Transforming The Lives of Architects Since 2016
"The mission of the Architect Marketing Institute is to enable motivated architects to find freedom and fulfillment through exceptional projects and exceptional income."
Eric Bobrow - Chairman
Are you an architect who spent years mastering design but never learned how to market your services effectively? You're not alone.
The Architect Marketing Institute stands as the leading provider of marketing training and AI-powered resources created specifically for architects who want to win better projects.
How it Started
In 2014, ArchiCAD expert Eric Bobrow, marketing strategist Richard Petrie, and architect Enoch Bartlett Sears recognized the critical gap in architectural education and joined forces to create the Architect Marketing Academy. Building on the Academy's success in helping architects achieve significant business growth, they established the Architect Marketing Institute in 2016 to bring these powerful tools and strategies to architects worldwide.
Bridging the Gap Between Design Excellence and Business Success
Our signature frameworks have revolutionized how architects win projects and communicate their value. Today, we're pioneering AI-powered tools that create high-quality marketing content aligned perfectly with your firm—in a fraction of the time it would take manually.
The results speak for themselves. Over 4,300 architects across six continents have transformed their practices using our methods. One UK firm added over $500,000 in extra billings after implementing our strategies. Many others have doubled or tripled their fees while securing more fulfilling projects that showcase their true talents.
We're committed to helping you build a practice that matches your creative ambitions—because your exceptional design deserves exceptional clients, and you deserve a business that brings both freedom and fulfillment.
Our Community in Action
While our online programs deliver proven frameworks, our global events bring architects together worldwide. These gatherings combine practice-building education with valuable networking—creating spaces where members share insights and form lasting relationships.
You're In Good Hands
Meet Eric and Richard, the co-founders of the Architect Marketing Institute. They’re supported by a skilled team that works alongside clients to ensure every aspect of the program delivers value and results.
Eric Bobrow
Architect Marketing Strategist |
Tech Systems Expert | Trusted Advisor
Hi, I’m Eric Bobrow. For over 35 years, I’ve helped architects use smart systems, clear messaging, and digital tools to streamline their businesses and win better projects.
I’ve had the privilege of working with hundreds of firms around the world — from solo practitioners to established studios — helping them implement marketing strategies that actually get results. One UK firm added over $500,000 in extra billings after applying the online strategy we built together. That’s the kind of transformation I aim for.
Before marketing, I spent years helping architects master Archicad and design software, so I know how critical the right tools are — but also how overwhelming they can be without guidance. That’s why I focus on making marketing systematic, teachable, and doable (even for the non-tech crowd).
My Archicad Tutorials YouTube channel
has over 5 million views and 40,000+ subscribers, and it’s where many architects first discover me. I’ve always loved teaching — and whether it’s through video, coaching, or strategy work, I’m here to help you grow with less struggle and more support.
I hold a Computer Science degree from UC Berkeley, and I’ve dedicated my career to empowering architects to market smarter, run leaner, and scale faster — without losing the heart of their design work.
If you’re ready to build a business that matches your talent, I’d love to help.
Richard Petrie
Marketing Coach for Architects |
Creator of the SIX-ai System
Hi, I’m Richard Petrie — founder of the SIX+ai program and marketing coach to hundreds of ambitious architects around the world.
I help small firm architects win higher-value projects, attract better clients, and build a business that supports a great life — not just a busy one. My clients don’t just get more work… they get the right work.
Over the past 12 years, I’ve developed a system used by some of the most respected architects in residential, commercial, and niche design markets. It's built around three core pillars: market, message, and media — and now, AI.
We call it SIX+ai.
It’s a smart, proven method that combines timeless strategy with modern tools. No fluff. No gimmicks. Just real marketing that works for real architects.
You won’t find corporate jargon or pushy tactics here. Just clear thinking, simple tools, and a team that cares deeply about helping you win better projects — on your terms.
If that sounds like your kind of help, stick around. Read the free reports, watch the videos, or book a Game Plan Call.
Let’s make marketing your secret weapon — not your stress point.
Architects Share Their Journeys With AMI
British architect takes action, using a Monkey’s Fist and architect referral marketing
“We've been enrolled [in AMI] since March 10. In just three months … we’ve taken action. First thing was a Monkey's Fist ... and a Needs and Options Review to describe to the customer what the benefits are for them. At a trade show this year, we've got 65 leads. ... Far better than the results we got last year at the same show. In our first edition of a newsletter, we featured an interview with someone who's on our Dirty 30 list ... He’s found work from it, and we're able to refer work to him. Another key part is referral marketing.”
“Financially, we're looking upwards of 50% profit ... It's just where we want to be. It's enabled us to do a lot of things, including come to this great Architect Business Development Summit. We've always wanted to come to New York. Getting our time back has been great. I'm able to manage our time ... I'm booking people in advance. AMI has accelerated our journey … I encourage any of you who have any doubts at the moment ... take action, do it today, do it now.”
