{"id":287,"date":"2024-06-02T14:14:11","date_gmt":"2024-06-02T14:14:11","guid":{"rendered":"https:\/\/www.marketing-for-architects.com\/es\/?p=287"},"modified":"2024-06-02T16:54:29","modified_gmt":"2024-06-02T16:54:29","slug":"architects-clients-pain-points","status":"publish","type":"post","link":"https:\/\/www.marketing-for-architects.com\/es\/architects-clients-pain-points\/","title":{"rendered":"\u00a0Pain points de los clientes"},"content":{"rendered":"<div class=\"yoast-breadcrumbs\"><span><span><a href=\"https:\/\/www.marketing-for-architects.com\/es\/\">Marketing para Arquitectos<\/a><\/span> \/ <span class=\"breadcrumb_last\" aria-current=\"page\"><strong>\u00a0Pain points de los clientes<\/strong><\/span><\/span><\/div>\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.marketing-for-architects.com\/wp-content\/uploads\/2024\/05\/architects-clients-pain-points.jpg?resize=580%2C580&amp;ssl=1\" alt=\"Los puntos d\u00e9biles de los clientes de los arquitectos se relacionan con la arquitectura, la construcci\u00f3n, la financiaci\u00f3n, los procesos, etc.\n\" class=\"wp-image-4305\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfCu\u00e1les son los pain points?<\/h2>\n\n\n\n<p><strong>Los pain points son un concepto de marketing que define las obstrucciones en un proceso de compra, que los clientes experimentan como problemas, frustraciones o cuestiones problem\u00e1ticas.\u00a0<\/strong><a href=\"https:\/\/www.marketing-for-architects.com\/es\/\">El papel del marketing<\/a>\u00a0es convertirlos en oportunidades para arquitectos y estudios de arquitectura en su esfuerzo de captaci\u00f3n de clientes.<\/p>\n\n\n\n<p>Los clientes potenciales podr\u00edan abandonar, bloquear o retrasar sus proyectos. Esos pain points son eventos de \u201clucha o huida\u201d y situaciones de toma de decisiones. A menudo son contratiempos cuando se reconsidera todo el plan.<\/p>\n\n\n\n<p>Las buenas decisiones dependen de la calidad de la informaci\u00f3n. Pero tanto el mercado de la arquitectura como el de la construcci\u00f3n son mercados de informaci\u00f3n asim\u00e9tricos. La informaci\u00f3n es escasa para los compradores, ya que los arquitectos y otros profesionales poseen la gran proporci\u00f3n de informaci\u00f3n. En tales condiciones, la frustraci\u00f3n de los clientes potenciales no podr\u00eda ser mayor, ya que sus decisiones son extremadamente dif\u00edciles de tomar.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.marketing-for-architects.com\/wp-content\/uploads\/2024\/05\/architects-help-clients-problems-600px.jpg?resize=580%2C580&amp;ssl=1\" alt=\"Los clientes potenciales de los arquitectos se enfrentan a problemas durante el proceso de inversi\u00f3n en la construcci\u00f3n.\" class=\"wp-image-4113\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Los pain points en el proceso de inversi\u00f3n en construcci\u00f3n<\/h2>\n\n\n\n<p>Al concebir nuestras estrategias de marketing, nunca debemos olvidar que los servicios de los arquitectos son parte de un proceso m\u00e1s amplio. Los objetivos de los clientes son la construcci\u00f3n, no los proyectos de arquitectura. El dise\u00f1o arquitect\u00f3nico armoniza los objetivos de los clientes con factores externos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Restricciones de tierra<\/li>\n\n\n\n<li>Regulaciones de zonificaci\u00f3n<\/li>\n\n\n\n<li>Permisos de construcci\u00f3n<\/li>\n\n\n\n<li>C\u00f3digos de construcci\u00f3n<\/li>\n\n\n\n<li>Limitaciones presupuestarias<\/li>\n\n\n\n<li>Viabilidad del proyecto<\/li>\n\n\n\n<li>Las conjeturas de los mercados<\/li>\n<\/ul>\n\n\n\n<p>La lista anterior puede aumentar con m\u00e1s elementos. Pero es obvio que el conocimiento de los arquitectos es mayor, por muy formados que sean los clientes. Por eso experimentan grandes dificultades para tomar las decisiones necesarias.