Marketing High Performance Homes with Gord Cooke (Day 2)

Event date: November 20, 2018
Showtime: 8am - 4pm
Location: UBC Robson Square: 800 Robson St, Vancouver, BC V6Z 3B7
6.5 CPD credits (13 points for both days)

From an industry perspective, the benefits of building a high-performance home include achieving greater energy efficiency, conservation of water and other resources, and the improvement of indoor air quality; however, these technical reasons do not resonate with the average homeowner.  If you are unable to reach the homeowners, they may opt for the less expensive building plans, without understanding the demands on builders to build to higher step codes… so how do you bridge the gap?

Knowing how to communicate the real benefits, through the eyes of the homeowner, is essential for anyone building to higher performance standards. Positioning this specialized product requires builders to translate the complicated technology into real-world applications, and Gord Cooke, with his unique background in building science and sales and marketing, will help show you how to connect to homeowners, on their level.

This course will be a workshop format, where attendees will be working on perfecting their marketing strategy during the class.  Seating is limited for this session.

NOTE: Gord Cooke will also be hosting a full-day building technology seminar on Monday, November 19. Register for both courses and receive 20% off the single-day rate.

Who Should Attend


Event Agenda

7:30am Registration.  8am – 4pm Seminar Program


7:00 – 8:00 AM Registration and breakfast


8:00 – 8:05  AM Anton Van Dyk,
GVHBA Education & Training Chair
Welcome and Sponsor Acknowledgements

8:05 – 10:00 AM


Gord Cooke, President
Building Knowledge




Take a deeper dive into the homeowners’ mind to understand the nuances and drivers of their buying behaviour.  Learn strategies to influence their buying decisions when it comes to high-performance homes.

10:00 – 10:15 AM BREAK
10:15 – 12 NOON Gord Cooke, President, Building Knowledge


Learn how to market benefits of the high-performance home to different market segments.  Ideal opportunity for builders and their customer-facing teams, including real estate sales professionals 
12 NOON – 1:00 PM LUNCH
1:00 – 2:30 PM


Gord Cooke, President, Building Knowledge WORKSHOP: PERFECTING YOUR ELEVATOR PITCH


2:30 – 2:45 PM BREAK
2:45 – 3:55 PM Gord Cooke, President, Building Knowledge SELLING TECHNICAL BENEFITS FOR NEW HOMES & PRODUCTS

Suppliers and subtrades have a key role in assisting builders in effectively marketing high-performance homes to consumers.  Learn the importance of how to translate technical expertise into qualities that help builders influence consumer purchasing behaviours. 


3:55 – 4:00 PM Anton Van Dyk,
GVHBA Education & Training Chair
Final Q&A and Wrap-Up

  • Gord Cooke, President, Building Knowledge

    There are few professionals in Canada that can match Gord Cooke’s broad knowledge of the inner workings of a house. Highly regarded in the homebuilding industry, Gord is a professional engineer, trainer, author, and industry consultant. For over 25 years, Gord has helped builders and HVAC contractors implement innovative technologies and build better homes. He is an effective and passionate educator and advocate for better building practices, improved indoor air quality, and energy efficiency.