To purchase a home, customers would receive a Modern Homes catalog. Despite showing home styles that customers were familiar with, customers could customize the home. For instance, a customer could reverse the floor plan or choose brick instead of wooden siding. Modern Homes were so customizable that customers could choose the color of the hardware on cabinets. In addition to customization, customers also had modern conveniences, like central heating, indoor plumbing, and electricity.
Modern Homes by Sears were cheaper because Sears could mass-produce materials, which lowered purchasing costs for customers. Pre-cut materials meant that construction time was 40% faster than alternative methods. The ballon style framing of the homes also meant that a team of skilled carpenters were not needed to built the home.
This Sears Roebuck home was built in 1911 by Albert and Belle Ballinger at 13 Branch Street in Medford, New Jersey. A home kit similar to the one at 13 Branch Street in Medford, New Jersey, has the following description:
An attractive cottage of frame construction and a popular design. The front elevation suggests the bungalow type of architecture. It has a large porch, 8 feet wide, extending across the front of the house which is sheltered by the projection of the upper story and supported with massive built-up square columns. Unique triple window in the attic and fancy leaded art glass windows add much to this pleasing design.
Modern Homes by Sears meant that customers could quickly build custom homes with modern conveniences and technologies.