How should building product manufacturer references be presented in order to appeal to architects?
References are among the most visited sections on manufacturer websites. Architects use them as a source of inspiration for their own projects and as a guide to a company's architectural expertise. However, there is often a significant gap between the effort involved and the benefits gained. Those who understand references as a strategic tool and prepare them systematically will unlock one of the most relevant communication tools in the commercial real estate business.
The first click is decisive
When architects visit a manufacturer's website they are unfamiliar with, their first click is almost always the same: they navigate to the references. Within seconds, they decide whether they perceive the company as a competent partner or scroll on.
"We rarely start with a concrete image, but a good reference gives us a clear idea," says Anni Rosenberg from brandherm + krumrey interior architecture, a member of our architecture advisory board, describing her approach.
This assessment is consistent with our experience from our projects: References are one of the most important and productive tools for communication in the commercial real estate business. At the same time, we regularly see companies fail in this area. Not because of a lack of will, but because misunderstandings prevent success.
No more misunderstandings
Myth 1: Only well-known projects are convincing
The most common misconception: References must be spectacular and widely known. Prestigious projects such as the Burj Khalifa or a luxury hotel are often on the wish list of sales teams in particular. But architects are more interested in a well-designed elementary school than in superlatives.
What matters is not how well-known a building is, but its architectural quality and how well it solves specific planning challenges. Innovative educational architecture with sustainable solutions is more convincing to planning target groups than just a prominent address.
Myth 2: Size equals relevance
The size of the project is also secondary. Architects seek inspiration and technical solutions, not just the Elbphilharmonie or the latest shopping center. A well-thought-out detailed solution in a 50-square-meter project can be more valuable than superficial representations of large buildings. The "Kleine Bleibe" vacation home by Fröhlich Gaßner Architects made it onto the shortlist for the prestigious BDA Architecture Award – a clearer signal of quality than any prominent large-scale building.
Myth 3: The product must be visible
The most common misconception: Only visible products are suitable for references. Wrong. Technical or construction products in particular – from underlayment to tile adhesive – benefit from professional reference communication. It is important that the building product manufacturer conveys that and how it has contributed to the quality and durability of the project.
What architects are really looking for
The expectations of the target group can be divided into three core needs:
Inspiration before information
"We need references that show impact. In space, in light, in detail," says Anni Rosenberg, explaining her requirements for manufacturer references. Architects use references as a visual research pool for their own projects. They collect ideas on Pinterest boards, save posts on Instagram, and scour website galleries in search of the perfect detail.
For manufacturers, this means that references must go beyond mere product presentation. They open doors to the inspirational world of designers, and this often happens at the boundary between work and leisure. Your own product does not have to be visible in every photo.
Proof of concept: Validation by colleagues
Architects work on a project basis and bear a high level of responsibility. Before installing a product, they seek rational reassurance: Have colleagues already used it successfully?
References provide confirmation of this. They show that other planners have already placed their trust in the manufacturer and its products. Particularly important: should the product be visible when installed?
Identification: Architectural expertise as a basis for trust
"It's not just about design, but about identification," sums up Claudia Radinger from studio applaus. The most critical point: As a manufacturer, can you distinguish good architecture from bad? This question determines whether you will be trusted or rejected. Architects want to work with partners who speak their language or at least understand their requirements.
From chance discovery to strategy
The biggest hurdle is not the preparation of individual references, but the lack of a system. "Moving away from case-by-case decisions toward clear criteria and processes—that's a big lever for you," says Katarina Wicht, our expert on reference processes, summarizing the central problem.
In practice, this means:
Where do references come from? Sometimes the sales department reports a project, sometimes the marketing department stumbles across a photo in a trade magazine. Who decides how to prepare them? Different people, depending on availability. What is the available budget? This is decided on a case-by-case basis.
The eight key questions
Successful reference communication begins with strategic clarity. Eight questions have proven to be central to our projects:
- What are the objectives of reference communication?
- Through which channels should references be communicated?
- How can references be used for further content?
- Which target groups are we primarily addressing?
- How does the interaction between marketing and sales work?
- Which types of properties are the focus?
- What empirical values should be included?
- How important are references in the marketing budget?
These questions should be answered jointly by marketing and sales. Only then can the maximum be achieved from each individual reference.
The reference workflow in practice
A functioning reference process stands or falls with systematic project identification. This is where most companies fail.
Three proven identification strategies
🔍 Newsletter screening: Subscribe to editorial offerings from the architecture sector (Baunetz, Detail, architektur.aktuell) and systematically scan for projects featuring your products. This method regularly uncovers references that were not yet known internally.
