Unsung Hero of Housing: Frank W. Kushel, the Architect of Sears Homes

Oh, dear readers, gather 'round and let me regale you with a tale of an unsung hero whose name has been lost in the annals of time. No, I'm not talking about the illustrious Frank Lloyd Wright, but rather a merchandising genius by the name of Frank W. Kushel. Brace yourselves, for his contributions to American housing are as significant as Wright's, if not more!

Picture this: it was the early 1900s, and Sears, Roebuck and Company was in a bit of a pickle. Their building materials department was hemorrhaging money, and the sales of millwork and other construction goodies were on a downward spiral. But lo and behold, in steps our unassuming protagonist, Mr. Kushel, with a brilliant idea brewing in his mind.

Instead of throwing in the towel and liquidating the department, Kushel proposed a revolutionary concept. What if customers could choose their dream house from a Sears Catalog, designed with the best architectural tools (Amazon link here) ? And wait for it, my dear friends, Sears would provide a coordinated package containing everything needed to build that particular house. From nails to paint, windows to staircases, it would all be conveniently shipped to the nearest railroad station. Genius!

Now, don't dismiss Kushel's boss, Richard Sears, for he too possessed a keen eye for merchandising magic. He immediately recognized the potential of this plan, and the buying public followed suit. Sears's reputation for quality and affordability, carefully nurtured since its founding, made this venture a veritable goldmine.

But let me digress for a moment and clarify that Kushel wasn't the first to venture into the realm of catalog-based housing. The North American Construction Company had dipped their toes in the water with rail-shipped pre-cut buildings. However, it was Sears who truly embraced the concept and refined it to perfection. They even went a step further and offered financing for these homes, opening doors for the burgeoning middle and working classes.

Imagine, my friends, the opportunity for thousands of aspiring homeowners who were previously excluded from the market due to conservative banking practices. Sears made it easy with reasonable interest rates and low down payments. Their application form didn't pry into one's race, ethnicity, gender, or financial status. It was an inclusive approach that welcomed a diverse range of buyers into the new-home market.

Now, let's not think of the "Sears House" as a monolithic entity. Oh no, there were various catalogs offering different types of houses and auxiliary buildings. Some were house kits, where Sears provided plans and specifications along with the necessary lumber and materials. Others were the true Ready-Cut Houses, complete with pre-cut and factory-fitted lumber, a boon that could save up to 40 percent on labor costs. Sears had options to cater to every taste and budget, making the American dream of homeownership more attainable than ever.

And oh, the wonders that awaited within those Sears houses! Efficient floor plans maximizing limited space, two or three bedrooms (some even boasting four or five!), and the convenience of built-in amenities. From dining nooks to kitchen cupboards, ironing boards to telephone niches, Sears houses were brimming with sought-after luxuries of the time. It was a treasure trove of modern living.

In some corners, entire neighborhoods of Sears houses sprung up, creating homogeneous communities. From the million-dollar development of Standard Addition in Carlinville, Illinois, to affluent Cheverly, Maryland, and Crescent Hills in Hopewell, Virginia, these Sears homes left an indelible mark on the American landscape.

Alas, like all good things, the Modern Homes program faced challenges. The Great Depression took its toll,

and Sears eventually withdrew from the housing and mortgage market. Yet, by then, their legacy was firmly established. Frank W. Kushel, the mastermind behind this housing revolution, remained an obscure figure, barely recognized for his remarkable contributions.

So, the next time you admire a Sears house or marvel at the impact of Frank W. Kushel, spare a thought for the humble architectural drawing tools that played a part in shaping American housing history. And hey, if you're feeling inspired, check out these amazing architectural drawing tools on Amazon—they might just be the key to unlocking your own architectural masterpiece.

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