502: Redefining Value: A New Paradigm for Architects' Fees and Industry Challenges with Rion Willard

In this insightful episode of the Business of Architecture, host Ryan Willard engages in a thought-provoking discussion on a critical issue facing the architectural industry today. Delving into an eye-opening article from the Architects Journal, Willard shares his unique perspective, shaped by his experience both within and outside the world of architecture. He explores the complex interplay between architects' fees, their value perception, and the broader industry challenges. With a blend of personal anecdotes and professional insights, this episode is not just an analysis but a call to action for professionals in the field.
Discover how a shift in perspective can dramatically alter the way architects view their roles and fees.
Learn about a key strategy that could revolutionize your approach to pricing and negotiations.
Uncover the surprising impact of certain business skills that are often overlooked in the architectural industry.
Hear an intriguing comparison that will change how you see the relationship between architecture and other professions.
Tune in for an episode that promises to challenge your views and potentially transform your professional approach to architecture.
Link to article: www.architects...
► Transcription: otter.ai/u/Q-o...
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[@johnkellett7797]

I think you miss the point about the UK allowing the un(der)qualified to provide ‘architectural services’. The general public think it is already a requirement for building designers to be qualified if you are a surveyor, an engineer, an architectural XYZ. Therefore they tend to not carry out due diligence. If their ‘architect’ cocks up it is our profession that suffers, not theirs because they are not in the architect profession. Medical doctors don’t compete with hospital cleaners/witch doctors and lawyers don’t compete with legal secretaries/road sweepers. We do! Once that is out the way and the registered/chartered professionals must be used to design buildings above a certain size, as is the case in most developed nations, then the issue of value stands a chance as ‘just price’ is not on the table. The ONLY reason non-architects are preferred by most clients is because they are cheaper, ability is not a consideration because a legal requirement to be qualified has already been assumed :-)

[@rionwillard6188]

if someone is running a business and they are competing with unqualified cheap and potentially dangerous practices AND losing...they're attracting the wrong pool of clients and that is a result of their sales/ marketing or refusal to believe that sales & marketing has anything to do with it. I don't disagree that protection of function would be a good thing at certain building typologies and scales. I am advocate for great architecture. However if we look at the US as an example there typically buildings that aren't single family residences of a certain size, require an architects stamp. The residential market has a real mix of very talented non registered architectural designers and not so good ones and a real mix of architects who are great and not so great. With the larger buildings...there's a real mix of crap architects who undercut each other and great architects, the inclusion of an architect in the process isn't a guarantee of a great outcome as the spread of ability is so wide. If we look at the UK for example, the current schooling crop and systems has been producing many architects with little construction ability and knowledge, zero financial literacy, no tracking of profit on a project, little awareness or care for clients budget etc ...in most consumer surveys on architects - consumers complain about communication. The other difference with law / medicine is that buildings have code and regulations that they must adhere to, this is a good attempt at protecting the quality and outcome of buildings.
Who wins the most desirable work is a result of marketing. A business owner has a CHOICE about the market they go after. If they choose to go after small projects with tight clients - that's marketing step no.1 FAILED. If you want to bring a product / architectural service to a mass market then you need a solid business model, a lot of capital and good marketing to be able to do so. My advice for most small businesses is to market and position towards premium clients first, build resource and reserves then you can get creative with reaching a mass market with a repeatable, standardise service - if that's what you really desire, in general I'd avoid low paying markets permanently (this is marketing strategy). I understand many practices are in remote areas, rural locations, in that case then you gotta get creative with attracting the ideal clients - you gotta up level your marketing!!
In the words of Bob Marley 'none but ourselves can free our minds' nobody is going to save architects but architects themselves (with good marketing and sales skills!)