Architects vs. Engineers: The Dual Specification Battle

How to Win Over Both, by Product Category

Building products manufacturers often must appeal to two different specification roles: the architect and the engineer. Winning in this situation requires the manufacturer to present distinct specification arguments for each.

For the manufacturer to be successful, the architect must believe the product works for the building and the design intent – both aesthetically and from a performance perspective – while the engineer must be convinced that the product will work technically, as part of the system.

Dual-specification scenarios are a more challenging marketing problem that requires careful thought through a complex buying journey where an emphasis lies on education, providing technical proof, and building confidence.

To win, manufacturers must be prepared to solve the problem from two different perspectives:

• Architect: "Does this product help me create the building I want?"
• Engineer: “Can I confidently prove this product will reliably work?”

The following is a guide for how to win both across several popular product categories.

Building Envelope/Wall Systems

How to Win the Architect:

Showcase the wall assemblies that can be created.

Design flexibility; aesthetic advantages; sustainable features and outcomes; resilient solutions; thinner wall assemblies; and system simplicity to reduce risk.

How to Win the Engineer:

Provide proof that the assembly performs.

Superior thermal bridging; better moisture management; more resilient fire protection; and stronger structural and assembly integrity.

What to Emphasize in the Marketing for Both:

Provide a digital experience that is less a product catalog and more a design-and-engineering decision tool.

• Continuing Education Units (CEUs)
• Wall assembly selector
• Third-party certified testing
• Building Information Modeling (BIM) details
• Hygrothermal data
• Case studies highlighting aesthetics and proof of performance.

Insulation/Continuous Insulation

How to Win the Architect:

Demonstrate how design intent can be achieved without compromising performance.

Sustainable advantages through enhanced thermal performance; thinner walls; easier installation with continuous solutions; and reduced risk through code compliance and HERS ratings.

How to Win the Engineer:

Eliminate unknowns for how the insulation with perform.

Enhanced R-values; thermal bridging analysis; energy-code compliance documentation; certified fire testing; and condensation modeling.

What to Emphasis in the Marketing for Both:

Build interactive tools where changing insulation thickness or assembly construction shows performance implications.

• Energy efficiency calculators projecting R-values
• HERS ratings for residential applications
• Technical webinars and downloadable technical documentation
• Responsive technical support
• Third-party testing data
• Lifetime energy savings data

Curtain Walls/Glazing

How to Win the Architect:

Focus on the design experience - views, lighting, finishes, the tenant experience.

Sightlines; transparency; aesthetics; and daylighting.

How to Win the Engineer:

Emphasize the performance and resiliency proof – without compromise.

Wind load; deflection; thermal performance; condensation resistance; and water penetration solutions.

What to Emphasis in the Marketing for Both:

Connect the aesthetics and performance through digital case studies and testimonials featuring both the architectural intent and the technical solutions.

• Visual configurator
• Engineering data
• BIM
• Digital project case studies
• Customer video testimonials and quotes
• Performance calculators

IMPs/Metal Panels

How to Win the Architect:

Highlight the advantages of the system and its design possibilities.

Colors; profiles; facade expression; community enhancement; single-source surety; and ease of system assembly.

How to Win the Engineer:

Build technical confidence with thorough performance and resiliency testing data and support.

Systematic performance for thermal; fire-resistance data; structural/span; air/water performance; and resiliency.

What to Emphasis in the Marketing for Both:

Demonstrate the low-risk power of the system – from design through performance proof.

• Design galleries
• Tested assemblies
• Specific application experience (education, health, etc.)
• Technical CEUs
• Project videos highlighting both aesthetics and performance ROI

The Mechanical Room: HVAC, Water Heaters/Boilers

How to Win the Architect:

Recognize that the engineer is the primary specifier and the architect complements the effort to design the “modern” mechanical room.

Floor space requirements; room aesthetics; acoustics; access; structural loads; sustainability opportunities; occupant comfort; and building integration.

How to Win the Engineer:

Focus on application-specific engineering content.

Sizing; energy efficiency; product performance and reliability; controls; life cycle costs.

What to Emphasis in the Marketing for Both:

Win the engineer, reassure the architect.

• Sizing tools
• Piping schematics
• BIM
• Engineering webinars
• Application guides
• Energy calculators
• Application life cycle studies

Data Centers

How to Win the Architect:

Outline how the manufacturer’s products allow for faster design with fewer constraints.

Facility layout design; the envelope and interior aesthetics; constructability; security; scalability; standardization; and risk reduction.

How to Win the Engineer:

Demonstrate tangible and predictable performance.

Thermal performance; structural integrity; electrical optimization; fire protection; redundancy; reliability; and resiliency.

What to Emphasis in the Marketing for Both:

Being a reliable resource for the mission-critical design and performance standards.

• Data Center Design Detail Kit as a consolidated design resource for architects
• Data Center Performance Manual for engineers with comprehensive performance and testing data
• Tangible examples of how the product leads to “speed with certainty” - faster design and installation balanced with validated performance.
• Repeatable design standards
• Case studies that provide technical proof for everything from the design and construction to the performance and business impact.

A good rule of thumb for a dual specification is to inspire the architect to want to use the product, and validate for the engineer that the product will work. And, of course, be prepared to defend the spec with the contractor.

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