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The Columbia University Libraries reserve the right to refuse to accept a copying order if, in its judgement, fulfillment of the order would involve violation of the copyright law. Title: How to sell real a profit lsico> hicago Date: 1910, [1911] at COLUMBIA UNIVERSITY LIBRARIES PRESERVATION DIVISION BIBLIOGRAPHIC MICROFORM TARGET MASTER NEGATIVE # OMQMAL MATERIAL AS FILMED - EXISTING BIBLIOGRAPHIC RECORD iBS^f^^i^-^Waii^o soli real isotate at a profit > prc«^ ^ thoda for starting and oonduoting a real estisite bu8ind88««« as used suooessfully by thirty-two real estate oonoerns. 7th rev.ed. Chicago, file System oompany, 1910 • ^ 128 p« . illus* . 19 cm. r o :1 : RESTRiCTIOItS Oft USE: TECHNICAL MICROFORM DATA 7^ FILM ^Mf yp; REDUCTION RATIO IMAGE PLACEMENT: lA /llA) IB DATE FILMED TRACKING * : INITI/\L$ • FILMED BY PRESERVATION RESOURCES. BETHLEHEM, PA. V ^^^^ iil' ID .. — *fil M CO ^ "HI jn 03 o m (Kl 002 "D X t5 ^0 o s s 1 • 11 I ro 1.0 nnni 1.5 mm 2.0 mm ABCDEFGHUKLMNOPQRSTUVWXVZ abccMatMtlilinnopqmiwmiyz 1234567090 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstiiv«ncyzl234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghiiklmnopqrstuvwxyz ia34567B$0 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnqpqrstuvwxyz 2.5 mm 1234567B90 '4 •30' o ■o m -o OLi'O ^ = CO I TJ ^ ^ O 00 o m 4^ ^5* 2.rn o 3 I 3^: m 5. •■ HOW^TO SELL REALESIATE AT A PROFIT MEnK»S USED AND raOVED IN 32 (VnCES UBRARY rm ALUMMi wmm COMMITTEE CLIFFORD GRAY, '02S. 1924 HOW TO SELL REAL ESTATE AT A PROFIT PROVED METHODS FOR START- ING AND CONDUCTING A REAL ES- TATE BUSINESS—PUBLICITY CAMPAIGNS THAT BRING RESULTS-TRIED AND TESTED PLANS FOR BUILDING UP A CLIEN- TELE-SPECIFIC SYSTEMS FOR EX- ECUTING SALES AND RENTALS AS USED SUCCESSFULLY BY THIRTY-TWO REAL ESTATE CONCERNS SMVSNTH RMVISSD MDITION i THE SYSTEM COMPANY CHICAGO NBW YORK A. W. SHAW COMPANY. LTD., LONDON 1910 Ctl'FFORO GRAY COiLECTfOW mmQmms Bom TO iacBMim Ymm Smm Bam TO DooKS tm Dm*! Wmm Bm TO BaoocB Paotobt Com How TO Imckrass the Sales or tbxStobb How TO IxcKBAn A Baitk's Dsposm How TO Sm. Kbai. Erats at a Fmo»n 'How TO Sni. UoBi Wmm hnmuam How TO tel. Worn lam Iinii««paB H«Mr TO' WuTO 'LBrms taiir War Other* m Pmpgataium CorTsimiT, 1S08, Bv IfYfiT HM GOBCPAWY XT 1? XT nr C! WAMT I HOW TO GET AND HAIsDLE CLIENTS jffinw a Plan I. How TO BuiU) Up a Clientkub 7 n. How TO Limp and I\»iLow>Up PBOsraonYX Cas- TOMEES 18 By Boyal D. Smith, of Bobert P. BlianUin Company HL How TO Present a Proposition to a Client If By li. M. Willis, of Willis & Prankenstein PAST n HOW TO ADVERTISE REAL ESTATE The Ueee of PH^Uoity I?, mom m Oommof an Amrnmsme campaign 28 L. If. Wilis, of Wills A Wtta^mBeMm ¥• How lo AmrnmsM Subitbban Psmmrt • ii TL How TO Aj>vi»tisb City Pbopwft 41 FAMT III HOW TO SISLL BEAL ESTATE SeUinff — the Vital Factor TU. How TO Sell Paem Propiett 91 By O. Stanffer of Kssster & Stanller ¥111. How TO Bmm AND SiEA. A Cm SoBWiiioif.... §7 F. F. iraianisoii IZ. How TO Sm* BiMi EiTAXI BT Maii» . 61 X How TO SDii Property Thbouqh iLLUsnAflifB B iw mi ft «|^_ m a »^ M MSW ^■jDKmSSuI JEDBK # • " ■ ■ ~ CX)NTENTS BOW TO BMMT BIAIi ESTATE JLm& aOWM 'Of MwOWWogfO JBL Wow TO Bmv' MniAii!tiiii Pbopiivy. SI % Biif' f!ftbofv of WUto * Tftboff .JQL Bow TO' Buff BuM a t iBi^ FiKxraisnr* ••••••••••••• fl zm. Bioiir TO HAima ^Mmjosm 'BusmiMi • Wt FAST V MOW TO KEEP BBMj ESTATE SELLINO BECX>BD8 flm Bmlm Fmkm JIT* HSow TO Lav Ftmaest §7 % Ftoroj B. PSeree XT. Bow TO Bkcord Titles and Abste^ots 102 By John T. Wagner XVI. Bow TO Keep Gosts on Buildings 107 By Benjamin A. F»iiUi% of Milkr A FmnUiB dbmpany Z¥II. Bow TO Install a CoMPLsn Bioohd Ststu.... 117 X¥III. How TO BMOom Bmmjs Estato Tbamsahiioiii. . . . . • ISt Parti HOW TO GET AND HANDLE CLIENTS A craphk analysis of the sources and steps in the process of building up a ditmlde. a prioie requisite to the permanoit moeen of fhafcal estate dealei' Have a Plan Nowhere is the goal of him who follows the loute of anywhere. The man who aims al nothing in particular hits his mark.. But the man who lays a foundation before he starts to build, the man who sees dear his plan before he takes the first step, is the man who will reach the goal in the g»me of business. It is the minute of talk after the hour of thought, the ounce of effort after the ton of preparationt that carries a business project to success. Look ahead. See your way. Have a iilan. CHAPTER I How to Build up a Clientele The real estate business is almost a profession. The agent's customers are his clients and his success is built upon their well-earned faith in his technical kuowMgei bis ability and his honesty in method and pmiKMie. In principle the basis of the business is much the same as that of other professions and the considera- tions to the client are along the same lines of expert service. The means available to him, however, for building up his elientele not only embrace his reputa- tion for expert knowledge, abilityf eonseientioiis effort iliilliest methods, to which the trade buildmg efforts of a lawyer and a doctor are substantially limited. They cover also the field of personal solicitation and advertising effort in all of its phases as much as in any other business, because there is no code of ethics in lie profession of the real estate agent that restricts methods of securing clients. The seope of special knowledge required in all branches of the business is large and it is acquired only by careful study and practical experience. But upon this special knowledge the ability of the agent to BStiBfaetorily serve his client, which is the funda- f 8 HOW TO GET AND HANDLE OiIENTB mental principle of the busineis, is dependent Tli© mmitfal agent most be a eompetent judge of prop- mtty valnes, ImiIIi in aelMng and in renting; lie mnst be able to iz a aeale of rents tbat wiU seeore tenants and at the same time bring the largest ineome from the property ; he shonld be able to closely estimate the probable return from building projects, to plan thf development of a sub-division, judge the secuirity of a loan, know how an apartment or an offiee building should be nin for the best results, know how to borrow on mortgages to the best advantage and how to finance the eost of Improvements. He should, in addition, have a comprehensive idea of the cost of building; the merits of different construction methods and materials and the expense incident upon public improvements. He should be able to accurately estimate the cost of repairs and renewals and to correctly determine the depreciation of building values through age and usage. SpmM KmwMge %m AM Phases of His Bmtimss ike Agmfs Besi Asssi All of these features require continuous study and constant observation, both for the beginner to ground himself In the principles of the business and for the more experienced agent to keep his knowledge abreast of the changing circumstances in values, methods and financial conditions. He should keep posted on market values by studying the lists of transfers, and he should note the projected building operations from the lists •f bulldiiQg jpermlts. Everything published Jin the da% papers from day to day which In any way appei«- tains to real estate should be carefdily read. Mote should be taken of news bearing on assessmeiiti and taxation, on public improvements In the way of BUHjDING up a CLIENTELE 9 streets and alleys, water or gas service and drainage or sewersy matters of public policy, new legislation and new parks or boulevards. Especially attention should be given to any of these items which will In any way tend to influence selling or renting values, either directly or indirectly, or which indicate the development of any particular section, such as new lines of transportation or improvements in service. Much benefit is often gained by keeping clippings of this class of news i^tematically arranged so that they may be at any time readily referred to. A study of the comparative values of property sold and rented should be made from the considerations named in the deeds and leases filed for record, and the increase or decrease, compared with previous transfers or leases of the same property, should be carefully noted. Also, these transfers should be watched as influencing the consequent relative values of adjoining property or property in the same section or available for the same purpose. Much Valuable Information Gamed by WaicMng Newspapers This expert knowledge will of itself attract dents and is absolutely necessary to hold them. Fortified with it and the consequent assurance that he is equipped to satisfactorily execute commissions in- trusted to him and to successfully struggle with com- petition, the agent has many lines of effort open to him by which to extend his business. New clients can be secured by Increasing his acquaintanceship and his number of friends, especially directing his efforts in this way among people who •wn property and might consequently need his services 10 HOW TO OBf Mm MMMBIM CEiIBlffS in lelMiig or raitinf it M neli k aeoomplidied In tbli iirection by menlmliip in dnH eommercial boards ■ml otnor aftoeistiona. Jimimif fTiQitf 0f Gmmg At XmicA IFMi Mm CUents Wm buiinin em bt ineroaaed bj Ma own well iireeled efforta in tbo wajr of paiaonal aoMeitation. Sneceia In this direction dependa largely npon the way in which he goes about it. Hia selection of poa- aible cHenta ahonld be carefully made and he should pmiatently follow up hia work on eaeb pro8peet» likinf keen advantage of every opening that will toid to Influence the client in hia favor and throw the bnai- naaa hia way. Whenever an apartment or oilee bnHd^ log changes handa the new purchaser should at ones be aolicited and this should be done in the case of any ■aw building put np either for aale or for renting forpoaea. A point ahonld be eonatantly made of endeavoring to obtain advance Information on aa many such trana- fers and projected buildinga aa poaaible with a view to being the first to seek the agency from the new pur- chaser or the owner of the property to be improved. A careful examination from day to day of the classi- ied rent and f<^ aale advertiaemtnta In the daily papera will famish lata of many propertlea which the iiwnera themaelvea are oflferfaig l^r rent or for aale. fiese afford good prospects to work on and excellent opportunities for converting some of them into clients by demonstrating to them how the expert knowledge and the facilitiea at the agent% command for aelling and renting the properly in a aataaiaeloiy manner make It to the owner*a intereat buhjDing up a GLSsmmM it In following up these personal ellorta at solicitation great assistance can be had from a systemati^-ally k^ record indicating just what has been done from time to time with each prospect. It is an immediate re- minder of all of the previous circumstances, including the line of argoment used at the laat interview. This prevents many of the disappointing mistakea which often occur when it is attempted to carry thia in mind without any such aid. Prospective tenants will often inquire of an agent for apartments or houses of a certain class or location of which he has none available on his own renting llata. With theae definite applicationa at hand an agent can often use them as a meana of securing a new client in the owner of property suitable to fill theae inquiries. Bmi Wmp of Rmching Prosfec^e CUmii Through Advertising fhe advertking meana open to the real estate agent for increasing his clientele are many and varied. They include signs, circulars, newspaper advertiaementa, calendars, etc. The sale or rent sign placed on par- ticular pieces of property for sale or rent is largely used and ia an excellent means of publicity. Such signs can be made of atriking appearance, calling attention not only to the especial piece of property for rent or for aale, but also to the agent'a name and his business. Circulars containing classified lists of renting prop- erty or property for sale are used with good results. Theae are aait out at proper seasons to possible tenanta or Inveatora and afford an exc^lent meana of bringing his bnauoieaB to the attention of possible eUoita. 12 MOW TO OST AND HANDIjE GIiIENTS The most effective advertising medium is probably llie elassified eolumns of the daily papers. In metro- poHtan eenters the Sunday edition is by all means the besti Biaplay ad^ertiaeineiits are used to good advan- tage for some definite purpose, sueh as exploiting a snb-diirision or renting a large apartment building. In all this class of publicity there is more or less room for the use of good copy and careful selection of the publications, and the connection of the agent's name with the list of property advertised by him attraets tie attention of those interested m real estate matters. la. handling and renting pwp&ctf the ability of agent to satisfactorily and judiciously dispose of the many and varied complaints received from tenants goes a long way in holding and extending custom. Earnest eo-operation with the owner and regard for his wishes and instruetions, promptness in attention to aE the details of his business and immediate remittances of eoUeetiona made for him are al important things to be remembered by the agent, for all are instrumental in making secure the good will of the client and attracting the patronage of others. Dig Deep QUIT scrajiing over the surface of jour business dmnces — quit re- mftimng content with the pay-dirt in the outer edses of your coramerdial prospects. Tnere is a nugget in every opportunity— if you only delve deep enough to get it CHAPTER n How to List and Follow Up Prospec- tive Customers BY ROYAL D. SiaTH Of BalbeH F. Shanklm Company A real estate agent has two kind of customers to solicit— the men who have property to sell or to lease and those who wish to buy or to rent property. This article presents two systems, one lor following up each class. No matter whether the real estate agent is soliciting customers in one locality or over the whole country, he needs an accurate and continuous system for following up his prospects. Beal estate agents secure their lists of prospeeta having property to sell from all possible sourees. In the first place, there are the names of persons who have written inquiring for someone to handle thdr property. Others the dealer obtains by keeping track of new buildings through observation, newspaper announcements and acquaintances; by keeping tab on the transfer of old buildings, through the daily lists in papers and in legal records; by locating buildings already erected whose owners are dissatisfied or open for propositions; through negotiating a sale, trade or loan by means of which the broker is in a position to IS M HOW fO HIT AND HANDIiB CSUSMfS mmm Hio afin^ iK>-' H' V . - " — — — : ^— ..- i ' .. , ! !,..,, ■ <:, ■ ■ ■ ■'■ ■ ' — MAME AOORESS •usmess SOURCE LOCATiaH PCSCRIPTION mi ■ " ' ■a. ' 7^ 1MB I: , Cud ttMd Iqr ^ imI Miate dealer for listins and followte m mtM^ m vmutr to aeU, Rat <» oduuife 16 HOW TO GET AND HANDLE (MBNTS 1 »i loi It it2ri3it4fi«ii«iiiTl m ■ tlAMC , - , ^v:^^^^•.•i^ft•.■.»^^*.¥■=:^ 'V'.'-'- '.-*,S;<-:v' V- ■ .-.-^ , " , . -w ■ • " . ^ mat ■'tETtil*».,»CNJ-.-::v. . ?!; - ' . y -'SZ- CALLS WAOfC ' Fqbbi II: Cwd for followmg up prospective outomen wiahing to obtain property W ■HilBa XbDh Ok wJHiIIHBHw ean be mailed out amtomatieally. A clerk can handle the entire foMow-np, fending them automatically on proper days by means of Mlow-np clips as described. As a mle, when an answer to any letter is received the agent or one of his correspondents will send a personal reply to this answer. But in some cases these answers can be foreseen to such an extent that a series of form letters for almost any kind of answer ean be framed np and a clerk can send ont the proper one. In this manner the system will take eare of bringing the prospect quite far along the road. When the proper point is reached the agent himself or one of his assistants can take up the matter by personal eorrespondenee or solicitation. Onee the business of one of these prospeets has been ■eeired, that is, as soon as he liai given the agent the FOLLOWING UP PROSPECTS 17 right to handle his property, the card is taken from this case and a new card is made ont to be placed in the list of property for sale and rent. Here a oom* plete description is given in every detaE Direetions for making np such a property list are given in the chapter on that snbjeet Making a Usi of the S^cmd Ckm af CUmMs^ Prospective Buyers and Renters ' Now, as to listing and following up the second elaai of customers, those who are in the field as buyew or renters. Prospects of this class must be obtained largely from two sources, through advertising and through personal solicitation. Personal knbwledge of the field of buyers is a large factor in the real estate business and the agent on Hsting a new property often is able to turn at once to a waiting purchaser. The great majority of new prospects, however, come to the agent in response to advertisements, either call- ing pewonaUy or making inquiries by maU asking for further particulars. Such inquiries received by real estate dealers should be just as carefully and systematicaUy foUowed up as the mquiries of any other business. The success of any business dep^ds upon how the opportunities for domg business are observed. When an opportunity presents itself for selling or renting a piece of prop- erty the dealer should follow up the prospective cus. tcmer persistently until a deal has either been made or a reason is evident for dropping it. A simple and effective system for foUowing up pros, pective busmess in a systematic manner is to enter on a card (Form H) the name and address of the party mqumng, and information as to the kind of property IliTEIinONAL SECOND EXPOSURE 16 HOW TO GET AND HANDLE GLIBNTS ■■■■■■■■ NAME AOORCSS *: t;':^ 'r-. BUSINESS . LOCATION V V ^ ■ - isriWATCO IflCOMK-: sSOIiei DStCAYldN WANTKD NO, ^ ^ —41 ■ LkTTCRS RCCKIVCO 1JtT#«*l»»CHT 'cAlls waoc WiHAflll* , Fonn U: Caid for Wlowmg up prospectiw cuatonen wUiit« to obUm |»0|ieity for •■M* ml « caeuat* can be mailed out automatically. A clerk can handle the entire follow-up, sending them automatically on proper days by means of follow-up clips as described. As a rule, when an answer to any letter is received the agent or one of his correspondents will send a personal reply to this answer. But in some cases these answers can be foreseen to such an extent that a 'Series of form letters for almost any kind of answer can he framed up and a clerk can send out the proper one. In this manner the system will tike care of bringing the prospect Quite far along the road. When the proper point is reached the agent himself oit one of his assistants can take up the matter by personal eonpspondence or solicitation. Once the inainess of one of these prospects has been Mcured, that i% is wmm m he has given the agent the FOLLOWING UP PEOSPECTS 17 right to handle his property, the card is taken from this case and a new card is made out to be placed in the list of property for sale and rent. Here a com- plete description is given in every detail. Direetiona for making up such a property list are given in the chapter on that subjeel Making a List of the Second Class of CUents^ Prospective Buyers cmd Renters * Now, as to listing and following up the second class of customers, those who are in the field as buyers or renters. Prospects of this class must be obtained largely from two sources, through advertising and through personal solicitation. Personal knbwledge of the field of buyers is a large factor in the real estate business and the agent on listing a new property often is able to turn at once to a waiting purchaser. The great majority of new prospects, however, come to the agent in response to advertisements, either call- ing personally or making inquiries by mail asking for further particulars. Such inquiries received by real estate dealers should be just as carefully and systematically followed up as the inquiries of any other business. The success of any business depends upon how the opportunities for doing business are observed. When an opportunity presents itself for selling or renting a piece of prop- erty the dealer should follow up the prospective cus< tcmer persistently until a deal has either been made or a reason is evident for dropping it. A simple and effective system for following up pros- pective business in a systematic manner is to enter on a card (Form Jl) the name and address of the party inqumng, and information as to the kind of property MHOW TO QET AND HAM)IiE CLIENTS wanted, the locality desired, the price and terms and general information as to his character and financial ■tandinf , also as to the character of the family. It Teiy often happens that a real estate dealer wishes to "hoom" a certain section of the town and desires to secure only the better class of residents for that section. 