EntreArchitect Podcast with Mark R. LePage

EntreArchitect // Gābl Media

Architect Mark R. LePage explores the business of architecture, firm leadership and the everyday life of an architect. From Gābl Media, EntreArchitect Podcast features weekly interviews with inspiring, passionate people who share their knowledge and expertise... all to help you build a better business as a small firm entrepreneur architect. Proven business strategies for architects, including financial management, profit, marketing, sales, productivity, and planning.

Episodes

Mentioned books

Dec 29, 2017 • 42min

EA200: Top 5 Most Popular Episodes for EntreArchitect Podcast in 2017 [Podcast]

Dec 22, 2017 • 34min

EA199: Using Emotions to Market Your Architecture Firm [Podcast]

Using Emotions to Market Your Architecture Firm Our prospective clients learn with their heads but decide with their hearts. After years of research and gathering information, often, when a client chooses to work with an architect, they simply go with their feelings. This week on EntreArchitect Podcast, Using Emotions to Market Your Architecture Firm. Have you encounter a situation where emotions take over and a decision is made with someone’s heart? You’ve probably seen it happen with yourself and your own clients. “In his book, Descartes Error, Antonio Damasio, professor of neuroscience at the University of Southern California, argues that emotion is a necessary ingredient to almost all decisions. When we are confronted with a decision, emotions from previous, related experiences affix values to the options we are considering. These emotions create preferences which lead to our decision.” Why is storytelling so important? When developing a marketing strategy, stories trigger memories and feelings. Stories evoke emotions and attach memories and feelings of things you’ve experienced. The 4 Fundamentals of Emotional Marketing: Knowing who you serve matters. Some architects don’t want to have a target market, but without knowing who you serve you can’t figure out how to emotionally connect with them. Pick a target so that you can learn more about them and connect best with their community. Where are they? What makes them happy? What are they trying to achieve? Sensorial experiences matter. Think beyond the traditional description of your services and develop strategies and services that are experienced with every sense. Can you start using technologies like virtual reality to allow your clients to actually walk into a house or building you’ve designed? Imagine the senses they would experience. An imaginative approach matters. We use our imaginations all the time. When providing products and services in new ways using imagination, we trigger something in our clients’ minds. What if our proposals and legal agreements were beautiful, creative, and easy to read? Manage the emotional experience through your imagination. The words we use matter. They will cause our clients to feel one way or the other. Are you designing a house or creating a home? They say the same thing, but one is more functional and technical, another is filled with feeling and love. Your spoken words when you first meet a client make a unique impression. The words on your website aren’t just a portfolio, they help show who you are. Mark’s marketing book suggestions: Emotional Branding: The New Paradigm for Connecting Brands to People by Marc Gobe Why We Buy: The Science of Shopping–Updated and Revised for the Internet, the Global Consumer, and Beyond by Paco Underhill Visit our Platform Sponsors Freshbooks is the easy way to send invoices, manage expenses, and track your time. Access your free 30 day trial at EntreArchitect.com/FreshBooks. (Enter EntreArchitect) Core by BQE Software is a brand new software designed specifically for architect’s project management! Get a free 15-day trial at EntreArchitect.com/BQE. ARCAT has huge libraries of free content, Specs, CAD, BIM and more. No registration required. Want to collaborate with colleagues in real time? Visit EntreArchitect.com/ARCAT and click Charrette for more information. Gusto is making payroll, benefits, and HR easy for small firm architects. Get an exclusive, limited time detail. Sign up today and get three months free. Visit EntreArchitect.com/Gusto and claim your free three months today! Referenced in this Episode Download the Profit For Small Firm Architects course for FREE. Leave a Rating and Review at iTunes EntreArchitect Membership Visit the home page at EntreArchitect.com to join now. The post EA199: Using Emotions to Market Your Architecture Firm [Podcast] appeared first on EntreArchitect // Small Firm Entrepreneur Architects. Mentioned in this episode:Frosty & Fired UpBuild Smart

Dec 15, 2017 • 1h 2min

EA198: How to Overcome the Fear of Growing Beyond You as a Small Firm Architect [Podcast]