☑ CRM integration: Define clear criteria for projects that are likely to generate referrals and implement a simple checkbox in the CRM. This allows sales and internal staff to immediately mark potential referrals.
📣 Multiplier network: Build relationships with architectural photographers who will inform you about new projects. Professional photographers often have lists of manufacturer contacts and check whose products are being used during appointments.
The professional reference request
🤝 Contact the architectural firm before the photographer: Even though the copyright always remains with the photographer, the first contact should be made with the planning office. This shows appreciation and opens doors for further cooperation.
🖤 Prefer smaller offices: Established large offices receive daily reference requests. Smaller offices are often more open and appreciate the reach that manufacturers can offer.
📝 Standardize usage rights: Develop templates for usage agreements. This reduces complexity and prevents confusion years later about which images you are permitted to use for what purposes.
🎨 Form creative partnerships: Give photographers leeway instead of detailed briefings. "Only in sunshine, four overview shots from a diagonal perspective" leads to interchangeable results. Storytelling requires flexibility.
Partnerships as a factor for success
Cooperation in reference preparation creates win-win situations for all project participants.
Joint photo shoots
Share costs and effort with architectural firms or other manufacturers. This enables more complex productions. Everyone can contribute specific requirements without having to bear the entire budget.
Celebrating awards and achievements together
Support architecture firms in submitting outstanding projects for architecture awards. This rarely used strategy has enormous potential: by financing professional documentation or joint success communication, you can turn references into long-term partnerships and multiply your reach.
Show appreciation for everyone
Always name all project participants in reference reports: architects, photographers, specialist planners. This appreciation opens doors for future collaborations.
More than just a website theme
The classic reference report on the website is just the beginning. Those who use references strategically develop different formats and applications.
The perfect reference report
Successful reference reports create different reading levels:
- Large images for visual inspiration
- Short text modules for quick information
- Detailed photos for technical insights
- Quotes from project participants for authenticity
- Profile with all relevant data
Important: Tell the story of the project, not just that of your product. What challenges had to be overcome? What special requirements were there? How do your products contribute to the architectural quality? Ask the relevant architectural firms for details.
Secondary use maximizes benefits
Data from our architecture newsletter for Gira shows that references perform significantly better than all other newsletter content. You should take advantage of this interest:
- Newsletter: Present individual references in detail or bundle several projects into a themed newsletter.
- Social media: Collect individual project images for Pinterest boards (early planning phase), detailed project descriptions with technical details for LinkedIn posts
- Print: High-quality photo books or brochures with selected references for customer meetings and trade fairs
- White paper: 10-20 page technical case studies with planning details, challenges, and solution approaches
Best practices from real-world experience
Case Study: Tiny House as a Success Story
One of the most successful references we have prepared for Gira is a tiny house – 25 square meters with perfect architectural quality. The reference works because it tells a story: How do you solve complex technical requirements in the smallest of spaces?
Material presentation through detailed photo shoots
Supplement existing project photos with your own detailed shots. Combine your products with materials from the reference and expand the visual language. This works particularly well with technical products, which often get lost in architectural photography.
Content clusters for editorial topics
Don't view references in isolation, but develop thematic areas: "Five examples of sustainable school construction" or "Innovative facade solutions in residential construction." These clusters create new editorial opportunities and reinforce the positioning of your expertise.
Pinterest: The underrated source of inspiration
"I don't know any architects who don't work with Pinterest. At least in the early stages of a project," explains Angelika van Putten from STUDIO van PUTTEN. This insight from our architecture advisory board underscores the importance of visual research for planners.
Pinterest functions as a digital mood board for the early stages of development – long before concrete product decisions are made. Manufacturers who are present here position themselves in the crucial inspiration phase.
Avoiding the most common pitfalls
Motivate sales staff to collaborate
The problem: Sales teams are often overloaded and see reference documentation as an additional task. The solution: Create simple reporting systems (Teams channel, CRM checkbox) and highlight the direct benefits for sales. Well-prepared references are powerful selling points.
Manage usage rights sensibly
Develop standard usage agreements that are acceptable to all parties involved. Avoid legal "damage prevention prose" and focus on clear, cooperative agreements.
Using your budget wisely
Invest in a few high-quality references rather than many mediocre ones. One well-prepared project is worth more than ten poorly photographed ones.
Outlook: Strategic use of references
Successful reference communication combines a systematic approach with creative presentation. It thinks in terms of solutions rather than products and uses each reference as a starting point for further content.
The key lies in the system: moving away from individual case decisions toward clear processes and defined goals. Those who take this step not only gain access to one of the best communication tools in the commercial real estate business, but also build trust with planning target groups.
