
CATALOG HOUSES ENCYCLOPEDIA OF POPULAR CULTURE
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lumber available year round, and the national railroad system enabled
building parts to be readily transported. This allowed the catalog
house companies both to create a nationwide system of suppliers and
made it possible to easily ship house components and other goods.
Sears owned lumber mills in Illinois and Louisiana, and a millwork
plant in Norwood, Ohio.
The catalog house companies did their utmost to insure that their
houses were ready to assemble. One of the innovations introduced by
Aladdin in 1911 and quickly adopted by other manufacturers were
parts that were ‘‘Readi-cut.’’ More than an advertising slogan, the
concept of lumber that was, as Sears called it, ‘‘already cut and
fitted,’’ meant that the structural components were precut to exact
lengths and ready for assembly. The benefits of this were many: The
do-it-yourselfer or contractor building the house did not have to spend
time on the job cutting the lumber to fit; it reduced wasted materials
and construction mistakes; and, in an age before power tools, it
simplified house building.
Part of the fascination with catalog houses in the late twentieth
century is how inexpensive they seem. In 1926 it was possible to buy a
six-room house from Sears for as little as $2,232. This price included
all of the lumber needed to construct the house, together with the
shingles, millwork, flooring, plaster, windows, doors, hardware (in-
cluding nails), the siding and enough paint for three coats. It did not
include the cost of the lot nor the labor required to build the house, nor
did it include any masonry such as concrete for the foundation. If the
house came from Sears, plumbing, heating, wiring, and storm and
screen doors and windows were not part of the original package, but
could, of course, be purchased from Sears at extra cost. The buyer of a
catalog house also received a full set of blue prints and a complete
construction manual.
One of the common elements of catalog houses was their design.
Catalogs from Sears, Roebuck & Co., Ray H. Bennett Lumber
Company, the Radford Architectural Company, and Gordon Van-
Tine show houses that seem nearly interchangeable. Bungalows,
American Four-Squares, and Colonial Revival designs dominate.
Sears regularly reviewed the design of its houses and introduced new
models and updated the more popular designs. A small four-room
cottage, the Rodessa, was available in 11 catalogs, between 1919 an
1933. The floor plan remained basically the same over the years
although details changed.
Sears had several sources for its house designs. The company
often bought designs for houses that had already been built and were
well received by the public. Sears also purchased designs from
popular magazines and reproduced those houses exactly. Beginning
in 1919, the company created its own in-house architectural division
that developed original house designs and adapted other contempo-
rary designs for sale by Sears. The Architects’ Council, as it was
called, became a selling point for Sears, which promoted the ‘‘free’’
architectural service provided to buyers of Sears’ houses.
Apart from reflecting the growth of city and suburb and the
growth of a mass market for housing, catalog houses were designed to
meet changing concepts of house and home. New materials, such as
linoleum, and laborsaving devices such as vacuum cleaners and
electric irons, made houses easier to manage. This reduced the need
for servants, which meant that houses could be smaller. At the same
time, lifestyles became less formal. The catalog house plans reflected
these changes, often eliminating entry vestibules and formal parlors.
The catalogs helped to reinforce and promote the interest in smaller
houses and less formal living spaces through their pages. Similar
ideas were promoted by popular magazines, such as Ladies’ Home
Journal, which sold house plans designed by Frank Lloyd Wright and
others, and organizations such as the American Institute of Architects,
which created the Small House Service Bureau, known as the
ASHB in 1919.
Advertising played an important role in the success of mail order
housing companies. The most effective tool used was annual catalogs.
The catalogs not only advertised the range of models available but
promoted the value of home ownership over paying rent, and provid-
ed the potential customer with testimonials and guarantees promoting
the quality of houses offered by each manufacturer.
The guarantees provided by the catalog firms were one of the
most effective tools used to promote their products. Sears provided a
written ‘‘Certificate of Guarantee’’ with each house; the guarantee
promised that sufficient materials of good quality would be received
to complete the house. Other companies offered similar guarantees of
quality and satisfaction; Aladdin, for example, promoted its lumber to
be ‘‘knot-free’’ by offering consumers a ‘‘Dollar-a-knot’’ guarantee.
Liberty offered its customers an ‘‘iron-clad guarantee,’’ while Lewis
had a seven-point protection plan.
In addition to their catalogs, the mail-order house companies
advertised in popular magazines, including the Saturday Evening
Post, Collier’s, and House Beautiful. Early in their history, the ads
were small and placed in the back pages of magazines; the emphasis
was to promote confidence in the products in order to develop a
market. The ads emphasized the cost savings, sound quality, and fast
delivery. Later ads were much larger and often consisted of a one- or
two-page spread emphasizing that the homes sold were both stylish
and well built.
Each of the catalog housing companies had their own philoso-
phy about providing financing. Sears first provided financing for its
houses in 1911. At first loans were for the house only; by 1918,
however, Sears began advancing capital for the labor required to build
the house. Eventually, Sears also loaned buyers the money to pay for
the lot and additional material. Other companies selling houses
through the mail were more conservative. Aladdin never provided
financing and required a 25 percent deposit at the time the order was
placed, with the balance due upon delivery. Sterling offered a 2
percent discount for customers paying in cash, as did Gordon-
Van Tine.
Sears vigorously promoted its easy payment plan throughout its
catalogs. The 1926 catalog includes an advertisement that assures the
reader that ‘‘a home of your own does not cost you any more than your
present mode of living. Instead of paying monthly rental, by our Easy
Payment Plan you may have . . . a beautiful home instead of worthless
rent receipts.’’ And, in the event that the reader missed the two-page
layout promoting Sears’ financing plan, each catalog page illustrating
a house plan included a reminder of the availability of the ‘‘easy
payment plan.’’
Just as a combination of conditions led to the initial success of
catalog houses, a number of factors contributed to their demise. The
company’s liberal financing policies are often cited as a contributing
factor in the death of Sears’ Modern Homes program. During the
depression of the 1930s, the company was forced to foreclose on
thousands of mortgages worth more than $11 million, and lost
additional money by reselling the houses below cost.
After World War II, social policy and technology passed by
catalog housing. There was no longer a niche for people who wanted
to build their own houses. The returning veterans and their brides
were anxious to return to normal lives, and they no longer had the time
or inclination to build their own houses. However, they did have the