Read This Page To Discover: 
The pervasive lie believed by most architects that keeps them from landing the projects (and making the income) they deserve.
Friday, October 28, 2016
Austin, TX
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Until Sep. 23, 2016 :
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From the desk of:

Richard Petrie
Co-Founder,  Architect Marketing Institute
Wellington, New Zealand
July 2016
Dear overworked and under-appreciated architect,

In my consulting work with architects, I've found that most architects live a sad and pervasive lie.

Here's what they say:
"I can either work on fun and fulfilling projects, or I can make a good income - but not both."
I was shocked when I first heard this line of reasoning coming from a bunch of seasoned architects in a LinkedIn Group.

Someone had asked about advice for his son who was considering studying architecture.

"Stay away!" said some.

"Let him know that he won't earn much money," hollered others.

"He'll have to choose between fulfilling work and earning a good living!"

"The best architects die poor!"

"I love it but it doesn't pay the bills."

And so forth...

I like to compare this sorry state of affairs to an architect who went for a walk in the forest and got lost.

After a few hours of walking he came across a village in a clearing. 

The village was called Archville, where ONLY architects lived.

Yes, a very strange village, I know.

The Mayor of Archville welcomed the architect and offered him a tour. 

He told the architect that Archville was spilt into four neat quarters where architects could live.

The Old Quarter was the divorce and suicide capital for architects who charged low fees and worked on unfulfilling projects.

The Artist Quarter was cool but run down because money was always tight. This was the quarter for architects who charged low fees but worked on fulfilling projects.

In the New Quarter, everything was new and fresh but it lacked soul. This quarter was for architects who charged high fees but worked on unfulfilling projects.

Finally, the Mayor took the architect to Sunshine Island.

"Sunshine Island is for architects who earn high fees AND work on fulfilling projects."
...said the Mayor.

All the architects wanted to live in Sunshine Island but only a few ever discovered what was required to live there.
"How can I live on Sunshine Island?" asked the architect.

"Good question," responded the Mayor.

"You need to know the ideal type of projects you love to work on, and be able to win those projects for a decent fee."

The mayor explained that architects who lived in Sunshine Island had two jobs:

First, a marketer of architectural services...
Second, providing architectural services.

"This is the secret few architects know," said the Mayor, "and that even fewer practice."

"But I went to architecture school for 7 years and no one even talked about selling architectural services – there is no method for there?"

"You want the roadmap to Sunshine Island?" smiled the Mayor. "Everyone wants that son, but you have to be prepared to pay the price".

"That depends on how much it is," responded the architect.

"I can tell you one thing," said the Mayor.

"The price to live on Sunshine Island is much less than the cost of living a life of low income and unfulfilling projects!"
Well, I've devoted a large part of my career helping architects find Sunshine Island...

And I'm happy to say I've helped quite a few find it!

In fact, my first architect client here in New Zealand who I worked with years ago has clients literally begging to work with her - and she tripled her income in 12 months...

Some people say I have a magical voodoo power to have my clients transform so powerfully.

I say there's nothing magical about it - like anything there is a recipe to getting to Sunshine Island.

Would you like to know what it is?


I rarely leave my home country of New Zealand (who would??), however at the end of October, I'll be in beautiful Austin, Texas visiting my brother.

With Enoch Sears AIA of Business of Architecture, we've organized a 1-day architecture client-attraction workshop where I'll be walking you step-by-step through the exact recipe I've used to help so many architects reach Sunshine Island.

However, I must warn you: We're keeping this event intimate and seats are limited. 
And I expect it to sell out quickly...

Now I'm the first to admit that Sunshine Island isn't for everyone, and neither is this event.

Some architects prefer to work in the Artist Quarter pursuing fulfilling projects at the expense of their family and income.

Others prefer to dream big, yet never take action.

If this is you, don't come to join me.

On the other hand, if you're ready to skyrocket your professional growth and satisfaction, I guarantee this will be a once-in-a-lifetime event.

