Why Architects Need to Stop Competing on Price
How undercharging damages your reputation, weakens client trust, and holds your practice back, plus what to do instead.
Last year, Emma, an ambitious architect, took on her biggest project yet. To secure the job, she slashed her fee by almost 30%. At first, it felt like a win, until tighter margins forced her to lay off a trusted designer, project deadlines slipped, and her client, frustrated by the slow progress and compromises, left a negative review online.
Emma’s reputation, and her bottom line, took months to recover. Was it really worth being the cheapest?
Key Takeaways
Competing on price can harm your reputation, bottom line, and even the future of the architecture profession.
Most clients want great design and trust; price is only part of their decision.
Demonstrating your true value builds loyalty, attracts better clients, and helps you charge what you’re worth.
The Downward Spiral of Undercutting
When firms cut their fees just to win projects, it starts a chain reaction. Reduced profits shrink your ability to pay staff, consult with experts, or invest in innovative solutions. Rushed, overextended teams become the norm. Emma’s experience is not unique:
After her fee cuts, she was forced to lay off a designer, missed important deadlines, and struggled to deliver quality. The outcome? Poor client feedback and fewer referrals, proving that low fees can cost you far more than you ever save.
For insight into this damaging cycle, see Why Architectural Firms Should Never, Ever Compete on Price.
Clients Who Choose the Cheapest - A Cautionary Tale
It’s not just architects who suffer. The Smiths, an excited young couple, chose the lowest-bidding architect for their dream home. The promise of savings vanished in months: delays, mounting errors, and dozens of unexpected “extras” pushed the final cost over budget. The Smiths later admitted, “The initial cheap price was no bargain. We wish we’d picked the architect who understood our needs.”
The truth? Short-term savings often mean long-term regret.
Misguided Expectations, and What Really Matters
Many clients believe all architects are alike and shop for price, overlooking experience and creativity. But real project success comes from expertise, attention to detail, and open communication.
When you clearly show how your process prevents costly mistakes and delivers results, price naturally becomes less important.
When Low Fees Backfire: What You Risk
The most common consequences of underpricing include:
Layoffs and overworked teams
Missed deadlines and rework.
Frustrated clients who spread bad reviews
Hard-to-recover finances and low morale.
For more examples, read Why Architects Don't Charge Enough | 2005-08-01.
Checklist: How to Demonstrate Value
There’s more to standing out as an architect than simply talking about your design skills or sharing photos of finished projects. Clients want to see clear, practical evidence of the value you bring, before, during, and after the build. That’s why we’ve put together a focused checklist to help you showcase your strengths in ways that matter most: from leveraging testimonials and demystifying your process, to being open about where your fees go and how your advice saves clients money. Want to make meaningful conversations about value second nature, and leave price competition in the dust? Download our free infographic now and start turning every meeting into an opportunity to shine as a trusted, in-demand professional.
Click here to get your downloadable “7 Ways to Demonstrate Your Value as an Architect” checklist!
Moving Forward: Real Action Steps
If you want to end the price war, take action today:
Schedule a client Q&A night, workshop, or write a simple educational guide about your process.
Develop a value proposition you can recite clearly and use in every new proposal.
Refuse to discount your worth, if a client insists on the lowest price, show them stories like Emma’s and the Smiths.’
Focus on trust, communicate constantly and welcome client questions.
A Stronger Profession Starts With You
Price-cutting offers short-term work, but at a real cost: lost reputation, reduced quality, and a weaker industry for all. What are your fees really saying about your work and your future?
Will you help change the profession, starting with your next proposal?
🚀 Special Invitation: Architect’s Profit Accelerator Course
Are you ready to escape constant fee pressure and finally run a profitable, respected practice?
The Architect’s Profit Accelerator (launching 14th July) gives you the exact systems, scripts, and tactics to get paid what you’re worth, without more hours, free work, or burnout.
🚨 Act Fast – Limited Early Bird Bonus!
The first 50 architects get £200 off, pay just £97 (normally £297). Use code APALAUNCH97 at checkout.
What You’ll Learn:
Set your fees with confidence and authority.
Attract clients who respect your value, not just your price.
Protect yourself from scope creep and “free advice” with proven scripts.
Grow your business without sacrificing your health or happiness.
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Spaces are limited and WILL sell out.
Thought-Provoking FAQs
How does lowering your fees really affect your career, and your clients?
Low fees put you on a treadmill of overwork and lesser quality, ultimately making even your happiest clients second-guess their decision.
What do smart clients look for, beyond cost?
They want reliability, creativity, and the peace of mind that comes from hiring a trusted advisor, not just a cheap provider.
How do I help clients understand what makes me different?
Tell real stories, show past wins, and break down the process. Bring value to the table before you ever mention the price.
Be bold. Stop the race to the bottom. Your expertise is too valuable to give away.
