Welcome back to The Built Environment Marketing Show hosted by me Ayo Abbas.

In this solo episode, I share real data from my own LinkedIn performance (impressions down 17%, engagement up 19%), unpacs how the new 360Brew algorithm is changing the rules, and explain why passive scrolling is quietly killing your reach. If you've been wondering why fewer people seem to be seeing your content, or whose content you've stopped seeing, this episode gives you the answers and a clear action plan.

Key takeaways

1. LinkedIn organic reach is declining across the board
2. Engagement now matters more than reach
3. Being connected no longer guarantees visibility
4. Hashtags are losing their role as content signals
5. Comments can outperform standalone posts.

Resources and links

BEMS roundup episode from end of 2025

Reports on the 360Brew algorithm

LinkedIn Post Performance Tracker and/or training ayo@abbasmarketing.com

About the show

The Built Environment Marketing Show is a show that is unashamedly about marketing for architects and engineers, as well as bringing forward voices that we don't always get to hear.

Donate to help cover the costs for making this show

📲 Share about the show on socials

🔗 Follow us on Apple or Spotify

📝 Leave us a review on Apple or Spotify

💬 Tell a friend about the show who you think will benefit.

Welcome back to The Built Environment Marketing Show hosted by me Ayo Abbas.

To mark me working for 25 years in the construction industry, this epsiode is an interview with my very first boss, Anna Hern from Ridgemount. Together we chart the evolution of construction marketing: from the old PR vs advertising divide, through the explosion of digital channels, to the AI era we're now navigating.

Anna brings sharp, no-nonsense realness on what great clients look like, why strategy is still misunderstood, how digital measurement changed everything, and the counter-intuitive case for investing in your brand hardest when the market is at its toughest.

Key takeaways

1. What great clients do differently (and strategy vs tactics)
2. Trust, AI, and the role of media / gatekeepers
3. Expectations, complexity, and measurement in modern marketing
4. Future-facing skills: brand building, critical thinking, and using AI well

Resources and links

1. Ayo Abbas on LinkedIn
2. Abbas Marketing website
3. Ridgemount agency website
4. Anna Hern on LinkedIn
5. Contact Ayo: ayo@abbasmarketing.com

About the show

The Built Environment Marketing Show is hosted by marketing consultant and content creator Ayo Abbas from Abbas Marketing. It is a show that is unashamedly about marketing for architects and engineers, as well as bringing forward voices that we don't always get to hear.

Donate to help cover the costs for making this show

📲 Share about the show on socials

🔗 Follow us on Apple or Spotify

📝 Leave us a review on Apple or Spotify

💬 Tell a friend about the show who you think will benefit.

Welcome back to The Built Environment Marketing Show hosted by me Ayo Abbas.

Most built environment firms know networking matters but are they actually in the right rooms? In this solo episode, I share a real decision I had to make between two events on the same day, and why choosing the less familiar option led to two potential project conversations by the time I got home.

This episode looks at why strategic networking has to match your positioning and what happens when it doesn't.

If you're an architect, engineer, or consultant spending time going to events that aren't converting, this one's for you.

Key takeaways

1. Your networking strategy should directly reflect your positioning
2. Being 'out there' isn't enough. Visibility only counts when you're visible to the right people
3. Most firms are spending the majority of their networking time with competitors
4. Strategic networking comes down to three things happening at once: the right decision makers, at the right time, in the right context
5. The firms winning better work at better fees go to fewer events — but they make each one count. Focus beats volume every time.

About the show

The Built Environment Marketing Show is hosted by marketing consultant and content creator Ayo Abbas from Abbas Marketing. It is a show that is unashamedly about marketing for architects and engineers, as well as bringing forward voices that we don't always get to hear.

Donate to help cover the costs for making this show

📲 Share about the show on socials

🔗 Follow us on Apple or Spotify

📝 Leave us a review on Apple or Spotify

💬 Tell a friend about the show who you think will benefit.