You stare at your firm’s award-winning project portfolio, at your talented team, then at your dwindling pipeline. You’ve done everything “right”—and even have multiple industry awards to prove it. Yet, you struggle to attract new clients. Something’s missing. But what?

The Problem: The Myth of Industry Awards as Client Magnets

Many architects hold a well-intentioned but false belief: that industry awards are the ultimate validation of their work and the key to attracting clients. But the significant time and resources spent chasing these accolades often come at the expense of developing marketing strategies that truly speak to their ideal clients’ needs.

Take my client, “Michelle.” She had a portfolio full of beautifully designed, award-winning projects. But when it came to landing new clients, she kept hearing the same concerns: budget, schedule, and process—none of which were highlighted in her industry awards.

Michelle’s situation isn’t unique. Many architects believe that stacking up awards will lead to better clients. Instead, they often find themselves competing on price, with potential clients perceiving their work as a luxury rather than a practical solution.

The Reality Check: What Clients Really Care About

Architect Tim Hickman, AIA, co-founder of Substance Architecture, shared an eye-opening discovery:

“We went to our clients for feedback and found that only a tiny slice of them considered design awards relevant to their project goals. Some even saw awards as a red flag—worrying that an architect with too many accolades might be willful or difficult to work with.”

Substance Architecture, Iowa’s most recognized architectural practice since its founding in 2005, has earned over 150 awards, including 67 from the American Institute of Architects. Yet Tim acknowledges that awards alone don’t drive business.

Karen Curtiss, founder of Red Dot Studio, added another perspective:

“Industry awards matter for public projects and RFP pre-qualification lists, but for private clients, they add legitimacy rather than serving as a deciding factor. We’ve found that referrals, publications, and thought leadership—like speaking at industry events—have a far greater impact.”

The Shift: A Client-First Marketing Approach

Working with Michelle, I helped her reframe her marketing to highlight what truly mattered to her clients. Instead of focusing solely on award-winning aesthetics, we emphasized how her process made projects smoother, delivered real value, and aligned with client priorities.

Tim echoed this shift in his own practice:

“Our marketing efforts are now focused on early engagement—talking to clients about their priorities, pain points, and aspirations. Focusing on our clients and showing completed projects as proof of our problem-solving abilities has been far more meaningful than a list of awards.”

The Questions Every Architect Should Ask Themselves

If this resonates with you, here are three powerful questions to consider:

1. Does your marketing show what truly matters to your ideal clients, or focus on industry recognition that might actually create distance?

It’s important because: Your peers might be impressed by awards, but your potential clients are more concerned about whether you can solve their specific problems.

Tim reinforces this insight: “If we’re truly honest, design awards are important to architects and our peers—not to our clients.”

2. How much time and money do you invest in awards versus developing clear, client-focused messaging?

It’s important because: Every hour spent perfecting an award submission is an hour not spent engaging with potential clients.

It’s kind of like: Spending all your time picking out the perfect profile picture for your dating app but never writing anything in your bio. You might look great, but nobody knows if you’re someone they’d actually want to date.

3. What would change if you redirected energy from award submissions to better understanding and communicating your unique value to clients?

It’s important because: When you focus only on awards, you risk becoming the industry’s best-kept secret—respected by peers but invisible to potential clients.

It’s kind of like: Being voted “Most Likely to Succeed” in high school—it feels great in the moment, but it doesn’t automatically open doors in the real world. What matters is what you actually do with your talents.

Moving Forward: Redefining Success in Architecture Marketing

Instead of viewing awards as the ultimate measure of success, consider them just one piece of a broader strategy. The real measure of success lies in attracting and serving ideal clients who value your expertise. 

A great place to start, to make sure you really understand — and can better serve — clients? I suggest Tim’s proven approach: 

“Talk with your clients. Ask them for feedback”

If this conversation has sparked something in you, let’s take the next step. Join my email list, where I share strategies tailored for architects who want to elevate their marketing, refine their messaging, and become the obvious choice for their ideal clients.

Want to act now? Book a free discovery call with me before my availability runs out.