How Do Architects Get Clients? [2025 Industry Metrics Report]
Our research team analyzed industry surveys and marketing data from 2024 to 2025 , combined with AIA firm reports and marketing benchmarks, to measure how U.S. architecture firms acquire new clients across different channels.
We calculated % share of new clients as leads converted to projects from each channel ÷ total new clients, then compared cost efficiency and conversion rates. To ensure accuracy, results are weighted across firm sizes and project types. Larger firms with institutional work carry proportionally more influence in competitive pursuit percentages, while smaller residential practices weight referral channels more heavily. This approach provides both industry-wide insights and segment context, showing where relationship-building, digital presence, or formal procurement processes drive client acquisition most effectively.
Client Acquisition Channel Breakdown for Architecture Firms (2025)
The table below highlights the percentage of new clients acquired through each major channel across U.S. architecture practices. Alongside the numbers, we've added explanations to show why certain channels dominate or underperform, so readers can see both the raw metrics and the underlying business drivers.
| Channel | % of New Clients (2025) | Trend vs. 2020 | Key Insights |
|---|---|---|---|
| Referrals & Word-of-Mouth | 70% | Stable | Trust-based industry where reputation drives business; existing clients and professional networks remain primary source |
| Competitions & RFPs | 15-20% | +2% | Essential for public/institutional work; higher for large firms, minimal for residential practices |
| SEO / Website Inquiries | 10-15% | +8% | Rising as clients research online first; younger demographics driving growth in organic search |
| Networking & Events | 5-10% | -3% | Still valuable but declining post-COVID; quality over quantity in professional connections |
| Social Media | ~5% | +4% | Growing slowly; Instagram for portfolios, LinkedIn for B2B networking; indirect lead generation |
| Paid Advertising | <5% | -2% | High cost, low conversion; most firms avoid due to budget constraints and poor ROI |
Industry Takeaway: Architecture remains a relationship-driven business, with 70%+ of clients coming through referrals, but digital channels are steadily gaining ground as client research behavior evolves.
Cost Per Lead and Conversion Rates by Marketing Channel (2025)
Understanding not just volume but efficiency helps firms allocate marketing budgets effectively. The analysis below shows both the cost to generate each lead and the likelihood of converting that lead to a paying project.
| Channel | Average Cost Per Lead | Conversion Rate | Effective Cost Per Client | ROI Assessment |
|---|---|---|---|---|
| Referrals | ~$0 | 50%+ | ~$0 | Excellent - Zero marketing cost, highest close rate |
| SEO/Organic | $150-300 | 5-15% | $1,000-6,000 | Good - Moderate cost, sustained traffic over time |
| Networking | $100-400 | 10-25% | $400-4,000 | Variable - Depends on event quality and follow-up |
| Competitions/RFPs | $2,000-5,000* | 25-30% | $7,000-20,000 | Necessary - High cost but required for large projects |
| Social Media | $200-500 | 3-8% | $2,500-16,700 | Emerging - Long-term brand building, indirect benefits |
| Paid Ads | $280+ | 2-10% | $2,800-14,000 | Poor - Highest cost, lowest conversion for most firms |
*RFP cost represents pursuit cost (staff time) per proposal, not per lead
Efficiency Takeaway: Referrals deliver unmatched ROI, while organic channels provide the best balance of cost and scalability. Paid advertising remains the least efficient channel for most architecture firms.
Project Size and Client Value by Acquisition Channel (2025)
Not all channels deliver equal project value. This breakdown shows which sources tend to generate larger, more profitable engagements versus smaller or one-time projects.
| Channel | Average Project Value | Client Relationship Type | Repeat Business Rate |
|---|---|---|---|
| Referrals | High ($50K-500K+) | Long-term, trusted | 60-80% |
| Competitions/RFPs | Very High ($100K-2M+) | Project-specific | 40-60% |
| Networking | High ($40K-300K+) | Relationship-based | 50-70% |
| SEO/Organic | Medium ($15K-100K) | Research-driven | 30-50% |
| Social Media | Medium ($20K-150K) | Brand-attracted | 25-45% |
| Paid Ads | Low-Medium ($5K-75K) | Price-shopping | 15-30% |
Value Takeaway: Referral and networking-sourced clients not only close at higher rates but also bring larger projects and greater lifetime value through repeat business.
Key Marketing Trends Reshaping Architecture Firms in 2025
Several significant shifts are changing how architecture firms approach client development, driven by technology adoption and evolving client research behavior.
1. AI and Automation Integration
Current adoption: Only 6-8% of firms regularly use AI tools
Growth trajectory: 46% have tried AI tools, 24% planning adoption
Primary applications: Proposal automation, site analysis, customized marketing content
Impact: Firms using AI report 30-40% time savings on routine marketing tasks
2. Digital-First Client Discovery
Search behavior: 38% of homeowners now research architects online first
Investment shift: Firms reallocating budgets from print to SEO/content marketing
Competitive factor: Strong Google rankings becoming "essential" for visibility
Results: Top-ranking firms report 25-40% increase in qualified inquiries
3. Decline of Traditional Marketing
Print advertising: Near-bottom in adoption rankings for architecture firms
Trade shows: General exhibits yielding fewer leads; targeted networking preferred
Budget reallocation: Resources moving from broad outreach to relationship-focused activities
ROI reality: Traditional channels show minimal client generation for most practices
Trend Takeaway: 2025 marks a clear inflection point where digital presence and relationship technology are becoming competitive necessities, while traditional outbound marketing continues its decline.
For a complete copy of our Architecture Firm Marketing Benchmark Report, including regional breakdowns and firm-size analysis, please contact us here.
