I have been looking though my collection of maps and other Florida things, and I came across this remarkable real estate ad by W. J. Willingham. I would think it is from the early part of the 1900s when Barron Collier and James Jaudon, “Father of the Tamiami Trail,” were developing South Florida. Apparently, Jaudon sold the land that became Pinecrest to Willingham.
What is of most interest to me is the tone of the ad, and how different is it compared to how we sell real estate today. For instance, the first section reads: “Hesitation:” On the plains of Hesitation bleach the bones of countless millions; some men are just plain quitters, but the most pitiable sight in the whole world of failures, is the man who will not start. Opportunity will knock at your door this week and give you a chance to start. You can deny yourself one or two simple luxuries, drop a useless habit or two, and the start is made. You can own a Pinecrest lot. You can be a true-born American and take a shot at it and if you lose, you can take your loss like a real man. On the other hand, if Pinecrest makes a wonderful town, you can enjoy the pleasures invariably comes when a man uses his head and wins. My friend, it is up to you. Will you hesitate? Or will you start? W.J. WILLINGHAM
Holy cow. This must have been the way one sold land in the Everglades in the old days, before political correctness, equal rights, and other things. Interesting to ponder, don’t you think? Maybe that’s why they mowed everything down.
Looking at the rest, Mr Willingham’s rant continues:
Here’s another duzzie: “Nerve.” That word nerve spells success. I was looking through some of old papers the other day and I ran across and old advertisement I put in a Florida newspaper a few years ago. At the at time I tried my level best to persuade someone to buy a certain property for $11,000. No one seemed to have the nerve. Finally I persuaded my brother to go in with me and buy it. All that was required a small cash payment and just a little nerve. Now to make a long story short, we recently sold a part of that property for $137,000 and we have some o the property left. In a few short years you will wonder why you did not accumulate just a little nerve when Pinecrest was just starting. Pincerest has a mighty bright future. I am going to give you an opportunity to pick up a few Pinecrest lots at auction. W.J. WILLINGHAM
This is a good one, today we would write “Do you know of anything that has destroyed America’s Everglades more than Tamiami Trail?
W.J. Willlingham’s final words are a harsh motivator as well: “J.J. Hill Said:” James J. Hill, one of the greatest builders this county has produced, designated thrift as the one qualification without which no man could succeed. He said: If you want to know whether you are destined to be a success or a failure in life, you can easily find out. The test is simple, and infallible. Are you able to save money? In not drop out. You will lose. You may think not. But you will lose as sure as you live. The seed of success not in you.” W.J. WILLINGHAM
The seed of success not in you? Hmmmm. I agree with being thrifty, but how the “seeds of success change.” To be successful, the new developers of South Florida will have to adapt to our new world of rising seas, stronger storms, climate change, and the subtleties of selling to modern society. This could be a challenge; we may have to get some advice from the gators who have around a long, long time.
Pinecrest went on to be a very successful community. I wonder what the ads in the future will look like as it goes underwater…
Pinecrest History: https://www.pinecrest-fl.gov/our-village/history
Pinecrest website: https://www.pinecrest-fl.gov/our-village
James Jaudon, Father of the Tamiami Trail: http://everglades.fiu.edu/reclaim/bios/jaudon.htm
Roads in the Everglades, Collier, Jaudon, Willlingham: https://books.google.com/books?id=oOvcDAAAQBAJ&pg=PA147&lpg=PA147&dq=wj+willingham+fl+pinecrest&source=bl&ots=TzcvzlZ04_&sig=1uugd2-UG8ag8B1QEy0IyD6oYzM&hl=en&sa=X&ved=2ahUKEwitwbfgwIjeAhWqTd8KHXnuCVcQ6AEwA3oECAcQAQ#v=onepage&q=wj%20willingham%20fl%20pinecrest&f=false