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Reference stories in architecture communication

At a glance

  • Reference stories are one of the most important communication tools building product manufacturers have for reaching architects and sparking interest in the company.
  • Good reference projects need more than photos and drawings: stories, anecdotes and feedback from the people involved, such as architects or clients, make projects unique.
  • Preparing content for each channel, from LinkedIn to Instagram and beyond, is crucial. If you don’t use social media regularly and professionally, you lose reach and relevance.
  • Collecting individual material, keeping in touch with design practices and clients, and getting content to each target group in the right form: this is the basis for successful architecture communication.
Published
26/11/22
Reading time
3 minutes
Topics
Content & social media References
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A modern building with glass and white tiles. An elaborate ceiling design with sharp, angular lines.
Contents
  1. Benefits & a change of perspective
  2. Playing all the channels
  3. Communicating cleanly
  4. Frequently asked questions

Use as many reference projects as you can, and above all good ones. This is the one important thing if we want to communicate about architecture. Your reference projects decide how much interest there is in your company. Well prepared, they are the first port of call for everyone interested who comes to your website. It pays off enormously to invest in presenting your best practices. And on top of that, they are the best reason to contact architecture practices.

Benefits & a change of perspective

For architects, good architecture has to do with quality and visual habits. How does the building sit in the urban space, for example, and in relation to its neighbours? What do the facades look like, and which materials were used? How is the building structurally designed? And is it on the right scale for people? Architects have a trained eye for these and many other criteria and, if anything, only keep their opinion to themselves out of respect.

How can reference projects best be presented? It seems easiest when the lead architecture practice is world famous. Then the building will soon be on everyone’s lips too. The classic approach so far consists of photos, drawings and a written description. As we see it, this gets you to base camp on the way to the summit, so to speak: it is something to build on.

What is missing is the feedback of the people involved: architects, specialist engineering consultants (building services, structure, fire safety), clients, occupants, neighbours and many more. There is always a story about the construction process, an anecdote from the building site, a detail that sets the project apart from other buildings. Discovering what is unique about each building and showing it in the right light takes time and is fantastically exciting.

Playing all the channels

A few weeks ago, we in the hej.build team wondered how long it will take for the construction industry to discover TikTok. Since the same question came up a few years ago about Instagram and Facebook, we think we know the answer. Digital communication starts on social media, and every platform has its place. Not using LinkedIn, Instagram and the like in a way that suits each channel means fewer followers online, fewer visitors to your own website and less interest in the company. Many industries have already got this message; in construction, it is slowly getting through.

Our tip: take the channels seriously and make sure they are used properly and regularly. In other industries, there are entire teams looking after digital perception and external communication. And what do all channels have in common? Good reference projects.

Communicating cleanly

If you have collected good, individual material on your reference projects and are in touch with the key people on the project, you have created the best conditions for communicating your reference projects to the outside world. Preparing all the information to suit each channel is then the final step. The possibilities are as varied as the audiences. That is why it is important to know your own company well and to know which messages you want to send to your target groups. Want to go deeper? Write to us, we look forward to your questions.

Frequently asked questions about this article

How do I get authentic feedback from architects and clients for my reference stories?

The best time is shortly after the project is completed, while the people involved still have it fresh in their minds. Arrange a short, structured interview (15–20 minutes) with specific questions about challenges, solutions and special details. Important: don’t ask for praise for your building products, ask for the story of the project. That is how you get credible quotes that colleagues in the industry genuinely care about.

How do I prepare a reference project for each channel without producing the same content five times?

Think in terms of a modular content system: first, collect all the building blocks, such as photos, quotes, technical details, anecdotes and drawings. From this pool, you can then derive different content in the right format for each channel, for example a carousel post with detail photos for Instagram, an article with a quote from the design practice for LinkedIn and a detailed project page for the website. That way, each channel gets its own angle on the project without content simply being copied.

How many reference projects should a building product manufacturer prepare each year to stay relevant?

There is no one-size-fits-all number, but here is a rule of thumb: better to prepare fewer reference projects really well than many superficially. What counts is regularity, not volume.

Our reference projects are often not designed by well-known architecture practices. Is it still worth the effort?

Definitely. With lesser-known practices in particular, there is often a story in the project that is especially worth telling, such as an unusual use, a tricky detail or a special regional connection. Architects are primarily interested in the quality of the solution, not the name on the stamp. On top of that, working together builds you a network that is valuable beyond the individual project.

Who in the company should take care of producing reference stories?

Ideally, sales, marketing and an external editorial team work together. Sales knows the projects and contacts, marketing steers strategy and channels, and an editorial team specialising in architecture communication provides the technical depth and quality of the content. Without clear responsibility, reference projects almost always get left behind in practice.

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