How Architects Select Building Products: The Process Behind the Design

 

How Architects Select Building Products: The Process Behind the Design

When you walk into a thoughtfully designed building—whether it’s a modern school, a sleek office tower, or a beautifully updated historic home—you’re witnessing the outcome of countless decisions. Among the most critical? The selection of building products. For architects, this process is far more than picking materials off a shelf. It’s a complex, multi-faceted approach that balances design vision, client needs, technical requirements, sustainability, and budget.

Understanding how architects select building products reveals key opportunities for manufacturers, marketers, and even clients to support better, smarter design outcomes. Here’s how it works.

Design Intent Comes First

 

Every project begins with a concept—the architect’s vision for how a space should feel, function, and perform. This vision shapes every decision, including what materials and products are used.

“Architects are driven by design intent,” says Emmie Tyson, AIA. “That means aesthetics, yes—but also performance, durability, and how products contribute to the experience of a space.”

For instance, if an architect is designing a LEED-certified school, sustainability and indoor air quality are top priorities. If they’re restoring a historic courthouse, they may prioritize authenticity, color matching, and texture.

Performance and Compliance

 

Aesthetics matter, but they don’t outweigh performance. Building codes, structural demands, energy efficiency standards, and client requirements all come into play.

Architects rely on detailed technical specifications when evaluating building products. Fire resistance, acoustics, thermal performance, impact ratings—these aren’t just nice to have; they’re required. Manufacturers who can clearly communicate technical data, product certifications, and code compliance have an edge.

“Specifiers are looking for products that check the boxes in multiple categories,” says Blair Evans. “And they need documentation to back it up.”

Product Familiarity and Trust

 

While design innovation is exciting, many architects favor tried-and-true products they’ve successfully used before. Relationships matter here—between architects, manufacturers, and reps.

Brand familiarity, good past performance, and reliable support can heavily influence what gets specified. If a rep has delivered responsive service, samples on time, and useful product knowledge, they’re more likely to be called again.

This is why brand storytelling and relationship marketing are vital—and where experienced agencies like Draper DNA make a real impact.

Draper DNA, a marketing agency specializing in the building products industry, understands how to build long-term relationships between brands and specifiers. Through meaningful content, powerful case studies, and targeted campaigns, they help manufacturers stay top of mind—right where decisions are made.

Sustainability and ESG Goals

 

Sustainability isn’t just a trend—it’s increasingly becoming a mandate. Architects today are under pressure to meet client expectations around carbon footprint, lifecycle impacts, and environmental certifications.

According to the American Institute of Architects’ 2030 Commitment, signatory firms are pledging to make all new buildings carbon-neutral by 2030. That puts the spotlight on low-carbon materials, renewable content, recyclability, and environmental product declarations (EPDs).

To win specifications, products must demonstrate how they support green building goals. Transparency is key: architects are looking for EPDs, HPDs (Health Product Declarations), and third-party verifications.

Visual Tools and Digital Resources

 

In an increasingly digital workflow, architects lean on tools like Revit, SketchUp, and AutoCAD to streamline design and product integration. Building product manufacturers that offer downloadable BIM content are more likely to be considered early in the design phase. ARCAT is personal favorite and former client.

Visual product configurators, 3D models, and augmented reality apps are also growing in popularity. These tools allow architects to experiment with finishes, see how products will look in context, and make faster, more confident decisions.

Here again, smart digital marketing matters. Agencies like Draper DNA can help manufacturers create high-impact, design-forward tools that integrate seamlessly into the architect’s workflow—making it easier to say “yes” to your product.

Project Constraints and Client Input

 

No matter how perfect a product may seem, if it doesn’t meet the project’s budget or timeline, it’s out. Architects must constantly weigh ideal solutions against practical ones.

Lead times, availability, and cost can make or break a specification. Manufacturers who are upfront about production timelines and offer flexible options (such as value-engineered alternatives) build trust—and increase the odds of selection.

Likewise, the client’s preferences can sway decisions. An architect may recommend one solution, but if the client has a preferred vendor or a strong opinion, that input has to be factored in. Understanding these dynamics helps marketers position their products more effectively.

Specification and Substitution

 

Once a product is selected, it gets listed in the project’s specification document—an essential part of the construction contract. This is the goal line for every manufacturer trying to win over an architect.

However, the game isn’t over. Contractors can propose substitutions based on availability, cost, or preference. That’s why building strong relationships and maintaining performance data and warranties are crucial for holding your spec.

Why Marketing to Architects is Unique

 

Architects don’t want a hard sell—they want inspiration, education, and support. They appreciate content that helps them solve problems and imagine new possibilities. That’s why content marketing, especially when crafted by an agency that knows the space, is so powerful.

Draper DNA stands out as a marketing agency because they don’t just understand the AEC industry—they live it. With decades of experience connecting building product brands with architects, designers, and contractors, Draper DNA blends creativity with strategy to build trust, drive engagement, and win specifications.

Whether it’s creating high-performance digital tools, storytelling through project case studies, or crafting campaigns that speak the architect’s language, Draper DNA helps brands become the product of choice.

Final Thoughts

 

The process of selecting building products is nuanced, rigorous, and highly influential in a project’s success. For manufacturers and marketers, understanding this journey—and supporting it with the right tools, data, and brand presence—can mean the difference between being an option and being the standard.

When done well, marketing becomes more than promotion—it becomes partnership. And that’s exactly the approach Draper DNA champions every day.

Sources:

 

• American Institute of Architects (AIA) – www.aia.org
• Construction Specifier Magazine – www.constructionspecifier.com
• AIA 2030 Commitment – architecture2030.org