9or this reason it is quite essential that the dealer should know something of the desirability of the family. Unless something is known as to their general dents become settled in the locality, thus lowering the Talne of the property for desirable families. All these features it is quite necessary that a dealer should know, and the card system ofiEers an easy means of recording The card can also be made to show the dates of calls, what circular matter or letters haire been sent, their replies and a synopsis of them. By keeping close record of all interviews with prospec^ire customenr the dealer will, by referring to the card, have full knowledge of all conversations and letters that have passed between himself and the customer, and will be ill a pomtion to talk more intelligently. SUPPOSE that tomorrow some strong, bfaiiiy man were to take your place ami continue yoiur work. . CouM he do anvthiog that you aie not doing ? Could ne better your work in any way ? You know that he would make some improvements. What are thqr ? CHAPTER m How to Present a Proposition to^a Client BY L. M. WILLIS The methods used by a dealer in presenting his prop- oaltion to the client have a great deal to do with making the sale of real estate or of renting property. The conference between the dealer and the client should be opened np by a series of questions from the former in the endeavor to ind ont jnst what the client wants. - / Having ascertained this as nearly as possible with- out giving a snspicion of too much curiosity, the dealer should then see whether he has the handling of any / piece of property that meets these conditions. In no way should he attempt to force upon his client a pi^ \ of property unsnitable to his reqnlrenients simply ba» i esiise he happens to be the agent for it Should he . have nothing answering the required description, he ' iionld go to the desired locality, or send a solicitor, I for the purpose of canvassing until the necessary kind I of property is found. The whole battle in the first interview is to convince the customer that he can conserve his best intcrwts It HOW TO GET AND HANDLE CLIENTS tivougli his expert knowledge of the conditions and eiraunstancet of the real estate business, his knowledge ef Tallies and Ms faeilities for properlj Ming the want If he sneeeeds In this the daj Is won and the final closing of the sale is simply a matter of good generalship. The dealer must study his client and ascertain his wants. Many real estate men lose because of the fact Hial they carry their entire stock on display in their fkont window and confuse the poisihle purchaser hf offering too many different things. The first thing to do Is to find out what the eua- turner wants, and then see to it that he gets it. It is best to name but a few properties which seem nearest to filling the requirements. These, then, should be silted down until the dealer knows toward which one his enstomer Is most IsTOrahly disposed. The elinoh- ing of the deal then becomes a matter of ordinary salesmanship, dependent upon personality, energy and familiarity with the strong selling features connected with the subject. The dealer frequently finds that a client is uncertain la his own mind as to what he does really want In siieii eaaes he should study the needs and peculiarities of the client's bushicss, especially if the property is desired for business purposes, and help to solve the problem for him. In many cases of this kind, where the man is a manufacturer who has been renting a fioor space, the dealer can convince him that It Is better to buy where land is cheaper than to pay higher rent and remam M the congested bnsineBS district Or, It £requen% oecura that the agent can anange to put up a building to meet the requirements of the customer's business. PBESENTING A PBOFOSITION 21 In dealing with clients contemplating the purdbaae of real estate for investment purposes alone the dealer has many talking points with which to Interest him. His own special knowledge of the business, including his familiarity with the values of surrounding property and the rates of income received from them, is not only a vait help to him in presenting his proposition, bnt can be made of equal assistance to the client in making his selection. HmiMfig CUmiM Seeking to Buy Prapmy m m Immfmmi Security is usually the first consideration to the real estate Investor, and the second is the highest possible return In ioeome consistent with the former. In pre- senting his properly the dealer should, therefore, never lose sight of this primary feature of security wh^ bringing forward his other selling arguments. Another strong feature is the reasonable prospect of increasing value which may be argued as probable lor any one of several reasons, such as building up of the nel^borhood, improvements In the class of build- ings constructed, new streets and other public improve* ments contemplated or projected transportation lines. In handling investment inquiries the dealer is often confronted with the financing feature necessary to close a sale. A client may be interested in the pur- chase of property offered which Is in excess of the investment desired by him, in which event the dealer should be prepared to arrange for payment of the excess in some manner so as to not impair the desir- abilily of the investment as an income producer. In case of the rental of property for a home clients are frequently induced to buy a lot and borrow the n sow TO OIT AND HANDLB CLIENTS money to build. In this event the strong points to be presented are ft ift¥ing in rent—if this ean be shown— or the sfttitfMStion and the ▼irions other' benefits ftnd 'idTsntftges 'that 'eome from owning cne's o'wn hone. In addition there is the particular desirability of ^lis idea as a means of saving with at least equal security and higher proportionate returns than other meana afford. in preaenting reaidmee property for the eonaidera* linn of a possible tenant the important talking points are the reasonable rate of rental, the desirability of location, the arrangement and eonstmction of the premises and the excellence of the service in the case of a flat or apartment building. Just what kind of property the tenant is really seeking is the first prob* hm for the dealer to solve. When this point is aaeer^ tained aa nearly as possible the dealer ^ould offer the property nearest these requirements which he has on his own list, explaining the particularly desirable features of each. In most cases the rate of rental is really the influ- encing feature. It is useless to offer an applicant a piece of property which commands a higher rental ^km he can affbrd, or one which rents at a much lower figure than he la willing to pay. Stick to It INITIATIVE isn't intuition or second sight. It's perpetual trying-ever- liiatii« vigikiice-imceiisu^ work. Part II HOW TO ADVERTISE REAL ESTATE 1 45 Mtline of the Tarioiu medinmii which have been ftraiid miMt prodnctif* of ramlto fir ■dvwtiiiiir real estate, with the pmpote to wliicli Mdi medium is best suited The Uses qf Publicity He who desires to reach the pubUc's purse, first feels the pubUc pulse. He who is to mafceabuaiiesst^ satisfying the wants of men first learns to appeal to their desires. The man who sells land bargains in the oldest of all commodities. Yet by apply- ing to it the principles of modem publicity, he reaches out even beyond the restricted market of his own locality and sells to un- known customers a thousand miles away. Ai:e aitracis man iircu oi smt#&.e anu noise to the quiet of the open country. He teaches the fanner in search of Je inTestment the value of city real estate. A nus iniougn me power oi aoTerasing ne plays the middleman in any exchange of L^mnent and turns it to his own profit. How to Conduct an Advertising Campaign Tlie adyertisiiig campaign of a real estate dealer con- sists primarily Ib inspiring confidence in the general renting and buying public. A certain amount of con- fidence is gained through general advertising, but this must be re-enforced by fair dealings with clients and tenants at all times. It is a fallacy to suppose that the chief aim of a dealer is to elose a transaction and get a fee. His business consists in the building up of a clientele which will put full faith in him and ultimately place all their business interests in his hands. In this struggle to gain the good will of the public the first step in busi- ness gaining is adTcrtising. The real estate dealer employs sign boards, ordinary rent and sale eards and the daily newspapers for general advertisuig purposes. The ordinary sign board is 4x5 feet in dimensions. The object of the printed matter on the sign board is twofold: First, to keep the name of the firm before the public in a more or less general way; and^ seeond* ts 300 Men and Women as Walking, Talking Advertisements We want them and are paymg liberally for dhcs. Wc*re gietting them ia^v thut* liw teem ot 'piicct on the fint joo of our entire 1,100 ton tn EXPOSITION HEIGHTS. We can aford to sell lots at the first sale for $325 to $800, while the a#>tRing property it on the market lor f t,ooo to 91,500. Own it • 1% mlMlitiiion. The adjoiniRg prop- erty is a small mm omml by V. £. Palmer in lilt Pefl|ile*s Savings Bank Building. RcflMMiber there arc only three hundred lots at present prices— TImi lilt .praptftf is • miitrti iccnie tract, sloping down to the That the compkiioa ofthe car line across the portage will cut down mmm ibaa ont-tbini the tine now consumed on the University liner- Tilt lit Univcntty to dote at hand guarantees always a h%h g^BlrwIHBMi'ljll w ^rt''aBBTnWW 'BWwia^BJBwISi^^iWI BXPCMITION HEIGHTS. Wc picked the bi^kctt grade mm ia tkc diy, Men fcaowa fot iftefr iategritjr and aperiencc. For tale* manager on the ground' we accured Mr. A- T. McCargar, one of the best known bunacM yea id Scsldc^ and coniidentiel tepreaentstifc of L. % J. Hmtt. Cmwr awasr sT Ac Poit. Intelligencer, minlftg king of Korea and the commerciJ axoorat •f the Soudan; Mr. McCargar, arhiJe of a conteiTancc cen^per- ^ent, it an expert and baa.hcci a Ciitel ttnitM af mmm im Seattle for ttxtccn ^eara. Oa latatdajr Jm sccMSpsaied a member at am 6mt aad a ■faff oC twelve taUaaea to EXPOSITION HEIGHTS fi» a fittt view'af tke pmpcrty. He had not been on the ground ten oiinutea beieit be Mid: <4 wM take thU lot for my ion; if he doesn't want it, I do." That wai more gratifyii^ m ■< tban a aale of alt entire -block to almoit an/one cite. If wai positive cridcace of the cbarac- csr of tbc pro|Vft7 and ipvcatmcat potubiliticf. .Tbcra an i,»oo lota in thb pla^, 900 eaanot be bought at any price. Jaat aac-fowfb friH bt aold at ptsieat fricet— f 395 to |7oo~-lbr introduction porpotca. The^ pakac go «^ as W pm cent on the next 300 lott and so on until the last 300 will be imU at die •atire ralae •! the entire i.joo lou at present prices. No money contiderattoa wM t' thit.nUn. Thit property it our home tuke and the firtt purchasers will get the boacfit. EXPOSITION HEIGHTS conmaodt one of the grandeac views to he feed Seattle, and it an entire tract, dw chirfcest large reiidence diafrict to the dtfw ia* in ki The view ia limpljr entrancing. The completion of tlje new asr bB SALB-Flne lot. tSxlM, dn Ormtlot. a«ar Sllery vt. ; a barcaln. Addreas JO . iBPH- BlterBR. m» Towna«nd avc. • TROWBRIDGE AVE —Lot 60x140. on th« 'north Bide, just east of John R., cheap for' cash. Inquire 1006 Majestjc bldg. * 40 TSXST on Melbourne, near John R.. and $400 diamond pin to ezchaoffs (or 60 feet . In Orat Mock -bt iinraatrlotad street. Cl4 Hodcw BUS. • ' NORTH WOOPWARD-Barirain: SOxia ft.. north side Elmhurst ave.. first blocK. Ad- dress Box ft. No. 45, Free Press. . • . , KIBBY AVE. BAST. Five fine lots between flastv ings and Bhard at ^600 each; ekte 35xl8S. Best lots in the citjr for the^ money. HOMER WARREN & CO.,* 202 Chamiber of Contuiercc. M. 6406. City 6406. • EAST FERRY AVENUE. . 1600 EACH. Two lots on nortb side of utreet between Hastings and Rivard; ' tise dizlttS. ' . A Snap. HOMER WARREN & CO.,' 202 Chamber of Commerce. Aa esaiDila of boir danified newspaper adirertiaeiiieiitt may be made to stand oat 'inoie pBooiiiieiiti'jr by the we of laiief tjjpt paper of the week; the latter he glances over hastily, reading the headings and skimming the articles, but In the Sunday paper he is more liable to notiee tU» large ''ad" and think about moving, especially in a ease of redd^ce property. On this account it is tiie best medimn. 32 ABVEETISING EEAL ISTATl Manhattan Beach (New York) Hie most beautifiil and desirable loca- tioii oa die Nortb Atkiitic coMt now Opened to Builders of Summer Homes For y«m tin bMiinif loMBd and finely dtvaloped propmtf, less tbaa aiatw mnutu hvm tte ^hrart nifhmYmk, hm llMa. i«- iwded St dw hmt hmdm k Ammm §or UBiMlioffn, hutum. Its •plmidid totals, twt^ wad m ImM ■■ist of uiisiiriMssed water fnal^ 'fmbsdriataiMl nmgaifioent board iwiltjiro INwrfal-iMnoiis.. Every^ for. the MaUiilliad of aa cudn- sive niidmiial aohmy and llie iiMRi biiiMaiii plols aa a culiiiiaii» lita «f alsbamsk ^^,^1 Maaiattaa Beaah is jost lar enough from New Yoric to be entirely removed from the ciiy aanrirasnBettt and yet witUn eaqr raach. It iaa hacvfeeo die Al^ lutio Ooeaa and picturesque ^MMpiheadlh^ as* ilB broad botdavaida and streets ■ra UMoadainixed and lined widi iranoliiyo walks. It has a oom- lilete seweralt cirtiaaii, waiar and gas, eleeirie Ggbl, lelephooe and .9Mi fw Mr kmkt wkMi to fc wU Mly illwtr»to4 mi ghmi mmmpIm* is- ■MHliM. It ntMm tbm nraAlt hvt Mntibk rwtrictioM •rhich make • iMiihiilf iitfi alMa pn^mttr—iu ne t m om, but pmimisf to HANHATTAN BEAGH iSTATBS ^ •yi*><^ 'W. .«='*»..* «>^«-»#i to mA m mtim ctojl hnftrs; attnal- AN ADVEBTISING CAMFAiaN 33 M newspaper adyertasements, as on sign boards^ it is best not to state too many facts. An opening skonld be left for tbe reader to come to tbe dealer and make inqniries about property, for the inquiry is the first step to real business. It is a usual custom to have all inquiries eutered in what is knovm as a customer's register. They have been inspired by any one of the advertising methods outlined or through the work of solicitors. In every case all possible Information in regard to the wants of the customer is entered upon this register. His full name, business and home ad- dress, date of inquiry, as well is the name of the solicitor registering his wants, what class of property, and any other data which may be of use to the solieitor in closing the deal. This data is kept for future ref- erences, arranged and indexed alphabetically. The inquiry may be insignificant and may not lead to imme- diate returns, but the information gained often results in the consummation of a deal years afterward. The Power Behind OELLING is the motive power of the ^ vast and intricate business machine. Upon its weakness or its strength de- Snds the amount of business it creates, e amount it sustains. Every pound of power that is added means more sales, more profits, more ; dollars. Fill vour place. Expand. Push. Be one hundred per cent energy. CHAFTEB V How to Advertise Suburban'Property In the exploiting of suburban property, more than in any otlier branch of the business, real estate adver- Iking has shown a degree of enterprise and originality m a par with that which eharaeterizes the publicity methods of some other lines of trade. In general, real estate advertising has been slow of development, and while it has become one of the greatest space consum- ers, in style it has remained monotonously common- place. Suburbm Property Easy In Sell Because It Satisfies a Generd Demand Suburban publicity is the one notable exception. The reason Is not difficult to discover, for good sub- urban property is nniinestionably one of the most attractive of real estate offerings, often subject to large and rapid increase in value. No other kind of real estate holdings offer so great an opportunity for attrac- tive presentation to the public, and as a result no other Mud of property has been so ^[tmsively and proittlily ioM Hifongi cimrly condnetii advortisliii iiiDp ADVERTISING SUBURBAN PROPERTY 36 The primary and chief advantage of suburban prop- erty as a sellinir nroposition is that it satisfies a double and very general demand. The average man wants two things,— a safe and profitable place of in/estmenl for his savings, and a pleasant and conveniently located home. The suburban lot fulfills both these desires. In offering any new suburban property to the pub- lic, these two points— the desirability of the land as an investment proposition and as a residence location-^ wiU carry the principal emphads, and upon the advant- ages of his property in these two respects the agent will base his advertising campaigns and his selling talk. The first of these two selling points can be best pre- sented by giving in clear and forceful form facts and figures idiowing how nearby or similar property has enormously increased in value. Any large city, ICHig established, has its own such instances in plenty. New York's story of suburban values reads like a fairy tale. For instance, a New York man bought not long ago for $70,000 a lot which his grandfather sold in 1853 for $156. Another lot, opposite Central Park, was sold in 1850 for $500. In 1901 it brought a f riee whidi showed an increase in value of $500 every sixty days during the fifty-one years. Such concrete cases as these are sufficient of them- selves to set a prospective investor seriously thinking. Used to back up arguments and prophecies for new land they drive the clinching nail in many a man's decision. Into the second selling point, the desirability of the property as a residence location, enter a number of elements. Many buyers, of course, purchase their land purely aa an investment, hut the man who buys for a 36 ADVERTISING REAL ESTATE WE WOULD GIVE. $50M0 IN CASH •f A« UalMd States eooM In mom mf be ttade to mflw that tibe greatat offer in real esttte, or probably ever will be made, is embodied in our pnpouk. Ova to acfl « tetla Mew York City with all city improvements for $48a-becatise if the aitnatiM actaaijr Bwlentood. bjr every person in the country there woold not be one toot Of popeilf left tiraBt|>^lMiin after tbiaknoi^^ their attentiaB. We an edQaflota for leiattiaBfMt, wiikdl am iatriMicaay worth $20,000. i^ iato caasideratiOB the three elements which have gone to make up values in New York C of fashioaable districts— distance from the center, transporution facilities, rate of faic The difference is, the $20,000 lot had transportation to it several years igff, and aov iaaW rouaded with houses costiag aa average of from $10,000 to $40,000 jnltco. lAie ow laad, wiiicliliaa«riyiMwiuttieeiiKdfldi iiiqii«««BCiit in traosportatioa. most vaUnBtO the people realise tet these have been secured, and wUil the solidly buUt portions (now so comparatively close to OS) liave reached and enveloped ua, asd actoaUy brought tiie Talacs where tiiey rightf uUy belong. ntaMrmnoas: Lot on corner i^h Stn« aaa -nird Aveooe, New Vntk Cky. worth in iMi. »..soo, wld iailiriiiK of 1901 for $70,000 to Henry Lewto Morrto. His ^randfatlMr aoM h for Stjs in i85> tot on 8^h Street, opposite Central Park, sold in iSso for W in .901 Xmagtu a price that showed U iocrease of Isuo every 60 flays from iSso to 1901. (Authority— fteal Eiute Editor New York S«oJ «ai mmmaim* m «M%a New Vwfc it • •*M^'afMl lilM, m'wmif wiH Ablet It wtrth ttwih ttikt M )■ afrtr Ma «c can ;*«>«« It IT iw ctiK to New York. We «!