October 2014: Marketing Schtuff

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AIA CRAN Chronicle

Letter from the CRAN Chair

By David Andreozzi, AIA

CRAN carries the AIA to new record heights in Charleston SC!

Yes, you could actually feel the magic. The AIA is finally stepping up to provide education and support to residential architects in record numbers. Our 6th symposium was actually sold out at 360 people almost two weeks before the event began. In addition, and thanks to our new relationship with Houzz, over 1500 more people from eight countries participated in the lectures that included two keynote speakers Robert A.M. Stern FAIA and Andres Duany FAIA, and joined by a rock star list of our notable brethren. Most importantly, this was an opportunity built around CRANs ethos, to celebrate great residential architecture irrespective of style. The diversity of notable archetypes in the myriad of speakers represented all extremes in the field, but they were celebrated with one thing they had in common, the quality of their work.

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In this issue

Project Profile

Ballard Remodel

By Robert LaBenz, AIA

Ballard Remodel

Architect: Grouparchitect
Photographer: Chad Savaikie


This home remodel is located just north of the Ballard Locks in Seattle, Washington. The original split-level home configuration was maintained to limit scope of work while rebuilding the central exposed stairway to the new upper floor with access to a roof top deck with views of downtown Seattle and Mount Rainier. The theme of the project was to explore the destruction of the existing structure and then spatially reconstruct a home in which volume, light, and material could shape spaces which were not otherwise possible due to the limited square footage expansion.

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CRAN Members Share Their Best Marketing Ideas

For this issue of the CRAN Chronicle, the focus was on marketing. The CRAN Chronicle team asked you, the members of the CRAN community, to give us your best tips for marketing your architectural services and we have compiled your responses into this article. Thank you for your contributions!

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It's Not The Media: It's The Work

By Duo Dickinson, AIA

Duo Dickinson, AIA

A very nice woman emailed my office last week, and was interested in auditioning me to be her architect after seeing my Houzz profile. I had created that series of images and words at the behest of my publisher before my last book. That contact was nothing new, but the process of connection was nothing like it was 30 years ago.

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Houzz, CRAN and the AIA - How Does the Partnership Benefit You?

By Liza Hausman, VP, Industry Marketing, Houzz

Liza Hausman

Attending the CRAN Symposium in Charleston on behalf of Houzz was a real treat for me; it was my first visit to the city and I was captivated by both the aesthetics and history of the piazzas, secret gardens, gas lamps and bow ties. But what really captured my attention were the dialogue and questions raised during the symposium and how they resonated with so many practitioners around the country. 

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Interview with Mark Hutker, FAIA

By Kevin Harris, AIA

Kevin Harris, FAIA

Mark, thank you for agreeing to share updates of your marketing best practices with the CRAN Knowledge Community. The CRAN community was introduced to your methods for marketing architectural services at the 2012 CRAN Symposium. Just two years later, and in this issue of the CRAN Chronicle on marketing, this interview is, in many ways, a follow up on what you presented during that seminar.

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Architects Are Fighting a Silent War

By Enoch Sears, AIA

Enoch Sears, AIA

Make no mistake – architects are facing a silent war. After 8 years of study and professional training, an architect should be respected like a doctor and paid like a highly qualified professional.

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Building Blocks Series: "How to Talk with Your Clients: Words of Wisdom from Architect Jeremiah Eck, FAIA"

By John Altobello (part 2 of 2)

John Altobello

This is the second installment in the “Building Blocks” series that deals with the all important question: how do architects effectively communicate with clients? A successful design project is often attributed to the mastery of good communication skills. The first installment explored landing the commission and laying the groundwork for successful relationships. In this second installment, Jeremiah Eck explains the role of communication in presenting the initial design and in getting the project built with the contractor.

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In the News

Watch On-Demand: CRAN Symposium Session Videos

We received a fantastic response to live-streaming the CRAN Symposium. If you couldn't attend Symposium and weren't able to catch the live-streamed events don't worry! There are now video recordings of the sessions available on-demand at www.houzz.com/AIACRANSymposium.

Please also keep an eye out for the live-streamed CRAN Symposium sessions to soon be available on AIAU, a place for architects to learn and earn continuing education credits.

Membership Report

By John L. Stewart, AIA

The National Membership Committee of CRAN is headed by Mary Cerrone of Pittsburg, PA and John Stewart of San Carlos, CA (30 miles south of San Francisco). They have been co-chairs of this committee for the past few years. The emphasis this year has been reaching out to the Chapter CRAN Committees.

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Upcoming Events

Free CRAN Webinar: Incorporating the Top Trends for Residential Landscape Design

Wednesday, November 5, 2014 | 11:00am - 12:00pm ET | Earn 1.0 AIA LUs | Learn more

Public Interest Design is a quickly growing sector of the practice of Architecture. Using twelve years of research including the 2011 AIA Latrobe Prize, the presentation will include best practices and propose a systemic way forward that can maximize the public value of design. Additionally, the SEED Evaluation tool will be explained. SEED provides Public Interest Design with a professional standard of ethical practice through a clear and step-by-step process to guide ethical community engagement based on case studies of best practices.

Register Now

Please also visit our Webinar Calendar for information on a number of upcoming webinars throughout the rest of the year.


Discussion Forum Roundup

By Brenda Nelson, Assoc. AIA

The homepage for CRAN contains a discussion forum section where users can post comments and questions which are then sent in an email to the entire CRAN membership. This feature can be very useful in providing feedback and assistance from the collective group.

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AIA Best Practices

AIA Best Practices represent the collective wisdom of AIA members and related professionals. The scope of knowledge and information that can be included in AIA Best Practices is unlimited. The collective knowledge of AIA and allied members is a realm that is constantly expanding.

Sources include:

  • The Architect's Handbook of Professional Practice
  • AIArchitect articles
  • Articles from Practice Management Digest and other eNewsletters of the AIA knowledge communities

Learn More

Did you know anyone can join AIA Custom Residential Architects Network for FREE? Sign-up on AIA KnowledgeNet and start a discussion in the AIA CRAN Discussion Forum.

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