Trece Herder Will Focus on Masterplans, Outer Bay and Affordability Issues
DANVILLE, CA – (April 20, 2021) Brookfield Residential in Northern California has announced 4th generation homebuilder and housing executive Trece Herder as new Vice President of Acquisitions and Business Strategy. Herder arrives at the regional division of Brookfield Residential with a broad range of homebuilding experience in the San Francisco Bay area, as well as Sacramento and Central Valley. She was most recently Vice President of Land Acquisition for Tri Pointe Homes, managing land acquisition for the Bay Area and Sacramento divisions covering 16 counties.
“With its dramatic need for housing, the Bay Area is a fascinating combination of opportunities and conestraints,” said Herder. “I look forward to extending Brookfield Residential’s leadership in delivering well-planned developments – including large-scale masterplans – that can help address the acute housing shortage.”
Herder’s experience includes working with Lennar, Cal Atlantic Homes (formerly Standard Pacific) and Centex. Her portfolio spans 20+ years of land acquisition, entitlement and project management, including several 1,000+ unit masterplans. She also founded her own companies of Herder Homes and Wisteria Land Group.
Herder will be responsible for identifying and acquiring new opportunities while overseeing market research and asset strategies, said Brookfield Residential President Josh Roden.
“Trece understands the economic dynamics of the Bay area inside and out,” said Roden. “And we know her track record at bringing land and developments to market because we have worked alongside of her on many past deals. It’s exciting to have her join our team.”
While surveying the entire Northern California region, Herder will focus efforts on identifying masterplan opportunities especially in the Outer Bay cities. These include San Joaquin, Solano and Sacramento counties. And she will leverage Brookfield Residential’s financial and leadership capacity for creating long-term masterplans.
“Typically, these are not going to be fully entitled or finished lots,” said Herder. “We’ll look for opportunities where we can invest significant resources and produce valuable returns. Developing large-scale masterplans is among the goals. And these will help the region address its housing shortage.”
This long-term masterplan focus separates Brookfield Residential from the other large publically traded homebuilders, said Herder: “While others may need to achieve a minimum number of units per year and are willing to pay higher prices to get them, we are large enough to take the time to build places that will provide a revenue stream over decades. The other large and publically traded companies in the Bay Area are not masterplan developers in this sense.”
The company will also create more lower-priced, entry-level housing by applying Brookfield’s ability to produce higher-density communities that are smartly segmented to the market.
“We’ll hit the more affordable niches with housing product on smaller lots – both attached and detached homes. Many of these will appeal to the surging millennial market,” said Herder.
Herder started her own homebuilding company, Homes by Herder, immediately after graduating University of Arizona. And she pioneered the first green home in Tucson, Az. in partnership with Tucson Electric Power Company and Southwest Gas Corporation. The home employed energy-efficient and sustainable design, plus recycled bottle carpeting, grey-water recycling, solar power, foam-filled masonry and many home automation features.
Herder has served as a committee member, guest speaker, panelist and board member on numerous building committees, symposia and professional organizations including Custom Builder Symposium, South Bay HBA and PCBC Green Builder Panel.
Brookfield Residential Properties Inc. is a leading land developer and homebuilder in North America. We entitle and develop land to create master-planned communities, build and sell lots to third-party builders, and conduct our own homebuilding operations. We also participate in select, strategic real estate opportunities, including infill projects, mixed-use developments, and joint ventures. We are the flagship North American residential property company of Brookfield Asset Management, a leading global alternative asset manager with over $500 billion of assets under management.