Basis VIII: How the HOAI service phases influence your communication with architects and specialist planners!
- Jörg Appl
- Dec 22, 2024
- 10 min read
Updated: Dec 31, 2024
🚧 HOAI service phases: Your key to successful marketing in the construction industry! 🏗️
The HOAI is not just a legal ordinance – it shows you when and how to best address your target group. 🎯 Whether architects or specialist planners: Understand the service phases, avoid bullshit marketing and offer real added value!
✔️ What ignites in which service phase?
✔️What are the international equivalent to the German HOAI?
✔️ What are service phases anyway?
💡 Plus: Test your knowledge at the end with practical case studies! 🚀
The international perspective: HOAI and its international equivalents
While the HOAI in Germany offers clear rules for the remuneration of architects and the structuring of construction projects, different regulations apply in other countries. These regulations can influence the way architects work, but the basic needs and requirements for technologies and services remain similar worldwide
USA: In the USA, there is no centralised regulation such as the HOAI. Architects usually work on the basis of individual contracts that vary depending on the size and scope of the project. Nevertheless, the fundamental phases of planning and execution are comparable worldwide.
United Kingdom: The RIBA (Royal Institute of British Architects) offers similar service phases to the HOAI and structures the work of architects in a comparable way. The requirements for planning, approval and execution are therefore also very similar here.
Switzerland: In Switzerland, architectural work is regulated by the SIA standard, which is similar to the HOAI. Here, too, the planning phases and the requirements for quality assurance are very similar, which helps marketing managers to offer their products in similar ways in different markets.
The significance of the HOAI for marketing
The HOAI (Fee Structure for Architects and Engineers) is much more than just a legal basis for the remuneration of planning services in Germany. It also plays a central role in the marketing of offers aimed at architects and specialist planners. The division into nine service phases structures the entire planning and implementation process and influences when and how these target groups can be most effectively addressed. A thorough understanding of these phases is crucial for targeted communication and the selection of the right marketing channels.
The role of the work phases
The work phases define the process of construction projects – from the initial idea to the final support. Architects usually accompany all nine phases. In the early phases (LP 1-4), the focus is on conceptual design and approval planning. In the later phases (LP 5-8), the focus shifts to practical implementation and construction supervision.
Specialist planners such as structural engineers or experts in technical building equipment work in similar processes. However, their focus is more on technical details and specific phases. Particularly important for them are the design and approval planning (LP 1–4), the implementation planning (LP 5) and the construction supervision (LP 8).
Flexibility opens up opportunities
Not all service phases are always commissioned. Architects and specialist planners can also be hired for specific phases. This flexibility offers opportunities for tailored marketing strategies.
Examples:
A software for structural design could be offered specifically for the design and approval phase.
A digital project management tool would be particularly relevant in the construction supervision (LP 8).
Targeted use of communication channels
The choice of communication channels and depth of information should be based on the requirements of the respective phase:
Early phases (LP 1–3): This is where architects and specialist planners look for innovative approaches and initial solution options. Suitable formats include technical articles, webinars or online platforms with conceptual and less technical content.
Later phases (LP 5–8): In these phases, the focus is on practical, directly applicable solutions. Effective formats include technical blogs, manuals and specialised newsletters.
Digital platforms are particularly suitable for the design phase.
Technical forums and trade journals are particularly relevant in the execution phase.
Conclusion: the service phases as a guide
The service phases are a valuable guide for optimising the content and timing of marketing messages. If the specific requirements of each phase are taken into account, products and services can be positioned precisely. In addition, the right choice of communication channels ensures that the messages reach the places where they have the greatest influence.
Marketing strategies along the nine work phases
Service phase 1: Fundamental evaluation
The fundamental evaluation focuses on the feasibility study of a project. As a provider, this is where you have the opportunity to specifically position your products, software or services. Planners require comprehensive information that is aligned with the technical, economic and legal requirements (see figure 13).
Your solution should enable the planner to make a well-founded assessment of feasibility by providing him with a database that covers all relevant aspects.
Flexibility, availability and sustainability play a crucial role here. Show how your offering can help create a solid basis for decision-making at this early stage. Project analysis tools, databases or digital checklists can be used to convince planners.
Service phase 2: Pre-planning
The pre-planning phase is your opportunity to support planners with solution-oriented tools and information that will help them develop initial design concepts and check economic and technical feasibility. In this phase, planners are looking for 3D modelling software, cost planning tools and practical application options (see Figure 13).
You can add value by making your solutions accessible through digital databases, product catalogues, webinars or technical articles. Your offering should not only make it easier to create concepts, but also help to make informed decisions.
Show how your product or service can help the planner develop cost-effective and practical design options.
Service phase 3: Design planning
In the design planning phase, the planner fleshes out the concept and makes the first binding decisions on materials, technologies and systems. This is a key phase in which you should present your offering in such a way that it can be seamlessly integrated into the planning process.
Planners need detailed information about your products, software or services, including technical data, standards and application limits (see Figure 13).
Help them to minimise risks from subsequent changes or delays. Provide easy-to-access, accurate data that facilitates the selection of the best solution – for example, through BIM-compatible product data, material samples or interactive planning tools.
Service phase 4: Approval planning
The approval planning offers an important opportunity to demonstrate your expertise in the area of legal and regulatory requirements. In this phase, the planner needs legally compliant, technically precise and officially accepted information about your products and services.
This is where you can score points with digital solutions that prepare approval documents and ensure compliance with standards. For example, conformity checks, documentation aids or training courses can highlight your solution.
Suppliers who provide well-structured and complete data make planners' work easier and make a significant contribution to ensuring smooth approval.
