Entrepreneurial Vernacular: Developers' Subdivisions in the 1920s (Creating the North American Landscape)

During the 1920s, enterprising realtors, housing professionals, and builders developed the models that became the inspiration for the subdivision tract housing now commonplace in the U.S.

Originally published in 2001. 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.

Read more Continue reading Read less REVIEW
Loeb should be applauded for telling a complicated story. She successfully makes the realtors, architects, and building-craftsmen agents of physical growth. Loeb also uses careful case studies, but moves beyond them to try to tell a wider story.
-- Ann Durkin Keating, H-Net Reviews

Loeb's useful concept of entrepreneurial vernacular may encourage scholars to pay more attention to the builders and tradesmen whose activities were important in themselves and also constitute an important arena in which the histories of business, labor, and cities intersect.
-- Richard Harris, Journal of American History

Loeb's book helps us understand the roots of a significant trend in American housing after World War II . . . It is well organized and well written.
-- Ellen Christensen, Michigan Historical Review

Entrepreneurial Vernacular is certainly the best and most comprehensive book I have read about the design and development of the modern, large-scale housing subdivision.
-- Thomas C. Hubka, Urban History

A solid contribution to our understanding of how the suburban tract house came to dominate American housing in the twentieth century.
-- Barbara M. Kelly, Hofstra University REVIEW
A solid contribution to our understanding of how the suburban tract house came to dominate American housing in the twentieth century.

-- Barbara M. Kelly BOOK DESCRIPTION
During the 1920s, enterprising realtors, housing professionals, and builders developed the models that became the inspiration for the subdivision tract housing now commonplace in the U.S.

ABOUT THE AUTHOR
Carolyn S. Loeb is an associate professor of art history at Central Michigan University and a contributor to The Encyclopedia of Urban America. Read more Continue reading Read less