Architect Marketing Institute

Sick of clients questioning your fees? Let's give you the scripts and tools to get that sorted. Join us for a 30 minute rapid fire training on how to handle fee resistance ...once and for all. I have the tool kit just for you. Key points: 🚀 You'll receive my deconstruction format that turns tiger sized objections into a pussycat that can be easily pushed on the couch. Fee thieves will be powerless to defend against you. 🚀 Half an hour of training might stop you from discounting by $30,000 to $100,000, or going unpaid for out of scope work, because you don't have the words or mindset to fight back. That means this 30 minute training might be worth $1,000 a minute to you. 🚀 You'll be embarrassed to know that there is no charge for this session (you can make a donation LOL) Attendees will receive 52 of the premium scripts our high-fee earning SIX+MAPS members use. You don't have to be a member to get access to this special training, because we are sharing it publicly at no charge for the first time this week. Can't fit this into your schedule? Go ahead and register anyway. We will send out a replay link to everyone who registers, so you can watch the edited video recording at a convenient time. Join us LIVE if you can... Ask questions, post comments and enjoy the show. Register HERE now!

A place to hit the books and commune with fellow students via AMI Mastermind member Jeff Krieger #Architecture #Education #Design

Generalists think that being a generalist is a strength. It probably is. Unfortunately, the market perceives a generalist as a commodity. A specialist is the one they seek out when they have a big expensive problem. You pay the general practitioner $80 for and medical appointment and the specialist heart surgeon $300 for the same amount of time. Don't fight it, see the pattern, follow the pattern. -Richard

Message to Market Match In marketing, it is a good idea to adapt your message depending on your audience. You can target 3 different niches and use a similar message, but find out how they think differently, specific problems each niche may have and if they talk differently. Here's a graphic example. It's a joke, but the point is actually relevant for us. . . . Meme: Cover Band Central

Do you recommend tiered pricing selling design services? Post examples below and what you've learned doing it. #hellofresh #selling #design

Now that's a niche! Tag the designer...

This is what deploying the Dirty30 strategy looks like each month!! Architecture is a referral business. You can't get past that. If you don't have all the dream projects you want then a powerful question could be: "How can I get 400% more quality referrals?" SIX members are busy winning referrals because they have referral SYSTEMS like the Dirty 30. THEY DON'T WAIT FOR REFERRALS THEY TRIGGER THEM. If you were winning 400% more referrals then you need THREE new things in place. 1) A way to choose who you want - meaning a way to say NO to anyone who doesn't meet your criteria. 2) A waiting list 3) Higher fees, because you can when you have more projects coming in than you can handle. If you want to watch a training where I outline how our SIX members do their stuff, go to >>> archmarketing.org/9-steps Or when you are ready to move to Sunshine Island schedule a chat with Sue, go here >>

In this episode of AI for Architects, host Aya Shlachter interviews Richard Petrie about his journey from a professional cricket career to founding the Architect Marketing Institute. The discussion revolves around the importance of niching down in marketing, particularly for architects, and the common challenges they face. Richard emphasizes the role of AI in enhancing marketing strategies and introduces his SIX+ai framework, which includes AI agents designed to streamline marketing efforts for architects. The conversation also covers the onboarding process for architects to utilize these AI solutions effectively, and the significance of building a comprehensive marketing system to enhance project acquisition and business success. Listen on Apple or Spotify 🎧 . . . #applepodcasts #spotify #architects #aiforarchitects #ai

Mangaroa Character Renovation by @callidusarchitects led by Mona (Quinn) Kruse Hurnen, Richard's first architect client, who has transformed her firm with incredible drive. Ready to hone your niche and win better projects? Check out her success story pinned to the top of Architect Marketing Institute's YouTube channel. . . . #architecturephotography #characterrenovation #renovations #youtube #newzealandarchitecture

Back in the ‘90s when I sold photocopiers, I worked out that each deal was a relationship battle. I had to establish a better relationship than the other sales rep. The features and price were NOT the key factor. If they liked me more, they would tell me the other guy's price and help me do what was necessary so they could work with me. If I didn't get rapport, they wouldn't help me because they were helping the other guy they liked better. I was good at selling copiers because I KNEW what I was really selling. In one year I sold 400% of my target/budget in an industry where only half the sales people hit target. But unlike other sales people, I was under no illusion as to what the REAL product was … me. Sales is personal. That’s why rapport is so important. People buy on emotion and justify with logic. ‘𝗪𝗵𝘆 𝗱𝗶𝗱 𝗜 𝗿𝗲𝗮𝗹𝗹𝘆 𝗹𝗼𝘀𝗲 𝘁𝗵𝗮𝘁 𝗽𝗿𝗼𝗷𝗲𝗰𝘁?’ Have you ever lost a project you felt you were perfect for? You felt you had the skills, portfolio and experience, and you thought your price was okay? Everything lined up and they still said no. Rapport, or lack of it, is the truth that explains many of those unexpected losses. You win projects when you have better rapport with the client than the other architect. You lose projects when the other architect out ‘RAPPORTS’ you. A high-end client might want a high-end architect and you look like you are the cheap architect. Maybe your fees are low, you drive a cheap car and they assume you are low-end. They like you, but they want the expensive high-end-looking architect. You are not a match for them. That is why many of our SIX+MAPS clients who raise their fees are surprised to find the caliber of clients and the number of them increases. The SIX+MAPS members feared everyone would run away, but actually the good clients are attracted to the more expensive option. They equate fee with quality. 𝗪𝗵𝗮𝘁 𝗲𝘅𝗰𝘂𝘀𝗲𝘀 𝗱𝗼 𝘁𝗵𝗲𝘆 𝗴𝗶𝘃𝗲 𝘆𝗼𝘂 𝗳𝗼𝗿 𝗻𝗼𝘁 𝗰𝗵𝗼𝗼𝘀𝗶𝗻𝗴 𝘆𝗼𝘂? They're going to say, ‘Your fees are too high,’ or ‘Maybe we weren't a great fit.’ Maybe someone else could do it faster or they're offering to do some sort of analysis and sketch for free. That's the type of answer you'll get - one of the four F’s (fees, faster, free, fit), but these aren't the real reason. They are just less confronting to say than, ‘I actually like the other architect more than you.’ Architects with bad rapport win fewer projects, architects with good rapport win more projects, even if they are not the perfectly suited architect for a project. -Richard Petrie