Sarah Chase
Building projects are easy. Said no one. Ever. The process involves endless variables and countless key players. But who are they? And what do you, as a manufacturer, need to deliver to meet their needs? Let’s break it down role by role.
This is a break-out piece from our easy, yet comprehensive, e-book on the key players in BIM projects. This article focuses on four of the target personas covered in the report: architects, engineers, interior designers, and contractors.
OK. You clicked on this post because you wanted greater insights into the key players in building projects, so we'll keep this section brief. But the answer to the question in the subheading is: YES.
See, all players need manufacturers to turn the building project into a reality. They need your products, innovation, and data to make their lives easier and projects better. But you also need them. It's in the collaboration between all players that the real magic happens.
But here's the crux: the terms and conditions of reach, engagement, and specification are not the same as they were ten, five, or even two years ago. Digitization is commonplace, and our (rather laggard) industry is finally catching up and adopting digital innovations to improve the overall building process. One of them is BIM (building information modeling), and the digital building process is booming: contractors, architects, and engineers need it. Some governments even crave it.
But in this new BIM world: you need to target professionals in the building process as early as possible and throughout the entire project. With BIM, you’ll be able to provide valuable interactive 3D visual content and product data, enabling you not just to be a supplier to AECOs (Architects, Engineers, Contractors, and Owners/ operators) but also to market to and ultimately partner with them.
So, who are they, and what do you need to deliver to meet their demands? Let's get into it.
Architects are trained to design and plan buildings. They can range from landscape and technical to residential and industrial architects. Architects are often regarded as the creatives in the project. But in stark contrast to the eccentric and eclectic Gaudí*, most architects today aren’t given the same creative freedom as their predecessors.
See, the design is often the result of the client’s vision, budget, and performance requirements. That’s exactly why BIM and data are becoming a central aspect of construction. By using BIM, architects can gain major insights early on and with BIM objects: access all essential information such as physical properties, sustainability data, and product lifetime.
*to be fair, data wasn’t a thing during Gaudí’s lifetime.
It may come as a happy surprise, but a 2021 study by AIA reports that 90% of architects want manufacturers to get involved in the specification process, and 88% consider collaboration critical to their success.
By publishing your products as BIM objects, you will aid the architect to design quicker, run tests and show the client a more detailed 3D overview of the final results. It will strengthen your cause and build a competitive advantage for your brand – imperative to get on the architect’s shortlist. Giuseppe Tortato, owner and architect at Giuseppe Tortato Architetti studio, expands on the subject matter in 7 cases for the business value of BIM:
"The use of BIM objects has allowed us to build new synergies and partnerships with manufacturers."
An architect might start off with generic BIM objects during the early design phase – particularly if working for a public client. But they tend to be swapped out with manufacturer-specific objects that provide greater and more precise data. Tenacity is key here, so make sure that you reach out, engage and communicate regularly.
Interior designers make buildings feel like home. Or work. Or any other interior space, really. But it's not just pure aesthetics, soft cushions or odd modern art; they work with all project stakeholders to complete the internal function of a project. By using BIM, the interior designer can be involved right from the start, helping with visualising space and design adjustments. This means better project coordination.
When dealing with interior designers, don’t forget that you’re not just a manufacturer; you also need to be a marketer. Generate an interior product program that details how the product performs, enhances productivity, and increases the occupier experience.
Designers are highly visual, so focus on aesthetics and functionality data. Decorative products need embedded color and material options for information and visualization purposes. Plus, creating BIM objects in low and high LOD (level of detail) is critical if you want to please interior designers and their clients.
Connecting with interior designers through BIM is crucial for marketing success. However, your website remains a key touchpoint on the buyer’s journey, and the designer will certainly check it out. That’s why we’re making it super easy to integrate your products on bimobject.com into your own or a partner's website. It’s a seamless process that keeps your products across platforms in sync. The best part? Interactions and downloads from website visitors are tracked and shared back with you.
The engineer provides expertise in design, installation, and maintenance. They evaluate the structural, electrical, and mechanical condition of a project, as well as carefully inspect the design before implementing it. These tasks would also incorporate reviewing energy-efficiency systems, such as lighting, water, and air conditioning.
Much like architects: engineers need to meet client requirements and analyze the performance of their designs. And as we know: that quickly amounts to a lot of information. With BIM, the engineer gets a single source of data, and an easier way to manage it all. In a recent interview, Matteo Gianninoto, BIM Coordinator at Tecnoprogetti SA, explains:
“BIM gives architecture, engineering, and construction professionals a holistic digital source of information. This is a great step forward when it comes to mitigating a project’s environmental impact.”
Want to dive deeper into why and how data contributes to sustainable designs? Get the green answers you seek >
The key for the manufacturer is strong communication and reliable information. Supply all the right product and performance data in a clear and succinct way so that they can quickly insert it into the model or adjust it as necessary, even in real-time.
But...
You’re only going to connect if you become visible to them. Outside of the digital world, building brand awareness is tough. It can be hard to understand where to focus your efforts and cash – advertising can often be hit-and-miss. Within BIMobject, we wanted to help manufacturers get their products directly in front of their target audience. So, we included Promoted products to put you in front of engineers searching for objects for their projects.
The boss of the builders. Contactors take the architect’s and engineer’s design and turn the vision into a reality brick by brick. The focus here is on schedule, planning, and costs. It’s all about understanding that the building will work and so product availability and cost management are important to keep the project schedule on track.
But that's easier said than done. Poor documentation and lack of coordination can turn a project sour. McKinsey reports that:
The contractor and construction workers are normally the ones to experience your physical product in person. We all know that poor fits, insufficient product installation documentation, and uncoordinated deliveries severely impact the building project’s bottom line. And frankly: your time. So how can BIM create a great experience for all?
The answer lies in the digital building process’ visualization capabilities and open access to project information. Having all that data at everyone’s fingertips fortifies frustration-free construction logistics, coordinated deliveries, and smooth installation. So, manufacturers who create and supply BIM objects help construction professionals stay on schedule and keep the quantity surveyor up to tabs. But it goes deeper than the single project; happy customers are happy to return.
Design and build are only two of the phases of a building project, and there are a few more people involved than covered in this article. For instance: manufacturers can play their part in prolonging the products' and buildings' lifespans.
Hopefully, you now understand why collaboration with all parties in a building project is hugely important. The ability to exchange insight, knowledge, and data is imperative to reducing risk and cost but also to boost service offerings, develop relationships and gain and retain clients. Better builds, better business – for you and your customers.
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