How to Charge Premium Fees (Even If You’re a Small Firm)

End chaos in your firm—300+ peers use this framework. Free video here: https://www.businessofarchitecture.co... Architects often feel squeezed by low fees that leave them overworked, under-supported, and with little time for true design. For small and residential firms in particular, this cycle can feel endless—too little profit, no space to hire help, and constant pressure to “make it work.” Enoch and Rion explore how undercharging starts long before you send a fee proposal, and how one awkward early project shaped Enoch’s view of money. They show why “breaking even” is actually a warning sign, not a win. You’ll hear how low fees trap small and residential firms in a cycle of stress, weak hiring, and no time for real design. Together they reveal the shift in mindset that lets you really charge more and feel good about it. • The quiet habit that makes even good projects unprofitable • A pricing mistake that keeps you from hiring help • One mental switch that lifts your fees without changing your service 00:00 Intro 02:15 The Hidden Mistake Keeping Architects Broke Despite Full Pipelines 04:47 Why Residential Architects Struggle Most with Profitability 06:58 The Dangerous Myth: "Profit Is Just a Nice Extra" 09:23 How One Fee Negotiation Determines Your Next 18 Months 11:41 Why Architects Hate Selling (And How It's Killing Your Firm) 14:06 The Vicious Cycle: Can't Hire Because You Undercharged 16:32 My $75/Hour Mistake That Nearly Destroyed My Practice 18:55 "You're Not Allowed to Charge That" - Proving Them Wrong 20:48 Why Young Architects Negotiate Against Themselves 22:37 The Math Problem: Your Feelings Don't Pay The Bills 24:16 Stop Charging What Others Charge - It's a Dead End 25:52 The 30% Profit Margin Rule (Yes, It's Possible) 26:41 "There's No Such Thing as a Bad Prospect"