Simplify the sales process. Spend less time on it. Get better results.

Zero energy and passive house architects and builders face a number of challenges in meetings with prospects, and they see far too many opportunities walk out the door.

We looked at how prospects and clients make their decision of who to hire and what type of home to build, and then we came up with a way to make these meetings easier and far more effective for architects and builders.

Over the course of two training sessions you’ll learn a new way to approach these meetings.

There are a number of unique challenges to talking about these homes and it's important that architects and builders who design and build zero energy homes (or any high performance home) know how to overcome those challenges.

A Guide To Prospect Meetings

A Guide To Prospect Meetings

Client Facing Materials

Client Facing Materials

Training and User Support

Training and User Support

A Step-By-Step Process

The Meeting Map is a step-by-step process to follow in the first two hours you spend with a new prospect.

Designed using peer-reviewed behavioral research, this evidence-based process makes it easier for prospects to see the value of a ZEH or passive house, and will get them to place a higher value on your services.

The process should significantly increase the number of prospects who hire you to design or build a passive house or ZEH.

In fact, based on our research, we expect the Meeting Map to roughly DOUBLE the number of home buyers who choose a passive house or ZEH. (Over the next year, we will be running a number of studies to get a precise number as to the different effects of the Meeting Map on a home buyer’s behavior.) 

“It really is based totally on evidence-based research. Most important to me is that I am now empowered with a logical structure to shape my client meetings.”

Bob Kreger, Passive House Architect

The Most Important Two Hours

What happens in those first two hours with a prospect will have an enormous effect on whether or not they’ll hire you and whether or not they’ll choose a passive house (or ZEH). It will even affect what kind of client they’ll be.

In fact, those two hours are the raw materials from which to build a portfolio and a thriving business. 

With the Meeting Map you’ll be able to avoid many of the problems that occur in this meeting and use these two hours to produce clients with strong, durable commitments to passive house or ZEH.

At the end of these two hours they will see the decision before them differently and they will look at houses very differently too. 

What problems? We found that people who meet with you usually have 8 blind spots and these blind spots have an enormous influence over their decision.

These 8 blind spots prevent the person from seeing, for example, what energy and repair savings or better air quality can mean to their lives and so prevent them from seeing the full value of a passive house, ZEH or any high performance home. This is a big problem for people designing and building passive homes. In fact, unless the architect has a way to address these 8 blind spots, the architect is like a boxer who walks into the ring against an invisible opponent. The odds are against them. 

Topics Covered in the Training & Instructional Materials

  • How to increase the prospect’s receptivity to what you’re saying

  • How to structure the meeting with the prospect

  • How to evaluate the prospect prior to the first meeting

  • What to include in the first email to prospects

  • What do when the prospect first walks in the door

  • How to respond to certain questions

  • How to prevent the prospect from inadvertently derailing the meeting

  • How to describe your homes

  • How to get the prospect to follow up with you (promptly) after the first meeting

  • How to talk about air quality, noise, and energy use

  • How to reduce the time you spend answering prospect questions via email

How does this compare to your other options?

Because spending a lot of time with prospects who don’t hire you is so costly to firms, doing nothing may be the only really bad option here. 




Hiring experts to design an effective sales process The Meeting Map For Firms The Meeting Map For Individuals

How To Get Started With The Meeting Map


We send you the program materials (this includes some client-facing materials).


You do 2 training sessions about how to make the make the most of these meetings and get more prospects to choose zero energy homes.


You read the instructions and review the client-facing materials—and practice this new process.


We answer any further questions you might have.


You are ready to go.



We offer training for entire firms as well as for individual architects or builders.

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  • Q. Will this get people to accept higher construction costs?
    A: Yes, the Meeting Map is designed to get prospects to accept higher construction costs.
  • Q. What is the Magic Words Fallacy or Magic Bullet Fallacy?
    A: The Magic Words Fallacy is the belief that if an architect or builder uses a particular combination of words a prospect will choose a passive house. It assumes that the architect’s or builder’s use of language can surmount the many barriers and unconscious biases that currently are preventing a prospect from opting for a passive house. In other words, the idea ignores the real barriers to a prospect choosing a passive house and ignores what’s really going on in the prospect’s decision making process. There is no magical sequence of words that will get a prospect to opt for a passive house and those who focus their energies on a search for those magic words will be frustrated in their efforts.
  • Q: How long did it take to make the Meeting Map? What was involved?
    A: It took almost two years to develop the Meeting Map. We sat in on meetings between architects their prospects and had hundreds of conversations with passive architects and builders who described to us what occurs in these meetings. Most importantly, we studied (using a lot of behavioral science) what was behind the decision and why prospects were consistently failing to see the value of a passive house or ZEH.
  • Q: What if the people who meet with me already know about passive house or already like the idea of building a passive house?
    A: What we discovered is that the barriers that keep a person from choosing a passive house are basically the same for prospects who know about passive house already (and say they want one) and those who never heard of passive house before. So the Meeting Map should be equally effective and necessary in both cases.