Target group: architects. More than just planning – the key role in the construction project!
- Jörg Appl
- Dec 27, 2024
- 9 min read
Architects are not only responsible for the architectural design, but are also central decision-makers in the construction project. As one of the most important target groups in the construction industry, they have clear requirements for products and services in every project phase. Their decisions influence not only the client, but also the financier.
With a targeted marketing strategy that addresses their needs in the HOAI service phases, you can convince architects and offer real added value. Avoid bullshit marketing and instead provide honest, well-researched content that meets the technical requirements of the target group.
📚 This blog post – part of our series on technical marketing in the construction industry – shows how to optimally tailor your offer to architects. 🚀
The job of an architect is essentially to translate the expectations of the client into a realizable design. They then create the planning documents, which take into account all aspects of the construction project, and, if commissioned, supervise the execution of the work. 🏗️ The focus is usually on building construction, which provides an important starting point for technical marketing planning. The construction activities of the target group should be analyzed and segmented (e.g. building construction, residential construction, civil engineering).
Architects rarely work alone. They call in specialist planners or specialist consultants such as structural engineers when specific expertise is lacking. In addition, architects work in other fields of activity such as project management, expert services, real estate management or the development of prefabricated elements. These activities do not always require the direct commissioning of the client, which broadens the range of architectural services. 🖋️
In the classic case, the architect implements the structural ideas of the client in a buildable form. In doing so, project goals, framework conditions and requirements are worked out. After the client and architect have reached an agreement and the building permit has been issued, the execution planning takes place. These plans serve as the basis for the tender documents and the cooperation with executing trades, which are selected via an award process.
If the architect is commissioned beyond the planning stage, he assumes responsibility for completing the building on schedule in accordance with the planning, the service descriptions and the building permit. He supervises the construction work, checks that the services are free of defects and accepts them. In this phase, the architect acts as a representative of the client, protecting the client's interests. 🛏
This comprehensive range of services varies in practice. Buildings for personal use are not only realized by architects, but also by general contractors or project developers. Commercial clients with their own construction department often limit the commissioning to the design planning, while private clients without a construction department often commission the architect for the entire range of services.
The HOAI (Fee Structure for Architects and Engineers) supports the delimitation of services and regulates the fees for planning and monitoring services. It divides the work process of an architect into nine service phases, which are structured similarly worldwide, especially in terms of project planning, quality control and resource utilization. 📋
The relationship between the service phases of the HOAI and the specific requirements is crucial. In each phase of a construction project, the architect has certain needs that influence the selection of technical products, software and services. These needs vary depending on the project phase and are relevant for marketing managers to develop tailored offers. 🏢
Feasibility study: initial analysis of the construction project's viability
In the basic evaluation, the architect and the client examine the feasibility of the project. In this phase, the architect needs solutions that enable him to comprehensively evaluate all relevant factors – from technical to economic and legal aspects. Products, services and information that support a fast and precise feasibility analysis are of the utmost importance here.
Key Needs:•
Evaluate technical feasibility
Estimate likely costs and risks
Marketing Imperative:
Marketing managers should provide products that help architects get a realistic picture of the project. This includes tools for project analysis, energy properties, building physics properties and availability of technical data on an offer that can be used at this early stage.
Preliminary planning: development of a draft concept based on the defined objectives
The first draft of a construction project is created in the pre-planning phase. The architect needs specific software tools and planning tools to develop the first draft sketches and to check the economic feasibility.
Important needs:
Realistic and economical design options•
Initial answers to technical questions
Marketing impulses:
Marketing managers should offer solutions that help architects to develop their designs into a visually and economically sound form. Particularly relevant are software tools for 3D modeling and cost-optimized planning, as well as information about possible applications of an offer and its limitations, in order to support well-informed decisions.
Design planning: Detailed implementation of the concept design in plans with layouts and dimensions
In the design planning phase, the concept is further refined. In this phase, the architect must present a detailed cost calculation and evaluate various alternatives and variants. Transparency regarding planned technologies and the availability of products is essential for this.
Key needs:
Detailed cost calculations
Comparison of alternatives and variants
Marketing impulses:
Architects need available and approved offers that can be easily integrated into the design. Marketers should provide information on compliance with design standards, application limits and special rules for the offer to enable risk-minimized decisions.
Approval planning: obtaining all official approvals
Approval planning requires the creation of application documents and coordination with competent authorities. The architect must ensure that all necessary documents are available and needs efficient documentation software for this purpose.
Key needs:•
Legal and regulatory compliance•
Documentation management
Marketing impulses:
Marketers should offer software solutions and digital platforms that simplify the creation and management of permit applications and regulatory documents. Information about compliance with design standards, special rules of the offer, and availability of technical data is crucial to facilitate the approval process.
Implementation planning: creation of precise construction plans for the implementation
In the execution planning phase, the final construction plans are created. The architect needs precise and detailed planning tools to capture all elements of the structure in comprehensive drawings.
Key needs:
Detailed construction planning•
Construction quality control
Marketing impulses:
Software solutions for construction planning and digital project management tools are essential for coordinating the construction process effectively. Information about building physics, energy properties and application limits supports the precision and quality of the construction.
