A good architect should be not only an “artist” but also an economist. Let us see if the architectural concept affects sales or not.

Does the Architectural Concept Affect Sales?

There is an opinion that the architect is an artist and creator, who is not familiar with financial analysis. But it is not true in actual conditions. Today the architect is an expert, who must have a holistic view of the project, which he or she is working on. They are artists, creators, but scrupulous analysts, marketers and financiers at the same time. They are highlighted by the ability to work in a comprehensive manner, keeping in mind the business model of the project and its future reputation.

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Developers in cities with a million population understand that a well-planned and implemented architectural concept is the primary factor of differentiation within the modern overloaded market, regardless of segment and price category, either “premium” or “economy”.

Non-synchronization of actions to create an architectural concept with business planning adds risks both in terms of capital investments and the implementation of the project as a whole. The lack of a clearly stated vision of future construction by all project participants generates uncertainty and vagueness of technical tasks. That, in turn, leads to costly rework or even failure of the entire model of the business built.

Let us consider the factors of the architectural concept that affect sales, to understand what exactly and how it influences.

Factors of the Architectural Concept That Affect Sales

Understanding the Segment

In real estate, as in any other business, it is very important to work in synchronization with the marketing department, which should help the architect and provide hypotheses on the segmentation of the target audience, based on the business concept.The subsequent architectural concept is formed from this so that the house not only corresponds to the level but also provides opportunities to meet all the needs and requirements of residents.

Further financing of the facility and infusion into the project depend on a clear understanding of the segment for which an architectural concept is being developed. For example, the cost of design and construction (including facade decoration, building materials, parking lots, terraces, etc.) of a premium residential complex is significantly higher than in the case of an economical segment of the housing.

Cost per Square Meter

Based on the business model, niche buildings (for example, club houses), assuming a long-term perspective of implementation, differ from the concept of budget mass building of social housing, designed for quick sale.

The above factor affects the cost per square meter, and the latter determines the course of sales. And it is the architect’s task at this stage to prioritize the constructive system, roof, facades and finishing materials that will correspond to the requested figures.

Optimal Ratio of Selling Space to Total

Planning solutions, in particular, competently designed areas of common use, affect the ratio of the sold area to the total area of the building.

This factor has much greater importance for trade and industrial activities and the provision of services in the shopping and entertainment centers. After all, rationally designed space with the availability of recreational facilities and leisure activities will allow the audience to spend more of their time on its territory.

Location and Appearance of the Object

But even if the object has the most successful layout and appearance, the location of the complex on the territory with poor transport communications and infrastructure imposes certain obligations to provide access to the object, which is also included in the cost per square meter and affects its business model. On the other hand, location of the modern residential complex in an area with a well-developed infrastructure and a quality memorable facade will definitely be a plus in its subsequent implementation.

Energy Efficiency and Environmental Friendliness

Recently, the trend towards meaningful design and construction is becoming more and more widespread, builders are seriously interested in energy efficiency ideas, which not only brings money but also makes it possible to more effectively present an object to a potential buyer.

The Quality of the Construction and the Selection of a General Contractor

Every year the consumer becomes more and more demanding, and an important factor in the success of the business model is the quality of the construction itself. Do not forget that quality is worth the money, and this is manifested when choosing the right general contractor for construction.

Architect’s Name

Investors always pay attention to the name of the architect because it is much more peaceful to buy real estate designed by a famous architectural bureau to avoid further possible over payments due to lack of proper experience of the architect.

In addition, if the name is known, then it becomes a kind of house label. However, developers, as a rule, do not have the opportunity to attract eminent architects in the mass segment since this requires large investments. In this case, architects and designers most often use the following technique: they take an existing standard project and dress it in bright “clothes”, supplementing with memorable distinctive features.

Neighborhood Improvement

The architect’s mission is not only the design of the building itself but also the creation of an architectural concept for a comfortable living environment: neighborhood improvement, ergonomics of the infrastructures, high-quality finishing of common areas, recreation zones. This creates added value and value in the eyes of investors, and also positively affects the business model.

Increasing competition in the market encourages developers to pay enlarged attention to the integrated development of the architectural concept of the project, to the analysis and conformity of its architectural component to the overall business model of the project. It is necessary to take into account and successfully combine all the factors that influence the investment attractiveness of the object, its positioning in the market and reputation.


The architecture of the building must provide different levels of protection for the object. Particular attention should be given to the system of access control to the territory (barriers, security, intercoms, etc.), places where it is possible to walk with children and ride bicycles.

At the same time, the planning decisions on security should not create a sense of “isolation”, “closeness”. Trends in world practice demonstrate maximum openness of territories while ensuring complete security of space.

This gives the object a greater investment appeal and also affects the decision to purchase housing by representatives of any category of citizens.