How to Overcome the Fear of Growing Beyond You as a Small Firm Architect For years, Sheri teetered back and forth between staying small and practicing as a small practitioner or making plans for growth and executing toward a bigger future. This week on EntreArchitect Podcast, How to Overcome the Fear of Growing Beyond You as a Small Firm Architect with Sheri Scott of Springhouse Architects. Background Sheri is a member of EntreArchitect, but her and Mark connected online a long time ago and have been supporting one another as architects for a while. As a founder and principal at Springhouse Architects, Sheri’s mission is to lead clients through the building process with the clients in control and Springhouse as their guide, advocate, and ally. With over 20 years of experience in residential architecture, Sheri brings knowledge and confidence to every custom home project. She’s a graduate of the University of Cincinnati and has her NCARB license. Sheri’s also lead architect on three HOA boards and volunteers extensively with her son’s high school marching band. She also feels privileged to be a mentor to teenage girls. She lives in Ohio with her husband and three boys. Origin Story Sheri’s moment of discovering architecture wasn’t very inspiring. When she was in high school after her parents’ recent divorce and her older siblings moved out to go to college, she was lost and her grades dropped. She was called to the counselor’s office, and they asked if she wanted to be an engineer. Everyone in her family was an engineer, so she wasn’t interested in that. The one class she was interested in was drafting. To get out of the office, she agreed to apply to architecture school. She was accepted at University of Cincinnati and found the direction that she needed there. She wasn’t an artistic architecture student, but enjoyed the structure and the design classes. Sheri married before she graduated and had her first child the year after she finished school. The process of looking for a job with a six month old was different than many of those she graduated with; she had a lot of parameters in place. After searching, she found Atelier Design close to home. They let her work part time with a flexible schedule. She was able to focus on her family but build the foundation of her career at the same time. She worked there for twelve years until the crash in 2008. At that point, a lot of things happened that created the perfect storm. Her husband, John, lost his job and they took it as a sign that it was time for the next thing. John got a new job in Indianapolis, and they picked up and moved their whole family – now three boys – from Ohio to Indiana. Everything fell apart there. When Sheri left Ohio, she started Scott Architecture and negotiated one of the builders from her old job with her and her work was back in Ohio. They decided to move back and start over. After that, every month got a little bit better than the last. How did things turn around? In 2013, Sheri connected with EntreArchitect. That was another defining year in her career. She had to make a five year plan and she was amazed that putting her life goals on paper looked totally different than it did at that moment in time. Her whole career had been a balance of family and working, and she was happy doing that. She know, however, that in 2020 all her kids would be out of the house. Where did that leave her then? She’d built a whole career balancing things, and looking down the road looks different than everything she knew. In that moment, she knew she didn’t want things to be the same as they had been. What does your work with Charrette Venture Group look like? Sheri was doing a lot of the right things and her business was growing quickly. She was in control of it where it was, but wasn’t sure if she could control it if it continued to grow. She also didn’t understand the path of who to talk to, who to bring in, what resources she needed, etc. to get to her goal of a 10 person goal in 2020. She went back and forth with the decision to work with Charrette Venture Group when she had teenagers and a busy, stressful season. When she was ready to grow, she knew that she wanted something to focus on when her kids were out of the house. Charrette Venture Group was instrumental to Sheri’s firm’s growth. She didn’t know where to start, and it was overwhelming to think that she could learn it all and find, pay for and manage the resources she needed. It’s been a two year partnership, and Sheri hasn’t regretted it once. They bring things to the table that Sheri didn’t know and that she didn’t know that she didn’t know. One helpful piece was forecasting: finding all the numbers for the jobs, the personnel, and more, that boils down to a certain number to decide if she needs to hire more people or find more work for the people she currently has. She’s built a remote team that works well together; everyone likes one another and likes working with one another. Sheri has succeeding in creating the kind of firm that she was looking for when she entered the profession. Eventually, she changed her name to Springhouse Architects. She knew that to grow she would have to release some of the client interaction and delegate some things, and she didn’t feel great about doing that with her name on the door. When did you write your book? Sheri started blogging, and then it turned into a book. It was hard work, but it’s been the single best thing she did in terms of marketing. It’s available as a PDF on the Springhouse Architects website for free. When they get cold calls or emails, they send the book over as an introduction of who they are. Tell us about your recently released app. The app – called Nester – is a photo journal app for anyone doing a construction project. It’s for the homeowner to remember what happened through the construction process. The app is free, and someone can go out to the site, take a pictures and write a note about what’s happening. The magic happens at the end of the project the app produces a hard bound coffee table book of your whole project. Where did your name come from? The name Springhouse Architects comes from the stone springhouse in Sheri’s back yard that she renovated into her own personal office. With three boys and two dogs, she needed her own space to work and meet clients. What is the one thing that small firm architects can do today to build a better business tomorrow? “Write down your five year plan. Look at your life and see what you want it to look like in five years. What big changes are coming? What are your priorities? Think through it and work backwards to figure out how you’re going to get there and who can help you get there.” – Sheri Scott, Springhouse Architects Connect with Sheri online at SpringhouseArchitects.com or on Houzz, Facebook, Twitter and Pinterest. Visit our Platform Sponsors Freshbooks is the easy way to send invoices, manage expenses, and track your time. Access your free 30 day trial at EntreArchitect.com/FreshBooks. (Enter EntreArchitect) Core by BQE Software is a brand new software designed specifically for architect’s project management! Get a free 15-day trial at EntreArchitect.com/BQE. ARCAT has huge libraries of free content, Specs, CAD, BIM and more. No registration required. Want to collaborate with colleagues in real time? Visit EntreArchitect.com/ARCAT and click Charrette for more information. Gusto is making payroll, benefits, and HR easy for small firm architects. Get an exclusive, limited time detail. Sign up today and get three months free. Visit EntreArchitect.com/Gusto and claim your free three months today! Referenced in this Episode Download the Profit For Small Firm Architects course for FREE. Leave a Rating and Review at iTunes Nester app Dream Inspire Design: What a Residential Architect Wants to Tell You About the Custom Home Process by Sheri Scott EntreArchitect Membership Visit the home page at EntreArchitect.com to join now. The post EA198: How to Overcome the Fear of Growing Beyond You as a Small Firm Architect [Podcast] appeared first on EntreArchitect // Small Firm Entrepreneur Architects. Mentioned in this episode:Frosty & Fired UpBuild Smart