James Sizer
SA Architectural Services
Norfolk, England
Raised revenue by 50% in six months
“I started being more consistent in charging for initial consultations, which I now call a Feasibility Study. I already had a low cost initial design package, but I raised the fees on that as well and call it a Preliminary Schematic Design. I admit, it was really scary for me to raise my fees. I was doubting my ability to convince other people that I was worth it. That worry didn't last very long. I began seeing results … within a few weeks. Within just 6 short months, I had raised my revenue for my [architecture firm] about 50%. So I had to get new talents (staff) to help me fulfill my commitments to my clients.”
“It looks like we're going to be raising our [architecture firm] revenue 70%. And the year is only halfway done! I also implemented some automations by using ArchReach - great tool. I also filmed a video on Houzz.com and I started sharing more on social media. I want to thank you ... at AMI... by bringing all of this confidence. “
Jennifer Kretschmer, AIA
J. Kretschmer Architect
Los Gatos, California
75% success rate in signing clients who receive a Shock and Awe Box
Last summer, I finally signed up for the Architect Marketing training. ... I eagerly devoured the 12 marketing lessons. What I learned from the AMI training was completely different than approaches from the earlier PR in marketing companies. My first success was with a potential [client] who couldn't get another architect in town to call him back. Our LCC was to go and look at a piece of property he was considering buying. We charged $400 for the site visit and that turned into a $175,000 fee for his new house - not bad!
We've had about a 75% success rate in signing potential clients who have first received our Shock and Awe Box. ... We also raised our fees as instructed by Richard...and that was actually pretty easy. The area where I'm seeing the most potential growth is with the ArchReach and Circle of Love. ... With custom homes, it could be years as people mull and think about their new house before they finally get started. ... Now, when our monthly Circle of Love emails goes out, there are several potentials who always email me back. I expect when they're ready to build they'll call us first.
Jane Frederick, FAIA - 2020 President of the AIA
Former AMI Mastermind Member, "Hurricane Jane"
Frederick + Frederick Architects
Beaufort, South Carolina
From pigeon-hole to profitable niche
"As an expert [in Universal Design], the outside world, I think, sees me differently … I was called for a quote from a journalist [and] I was able using the tools of the AMA to convert that phone call from a quote into being the prime source for the whole article. Then, the day that the article came out, I got a call from Madison, Wisconsin. It was somebody who was organizing a symposium and wanted to have me there as a speaker.
We got a project recently that's a $400,000 remodel, and then another one last week that's a new winery. I've never done a winery before, but these people were so confident about my process and my structure that I had to offer them, and the questions that I was asking them, that I got both of these projects with just a half-hour phone consultation and a presentation of my system. It's incredibly exciting to have new types of work coming in the door like that."
Erik Mikiten
Mikiten Architecture
Berkeley, California
step up your game
Book a Gameplan Call with our client success team and learn about how to get on the fast track to success with AMI's SIX+ai Program.
When it comes to winning dream projects… you don’t get what you deserve, you get what your marketing deserves. To win better projects, you need a competitive advantage. Book a call to learn about our programs and work out your best options.
Trusted by over 4,300 architects
What do you need help with today?
Free AIA-Approved Architecture Marketing Webinars
Earn 1 LU of Continuing Education / CPD Credit For Each Masterclass
How to STAND OUT, ATTRACT & WIN More Architecture Projects
Learn how Pareto's 80-20 principle can help your architecture firm stand out, win more projects, and save you time.
How to Answer the #1 Project-Winning Question: "WHY SHOULD I HIRE YOU?"
Learn how to use "The Million Dollar Message Map™" to craft your project-winning answer. Lift yourself above the competition and win those dream projects!
The 9 Step Architect Marketing System That Wins Better Projects
Even against competitors with more experience, a bigger portfolio, or better funding. The revolutionary SIX system explained and demonstrated - learn what you've been missing!
More Free Architecture Marketing Resources
Proven Frameworks...
Not "Flash In The Pan"
The Architect Marketing Flowchart is our core framework—a step-by-step guide to help you attract, convert, and keep your ideal clients. It’s the foundational template we use at Architect Marketing Institute—no gimmicks, no guesswork.
Want the details? Download our free Architect Marketing Flowchart to discover how to land better projects and elevate your architectural business.
"Where Do I Promote My Architecture Firm?"
"If I charged a dollar every time somebody asked me 'Where are the best places to promote my architecture firm?' I'd be a much richer man."
Richard Petrie - Co-founder of the Architect Marketing Institute says...
But now, with this resource, you can access the same information for free. Do you want to discover the most effective ways to attract high-paying clients and boost your business? This free guide contains insider tips and tricks from industry experts on where to promote your firm for maximum exposure and success.
Why do we provide so many results-getting resources and tools for free?
Because we believe in paying it forward. If we prove that we can help you get higher fees, by actually helping you get higher fees, then you can use that money to invest in our really powerful programs like SIX. These programs change architect's lives.
"We help ambitious architects find greater freedom through exceptional projects and increased income"
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