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Architects are busy.
They’re juggling designs, budgets, and deadlines.
But they still need products like yours.
Here’s the problem: Most sales reps approach them like this:
- Post generic content (“Check out our new product!”).
- Ask bland questions like, “What trends do you see?”
- Slide into their DMs with the subtlety of a wrecking ball.
Result? Crickets.
That ends now.
Today, I’m sharing a proven system for attracting and engaging architects online. It’s practical, repeatable, and [gasp!] doesn’t make you look like a pushy salesperson.
I learned this system from digital writing experts Dickie Bush and Nicolas Cole. Their ideas transformed how I communicate—and I’ve adapted their principles just for you.
Let’s dive in.
Step 1: Fix your “digital handshake“
Us architects are judgmental. [Not in a bad way…]
But we’ll judge you faster than you can say, “Would you like specs with that?”
When an architect checks your profile, they ask, “Can this person actually help me?”
If the answer isn’t obvious, you’ve lost them.
Here’s how to polish your digital handshake:
- Headline: Forget job titles. Lead with your value. “Helping architects source sustainable materials with ease.”
- About Section: Share a quick, personal story that shows you understand architects’ challenges. And how you solve them.
- Content: Showcase case studies or tips that make them think, “Hey, this person gets it.”
Maybe add a quick success story about how you helped a client with supply chain challenges. Or helped an architect save their design with some easy cost savings.
Your profile is your first impression. Make it memorable. Or risk architects forgetting you.
Step 2: Ask questions that architects want to answer
Picture this: An architect is scrolling LinkedIn, sipping their overpriced oat milk latte.
They see your question: “What trends do you see in design?”
They keep scrolling. Why? It’s vague, boring, and smells like a thinly-veiled sales pitch.
Now imagine they see this:
- “How do you balance sustainability and durability in material choices?”
- “What’s one thing manufacturers always get wrong when working with architects?”
- “We’re building a guide for manufacturers—what should it include?”
They stop. They think. They respond.
Why It Works: Thoughtful, specific questions show you’re not just selling… You’re listening.
I saw a rep ask, “What’s your go-to software for early-stage design?” Last I checked, that post got 18 comments. […and looked like it led to a few private DM chats.]
Architects love answering good questions. Stop boring them.
Step 3: Turn comments into conversations
Here’s the biggest mistake reps make: They treat engagement like a mic drop. Architect comments, and they disappear.
Wrong move.
Here’s how to turn those comments into relationship gold:
- Listen: Log key insights (e.g., their challenges, tools, or preferences).
- Leverage: Use what you learn to create more relevant posts.
- Publicly Follow Up: Share a summary like, “Here’s what architects said about sourcing sustainable materials last week…”
For example, a company noticed architects complaining about surprise upcharges during construction. They created a post addressing these challenges, which sparked even more engagement. The company then used the comments and feedback to create even more relevant posts.
Every comment is a seed for deeper engagement. Nurture it.
Step 4: Post content they can’t ignore
Architects are allergic to sales pitches. Mention “our new product,” and they’ll tune ot faster than you can say “LEED-certified.”
Here’s how to earn their attention:
- Hook: Start with a bold question or challenge. “Why are sustainable materials still so hard to source?”
- Value: Share practical tips or surprising insights.
- Invite Engagement: End with an open-ended question like, “What’s worked for you?”
I saw one poll that asked: “What matters most when choosing materials: cost, durability, or aesthetics?” It got 50 votes and a lively comment section.
Great content builds your reputation as a trusted resource.
Stop posting sales pitches. Start posting solutions.
Step 5: Show up every day
Architects are busy. But consistent visibility works.
Here’s a simple daily routine:
Morning (30 minutes):
☐ Scan Conversations:
• Check LinkedIn, Instagram, and forums for trending topics.
• Identify 1–2 recurring pain points (e.g., sustainability, design tools).
☐ Engage with Architect Posts:
• Like and comment on 3 architect posts.
• Add value in comments (e.g., insights, thoughtful questions).
☐ Post an Engaging Question or Insight:
• Use a strong hook: “Architects: Why is X still so hard to achieve?”
• Keep it specific and relevant to their challenges.
Afternoon (30 minutes):
☐ Respond to Comments/Replies:
• Answer any responses to your posts with thoughtful follow-ups.
• Show appreciation and keep the conversation going.
☐ Log New Insights:
• Write down key challenges or trends architects mention.
• Example: “Struggling to balance aesthetics and durability in facade materials.”
☐ Plan Tomorrow’s Question/Content:
• Use today’s insights to create tomorrow’s post or refine your strategy.
End-of-Day (15 minutes):
☐ Track Engagement Metrics:
• How many likes, comments, or connections did you gain today?
• Note which posts/questions performed best.
☐ Note Areas to Improve: Did your question resonate? If not, how can you make it more specific or engaging?
☐ Celebrate Small Wins: Record meaningful interactions, such as a thoughtful reply or a new connection.
Weekly Review (30 Minutes Every Friday)
☐ Top insights of the week: What themes or challenges were most common?
☐ Content plan for next week: Outline 2–3 posts based on this week’s trends.
☐ Experiment: Try a new format next week (e.g., polls, carousel posts, short videos).
☐ Iterate Low-Performing Content: Revise underperforming questions to be more specific (e.g., from “What’s your favorite material?” to “How do you balance cost and durability?”).
Monthly Review (First Day of the Month)
☐ Analyze Engagement Metrics: Identify top-performing posts and themes.
☐ Reach Out for Feedback: Ask 2–3 architect connections what content they find most helpful.
☐ Adjust Goals: Set new targets for engagement, connections, or content reach.
Habits create momentum. Momentum builds results.
Treat every post and interaction as a learning opportunity.
Conclusion: Your playbook for winning architects’ attention
Here’s the system in a nutshell:
- Polish your profile.
- Ask smart questions.
- Engage beyond the first comment.
- Share content they actually want.
- Be consistent.
Architects want partners, not sales pitches. Prove you’re a partner, and you’ll stand out.
Let’s see who read to the end…
Want my free, short guide: “5 Questions Architects Can’t Wait to Answer”?
Shoot me a message here, tell me the most helpful thing you read today, and I’ll send it your way.
[It’s way better than your last sales pitch. I promise.]
That’s it for this week!
Cheers to building more than just buildings, and see you next week,
Neil Sutton
Architect | Speaker | Coach to Architectural Product Reps
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P.S. PRODUCT REPS: Do you really want to get inside an architect’s head? Book a 1-on-1 Zoom meeting with me. Or simply reach out , and we can chat about how I can help.
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