The Space Between - Architectural Marketing

06/23/2025

I DO NOT understand how people can be so VILE.

talking to you, senator mike lee.

this has nothing to do with politics - it has everything to do with being a decent human being.

or rather, you NOT being one.

so i concur with the sign:

F**K OFF mike lee.

pictured: accurate sentiment on a pedestrian bridge in minneapolis

06/23/2025

𝗛𝗼𝘄 𝟭𝟬𝟬 𝗱𝗲𝗴𝗿𝗲𝗲𝘀, 𝗮 𝗸𝗶𝗱𝗱𝗶𝗲 𝗽𝗼𝗼𝗹, 𝗮𝗻𝗱 𝗮 𝗳𝗲𝗱-𝘂𝗽 𝗴𝗿𝗲𝘆𝗵𝗼𝘂𝗻𝗱 = 𝘀𝗲𝗰𝗿𝗲𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘁𝗶𝗽𝘀 𝗳𝗼𝗿 𝗮𝗿𝗰𝗵𝗶𝘁𝗲𝗰𝘁𝘀
Pete, one of my retired racing greyhounds, finally got the hang of it. After 𝘵𝘸𝘰 𝘭𝘰𝘯𝘨 𝘺𝘦𝘢𝘳𝘴 of treating the kiddie pool as if it were filled with nail clippers, he finally jumped in. And the expression on his face? PURE BLISS. 😌

But here’s where it gets interesting:
➡️ He dashed around the yard, re-energized.
➡️ My 13-𝘺𝘦𝘢𝘳-𝘰𝘭𝘥 greyhound, Hildy, witnessed his joy and took off after him.
➡️ Suddenly, she was chasing him!

Two valuable lessons for you, architect friends:
🟡 𝗟𝗲𝘀𝘀𝗼𝗻 #𝟭: 𝗗𝗼𝗻’𝘁 𝘄𝗮𝗶𝘁 𝘁𝘄𝗼 𝘆𝗲𝗮𝗿𝘀 𝘁𝗼 𝗲𝗺𝗯𝗿𝗮𝗰𝗲 𝘄𝗵𝗮𝘁 𝗰𝗼𝘂𝗹𝗱 𝗯𝗿𝗶𝗻𝗴 𝘆𝗼𝘂 𝗿𝗲𝗹𝗶𝗲𝗳.
➡️ Pete missed out on two summers of refreshing, splashy joy.
➡️ Some of you are doing the same with your marketing. You know change is necessary — perhaps it’s your messaging, your project descriptions, or your entire presence — yet you hold off, waiting for the perfect moment when it feels “right.”
𝘚𝘱𝘰𝘪𝘭𝘦𝘳: 𝘛𝘩𝘢𝘵 𝘮𝘰𝘮𝘦𝘯𝘵 𝘮𝘢𝘺 𝘯𝘦𝘷𝘦𝘳 𝘢𝘳𝘳𝘪𝘷𝘦. 𝘖𝘳 𝘪𝘵 𝘮𝘪𝘨𝘩𝘵 𝘤𝘰𝘮𝘦 𝘸𝘩𝘦𝘯 𝘺𝘰𝘶’𝘳𝘦 𝘵𝘰𝘰 𝘣𝘶𝘳𝘯𝘵 𝘰𝘶𝘵 𝘵𝘰 𝘤𝘢𝘳𝘦.

🟡 𝗟𝗲𝘀𝘀𝗼𝗻 #𝟮: 𝗡𝗲𝘃𝗲𝗿 𝘂𝗻𝗱𝗲𝗿𝗲𝘀𝘁𝗶𝗺𝗮𝘁𝗲 𝘁𝗵𝗲 𝗼𝗹𝗱 𝗱𝗼𝗴𝘀.
➡️ Hildy may be 13, but she teaches Pete valuable lessons every day.
➡️ In your firm, this could be the seasoned architect with quiet confidence or the senior designer who “doesn’t do social.” They might possess the insights or spark that could transform everything.

So whether you identify with Pete (ready for a change but feeling stuck) or Hildy (more savvy than others realize), perhaps today is the day to dive into the pool.

𝗪𝗵𝗮𝘁’𝘀 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘆𝗼𝘂’𝘃𝗲 𝗮𝘃𝗼𝗶𝗱𝗲𝗱 𝗳𝗼𝗿 𝗮𝗴𝗲𝘀, 𝗼𝗻𝗹𝘆 𝘁𝗼 𝗯𝗲 𝗽𝗹𝗲𝗮𝘀𝗮𝗻𝘁𝗹𝘆 𝘀𝘂𝗿𝗽𝗿𝗶𝘀𝗲𝗱 𝗯𝘆 𝗵𝗼𝘄 𝗴𝗼𝗼𝗱 𝗶𝘁 𝗳𝗲𝗹𝘁 𝗼𝗻𝗰𝗲 𝘆𝗼𝘂 𝗳𝗶𝗻𝗮𝗹𝗹𝘆 𝗱𝗶𝗱 𝗶𝘁?
Share your thoughts below!👇

06/10/2025

𝗪𝗵𝘆 𝗜 𝙧𝙚𝙖𝙡𝙡𝙮 𝙡𝙤𝙫𝙚 𝘄𝗵𝗮𝘁 𝗜 𝗱𝗼... 👇👇

In the past week I got to help awesome designers:

1. Uncover their architecture firm's 𝘂𝗻𝗶𝗾𝘂𝗲 𝗯𝗿𝗮𝗻𝗱 𝘀𝘁𝗼𝗿𝗶𝗲𝘀 via story mining
2. Create a 𝘃𝗮𝗹𝘂𝗲𝘀-𝗮𝗹𝗶𝗴𝗻𝗲𝗱 content calendar that speaks to ideal clients
3. Discover and document 𝗵𝗶𝗱𝗱𝗲𝗻 𝗮𝘀𝘀𝗲𝘁𝘀 and 𝗰𝗼𝗺𝗽𝗲𝗹𝗹𝗶𝗻𝗴 𝗻𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲𝘀 via a strategy session

Which one of these would YOU want to check off your list?