Dec 8, 2017 • 58min

EA197: Finding Your Purpose in the Profession of Architecture with Michael Bernard [Podcast]

Finding Your Purpose in the Profession of Architecture with Michael Bernard of Virtual Practice Consulting When we decided to become architects, there was no doubt it was sparked from a desire to design. Maybe you love to draw, paint or build. Maybe someone recognized your talents and guided you toward architecture. All through architecture school and through your career, the definition of architecture revolves around the idea of design. Architecture is so much more than design. Your place in architecture may not be in design. This week on EntreArchitect Podcast, Finding Your Purpose in the Profession of Architecture with Michael Bernard of Virtual Practice Consulting. Background Michael is the founder of Virtual Practice Consulting, where he provides strategic advice to design and construction firms. He collaborates with firm leaders to assure effective growth, enrollment in mission and vision, development of growth models, strategic business development, and mentoring staff to become effective project leaders. Michael’s clients include architects, builders, structural engineers, landscape architects, and more. He’s been the adjunct professor in the architecture department at the California College of Art in San Francisco since 2006 and has served as a director on the board of the San Francisco chapter of AIA and on the board of the AIA California Council. He’s led several committees and served as architect advisor to the academy for emerging professionals at the AIA San Francisco. Michael’s Origin Story Michael discovered architecture as a 10 year old when he was inspired by house plan magazines at the supermarket and built 3D models as a child. In college, he studied psychology with the intent of becoming a clinical psychologist. While he was teaching French to exchange students during summer school, a colleague noticed him sketching and asked if he’d ever thought of architecture as a profession. Instead of applying for graduate school in psychology, he applied for architecture. A light came on and he realized his innate design talent had just been sleeping. Michael started in design and worked for Charles Moore in Los Angeles. After some time, he went to work for a larger technical firm because he wanted to learn what the underpinning was of design. Over the course of his career, he always wanted more. He finally realized that what he loved most about architecture is the creative team that makes a project happen. How long did it take you to realize where you wanted to be? Michael always went back to the conversations in the studio. Those conversations were what really stick in his memory. The critical thinking was way more interesting to him than the drawing. The process of hearing people discuss what they love was so important to him. He had the revelation over 20 years into his practice that virtual practice would bring a different way to engage. He felt a confidence in thinking differently about the practice of architecture. While architects are poised to be incredibly entrepreneurial, free-thinking and liberal, often we define ourselves so narrowly. Given the way we’re tied to the cost of construction and other social aspects, we have the opportunity to think more broadly. However, we treat ourselves so narrowly that we insecurely define what architecture is. If we’re only about design, does anyone else matter? Are people who think more broadly to be excluded? Does design as visual art trump everything else? Was there a moment in your career where you were working in design and it clicked that you needed to do something else or was it more of an evolution? When Michael was managing a small firm and focused on the business side of practice away from the design side, he heard from a lot of other people who were interested in doing the managing principal thing. Through word of mouth, he built a client list of several hundred people who he works with on various aspects of practice. People saw the value in what Michael was doing and wanted to get in on it. Where did you decide to break off and expand into Virtual Practice Consulting? It wasn’t until the lightbulb came on that others were interested in what he was doing. Michael didn’t know what he was doing, there was no name or label to proceed him. When someone reached, he had the chance and opportunity to create a self driving business. First Michael talks through the idea throughly; what’s the mission and vision of the company? Instead of attaching to the safety of designing, Michael