By: Morag Evans - CEO of Databuild

At Databuild, we work closely with building product manufacturers and service providers across South Africa’s construction sector. One of the most common questions we are asked is: “How do we get our products specified by architects?” It is a critical challenge. Being specified early in the design process can mean the difference between securing a project or missing out. To help our clients navigate this, we have identified a few key principles that consistently lead to better outcomes. Getting specified is rarely about aggressive selling. It is about understanding what architects need, offering genuine support, and building trust over time. Here is what we recommend.

Understand architects’ needs

To get specified, you need to start by seeing the world through the architect’s eyes. Architects are not just looking for a product – they are looking for a solution that fits their design vision, meets safety and quality standards, and will satisfy their client and regulatory requirements. Remember that architects carry significant responsibility for each project’s success and safety (many carry hefty professional indemnity insurance, even more than some medical professionals). This means they are naturally cautious about what products they trust.

Do your homework on the local context. In South Africa, that means ensuring your product complies with our national building regulations and standards. If your product has SABS approval or meets SANS specifications, make that clear – it immediately signals to architects that your offering meets baseline quality and safety benchmarks important in our market. Likewise, be aware of project-specific priorities: one architect may prioritise cutting-edge design and sustainability (think of Green Star SA certification requirements), while another may care more about cost-efficiency or quick lead times. Take the time to research the firms and sectors where your product is a fit. Understand the types of projects they work on and the challenges they face.

Crucially, do not waste an architect’s time. These professionals work on tight deadlines and billable hours. Approach them when you have information relevant to the current project stage. For instance, pitching a roofing system when a project is still in early concept design might not get traction. Instead, use insight (from industry news or tools like Databuild’s project leads database) to reach out at the right time – when they are making product decisions. By showing that you understand their workflow and pressures, you demonstrate respect for their needs.

Provide education, not just promotion

When an architect contacts you or views your marketing, chances are they are seeking information, not a sales pitch. I cannot stress this enough: position yourself as a knowledgeable resource and problem-solver. If an architect asks about a specific product and you realise another solution suit their needs better, be upfront and tell them. It may not get you specified on that particular project, but it establishes you as a trusted advisor who puts their interests first – the architect will remember that on the next project.

Make sure you equip architects with easily accessible information. In today’s digital age, architects often do preliminary research online long before speaking to anyone. Architects disregard many manufacturer websites that make it hard to find basic technical details - do not let that be your site. Ensure your website is user-friendly and rich in technical content: downloadable specs, CAD drawings or BIM objects, high-quality photos of the product in real projects, test certificates, and data sheets. The goal is to answer an architect’s questions before they even have to ask.

Build relationships, not transactions

Finally, getting specified by architects is not a one-off event – it is the product of long-term relationships. In the South African construction community, reputation travels fast. Architects prefer to work with people and brands they trust, those who have proven over time that they deliver quality and support. I often say that specifications are won in the long run, through consistency and credibility.

What does this mean in practice? First, always be responsive and reliable. If an architect reaches out with a question, respond promptly and helpfully. If you do not know the answer, say so and get back to them quickly once you do. This reliability signals that when your product is on their drawings, you will be there to back it up. Likewise, be honest about what you can and cannot do. If a deadline or budget is unrealistic, do not promise the impossible just to get specified.

Next, make an effort to be part of the architects’ community. This is not about networking in the superficial sense but genuinely engaging where architects gather. Attend local industry events, trade shows and architectural conferences (for example, the annual conventions of organisations like SAIA). Contribute to discussions on new design standards or building technologies. When architects see you not just as a salesperson but as a fellow participant in advancing the industry, it humanises your brand.

All about trust

Getting your products specified by architects in South Africa comes down to building trust through understanding, education, and reliable partnership. It is about knowing what architects need – from compliance with local standards to creative solutions for design challenges – and then stepping up as an ally who provides that, rather than just another supplier pushing a product.

In the end, being specified is not just about getting your product name in the project specs – it is about earning a place in the architect’s circle of trust.