Design Build Contractor: Design as Client Magnet with Will Pritikin from A Forma

Will Pritikin reveals how design build contractors use professional design to attract premium clients and eliminate costly field chaos.

CONSUMER REALITY:

People don't seek builders—they seek DESIGN

Journey: Find design → How much? → Who builds it?

Rick: Once prospects love a design → emotional brand attachment → brand wins

SHOW WORK YOU WANT:

Will's mentor: "Show the work you want to be hired for, get those customers"

Questions:

- What do I want to do?

- What clients do I want?

- What designs do they love?

Showcase THAT—don't appeal to everyone

Specialist advantage: Local expert in specific style = higher prices (like cardiologist vs. ER doc)

TECHNOLOGY:

LIDAR/Matterport scans = full digital twins in days

Serves all 50 states from Portland

Trades virtually walk sites, check at 2 AM, prepare asynchronously

DESIGN = RISK MANAGEMENT:

Not style exercise → decision-making tool

Success: Everyone wins (homeowner, GC, design team, PM, trades)

HIDDEN COSTS:

"You always pay for design—question is WHEN"

Poor documentation:

- Rework

- Burned-out PMs

- Job site "rodeos"

- Field decisions = astronomically higher cost

Upfront investment < downstream chaos

A FORMA MODEL:

Between draftsperson and architecture firm

Services: Detailed drawings, renderings, specs, engineering, permitting, LIDAR, project support

Works with local engineers

"Be the outside part of your design build business"

Running construction = hard

Design build = TWO businesses = harder

A Forma: Simplify your life, deliver buildable design on time

Sweet spot: Custom homes, renovations, additions, ADUs

aforma.co

[email protected]

#designbuildcontractor #constructiondesign #LIDARscanning #aforma