The birth of the housing consumer in the United States, 1918-1960

Between 1918 and 1960, those Americans who were able to buy a home learned to think and act as housing consumers. By 1960, the typical couple purchased a finished dwelling from a speculative builder instead of hiring the services of a contractor. Builders now produced for an anonymous market. They learned how to sell, and buyers learned to expect, a comprehensive and standardized package of services that included long-term financing. Such financing required, and buttressed, a Fordist regime of mass production and consumption, and was promoted after 1934 by a new federal agency. It stabilized the economy by pushing families to make long-range spending plans, while shaping their pattern of monthly expenditures. Increasingly, Americans came to think of homes as commodities, as investments and as means of self-expression. They enacted these assumptions by browsing through model homes, by making elaborate financial calculations, by borrowing and by taking on home repair and improvement projects. These changes were promoted by the real estate industry and the state, and were soon accepted for the comfort and convenience they offered.