Growthitect

#38: In this episode, I sit down with Mark R. LePage, Founder of EntreArchitect, to tackle one of the most common questions architects ask: Should I spend money on marketing or just focus on organic growth?

Mark argues that before you ever think about ads or paid strategies, you need to build a better brand because most firms don’t actually have a marketing problem, they have a clarity problem. We unpack how to define your brand, find your ideal client, and establish the systems that make every dollar (and hour) you spend on marketing count.

Mark also shares lessons from decades of helping architects build better businesses, why shortcuts never work, how branding attracts the right clients and repels the wrong ones, and why strong systems are the real key to breaking the feast-or-famine cycle.

Learn more about EntreArchitect: https://entrearchitect.com/
Follow Mark on LinkedIn: https://www.linkedin.com/in/markrlepage/
Work with Tyler: Send the word “Grow” to hello@growthitect.com 

⸻

(00:34) Why the answer isn’t paid vs organic—it’s brand first
(01:12) How Mark went from running a firm to building a global community of 9,000+ architects
(05:25) The fundamentals architects were never taught in school
(06:40) The step before marketing: defining your brand, your difference, and your ideal client
(08:50) Why most architects look for shortcuts—and why they don’t exist
(09:40) How “accidental” marketing success happens when your foundation is strong
(10:50) The hidden power of branding: who it attracts and who it repels
(12:40) Why paid ads are accelerants, not starters
(14:20) The simple test: if it doesn’t work organically, it won’t work paid
(15:50) How to use content as a low-cost marketing lab
(16:10) The missing system in most firms: sales
(17:30) The follow-up problem—why most proposals die in silence
(18:45) The four systems every thriving firm needs: Attraction, Conversion, Delivery, and Nurture
(20:00) Why one weak link can stall your growth
(21:55) Key brand-building questions: Who’s your ideal client? What’s your story? What makes you different?
(23:10) Why you should write your story—but validate your differentiator with clients
(26:20) How to balance time vs money in your marketing strategy
(27:45) The KPIs that matter: win rate, lead source attribution, and project profitability
(31:00) How to track where your best clients really come from
(34:15) Why “I don’t have time” is the wrong excuse—and how to fix it
(35:30) The compounding return of building brand foundations early
(36:45) Inside the new EntreArchitect Academy: business fundamentals every architect needs

—---

AISC RESOURCES

→ Learn about sustainable steel: http://aisc.org/sustainable 

→ Get your Sustainability Toolkit: http://aisc.org/buildgreen 

GROWTHITECT RESOURCES

→ Apply to join The Studio - https://growthitect.com/studio 

→ Join thousands of architects on the free Growthitect newsletter - https://growthitect.com/join 

STAY CONNECTED

→ Follow on LinkedIn: https://www.linkedin.com/in/tylersuomala/ 

→ Follow on Instagram: https://www.instagram.com/growthitect_com 

→ Subscribe on YouTube: https://www.youtube.com/@growthitect