■ by ts rniM b ifyw will Knd us jroor namr tni Mdirrm. b knot wonh yew wbik^ We aifc nodiioc oTya* CMtrtabtHr tra ptMal. If we wen hi« yoii »«> k gMd car- mm we would far rather ay, mtt lU your name Md we «I1 tead yw ddbUi Ml Mew Ywit 1**- jrt ftnirif b t|liiriill| 1-1— Tl 1 , k^-^j .11 1 — ,^ ^ ^ ^ lill w I1 I un it M l if wtM b It have ya« know that «i are honeft, aal Ite My MM* «• IBlki ii iattllMtlAli Mik • litiiM^ eotain dkit wcrcaa 4n Wnoi ca(eihcf. «tcadlaf400itclfar$10A>waaad|» per oMMk Tbb cwibt • M Immm, a gMMni kKM lidk'* "ig""* * ** **** ^ ** * Iktdbitaai^^d. hifMtwMaii^ |Mr mm WOOD, HjfRMON^ CO..^^X^Zlfv^ well sulmlmimifAmii'etia of futuit values of stabnrlMa ptopatj wen pit. ADVERTISING SUBURBAN PROPERTY 37 Jdome must first be educated to the advantages of tlie property for residence purposes. He must be cunviaeed tbat bis certain lot will ba^e desirable surroundings, and tbat it is eonTeniently within reach of the busiaess district. One of the most effective ways of presenting the latter point in adver- tisements is by means of a small map bearing concen- tric one mile circles extending outward from a central down-town point. Often this will show the new prop- erty to be no further distant from the heart of the city than many familiar places considered as easily access- ible. Probably no concern in America has achieved so great success in the marketing of suburban proper^ as Wood Harmon & Co. of New York. For yean it has made a specialty of laying out and exploiting for residence purposes undeveloped sections of land in the borough of Brooklyn, conducting its work on so exten- sive a scale that it has almost dictated the directions in which that city should grow. At one time the firm is said to haTe owned 20,000 building lots, valued at Gft a boa* wbrnTrni nrden. ftult and pooltry. lata bave one to Are acraa at MM ta SSOO M>r aw. ^Located Jnat w«at ofWayweai m^Iu- AW Bi> a>n«| opportvnjty to apt a Hn* niece of ■ ■Till i — I -"■^'"""J iw mn m nn» niece or VSSi *mt£l **7*i!l!f^ '«a Take thn mwTisviijiiniiEiiTgs Palos Park We twn (he moet picturesque a.nd attractive 100 acrra anrwhere in the aoburba of Chicago Hlrt hlUa and ravine*, all densely covered with iKrs* oak treee. Cold rannlng .sprlncii of purest wa4er. Fine train aar\ic« with 12 oent fare. Two blocka from two atatkina. Twenty milea out. Beaotlful country honiaa.and reflaad naighbora all antund. Thara la not an aera that la not admirably adapted. Naturally ywi taMjr bar* a ebdea. Caovi In and ezanlaa plat aa« i«t fNe traaaportatlon. Hava vapmantatlva ahow you the proparty. Mca iMvMrncra and upwarda. TERMS TO JSUIT, FREII'K Ella iSAnun ft Ma, 100 Washlngloiiwst. Ti but attractive newspaper advertisements of suburban _ to the lover of quiet and pteaiaat lunoiuidiBSi #19 JLLf ¥ mm I lOliii It WUaJkM JSiv Ilk. km "The A,B,C oFnvESTiBrr ciptea or r|l.( 'Boy wUcrcifee propcrtr mast increase M Tahie," Bad ** ta7 wftere It Is for tbe tailer- cat tf the seller to kare ttat property crow.'* TT wii II 11 HiHtli^lfcCVSR iiiil»ii<«i!wy'llwHM»«<»y«>«l»eTTiiilrj«Fiit»«IBiilil< Pufc B» W> IWH, 1 ka*e rue* (al|M bad ite var.dtc nt follow. Oaa of av "atartan" at ~ aaMldaWl BaateaPaifc ^ wfck aa aaantlaa al afti^aaa attfia^'fifift M Uw iteep. KlhayaMeto vaT.atc nt loiiow. «^ of av -aanan- n ooraaa Park «aa a^idSiOOO dah boaaa-wilh racaptta^ biUiajd aad hafl mMin, aod a fin* bufftt tad bawUac alW^. After I pa* a» av £Te boaaaa ' ' ' I IowmI It iwcajanr to pal ap aaocber haU houlred boaica, bak lia to build at Borauck Park, aad I kiTC alloarcd that propertT,^M . I «o aaack'ifl tha way «f 4tpndBria|L.ai CO to itw tzpcna* oi a laceail u|i»nlia« 01 Boro««h Park (Ikia waa fin and one half rtan avoj lllaa *at ite hiumJiiir baiUfr aaw ti wooU vikki la ia ki a itaatf— wkU a haa doaaj Thiaca hav« crown I da^aet thtak h will ba aacaaaary «• co to itw tzpcna* _ » bald ^.WI.OM dab boaaa ib«fO-bat I will nndrrukt hgk tfMae tbim ' iB«kewara(becaiai<^aU)rivincUttUcilTUta3et«aKh ParL mi thai Ike beat adTcrttaantcBl I caa kave bi ngk Baraack Park aad Bemornfaaru— aad i Ut^-teoack Park ir tfi* aale oi Weitmieatcr 1 _ whea l«p*a my next (ubdia ta ate uKU lo take a trip thioach Wealiniaater Ueichu Park. ■ boy tliese &«ater Ifew Tork balldlnf tots, oow, for ttvm $4«s «Mftlif|iaucaclu« the iastalaieat plaB,at $10 down each sod M or $• ■■H» iiig mm MKitmmimm im* j •nn 1 sii ■ lit iftmi ilni othii CkpttA SSMMHMMMi Cewihiwad Surphm S7SIMHMMia ■uiMi m. Hirnus. PmL. BarMifc Mk Mi JHRauermuoii, TI10 Westnunster Ifaights COm sstfitf WT'V YORK OFFICFS: 277 Bros.dva-a.v. New Vorl^ r> ADVEBTISING SUBURBAN PEOPEBTY 39 front 1300 to (6,000 tmk md to liavo been the second largest taxpayer in BrooMyn* Yet withal that ^e concern has showed exceptional jndgment in the ehoiee and development of its land, practically its entire me- eess may be credited to its effective advertising cam- paigns. So notably exeeUent have been most of the advertisements of this firm that they may well be studied by any promoter of similar property. Direct Adwrtidng (My Successful MHkad 4 BsphiHng Subwrbm Prapcriy Beferring to the methods by which the company has acquired its best results a representative of the firm of Wood, Harmon & €o. says in "Printers Ink": "We are believers in direct advertising. We have a general role of paying a certain fixed commission to our salesmen. Where, however, their sales are made to customers who eome direct to us In response to an advertisement, a certain amount is deducted from their eommissionB. In the cases of some of our most successful advertise- ments, we have saved enough in commissions alone to pay for the cost of its insertion, without reference to the profits we made on the lots themselves. A real estate advertisement, under conditions exists ing in New York, at least, must be full of pulling power. Every advertisement, to be considered sueeesa* ful, must result in a definite number of inquiries or personal visits to the property. When a considerable amount of advertising has been done during the week to induce personal calls on the following Sunday aad that Sunday turns out to be rainy or stormy, all that advertising is eonsidered practically lost. Its general publicity effects are so negligible in quality and in m ABVEETISINa BEAL ESTATE QLEN ELLYN tagteabut'te •hew; wnt^r, m*. electric Ugbt - . BZCKLS •t oar aew Abdlvlikm: tUe laproTenwDt* labtf t» ■hew; wnter, iraei elecr kKOOJT mm i « »>le) f atrMtai ehniMwrr m>4 tree* to be pBlM win add to tie beeaty. Make a eeleetien ngw Mta« the ftoataie^wttii tbe flue old tieee H •11 CDl4> Why coatlnoe te t)8.v blKb taxee m tbe eltr and " CouotT Buhcrtie w h»n tou can locate ioat out- wbert tazea are I«ae tAan batf and do apetrlal Qnoft CouotT Buhcrtie w h»n tou can locate ioat out- •Me wbera tazea are I«ae tAan batf and do apetrlal aeaeaeiBenta and N> able to ft* Into tbe eitj ]q«t aemik'klir? Onl.v flra Kinatea^ walk ttom two Ilnea of Inwportatloa. It'a a lite and moncr-makUtg —iwe l tl OB. and tkf choice tajtroirlmc leea, R. W. ZANDER. Owner; QLEN ELLYN _^^^WBBN TOU ARK jriBKP, . fmOWI^O AWAY MOKR FOlt WS9SX ^ MtjMdude to liv a (oaodatloa fbr ha|i«liM« aiii r«8S*t&?^''"' TOU mr ««* ^^vSttmtB SAWE AS MiKT. E. W. ZANDER, Ownei>, oiM warm. GARY ?»"lji!ir'^? •"-i''* Oertlel* Park addlUon ^ •'•^ '^'•J' "x""* «« the United gf»el Oorporafton. which bM ac- c«pted dry »tTe««a» cement walka. level, no rrtutlnr i^eqalrM). mnd tteea for eMh Abaolutely no rcatrictlonf atUcbed to 231 LOTS AT PRICES RANOntO moK $100 to $575 TKttMS: •» tew*. Uaiid up monthly. Te« per cent 9tt mA. Om-lliird to oma- foOTth iawen tha^ uy «t]itr imtiwrty 1», |Wtt» mn alck mu aot ha» to pay. trhfle yen are out ot wefli roit do mf have to pay. . ' No intc^at: w* dim* am; N» mw: ne pay tltem. If you dealre farther (nformatlon. mftoa and booklets wrltp t . >hr UXITBD STATES Tcb Swnt Tlatbsfct isks Hat* Seirth natbiiA 0«>% Nm^ COUPON ' Jl^jRecM'f MMtafeMT, fUltttltb JIGHT years ago a few brave sotds in New York bousht lots of us io Brooklyn fpr $290 each. They were then in the midst of potato patches, ^o-day they are fvrraoadcd by the most beau* nfid bomes fai tfie Boraoib. Many buyers sold and realized 300. 400 «al $00%i ik SOnMs «K| still hold their property. TWyearsaco we slopped s^ine lots in BraoUyn to wait the coming of Tunnels and Bridges and the real boom, which would equalize all New York vahies within t fivc-oem faie. Tbe Tunnd is competed* the Etevald cars ate gaing ovc/ the bridge in rush hours, twenty-two months will see the completion of tbe new Manhattan Bridge, and stiU the New^York ptAfic is aA^k k Is al- ways the case. A real estate boom seems to carry a veil in front of It. The biggest boom that ever occurred \s[ the history of the World will, withfai the next ten yearst take place in real estate, and marft these wofdib appear fa BlooUyn first of aV. Csn't yoaw It eiMBii«? Will you come in with us at the start? We will seB property this Sprioig cheaper than it .was mr offered be- SoK^ value c^tidered. Yoo aeel oafy t» coaMll yoor broker for positive proof that every bargain we offer is far below ths market prii^e for equally attractive property. We mean to stiriip New York to the Brooklyn lituatfon. We shall have some interesting things to say from time to time^botthe mostinterestingof«llis this: DONT WAIT. Git la Mm the Spr^arrssb. Onr IMends AtverOse 12s ]aiiaJ.Cttcf,aflaii«ariHr€aAeNewYeABw^ Talccnn. hwciit from us in JSM two loU at Oak Occt ior )880l He mU T»48ytlier««wwdiS4flOO. MlBNai«imr.MLV. A remarkably successful advertisement of lots m a new suburb. The idea ■■■led by a sluiring reference of a rival concern. The comer coupon brao^t mattf iwpifiea bnin oat of Iowa pn^ II APVRlCTmTMa BSAIi Bfl TATB tnoiljr for tiiEiiInf ilm slur to tlieir 0Wii pfoit» and tlM m few dnjrs kter ef a graphie adTertisemenl wMeh in point of direct returns was one of the most successful ever devised for the firm. It bore the heading, "A Brooklyn Potato Paleli and What Came of It/' and told in piotiro and in words tho stoiy of the dereloih MDt of iome of BrooMjm% moat ▼ainable properif , where lay the garden patches of a few years previous. Dealing in suburban property, the agent will find, is pretty much a matter of dealing in ''futures," and ho should never forget that in his advertising. Tho iKiiyer wants an Investment— for future profit The probability of fumlshlnf such a profit is the property's best asset; and the agent's best argoment is a wei grounded propheey of future development. The aver- age suburban lot is of itself an unlovely thing. It las none of the selling <|ualities of the farm, the store or the apartment But It has— a fntnre. The more attraetively, foreefuly and effeetlvely that future is prophesied to the prospective buyer through the adver- tfsement, the greater will be the response, the more eertain the sale. Have a Systm I DEAS, like dollars, have bo Take in themselves-it is what they vnW do that gives them worth. Mere imagina- tion will not develop them; a plan is necessaiVt carefully worked out, tested and tiiM—a %8tein. CHAPTER VI How to Advertise City Property In the renting of apartment houses even more than in the selling of undeveloped suburban property the eampaign for business must be an educational one, for here there is no element of investment value to at- tract the possible client. He is guided in his choice of a living apartment almost entirely by the desir- ability of its location. The average person is very mueh prejudiced in regard to certain sections of the eil^ and dreads the thought of moving into a loeaUtf outside of familiar scenes and haunts. Hence when a real estate concern endeavors to exploit an entirely new locality it must overcome prejudices and unfavor- able impressions before it ean hope to get desirable tenants. A significantly sneeessfnl eampaign of this kind was conducted by the American Real Estate Company in filling a number of new apartment houses which it eonstructed in the Bronx. The company entered upon its eampaign by engaging space three eolumna wide and seven inches type in the best New York news^ papers. Radically different from the common-place an- nouneements usually employed when advertising apart- ■tents, tlio mmpmxf presented original and enthusiastic ieeeriptions of Hiek lendenee property illustrated by attraeti¥e pietnres of some of tlie most desirable apart- ■wiils. Beeognising the general impression of long standing that the Bronx was loeated too far from New York's downtown distriet to be a desirable place to mm,, some of the advertisementi bore as a heading ThtreV nO' need to be. Rent a cosy iat in the IBLEWILB (APARTMENT BUILDING), Iffi GENESEE STREET. We furnish light, HEAT, gas range; telephone, ele- vator, janitor and night watchman services. And rents are very reasonable. Several two-room ajpartmen'ts. Inquire of "House Clerk," who has office in the Idle- wild. HOUSE RENTERS! IMIMIdl tJVIXtLa YOU CHOOSSi? W ^wiMhi^M* WIIII^4V''B^ W tBMMlViHIV t long ago we took hold of a building ifty apartments, half empty and in disrepute, got a tenant for every apartment and had a waiting list. We did it largely by conducting an advertising cam- paign aimed at the man in the rented house. A Sfic^ Campaign That Brought Results in FM- ing an Apartment House "We knew that a tenant paying a good rent in a single house could save money by leasing one of our iats and gain conveniences— for we heated and lighted his rooms, furnished city water, telephone, range and janitor services and relieved him of the general worir incidental to the care of a house. But we were aware that people had to be educated in these facts. A man might be living in a house and paying $25 a month rent $100 for coal, $30 light, $15 for city water, $35 for in- cidentals— total $480 a year— besides doing all Ms Rent Money ftm n*vrr t«« •xain. Tht Mine mMwy pftM «• •My lB«t«llnienU on the right klM of. A HOME OP YOUR OWN la HmUnr put h«ek into yourown poclwj. _ WW OCNMCRSOX STANDARD HOIHES • _ . IN OAK PARK. L. . OB KlmwMXl. 64rti. and OuDrt»r»on-«v».. ■rt*jlt| M«dU(>n and Ilarrlivti-itt . arc lh« cUlMS OC M |rc«r«' l«a(1erihlp In ho>ii«vt>ulldlnK. % t9 9 room* comc'.ete and up to date. ____ •OMB READY OP. WILL Bl'U.D TO OXOSB. LARtiR LOTS— PRICKS RIGHT. CASH OR EASY TERUg. ^ Strict rfddtnce re?iriciloB» and no flati". a*: FAKE. Take Garneld Pk. br. Met. " L" towin- iierson-aT. autlon, or Madtton-yt. electric X» Sln- wood.«v. Bimadi oAM oa pranlaea. Open all Amt. All* ft tm ataiMlard boniM left at ..^ . . ■OUTM OAK PARK. llw m. Hwn*-**., 1 room*. Jurnace.* fNm w. Wenonah-«v., « roomi. (team heit. 1IW fk Wenonah-av.. 7 rooma, JTurjiac*. .IWW Mftropolitaa " U" t«> MAHLB-AV. fa- tten. Bniiich offlcf. H«rrl*oo-«t. and Wenonah-«v, OPBN ALL DAY SUNDAY. S. T- OUNDERSON & SONS HOME BUILDERS Main offlce. rhnmber of Conimerre BulMlnif K««- hook of Ciird'rson Hoinci inellfl fre« THE tlULBBRT Houses OAK PARK i.m TO t ^AN BASIL' Rnunet of unaatial (ivalltr mi lota of unuFual depth with itreeti of un» umial width. In iocatiion* of u»n>u« ^ _ THAKSPORTATION". . . .Oklflald TutV brand) of MrlropoliUfl El*««t«« to Oak Park -a v.. walk two block* wcet; Lake-aC 0««§Md to Md or liM. walk mm block cMt. turn THOMAS H. HULBBIO; tftrt OmCB. 6 MADISON-tT. ' tuo conceras advertised a new feaideiice section in iriiich flats were bamiL iBving cf aat noaey, CBsy payments andtaanipoiutiai iacB- iUtt MM toe flBp iM H i « l pi^Bli 48 JkBYM&TWNQ BHAIi BSTAf B 0V1I work, and giii iio would lioiitate a long wMle bo- f ©TO paying HO for one of our lata wliero wo fnraialiodl tlioae necessities and the work— xmless he were led to aifne the matter out That we started to do bj run- ning a series of short displajr ad% of whioh aaaplaa aro ahown in this ehapler. '^Theao terao annonnoemonta got people thinking— to their own and also onr heneit They came to look our apartments over. The apartments had been some- what neglected before we got them and were conse- quently in bad condition; but we agreed to fix up an apartment to suit a tenant In some inataneea wa repaired and repainted the entire Ito rooma and alcove of a suite. That may seem extreme to moat managers, hut we had two reasons for so doing — the apartments needed the attention and we were getting good tenants. " We did our best to show people we were going to eondnct a irst-elaas building and render the beat of aervicea possible. We found that our efforts bore fruit .People responded:' We did Hil by one family, and the news spread. We cut down on unnecessary expenditures and put the money into betterments. Our efforts were not for immediate profits^ but immediate satisfaetion and efieiency and uHimate proita. We might have secured more money, but must have forced lie building further on the decline." The Fatal "Forgot" THE grave of »any an embryo en- A terpriseistheinind tliat **coiiM]iiit rcmcnubcr.