What's a Good Win Rate for an Architecture Firm — and How Do I Improve Mine?

A good architecture win rate sits in the high-30s to mid-40s percent, with engineering firms typically running higher and construction firms lower. The SMPS Foundation's Measuring for Success study — a survey of 303 U.S. AEC firms — found average hit rates fall in the 37–44% range, with engineering firms highest at 44.2% and construction firms lowest at 37.9%. More recently, Deltek's Clarity A&E Study (46th edition, 2025, ~700 firms) put the median win rate at 50%, alongside a 38% drop in proposal volume and a 52% year-over-year rise in the value of awarded work — selectivity, not volume, is what's moving the number now.

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What's the difference between hit rate and capture rate?

Hit rate measures wins against proposals submitted — the number most firms mean when they say "win rate." Capture rate (or pursuit rate) measures wins against opportunities identified, including ones you decided not to pursue. A firm that qualifies hard and walks away from bad fits can have a high hit rate and a much lower capture rate — and that's usually the healthier pattern, not a warning sign.

Why did selectivity raise the industry win rate?

Because volume and quality trade off. Deltek's 46th Clarity study found firms pursued 38% fewer proposals industry-wide while the value of what they won grew 52% year-over-year. Chasing fewer, better-matched opportunities produces a higher hit rate almost mechanically — you're no longer diluting your average with pursuits you were never going to win.

What actually moves a firm's win rate, beyond pursuing less?

Two things show up consistently in the research. First, personalization: SMPS Foundation research found losing submissions tend to be generic and firm-focused rather than client-focused. Second, insight: RAIN Group's research behind Insight Selling — a study spanning more than 700 B2B purchases — found that educating the buyer with new ideas was the single greatest differentiator between sales winners and second-place finishers, done almost three times more often by winners.

How do I benchmark my own firm honestly?

Track hit rate by sector and by project size separately — a firm can be strong in one typology and weak in another, and a blended number hides that. Compare against the SMPS Foundation range for your discipline (37.9%–44.2%) rather than Deltek's more recent 50% median, since the two studies measure different populations and years; use SMPS for the conservative floor and Deltek for where selective firms have gotten to.

Frequently Asked Questions

What is the average win rate for architecture firms? The SMPS Foundation found AEC hit rates average 37–44%, with engineering firms highest at 44.2% and construction firms lowest at 37.9%. Deltek's 2025 Clarity study put the more recent median at 50%.

Is a 50% win rate realistic for a small firm? It's achievable but reflects a selective, well-qualified pipeline — Deltek's 50% median came alongside a 38% drop in proposal volume, meaning firms pursued far fewer, better-fit opportunities to get there.

What's the difference between hit rate and capture rate? Hit rate is wins over proposals submitted; capture rate is wins over opportunities identified, including ones you chose not to pursue.

What single factor most separates winning proposals from losing ones? Educating the buyer with a new idea or perspective — RAIN Group found winners did this nearly three times more often than the runner-up.

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