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TRILOGY®
Boutique Communities
TM
WITH SHAUNA FARMER, SHEA HOMES® ACTIVE LIFESTYLE COMMUNITIES VICE PRESIDENT OF MARKETING & SALES When Trilogy® communities debuted nearly a quarter-century ago, they signaled – or perhaps beget – a change in the expectations of the active lifestyle homebuyer. Bigger was no longer the standard; better became the benchmark. More refined clubs. More thoughtful design. Now, as Trilogy looks at the horizon once again, there is new opportunity ahead. Shea Homes is preparing to launch the first collection of its Trilogy Boutique Communities, which are crafted to offer all the benefits of Trilogy, on a slightly more modest scale. To talk a little about this evolution, we caught up with Shauna Farmer from the Shea Homes Active Lifestyle Communities team. Our conversation is below.
MTL: Time does seem to move more quickly all the time. We have another interview in this edition with your longtime colleague Jeff Hinkle (pg. 78), and he talks a lot about Trilogy’s evolution. How do you feel the communities have changed over the years?
MTL: Shauna, before we dive into the story of what’s ahead, can you tell us a bit about yourself and your experience with Trilogy?
We recognize our customers’ priorities have also evolved, and we’ve responded accordingly. In the past, customers focused more on tangible features. Today, the intangible has become very important to them. How do I feel when I enter the community? Am I going to be able to easily make new friends here? Will this move help me reach my fitness goals? People’s desire for a real sense of community and places where they feel known, cared about, and happy to be is more important than ever.
SF: You bet. I am the Vice President of Marketing & Sales for Shea Homes® Active Lifestyle Communities, which includes Trilogy, and I lead an incredible team that brings the Trilogy message to homebuyers across the country. We also support our community sales teams as they help our customers become part of the Trilogy lifestyle. I’ve been with the company since 2002, and I’ve seen incredible growth and change. The best part is I absolutely love what I do. I am now in Trilogy’s target consumer group, which is an interesting shift in perspective. My husband Alan and I are empty nesters (with our new mini goldendoodle puppy, Sandy). Our kids are starting their adult lives, and, like many Trilogy homeowners, Alan and I are taking a fresh look at how we spend our time and where we focus our energy. It’s fun to apply some of that personal experience to my role with Trilogy.
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SF: One thing I appreciate is we’ve always been willing to adapt to better serve our Members. The core Trilogy tenets of Wellness, Connection, and Freedom have never changed, but the way we deliver on those tenets certainly has. I mean, when we started, the iPhone didn’t exist, Pickleball was completely unknown, and we certainly weren’t “Zooming” our friends and family. A lot has changed, us included.
MTL: How does that evolution lead to the new wave of the boutique communities? Before that, what does it mean to be a Trilogy Boutique Community™? SF: We’re really excited about this new concept of Trilogy Boutique Communities. Our boutique communities offer a very similar living experience to our larger resort communities, just on a smaller scale. The benefit is we can introduce new communities more frequently in locations where we know our customers want to live.
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