*' Part III HOW TO SELL REAL ESTATE WTM COCJtL »CaLCM waHMMVuamuar IxrUMTINC — MAPiJINTCCIIiift «>ooo 'Aim HKHOMC •met •rtCMi^TlONS TO •MANCN Omctft ^ ^tfSIrfifS^tK showing the most effecUve means mwmmm •ach kind on the market, the argumentB uaed and tlie^ steps in the sale under each divfaiim Selling— the Vital Factor Every mail who is thrilled with the spirit of the age» who has been touched with the hope of success, is ambitious to expand, to widen the boiindaries of his business. And he recogniics that this attainment will depend primarily upon his ability to sell. The farmer must sell his crops, the lawyer his services, the merchant his goods. No less upon the selling element depends of the dealer in land. He must have as a basis for his transac- tions a thorough knowledge of his work, but he can never neglect the eternal im- portance of ^thejaale itself. Property, prospects, eUents, recoids are the bone and sinew of his prosperity, but sellinie is the lifeblood of his business. •Tin CHAPTEE Vn How to Sell Farm Property BY O. STAUFFBR Of KeMier Ss Stauger Beal estate agents on entering the farm property field soon learn that the farmer is a different man to handle than the ordinaiy city elient Im the first place, it will be necessary to demonstrate to his satisfaction tliat the dealer has a record for fairness and honesty, lor onlj this will inspire confidence on his part. When farmers have property which they wish to dispose of or when they are desirous of baying new land they will almost invariably go to a local agent whom they have known personally for a great many years« For this reason it pays any real estate dealer who expects to do extensive business in rural property to get on the best possible terms with all the farmers in his territory and show them in every possible way that anything he undertakes with them will be eon- dueted in a strietly fair and honest manner. A very large portion of the farm property which the agent lists to sell he must depend on learning of through personal solicitation or through his personal acquaintance in the community. Once he has become il oilml>lislied as to standing and inte^ty his rural friends will come to hi^ with their business when they wish either to buy or sell. He must be constantly on the alert for possible transactions, however, and by Imping In dose toneh with these aeqnamtaneea eaa eHen sng gesi and pnt through an exehange or itle with proit to hinseli Direet advertising, soliciting property to handle is seldom employed, although it is well to carzy a small general advertisment in the loeal papeis. Tw Classgs of Buyers of Pmrm Property and Horn to Reach Them Buyers of farm property in general are of two elaases : First, town or city people who wish to buy a farm, either to move onto themselves, or to place a tenant (MCI so tllat they can secure the benefit of its products. Second, farmers who wish to acquire additional prop- erty to cultivate, or who wish, for some partieultr feason, to change their location. The city prospect must be reached almost entirely through advertising in city daily papers. Display ad- vertisements in the classified section, especially in the Sunday issue, are no doubt the most satisfactory and if the land ia deaerilied and offered in an attractive manner the pnhMeity is sure to bring results in mai inquiries for further Information. These Inquiiies are, of course, what the agent wants, as it then gives him an opportunity to present to the prospect not only a i^ific piece of property, but his whole list of available farms. A very considermMe ah»re of the farm property sold at pnveni to ei%r hnyem is handled through real SMiMHe FAEM FBOPSETY 08 estate concerns having both a cily office and a local representative in the district where desirable farm property is for sale. Business is best secured in tliig way through the co-operation of some city firm having an extensive list of possible buyers, and the real estate agents in country towns who, through years of red- denee, have become intimately acquainted with the WITH AN ANNUAL INCOME ON THE MISSISSIPPI DELTA-LOWER LOUISIANA. Ricfitst Land in the World Three crops a y«ar on {lie same land.- If you are interested In f»n honest, legitimate land propoel- tton, -where you are getting a square deal, write to the Tcrrcboimc lovcstmcQt Co. 77 Jackson-blvd., Chicago. CHOICE BARGAIN. WONDERFUL OPPORTUNITY. IN THE NEVADA VALLEY. Most Productive Soil in the World, Delightful Climate. •1ft PER ACRE, EASY TERMS. -•••iffii"!!* •Hf»-?i^«»'*'«" «»»• S-^'ffly?''*''' wnMt»ll<>n trill b* at I ■•r to abow landa ami lota w*I«oaM one and all. Bei ■tottotk* of tb« inHMint o U Mw aad (took w* ■Ma aM •toralas rSBB. In« Lake all Son- SkiiPB Gntnl Paik Gb. VoorCii noor, 1 1 8 Dearbom-st., CHICAGO. B. H. HELLEN, Manager. v>hones: Cent. 8287, Auto. 6208. p. «-w* aa aet sail br Svada* tea* ar Mi M YOU CAN SCCURB A Home in the Blue Grass Country The Clover Belt of Northern Wisconsin From (S to an arrr. ami thff will anon M wurib iliMitii^. rbl» U tD>> rtit urrr biM)« kiHiwH •* tbo rlotvr llt, ainl la ia« a laa r nam a T»ar af Cka Umrtl rtorar sratra or Utm vw m mg M x laf i * M ikr acrv -4 tb« McbMl .faalttr .ir Kataaa ralard. It will rata* all varMlM af aaall It* and on-banls. if piapvrtj fe> arai m twl. Tbc aoll waa panat^ upun hr ikal ^ailacM mt^ tborttr. Mr. A. l>. \ValU<«. "a mm «r lb* •4U«r of Wallu^'a l-arni^r." blainrlf aa awarr of a farm In tbr rioTrr lM>lt ami a ■•prrUlla'l mm aartmlturul matirr*. lie ban rarcfull>> aicdM lb* ro::dltlo«i« Of aoll aotl rllDiatir conOltknn aad «»t.i. "The aoll of tb« (Tpiral cnt-orir re«nitr po«a»R»»» c«t- talii rbaractrrlkfiin which otbrr Mil dors not poaaraa, baTlnit llltl* diatlnrtlon bvlvafa toll and (Dbaoil, It bPiiiB lOr (aoM rbararin- a anmticr of trrt doa-a and la panlralarlr aallaMa tor atark ratalnc Th« rharactnr tt Hy.a^pj aaaaf |> HMf dralnan* In «*t aiattat SM iMMa MMfi* K lk£_dqr apaaoaa." na aatural wealth af tba laad faa ke qnlrtir t— tiama lata caab. aarb aa pal* woad for iha pavar alUa. kard wood tor wrtm t; Malaek kark far ifea to— ny . atr., mat tm$ m nmtg la toa aaar-ltir Httaa. Tor track farailnK tha laad la Maal. raMmc abnndant erope of amall «rc^taMM whirh »rr> rrninj aoM at irood pricca to lb« daalara In tiia Mc cUlea. Aa an tr.Trstment tbrae landa are wortbr tlw ceoalderatloa of anyon*. Ibrj are rvmarkiMo bar- jrnin* now, aod onder rnltWatton will produre a llfvlons dlTldcDd. It la a parlna InTevlmrot. and aa tka aaarlr a( rhaaa Unida wrll leeaied la llo^ SMkaS^M&^*Vw'lSSSMl£*''' * Writs sr can upon us for free literature, maps, etc. SPECIAL EXCUIUsIONS ETKBY WEEK. NORTHERN BLUE GRAS& LARDCa T«o csaiBiilct of eSrctive adwrtising of fann iaads to city readers. One leatines m •feoilkni to the lite of the land for prospective buyers, the oth- r presealBll' tiactivdy the ad\aataiea of the land for agricultural purpoaea Ismi In mincl. He wvites to an agent in dosiien telling him that is wants to bny a farm of, say 160 acres, not more than two miles from town and that he is willing to pay $5,000. The agent looks np his list of available farms, bnt may find that he has at the time nothing suited to his prospeet's requirements. He does know, however, of a Mmber of farms within two miles from Qoshen wliiftli would i>e irefy iftHilBetoiy, but tbey m not for sale. He goes to the owner of one of these farms and asks him how much he will take for the property. To be sure, the farm has not been oifered for sale, but almost any farmer has some priee on his land whioh Ite would aeoopt Tiiis §gmm tie agent tries to leaim» telling the farmer tliat a prospeetiTe hnyer is Tsry anzioufl to obtain the land. By naMng a farmer in this position a good offer the agent is frequently able to close a sale, bringing the farmer a good price for his land and the agent him- self a liberal commission. In addition, the way ii opened for another transaetion, for at the same time the agent has in the farmer a prospeetiw purehaier of another farm and he immediately suggests to him some desirable property that he can purchase imme- diately, possibly at a smaller figure than the one he has just reeeived for the farm he has sold. Possibly h» may mm seU the farmer land in some other stale or la some newly developed part of the eonntvy. The Fires of Business OBSTACLES are tbe steppii]|p stones ^ to siicress. In the oieimstry of Don't flinch — ^however fierce the fire. Only the scorch of the flame can harden the steel for its work-*-can fashion the man for the fesponsibilities and prob- lems, the mcamm mA mwrnSs of 'Dimness* CHAPTER Vm How to Exploit and Sell a Subdivision BY F. F. WUUAMSON There are two general methods by which the real estate dealer or owner can mlize on Taesnt city lots In large tracts of land. The method wMeh was em. ployed exclusively a few years ago and is saecessfnlly conducted by a number of big city firms still is to sell the lots singly without improvements on a contract. This method came to be known as the "Tent and Brass Band Method" and is not so effective as for- merly. It was so called because the dealer usually held an auction sale under a tent aiid drummed up trade by various entertainment features. He thus secured a crowd at the time of the auction and sold the lots off when the enthusiasm of the people was at ''white heat." This method is employed most suecessfoUy in speenlative times, when the buyer is willing to inyest in a lot and hold it for a rise, or to buy on a contraet and wait for several years before building a home. Today what the buyer wants is an immediate home. And this faet accounts for the ohange in the method of Silling. The dealer owning a tract of land wholly within an adjoinmg large city and wishing to open it 5f ' IMiIilMe EEAIi WTATE vp Idr seltleiiiasl. In % great majority of oasea improfw il beloro offering it for aale. Improrements include laying ont tlie addition into streets and avenues and even going so far as to install little parka at times; in eitiea streets are paved with macadam, a wide emb and eem^i waUu are put in; tie lawna art improved and a large nnmlMr of trees are set out Hie nature of the bnidings on the land depends upon the siae of the town in which the addition is sit- uated. In a small town a dealer puts up a nuraber of amall cottages, one on each regulation sized lot, but aU uniform in eonstruction. In a large eity a dealer ««t8 a row of iata, Joining and of the same eonstruo- Mon. Contraetora ignre that they ean build a number of houses if of uniform construction at about forty per o«nt cheaper apiece than they can to build the same number of houses singly for different men, each of whom would have his own ideaa aa to the style of h^nae. Hie houaea are put i^ in large numbers, for the buyer wants something which he can immediately use aa a home. He will not buy a vacant lot; he haa no time to build for himself, but prefers to buy his home oomplete. Thus the putting of improvements of this Mnd on the lots enaMea the dealer to sell them readily, fii a eity all modem improvementa are put Into these hoinet, sneh aa waterworks, sewerage, gas and elec- tricity. In a small town cottages are buUt for one family, but in the city they are buit two and a half ■tories high usually. The first story ean be uaed m a fcl and the seeond atory, with the upper fioor, ean be liid ■• •'regular dwelling house. Thus real estate §tam ean hold out aa an argument in favor of buying fact that the purchaser ean live with hia lkmi]y BXPLOmNe A SUBDIVISION in part of the house and rent the remainder for enough to make a good monthly payment on his place. Easy Pmymmi Basis m Wkkh Improved Lots Ate Sold The improvement of city lots on this wholesale scale requires a considerable investment of money by a real estate firm, hence the method used in the sale of the lota is important. This can best be illustrated by taking a concrete case. Say, for instance, that the real estate firm considers that the lot with the improvement on it when built should bring $4,500. Then the dealer, if he has not the ready cash, or in some cases whether he has or not, puts a Men of about 33 1-3 per cent of this value upon the house and lot. This bmrowed mcmej he uses ais part of the capital for building the house. It is found that buyers nowadays prefer to make a con- siderable payment down when they buy a home. The house and lot is sold with the lien of 33 1-3 per cent of its value upon it to the purchaser. But of course the purchaser in most all cases buys on a contract and haa an additional mortgage on the properly. Thus we may suppose he buys the property for $4,500. He pays $500 down in cash; he assumes the lien of $1,500; this leaves him owing the real estate dealer $2,500, which he pays in monthly installmenta. He is usually given five years in which to pay these monthly inatall- ments and receives his deed at the end of that time. Aeeording to these figures the amount to be paid, ex- clusive of the original lien, is $2,500, which, divided into monthly payments extended over a period of five years, amounts to about $40 a month. If he makes no default in the payment, he pays up the second lien and raeeivea his deed at the end of the five-year period. 10 Hi© original lien of $1,500 pUeed m m property hj fie iaal«F and tafoniod hj tlie pmliaaer is made oH in Mmk m vaj Ibat il onlj oomet dne at the azpiralioii of tliia i¥a joara. Tims, as soon as the purchaser finished his monthly payments he obtains the deed td the place with the $1,500 mortgage upon it. This is due about the time of the last payment, but as the plaee is assumed to be worth $^500 he can easily ob- tain the money to get an extension on the time of the morgage if he so desires. HoWy as to the manner in which the dealer attracts the aitlntion of the public to the property when im- proved. In cities the real estate dealer fits up one of the houses— the most attractive one, situated on the comer— and furnishes it like a modem house. Hero it establishes a branch office. Then when prospectiTe CQStomm come to look at any one of the houses Ihey can Inspect this one and get an idea of how it looks when made into a homa Control Your Energy 'P'NERGY— harnessed, it is the mas- ^ ter producer; undirected, the feeder df scrap heaps. Eneiipr has developed continents, ere- ated industries, built businesses, made the powers of men — ^but only when controlled, guided, directed. Harness your energy with common sense. Guide it with a system. That is the formula for getting results. CHAPTER IX How to Sell Real Estate by^Mail Mail order selling of real estate has now come to he an estahlished feature of the business. It is a dtfreiopment of the last tm or a dozen years, hut in that time it has found such advancement in methods both of reaching clients and of closing transactions, that property aggregating millions in value are now sold eaeh year to customers many miles away. There are two widely different methods of selling real estate by mail One is the system of selling land owned or controlled by the real estate dealer direct to a distant client. Most of the property handled in this way is undeveloped western land or city suburban lots. The other mail selling method is that used by con- cerns having representatives located in aU parts of the country, the firm acting as a clearing house for any property placed in its hands, selling it through the triple force of advertising, correspondence and the per- sonal solicitation of its authorized agents. It is through the irst of these methods that the great- est volume of business is now condnisted, and this has very largely been built up through extensive advertis- ing campaigns. Some means of reaching and appealing 61 ^ 'ESiMMMQ BMMj ESTATE RUSSELL SAGE'S ADVICE. ^ ^YmtmMmik Buy New York Real Estate,^ MM iMtk Willi Horace Greeley's aphorism—" Young man, go West. " m^lJ^£X,^uVSSJ%^, ■ ^ " " «"o»»>er maxim of which fm ^^^^^^itjo..,.n^^ H RFVNOT P S* BOROUGH PARK alii* ti'iKS^^.'T?^"!''^'''' **''*<'" ''«'Jord«r to H.J. Monk. Jr.. Em.. e4 MobUi Ala llw en» 1>^m. ^?*" '■.^ujlty room lo qocMiM tlui Mr. j„ 1 ^ ^?nn!\iAi?rtfi rim Z y.'ST!! li»oH>SCtl»« noU saMit improremtBU. ii u u ccruin u aiiyiiS ^SMmStTML 1^ •* tiM new laptd aauit tuonel u ia unvrcn umler Um »iicr bctwacotheBmSrM ■■ frfTS^kll'?^! j*?!!?^ "* «•>«' "he^yo" visit'u. you an «e th« hunrfrrrf. of I , iWint^ and imwOTe- — »t»« OMief CO«pan>e« tell you m Ihc.r f\ow:ug pro;-;>«;u .e. ihty j.^.- goin^ ^ « a unproTe- ■CS^hjLSj&If S!!3tt»*£?iSSi?l^^ prooi^ but . tract on .hich o«er TM ItMikM. IM ■B*r« b«IMIii«t ■^■wiM.^— .w. T5l3Lt"~ *• «^ •rSM!S^ ^SLhJT.* ••'^ A tmrnaty-ta wmmxt»; no change of can, tmt m Aw OMb An. ■ tS? ImayttS^SLjTTS 'i^' i^ ,^ ' '"y '« or l^ off" of free ^Iw, I \WL fk itmut* momii par k company, 7n nr^n^^,*^, v..i, i^fy I iM. •i%titip«BM ite in a nimiw|p which ataitHi aai ' imtemd a SELLING REAL ESTATE BY MAIL 68 to the man with money to invest is naturally the first requisite for selling by mail so high-priced an article as a piece of property. This must be effected through a Glass of advertising which indicates by its contents, its eomiHtltion and the medium which carries it that 11 is the reliable proposition of a reliable concern. Standard magazines are undoubtedly the best mediums, for in addition to helping the cause of the advertiser by usually guaranteeing his integrity, they reach the greatest class of desirable readers. Best Methods of Reaching the Man with Money to Invest Blany of the best prospects for maE transactions, the long distance dealer will find, are located in country villages and on farms. They have a thousand dollars or so which they have held in the bank drawing a meagre interest for years possibly, waiting for some investment of certain profit. They have a vague idea of the fabulous values of city realty, hut never have they made a definite move to seek an investment simply because the investment has never come to them. Here is the opportunity for the exploiter of the suburb. But he must appeal to his prospect in two ways,— first by educating him to the possibilities of increase which city property affords. Little concrete instances of marvelous profits go far in this respect They have a wonderfully irresistible pulling power that the man with an eye out for investment can seldom pun by. He wants at least to learn more of any oppor- tmity whieb offers bim a similar patb to fortune. For instance, a well known dealer not long ago launched a campaign for selling Chicago real estate by mail The following appeared in the first advertisement: illUiINQ BBMi ESTATB "Back in 1839, when rabbiMmntiiif was exceUmt in the brush on the lake front south of Yan Bnven itreet) and the postmaster knew ereiybodj bjr his int Baut, Br. SjlTester WMlard pud out |327 in eold eaah V^B ^pJI tLhovLt that real estate you rr c hJCUp ii^ye been trying to sell for years? We can find a purchaser, or sell any other kind of property you may have to offer. We handle real estate of any kind, anywhere, and can sell as easily in Maine as in California. We have a thorough knowledge of realty values — our services are at your disposal . P_ROPERTY S Perhaps you have been looking SS /A for a farm, ranch, city realty, a II /iny summer home, a hotel or a factory. If n yow wish to buy property of any kind iclfl —tell us what you want and where you want it We will find it for you and buy it at a price that will please you. of the W€ win iiiiiljr siipply detailed information ro anyone tntvtslcall tilfingor selling realty of any description. Bianlu for buying or selling properry may be had on afililicatiaii to this office Send lor a coiDDUmeniary copf Of iwr vftloaUtt book Of Jiltmi pn^^ aJIHieS RDEUTY REALTY SYNIMCATE 4i0 IqwiteUe Building Balti'mo Bait imore, Md. •ivertiBiieiit uaed by one daas of maM mdm *^f« i»rltt lolicil* ■IB prapcity to bandle in any put of tbe country for lot 8 in Mook M of the Fort Dearborn addition. People wondered what had eome over the physician, and it is handed down that the transaction shattered the faith of a number of his patients who iffored tkst SVT.T.TMH WAT. 1i*fi|(PA'^TO HIT IffATT. ttK sneh a reekless investment didn't speak well for any man's ability. "The doctor held the property for three years and then sold it to Erastus Cole at a good profit. The property changed hands several more times, and, in 1876, was purchased by Marshall Meld for $191,000. The lot is now the site of part of Mandel Brothers' great store and would probably command a purchase price in the millions. "During the past ten years (since you visited the World's Fair) Chicago has doubled in population— grown from a little more than one million inhabitanta to more than two million. Chicago is growing five times as fast as London, six times as fast as Paris, four times as fast as Philadelphia, more than twice as fast as any other great city in the world except New York, and nearly twiee as fast as New York. Just think of itl Better read this paragraph several times— earefolly. "Now, here is the important part of this story for you. You have a very exceptional opportunity to make money just as thousands of other people have done — by investing in real estate that is sure to rapidly increase in value fbr a long time to come. Here's another important consideration too— it will cost you only $10 a month to take advantage of this opportunty. W course, you can afford it. "Fill out, tear off and mail to me the coupon on this page if you want to know how to secure a lot in the best industrial suburb of Chicago at a remarkably low price and on the easiest kind of terms." Here was only an old, old story of a fabulous increase in property values, but in the mind of the man who read that advertisement as he sat by the evening lamp in some Iowa village, it created a new impression. He SELLINO BEAL BSTATE D BUY GREATER PITTSBURfiU REALTY Hit City of MoKeesport is tbe hMurt of the Pittsburgh industrial distriet— tlM Kreateet manufacturing orator in tin worid— and ARLINGTON h M» dwicest residence section . WMiiil a nKiius of five niila of AR.UNGTON ( see Hlus- tration above) are manufacturing ptems pyiilg out to woricnMn ever $l94MNIOiMMI • Ymmr. No other district of similar si« !