Projects Won Using Design As A Tool To Win Work
Examples of how design and architecture helped create opportunities and win projects:
$750K Outdoor Living
Scope: Full outdoor living space design build with outdoor kitchen, infinity pool, three patios, built-in fire pit, and smart-home integrations.
How Lead Was Generated: Cold outreach to a homeowner. The opportunity was identified during a conversation between a friend of the homeowner and a partner. Outreach was conducted through a personalized email.
Sales Strategy: An initial free concept design was offered to continue the conversation and build the relationship. After several discussions, the design development led to an $11,000 design fee. Once the design was completed, construction began under the same design-build company.
How Design Was Used to Sell: A free concept design was used to continue the conversation and build trust with the client prior to receiving contract.
Cost to Acquire Customer: Appox: $1200
$300K Condo Remodel
Scope: Full design-build interior remodel of a condominium.
How Lead Was Generated: Inbound lead generated through advertising managed by our team.
Sales Strategy: The project was being bid by three other contractors. The client explained that competitors were offering pricing immediately and promising a 15% discount if she signed that day. Because the project required a unique design, she felt those offers were unrealistic. We developed a series of Revit 3D designs with multiple revisions that aligned with her design goals and budget. She ultimately approved the project because she could clearly understand what she would receive before committing.
How Design Was Used to Sell: The design process helped the client clearly understand the final result before committing. Providing free design built trust and increased the likelihood of securing the project.
Cost to Acquire Customer: Appox: $3500
$375K Rooftop Scope
Scope: Design-build of a rooftop landscape and lounge area for a mixed-use development project.
How Lead Was Generated: Lunch and learn educational session used to network with the developer and build relationships that led to awareness of upcoming project opportunities.
Sales Strategy: After learning about the rooftop opportunity, we offered initial concept design support to explore ideas and provide a rough order of magnitude cost before moving into a formal design contract.
How Design Was Used to Sell: The team developed 3D visualizations of the rooftop space to help the client understand the design vision and potential cost before committing to the project.
Cost to Acquire Customer: Appox: $1200
$250k Commercial Green Wall
Scope: Green wall at the entry of an NFL stadium lounge, including the green wall, hydroponic components, TV integration, and automation.
How Lead Was Generated: Initial inbound lead generated through SEO.
Sales Strategy: Knowing the prospect was speaking with other vendors, we developed a competitive strategy by offering free concept design to advance the conversation. Competitors were not providing design. We presented multiple concepts and cost options, which ultimately led to the final contract.
How Design Was Used to Sell: Design helped the client understand the vision before committing. The concepts also created upselling opportunities, including the integration of hydroponic troughs and TV educational imagery.
Cost to Acquire Customer: Appox: $850
Lounge At MLB Stadium
Scope: Design-build biophilic integration of plants and themed surfaces that reference natural environments through plant materials and nature-inspired elements.
How Lead Was Generated: Continuing education seminar presented to architects and interior designers on the topic of biophilic design, which created awareness of upcoming projects.
Sales Strategy: After learning about a project at the MLB stadium that planned to include biophilic elements, we offered free design support to help integrate these features. In exchange, our materials and services were specified as non-substitutable vendors in the architectural drawings, increasing the likelihood of installation.
How Design Was Used to Sell: Free concept design was used to support the architectural team and secure specification within the project drawings.
Cost to Acquire Customer: Approx $850
$3.75M Water Park Landscape
Scope: Design-build indoor landscape integration for a waterpark environment, including plant features and themed biophilic elements (currently in development).
How Lead Was Generated: Cold outreach to a mall VP where an unsolicited concept design was provided to introduce the services. This created awareness with the developer and later generated a lead when planning for the waterpark began.
Sales Strategy: Once the opportunity emerged, highly detailed concept designs, visioning materials, and rough order-of-magnitude costs were provided before a contract. After reviewing the vision and budget range, the client proceeded with a design-build agreement.
How Design Was Used to Sell: Free detailed design concepts with written analysis and cost guidance helped the client understand the vision and move forward with the project.
Cost to Acquire Customer: Appox: $3500
$3.2 Mil. Indoor Landscape
Scope: Full indoor landscape using live plants and replica trees with integrated lighting and sound.
How Lead Was Generated: Education-based networking with architects that developed through ongoing conversations.
Sales Strategy: After learning about a mall development from the architects, we suggested providing free feasibility and concept design studies to support the developer’s goals. These studies grew to more than 120 pages and created trust, leading to a two-phase sales approach that included a prototype phase followed by full implementation.
How Design Was Used to Sell: Concept design helped the architect and developer understand what was possible within the project budget. While a design fee and full fabrication scope was later awarded, the project originated through education-based design discussions that built trust.
Cost to Acquire Customer: Appox: $5500
$125K Acoustic Surface
Scope: Material supply of acoustic wall surface panels used within interior architectural environments.
How Lead Was Generated: ConstructConnect bid platform identified a project where a competitor’s material was specified in the architectural drawings, creating an opportunity to submit an alternative material.
Sales Strategy: After identifying the project under bid, we submitted documentation to the architect and general contractor proposing an alternate material. The submission included specifications and supporting information aligned with the drawings and requirements within the bid set.
How Design Was Used to Sell: Design was used to illustrate a new acoustic surface using the manufacturer’s material, helping the design team visualize the alternative product within the intended space.
Cost to Acquire Customer: Appox: $500
Feasibility Universal Studios
Scope: Feasibility study and construction drawings for landscape features within a defined project area at Universal Studios in Beijing.
How Lead Was Generated: Cold outreach was used to establish initial contact, followed by value-added content and examples that demonstrated capabilities and introduced the services.
Sales Strategy: Once a lead was established, a detailed proposal was developed outlining how the services could support the growth and development of the scoped project area. Continuous follow-ups were conducted until the contract was signed.
How Design Was Used to Sell: Diagrammed design concepts were incorporated into the proposal to clearly communicate ideas and demonstrate the potential impact of the work.
Cost to Acquire Customer: Appox: $350
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