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Frank J. Wachewicz |
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Frank J. Wachewicz |
Frank J. Wachewicz promoted his real estate firm in the Lake County Times from
1913 until 1929. Over 76 Wachewicz ads appeared
during these years usually during the summer and fall months. A closer look at
these ads reveals that Wachewicz was successful in his use of catchy slogans and
gimmicks, detailed descriptions of the property he sold, and appealing to the
skilled working class which created a real estate boom in the 1920s.
Wachewicz ads featured many different slogans that changed throughout the years.
The slogan, "Home of the Best (Real Estate) Home Bargains" was first seen in
1917 and remained until 1923. "The Wachewicz Way" which soon became "The
Wachewicz Way Easy to Pay" also made its first appearance in 1917, and remained
until 1928. "A Mansionette in Every Neighborhood," flooded every Wachewicz ad
published in 1928 to promote his new specialty home. These catchy slogans not
only caught the attention of the reader, but also made the Wachewicz name
unforgettable in real estate. Wachewicz also used gimmicks to interest people in
his products. As early as 1916, Wachewicz offered coupons toward the purchase of
a home or lot at one of his red tent sales. Drawings for money and home
appliances were also prevalent in Wachewicz ads. The most "off-the-wall" gimmick
appeared in the Lake County Times on October 19, 1923, in which Wachewicz
advertised that a stunt parachuter was going to fly over his lot sale in
Roselawn Park. These ads reveal that Wachewicz knew how to gain attention in his
business through advertising and giveaways. However, a key ingredient to his
success was his detailed descriptions of the houses and lots he sold.
