What Does Everyone Want? Land

On July 16, 1928, the New York Times published William E. Harmon's obituary. Harmon explained his business approach: "The surest way is to hit upon something that everybody wants, make it possible for everyone to buy it and then let everyone know that I have it for sale."

He identified land as the universal desire. He developed an installment plan for real estate, allowing buyers to purchase lots with minimal cash and small weekly payments.

Harmon partnered with his brother Clifford B. Harmon and uncle Charles E Wood, pooling three thousand dollars to purchase and subdivide property in Cincinnati. Following subway expansion, the company invested over four million dollars in Brooklyn building sites between 1900-1910, developing similar properties across thirty-six cities east of the Mississippi River.