Ep 94: Communicating your value: lessons learned from 25 years in marketing
Welcome back to The Built Environment Marketing Show.
This month is the 25th anniversary of podcast host Ayo Abbas starting work in the construction sector so she shares some lessons she's learned about the importance of articulating value that will help you whether you work in-house or elsewhere.
Key takeaways
Why you must understand that clients aren't buying your time
Identify your unique value proposition and share it via real-world examples
Apply the 3-step Value Framework:
The importance of articulating your value clearly to avoid the "race to the bottom"
Why you need to own who you are and stop apologising
About the show
The Built Environment Marketing Show is hosted by marketing consultant and content creator Ayo Abbas from Abbas Marketing. It is a show that is unashamedly about marketing for architects and engineers, as well as bringing forward voices that we don't always get to hear.
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Transcript
Ayo Abbas 00:04
Ayo, hello and welcome to The Built Environment Marketing Show hosted by me, Ayo Abbas, I am a strategic marketing consultant, and I work with built environment firms across the UK and also internationally, a bit as well too. So I hope you had a good break and you're raring to go for 2026 today, this episode is all about value. How can you understand your real value in what is becoming an increasingly competitive market? This topic really matters, because as competition intensifies, you really need to understand and use every advantage you can to win projects at the rates that you deserve. And I think knowing your value goes a long way in actually helping you to do this. So what brought this episode around? Well, it's almost 25 years to the day since I started working in construction marketing, or actually, it was actually construction PR. But anyway, so I worked for an agency in Surrey called CIB, and I started working there in January 2001 so yeah, that does age me slightly, but hey, and I think for me, it kind of just triggered this whole kind of thought, really, I guess in the past few months, I've been repositioning and looking at what value I actually bring. And it really got me to focus on the fact that when someone books time with you or with me, in this case, they're not just buying my time, they're actually buying everything that's gone into making that time valuable. So all my experiences, all my knowledge, all my know how that is actually what they're buying. So yeah, that is what they're actually paying for as well. So you know that 60 minute session is going to include 25 years of my first handed experience, those leadership meetings that I've sat in on with engineering firms, those things I've done with practices, those bids I've done when I've gone out and spoken and done client interviews, when I've written content, when I've worked digitally, all of those things, they all kind of combine. So it means that I understand, I guess, what it's like working with growing practices on their positioning, knowing what it's like working across different sectors. And I guess I remember what it's like being in people's shoes. So actually, I've done a lot of those in house roles. So yeah, I remember what it's like. So yeah, if you're an architect or an engineer, and then you're in client meetings or you're doing a bid, these very same principles apply, but are you actually articulating it in a way that really, I guess, appeals to your target audience? It's a mistake we all make. We end up getting caught up in comparing our rates. What's your day rate, what's your hourly rate, when really that isn't where our true value lies. We're playing the wrong game. Your value is really about articulating what you bring that nobody else can bring in the same way, because it is about drawing upon your real world experiences and examples. Are you a practice leader who isn't getting the industry profile that you deserve? I often hear from practices who do brilliant work but aren't actually getting the visibility they need to get business through the door. Practices that influence the sector aren't necessarily the best at design. They're often better at positioning their expertise and get it seen and valued by those with budgets. I'm Ayo Abbas, and for 25 years, I've helped leading built environment firms build the recognition and authority that their expertise deserves. Drop me a line at ayo@abbasmarketing.com which to set up a call where we can talk about how I can help you get a strategy and plan in place to get you to where you deserve to be. Recently, I did some work with an architecture firm, an amazing mid size practice. They specialise in small inner city sites around London, and their unique value was, I guess, they could see the opportunities. But not only that, not only could they could see them when they would visit a site with somebody, but ultimately, when they would deliver a project, they deliver those properties. Those properties would actually be let faster, and also they'd achieve a higher rental uplift above typical rates for that area. Now, those are two massive things. And what's interesting is that is what, when they were working with somebody, those are the two questions they were always being asked. And it's like, actually, if you bring that to the fore, because that's where your real. true client value is sharing that, bringing that into your case studies. I. And showing that value and that knowledge and that experience, then that makes you be the standout architect for that type of work. So I think that's what we've all got to do, is understand that specific value proposition that we deliver that really, really works for our target audiences, that they really resonate with. And for this firm, we rewrote case studies, we looked at refining their website and their collateral, and also their approach to market based around this, and they're starting to implement that. And I think that's something that we should all be doing. We all need to think about what value have I brought. And for me, that's knowing, you know, in 25 years, what are the things that I guess my clients really value from me and not from anyone else. So here's your challenge. What is the real value that you bring? It's not your job title, it's not your day, right? The actual value your network in a particular sector, the fact that you can spot an opportunity or a way that a building can be designed, you've got a special, you know, technical specialism, for example, maybe you're the best connector and the best relationship builder that's out there, and you can bring teams together that really, really deliver. So you've just got to find those things that make you special and then articulate them. The issue is, if you can't articulate your value, because then you are in that race to the bottom. We talk about that whole thing of where people are just competing on price, being unrealistic, and actually you don't win those projects that you really want to design. So for me, articulating your value is something that we all need to get better at doing and keep doing. Don't forget it. I am quite lucky in that I've worked in this sector for 25 years, but not everyone has. But it doesn't mean that you don't have something to bring to the table, even if you've only been in the sector for a short time, we've all got something special about us. And I think it's just a question of asking ourselves the questions you know, have you worked across a number of sectors? You know, are you client side? And have you done both, say, client side and consultant roles? You understand both sides of the coin. Have you been for a major rebrand? Have you dealt with a major crisis or pivot? All of those things help to build you and your credibility and how you add value. So don't forget them. And in terms of value, there is a key framework that you can use. There's three areas where your value really has to sit within. So it's expertise, those technical knowledge and design skills and other skills that you bring to the table. You know, they're the things that you have that are there, and they can be learned through books and courses, but you're someone who chips away at those things. The next part of this framework, the value frame of it, is your experience, those real situations you've had to navigate, you've had to get those projects delivered no matter what. You've had to overcome those challenges. You've had to learn from your mistakes and sort of lick your wounds. That is enormous. All of that experience has been earned. And finally, your network. Networks are so valuable, those relationships, those connections, you can open doors, and yes, you've built them over time, and yes, they are hugely valuable. So never forget that. So yeah, the value framework really consists of three areas. So that's expertise, your experience and your network. And if you want to delve a bit deeper, here are some questions you can ask yourself, what do you bring that a junior doesn't or a training course can't replicate? What patterns can you spot that others will miss? What doors can you open through your relationships? What mistakes can you help clients avoid? How do you articulate why working with you is different? What can be tweaked, what can be improved? And really, once you kind of get to the nub of this, and you stop apologizing for your rates, you start competing on price, you start to own who you are. It's so much more attractive to clients when you know the value that you bring, and you can really articulate it. And anyway, clients will respect you more. That can't be a bad thing. So anyway, this first episode back is all about value, and you really kind of digging deep into the real value that you bring. Have you figured it out yet? Anyway, you can drop me a line. You can on LinkedIn, I'm always there, that's for sure. Or you can drop me an email at Ayo at Abbas marketing.com and yeah, if you're struggling with your value proposition and where you really, really bring value, do drop me a line. And yeah, I do offer services around this. Sometimes it can be really hard to figure it out on your own, so do drop me a line. Thank you so much for listening. See you next time. Thanks so much for listening to The Built Environment Marketing Show. Don't forget to check out the show notes, which will have useful links and resources connected to this episode. You can find that on Abbas marketing.com and of course, if you like the show, please do. Share it with others on social as it helps more people to find us see you soon you.
