How can marketing the business for AEC firms help them improve their performance and quality?

How can marketing the business for AEC firms help them improve their performance and quality?


In earlier times, marketing tools were limited as to radio to television commercials to billboards. Limited technologies won’t help the AEC firms to improve their overall performance, so this is when new technologies were advent and proper advertising methodology was arranged. Advertisement before was just done through messages sent via mobile phones which later shifted to use of an email that brought together unwanted promotional advertisement emails.

Architecture, Engineering, Environmental and Construction firms need to know what is happening in the market and business development which helps them stay ahead of the competition. The marketing concept is prevailing in the construction industry and the scenario is not like before. It is driving the force for many construction companies for marketing their business daily with the help of newer technologies and societal preferences. With the advent of BIM Services, AR, VR and other techniques, the AEC firms can cope up with quality improvement and technical assistance in their projects.

AEC firms have started integrating marketing, IMC approach and branding techniques which help them market their services the way it has been going since so many decades ago. Marketing in the coming future is getting changed rapidly and we have seen the impact of it through technology obsessions with Blockchain, VR and AR getting more intense.

While we are entering a new year and let us see how marketing trends will impact the AEC firm’s productivity and performance enhancement as a whole. The marketing trends for the coming future of the AEC firms are as follows:-

Marketing Trends driving the future of AEC firms

AEC firms must take a strategic approach to M&A branding: – For better growth, many of the construction companies have started to pursue mergers and acquisitions tools as a primary growth strategy. Nearly one-third of the service firms were active in M&A till 2018. Mergers and Acquisitions provide many growing benefits for AEC firms.

Acquiring smaller firms for specialized service offerings can bring in valuable resources that help the successful and growing companies to stay competitive and be quality stringent. An essential thing while pursuing the M&A is selecting the firms with complementary services and needed valuable talent.

Researching to select the firm to be acquired includes critical time is learning about the values associated with brand equity, potential synergies with acquiring firm and potential conflicts between the firms. This research will help the firm know the development of an IMC plan for the current and future mergers is needed.

AEC firm’s website can be a strong marketing tool: – Websites are becoming the primary resources for the AEC firms which can help them succeed. An online search for buying anything has become imperative nowadays, hence bringing in efforts by the AEC firms to make a website that can contain all the relevant information about the services offered and the company. This can be a difficult challenge for the firms to cope with solutions that can cater to the need of online buyers and goers.

A website needs to be mobile-friendly, relevant to be easily searched by Google and convey what service they provide.

Continued focus on recruitment: – Hiring market for the AEC firms have been persisted where the architect, engineers and construction trades are in high demand and are not well-qualified to fit the openings. One disruptor for the AEC firms is the possibility of the federal government agree to and fund a commitment to address the nation’s infrastructure deficiencies. Otherwise, there might be a shortage of labor needed for smooth operations and maintenance.

Marketing and strategic thinking business leaders understand their marketing efforts which need to go beyond attracting end clients and make the finest use of talent. AEC firms must invest in recruiting materials, employer branding and career microsites.

Increased use of technology: – Increased use of the technology will help the AEC firms to stay ahead of the competition which can transform the way construction was done earlier. It depends on large amounts of data which comes in large files that can take a long time to load. Firms would switch to cloud hosting providers and data compression techniques to permit the sharing of large files through multiple locations and integrate collaboration through BIM Coordination Services among all the construction disciplinarians.

Firms that have incorporated these tools with expertise and services must demonstrate results and market these integrated tools to get the first-mover advantage over the competition.

What is the future hold of the AEC Industry while applying Marketing concepts?

Thirty years ago, many AEC firms still used the same marketing approach in carrying out their business. Would this help the firms to improve its performance? Surveying more than 330 workers on-site has enabled them to get a clear forecast of how can marketing concept will evolve in the coming years.  

The AEC firms should look into the use of the B2C approach to determine which can be used for the betterment of the AEC Industry. We have a slow reaction over the adoption of newer technologies and techniques which need to be changed and start incorporating some marketing mix with technologies. This will bring many benefits to the MEP Outsourcing Services Company to improve productivity, reduce cost, time and labor shortage.


Time is changing rapidly and is bringing digital technologies to the AEC Industry where the firms have started implementing these technologies to get improved performance and quality deliverables for carrying out the project.

The marketing approach used by the top authorities must be according to their preferences and processes. AEC Marketing is changing in the digital world which provides benefits to the AEC firms such as the timely deliverable of the project; quality assistance with technicality is attained and reduces costs.

Written By:
Bhagwati Pathak
Bhagwati Pathak is an Executive Director at Tesla Outsourcing Services. Technical Project Management, BIM, Client Management, and Leadership are her forte. With an expertise in BIM and a flair for writing, her articles provide a direction to contractors, sub-contractors, engineers, and architects in employing the right methodology for an Architectural, Structural, or MEP CAD / BIM project.

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