I've got 𝟮 𝗦𝗣𝗢𝗧𝗦 open this month - DM me 'STORY'

05/22/2025

𝗪𝗵𝘆 𝗜 𝙡𝙤𝙫𝙚 𝘄𝗵𝗮𝘁 𝗜 𝗱𝗼...

Because I get to support talented architects and designers with tasks like:

1. 𝗘𝗻𝗵𝗮𝗻𝗰𝗶𝗻𝗴 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 so a new-to-town designer’s talent is recognized
2. Designing a content calendar and 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝘁𝗮𝗿𝗴𝗲𝘁𝗲𝗱 𝘁𝗼 𝗶𝗱𝗲𝗮𝗹 𝗰𝗹𝗶𝗲𝗻𝘁𝘀
3. Restructuring a website to be more 𝗽𝗲𝗿𝘀𝘂𝗮𝘀𝗶𝘃𝗲 𝗮𝗻𝗱 𝗰𝗹𝗶𝗲𝗻𝘁-𝗳𝗮𝗰𝗶𝗻𝗴

(𝘢𝘯𝘥 𝘵𝘩𝘢𝘵’𝘴 𝘰𝘯𝘭𝘺 𝘵𝘩𝘦 𝘮𝘰𝘴𝘵 𝘳𝘦𝘤𝘦𝘯𝘵 𝘧𝘶𝘯!)

𝗪𝗮𝗻𝘁 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝗮𝘁𝘁𝗿𝗮𝗰𝘁𝘀 𝗶𝗱𝗲𝗮𝗹 𝗰𝗹𝗶𝗲𝗻𝘁𝘀? 𝙇𝙚𝙩’𝙨 𝙩𝙖𝙡𝙠.

Drop ‘CONTENT’ below or 𝗗𝗠 𝗺𝗲!

05/07/2025

Help!! QUICK POLL: Which title grabs you the most? 👇👇
(Type 1, 2, or 3 in the comments)

As a marketing consultant who helps innovative architects attract clients and win projects, I’m giving a free talk soon and I NEED YOUR HELP CHOOSING THE TITLE:

1. Beyond hope: The simple 3-step marketing strategy for growth and connection

2. Content 101: How to create posts that truly meet client needs

3. Something else? (Tell me in the comments!)

(Type 1, 2, or 3 in the comments - THANK YOU!!!)

10/16/2024

09/21/2024

Another example of my architect-adjacent life ...

09/20/2024

The Ericsson side of my family is full of artists and creatives but you’ve got to give a slow clap to my cousin Todd Crawley, whose exceptional creativity could not have been put to better use than this MASSIVE yard sign (see both pics for scale). Yup - he’s a guy who 1) commits; and 2) stands up for what he believes in. ❤️

08/06/2024

Architects - have a question about marketing? Have A LOT of questions about marketing?

I probably answered all of them in the VALUE-PACKED debut episode of Birdflocks Talks!

Birdflocks Founder Hamed Forouzandeh and I had an awesome conversation about ALL things AEC marketing, offering insights you can act on TODAY.

🎥 Real, actionable, EASY approaches
🎥 from someone with 25 years in AEC marketing
🎥 who knows you need approaches that work for YOU.

Check it out!

In this episode of Birdflocks Talks, we sit down with Barbara Gates, a marketing consultant with over 25 years of experience in the architecture industry. Ba...

03/08/2024

BEHIND THE SCENES into my NEW mini training - a five-part video series on “The psychology of winning architectural projects”!

During my first run-through, I had an unexpected guest - my marketing-savvy hound, Hildy. While she's usually a great help, this time she wasn't quite on her A-game. But hey, we all have our off days, right?

Stay tuned for the release of the video series and let me know what you think!

p.s. Want early access? DM me the word PSYCH and I’ll get you in the list!

02/27/2024

Architects, are you unknowingly jeopardizing your client relationships?

Join me LIVE as I discuss the importance of speaking like a human rather than using industry jargon. It's easy to unintentionally present yourself as something you're not, causing confusion and misunderstandings with clients.

I understand that you don't want to confuse or insult your clients, but do they know that? Using industry jargon can dramatically alter how you are perceived by clients.

Don't put your client relationships at risk. Join me tomorrow for a LIVE session to assess your language and learn how to improve client communications. See you then!

LIVE session: Wednesday at 12:00PM CST.

02/26/2024

Is ARCHITECTURE JARGON going to tank your career?

👉 3 REASONS architects want to attend this week’s LIVE session on architectural jargon

Wednesday at 12:00 CST - see you then!

Sincerely,
The architect-babble police (yours truly)THREE REASON