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 …