About
COLUMN
10.
CASE STUDY
Value You Can Feel: How The Primestone Group’s Core Values Shape the Client Experience
11.
CASE STUDY
When Values Impart Value: How Culture Creates a Competitive Edge at Lowe Engineers
Share:
Share:
By Sabrina Bauer
FEATURE
Marketers in the A/E/C industry are often responsible for managing conference participation and event registrations for the technical professionals in their firms. Ensuring a smooth experience for your colleagues when they actively engage with your firm's markets is a critical role that requires strong organizational skills. There is also significant career-advancing potential for marketers who take an active role in these events alongside your technical team members. By joining in and learning first-hand about a specific market, you can forge stronger connections, create more impactful content, drive better business decisions, and truly set your firm apart in a competitive landscape.
The ability to be an influential market-connected marketer comes from building your networking skills and market knowledge through the four avenues described below.
First Step - Participate in A/E/C Trade Organizations
If you want to set yourself and your firm apart, my first recommendation to marketers is to engage actively in A/E/C trade organizations. Early in my career, I began attending events hosted by NAIOP Massachusetts and the Urban Land Institute (ULI) of Boston/New England. Initially, some topics were beyond my grasp, but gradually, I built an understanding of the built environment and, with it, my confidence. I joined committees and developed a network, eventually feeling comfortable reaching out to industry peers to discuss strategic teaming opportunities. I began contributing market insights during go/no-go discussions, and now, with nearly 15 years of market involvement, I genuinely feel I have a seat at the table during business decision-making. There are numerous A/E/C trade organizations, but the ones I have seen most significantly impacted marketers' careers include NAIOP, ULI, ACEC (American Council of Engineering Companies), WTS International, EBC (Environmental Business Council), and SCUP (Society for College and University Planning).
Deepen Your Involvement with Your Community
Beyond professional organizations, you can become more informed by getting involved in your community initiatives. Join your local Chamber of Commerce, attend Town Meetings, or become a member of various groups such as the local conservation commission or school committee. Before having children, I was not very involved in the local community and did not realize the significant benefits it offers. Now that I am actively engaged, I have gained valuable insights into various projects and a deeper appreciation for the role our technical team members play in the community. This involvement has also enhanced my communication with technical team members, as I have a better understanding of how they engage with the public and present at town meetings. This broader perspective has greatly enriched my personal life and professional interactions and contributions.
This broader perspective has greatly enriched my personal life and professional interactions and contributions.”
Stay Informed
In addition to joining events and local committees, one of the simplest and most effective methods is subscribing to news publications that cover the areas where your company operates. For instance, I subscribe to the Boston Globe and New York Times. These sources sometimes provide crucial information, such as the availability of development sites or the release of requests for proposals (RFPs), which can directly affect our business. They also cover related market news, like the new City Mayor's regulatory priorities or anticipated changes in interest rates. By staying informed about these trends, I gain a comprehensive understanding of our market, enabling me to make more informed and strategic decisions at work. It's also beneficial to read A/E/C trade publications, such as the New England Real Estate Journal, the Mid-Atlantic Real Estate Journal, and High Profile. While their news coverage often provides a retrospective look at projects, they can help you understand competition and client priorities better.
Brokerage firms like Colliers International and Newmark regularly publish insightful reports on market conditions and industry trends. Incorporating highlights into your company's marketing materials or qualifications can distinguish your firm by demonstrating that you not only offer the necessary services to execute a project but also utilize data and analytics to inform your decisions and generate innovative solutions. This approach showcases your firm's commitment to delivering informed, strategic, and forward-thinking results for your clients.
Build Your Technical Knowledge
Lastly, become actively involved in your workplace. Are you overlooking invitations to Lunch & Learns focused on technical skills? Although these sessions may not seem directly relevant to your daily tasks, they can provide valuable insight into the technical team's perspective and help you build stronger relationships with your colleagues. Engaging in these opportunities fosters a more collaborative work environment and enhances your understanding of different roles within the company. This deeper connection can lead to more effective communication and teamwork, ultimately benefiting your overall professional development.
Today is the perfect day to start setting yourself apart. Increasing your involvement and knowledge of the A/E/C industry will position you as a vital, proactive colleague who can not only manage events, develop proposals, and draft social media—but also significantly contribute to your organization's overall strategy, prominence, and success.
Sabrina is a Regional Marketing Manager at VHB, supporting the New England Region as a Real Estate & Institutions subject matter expert. She holds a B.S. in Marketing and an M.A. in Communications & Public Relations. Sabrina enjoys networking within the A/E/C industry and is a long-time member of SMPS Boston, where she was the Director of Communications from 2019 to 2021. She was recently elected to the Emerging Leaders Board for Raising a Reader Massachusetts and is also involved with NAIOP, CoreNet, MassEcon, PWC, and ULI.
Connect on Linkedin