• OM WKldcaii agp—ci 'H W a 'wat^pa y laf CHIIW. McKMsport never knows hard times. BrTT«Mii« r-u B » Ai ■wv master, says. Buy real estnte. H. C. l-rick, PITT5DVR.OH tCKAI^TT Pittsburgh's greatest financier, ha$ himsdf made millions of dollars in real estate in the Pittsburgh district And the opportunities of the future are greater even than those of the past. AK.IJNGTON beautifully located, within five minutes of McKeesport— only thirty minutes from Pittsburgh City HalJ— and four to ten minutes from the West- inghouse works at East n^^M^ and Wilmcrdbig, and other milts and ^tories, enptoylng upwards of one hundraitlMMii MB. It liafcity aty improvements. Streets and avenues are wide, and lots raace from thirty to sixty feet front. It Is a high- daas residence district— yet owiof to the fact that it has been bought and improved by capital- iit» wtwae sb iKt i» to reaias pcowotiy on their invcsttwiit. rather than make large proms, it li oomd at piicaa (fiat ylaoa it absolutely at the bead of the real csUte opportunities ofihe'ycar. It it ml a sp ec iiia Moo. but a soHd iavcstatnt which cannot fail to bring large returns. •m gcriippc aMV IfW balaiiflecanbepaidatf«to>ioa month. No taxes or Inters tm^K MJm^ AWf Ull citiint iijjo6-j lb endd6co^ cash, h is tht opportu* idly tf a IfMlnMio^^Meta FNtsbnfglh's a^owkfful piMpnfty. ^^^I^^J^I^^^^^^ 1ASC5. Of the 700 people, ts wboM we mM toU. 360 have vi.»UeJ Ntw Y ork at oar expense. One atked lor W» ■•■■y hack md got M. 72 persona confirmed their originaJ purchafes, and a^lBOTMMd tMr Mitagi to an aggregale ol $200,000; the most aarveloua itam^ tt aMMMABtlM avar givea a commercial houae. A letter to us will give r— tttttr — M . doMhtleaa mmtt to yawr own locality. We sub|o«n Jitat a lew mN ol MaVMVl aivrMtotlva tottefs raccivad from Mall Order Custoaor*. Many ky Mi totMMqr, wiabt iratyouonapplkathM. Anyolthea* •taily — n ryoar Inqiilrtea If you encloae a 2«eat stamp. Wilket. low», Nov. 30, t9Dl. * Co.. Sew V ■IMMla'ltBlby ' I lisl.1 Ml enicfyl mgma Ito Wad trestmrm I md^cd « aflot aa mtf laccni is N;» Vgife. ttal ••• Isilln aad |«»le<«m lailnA *(eUeafMiAair<«»hM *» » lilMM M » «min a ■l a w K i mi taUmi pititm af Hmklj-m. I imii i» iMi tuM by In ii laliis !<• Prmiscvl p»rk. >te MMlnt ta U i i m l >i.i mm the access to tlie Imi^Ims psn* ol Mtw Y,irk and Htooklvn. the ide^l ^oA uniform tMV> Ia *: >f tS* f-iuie \iic. I'ld the i«i;m>v(.-nt of Mclv t found the fact^ mk^ >^tM-tctot% thaa • at aatkipalMt by resdine the adveftisclMsl. I wM iiMicg thaa Tk — aJ ^Uh ihe iaii itiaiat, sad cske Uili opporitmity rociprvt« my enninde •kac y«« made Mch a iimlnw proftaMCioa p«»- siMe. I lUM lavsMed la K.ixal tMtikUne aad tsaa naociations. kan intutrd in a awabec et dMfafeat la wras ca coflnpaBie<., have rairckased •Cal Ctlaic In difcnal rlr^ifahk l.x:.ilill<:l, bat I t sa iMer mr la«eanneat ia Ri«<>y itwe bnt In- ttniaffinl aod the beat liuwraacc I mtc ever made. TliaaMiif ysatbrfow coafWsaslfTStnxiii. and MMf tee aqr way clcsf tn make ' ' I si aa caely dau • Rii^b). Rut ihii lime I wanted to tea Ihe lalsand aarroundia^t «tihou( aa agent, foe I fc sta d Ikaf «Ml aa acent of the hm, coiidiiloM ■t a wMa waa raa I am. jrawa tiwy. h htm arc mjV.o^' lit ffi «aattfyiag tte i>fo|xrty. I ikh liaStia^M^^^Sa'^S C. r. MOORS. Ttoa t Itofk Ttaa • Man e SufN. of PubHc Vhoola. HaMtMMidaa. Pa.. Hmt iS. asai. *Ca..Nc«YsA - _ - la loo xl^wHi^ colon. But I •aa rkl i wa il mm the f^|in»emeUa. SmI oa ceaiae baiM I ia«eMed la eMa aMrc Ms maklac laalac lata ia all pweSaHd hy las. w«>d, Hatmoa * Co. in my ndaiallea aie «tMily rtlUble. and ptwcteataf kta of Umb b a •afrand prcStable kuratOneal. ■ Vou auiy a>e tl l< (or poblicailoa If too cm*' iMtrliafany ealoe, bai I ha«e •r«ra k linpiy "JOy bonaat opiaion In rrpard to yoof rly. KIMBF.R CLEAVER. iHipt. of Fabhc : i»l k l a a« «ia a » aioa:; this line to my tatlilbctioa. I «tule to kKation and wiihia thirty ■■ j l f W - wmt- f"'ai ■ •Qa. i ijm Oil iadi' aaptMNi h 'laaalhai k iil a tM a m . *»iaa a aaii.lpi»«hasa* lata aad oWiad tiism. I ikca ine> that •SsWOlyNaKlrOlirtr" 0«ce of L. \Kl In^ur^iNce Adjwktcr. ^ . Ironloo. O.. No». 3P. N»t traSM Waod. Ha. aon i Co., New Voek. Cea"«"'sa I •o«M like w aaa a anad i_ CanHag my opinlaa «f Ragtar. 1 iMMt Ito |>l.'>ce in SciKemtce last, aad Itmt iaBSBd won ilua I eaoecied. TW dhtHCt to* Kdv ' tide of City Hall in New Yoik. I at bnafkt two loti. Retuenlns houie. tliink' has abaal tia lot*, after M«y. In fact. I tiKHighl M well of Uic ^acr ihil I Hdar Mn bayamkMhil. The iaaaiaace mooaaalmaJs^Haaatoai hi tkepttipouclon. Vaaia tntly, • t. WILLIAMS.' * FREE TRIP TO NEW YORK ■ vr Mt^TT 1 viyiw chh-ta to wKf y— to cm> ^M«*y » rap « Tty aa« mit Swm dSr m t i f i wm ii caalaf tfeatofaaa yaarMMftaw: to tiMaa tvtof to Myaa viait hay. we vIM cradH caat propartlon equal to roaad^rlp Ckicar* tl As a giMranta* M gaad toHh. we agree with aH | II CMk tke cagt •! ll i ll M to ff tolillBiiiii H a U ia; ar to caae you ' tfcaa C kl c ata. wa wto pay that Hvtof Eaataf ttoNcw York REMEMBER OUR OFFER S,Ty',!5'%rr.:;.''tt cxpiraliosi cd tba yav im. tkia S4M lot 6 aa* worth «S7*-^ 20 per cent. Ii 96 per asonth unlH paM tor. aublect to the ' followtoc tova paid as with 6 per fsm't tkit nidem* iiffficirHtly c«"vimtimg /• Im/mci <« Ut, mn SELLING ^t: K V FASTywt wHt mr Ua: WOOD, BARMON & CO, MPT. «P3," JS" OW ll ftilKlily SQcteasfol aeries d magazine advertisements soliciting mal OlilB §m SEIMMQ EEAL ESTATE BT MAIL 61 boQglit on a montMy instalmeiit bssk, luid not in« ereased in vftlne twenty ^er cent by the end of the following year, they would refund the amount paid to date with six per cent additional interest. Within a few months, throngh this advertising cam- paign, the eompany sold by mail akme $600,000 wmrth of snbnrban properly, not only to buyers in all pairts of the United States, but in Alaska, the Philippines, South Africa and BraziL The Ckanng House Pkm the Second Method of Mail Selling MaE selling agencies eondmeted npon the other prin- ciple, that of working with the aid of personal repre- sentatives to bring together the bnyer and the idSfir, usually divide their business into three distmet branches : the home oflSce organization ; regular branch offices—conducted directly from the home office, and independent real estate men and attorneys in as large a nnmber of the fair-sized cities thronghont the comitfy as it is possible to obtains These men eo-operate with the branch and the home offices, and their compensation is based on the sales of property made direct by them throngh information and other details furnished them imm headquarters. These independent real estate men and attorneys are not only used to find purchasers and to close sales, but incidentally there is obtained from them from time to time lists of available property which the home office can offer for sale. When property is recorded at the hinne office where all the listing is done, fall descriptions of the property are at once sent to the branch offices sitnated in the nearest territory and it is upon the efforts of these Avoid Speculation Invest in Land $10 Down— $10 A Montii luicllIC tt M U fctt ii ttc Peoinsula ^ MIciilgan Pppcf Pi ila Land A Sound Imtsliiiciil A VAwnn BOME (V Tn vfpcb rtsamh «r voucaji. " ■ — . CiadMMM. St. Trnct. jApmmm, SmIi Sw. Mate. Vtm^amT itm cmcUnd. ThcbBdcroxibandanUyallftaplcfarm prodiwti. the but ippln. — »rb »H>. II IS a KM (raiiiw countiv and Mock i* raised jnd t>rfd with rrrar »u««t A SOUD FOUNDATION FOR THE FUTURE - ■ * ■ . _ I*?A"^52?' b«lie»e vour invcr.tment m-ill be ntH^actory and profiiable. We aw -^.J?" * *» *" KT **r*- tPttly whal il is wonh. We havenoacmtx. < — We five you a clear deed jnd renervw no mineral rifh_ ' "* !" y WljUr reiiiMula.. Should you die before yon are entitled to a deed, curl . ■ .» »nnu«ii«. onouiu ywi aie Dciore yon are entitled to a dee< ikai iMUitiM nfcncby pnocipal and uterest will be returned to your bcba if Ihcy lo Be Master of Yoar Own ~ will B«y ew land and pave the way lornediabataMial pro«i. isafeandiuretobrincpnWiabUrMwiu. Fill oi for you if you to deaire 4t acres or Bor« ol toad lai urn ImA M d hril ttttiotUn,Mm, •fc 9.*. rint Naiiooal Baf Mnniamc Sate BA Stale Sanon Ba«fc.. 'Clcvclaad^liSs b«iQ^...- Mantstique Bank. W< wbeii y Bank. First Natioiul Rank ~ ' SaviRcx Baak .... ■dvcrtiaeineiil, wilii comer cxmpon; port of a furm proprty by mail, an educational repi of Uie value ci farm laad aa an tnmtmtnt for mU- SBMiING RBAL ESTATE BY MAIL 71 braneli offiees Hiftt the greatest relianee k plaeed foi the sale of the property loeated in the temtofjr eovered by each. In the listing files kept at the home ofl&ce the prop- erty ia so classiiied and indexed that any inquiry calling for a partienkr pieee of property may be quickly handled, and all of the property on ile meettng the requirements called for may be at once turned to and a description of it submitted to the buyer. If none of these properties suit him, all subsequent listings vhieh come near his requirements are submitted to him at promptly as possible. This procedure ia kept up until negotiations are brought to a point of sale, when th^ are submitted to the local agent to dose. Iki order to make a success of this method of selling, the co-operation between the branch offices and the local agents must be very thorough. It must embrace a system which will allow the business to be done ilrectly and promptly, passing through as few hands aa possible and reducing the work at the home office to a minimum. Keep Going WHEN one task is finished jump into another. Don't hesitate. Don't falter. Don't waver. Don't wait. Don't dawdle in the hope that in- spiration will strike you. Inspiration is more likely to stnke a busy man than an idle one. Save the hours that ave wasted in waiting. Keep going. How to Sell Property Through Illiis- trative Records Wf Jk¥01l8TU8 ROST 'iwB" ^^B» IBIF ^Wr WKKF "^■■r "VIP^ Wmr' Anj roftl estate operator of note will readily ailinil tliat many sales liaye been lost because of tbe time spent in arranging details and beeanse of the poor arrangements for showing and inspecting tbe land or property in question. Sometimes deals have been known to hang fire for months and then fall through because the prospeetiYe buyer could not so frame Ms business and other engagements as to visit the property in i|uestion. Oftentimes, too, the prospective purchaser lives in a distant city and vivid descriptions, by letter, of the property discourage rather than interest him- He grows to feel that the handler of the property is over- anxious to dispose of it and he finally rests his ease witli the remark, "If I eould only see this property, but that's out of the question now, as I cannot spare tie time to make the trip." The system given here, however, which has been successfully used by the Lincoln Trust Company of St. I#iils» is so thorough that it meets at a glasee every SBMjING by IMiUSTEATIVB KECORDS f 3 argument of the prospective buyer or renter. In an in- stant after the wants of either are learned they are placed in possession of every detail connected with the property which comes nearest to what the customer is believed to want. Without moving a foot they are "shown the property." An Easily Accessible Mode of Keeping Records of AU Properiy By way of illustrating this system, let us say that inquiry is made by a prospective customer— a man look- ing to invest in flats for the purpose of renting them for revenue. His ideas are carefully studied and the elerk in charge of that department takes from the files a card (Figure I) which contains not only every particle of information concerning the property, but also a photographic reproduction of the land and the building. In an instant the investor knows whether it would be a waste of time to visit and inspect the Fcnn I: Cud for leootd tad pliolooi MiaiiiitiiwBt puliealafs w gw di infi d li tieg INTEMTIONAL S ECOND EXPOSURE How to Sdl Property Through Wus- trative Records Jkmy real estiile operator of note will readily admit that many sales have been lost because of the time spent in arranging details and because of the poor arrangements for showing and inspecting the land or property in question. Sometimes ieals have b®«ii known to liang ire for months and then fall through heeanse the proapeetiire buyer eonld not so frame his business and other engagements as to visit the property in question. Oftentimes, too, the prospective purchaser lives in a distant city and vivid descriptions, by letter, of the property discourage rather than interest him. Me grows to feel that the handler of the property is mme- anzions to dispose of it and he inally rests his ease with the remark, "If I could only see this property, but that's out of the question now, as I cannot spare the time to make the trip." The system given here, however, which has heen mcessfnllf iieil^ hgr 'the Lineoln Trust Company ''-.'• ' y4'''^- '■fi.'fff-''* ir**""?;:*?;-^. .>*™*."*'?!rr**' ^ *r(i**i' •• cow** ^ - , ^ J*. -■— 1 ^-^T NO ¥^ I v* - 1» « l»*«E >tW T. < *- >Jv» " JL - W« - ^ * _ C**H fr. ♦ ^ ^ W 1 r X LfSfeo V - i>fc-''i>iniiii->'-ii«fc- : fl ii ttI iiiim H^'^'ftn PC«^fvlv£^&8 lilllBlr Inll* JJlS'imWIWHI* JVw'llSVil* CHAPTEE Xn How to Rent Residence Property niere are two distinct renting seasons for residence property in nearly all large cities, one in the spring and one in the fall. It is customary to make all leases expire at one time or the other, whether the period is long or short. Indeed, snch a preponderance of the jear's renting is done immediately preceding these two dates that the chances of renting property be- tween seasons is very greatly reduced. The owner whose leases are made to expire during this interven- ing period has usually the option of having his build- mg remam vacant until the next renting season, or else of renting it at a much reduced rate. The renting seasons are unevenly divided with respeet to the vol- ume of transactions, for the demand is mneh greater in the spring than it is in the fall. The work of the renting agency handling residence property, as a consequence of these customary renting seasons, is almost wholly limited to the two months preceding each of these dates. The class of tenants with whom leases are made for residence property, their character, standing and re- sponsibility are prime considerations even outside of their ability to pay the rent promptly. This is par- 87 88 MINTING REAL ESTATE licolarly trae in a iat or apartment building, whm mm undesirable tenant will often seriously affeet the renting Talne of the remaining apartments, although he may fully eomply with all of the terms and re- strictions embodied in the usual lease for property of this eharaeter. Property Should Be Rented Before Leme Expiration It is the aim of the agent to rent all of the prop- erty listed with him within the two months preceding the renting date on which the leases expire. If the present tenant has proven satisfactory, the first step is to endeavor to have him renew his lease. If this can- not be accomplished, the agent makes an effort to rent him some other property which he has listed. In any event the tenant is usually required to indicate his In- tention as to renewing the lease one way or the other at least six weeks or two months before its expiration. The agent then begins his campaign for the renting season. Cards are prepared describing each house, iat or apartment for rent and are placed in a rack in a prominent place in the office so that they ean conveniently be looked over by applicants. Cards for houses are separated from those for flats or apart- ments and under each of these two classes are ar- ranged according to rental values. As each is rented the card is removed from the rack, and whenever a new piece of property is listed with the agent, a card is made out describing it and placed in the rack in its proper location. Rent cards or signs are placed in the windows of all the property. These specify the agent's name and address, where to apply for the privilege of inspection BENTING RESIDENCE PROPERTY 89 if the property is unoccupied and if the keys can be had at a nearer location than the agent's office. The rate of rental is very often stated on the window card, particularly if the premises are unoccupied. Wherever possible large wooden rent signs are also placed in the yard or some conspicuous location in the surrounding ground. Circular Lists of Available Property MeMed to Prospects In addition to the rent cards in the office rack, lists of the renting property are prepared in circular form, classified in a similar manner. These are given out to inquirers and mailed to prospective tenants whose names have been previously secured. These lists are corrected every week or two weeks. They specify the location, number of rooms, general charaeter of the premises and rate of rental. They are not only a great convenience to the flat or home seeker, but