Summary:

It looks as though John McClatchy built houses mainly for the upper-middle classes, but also created some developments that were more affordable for the average middle-class individual or family. He chose to advertise all of his homes by emphasizing their affordability and modern conveniences, such as a garage. He also put great effort into showing how close each of his developments were to public transportation, making them even more desirable to those who did not own their own automobile. From the illustrations in his ads it looks as though he began with the more modest homes and by 1929 he had moved into the more expensive market. His emphasis on transportation remained constant, though.