But don't take my word for it, see what other architects like you are saying in the videos below...
Peer Review
Brandon Reed
Salt Lake City, UT, USA
About This Event
Unlike other events with a random collection of speakers, this event is choreographed to help you figure out exactly what you need to do today to move your firm towards a High Profile Practice. Here's some of what you'll discover during this 1-day workshop:
Presented by
Enoch Barlett Sears AIA
Co-Founder Architect Marketing Institute
Founder and Host of Business Of Architecture Podcast
6 Success Triggers of Leading Entrepreneurs to Help You Grow Your Architecture Firm Income, Your Impact, Your Clientele and Your Projects
If you're dissatisfied with your current income or professional achievement, you're most likely being held back by a very real yet invisible force. 

It's not your fault, as architects we're taught to believe a damning lie.

In this power-packed first session of the day, Enoch Bartlett Sears AIA, host of the top-rated Business of Architecture Podcast will reveal the insights he's gained from interviewing hundreds of architects on his podcast, as well as the principles that have helped him personally skyrocket his personal income and satisfaction.

You'll discover:
  • The soul-sucking error Enoch made about how he approached his early architectural career (most architects don't even know they're doing this)
  • The #1 driving force behind successful entrepreneurs like Richard Branson and Steve Jobs, Henry Ford and architects like Bjarke Ingels (and how you can apply this secret to 're-program' your brain for massive success)
  • The 6 Success Secrets that you MUST master before you ever set foot on Sunshine Island (master these and living on Sunshine Island is practically inevitable)
  • The 4 levels of the Obstacle Pyramid and how to overcome it. This is the biggest reason most people don't make and reach their goals and dreams. Discover what it is and how to vanquish it (this is worth the entire price of admission).
  • The invisible burden you don't even know you are carrying around. Get rid of this and you will unlock your maximum potential.
  • The secret about why some people virtually seem to attract money and rise from multiple failures, while others never seem to get it and constantly struggle (the harder they fight the more they sink)
  • The startling confession that billionaire Ted Turner made in a private interview that reveals the difference between top performers and those who flounder in mediocrity
  • The principle discovered by best-selling author Simon Sinek after studying the world's most inspiring and impactful companies (few architecture firms achieve this, but the ones that do attract the top clients and top talent)
  • The lie that can actually fuel your success - believed by many of the world's top architects (architect Richard Meier shared this with me)
  • The "fatherly" architect success advice given by architect Daniel Burnham FAIA, monumental Chicago architect and director of the World's Columbian Exposition. 
  • The simple story about a crow and an eagle and how the moral from this story will shape your destiny.
First 25 Tickets or
Until Sep. 23, 2016 :
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After Oct. 14, 2016 :
Presented by 
Richard Petrie
Co-Founder Architect Marketing Institute
World's Leading Architect Marketing Coach
The Power Pyramid: The Secret To Commanding Premium Fees and Being "In-Demand" 
  • Why almost all ‘A list’ actors, as well as Frank Lloyd Wright, Norman Foster and even con men like Bernie Madoff, used the Power Pyramid to present themselves as powerful experts and celebrities to their market. High fees, high demand and money is attracted to anyone who knows this secret.
  • Why being at the bottom of the pyramid means you will ALWAYS struggle through life and never win big projects. This is where 70% of architects unknowingly present themselves without knowing.
  • The secret trigger word that causes more people to say ‘Yes’ than any other in the English language. And it’s proven in three separate studies.
Peer Review
Sharon George
Austin, TX, USA
Mapping Out Your Ideal Architecture Firm Vision: You've NEVER Set Goals Like This Before...
  • The one emotion that kills ambition and drive faster than any other force on earth. By smashing this common mental road block you'll unleash your inner project winning machine.
  • The big three emotions that drive all human performance and are essential if you want rapid growth in your architecture firm. Billionaires have these in spades.
  • How to find what you REALLY want out of your career, business and your life using Post-It notes and a special sentence that directs your thinking. This simple process helps you find out what drives you and allows you to discover why you REALLY wanted to become an architect. 67 out of 70 architects in New York said they discovered their #1 goal using this amazing process. Only 3 knew their #1 goal before the exercise.
Presented by 
Richard Petrie
Co-Founder Architect Marketing Institute
World's Leading Architect Marketing Coach
First 25 Tickets or
Until Sep. 23, 2016 :
Second 25 Tickets or
Until Oct. 14, 2016 :
Full Event Rate
After Oct. 14, 2016 :
How To Create A Dead Simple, Effective System To FIND and WIN New Clients and Projects: The 12 Month Plan To Set Up A Consistent Client Attraction Machine For Your Architecture Firm
Most architects approach business development as a 'one-off' activity. And yet generating real leads for an architecture practice takes time and consistency. 

