Read time: 5 minutes

Ever wondered why your follow-up emails aren’t getting the response you hoped for?

It might be time to rethink your strategy.

The Design Parade

I usually describe the architect’s design process as the “moving parade.”

You never know where exactly they’ll be in a project’s design process when you enter the picture.

That’s why follow-up is so important. Chances are they won’t be ready to specify your products today, but they could be in a few weeks… or a few months.

So, rather than sit around and wait for the architect to eventually come around to find you…

Maybe it’s time for you to help lead the parade a bit…

Imagine…

Bobby Sue is a seasoned building product rep. She was struggling to connect with an ideal architect client she’d met at a conference.

Her follow-ups went unanswered for weeks. [”Argh! It’s like talking to a brick wall!”]

Frustrated, she decided to change her approach. Instead of pushing her product, she sent a more thoughtful email. It highlighted an innovative project the architect had just finished. She got a reply within hours! [Sweet!]

This opened the door to a meaningful conversation and, eventually, a lucrative partnership.

“Can I have a side of that secret email follow-up sauce?”

Effective follow-up emails are an art form… a dash of persistence & a skosh of value.

The key is to shift your focus from selling to serving. Architects, like any professionals, appreciate a partner. Well, at least a partner who understands their world and can help them succeed.

Several big-name architects are (or were) known for their collaborative approach. They work with industry partners. They especially value those who give insights beyond product specs.

Your follow-up strategy should mirror this cooperative spirit.

[I’m not a big-name architect (hey! I’m no schlub either). But I’ve seen & enjoyed many collaborations in my 27 years. But not as many these days as I’d like to. I hope to change that with these Monday emails.]

An interesting tidbit…

Studies show that the best number of follow-ups is 5 to 7. After that, you see diminishing returns. But it’s not about quantity; it’s about quality and timing.

“Whaddya mean by Quality?” Each touchpoint should offer something new & valuable to keep the conversation fresh & engaging.

“And Timing?” Like marketing legend, Dan Kennedy likes to say, “What’s the difference between lettuce and garbage? Timing!”

Consider using the “3-3-3” method: follow up after 3 days, 3 weeks, and 3 months. We’ll cover that with examples below.

How to make follow-ups work for you

Effective follow-ups tap into the principle of reciprocity, which can help influence your ideal architect.

Ideally, when you provide value without asking for anything in return, you’ll create a sense of obligation. The architect may feel compelled to respond or engage with you.

Your follow-ups can build trust and rapport emotionally. It shows you understand and care about an architect’s challenges and successes. This begins to position you as a trusted advisor. Not just another salesperson. The key is to trigger positive emotions: curiosity, respect, and excitement.

Your emails should leave architects curious. And maybe even looking forward to your next email…

What insights or value will you offer next?

Types of value-adding follow-ups you can try:

So, if you’re anything like me, you’d like a few examples. Here you go…

The “Project Spotlight” Follow-Up:

Research a recent or ongoing project the architect is working on.

In your email, highlight something you found innovative or interesting. Ask a thoughtful question about their approach or decision-making process.

The “Industry Insight” Follow-Up:

Can’t find anything about their current project? Try this one…

Share a recent industry trend or news item. It should be relevant to the architect’s specialization.

Offer your view on how it might affect their work. Or, on how it might create new opportunities.

The “Problem-Solver” Follow-Up:

Quiet news day, or no big trends happening right now? How ’bout this…

Identify a common challenge in the architect’s niche.

• Present a brief case study.
• Show how your product solved this problem for another client.
• Focus on the results, not the product.

The “Collaboration Opportunity” Follow-Up:

Propose a joint venture.

For example, you could co-write an article for an industry publication. Or, you could present together at a conference.

This positions you as a peer and thought leader.

The 3-3-3 Timing Method Explained

Now, let’s circle back to the timing thing.

The 3-3-3 method is a strategic way to follow up. You space out your contact points 3 days, 3 weeks, and 3 months after your initial interaction. Write each of these touchpoints thoughtfully so it serves a specific purpose.

1. The 3-Day Follow-Up

Send this email 3 business days after your initial meeting or contact.

Purpose: To stay fresh in the architect’s mind. Build on your recent meeting’s momentum.

Content ideas:

• Thank them for their time
• Recap key points of your discussion
• Provide any promised information or resources
• Suggest a specific next step or action item

Example:

“Hi [Architect’s Name],

Thanks again for our discussion last [day].

Your thoughts on [sustainable design for urban spaces] were fascinating. As promised, I’ve attached the case study. It shows how our [Product X] helped win LEED certification for the [Project Y]. I’d love to explore how we might collaborate on your upcoming [Project Z].

Would you be open to a brief call next week to discuss potential applications?“

2. The 3-Week Follow-Up

Send this email 3 weeks after your initial contact.

Purpose: To give value and stay on the architect’s radar without being pushy.

Content ideas:

• Share relevant industry news or insights
• Offer a helpful resource (whitepaper, webinar invitation, etc.)
• Provide an update on a topic you previously discussed

Example:

“Hey [Architect’s Name],

I came across this article on [new trend in biophilic design]. I immediately thought of our conversation about [integrating nature into urban structures].

The section on material selection is particularly relevant to your work on [Project Z]. I’d be happy to discuss how our latest product innovations align with these trends.

Let me know if you’d like to schedule a brief chat.”

3. The 3-Month Follow-Up

Send this email 3 months after your initial contact.

Purpose: To re-engage and move the relationship forward.

Content ideas:

• Reference a long-term goal or project discussed in your initial meeting
• Share a success story or case study relevant to their interests
• Propose a specific collaboration or next step

Example:

“Hi [Architect’s Name],

Hard to believe another quarter just slipped by since we talked. I hope yours has been productive.

I remember you talking about [your firm’s five-year sustainability goals]. If you’re interested, I’d love to share how we helped another firm achieve the same thing. We recently finished a project with [Firm X]. It led to [a 30% cut in energy costs] for their client. I’ve attached a brief overview of the strategies we employed.

This sounded like a hot topic for you right now. Would you be open to a short call to see how these might help your upcoming projects?”

Why the 3-3-3 Method Works

1. Balanced persistence: It keeps you on the architect’s radar without being overbearing.
2. Value-driven: Each contact point is a chance to provide something of value, not a sales pitch.
3. Relationship building: It allows for a natural progression in the relationship. Go from introduction to possible collaboration.
4. Flexibility: It’s structured. But you can customize it based on the architect’s responses and engagement.
5. Long-term focus: It acknowledges that forming strong relationships with architects takes time. It’s a marathon, not a sprint.

Respect the architect’s time. But also show you’re a valuable potential partner. Tailor each email to the specific architect and their needs. Always focus on how you can add value to their work and projects.

Bonus Timing Tip!

Check out this hot tip I just shared on LinkedIn from a book I’m reading this week: Taillight Follow-up

Final thought:

Remember: Your follow-up strategy’s goal isn’t just to sell a product. It’s to build a lasting relationship.

• Add some value
• Show you understand
• Encourage collaboration

This will improve your follow-ups. They’ll go from forgettable sales pitches to welcome additions to an architect’s inbox.

That’s it for today.

Cheers to building more than just buildings, and see you next week.

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