proposes that firms think more broadly about the firm itself as the design project. What are some steps for someone in the position you were in to take to move toward confirming what they think their purpose might be? The first step is to acknowledge at the very essence of yourself that you want to lead is the core. When Michael realized what he really wanted was that he wanted to leave his own practice, he knew he didn’t have to follow anymore. However, if that yearning creates bitterness, the opportunity is there to abandon that feeling and just acknowledge that you want to leave whatever you’re doing and find a different way to express yourself. Don’t let yourself be defined narrowly. If someone came to you with a problem, what steps do you go through with them? Michael starts with nuts and bolts with the goal of moving to heart and soul. He listens a lot to find out what their issues are that are affecting them the greatest. In the initial intake, he begins by finding out the dynamics of the firm. Every project has four corners: a scope of work, a schedule, a design fee budget, and construction costs. When one of the corners gets out of whack, it has to be adjusted. Michael can look at the cost of the firm and figure out the maximum revenue generation capability compared to their overhead costs. By looking at the projects and the cost to produce them, what’s the vision of the firm? Once we have that, the client can think about who they are, who’s with them, what that group does, and who they do it for. That baseline helps to figure out where they can go next. What are things we can be focused on to allow us to take advantage of opportunities to be entrepreneurial? Michael had a talented student who left college during the recession. He was preparing renderings for a major utility for a site where they’d removed a power plant. Michael mentored him how to prepare his portfolio and engage in a design project not in architecture, but planning for this utility. In the last 9 years, he’s created a space for himself where he brings in global architects to design power plants and sub stations for the utility facility. He’s practiced architecture as a leader at the highest level by bringing the right designers to the right project, putting teams together, looking at construction drawings, thinking deeply about the importance of infrastructure. He thought outside the box instead of being constrained by the narrow quantifications of practice. He does everything an architect would do in a totally different context, but he practices at an extremely high level. What is the one thing that small firm architects can do today to build a better business tomorrow? “Be authentic. Really pay attention to your inner voice of how to lead. So often as architects we find our role to be reactive. Being authentic and stepping into leadership will make a great firm.” – Michael Bernard, Virtual Practice Consulting Connect with Michael online at V-PracticeConsulting.com or on LinkedIn. Visit our Platform Sponsors Freshbooks is the easy way to send invoices, manage expenses, and track your time. Access your free 30 day trial at EntreArchitect.com/FreshBooks. (Enter EntreArchitect) Core by BQE Software is a brand new software designed specifically for architect’s project management! Get a free 15-day trial at EntreArchitect.com/BQE. ARCAT has huge libraries of free content, Specs, CAD, BIM and more. No registration required. Want to collaborate with colleagues in real time? Visit EntreArchitect.com/ARCAT and click Charrette for more information. Gusto is making payroll, benefits, and HR easy for small firm architects. Get an exclusive, limited time detail. Sign up today and get three months free. Visit EntreArchitect.com/Gusto and claim your free three months today! Referenced in this Episode Download the Profit For Small Firm Architects course for FREE. Leave a Rating and Review at iTunes EntreArchitect Membership Visit the home page at EntreArchitect.com to join now. EntreArchitect GetFocused Course As a small firm architect, you work in so many roles and have dozens of responsibilities. How is it possible to make any progress? What tasks should you be focusing on? Want to learn how to get focused and stay focused? EntreArchitect GetFocused Course helps you build a productivity system that works for you. Learn more at EntreArchitect.com/GetFocusedNow. The post EA197: Finding Your Purpose in the Profession of Architecture with Michael Bernard [Podcast] appeared first on EntreArchitect // Small Firm Entrepreneur Architects. Mentioned in this episode:Frosty & Fired UpBuild Smart