Discover how to set up a systematic marketing process for attracting clients and winning projects consistently.

You'll also discover:
  • Why it's important to identify exactly who you want to serve, and how to hone-in on 'affluent' clients who have the kinds of projects you want to work on.
  • How to get potential clients to come to you (instead of you chasing them). When you do this properly you'll find yourself winning better projects with greater ease.
  • Where to find your ideal clients without spending a truckload on expensive advertising, cold-calling, ineffective networking and other mis-guided business development tactics.
  • How following up with clients who don't say yes immediately can double your project pipeline (and the right way to do it without being salesy or annoying).
  • How to proactively increase the word-of-mouth referrals your architecture firm gets.
Presented by
Enoch Barlett Sears AIA
Co-Founder Architect Marketing Institute
Founder and Host of Business Of Architecture Podcast
Peer Review
David Businelli
Staten Island, NY, USA
Presented by marketing implementers...

Mette Aamodt
Aamodt/Plumb Architects (Cambridge, MA)
William (Bill) Styczynski
Studio 21 Architects (Downers Grove, IL)
Peter Twohy
2e Architects (Towson, MD)
LIGHTNING ROUNDS: Find Out What's Working Right Now from some of the Best Architect Marketing  Implementers from around the US
  • What lead generation strategies are working right now.
  • How you can convert more qualified inquiries to paying clients.
  • How to price and package your services to bigger clients at premium prices.
  • What larger clients require before they can say "yes" to a small firm.
  • The marketing strategy that no longer works in architecture - yet many architects are still wasting money on this outdated method.
  • How to use video to position your firm as the expert in your local area.
  • The system to offset your advertising costs - and how one of these architects recouped 100% of their advertising spend in the first 3 months of implementing.
First 25 Tickets or
Until Sep. 23, 2016 :
Second 25 Tickets or
Until Oct. 14, 2016 :
Full Event Rate
After Oct. 14, 2016 :
The 4 Simple Steps To Go From Archville to Sunshine Island
In this session, you'll discover the proven framework to implementing the action steps needed to win better architecture projects and clients.
  • The counterintuitive secret to productivity, how to get more effective marketing done by doing - and spending - less.
  • Why most architects fail at marketing when the remedy is as simple as using a phone.
  • How to set up your marketing dashboard and the 5 numbers you need to be tracking each week. If you don’t then you cannot possibly make intelligent decisions about how you invest your time or money.
  • The 4 powerful pillars of implementation that have been proven to help firms improve their business development - and win better projects.
Presented by 
Richard Petrie
Co-Founder Architect Marketing Institute
World's Leading Architect Marketing Coach
Peer Review
John Jones
Westport, CT, USA


South Congress Hotel
1603 S Congress Ave
Austin, TX 78704, USA
(Google Map)

For room reservations and parking information contact the venue directly on:
Phone: +1 (512) 920-6405   Website:

First 25 Tickets or
Until Sep. 23, 2016 :
Second 25 Tickets or
Until Oct. 14, 2016 :
Full Event Rate
After Oct. 14, 2016 :
Early-Bird Pricing
(Full Price - $497)
  • Secure online access to full event recordings. Watch the recordings anywhere, anytime.
    (delivered 30 days after event)

Early-Bird Pricing
(Full Price - $997)
  • Join us live in New York City April 7 & 8 for this event focused on creating a High Profile Architecture Practice.
    (Event Limited to 60 Total Attendees)

ticket + RECORDING
Early-Bird Pricing
(Full Price - $1,294)
  • Join us live in New York City April 7 & 8
    PLUS get the full event recordings.

***Price increases on Friday, July 15, 11:59PM (US Pacific Time)***
Your Incredible Excellence Guarantee:
If for any reason the this live event doesn’t live up to your expectations, just let us know at the end of the last session and we’ll refund your entire ticket purchase. We’ll also give you $500 just for your trouble.

No hassle, no questions.

We can make this incredible guarantee because we know you'll get value far in excess of your investment of time and money by attending this event.
Would You Like To Get Results Like This?
Dress Code & Weather
*Weather subject to change without warning! :)
Nearly every October day warms to over 70 °F (21 °C) in Austin. The city averages 4 days this month when the thermometer reaches into the 90s °F (over 32 °C). Temperatures above 100 °F (38 °C) are not expected here during October.