Preparation of the award: creation of the tender documents and participation in the award: evaluation and comparison of offers
These phases include preparing tender documents and participating in the awarding of construction contracts. Architects need clarification criteria and comparison tools to select the best contractors.
Key needs:
Contract design and awarding process•
Evaluation of offers and selection of the best providers
Marketing impulses:
Marketing managers should provide software solutions that support architects in managing tendering procedures and comparative analysis. Information about limiting the offer, special rules of the offer and the availability of technical data maximize efficiency and transparency
Project supervision: Ensuring that construction is completed on schedule and without defects, and property management
In the final phases, the architect supervises the execution of the project to ensure that it is carried out according to plan and free of defects. After completion, the architect ensures regular maintenance and defect control.
Important needs:•
Control of construction quality•
Long-term care and defect monitoring
Marketing impulses:
Products and services that detect faults and defects early on are crucial. Tools for long-term monitoring and information on building physics properties and energy properties increase the efficiency of care.
The basic needs and requirements of an architect – regardless of the service phases – can be summarized as follows. These should be explicitly addressed in your offer to architects, where applicable:
✅ Time management: The architect wants to complete projects on time and without defects. Particularly in service phase 8, the architect is responsible for flawless construction and is obliged to perform all necessary and reasonable activities to ensure this. The Federal Court of Justice (BGH) formulates this succinctly: “Anyone who contractually assumes responsibility for construction supervision must ensure during the execution that the building is constructed according to plan and without defects.”
💡 Technology selection: To meet the client's requirements, the architect needs access to information on innovative technologies such as 3D printing, recycled materials or interactive surfaces. These technologies can offer decisive competitive advantages.
🔍 Transparency: Products and supply chains must be dependable. Risks such as unexpected construction problems or excessive costs should be minimized to gain the trust of architects and builders.
🌱 Sustainability: Resource-efficient and environmentally friendly processes play a central role. Products that promote sustainable construction are increasingly essential for architects.
⚙️ Efficiency: Architects need powerful software and tools for time tracking, cost control and document management to help them efficiently handle the various service phases.
These needs show how important it is to align technical offerings – be they products, software or services – in a way that optimally supports the architect's work and promotes their achievement of goals. These requirements also exist when considering an international perspective and should be addressed accordingly.
Conclusion: global marketing strategies for architects
Marketers must understand that the needs of architects remain largely the same throughout the various phases of a project, whether it is in Germany and its HOAI or similar regulations in other countries. Technologies and solutions that help architects plan, implement and follow up on their projects play a central role in all markets.
Marketing strategies that address global needs while also taking into account regional regulations and requirements are crucial to providing architects with comprehensive support in their work and gaining the trust of the target group worldwide.
Questions that will take your marketing know-how in the construction industry to the next level!
Case study 1:
Mr. Becker, marketing manager at a construction company, wants to launch a new software product that supports architects in the execution planning. He knows that he has to understand the needs of architects in this phase exactly in order to align his marketing strategy accordingly.
Which of the following needs is particularly important for architects in the execution planning phase?
✨ A) Free use of software tools for design planning
✨ B) Creating the final blueprints and detailed execution
✨ C) Building virtual buildings for presentations
✨ D) Optimizing construction progress by quickly implementing designs
Answer: B) Creating the final blueprints and detailed execution
Explanation:
In the execution planning, the architect creates detailed construction plans that serve as the basis for the actual construction work. The architect must ensure that all the details of the construction project are precisely documented. Solutions that create detailed execution plans and enable efficient project coordination are crucial in this phase.
Case study 2:
Ms. Miller, marketing manager for a company that offers software solutions for the construction industry, wants to develop a new tool for approval planning. She is wondering what needs architects have in this phase in order to position the product successfully.
What is particularly important for architects in the approval planning phase?
✨ A) Optimizing design quality through creative solutions
✨ B) Rapid coordination with the relevant authorities and preparation of the necessary documents
✨ C) Providing drafts for the tender
✨ D) Controlling the construction and ensuring the quality of the construction work
Answer: B) Quickly coordinating with the relevant authorities and preparing the necessary documents
Explanation:
During the approval planning, the architect must ensure that all necessary approvals for the construction project are obtained. This includes coordinating with authorities and creating the necessary documents for the approval applications. Products that support efficient documentation and communication with Behörden are crucial in this phase.
Case study 3:
Mr. Schneider, a technical marketing manager, is planning to offer an innovative product for cost calculation and risk analysis for architects. He is wondering what requirements architects have in the design planning in order to position his product successfully.
Which of the following requirements is particularly important for the architect in the design planning?
✨ A) Providing detailed technical designs for the construction work
✨ B) Creating a basic design that examines the economic feasibility of the project
✨ C) Coordinating the various construction companies for the construction process
✨ D) Supervising the construction work and ensuring quality standards
Answer: B) Creating a basic design that examines the economic feasibility of the project
Explanation:
The schematic design phase involves creating the basic design and also checking the economic feasibility of the project. The architect must ensure that the design is not only technically but also financially feasible. Products that support economic calculations and cost analysis are particularly valuable in this phase.
Further reading
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