Architectural Services and Social Media: A Reality Check

By Saleem Mubarak

Social media has turned design into a discount business — where skill takes a backseat to clicks and unlicensed amateurs blur the lines between art and algorithm.

This concern was voiced by Jeffrey Lees, an architect based in Baltimore, MD, and Corolla, North Carolina, with more than four decades of experience, during a conversation with NYC Empires. He shared his reservations about the shift in business dynamics driven by social media platforms.

Impact of Digital Platforms on Client Behavior

He noted that these digital spaces are changing how clients find professionals–but in doing so, they are also inadvertently devaluing specialized architectural services and creating an uneven playing field.

Lees pointed out what he calls “classical social media sites” like Angie’s, Thumbtack, and Bark. These sites, he explained, spend heavily to secure top placements in Google searches, effectively routing potential clients away from individual firms.

“People just aren’t interested in clicking through to find individual or specific firms or taking the time to research,” he said. Instead, they are drawn to these listing websites, often without checking whether the service provider is truly the best fit for their specific needs.

Rise of Unlicensed Practitioners in Architecture

A major problem stemming from these platforms, according to Jeffrey, is the ease with which unlicensed individuals can pose as architects. He said, “Architects are listed on these sites, but not all the people listed as architects are actually architects. There are many, let’s say, designers or draftsmen who list themselves on those sites, but they’re not licensed.”

This leads to a price war, as these unlicensed practitioners often sell their services for “much less than a licensed architect would.”
Lees sees this trend as the “commoditization of architectural services through social media sites.”

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Architectural Services and Social Media: A New Reality

When asked about the effectiveness of traditional marketing like brochures and billboards, he categorically stated that they are not effective.

He noted that his current client base often goes online and finds him by looking for specific expertise, or by using search queries like “work on older and historic structures” or in specific geographic regions like the Outer Banks of North Carolina.

Lees, a sole proprietor, explained his limited engagement with the digital world simply: “There’s no time.” Between managing clients, executing work, billing, and all other administrative tasks, he finds little room for online marketing.

Competing with Larger Firms in the Digital Age

He also discussed the challenges small businesses face when competing with larger firms digitally. He acknowledged that greater exposure is available to those who can “pay more” but emphasized the importance of selective spending.

He believes he can still compete by focusing on clients who specifically want his “type of services” and value a “more personal and individualized relationship.”

For Lees, attracting clients who have visited his website and understand his capabilities is far more valuable than spending large amounts for general exposure.

When asked if his services are better than his competitors’, Lees offered a sincere and humble reply: “I don’t know if it’s better. I think it’s personalized. It would not be fair for me to say it’s better.

“I think I do some things better. Maybe I don’t do other things as well.”

He added that he feels he has done his job properly when he works with a client to develop a buildable design that aligns with the client’s budget.

Author Profile

Saleem Mubarak: The writer is a real estate journalist specializing in all types of New York City properties, including luxury residences, commercial spaces, and homes.

He also writes humorous articles about real estate, investors, and realtors.