Doug: Because of a layoff in 2009, I was forced into it. Since there were no jobs available in my industry, it was tough. But I really didn’t look very hard. Years ago, I had attempted my own drafting business at two different times, and it just didn’t work out. I wasn’t able to sustain the workflow and ended up taking a job. When I was laid off from Pulte Homes in 2009, the decision was made for me to start DesignLine Architects. This time it has seemed much easier. Entrepreneurship was something I always wanted. Bottom line is that I really didn’t know if it would work this time, despite my failed attempts in the past. My Dad did quite well in his own Veterinary business, who I have always admired. And in some ways it’s like a retirement for me; I’m finally doing something I always wanted. A way to give back.
Ken: It’s a really powerful story of success. You had failed twice before, and you still had it in you to keep continuing on to be a success. Even though you were sort of forced into it, you were able to successfully pull that off. Not everyone can do that, it takes a certain type of person. Before we talk about you and how you made that happen, I want to talk a little bit about your clients. When someone in the Phoenix area is looking for an architect to do some design either commercially or residentially, what do you think some of the challenges they might face when looking for somebody that’s qualified, and somebody they can trust?
Doug: A residential project does not require a licensed Architect to obtain a permit. An Architect will have more training than a designer; however there are a few good designers out there. Another challenge customer’s will find is hiring one that will come through on their promises. Missed schedules are a definite problem and in many cases, the lack of creativity. Because neighbors talk, their positive or negative feedback can affect our industry’s image.
The goal is to create trust with the client, so they’ll talk highly of their experience with friends. It’s all about building the relationship. My goal is to set expectations early in the project so the clients know what to expect. Then exceed their expectations at every step of the project. That’s the key my success to this point. Make good on my promises and they would then refer me to the next project, and so it goes.
Ken: I can see how if an architect doesn’t have his stuff together and comes in late with plans, that can really throw the whole build schedule off and possibly affect someone’s financing and the whole thing, right? The whole deal could be killed because of something like that.
Doug: Yes. A lot of financing is based on meeting the schedule. And if these deadlines aren’t met and the customer’s deal can be lost.
Ken: Sure. What do you think the biggest mistake your clients make when they’re looking for an architect?
Doug: The biggest mistake a customer will make is not listening to their gut. Look for an Architect who will listen to you, someone to whom you connect and feel comfortable. I also think the customer focuses too much on the Architects fee, and not enough on design and budget. A thoughtful design that has been customized to fit the way you and your family or business lives. Well, I’d say that “priceless” at any budget. The customer also needs to set a realistic budget, which is not easy. but that where i can help too.
Ken: Somebody that understands your project and understands your goals, and that you connect with, right? You want someone involved in the design of what you’re building that really understands what you want as an end product. Doug, is there a common misconception that people have about architects in general or hiring an architect?
Doug: Yes, when most people think of an architect, they think of Frank Lloyd Wright. He was a very eccentric and talented individual. He was what they called a master builder, someone who managed both the design and lead the field construction process. No longer is that very common at all. Today, the architect is more of a collaborator; someone who brings together all pieces of the process. The Architect not only acts as the owner’s representative, but also ties together the builders, engineers, and designers, purchasing and time managers, among others.
Ken: What I think you’re talking about is something called micro-specialization, which is a really powerful facet of being in business. To micro-specialize is to be the best at something very specific. You’re able to market to a much more targeted audience and be more effective that way. A lot of people probably think that the architect is completely involved in the whole construction process. What is your involvement in the grand scope of a residential or a commercial project? Are you just utilized in the beginning of the project, where you’re figuring out the plans? Are you involved in the permitting process and things like that?