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Toma de decisiones = riesgos asumidos<\/h3>\n\n\n\n<p>La calidad de las decisiones depende de la calidad de la informaci\u00f3n que conduce a estas resoluciones. Los propietarios de proyectos se enfrentan a situaciones complejas. Sus decisiones son, de hecho, un riesgo. Pero los riesgos aumentan a medida que falta informaci\u00f3n, o si esa informaci\u00f3n es err\u00f3nea o est\u00e1 incompleta.<\/p>\n\n\n\n<p>Sin embargo, los clientes potenciales no son jugadores. De hecho, las inversiones en bienes ra\u00edces se encuentran entre las m\u00e1s seguras. Construir su propia casa es exactamente lo que todo el mundo espera de personas calculadas. Pero todos los clientes potenciales de los arquitectos sienten este proceso como una cadena de problemas.<\/p>\n\n\n\n<p>Aunque la humanidad tiene enormes capacidades para resolver problemas, nunca nos sentimos c\u00f3modos afront\u00e1ndolos. Somos reacios al riesgo, ya que todas las decisiones son arriesgadas. Por lo tanto, no es de extra\u00f1ar que nuestros clientes potenciales se rindan o experimenten contratiempos, retrasos o bloqueos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Los pain points de los clientes potenciales son oportunidades de marketing para los arquitectos<\/h2>\n\n\n\n<p>Pero estos eventos pueden ayudar a\u00a0<a href=\"https:\/\/www.marketing-for-architects.com\/es\/architects-attract-clients\/\">los arquitectos a atraer clientes<\/a>\u00a0. Hay dos condiciones:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Los arquitectos deben anticipar los pain points de los clientes potenciales.<\/li>\n\n\n\n<li>Cree contenido para responder las preguntas que puedan tener para resolver sus problemas.<\/li>\n<\/ol>\n\n\n\n<p>Aunque el primer punto es relativamente f\u00e1cil, el segundo no es m\u00e1s que complicado. Las inversiones, incluyendo la conceptualizaci\u00f3n, dise\u00f1o, construcci\u00f3n, etc, tienen ciertas etapas que conocemos. Incluso un arquitecto tiene que pasar por las mismas etapas del proceso.<\/p>\n\n\n\n<p>Pero, \u00bfc\u00f3mo formulan los clientes potenciales las preguntas para encontrar la informaci\u00f3n relevante? Bueno, \u00a1esta es nuestra pregunta!<\/p>\n\n\n\n<p>Primero, \u00a1ni siquiera usamos el mismo vocabulario! Hacemos residencial, mientras ellos quieren entender qu\u00e9 hacer para construir su casa. Hacemos arquitectura comercial, pero los due\u00f1os de negocios quieren construir una tienda, una sala de exposici\u00f3n o un edificio de oficinas.<\/p>\n\n\n\n<p>Nuestro dise\u00f1o es complaciente con las regulaciones de zonificaci\u00f3n. Pero un cliente potencial quiere saber a qu\u00e9 distancia debe haber entre la casa y la valla.<\/p>\n\n\n\n<p>La arquitectura comercial es una palabra clave en\u00a0<a href=\"https:\/\/www.marketing-for-architects.com\/es\/7-crippling-mistakes-architects-do-promoting-themselves\/\">el lenguaje Architecturese<\/a>\u00a0. Edificio de oficinas es la palabra clave en ingl\u00e9s simple. Aunque los clientes profesionales (promotores, jefes de proyecto, constructores, etc) puedan estar familiarizados con nuestra jerga, ni siquiera en sus b\u00fasquedas siempre la utilizan, sino un lenguaje com\u00fan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Haciendo preguntas m\u00e1s profundas<\/h3>\n\n\n\n<p>Los motores de b\u00fasqueda son cada vez mejores. Pero todav\u00eda no pueden traducir la jerga a un lenguaje sencillo, y viceversa. Adem\u00e1s de eso, los usuarios que hacen preguntas sobre casas probablemente ignoren los t\u00edtulos que contienen residencial en lugar de casa o hogar.