Why your business should be talking about the Building Safety Act
The Building Safety Act (BSA) is a transformative piece of legislation that will change the way the built environment operates. It demands new behaviours, new roles, new responsibilities, and above all, new levels of accountability. We’re seeing it change the way many of our clients work, including architects, contractors, consultants, developers, and engineers. No one is untouched and all have to live up to their new responsibilities.
While the technical detail is complex, the message is simple: the BSA is not business as usual. It’s reshaping the way buildings are procured, designed, constructed and occupied. And with that disruption comes a huge opportunity to stand out.
If you're in the built environment and you're not talking about the BSA, you're already behind. In this short blog, we’re going to talk about why you should be talking about the the BSA and how you can do it.
A moment to lead, not just comply
The BSA has triggered a cultural shift within the industry, challenging how all corners of it operates. At a time when many clients are still trying to get their heads around what it all means, there’s a real opening for those who can provide clarity, reassurance and leadership.
That’s where you come in. Smart, well-timed communication is how you stake your claim as an expert. It’s how you show up when your clients need you most. Think about it, you could be owning the narrative and becoming the go-to voice in your space. This is the kind of marketing opportunity that has to be jumped on and embraced.
In a crowded market, credibility is currency. If you’re visible, vocal, and valuable right now, you’ll be remembered when decisions are being made.
What could you be doing and saying?
You don’t need to recite the legislation chapter and verse. In fact, please don’t. What your clients need is a clear, confident perspective on what’s changing, how it will affect them, and how you can help.
Here are some practical ways to turn your expertise into standout content:
Thought leadership blogs and articles
Go beyond the basics. Share your take on how the BSA is reshaping procurement, design responsibility or approval processes. Use examples from your projects to bring it to life. Ask provocative questions. Offer real-world insight. Something as simple as blogs can build organic traffic, demonstrate strategic thinking, and set the tone for wider conversations.
CPD sessions
CPDs are a chance to sit in front of your ideal audience and talk about what you do best. Structure your session to deliver value: what’s the practical impact of the BSA for your audience? How does it affect their day-to-day? A strong CPD can lead to follow-up meetings, project opportunities, and referrals.
Roundtable discussions
Bring together a mix of clients, collaborators and peers for a focused conversation about the Act. What are people struggling with? What’s working well? Capture the discussion (with permission) and turn it into a blog, video or podcast. You don’t need to have all the answers — the point is to facilitate meaningful dialogue and position your brand at the centre of it.
Email campaigns
A well-structured email campaign can deliver real value over time. Consider a three-part series: one email setting the scene, one diving into specific challenges (e.g. Gateway 2 submissions, change control), and one highlighting how your business is responding. Use it to educate and advise. Include calls to action that invite further conversation.
Social media series
Not everything needs to be long-form. Use platforms like LinkedIn to run mini-series. Something like "Five things you need to know about the BSA," or "What clients keep getting wrong about Gateway 2." Use carousels, infographics, or short video explainers. Make it visual. Make it human. Be the brand that demystifies.
Downloadable guides, checklists and whitepapers
Package up your insight into something clients can use. A "BSA readiness checklist". A "10 questions to ask your design team" guide. If you’ve got something more in-depth to show or demonstrate, you can even consider a whitepaper.
These tools are shareable, useful, and position you as a trusted authority.
Video content
Video doesn’t have to be overproduced to be effective. A simple talking head, a screen-recorded explainer, or a filmed Q&A can go a long way. People engage with people. And when the subject matter is dry or technical, your personality and tone of voice can do a lot of heavy lifting.
What we’ve been doing
At Luma, we’ve been working closely with our clients in architecture, engineering, property and construction to help them communicate confidently about the BSA:
For our friends at renaissance engineers, we helped them capture their thoughts about BSA through a long-form piece of content before taking that piece of content and using it to create engaging posts for their social channels.
The branded carousel we turned it into attracted discussion and led to an invite to speak at a BSA panel at UKREiiF.
Final thought
The Building Safety Act is not just another update to regulations — it’s a shift in how the industry is expected to think, act and communicate. That shift is happening now.
The BSA is happening now and having a huge affect on the industry. There are still many out there crying out for guidance and when the dust settles, the brands that led the conversation, clearly, calmly and credibly, will be the ones left standing taller.
If you want help leveraging your knowledge and experience of the BSA for some marketing magic, Luma are ready to help you step into the space with confidence and poise.
Contact us today to get started.