Industry insights
Michael Smith is the consulting architect for Built Environment Channel and lead consultant of Spec Up.
Insights of Large Practice
Recently as part of a new initiative from Built Environment Channel called Material Matters, I spoke with a series of senior architects from a large practice in Melbourne. The purpose of this panel discussion was to see how a larger architectural practice navigates product specification and to identify key pain points.
The discussion revealed some important aspects for specification representatives and marketing teams to consider in their overall strategy.
Understand that not all products are relevant to all architects, research the architect first.
Operating a large architectural practice with a team of 70+ staff does not mean that the practice does all project types. This also means that many architectural products are clearly not relevant to this practice. For instance, the practice in question does not undertake domestic residential construction projects, and therefore has a large set of materials that they have zero interest in.
A domestic tapware brand is therefore unlikely to metaphorically get in the door, or be given the time of day. However a manufacturer that does commercial and domestic tapware might. In such an instance it is vital that this supplier both understands the architects scope of interest and does not waste their time on the portion of their products that will never meet their needs.
Architects at all scales and in all sectors are incredibly time poor, so make sure you do your homework first.
Construction details on the website
When assessing the viability of a product for a project, a valuable piece of information architects are often looking for is construction details and in particular sectional drawings. You might have some fantastic ‘as installed’ photos and some slick marketing copy, but the fastest way for an architect to fully understand your product is to communicate with them through clear and detailed drawing. This is particularly the case when dealing with products that are partly hidden when installed like panels or battens.
Being upfront about the components in an assembly
Many building products often are part of a larger construction assembly. If you consider a wall cladding system for example it might consist of panels, subframes, membranes and fixings all working together. If your company does not supply the membrane for example, this needs to be made very clear so that it can be selected elsewhere and appropriately specified.
A particular concern is when one material finish joins with another or turns a corner. These circumstances might need a product to use particular additional componentry such as trims that may also not be produced by your company. When speaking with architects and presenting your product information, make sure that the need for additional third-party components is clear.
All testing certificates readily available
Building Surveyors in recent years have become increasingly risk-averse and in some instances more inconsistent with their approach to product certificates. This has led to a rise in instances where a product would be rejected at the 11th hour, just when the design team were expecting to be issued a building permit. This situation is incredibly stressful for the architects that will need to either provide additional proof of compliance, or substitute the product out for another.
Suppliers should ensure that their website contains easily accessible compliance information and certification as well as providing detailed training for their specification representatives in regards to their products compliance.
By leading the way in product compliance transparency, your company will never be the source of permit hold-up stress and may well become the stress free product of choice for the architect.