Service phase 5: Execution planning
Execution planning is the step in which construction projects are transferred from theory to practice. This is where planners create the final construction plans, which include all technical details and elements of the project. As a supplier, you have the opportunity in this phase to position your products, software and services in such a way that they support precise implementation.
At this stage, planners need detailed technical information about your products, such as dimensions, material properties, building physics values and compatibility with other systems.
Make sure that your data is complete and accurate, ideally BIM-compatible, to ensure a smooth integration into digital planning processes.
Your software solutions should support planners in creating precise drawings, modelling complex structures and simulating technical scenarios. Tools such as CAD programs, project management software or simulation applications can be crucial aids in implementing complex plans without errors.
In addition, information on assembly instructions, standard conformity and availability is essential.
Offer comprehensive data packages and technical support to assist the planner with quality assurance and timely completion. Suppliers who offer this added value position themselves as indispensable partners in the implementation phase.
Service phase 6: Preparation of the award
In service phase 6, everything revolves around the creation of tender documents, which lay the foundation for the award. Here you have the opportunity to specifically position your products, software or services to support planners in efficient preparation.
At this stage, planners need precise information about the technical properties of your products, as well as clear details of standards, material properties and application limits. Transparency and comparability are of central importance here, see Figure 14. Software solutions that simplify the management of procurement processes and enable structured creation of the documents are particularly helpful.
Show how your offering can help to ensure that the tender documents are not only efficient but also complete and legally compliant.
Provide clearly structured data, templates and digital tools that make it easier for the planner to integrate your products or services seamlessly into the tender documentation. If you impress with transparency and user-friendliness at this stage, you will create trust and be preferred.
Service phase 7: Participation in the award
In the participation phase, the focus is on comparing and evaluating incoming offers in order to select the best partners. This is where you can demonstrate your strengths by providing transparent and easy-to-understand information about your products and services.
At this stage, planners are looking for tools to help them efficiently analyse offers and make the best choice, see Figure 14. Offer solutions such as comparison tools, digital product catalogues or tools for cost analysis to make your offering stand out.
Your job is to make decision-making easier.
Make sure your products are clearly documented and provided with precise data on performance, availability and compliance. Show how your solution meets technical, economic and legal requirements and why it is the optimal choice for the construction project.
Service phase 8: Property supervision
Property supervision is the critical point at which the construction quality is ensured. This is where you can position yourself as a reliable partner by offering products, software or services that enable precise control and monitoring.
In this phase, planners need real-time monitoring tools, assembly instructions, quality standards and technical specifications of your products.
Help them to identify and correct possible errors at an early stage to avoid delays.
Show how your solutions can ensure quality and guarantee smooth construction, see Figure 14. Software solutions for error detection, documentation and monitoring are particularly in demand here. If you provide comprehensive support at this stage, you will be seen as an indispensable part of the construction process.
Service phase 9: Property management
In the final phase, property management, the focus is on the long-term use, maintenance and documentation of the building. This is where you have the opportunity to present products and services that ensure sustainable support.
Planners need specific information about the requirements of your products in the maintenance phase, including technical documentation, operating instructions and optimisation options.
Long-term monitoring tools that enable continuous quality assurance are particularly helpful.
Show how your solutions not only facilitate maintenance but also help to reduce operating costs and increase user satisfaction. Suppliers that deliver long-term added value at this stage can establish themselves as partners for the entire lifespan of the building.
By targeting their marketing strategies to the needs of each service phase, suppliers can optimally position their products and services and maximise the added value for architects and specialist planners.
Conclusion
The HOAI service phases not only provide a clear structure for planning services, but also valuable reference points for target group-oriented marketing. By understanding the unique challenges in each phase, providers can formulate their messages precisely and communicate them at the right time through the appropriate channels. This is key to gaining the attention of architects and specialist planners and building long-lasting customer relationships. 🏢
Questions that will take your marketing expertise in the construction industry to the next level!
Case study 1: Positioning 3D modelling software in the right phase
A provider of 3D modelling software wants to market its solution specifically to architects and specialist planners. The software makes it possible to visualise initial design concepts and at the same time check their economic feasibility. In which service phase would it make the most sense to position this software?
A) Service phase 1: Basic evaluation
B) Service phase 2: Preliminary planning
C) Service phase 5: Implementation planning
D) Service phase 9: Property management
Correct answer: B) Service phase 2: Preliminary planning
Explanation: In the preliminary planning, planners develop initial drafts and check feasibility. Here they look for tools that support both creative and economic aspects. 3D modelling software is ideal in this phase because it links visual concepts with cost planning and enables well-founded decisions.
Case study 2: Effective communication in the design phase
A company wants to inform architects about a new product solution in the design phase (LP 1-3). The aim is to draw attention to innovative approaches at an early stage and to win potential customers. Which communication channels would be best suited for this?
A) Technical forums and trade journals
B) Webinars and online platforms
C) Maintenance instructions and optimisation documents
D) Long-term monitoring tool
Correct answer: B) Webinars and online platforms
Explanation: In the early phases (LP 1-3), architects and specialist planners are looking for inspiration and innovative ideas. Webinars and online platforms are effective channels for presenting information in an accessible and interactive way. They provide quick access to new technologies and products.
Case study 3: Ensuring construction quality
A supplier of building materials wants to market its materials and associated technical instructions to planners who are responsible for supervising construction. These materials must meet the highest quality standards and be precisely documented. In which service phase should the supplier focus?
A) Service phase 6: Preparation of the award
B) Service phase 7: Involvement in the award
C) Service phase 8: Object monitoring
D) Service phase 9: Property management
Correct answer: C) Service phase 8: Property monitoring
Explanation: In property monitoring (LP 8), the focus is on ensuring construction quality. Planners require precise information on technical specifications, conformity with standards and installation instructions in order to efficiently control the construction work and avoid defects at an early stage.
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