they re- lieve the agent of much detail work during the period when his time is especially valuable, and they secure many tenants both directly and indirectly. In large cities the classified columns of the Sunday editions of the daily papers are the mainstay of the renting agency. In these are advertised lists of the desirable property for rent by each agent, the location, rate of rental, whether a house, flat or apartment, and sometimes a terse description of the more desirable features of each, such as "steam heat," ''hardwood floors, " or ' ' open plumbing. ' ' These lists are coirected from week to week during the renting season. Like the classified circular lists, these advertisements are a great convenience to the residence hunter, and the large circulation of the Sunday edition places these INI BBNTIHG REAL ESTATE lists of ayailsMe renting property before a great per- centage of the possible tenants. Armed with these Msts, an inspection of the property offered and a selee- lion ean be made in many instances before negotiations mm opened witb tbe agent. Toci, Care, Judgment and Patience-^uaHUes Neemmj m itm Rem Mmmger Many tenants are obtained by securing property suitable to their needs from other sources than the agent's own list; and, on the other hand, many clients aft incidentaly made in the same way. While nn. ionbtedly a large anmber of inquiries made of a renting agency are prompted by enriosity and not throngh a real intention of renting, these should be sifted out as far as possible and the bonafide prospects followed up in an earnest effort to make tenants of them. BMsibly in the renting branch more tJian in any other department of his bnsmess, the real estate dealer's sne- eesB depends npon the i^stematic way in which he plans and keeps his records. Every application received, either from a client desiring a suitable location or a party wish- ing to find a rmter for vacant property, shonld be so iled that it can be given Immediate attention and the beat service that the agent Is able to famish. Once a prospect has shown any likelihood of becoming a client, he should be followed up persistently and nys- tematically, so that no opportunity will be lost of making him a profitable subject Complaints are another feature el the business which must be handled with special immptnesB. Hie dealer Is the middleman between the landlord and the tenant. The former looks to him to protect his interests and the latter to adjust his complainte. RENTING RESIDENCE PROPERTY 91 Tact, care, judgment and patience are necessary requisites of the successful rent manager. Courtesy and fairness toward the prospective tenant are just as necessary as loyalty to the client's interests. The mat- ter of repairs alone will require all of these features in disposing of demands in this direction to the satis- faction of both the client and the tenant. The tempta- tion to exceed the authorization of the client in regard to repairs or betterments for the purpose of securing a tenant is very great, and a yielding to it usually re- sults in dissatisfaction on the part of one or the other interest, with resultant trouble later on. Crises that Call for Nerve THERE are links in the chain of every Business Success which must be forged of nerve — pure nerve. There are gaps in every man's career which nerve, and nerve alone can bridge. There are times in every human life when judgment wavers; and experience fails, and counselors only confuse. These are the crises that call for nerve. Not brassy presumption, but sustaining nerve! Nerve to carry us across chasms where nerveless men must fall! Nerve to beheve the things we think! Nerve to do the things we plan! CHAPTER Xyi? HaEdling Seasonable Business Smnnier raidenees range In <,]an and Tilne imm ^ke exeecdingly modest cottages or bungalows to villas «<»tiiig Imidrads of thousands of dollara. The season iir rentiiig property of this elass is naturally limited to the spring or early summer months. The kind of ptople who rent summer property come usually from the larger towns and cities and their nnmbor is more or less limited, for a summer residence is generally loohed upon as a luxury. Nevertheless the agent has a^ eonsiderahle ield open to him in which to seek pos- •Ihle tenants. His efforts are not necessarily limited to lis own city, because a summer cottage at a given lo- •ation may be rented to a tenant almost anywhere. As in renting city residences^ the most effective method used by the agent is the classiied advertise, ment in the large daily papers, more especially the Sunday issue. Advertisements are placed in one or ■ore of the leading papers of the principal cities in the territory from which it is likely tenants may be obtained. Display ads showing a cut of the cottage or house are generaUy used with the more expensive ■immer property, together with a description more •r less detaied, covering the demrable features, loca- SANDMNe S£ASONABIiS BUSINESS US Mon, rental and term of the lease proposed. Magazinea and periodicals are also used for advertisements of this nature with very good results, especially in cases of the more expensive property. While signs are placed on the particular property to be rented, includ- ing the agent's name and address, the effect of this is naturally more or less limited because they are seen merely by the people residing in the immediate lo- caMtv. How Lisis of Vmomi Properties Are Placed Before Prospects Renting agencies who make a specialty of this kind of property usually keep lists of prospective tenants and submit to them from time to time circulars cov- ering property which they are handling for rent and which are likely to be suitable to any particular pros- pect. These lists are prepared from names of tenants who have rented from the agency the previous season and are added to from time to time from this and other sources. Considerable assistance in renting summer properly is gained by co-operating with the raOroads or other transportation lines reaching the place in which the cottage or house is located. Summer travel has become a very considerable item with railroads and they are always anxious to do what they can within reason to assist in renting property along their lines. The extent of care in selecting tenants which is so vital in city residence property is not so much required in country property for two reasons. In the first place, the class of tenants is confined almost entirely to the higher grade, and, second, the renting season is only for a few months' time and usually limited to one MSNf IMG RIAL ISTATl MMon, m tliat ah uztdesirable tenant, shonM one be obtained hy mischance, would not necessarily tend to injure the future renting value of the property, aa often happens in the case of city flats or apartment biidings. He iemand for summer property varies greatly wiHi the eoadition of the times. This Is one of the irst Inxnries to be done away with in the effort to economize as the result of reduced income. On the other hand, in prosperous times the demand becomes decidedly abnormal. This demand is sometimes diffi- cult to fill because a great many snmmer resldencei ordinarily placed on tie renting market by the owners are at such times withdrawn and ocenpied by the own- ers tiiiiiMves. The Spur of Discontent rpHE man who is satisfied with things -I as they are, never makes them better. Doing today just what he did jester- day—and this year just what he did last— *dead to the opportunities around him, he rests and rusts-the self-satisfied worker. Discontent is the never-ceasing cur- rent of reproach that refuses to let the stream of ener^ pause and stagnate. It counteracts mertia; vanishes smug satisfaction; jeers at *^Iittle'' achieve- Micnt. Keep going— keep going— keep going. Part F HOW TO KEEP REAL ESTATE RECORDS KUHMO PtwSSnv MDMMWUalMM I — x^nerwKainwi. LOCATKMa i».t«.ri I MutTt* or lawimin T. wn _| IKMM "1 #J» k 3 4 gmidiic analyiis of tlw various kinds of records whidi enter into tiie esUte de«ler*s ffstem for keepiDsr track of mies, lentete Mulollier traauHictionB I The Brain Partner To be able to perform as miieh as you have promised— to be able to promise as mueh. as you. eau pefform~~ To be able to dismiss detail in order to de¥oto every hour, every minute to pro- ductive efibrt " To minimize the loss, the wasto, the woifjr — To eare fer the routine automatically — This is the acme of systom. Let your mechanical brain partoer for the de- tail — ^use your human brain to conceive the new idea, to develop the new plan* CHAPTER XIV How to List Property BT VWBXSt H POBECEl One of the prime essentials of a well-equipped real estate oflace is a property list so arranged that any specific property description can be turned to imme- diately. Records varying in nature are required, ae* eording to the field covered by the concern. Probably no two real estate firma keep their property lists in exactly the same manner, but all find it neeessfary to keep certain data wiieh may be summarized as fol- lows: Location of property, owner's name and address, condition of property, transportation facilities, advan- tages of the location, improvements, incumbrances, price and terms. Further classification is arranged according to business property, residence property, va- cant lots, flats and cottages and farm property. A card record system which is capable of wide adaptation is that illustrated in Form I, as used by a large real estate concern operating in a city of one Inndred and fifty thousand population. This firm divides the file into four sections, north, east, south and west, by means of one-half cut center guide cards VJ S8 iKEilSPINQ' IMBIiiAIi JffiBTAiTJB' fiifiOOfiDS of a Mil® 6olor, wMek project above the edges of tlie reeofil eafds. Eaeh gmeral diirision is then suh- diirided into seetions by means of one-half eut guides, right and left position, of a salmon color. Each sec- tion is snb-divided by street guides of a one-third cut buff color, arranged alphabetically. To classify the kind of property, business property is entered on blue cards, residence property on buff cards, vacant property on white cards and cottages and flats on sahnon-colored cards. Other colors may he added as each business demands. Mmo Pmpmriks Are Ckusi§0d m Lktmg According io Valuation The valuation of property is shown by means of smaU tabs projecting 3-16 inch above the edge of the card. These tabs, on which is printed the approximate valuation, are arranged in twelve positions across the top of the cards from left to right. The first tab is printed for valuation of $1,000 or under; second tab for $1,000 to $2,000; the third tab for $2,000 to $8,000; the fourth tab for $4,000 to $5,000; the iflh tab for $5,000 to $10,000; the sixth tab for $10,000 to $15,000, etc., until the twelve tabs have been utilized. To illustrate: If a dealer has a residence on Wash- ington street, located in the north portion of the town, section 2, valued at $7,500, the record would be made out on m buff-colored card, bearing a tab in the flfth portion on wMch is printed, ''$5,000 to $10,000." The color would indicate the classification of the prop- erty and the tab the valuation. The card would then be filed in front of the Washington street guide in see- timi 2 of the north iub-division« MSTING PBOPEBTY. 99 For properties to rent the same arrangement of tabs is utilized, each tab showing the rental value of the property listed on its card. Now, when an applica- tion is received for a house or flat, the location pre- ferred, nature of the property wanted and rental value will always be specified. The agency can tell just what properties are listed, filling these requirements by reference to the streets preferred. Here it will be necessaiy only to examine cards of the color denoting the class of property and of the tab denoting valua* tion. If an application is received for a residence property renting at $55, location. Wood avenue, only white tabs numbered 55 and filed in front of the guide, Wood avenue, would be consulted. As these tabs are in straight line from front to back of the file, such reference is immediate. Warn I: Cud forlistiiiK dty vnlfeiioe prapecty. akywing tafas tadiGmtiag faltws INTEimONAL SECOND EXPOSURE 98 KEEPING REAL ESTATE RECORDS of a blue color, which project above the edges of the record cards. Each general division is then sub- divided into sections by means of one-half cut guides, riiM Uii left position, of a salmon color. Each sec- tion is snb-diirided by street guides of a one-tMrd eat bnff color, arranged alphabetically. To classify the kind of property, business property is entered on blue cards, residence property on buff cards, vacant property on white cards and cottages and flats on salmon-colored cards. Other colors may be added as each business demands. How Properties Are Classified in Listing dmmSmg to Valuati&n The valuation of property is shown by means of small tabs projecting 3-16 inch above the edge of the card. These tabs, on which is printed the approximate valuation, are arranged in twelve positions across the top of the cards from left to right fbe first tab is printed for valuation of $1,000 or under; second tab for $1,000 to $2,000; the third tab for $2,000 to $3,000; the fourth tab for $4,000 to $5,000; the fifth tab for $5,000 to $10,000; the sixth tab for $10,000 to $15,000, etc., untE the tir elve tabs liave been utilized. To illustrate: If a dealer has a residence on Wash- itigtoii street, located in the north portion of the town, silstioD % valued at $7,500, the record would be made out on a buff-colored card, bearing a tab in the fifth position on which is printed, ** $5,000 to $10,000." Tke color would indicate the dassifieation of the prop- erty and tie tab the valuation. The card would then be .iiei. in; immt of' tit Washin.gto&"::Blifeel^ .fniia M mt- tkm 2 of the mrth sub-division. LISTING PROPERTY. 99 For properties to rent the same arrangement of tabs is utilized, each tab showing the rental value of the property listed on its card. Now, when an applica- tion is received for a house or flat, the location pre- ferred, nature of the property wanted and rental value will always be specified. The agency can tell just what properties are listed, filling these requirements by reference to the streets preferred. Here it will be necessary only to examine cards of the color denoting the class of property and of the tab denoting valua- tion. If an application is received for a residence property renting at $55, location, Wood avenue, only white tabs numbered 55 and filed in front of the guide, Wood avenue, would be consulted. As these tabs are in straight line from front to back of the file, such reference is immediate. Form I: Card for listing city residence property, lowing tabs tndicatiiig fmlues Itm JiLJ!iJ!ilrl,Pll3r iiiiyliiiAnii JsilSllJlk.lJ3l JEUSivlJJSlJO With tlila system tlie applieant eannol only lie in- fomed wluit plmm are vacant, but tlie wliole informa- tion eoneeming eacli will be immediately placed before him. The data thus obtained may be made so complete that in most cases the transaction can be closed with- out leaving the office to examine the property— a con- iideraMe economy in selling expense. The Map md Track System a Graphic Method of Luting Froperty Another method of listing property 'which Is very satisfactory for city uses is by what is known as the map and tack system. This system comprehends the use of a map of the city where properties handled are located. The map is mounted on a board of soft wood. This board should have sides and a door forming a eabinety which Is attached to the wall. When one map is not sufficient the sides of the cabinet are made deeper and several maps are mounted on boards and attached to one side of the cabinet by hinges, permit- ting the leaves or maps to swing out like those of a hook. The several maps are headed '^Eesidenee for Bale/' "For Rent," "Business Places/' "Vacant Lots" and so on, or one map can be used for several headings; in that case different properties can be easily distin- guished by using a different colored tack for each class- ification. To each tack is attached a small price tag like those used for marking goods. The door should he provided with a lock ; a map mounted on it la eon- 'Vniienl for ordinary reference. When properties are listed by the owners a eom- plete detaOed record of them is made either on a eard or looM leaf. . Tkmrn are numberfd eonaeentivtijr ani IiISTINa PEOPEBTy placed in the records, in their numerical order, undar the proper heading to correspond with the mapa. To illustrate— suppose Jones lists a residenoe for sale, price $3,000, located on Cedar avenue, jtiat east of Wilson. The record number is 50. On the tag of a red tack, which represents residences for sale, is written m/mm, denoting record number and price, and the taek Is Inserted in the proper location on the map headed "Besidenees for Sale." If Smith inquires for a residence, price about $3,000, or says he wants a property about that price, located east of Wilson, be- tween Central and Euclid, a glance at the map will show all properties in that section which are listed. Ill looking over the map a residence on Cedar avenue, priee $3,000, as shown by the tag, is found, and as the loeatlin md price are right, full details may be found by turning to record No. 50. The property Is thus located in a moment, and Smith is saved annoying delay. In addition he has also undoubtedly been favorably Impresied with this method of doing busi- The records are cross indexed in the name of the owners, and can be referred to in this manner when desired, and the index cards used for additional nota- tions. The Single Aim Focus your ability upon one point until you bum a bole in it. Genius is intensity. Digression is as dangerous as stagnation. It is the single aim that wins. How to Eeeord Titles and Abstracts BT JOHN T. WAGNBi; All examiners of titles should use a system. It need not neeessarilj he this system, but it should be some deinite ized plan. If you have none that suits yon better, the one herein outlined, or an adaptation of it to your wants, will help yon. The very first thing done in beginning a search is to indorse and number an envelope. A rubber number- ing and printing maohine is used for numbering and indorsing the papers and envelope. The envelopes are filed away consecutively, according to their num^ hers, and are numbered at each end, so that no matter in what position the envelope is filed, the number appears (Figure I). Every paper referring to a par- ticular title is numbered and indorsed to correspond with the envelope and is kept in the invelope. A numeneal list of the searches Is kept in the back of one of the drawers of the card index. Each card contains ten names (Figure II). This list serves two purposes : First, from it the number for new envelopes is easily gotten; second, it is a sort of cheek to tha ^maJong of orroii. TITIjB and ABSTRACT MSCOBDS 103 Of the actual examination of a title the first step is to gat the names of the successive owners for such a period of time as it is intended the search shall cover. We go baek as far as possible in each ease. Many of our searches go back as far as William Penn. The next step is to get a description