In architecture and design, there’s a dangerous myth quietly suffocating small and mid-sized firms: that marketing is only for the big players—and there is no marketing advantage for smaller AEC firms. This belief is slowly crushing the potential of talented designers who deserve to be seen.

The problem I’ve been seeing is that many smaller architecture and design firms believe they can’t compete with larger practices. They think marketing is expensive, time-consuming, and reserved only for firms with massive budgets and dedicated marketing teams. This couldn’t be further from the truth.

This is a trend I’ve seen rear its ugly head again recently, inspiring me to share this story with you. Since I would never divulge my client’s private information, for this example we’ll call him John. He’s a talented architect running a small firm with just five team members.

For years, John watched larger firms win projects he knew his team could execute brilliantly. He’d pour his heart into incredible designs and concepts, only to see them gather dust while larger firms seemed to effortlessly attract clients.

When we first met, John was frustrated and on the verge of giving up.

“We have an incredible team of architects,” he told me, “but no one seems to notice. Our work is innovative, but we’re invisible in the market.”

His portfolio was stunning, but his marketing approach was practically non-existent. He believed the myth that there was no marketing advantage for smaller AEC firmsmarketing was only for big firms with big budgets.

As a marketing strategist specializing in the AEC industry, this is something I see all the time with my clients. Talented professionals with incredible skills are being overlooked simply because they don’t understand how to communicate their unique value effectively.

Working together, we developed a strategic marketing approach that highlighted John’s firm’s unique strengths. We created a compelling narrative that showcased his team’s specialized expertise, their innovative design approach, and the unique value they brought to clients. Within six months, his firm’s visibility transformed dramatically — he went from feeling overlooked to becoming the obvious choice for his ideal clients.

I saw the trend and I reached out to my network to research if they had experienced similar scenarios.

I asked Tim Dufault, FAIA, co-founder and president of Concert and former president and CEO of Cuningham, and Ray Schaefer, AIA, Founder and President of Gravity Architecture & Design, LLC the same question:

Does the size of a firm impact if they need marketing?

This is what Tim said:

“Every firm needs to market their capabilities regardless of size. Potential clients don’t know who you are unless you help them see you exist.”

And this is what Ray said:

“Small firms need to market more than larger firms, in my opinion. Being able to compete and showcase your project range allows for the smaller firms to ‘appear’ larger and more successful to clients and potential staff that you are competing to attract.”

In both cases, we see the need to help the client see who you are and what you offer.

Next I asked Tim and Sara Rothholz-Weiner, AIA, Architect/Arts and Community Leader, this question:

Under what circumstances do you think an architecture firm can be successful without the help of marketing?

This is what Tim said:

“Most architects get 85% of their work from repeat clients. That requires little marketing help or expertise. It’s the 15% they have to attract that requires skilled marketing services.”

And this is what Sara said:

“Firms excel when individuals within the firm have built client relationships that reinforce their shared values and purpose for a particular project and its community. Marketing can serve to lift this message’s relevancy and the core relationships by illustrating and articulating them.”

Both responses begin to show where and how architecture and marketing can work together to help you get the most success.

Then I asked Tim this question:

Do you feel most firms are equipped to handle marketing on their own and still achieve their goals?

This is what Tim said:

“There are two components to marketing efforts — telling your story and selling your services. Most architects are good at telling their story, it is what the profession is built on. However, selling services is much harder and many firms fail to effectively connect their story to the services they provide. Effective marketing is the process of connecting the two.”

And here, Tim clearly shows the connection between architecture and marketing — and the need for both.

Based on what I was hearing, I realized this was bigger than I thought.

Especially because even when architects DO try marketing strategies, there are many that will steer them wrong. Some other marketing companies believe they can solve this problem with a one-size-fits-all approach or requiring a heavy hand in sales, but that’s NOT the way. For a bespoke approach customized to your unique goals, keep reading …

If this has resonated with you, here are three powerful questions to help you reflect on your marketing approach:

1. How might your perception of marketing be limiting your firm’s potential for growth and visibility?

It’s important because you may get overlooked more than becoming the obvious choice.

It’s kind of like having a 20-year-old profile picture on LinkedIn — you may have more hair in that pic, but you are also limiting your potential for growth and visibility.

2. What unique skills or perspectives does your smaller firm possess that larger practices might lack?

It’s important because if you don’t state these reasons, they are not going to be obvious to anyone else.

It’s kind of like sitting down at a restaurant and the waiter hands you the menu for the lunch specials. Everything you need to know is printed on it, but the waiter still helps you go through it. It’s stating the obvious, but it’s not obvious to everyone. Our clients are not thinking about us, or what we do in the way that we want them to think about us. We’ve got to help them.

3. If marketing could help you attract your ideal clients without consuming all your time, what opportunities might open up for your practice?

It’s important because being online is not enough. Sending newsletters is not enough. Sending emails to your list is not enough. These are all great, but there are other opportunities available to you like writing articles for publications, not just attending but presenting at industry conferences so you meet and have meaningful conversations with your ideal clients, and establishing yourself as a thought leader and resource.

It’s kind of like taking an Uber to the airport and using the time as a passenger to prepare for the presentation you have in three hours in DC — versus driving yourself, finding parking, taking the shuttle, and — if you’re lucky — having 20 minutes at the gate to prepare for that presentation.

These questions aren’t just theoretical — they’re invitations to reimagine what’s possible for your firm. They challenge the limiting belief that marketing is only for large practices and encourage you to see marketing as a strategic tool for growth, regardless of your firm’s size.

To dive deeper into these questions and discover practical solutions tailored to smaller architecture and design firms, take the next step and join my email list. Once you’re on the list, you can reply to any email I ever send you and ask me anything about overcoming marketing challenges and transforming your firm’s visibility.

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