In this episode, Ayo talks to Rachael Bernstone, founder of Sounds Like Design and former architecture journalist of nearly 25 years, about why marketing has such a bad reputation inside architecture practices — and what changes when firms stop avoiding it.

Topics covered:

  • Why marketing feels like a "dirty word" to architects, and where that resistance comes from
  • The link between university crit culture and adult reluctance to self-promote
  • Why referrals remain the most important (and most under-used) channel
  • The shift from "client as patron" to "client as customer"
  • Why most architecture websites fail to speak to actual clients
  • Gateway/entry-level services and why partial offers are winning trust faster than full-service models
  • How framing a project distinctively builds authority that compounds across media and AI search
  • Lead magnets as a thought-leadership and list-building tool
  • Why only 59% of architects say strategy is their real blocker


Resources


About the show

The Built Environment Marketing Show is a show that is unashamedly about marketing for architects and engineers, as well as bringing forward voices that we don't always get to hear.

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