<\/p>\n\n\n\n<p>En niveles m\u00e1s profundos, los clientes potenciales pueden identificar otros problemas. Un patr\u00f3n l\u00f3gico nos afecta a todos. Identificamos un problema y luego deducimos una soluci\u00f3n. No buscamos m\u00e1s informaci\u00f3n sobre el problema inicial, sino sobre la soluci\u00f3n que creemos que es correcta.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">C\u00f3mo funciona el proceso de compra de arquitectos<\/h2>\n\n\n\n<p>Hice una descripci\u00f3n del proceso de compra en\u00a0<a href=\"https:\/\/www.marketing-for-architects.com\/es\/architects-attract-clients\/\">\u00abC\u00f3mo los arquitectos atraen clientes\u00bb<\/a>\u00a0. La conclusi\u00f3n es que la mayor\u00eda de las veces no atraemos clientes, sino que los clientes eligen a los arquitectos. Por eso los proyectos suelen estar mal pagados.<\/p>\n\n\n\n<p>Los clientes potenciales intentan encontrar soluciones a los problemas que anticipan durante el desarrollo de su edificio. Como a menudo lo consiguen, buscan arquitectos para implementar sus soluciones. \u00a1Por tanto, los servicios de los arquitectos no son tan importantes! Al fin y al cabo, nos est\u00e1n dando las soluciones, \u00bfno?<\/p>\n\n\n\n<p>Pero debemos recordar. \u00a1Nuestros clientes potenciales no saben c\u00f3mo ni qu\u00e9 hacer al principio! Ellos hacen su investigaci\u00f3n. Identifican los problemas (pain points) y luego c\u00f3mo resolverlos.<\/p>\n\n\n\n<p>Sin embargo, podemos ser no s\u00f3lo la fuente de esta informaci\u00f3n, \u00a1sino la soluci\u00f3n misma! Los arquitectos pueden ofrecer orientaci\u00f3n y ayuda. Podemos ofrecer soluciones correctas, factibles y elegantes.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.marketing-for-architects.com\/wp-content\/uploads\/2024\/05\/inbound-marketing-for-architects-and-architecture-firms-1024-1.jpg?resize=580%2C580&amp;ssl=1\" alt=\"Marketing de contenidos para arquitectos\" class=\"wp-image-4724\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><a href=\"https:\/\/www.marketing-for-architects.com\/es\/content-marketing\/\">Marketing de contenidos para arquitectos<\/a><\/h2>\n\n\n\n<p>Los arquitectos no s\u00f3lo pueden ofrecer orientaci\u00f3n, sino tambi\u00e9n anticipar los pain points de los clientes potenciales. El marketing de contenidos interrumpe los procesos de compra de los clientes, gui\u00e1ndolos hacia preguntas reales y soluciones reales a sus problemas.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.marketing-for-architects.com\/es\/content-marketing\/\">El marketing de contenidos<\/a>\u00a0cambia el paradigma.\u00a0<a href=\"https:\/\/www.marketing-for-architects.com\/es\/architects-attract-clients\/\">Los arquitectos pueden empezar a atraer clientes<\/a>\u00a0durante las fases preliminares de construcci\u00f3n, gan\u00e1ndose su confianza y ganando proyectos.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00bfCu\u00e1les son los pain points? Los pain points son un concepto de marketing que define las obstrucciones en un proceso de compra, que los clientes experimentan como problemas, frustraciones o cuestiones problem\u00e1ticas.\u00a0El papel del marketing\u00a0es convertirlos en oportunidades para arquitectos y estudios de arquitectura en su esfuerzo de captaci\u00f3n de clientes. Los clientes potenciales podr\u00edan&hellip;<\/p>\n","protected":false},"author":1,"featured_media":297,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tw-meta-no-icon"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00a0Pain points de los clientes | Marketing para Arquitectos<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketing-for-architects.com\/es\/architects-clients-pain-points\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pain 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