(Sourced from
Dress Code
For the general sessions and breakouts… 

Casual and comfortable - Jeans, shirt, or business casual. Bring a light jacket as the conference room may get cold. 

For after hours events...

Party attire for evening networking. Guys bring a collared shirt just in case.
What are the dates of the live event?
It is happening Friday, October 28, 2016 in Austin, Texas.

Where will the event be held?
The event will take place at the South Congress Hotel, 1603 S Congress Ave, Austin, TX.

I'm trying to book my travel. What times do I need to know about?
The event starts at 8:00 AM and concludes around 5:30 PM. 

I'm busy - why should I take time out of my schedule to travel, book a hotel, etc.?
Architects fly from as far away as England, Singapore, Croatia and Australia to attend our seminars. Without exception every one of them is glad they came. This will be a life changing event for you. But you need to take action and join us.
Can any architect attend this event?
Yes, if you have (or want to build) a successful client attraction system in your practice, then this live event is for you.

Can I Bring My Spouse Or Business Partner?
Because of our VERY limited seating, every person must purchase a ticket to get into the event.

Can I Get A Refund If I Can't Attend?
Because of the limited availability of seats for the event, we are unable to provide a refund, however, you can nominate someone else to take your place up to 14 days prior to event.
About Us

Richard Petrie

Richard is the world's leading architect marketing coach with a degree in marketing from University of Canterbury in New Zealand.

Formerly he was a professional athlete for the New Zealand national cricket team where he competed at the highest levels of athletic competition around the world.

He's the author of the book, "What To Do When Your Marketing Sucks" and he's consulted with architects, business leaders and dignitaries around the world including New Zealand's prime minister.

Enoch Bartlett Sears AIA

Enoch Bartlett Sears is AIA a licensed California architect, author of the book “Social Media for Architects”, and publisher of Business of Architecture - a community that helps architects get better income and lifestyle.

He is personally known as an expert marketer who helps architects book meetings with hard-to-reach potential clients.

Eric Bobrow

Eric is the world's foremost Internet Marketing Strategist for architects.

He has helped hundreds of architects grow their businesses including a UK firm who was able to add an extra $500,000 in billings directly as a result of his consulting work on their internet marketing strategy.

He's worked with architects for the past 20 years helping them use systems and tools to streamline and grow their practices.

His YouTube channel has over 2,400,000 views and more than 15,000 subscribers.

First 25 Tickets or
Until Sep. 23, 2016 :
Second 25 Tickets or
Until Oct. 14, 2016 :
Full Event Rate
After Oct. 14, 2016 :
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Dear Colleague,

Make no mistake, architects are fighting a 'silent' war.  

This is a war fought not with bombs, but in the hearts and minds those who commission buildings.

Unfortunately, this war hits small firms hardest (who make up over 50% of all firms internationally).
- Why do many clients view architects as a commodity?
- Why are clients demanding more service for less fees?
- Why are clients happy to cut design up-front, but pay much more to fix problems and mistakes later?
This silent war is real, and it hit me in the face like a sledgehammer 8 years ago when I was talking with an architect colleague at a local AIA networking event.

This particular architect has been involved with many landmark projects and has 35 years of experience under his belt.

And yet when I talked with him he told me how he didn't have any projects and was struggling just to pay the bills.

He told me how he had built up his practice over the years to be highly respected in our local community.

He remembered a time when the phone would just ring with amazing opportunities to work on exciting projects.

Although he still has 15 years of working life ahead of him, his former clients have retired.

Instead of enjoying a life of skiing and visiting grandchildren, he's worried about how he'll pay for mounting medical expenses.

Instead of being able to retire to a comfortable location and enjoy the prime of his life, his investment portfolio is worth half of what he feels he needs.

Instead of continuing to work on projects that stimulate and challenge him, he was happy to pick up the most basic remodel.

How could someone who deserves so much respect feel so shattered and hopeless?

How could this architect with such valuable experience be reduced to begging for projects?
I knew something had gone terribly wrong with the profession of architecture.

I pictured myself 20 years down the road in the same situation, and it made me catch my breath.

