Suburban subdivisions of individual family homes are so familiar
a part of the American landscape that it is hard to imagine a time
when they were not common in the U. S. The shift to large-scale
speculative subdivisions is usually attributed to the period after
World War II. In "Entrepreneurial Vernacular: Developers'
Subdivisions in the 1920s," Carolyn S. Loeb shows that the
precedents for this change in single-family home design were the
result of concerted efforts by entrepreneurial realtors and other
housing professionals during the 1920s. In her discussion of the
historical and structural forces that propelled this change, Loeb
focuses on three typical speculative subdivisions of the 1920s and
on the realtors, architects, and building-craftsmen who designed
and constructed them. These examples highlight the "shared set of
planning and design concerns" that animated realtors (whom Loeb
sees as having played the "key role" in this process) and the
network of housing experts with whom they associated. Decentralized
and loosely coordinated, this network promoted home ownership
through flexible strategies of design, planning, financing, and
construction which
the author describes as a new and "entrepreneurial"
vernacular.
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