of the premises conveyed, though, as a matter of fact, in most cases we do this at the same time that the successive owners are gotten. Of each deed or each separate link in the chain of title, a brief abstract is made on a sep- arate piece of paper and the description copied in aE cases where the description varies from the descrip- tions which have already been copied (Figure HI). When a description changes with reference to abutting owners only, but where the courses and distances are the same as a description already copied, a note is made on the abstract as follows: "Same premises as No. 6: Deed of Caleb Jones to Chas. White." This double reference is to guard against errors. The third step is to make plots of the several descrip- tions. This is a labor requiring patience, but it is the only sure way hi very many cases to decide whether or not a given description is contained within another Fonii I: Fofin of envelope used for brief*, Biiowiag how it may be filed on either end iNTEWTIONAL S ECOND EXPOSURE How to Reeoiii Titles and Abstracts BT JOHN T. WMMMl All examiners of titles should use a system. It need not necessarily be this system, but it sboiild be mmm definite fixed plan. If you haTe none that suits yon better, the one heirein outlined, or an adaptation of it to your wants, will help yon. The very first thing done in beginning a search is to indorse and number an envelope. A rubber number- ing and printing machine is used for numbering and tniorsing the papers and enyelope. The envelopes are filed away consecntively, according to their nvmr hers, and are nnmbered at each end, so that no matter in what position the envelope is filed, the number tpp^iia (figure I). Every paper referring to a par- tieulur title is numbered and indorsed to correspond with the envelope and is kept in the invelope. A numerical list of the searehes is kept in the back of one of the drawers of the card index. Each eard contains ten names (Kgnre II). This list serves two purposes : First, from it the number for new envelopes is easily gotten; second, it is a sort of check to the making of errors^ TITIiE AND ABSTRACT RECORDS 103 Of the actual examination of a title the first step is to get the names of the successive owners for such a period of time as it is intended the search shaE cover. We go back as far as possible in each case. Many of our searches go back as far as William Penn. The next step is to get a description of the premises conveyed, though, as a matter of fact, in most cases we do this at the same time that the successive owners are gotten. Of each deed or each separate link in the chain of title, a brief abstract is made on a sep- arate piece of paper and the description copied in aU cases where the description varies from the descrip- tions which have already been copied (Figure III). When a description changes with reference to abutting owners only, but where the courses and distances are the same as a description already copied, a note is made on the abstract as follows: "Same premises as No. i! Deed of Caleb Jones to Chas. White." This double reference is to guard against errors. The third step is to make plots of the several descrip- tions. This is a labor requiring patience, but it is the only sure way in very many cases to decide whether or not a given description is contained within another Fn I: Fem of mwlope nwd fw Ixiefs, shoiniig how it tmf be filed on either end 104 KEEPING EBAL BSTATB BBCOKDS TITLE AND ABSTRACT EECORDS 105 one, and more especially is this true where the tract to be searched against is composed of parts of two OP more other tracts. After all these plots are made and fitted togetlier ' ^ ■< - ■• ^ <' , 779.S ~~- ' ' - S «• _ •■ - > - , ^ ; * - *• ip, - tn rOrmnttHm - s- * . . '4' -;: " t ' «fejBrrftff.M-ui0.i.i....«jn.r.B..>..N " .'. •^v/-'-'■■/^^^'•;->^■;■.■,^V-'■^■-y::^'■••'■*■v^.^';■^-■.^'v.v 1 .1.1 L . , . 1 - . • ' '!> " ' ■ **: * - ' . « * ' " •■* ^ ■ ■ ^-1. - • • • ' ^ J. , , - ... ■ • - ■ • ... . <:^...^ .-. . : . ' " vici" ^_is? .v^N^ -v' ■ : .. J. . .' ..^ ^ . . ~ . ■ r. ^ o'. Pom III: Brief abstract made out for each dbed or each sepaiateliak in the dwia of title giiriog detciiptioti of the propefty INTENTIONAL SECOND 104 K££PINa KBAL ESTATE RECORDS ■a I m W (0 < o E u S ii <> M. O •ri # ^: CI -tti c c u

\ o n o t: I o u o A) «U1 (4< 1^ o m m 1^ :::.0 o 4^ o to c k MI MM St. f - 1-4 CO O i ii CO '.r.-.v Id o CO N M O cn -Is. c m m •■.-•.ift-'i-i.'f- V TITLE AND ABSTEACT RECORDS 105 one, and more especially is this true where the tract to be searched against is composed of parts of two or more other tracts. After all these plots are made and fitted together ' ■ * /ir; ^ - : Pi, n 'f»d- ' ^ % *• <>»> 1 11" ■ I — ' — •* - ^ < '- ' •• - ••5 ,. 1**- WtTl«eSt9C» ,: *. V T .••.:;*.v.*- '.' • "j'Vy." .■■^C*/^^•''t''^■ iV* " • " •*;'■'■*.*>*•': - ■'; w-V-'-'tv' ■ •V-.v • -'■ V**-'' ■ - t -5 ■r -.V. •-■•*-•;'■ v.- •* ': - • • : ;"<■* • } I ;*/.-.' •*/;*. ;■*•; . - o>--'- — ■ ^ "' ■""^US''^ ■■v:;v■.^,■;v•-^;^5^:r:yg ■:';:"/.^---;V:': ::■ :• .-.^ V;V•'';•■•"•^*^"■V;-••^'•*v"■^v-'■^^*■" , .......... . ^ "J ' ' ■■■^jo! m u.,....,,.*.,,-™..,,....,^ .j; V ».yt.^^ .. i^. , ■ V;-£;;7-;;:|;i;:_::-:v:;\,*::^^^^ 1 —BHIWlHllillilnllli |i|illl|i|i|ilWliHi|||liiillilii|iHlii||ii|i"l(|ii/li|||lllli mill ll^lllllllllilllllMiiilll^iill'lllllfill|i>i|ii'iillifiil|ii|llii||i|i|||IIIIWIIlllii|i|il if|llii||i|ii 1 ijyiill Form III: Brief aliBtract made out for each deed or each separate link in the chato Of giving descfiptton ot the property im EM&FmQ bmmm estate becobds. or into mek other a complete draft of the aoTeral plots it niidey iengnatiiif on the draft by appropriate aarka the hoimdariea of the premlaea deseribed in eaeh link of the ehain of title. The fatare advantage of thig mnst be apparent. The next step is searching for mortgages, judgments, nieehanica' Iieii% agreements of sale, release^ adyerse emiT^janeei, etc. Of all these, nortgagiis and adverse eoDvegranees are the onlj ones which, in onr practice, are of sufficient frequency to require any systematized elassiication. In searching for mortgages and adverse conveyances we always search the same length of time for one as the other. We arrange the names on appro- piiato blanks, always beginning with the oldest owner, fiis method olton saves rehandMng of books. And a systm which saves the rehandling of books not only saves considerable time, but reduces the chances of error, which is far from bemg the least important where property interests are in question. This work cannot have too much careful consideration, at errors are liable in after years not only to cause litigation, Mvolving thousands of dollars, but to bring pttslble inancial loss to innocent pumhasers. Concentrate PUT it aU in; your initiative, youren- tliuaiasiii, your whole ability to see far, to tMnk clear, to develop old ideas and create new. Every ounce of your personal efficiency, every pound of your power to plan and build. Give to the workyon choose yonrbeslbrain pfodiid* CHAPTER XVI How to Keep Costs on Buildings BT BBNJAMIN A. FEANKIIN €fih$ MSUmr ^ FmnMm Companf Leases for flat and apartment buildings usually re- quire the owner to furnish aU janitor service, water and heat, to do all necessary repairing and, in some eases, to supply the lighting, gas and refrigeration. It is at once apparent that where the agent has many iats and apartments to let, to heat, to light and to furnish with janitor service, a well devised system presents large possibilities in the way of money saving, for the services of an office force, a repair gang, a store of supplies, a large janitor force and a corps of cleaners are required. The system here described is readily applicable to large apartment houses or office buildings, and the ideas presented iu this outline are adaptable to other similar businesses. The main feature of the general scheme, which covers every point of importance from the making of leases to the periodical discussion of costs and improvements, is its cost system. The aim of the cost system is to show for each house and for each individual apartment the value li7 im WMJUb ISTATB IBOOIDS nf teiiaat iwnlali d«0 tlie mmei as againft' tlie items 0f mpmm. Hie Istter comprise repairs, including labor and material for plumbing, painting, paper- lianging and so on; taxes, insurance, gas, coal, water »Af»AflTMSNT» n #. a. «. 6, T<«. . HOU«C HO. woitTH or jANUAHY I moHTMorrceR JA*iv ^LUMBINO LA»OR jMaHTtMO 1.ASOA «t WATCIUAV SIS MATCRtAL ■A " iiNSURANCe iillANO TOTAt CQ«T 377 COMCAFAKTMKNT f z « 4 « T e TOTAl .-^-^^ ^^^^^^ rN ULAeH ^ cost book showing how items of i: ' fcftp i by for iata and apaitiMBtt ■in?"II!"PTMn. r'Afl'PQ am UTTTT.TITMIlfil flMI DATE MOU^E NO APARTMENT NO,^^ - t .. TENANT ^^^^^^^^ NATURE OF REPAIR^: ' ' ^ • , - -i STOCK yseo ..... . . , >■ . ^ V; '; ■,■ . '^^ ; TOTAt : j .-v.v. Tl r HRS. r R€PAIReil«O.L BATE^_^. i» » tt S .J* ■»■ m Ml m wi* * ' ^ ■ r < • • L'"' ' ^ ^ ' - ' ^ ^ » * ' ' " mr >t>.-*tmmmmim'». , " a* « «(^« ^ ~ , ' 1 ; •* t w (miinmBiini<»pii»ii^ INTENTIONAL SECOND EXPOS On*——— I 1 *i ■ ■ — — — — Misa(iiifciiiuiii-.>..«..«: • Aimnai-i 108 KEEPING REAL ESTATE RECORDS of tenant rentals due the owner as against the items of expense. The latter eomprise repairs, including labor and material for plumbing, painting, paper- hanging and so on; taxes, insurance, gas, coal, water MOUSE wOy ,. , fWOMTMOr JANUAWY tBM *MUI«TmO LABOR " " m MATCBIAl. - " / iiiili ■■• -. I > ' '1' / •v:i>\ -■■■.~^:W . -rOTALRCPAIRB ftCNCBALCXPCMSr INSURANCE t ; < |||iiP|f OTAL COST-;;:; ■.■ .■.•,*-•*••■■■"' v.v;>_-;v.-.-.":'.-"r ■ mCOJHC APARTM C NT f ft 9 • B * t 1 'J TOTAU l*ROr rN BL tTB ACH to : ' 4mm (W »/ Ffloal: A pace from the cost book shounng how items of income ami BipiMB ve kept by months for fl&ts and apartments KEEPING COSTS ON BUILDINGS 109 REPAIR CARD DATE HOUSE NO ^ A:PARTMENTNO TENANT NATU!=»E OF REFAJRS: .. ■ ■ ■ /\ :-;;.;«:-xirnvi(.:;.'.:,. :■:■;>:■■■■,. ;../>v ■ v.v: y.^r'-v. STOCK USED TOTAL TIME HRS. 0kPAlB€RHO:^ RATE^_.. r-ii'iv-v**.-*. ■ ■■-V %*•■'■■-" ,•;'■;^>■■:;.•^^^•'■;v/-^/^^■■^^'^|■.V'^ r V n ' , it v.'.r v.: v.v. ■ ' ■» mini nil «|» ii^ Famll: itaat rfdi of Npdr caM « iiliicb irariuim mo^ 110 KEEPING BEMi ESTATE BECOMm tax, janitor lemee and general expenses. These items afpear in detail and are balaneed to show a profit or low. Tliegr are worked ont by montlii and set down eonparstiTeljr to show inetnation as a basis for im- provement WMe there is naturally a great deal of detail, very little clerical help is needed to keep this system in perfeet operation. The method of gathering the items of eoti and of dividing them to their proper charge aeeounta without an entry, nntil the end of the month, when all the entries are made on the agent's hooks at once, gives very good results with little work. SfsHm of Kgwpimg Apmmmi Coift Wkkk Is I Accurate and S^fk Wmm I shows the cost hook and is self-explanatory as to its meaning and nae. The story of two months' valne of a house is shown; it tels itself. In the first month, perhaps, a profit is made, the second month may show a loss, and the manager naturally wants to know why. A glance shows the reason-apartment No. 4 became vacant and it was necessary to paint and paper it, besides, repairs had to be made on the house itself. These things the repair' cards for 'the house in question eovering that month tell at a glanee. The cost on each house is kept in the same way and the results for a year, month by month, are paraleled. These results are checked against the owner's account on the agent's book for accural^. Hie gathering and recording of this information is done very easily. The repair men report to the office and are given vari-colored cards, according to the class of work, one card for each house and each apartment on which work is to be done (Form 11). An estimate KEEPING COSTS ON BlUIiDINOS 111 'V ■if 'I- -i - -r: : ^ i/'^ ~, * " HCFOflT OrNEOeSSItY OF " - - - ' - -- •■*-'• ■■^■0*~•■i*-•^^v••«>•i//^^^•V^■«■^:^■.■■■■•V-S*•■•^^^^^ HOUSE NO.^^^^^^^ :;: ti^SKCTtON or aci»Am NeccssfTv »r Mm hepout: •••• ^ Y ,4 " > - I --1 ».' ^ r . , ' ': ' A. •• ■I ..••_-.>«v^--;.;':.':^>../r«'_. Btwnw iide of Form II. the card oa which workmen report time and amount of itooK tNTENTIONAL SECOND EXPOSURE no KEEPING BEAIi ESTATE RECORDS. tax, janitor service and general expenses. These items appear in detail and are balanced to show a profit or loss. They are worked out by months and set down eomparatiTely to show fluctuation as a basis for im- pro¥«ni«it. WMe there Is naturally a great deal of detail, very little elerical help is needed to keep this system in perfect operation. The method of gathering the items of eost and of dividing them to their proper charge aeeounts without an entry, until the end of the month, when all the entries are made on the agent's books at onee, giyes yery good results with little work. System of Keeping Apartment Costs IV hick Is Accufoie and SimpU Form I shows the cost book and is self-explanatory as to its meaning and use. The story of two months' yalue of a house is shown; it tells itself. In the first month, perhaps, a profit is made, the seeond month may show a loss, and the manager naturally wants to know why. A glance shows the reason— apartment No. 4 became vacant and it was necessary to paint and paper it, besides, repairs had to be made on the house itself. These things the repair cards for the house in question eoyering that month tell at a glanee. The eost on each house is kept in the same way and the results for a year, month by month, are paralleled. These results are checked against the owner's account on the agent's book for accuracy. The gathering and recording of this information is done yery easily. The repair men report to the office and are giyen yari-colored cards, according to the class of work, one card for each house and each apartment on which work is to be done (Form II). An estimate KEEPING COSTS ON BUILDINGS 111 - - -c - / ( flCPOUT OrNCOeSSITYOF _ J. -. ■f MliliiiiilBiM HOUSE NO.^^^^^^ ;:; APARTMENT NO, i • >/ \ " / fi^SPECTtON or RCPAfR NCCESSfTY BY ^ *. '. •. *•-,••" 1 t I < HE port: ^^•^^^^'^^Vj^^"''■■/•^'^'•'/t'h'•■V'-'■i'■^^^ ■■'■'•■.V■>•V:^■■>V;■^'^•-::s•■,:■:*■A-^■v ■.■ ■V^^^■':v■^*.';.■■;^■^'■':^:;^"^';■-■^:;^^■:V ISiillil^iiiiiilllii^ ' I -. » ^ ■* — -> ' \ \ - ^*; "■^^•::■^■"•:^v,V■•v^v,:;.^■#l;■^y/.;;;• ■:V::^■t-^•^^^.*v/S>:■^;.:■^^;^;///,•;t;;;.^r::;;;;;/^^^ ;vAvv::>:::;;^:.•■>^:::;;■■^^^ Rcftfw ride o( Form II, the cinl on which workmen repcn-t time and amount of stock EB'BIPIHC^ .TCBATj SiSTATB WtttlAM ST. "'4' •< I ■.■-■v.-:i;.-.-.i.*---- • 7 *- $30 I¥: Wall tM, 'SB apsftiimt hoiisea dioiriiic .Its tocsllflB md tht piict of of time and material necessary has been made and the man must approximate the estimate. Each man has issii«d to ym an order for the material he needa. \ ti aoconnt is kept of this material and the bills cheoked aicaiiuit' the reiMiir cards when they are tnni'ed 'in. Baoh man, when his joh is inished, has the foreman sign his card, which he turns into the office. KEEPING COSTS ON BUIM)INGS 113 The men are paid by their cards. No entry is made from these cards at the time, but they are put into a large nest of pigeon-holes, one set apart for the records for each house. At the end of the month all the cards have been sorted out and it is one day's work for one person to enter them properly in the books. The bills for gas, water and coal come separately for the individual houses, of course. The items of taxes, insurance and general expenses drawn from the books monthly can readily be divided in proportion to the rental value of the different buildings and quickly altered. Janitor service is conducted under this S3^tem some- what differently from the usual method. Some janitors attend to nothing but fires, going from house to house, others attend to nothing but removing garbage and ashes, while the rounds of cleaning are made con- stantly by a cleaning gang. Their costs are readily apportioned properly to each house. A scheme is de- vised to regulate the coal used daily, record it, and compare amount reported used with amount paid for. This is illustrated by items in Form L A special method is employed to keep track of rents due, back rents, bills sent and payments made. This is illustrated by Form HI. A bill is sent the day before the rent is due and a check mark is put down to indi- cate it. The amount is set down on the day of pay. mcnt and if no rent is then due a check is put in the last column. Under this system the names are written only onee a year, a loose leaf book with short leaves for eleven months being used. Back rents are brought forward eaeh month and the daily totals checked with the INfTENfTlONAL SECOHD EXPOSURE U2 KBBFING KBAL ESTATE KBCOKDS _ in- WILLIAM ST, ' \. ■i $30 f , •c *■ J I: of time and materitl necessary has been made and the man must approximate the estimate. Each man has iBsiied to him an order for the material he needs, v ti icconnt is kept of this mmtenal and the bills checked against the repiir cards when they are tamed in. Sach man, when his job is finished, has the foreman sign his card, which he turns into the oliee. EIEIIMII costs ON BUILDINGS 113 The men are paid by their cards. No entry is made from these cards at the time, but they are put into a large nest of pigeon-holes, one set apart for the records for each house. At the end of the month all the cards have been sorted out and it is one day's work for one person to enter them properly in the books. The bills for gas, water and coal come separately for the individual houses, of course. The items of taxes, insurance and general expenses drawn from the books monthly can readily be divided in proportion to the rental value of the different buildings and quickly entered. Janitor service is conducted under this system some- what differently from the usual method. Some janitors attend to nothing but fires, going from house to house, others attend to nothing but removing garbage and ashes, while the rounds of cleaning are niade con- stantly by a cleaning gang. Their costs are readily apportioned properly to each house. A scheme is de- vised to regulate the coal used daily, record it, and compare amount reported used with amount paid for. This is illustrated by items in Form I. A special method is employed to keep track of rents due, back rents, bills sent and payments made. This is illustrated by Form IH. A bill is sent the day before the rent is due mid a cheek mark is put down to indi- cate it The amount is set down on the day of pay- ment and if no rent is then due a check is put in the last column. Under this system the names are written only once a year, a loose leaf book with short leaves for eleven months being used. Back rents are brought forward eaeh month and the daily totals cheeked with the f li! 114 KEEPING REAL ESTATE BECOBDS ■\ KEEPING COSTS ON BUILDINGS 115 •il^ipiit of easli reoeiTed. Simple methods are need to laiidie the question of ehaiigiiig tenants and those who leave owing back rent. With the foregoing it is easily seen that an intelligent and close oversight of the business can be had. Sysiem for Hmdlmg CaUecttans, Vacancies and Other Records To handle the matter of vacancies, there hangs on the wall of the