Dec 1, 2017 • 58min

EA196: A New Way to Practice Architecture with Diana Nicklaus of SAAM Architecture [Podcast]

A New Way to Practice Architecture with Diana Nicklaus of SAAM Architecture The world has changed in so many ways since Mark’s architecture firm, Fivcat Studio, was launched in 1999. The internet was in its infancy. Few architects were using digital marketing and communication tools. Today, we can communicate instantly with anyone in the world. Our entire firm can be launched, built and run without a dedicated office. The world is changing and with it, the practice of architecture is changing too. How can we leverage the power of the internet and the cloud to improve our practice? How can the internet’s new models improve the profession? How can these new models not only allow us to thrive as entrepreneurs, but allow us to be more flexible, more family friendly, more socially responsible, more equitable? How can we live happier lives? This week on EntreArchitect Podcast, A New Way to Practice Architecture with Diana Nicklaus of SAAM Architecture. Background With over 20 years of experience, Diana has practiced architecture in both the US and Italy. Based in Boston, MA, Diana cofounded SAAM in 2014. It was established with the goal of providing high-level client services through unique and innovative project specific solutions over sector based opportunities. They’ve adopted a business model that provides aggressive HR policies and have therefore attracted some great talent. In three years, they’ve grown to a team of 24 people. Origin Story Diana grew up in Amarillo, Texas. Her mother was a humanities professor at the local community college, and she taught Diana a lot about how to examine her surroundings. Diana remembers driving through small towns and playing a game with the local churches: they would guess the denomination based on the style. When she ended up in university, she worked with an architectural historian and expanded her view of architecture and design. She finished at Tufts with a degree in architectural history and urban studies, and went to graduate school at the University of Texas at Austin. Following graduation, a strong collegiate connection with Pei Cobb Freed & Partners in New York City, where she worked for four years learning about the global practice, high profile projects, and more. Her career took a turn when she worked for a firm in Venice that was doing building scanning. After that, she worked for a few firms in Cleveland, Ohio where she found a strong technical background. Eventually, she made her way back to Boston, where she really appreciates the strong roots in the equity discussion that’s happening today. Did you go to Boston with the intent of starting your own firm? Diana had no intention of starting her own firm. In Boston, she worked in an office with about 45 people, where she had the perks of flexible schedules and time to work from home. Work life benefits became an important factor in how she looked at the profession. Her company was acquired by another company, and after three years, she knew it was time to move away from that space and start her own company. In a large firm environment, they found themselves being encouraged to fit into a group depending on your specialties. As someone with a liberal arts background, Diana felt taught to work through different projects and create a different practice by working across sectors. When you started your firm, what planning stages did you go through? When they started, they built the firm knowing they wanted to do bigger work, not just typical architectural startup projects. They wanted to bring in others who also worked on those types of large projects. They had to figure out a way to bring those people into a new firm and expand on HR policies. In addition to flexible schedules and remote working, they also wanted to try unlimited vacations and other things. These things really attracted quality people, people like mothers, fathers, people with aging parents or who want more time with hobbies. In last year’s world, there was a specific question about work life benefits. Usually, men were given access to that more than women. At SAAM, everyone has the same access to the same opportunities. What challenges are there when moving toward a better work life balance? Historically, architectural culture doesn’t have a great foundation in trusting employees. A lot of trust and communication is required at a firm like SAAM. Leadership needs to open their minds if they want to cultivate this culture shift. When people are willing to share with one another, there’s incredible support to be found. What’s the structure of the firm? Diana is the CEO and her partner is the COO. They work a lot on projects and fulfill