Imagine spending countless hours crafting the perfect marketing message, only to have it fall flat with potential clients. You’ve done everything “right” — a beautiful portfolio, a comprehensive website, an active social media presence — yet the right projects aren’t coming your way.

Something’s missing, but what?

A common mistake I see — one that’s rearing its ugly head again — is architects and designers taking a well-intentioned but counterproductive approach to marketing: trying to appeal to everyone. This “wide net” strategy often comes from a fear of missing opportunities, especially during uncertain times. However …

… this approach usually results in generic messaging that resonates with no one, leaving firms feeling invisible in a crowded market.

Let me introduce you to one of my clients — we’ll call her Lisa — who struggled with this exact issue.

Lisa had spent 15 years building a strong reputation as the principal of a mid-sized architecture firm. Yet, despite her experience, she found herself competing for projects she didn’t truly want and losing the ones she desperately desired. Her marketing materials showcased everything from small residential renovations to large commercial projects in an effort to demonstrate versatility.

The result? Potential clients overlooked her firm in favor of more specialized competitors.

Lisa confided:

“I feel like my firm is blending in as just another firm.”

Why Trying to Appeal to Everyone Hurts Your Firm

As a marketing strategist specializing in the AEC industry for over 25 years, I see this all the time. The fear of narrowing your focus feels counterintuitive — especially when you’re trying to grow. But this fear leads to diluted messaging that fails to showcase your true strengths.

When Lisa and I worked together, we uncovered her firm’s true passion and expertise: sustainable commercial architecture with a focus on adaptive reuse projects.

By reshaping her marketing strategy to emphasize this specialty, we created messaging that spoke directly to clients seeking this expertise. The transformation was remarkable. Within months, Lisa’s firm:

⮕ Attracted more qualified leads
⮕ Won projects that aligned perfectly with their strengths
⮕ Stopped wasting time chasing projects they didn’t really want

What Other Architects Have to Say About Specialization

To understand how this plays out across different career stages, I reached out to architects at various points in their journeys.

A New Firm’s Perspective

I spoke with “Sally”, an architect launching her first firm. I asked if the fear of missing opportunities played a role in her decision-making about specialization.

Her response was enlightening:

“It’s not about missing opportunities — it’s about staying open to more client connections.”

Many architects starting out rely on secondhand information — such as competitor websites — to determine what works. But those surface-level insights don’t reveal the reality behind the scenes.

So, I reached out to architects who have specialized successfully to get their firsthand experiences.

How Specialization Fuels Growth

I asked Matias Daroch, AIA, founder of MIK Architecture (specializing in modern residential design), how focusing his marketing on a niche transformed his firm.

His answer was simple but powerful:

“Specializing helped my firm in two ways: 1. We got better and better in that specific area. 2. The marketing got easier as we were seen as the experts, which brought better projects and continued the cycle.”

In short — specialization doesn’t limit your opportunities. It enhances them.

A Veteran Architect’s Perspective on Focus

I also spoke with Tom Hoskens, FAIA, a gaming development leader at DLR and former principal and resort/hospitality leader at Cuningham. He’s spent decades specializing in one area. I asked what advice he would give new firms. He responded with a clear roadmap:

“Focus. Know where the industry is going. Look for Blue Ocean ideas. Explain to potential clients how to get there. Ask if you can help!”

I then asked:

What would you tell architects afraid they’ll miss opportunities by narrowing their focus?

Tom’s answer?

“If you narrow your focus, you save time. This is not an opportunity missed — it is time well spent.”

He explained that sharing specialized expertise builds trust with potential clients — a key part of winning projects.

The Questions Every Architect Should Ask Themselves

If any of this resonates, I invite you to consider these questions:

1️⃣ Does your current marketing clearly communicate why you’re the best choice for your ideal clients — or are you trying to be all things to all people?

⮕ Why it matters: Generic messaging gets lost in the noise. Specific expertise stands out.

⮕ It’s like this: At a crowded party where everyone’s shouting “Hey!” — the person who calls your name gets your attention.

2️⃣ Could your fear of missing out on projects be preventing you from developing the positioning that would actually attract your dream clients?

⮕ Why it matters: Trying to catch everything often means catching nothing.

⮕ It’s like this: Having 20 dating app profiles, each with a different personality — you get more matches, but none with the real you.

3️⃣ What would change if you could confidently communicate your firm’s unique value to the specific clients who need your expertise most?

⮕ Why it matters: Without a clear focus, you let dream projects slip away while chasing ones that drain your energy.

⮕ It’s like this: Going to an all-you-can-eat buffet and piling your plate with everything, only to realize you’re too full to enjoy the dishes you actually wanted.

The Takeaway: Narrowing Your Focus Creates More Opportunity

This is the crucial paradox of architectural marketing:
The more you try to appeal to everyone, the less compelling you become to anyone.

It’s like trying to design a building that serves every possible function — it ends up being mediocre at all of them.

Specialized marketing doesn’t limit your opportunities — it creates deeper connections with the clients who value your expertise the most.

Take the Next Step

Want to refine your positioning and attract your ideal clients? Join my email list. Once you’re on the list, you can ask me anything about developing a marketing strategy that authentically represents your firm’s unique value and attracts your ideal clients.

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