a new slogan.

No disparagement intended. Agreed that they provide a service that most single family clients need. Also that most non-licensed home designers carry no liability insurance and also have a much lower standard of care in their documents. Also agree about AIA not providing enough support for small firms in general. And that Houzz can run their business as they see fit. To use a different (inexact) analogy, let's say you were a board-certified dermatologist MD. You would likely not pay to advertise when grouped with salons that provide skin care treatments. 

My experience is that many clients are poorly informed as to the value of our services, even when they have the means to pay for them. I've lost count of the number of times I have met someone socially, and upon finding out that I am an architect, they regale me horror stories about their new or remodel home project. I ask who their "architect" was and it's typically someone provided by the builder or recommended by the decorator. Usually minimal drawings and no CA. Many homebuilders here actively lobby clients against hiring a full-service architect because it means they have to build to a standard and the architect has power to reject work. It is indeed the market reality.

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

No disparagement intended. Agreed that they provide a service that most single family clients need. Also that most non-licensed home designers carry no liability insurance and also have a much lower standard of care in their documents. Also agree about AIA not providing enough support for small firms in general. And that Houzz can run their business as they see fit. To use a different (inexact) analogy, let's say you were a board-certified dermatologist MD. You would likely not pay to advertise when grouped with salons that provide skin care treatments. 

My experience is that many clients are poorly informed as to the value of our services, even when they have the means to pay for them. I've lost count of the number of times I have met someone socially, and upon finding out that I am an architect, they regale me horror stories about their new or remodel home project. I ask who their "architect" was and it's typically someone provided by the builder or recommended by the decorator. Usually minimal drawings and no CA. Many homebuilders here actively lobby clients against hiring a full-service architect because it means they have to build to a standard and the architect has power to reject work. It is indeed the market reality.

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Totally agree with this, as architects we have way more higher standards, ethical compliance and risk . I have stopped taking projects where I was recommended by a GC or through other parties. If its not my client, my relationship, and me at forefront of their best interest, I am moving on. Hard to do when you are small and need work but as you set better standards, you start getting better clients.

No disparagement intended. Agreed that they provide a service that most single family clients need. Also that most non-licensed home designers carry no liability insurance and also have a much lower standard of care in their documents. Also agree about AIA not providing enough support for small firms in general. And that Houzz can run their business as they see fit. To use a different (inexact) analogy, let's say you were a board-certified dermatologist MD. You would likely not pay to advertise when grouped with salons that provide skin care treatments. 

My experience is that many clients are poorly informed as to the value of our services, even when they have the means to pay for them. I've lost count of the number of times I have met someone socially, and upon finding out that I am an architect, they regale me horror stories about their new or remodel home project. I ask who their "architect" was and it's typically someone provided by the builder or recommended by the decorator. Usually minimal drawings and no CA. Many homebuilders here actively lobby clients against hiring a full-service architect because it means they have to build to a standard and the architect has power to reject work. It is indeed the market reality.

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

Arben, curious about not taking on projects recommended by a GC or through other parties?  Is it that you are not dealing directly with the client or not having a contract with them?  I actually value a GC (granted my situation might be a bit different) bringing me work.  In a way, I feel as though they have done a bit of leg work in filtering them out if they are a worthwhile client or not.  Now I have told these GC's that I will only have a contract with the client and not have the contract run through the GC.  Most of the time, the GC doesn't want any part in that, and just wants to be kept abreast of how things are going and working together as a team.

Totally agree with this, as architects we have way more higher standards, ethical compliance and risk . I have stopped taking projects where I was recommended by a GC or through other parties. If its not my client, my relationship, and me at forefront of their best interest, I am moving on. Hard to do when you are small and need work but as you set better standards, you start getting better clients.

No disparagement intended. Agreed that they provide a service that most single family clients need. Also that most non-licensed home designers carry no liability insurance and also have a much lower standard of care in their documents. Also agree about AIA not providing enough support for small firms in general. And that Houzz can run their business as they see fit. To use a different (inexact) analogy, let's say you were a board-certified dermatologist MD. You would likely not pay to advertise when grouped with salons that provide skin care treatments. 

My experience is that many clients are poorly informed as to the value of our services, even when they have the means to pay for them. I've lost count of the number of times I have met someone socially, and upon finding out that I am an architect, they regale me horror stories about their new or remodel home project. I ask who their "architect" was and it's typically someone provided by the builder or recommended by the decorator. Usually minimal drawings and no CA. Many homebuilders here actively lobby clients against hiring a full-service architect because it means they have to build to a standard and the architect has power to reject work. It is indeed the market reality.

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?

"...Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic..."

I think this would be an interesting topic - I don't think it's exactly fair to expect Houzz to recognize our value or make home building and remodeling more difficult by requiring a licensed professional for design when the profession of architecture hasn't done a great job addressing the needs of the 'HGTV loving mid-range single family' residential market, which seems to be the bulk of Houzz users. It feels like the suburban and rural residential environment doesn't even exist to the AIA?! 

At the same time, non-licensed professionals have been doing most of the work in single family residential because they are filling a REAL need for people who are making design decisions when investing in their homes. 

Rather than looking down on those who are filling that need and demanding that resources like Houzz protect our interests and recognize our value - maybe we as architects should be talking about ways to participate more in the single family residential market and make our services accessible to more people? If we as a creative profession can't find ways to acknowledge that affordable single family spaces matter to us and can't demonstrate our value to the process....that doesn't seem like a Houzz problem. 

I completely agree with you in getting requests for projects that don't always fit the scope.  I guess I take that as part of the business.  Here in Kentucky, you don't have to be licensed to design a home or an addition.  Something I wish would happen, but then I also realize I am shooting myself in the foot.  But thats a discussion for another topic.

I wish Houzz did a better job at screening, filtering or categorizing the different trades.  I am not a builder, but I get leads for a builder. I am not an interior designer, but I get leads for that as well.  I think the biggest hurdle as I mentioned earlier is when perspective clients are filling out an inquiry form what they are looking for.  Tell me any client no matter the project that doesn't want the best or highest quality in their project.  I have tried to change what the budgetary numbers are for the projects I want to get, but clients just don't know and so they guess.  

Maybe if there are enough people that can get together and pitch some additional ideas or ways that Houzz can work better for us, those changes will be made. 

I will echo the other comments- sadly there is just no easy way to market residential. Regarding Houzz, the issue for us has been that you are undifferentiated from non-professionals on their site. That means your Houzz "peers" are non-licensed "home designers." Needless to say this groups you with cut-rate $/sf service providers in the eyes of those prospective clients. I had a spirited discussion about this with a Houzz rep at AIA National as she gave me a hard sell on signing up for their site. Simply put they don't get it nor care- having zero barriers to entry suits them just fine.

Hi, wondering if anyone has had any experience with websites such as Houzz.com, for marketing and lead generation and rate of success etc. As a sole proprietor architect, most of my leads and work come from referrals or word of mouth, with occasional google hits. I am trying to increase my leads digitally and Houzz seemed like a good option, but after subscribing to their pro program for over a year now, I have only one project to show for it, and considering abandoning it as the cost of investment in it outweighs the leads generated, at least for me. 

Anyone have any experience they can share?