I knew I had to do something differently and I had a hunch it had to do with money.

I knew design and how to draw a building, but how to earn an incredible income and build an sustainable and fulfilling business seemed like such a mystery.

This started my 5-year deep-dive study of the business of architecture.

I started interviewing architects from around the world and started a podcast to share with other architects what I was finding.

As I talked to architect after architect, you know what I found?

Most architects struggle with the same problem: how to bring in challenging, profitable projects on a consistent basis.

This is the bottleneck that keeps their firms at a plateau, that keeps them running from meeting to meeting but never getting ahead.

Then, back in 2013, I got a shocking email from an architect in New Zealand.

She wrote:
"Dear Enoch - I am starting to implement marketing strategies for architects and as a result I am very busy! It really works once you get the hang of it..."

"Have just been nominated for local business awards here in NZ - so feeling good!"

Mona Quinn
Well here was an entirely different story!

As you can imagine I was fascinated.

What was this magic "architect marketing" she was using?

I got her on the phone and she shared her story.

It turns out a few months previous she had gone to a seminar at her local business chamber put on by a "high-priced" marketing consultant.

He was preaching an entirely different type of marketing from what she had ever heard before.

He gave examples of his past clients who had grown their incomes and businesses using the marketing strategies he teaches.

Mona was skeptical.

What he preached sounded good, but would it work for her?

She wasn't sure.

In any case, it didn't matter because as a relatively young architect who had just left a larger firm, she knew she didn't have the $10K + to pay his coaching fee.

She also lacked a bit of confidence.

Deep down, the thought of growing her practice and trying something new was a bit scary.

Would these strategies really work for her?

A few days passed, and she thought of her young child and future trying to grow a profitable and enjoyable architecture practice while juggling the demands of a family.

Finally out of pure frustration, she decided that nothing would change unless she took action, even if she had to sacrifice.

The pain of doing nothing was just too great...

She had a drive for success and decided she'd do whatever it took to achieve her dream.

She came up with the money, invested in the coaching, and hired the "mystery marketing man" Richard Petrie.

Richard taught her that consistent clients and great projects could be had by building on the 4 pillars of marketing for architects:

1. Client Attraction
2. Nurturing
3. Winning
4. Repeat Referrals

He taught her that by creating educational material based on her potential client's key concerns, fears, and worries she could discover who was thinking about doing a project - before they ever talked to another architect.

He taught her how to continue to add value over time so that she could follow up with these potential clients without being 'salesy' or annoying.

He taught her how to break her 'sales process' into smaller pieces so that potential clients saw her as the only and obvious choice - even if her fees were double that of other architects.

He taught her how taking the role of 'educator' for her clients flipped the tables and had them begging to work with her, instead of her chasing clients.

Listen to Mona as she describes her transformation in her own words:
Using the strategies I outlined above is how Mona was able to triple her revenues and work with 'wonderful clients'.

Now you've read this article this far, and I know you want to know how to bring in great projects consistently.

That's why I'm bringing Richard along with some of the ambitious, successful architects we’ve been working with to share their winning strategies.

Now you can sit in the room and get the entire strategy that Richard used to help Mona achieve a life of freedom and fulfilling projects.
The Architect Business Development Summit
October 28 & 29, 2016
The Architect Business Development Summit is a 2-day event specifically for small architecture firm principals (1-20 employees) who want better projects with bigger budgets.

At this event, you'll discover how to create high-quality, consistent demand for your architectural services in the next 12 months (or less). 

The focus of this event is on how to create this demand even if your current firm is "invisible" and not on the radar of potential clients.

Several successful architects will be sharing the exact strategies they are using to generate client inquiries in their practices.

Join us for 2 days of strategy and learning.
You'll learn...
  • Why architects are fighting a silent war against downward fee pressure and how to turn the battle
  • How to overcome the 'free advice' expectation and get paid for your expertise and insights
  • How to quickly differentiate yourself from your competitors
  • The simple 4-step translation exercise that transforms a technical talking architect into a canny project winner (without coming across as 'salesy')
  • What other successful architects are doing to attract more clients with better projects and bigger budgets
  • The 'Police Hostage Negotiator' questioning technique that bypasses the resistance of the logical mind to motivate potential clients to move ahead
  • Internet marketing tips that will give your firm an edge