offiee a large board, illustrated by Form IV. As will be seen, the streets are set down and the number of the houses. The square represents the apartments of the houses— in the illustration, four each. These squares are simply grooved tin pieces, into which cards ean be slid. On one side of the eard Is printed in large red figures the amount of rent to be obtained, on the other side is written the name of the tenant. If the apartment is vacant the figures are turned out, so that at a glance the vacant apartments and rent thereof are to be seen. If the apartment is oeeupied the side bearing name of tenant is put out- side. This offers a quick and eonvenient method of showing the situation. In the matter of collection of rents, there is a card made out for each tenant, and these cards are placed in a box with monthly division cards. The bills are made out monthly from the cards and as payments are made the cards are set ahead to the next month. There are left in back months then only the cards of those who have not paid promptly. In the matter of duplicate keys there is kept a board, similar to Form IV, with hooks in place of the squares, but with a steel rod fitting over the hooks and locked down at the end, so that keys cannot be INTENTIONAL SECOND EXPOSURE 114 KKKPING Il£AL ESTATE &EGOBDS KEEPING COSTS ON BUILDINGS 115 amount of cash received. Simple methods are used to handle the question of changing tenants and those who leave owing back rent. With the foregoing it is easily seen that an intelligeiit aai close oversight of the business ean be had. System for Handling Collections, Vacancies md Other Records To handle the matter of vacancies, there hangs on the wall of the office a large board, illustrated by Form IV. As will be seen, the streets are set down and the number of the houses. The square represents the apartments of the houses— in the illustration, four each. These squares are simply grooved tin pieces, into which cards can be slid. On one side of the card is printed in large red figures the amount of rent to be obtained, on the other side is written the name of the tenant. If the apartment is vacant the figures are turned out, so that at a glance the vacant apartments and rent thereof are to be seen. If the apartment is occupied the side bearing name of tenant is put out- side. This offers a quick and convenient method of showing the situation. In the matter of collection of rents, there is a card made out for each tenant, and these cards are placed in a box with monthly division cards. The bills are made out monthly from the cards and as payments are made the cards are set ahead to the next month. There are left in back months then only the cards of those who have not paid promptly. In the matter of duplicate keys there is kept a board, similar to Form IV, with hooks in place of the squares, but with a steel rod fitting over the hooks and locked down at the end, so that keys cannot be 116 KEEPINO MBAIi ESTATE EBCOBDS taken off except by the office man. When he immm a key he places on the hook from which it waa tak^ a pasteboafd diae with metal fim. On the Sm h writtm the name of the peraon to whom the key waa iroed. This pre^enta mnch woiry over loss of keys. A lease book is kept which contains a history of each lease. This shows such items as the date of expiration, terms, renewals and conditions. A card record for each employee gives the history of his service with the company ani the character of hiS' work This system, while simple, gives complete and accu- rate information regarding all parts of the business, and is easily kept up to date. Don t Wflit alarm clock is going to ring when time strikes the hour of your op- portunity. Fate never yet failed to turn down the man who waitad for something to turn up. It is seldom, however, that oppor- tunity gets by the man who is ready. Be alive. Be prepared. Be on the ground and working. CHAPTEE XVII How to Install a Complete Record System *^ There was a time not irery many years ago when a real estate agent could keep track of his business in haphazard manner without the use of a complete sys- tem of records. Often he could keep fresh in his mind the various deals on his docket without putting the figures on paper. His business was not of so ex- tensiTe a nature as to demand a well-ordered register of every matter brought to his attention. In fact his business was conducted largely on a personal basis and pocket and memory records were sufficient. But now this is all changed. The real estate agent of today finds that modem business records are absolutely necessary in his work. The nature of his business has become greatly diversified and the extent of his trans- actions has increased in proportion to the population. His customers number into the hundreds and perhaps thousands and their wants are of varied eharaeter, especially in a large city. One may wlih to buy a house, another to rent a flat, another to exchange a store for a vacant lot. To take care of this business adequately the agent or dealer needs a complete sys- tem for handling all kinds of transactions The fomitf IIT _ ,1 I JlJBJSflrljMljl' IkuAlJ JSicllAllii JKJ!ivUlU/BI COMPIiETfi EIGOBD BYSTm U9 presented in tills ftrtiele aiin to meet aU tlie needs in m real estate office and with suitable variations maj be adapted to the nses of any concern. One of the chief things the agent finds it necessary to keep Is an aoenrate record of his costomers' wants. This ean be done easily by the use of a foUow-up card system which consists of a nnmber of different forms especially arranged for the real estate business. The cards are methodically arranged according to the needs of customers. Inquiries of patrons usually may be divided into these classes: Firsts relative to buying a house, a iat, a store or a vacant lot ; second, inqniries to rent a house or a flat; and third, relative to ex- changing property. All inquiries received are recorded on cards made for the purpose and are placed in indexes for future reference. These cards have spaces for the name and Mm, Form I (front card) and II (middle card) : Indexes used for inquiries to rent fiats, houses or stores Form III (back card): Register of inquiries to buy realty 1 KEEPING REAIi ESTATE RECORDS « w z o w w a z u < u 01 S o o c 6 z o z u ff o »- ' * o ,z z o HI td O HZ as c o o HI c o SE K w U fa. ht < z o 5 < (A ta £ o z o u X Q < u o i w J' M O z 5 c u I- 1 z M s u X 3 HI 10 Z w o Z' S at •Z c o O a. li'' I- 0» u I- fat ■ z COMPLETE RECORD SYSTEM. lit presented in this article aim to meet all the needs in a real estate office and with suitable variations may be adapted to the uses of any eoncern. Od6 of the chief things the agent inds it neeegsary to keep is an accurate record of his enstomers' wants. This can be done easily by the use of a follow-up card system which consists of a number of different forms especially arranged for the real estate business. The eards are methodically arranged according to the needs of customers. Inquiries of patrons usually may be divided into these classes: First, relatiye to buying a house, a flat, a store or a vacant lot ; second, inquiries to rent a house or a flat; and third, relative to ez- ehangmg property. All Uiquiries received are recorded on cards made for the purpose and are placed in indexes for future reference. These cards have spaces for the name and ■ fftouiRv TO »uy House, rt^rs I|M|1|, .. . . . ow*- f Jii I 1 1 ■■ 1 1 J I jr II r"^ ■ 1" ■- i r *• ^ ' T'i?' " V" " """ ".J"' ' FomlV: Caiiuaedforicgiateriiigalliiifaniutiaacoiicmiii^ address of tiie person inquiriiig and for remarks eon- eeming just what is wanted; at the top are figures by wMeh the number of rooms desired may be indicated (Forms I and II). In the case of the card for inquiries to buy a house, a flat, or a vacant lot, the choice mi^ be indicated by extensions at the top margin as ahowii in Form m. These cards should be filed according to the name of the buyer. When a customer wants to make an exchange of property another card with spaces for a complete description of his property is used by the agent (Form IV). Such cards are filed according to streets soJiAt they can easily be referred to in case another ^lllll' desires property in the locality named. The agent also has records for use in case a customer has a flat building or residence or other property for sale (Forma V and VI). Spaces are arranged for a general description of the property and^ the owner's name. At the top are 120 KEEPING REAL ESTATE BECOSDS I I & I ? I u U3 i d it I i I S a I 8 COMnjETK BECOBD SYSTEM m ."VftkHt AND iifll»IIC«» - OATt i»l|r«K,oiiffimfi« \ *»«iiiri«r fio< Adoms riNlSH . TAXCS ,'-rdtiiHN«!M:» , .... , .. ,ow * -• '■^jJf* ■ T A. : Form IV; Card used forvegiateriiig all iiifi]ciiiati ^««TW«I» AND fflOMT .... - :::i:-.:^'-:tt:-i tCMffW W; r ■ii^'s COtfiTT -iiv t rtffiii VII* Cird mmI in it^tgrtMnt a piece of vMftnt city prnf t ft y wlilcli ii to sold How to Keep a Record of Real Estate Transactions Becognizing that much of future business is built on a carefully kept record of past transactions, the live real estate agent knows the value of a complete and accurate list of all his sales, rentals and exchanges. One of the best methods of keeping such a record is the card system, illustrated by the accompanying forms. Figure I— the front card— illustrates the method of recording any smaU property, whether rented or sold. The face of the card conveys all necessary informa- tlon. When it is reversed, it becomes a regular collec- tion record, as shown in Figure H— the rear card. These cards are filed alphabetically according to name of the buyer or renter of city property, and alphabetically under the name of the suburban towns for all outside property. No time is lost in finding the card wanted' and entries for coUection are easily made. If delinquencies occur a small metal tab is attached to the card, which is not removed until arrears are paid. While the card as described handles all small prop- erties, it is necessary that in handling large properties lis INTENTIONAL SECOND EXPOSURE 122 KBSPINO KEAL ESTATE BECOBDS figures for indicating the number of rooms or number of apartments in the building. When someone inquires about amy pfoperty that may be for sale the agent can quieUy glance Hmragli tlie files and without troubling to read the whole eard ean find in a moment the reeord of a property of the desired size. if it is vacant property to be disposed of, another group of records (Form VII) is referred to. The price ie usuaUy one of the important considerations and this is indicated at the top of the card by eactensions read- ing "2m/' "3m," and so on, meaning $2,000, $3,000, and higher. As in the case of the other "for sale** records, these are filed according to streets. Souses, stores and flats for rent are handled by the same system (Forms Vlll and IX). Spaees for all data concerning such property are provided so that an inquirer may secure the informa- tion he desires at a moment's notice. V. VACANT •*^«i{Bffia'! **«f..,.'*«Si^ Mncc All'-. ui« - WATtM Oft* ttNMK .TCAW* llllfHifjjjij * * t» '. ., sec. SURROUNDINGS THAHS^WtATlOU ' ^ : cxctusivc Stan mi ^ .... yt9. . fiO . - \ - . r-' ■ ■ ' '■ '"H- ■ Forni VII: Card used in describing a piece of -vacant city property which is to be sold CHAPTER XVIII How to Keep a Record of Real Estate Transactions Recognizing that much of future business is built on a carefully kept record of past transactions, the live real eatate agent knows the value of a complete and accurate list of all his sales, rentak and exchanges. One of the best methods of keeping such a record is the card system, illustrated by the accompanying forms. Figure I— the front card— illustrates the method of recording any small property, whether rented or sold. The face of the card convejnsi all necessary informa- tion. When it is reversed, it becomes a regular collec- tion record, as shown in Figure II— the rear card. These cards are filed alphabetically according to name of the buyer or renter of city property, and alphabetically under the name of the suburban towns for all outside property. No time is lost in finding the card wanted and entries for collection are easily made. If delinquencies occur a small metal tab is attached to the card, whicli is not removed until arrears are paid. While the card as described handles all small prop- erties, it is necessary that in handling large properiaei lis m MMmma mal istatb reoobds EECOED OF TEANSAOTIONS 125 - - *n ^'-'T'-'"*h''^? ti' i ii J r • • • ■ Y I j i • t - . i r i • ' j r ' V • Vi' ' i-j" 1 ' l i '*' r-'-^ ■ i»c*TiON or iMtoHTArr ^^i?^' " «r gVIU>lttO X -i — ■ - * c ** TC 0* •tATOKlTV or CCASr-:;- PAYABLC IN MONTHtY :Oft JweCKtY ll««t»Li'! or iNTCRc^r J* ense are entered on lie reverse side of this record card, as shown in Figure IV. This com- pletes a permanent yearly record against the property —a record that later becomes most valuable to the agent who handles the building in question. INTENTIONAL SECOND EXPOSURE 124 KEEPING REAL ESTATE BECOBDS - " ft 1 -.1 ft * 19 1 > < • Wife i * 1 >< • '■'•■4 J I 1 » K n k ( ( C 1 i " ( III : e - * » ■ i ( • •< I i' c) < ■i. ■■1 ■ ■• :il .■.-. l- 1 V 1 y 1 • 1 < \ ' ' O j : oti 1 ■: 1 J 1 J « 1 > : ; ■ k Z A J ^ I 1 I I ! i « ( 1 * > j s 31 • ■ 1 « i > 1 5 1 i H ^ M 1*1 ' • ( t I ■.• m 4 K a • * t : * 1 ; < { : > 4 > • * ! i i \ ■■■■ ' W < 1 1 < 1 -1 1 J 1 1 ii I ■ * W > a 5 * ID 1 \ + m J • It fl a s [ ] ^ t 1 5 1 . « 1 ft 1 E > ; i 4 a i, ; L- 1 1 * ' - 1 f > >^ j ft > ^^^^ m «'*'<. -.-<.■ > \ i » 1 « lb o c c c : a 1 4 ' 4 ft' •;-.v:|I 1 ' J r ■ •• i[ ■ it. - .f- I ^ i h I -J 1 kr ^ ■ ■ _ r C a Is ' ■-.■.■3 i S ; 2 ^ If :*«• C ' * o ** HI w 1 ■f 1 I - o i ■ S : a ^ 5 i c J. ^ -w C-* . ■ |c o ; ^ 1 M >• C ■ > ^< - !' ' * ;-.Y.**v t\ 1 ♦ "'i ur J ! < 1 L_ 1 m\ < . K Li ^ \ o > S m « :-<.:; ■ I s f* X 1 « i \ W 1 c ; < me M 2 o o z o w : c Id s SE -4 1 < 1 HI i IE 1 o 1 Q 1 ^ 1 < ■ ■ * - O c • « - v. . : fJ • w 2 m a Km < > • • < M >• u u z { ■ ( 1 ■^t 1 Ikl 1 ■ > z. \ < 1 O « m s ■ < C >• o K O • « C o u. • kl • i! -1 1 1 O U > M 1 H w u w a C I S ' < » m o il < ■ o M • •« X < 1- ft. P X <1 1 'J ■ t o M 9 BECOED OF TRANSACTIONS 125 PROPERrr RCNTCI» Ofl SOLCl ON INSTAtLMENTS MAMC AWffCft OMCmmpH AND tocATiOH or pm9P€nrt tWNT MM MOKTH OUTE or LCA«C :|rafl|5iTv or lease *AT,LecTiO»t m cwAirftt F«m I: Cud far keeptaff a ceootd ol ptoptfty rented or sdd on small payments a more complete record should be kept to make more comprehensive information available. Figure in conveys such information as is demanded to keep a complete record of a flat or apartment build- ing. When a real estate office has only a small busi- ness or a restricted territory these cards may be filed by streets only, but in a large office a numerical divi- sion is of importance in obtaining the needed card without loss of time. As these cards are a record of the property another card should be used as a record against the tenant. This card could become a regular ledger record. Items of expense are entered on the reverse side of this record card, as shown in Figure IV. This com- pletes a permanent yearly record against the property —8 record that later becomes most valuable to the agent who handles the building in question. 126 KEEPING BEAIi BETATE BEGOSDB RECORD OF TRANSACTIONS 12? While these are forms that are used by certain large agencies they may readily be applied to any real estate offiee with such slight changes as may be demanded by local conditions. To the overworked clerk and the agent the application of a somewhat mmilar method does away with that ceaseless hunt for information when a client asks for information regarding his prop- erty or a prospective tenant wants direct information from the office before inspecting a building. With a large list the brightest agent sometimes loses that per- sonal touch with his properties that is necessary to answer all inquiries. By installing a system of cards all information comes up almost automatically and the annoyance eansed by a prolonged search for inf ormar tion is done away with, the cliwit or tenant is taken care of quickly and valuable time is saved. PAID ON K fAlb ON It WO f»A)D ON l»RINCIPAV PMo ON f *om , K " * -IT AUO. -f.->'-^ 3^ »;.i.--...^M».-g^..-.-.. Fom U: Back oi Form I. providing collectiaii record; the canl s filed alphabetically 126 KEBPIMO SEAL ESTATE BBGOBDS f.- V A * m isp « •I « I- O w m -Z K u »- o z o u z »- z X X 1« m ■ ■ -i » Z :;«« m M X H « Z M O. K W K w Z O m z w M u z (A (A hi Q O u z o z 0. bJ 111 ill Id Ul «i u If) o h > s o z f- D < (A bl ¥- < 01 BECOBD OF TRANSACTIONS 127 While these are forms that are used by certain large agencies they may readily be applied to any real estate office with such slight changes as may be demanded by local conditions. To the overworked clerk and the agent the application of a somewhat similar method does away with that ceaseless hunt for information when a client asks for information regarding his prop- erty or a prospective tenant wants direct information from the office before inspecting a building. With a large list the brightest agent sometimes loses that per- sonal touch with his properties that is necessary to answer all uiquiries. By installing a system of cards all information comes up almost automatically and the annoyance caused by a prolonged search for informar tion is done away with, the client or tenant is taken care of quickly and valuable time is saved. YCAIt l»0 YCAN 1*« PIktXy ON > ON 1 1NTCR ON it PH»'i E«!T 1 «M* |f»N^ 1 H li<\, 111 ■ ■. — r 1 - , , ■ J ^ ■* 1 w ■ -V.-K ■ ■ ■ * , mmt: , - ~ I ' ; t , •* . •> * ■■•.:--ti: ■.\... - J - ■ •_v. • : V.J.. 1 -i-.S"*.*.' ** - ■ ^.-5 LV.'.-.i* .V.-; Fona II: Back of Form I. providing coUection record; the cud s filed alphabeticaUy 128 KEBPIN0 EBAIi ESTATE RECOEDS A sliidy of the aeeompanying illuslratioiiB ihowB how Ofttdly detailed accounts of rentals, sales and exchanfii may be kept. The forms here shown may be modified to suit the variouA needs of the real estate dealer, al- though for average purpoBes they may be med as they appear here. The reeordt of trantaetioiis may he elaasi- ied as desired, and the Tarlons kinds may be filed to suit the convenience of the dealer. And the fact that these card records may be filed for reference after tranaaetion la completed is often a substantial aid in separating the aeeonnts. Any of these eaids nay he rery eonveniently used to serve the purposes of a follow-up, either in selling, renting or collecting, by having the numbers 1 to 31 corresponding to the days of the month printed in a row across tiie top edge. A metal dip placed over any of these numbers immediately calls attention to any of the cards which it is desired to follow np on any particular date, and this same metal clip is then readily moved forward to serve the same purpose on the next succeeding date on which it is planned to continue the follow-up. Self-Confidence SELF-CONFIDENCE is the general manager, the pusher, the director of the master mind. It decides that the thiiig eanbedone — and spurs, drives, in- r* res the man to do it. Itis tihe breeder courage; the foundation of resolve; the stimulator of energy and genius. Uttte Due - { ■ m it n 1 'Jifmi 4 — "■ • mil ^1 1 >' * •1 1 1 1 1 HI'