Distinctive gates, wood fence do much to sell the neighborhood

In Detroit, Rodney Lockwood stresses the neighborhood

"I'm selling to people who want to keep up with the Joneses most of all,"� Rodney Lockwood explains.

He laid his plans for meeting today's market a long time ago. That's the only way to do business, he insists. "If you try to decide in 1956 to meet the buyer's market of 1956, you are far too late."�

Because of foresight and planning Lockwood is sailing along in the buyer's market selling about 250 houses as scheduled. These are going up on a 1,200-lot tract which this leader assembled a long time back. The houses vary from $17,950 to $30,000 in price and just as much in design. But Lockwood's formula does not vary.

"We make a lot of sales to secondtime buyers today. In fact, in 1955 they took 82% of all the houses we sold,"� says Lockwood. "We also sell many junior executives and sons of upper-income families. They are a well-qualified type of buyer. We have the only houses which fit their desire for exclusiveness at a price they can afford to pay."�

Lockwood has found it pays off to give these buyers a $300 discount if they pay cash or arrange their own financing. This is enough to stir them "to put on the heat somewhere to get what they need, and it seems to lead to larger down payments as well."�

Photos (below): Lens Art

Contemporary design offered by Lockwood is by no means common in Detroit. Buyers have a large variety in choice of exteriors.

Open living areas inside and a wide choice in plans are offered new buyers. Models are introduced at least once a year.