Principals Panel Analyzes Current Industry Trends

18 September 2008


The Society for Marketing Professional Services, Virginia Chapter hosted a Principals Panel on September 9th in Williamsburg featuring local firm leaders in the architectural, engineering and construction (AEC) industries. The panel focused on current trends and issues in marketing the built environment addressing the state of the economy, green design, BIM (Building Information Modeling) technologies and future leaders.

The panelists included: Carrie Langelotti with Austin Brockenbrough & Associates; Mark Hourigan with Hourigan Construction; John Maddux with Rodriguez Ripley Maddux Motley Architects (RRMM); and Nico De León with NXL.

Marketing within the AEC industry was the topic at the forefront and kicked off the panel session.

“A consistent brand message is one of the most important things that our marketing staff provides,” said Mark Hourigan of Hourigan Construction. “Everyone is a business developer, therefore it’s essential to empower and support your staff.”

Mark’s approach was shared by the rest of the panel who agreed that consistency was a crucial aspect in marketing services.

“Independent thinking and flexibility are important,” said Carrie Langelotti of Austin Brockenbrough & Associates. “The marketing staff is the front line of our firm.”

Discussions shifted to the importance of green design in today’s built environment and why it is more than just a trend.

“Clients are beginning to learn the benefits of green design,” said John Maddux of RRMM. “If we’re going to sell it, we have to live it. With current economic conditions, the younger generations are pushing it – if we don’t embrace it, it’s a huge mistake, period.”

The implementation of BIM was a hot topic that prompted panelists to analyze the reality of its importance.

“The question is, how you coordinate this process, especially using the Design/Build delivery method,” said Hourigan.
Training costs was the biggest issue surrounding BIM along with how current systems, such as Bentley and Microstation, need to communicate in order for firm’s to incorporate and adopt new technology.

The session closed out with panelists responding to how firms should mentor and prepare future leaders. “You have to start early to encourage kids to pursue technical careers,” said Nico de León of NXL. “Be proactive visionaries and lead the way.”