their executive roles. They have three principals, one of whom works remotely, allowing SAAM to access her incredible knowledge and use her as a resource. There are five senior associates and many other associates. The view with titles is that it’s more about what your level of engagement with clients is. Some associates may not have finished their licensure, but they’re meeting with clients on a huge project. Part of what works with the flexibility model is a standing meeting in the office on Mondays. They go through every project and talk about the marketing and things they’re looking to pursue. They’ve found this helps people to know what goes on in the firm and connect better internally. Those who are remote are encouraged to join by phone or video conference. How does your staff stay disciplined? There are not set office hours, set holidays, or set times for vacations. Hours are flexible, but that means you need to figure out how to get your work done. If you want to go to your kids’ soccer practices but your client needs something, it’s your responsibility to figure out how to get that done. Everyone uses their personal cell phones, so clients can reach their team at any time. Do clients’ needs take precedence over personal activities? The basic assumption is that clients come first. If someone had a sick child or some other reason they can’t make a meeting, the team steps up to help out. Because they’re supporting each other so well, there’s no sense of competition felt. Is there a clear path to advancement? As of now, there isn’t a set path. They try to provide a level playing field with opportunities to grow. If someone makes the most of those opportunities, they will eventually advance themselves. SAAM also doesn’t complete performance reviews. Instead, they take people to lunch a couple times a year to have a conversation to hear what people want to work on, what they like, and how they can do better. Are you feeling any challenges? One of the challenges they found is that younger people right out of school are different than they expected. They were harder to recruit because they hadn’t worked in other firms and didn’t really recognize the opportunity compared to another job. Do you use time tracking? Our primary reason for tracking is for billing our clients. It’s important for them that they do that. Only once have they looked at who’s taking vacation. The problem sometimes with unlimited vacation is that some people don’t use it, when they should be using it. What are some tools you’re using to make this happen? GoToMeeting is big. They also use BQE Software. They collaborate with Revit and cloud-based storage. What advice would you give someone wanting to build a firm similar to yours? Don’t get too caught up in your business plan. You just can’t know what opportunities will come to you. Make sure you’re in a situation where you have client access. You want your clients to like you and want to follow you to your next space. Take advantage of the opportunities you have in your firm now. Ask your boss about their business, look at their financials if they are open to it. Get as much training as you can. What is the one thing that small firm architects can do today to build a better business tomorrow? “Try to hire the best people you can possibly find even if you don’t have all the right project work for them.” – Diana Nicklaus, SAAM Connect with Diana online at SAAM-arch.com or visit her on Twitter, Facebook, and LinkedIn. Want to see their entire HR Handbook? Find it on their website! Visit our Platform Sponsors Freshbooks is the easy way to send invoices, manage expenses, and track your time. Access your free 30 day trial at EntreArchitect.com/FreshBooks. (Enter EntreArchitect) Core by BQE Software is a brand new software designed specifically for architect’s project management! Get a free 15-day trial at EntreArchitect.com/BQE. ARCAT has huge libraries of free content, Specs, CAD, BIM and more. No registration required. Want to collaborate with colleagues in real time? Visit EntreArchitect.com/ARCAT and click Charrette for more information. Gusto is making payroll, benefits, and HR easy for small firm architects. Get an exclusive, limited time detail. Sign up today and get three months free. Visit EntreArchitect.com/Gusto and claim your free three months today! Referenced in this Episode Download the Profit For Small Firm Architects course for FREE. Leave a Rating and Review at iTunes EntreArchitect Membership Visit the home page at EntreArchitect.com to join now. The post EA196: A New Way to Practice Architecture with Diana Nicklaus of SAAM Architecture [Podcast] appeared first on EntreArchitect // Small Firm Entrepreneur Architects. Mentioned in this episode:Frosty & Fired UpBuild Smart

