How To Use Houzz To Sell Architectural Services

Images alone will not generate clients on Houzz

Architects are flooded with advice on how to use social media sites like Twitter, Facebook and LinkedIn for marketing. Less talked about is Houzz - even though it’s quite possibly the most important social media site for selling architectural services.

Ask Bud Dietrich, a Tampa Bay architect. “Houzz is, without doubt, is the best web platform for residential architects,” Dietrich wrote in a 2013 article for the American Institute of Architect’s CRAN Chronicle. How did he know? Less than two years after creating his profile, Dietrich was attracting design clients from as far away as New Zealand.

Houzz is crucial for selling architectural services because it’s the only social media site focused exclusively on residential design, building and remodeling. Houzz is where your potential customers are going for advice and inspiration when they’re looking to build or remodel. And increasingly, it’s where they’re finding an architect to do the job.

Using Images to Sell Architectural Services 

The key to a successful Houzz profile is the right combination of words and images. Because Houzz - like Pinterest - is a highly visual website, and because architects are visual people, we’ll start with photography.

Good photography and lots of it is critical. You’ll want to post high-resolution - ideally professional - photos of your best work. Create a folder for each project and upload anywhere from a few to dozens of the best photos (this step is easy; Houzz will walk you through the process when you create a profile). Be sure to choose projects that show a range of experience: If you do renovations and custom homes, show pictures of both. Chances are, you already have all the photos you need to create an attractive, robust Houzz profile.

Idea books are important, too. These are photo compilations designed to inspire Houzz users and give them ideas. You might create an idea book featuring farmhouse renovations, the best examples of green building or show-stopping kitchens. You can include some of your work, but also include pictures from other architects and designers. Idea books aren’t about advertising your work; they’re about sharing your style and providing inspiration.

Describing Your Architectural Services

Images alone are not enough. Your profile should include a detailed description of your architectural services and specialties - say green building, renovations or historic home additions. Offer a little information about your background, and don’t forget to include basic information such as your contact information and a link to your website.

Other must-haves/must-dos include:

Project descriptions

Pictures go a long way, but you also need to provide descriptions of each project. Your descriptions should include keywords that will help your page rank higher in search engine results. Uploading pictures of a green building project? Your description should contain keywords like “green buildings” and “energy efficient homes” so that it shows up when people search for those words.

Reviews

The more reviews you have on Houzz, the higher you will rank and the more profile views you will get. Ask clients and colleagues who appreciate your work to take a few minutes to post a review on the site.

Discussion boards

Discussion boards are huge on Houzz. Users seek advice on everything from how to repaint cabinets to how to renovate on a budget. Participate by offering your expert opinion where applicable - this will build your reputation as a brand.

Product tags

Houzz allows you to tag your pictures to identify certain products, manufacturers, etc. There are many benefits to this. For one thing, your pictures might pop up when Houzz users search for those products and manufacturers. Also, manufacturers might choose to feature your photos on their pages. Most importantly, you can identify your brand with the products you feature. Fendi Casa Sette or Waterworks Fixtures may say more about your design aesthetic than the text used to describe the project.