Value of Architects

I was on a plane a couple of days ago on my way to a green building symposium and was talking with the woman next to me. We were discussing residential design and my history of working on this type of project. At one point she asked me, "So who is your biggest competition?" She was interested in knowing what other firms that I compete with for work. As I considered it, I answered that other architectural firms were not primary competition. My biggest competitors are in fact developers, builders, and showrooms who come with stock plans. These groups have basic plans that have been developed with the "average" consumer in mind. They have been market tested to appeal to the vast majority of consumers without the need for customization of any kind. The companies do not need to charge for the design as they make their money during construction. As an architect, I design around the individuals needs. The fee for these services cannot be rolled into the cost of construction. This does not necessarily mean the overall costs will be higher. By designing for an individual less space may be needed or a simpler solution can be found than for the stock plan.