Nov 24, 2017 • 52min

EA191: How To Attract and Hire The Best of the Next Generation of Architects with Nick Serfass, AIAS National Executive Director [Podcast]

How To Attract and Hire The Best of the Next Generation of Architects with Nick Serfass, AIAS National Executive Director This week on EntreArchitect Podcast, How To Attract and Hire The Best of the Next Generation of Architects with Nick Serfass, AIAS National Executive Director. Background In his role as Executive Director of the American Institute of Architecture Students (AIAS), Nick Serfass focuses on driving the organization toward relentless “forward progress”, so that it creates a more impactful future for its student members and the profession of architecture. Nick holds alumni status as a Virginia Wahoo, Miami Hurricane and Auburn Tiger. He is also an architect when necessary. Listen to Nick’s origin story back on EA050: Big Changes with AIAS Executive Director Nick Serfass. Tell us about your role at AIAS? Nick is the operational captain who makes the events, programming and services move forward. He’s also working to bridge the gap between academia and the profession. He works to connect students to the profession and help them succeed with the right tools and resources. A lot of what they’ve done is a ton of storytelling: about the profession, about what students need to know, and highlighting the great content the students put forth. They’re trying to get more eyeballs on the organization so that more people become aware of who they are and what they’re doing. That way, they can grow the community and it’s impact on the profession. The more people who know about AIAS, the more opportunities our members have to engage. They’re consistently creating products, programs and services to have a story to tell about. How can architects be attractive to the next generation of architects? For students, there are so many avenues to research firms in depth than there were before. You can find out a ton about small firms by diving into their social media. The biggest challenge is that students go to the website and can’t find a lot of information to get excited about working there. For firms, document and create. Show young architects what you’re doing, and put out vulnerable and authentic content for them to connect with. All students bring different interests to the table, but today they’re searching for firms that are passionate about those topics too. If they can’t identify what a firm is excited about, they can’t make that connection. Do you think the website is the most important thing to update? Your website is your face, that’s where people will check you out. After that, social media and other digital platforms can add to your marketing strategy. If all you see is one static homepage, how can someone identify if they’re a fit or not? How can architects improve their websites to connect better with this new generation of architects? Make your website image and video heavy. Our phones are powerful, they take great photos and videos and the platforms available to us make it so easy to share. AIAS.org has a lot of imagery, graphics, and video imbedded. The goal is to catch someone’s eye. This is a creative industry: showcase your creativity. The point of your website is to tell a story about your firm. You can design it however you want when you’re doing that. Identify your story and build from there. As long as you’re getting it out there, you’re doing better than many people. Anyone can pick up social media and entry level employees can help with graphics. Use this as an opportunity to reach all sorts of new people you’ve never been able to reach with a relatively low barrier for entry. Are blogs still relevant? There is value to written content. Most blogs in past years are kind of articles. Now, we have more listicles; they’re bulleted and feed into the lack of attention that people have when they’re scrolling through and looking for the highlights. What are your favorite social media tools? For architects, Instagram matches the creativity we bring. As architects, we’re always in front of great images: a working drawing or a building in front of us. Instagram also allows the story function for you to document little client interactions, contractor feedback, and more. It plays into the industry and skills that architects have. What’s your advice for keeping the younger generation excited and interested? The way Nick approaches it is to try to find out what motivates someone. What do they want in the future? What are their goals? How can you help them get there? As they’re drafting drawings, talk about your background and how you got to where you are. All of us have a next step, and if someone is helping us get to the next step, we’re going to work really hard for them. At the end of the day, the relationships are still there even if someone moves on to the next company. What’s coming up for AIAS? They’ve created a robust platform to storytell, and that’s positioned them to create products and services and iterate on them to see if they’re working or not. On social media, they’re working to push things out and get feedback from different outlets. What is the one thing that small firm architects can do today to build a better business tomorrow? “Document, don’t create. You don’t have to create to get on social media, just document. Show what you’re doing, be authentic and vulnerable, and tell your story. Share what you’re doing in the day-to-day.” – Nick Serfass, AIAS Connect with Nick online at AIAS.org. Follow AIAS on Instagram, Facebook, and Twitter. Look out for AIAS FORUM coming to your city soon! Visit our Platform Sponsors Freshbooks is the easy way to send invoices, manage expenses, and track your time. Access your free 30 day trial at EntreArchitect.com/FreshBooks. (Enter EntreArchitect) Core by BQE Software is a brand new software designed specifically for architect’s project management! Get a free 15-day trial at EntreArchitect.com/BQE. ARCAT has huge libraries of free content, Specs, CAD, BIM and more. No registration required. Want to collaborate with colleagues in real time? Visit EntreArchitect.com/ARCAT and click Charrette for more information. Referenced in this Episode Download the Profit For Small Firm Architects course for FREE. Leave a Rating and Review at iTunes The post EA191: How To Attract and Hire The Best of the Next Generation of Architects with Nick Serfass, AIAS National Executive Director [Podcast] appeared first on EntreArchitect // Small Firm Entrepreneur Architects. Mentioned in this episode:Frosty & Fired UpBuild Smart

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