More on the Last Days of the Modern Homes Department

The final Sears Modern Homes catalog was issued in 1940, and the Modern Homes Department stuck around for a few years afterwards.

The 1940 Book of Modern Homes.

Sears made many changes to its business model after the Depression:

• They listed complete pricing so customers could see the true cost to purchase a house (this included lumber, millwork, hardware, plumbing, roofing, wiring, lighting fixtures, heating system, etc.). Complete house "packages" ranged from $3,500 to $7,500 in 1939. 
• They primarily sold houses through their Modern Homes district offices. In the Chicago area, there were offices in Aurora, Chicago, Gary, Hammond, Peoria, Rockford, and Milwaukee.  If a customer came into a Sears, Roebuck retail store, they were directed to a Modern Homes office. Orders rarely came in directly from the mail.
• Sears only sold homes in the East and Midwest United States. There were no sales west of the Mississippi or south of the Mason-Dixon line.
• Sears no longer offered home construction services. They would offer an inspection service to ensure "the job is done right".
• Sears no longer offered financing. The buyer was responsible for obtaining financing through FHA or a private lender. Sears would help advise the purchaser through the financing process.