Slats Wilson Ads for Four Hills Village Lot 5 - 1964
When researching various addresses in Four Hills Village, I stumbled across a series of realty ads that struck me as different and telling of the era versus the thousands of house description builders ads I’d seen. They were not selling homes and didn't have rigid walls to describe. The Slats Wilson’s Village Realty ads sold Albuquerque a lifestyle, a dream, and a vision. “A selection of your lot today… a promise of a home tomorrow.” The campaign was launched in 1964 to sell empty land in lot 5.
Developer Bill Brannin had a clear vision from the beginning of Four Hills Village in 1959 and he onboarded founding residents with promises of a luxury golf course neighborhood with custom-built mansions and sprawling open spaces. By 1964 the business-minded developer primarily handled the money talks with stakeholders and politicians. Slats Wilson’s Village Realty, the exclusive developer for lot 5, was charged with selling the vision to the general public. The lots in area 5 were the smallest, with lot 1 having the most significant acreage per house. Wilson was also charged with onboarding a discriminating population (their words, not mine) for the new 590 homes to maintain the air of prestige that Four Hills Village had become synonymous with.
Young executive families were the ideal client. In the 1960s the average home buyer was 23 years old. Marketing men working for the development pulled the heartstrings of parents all year. Ads had drawings of kids and photos of babies; some were even written from the child's perspective. This is all very interesting considering the residents of the development fought to forgo sidewalks because “they didn’t want children playing on them”.
One such series in the 1964 campaign that I found to be uncharacteristically creative for the era were ads that ran with no attribution and simulated letters between friends.
This particular year was unique in that it was selling the future based on the success of the past. Village Realty repeatedly touted a school that never came to be and shared maps of the golf course, with the course starting not at the club as it is today but near plot 1.
What trends do you see in these vintage ads from 1964?
March 15th, 1964, Slat Wilson’s Village Realty Advert showing the plat map for lot 5.
March 22nd, 1964, Slat Wilson’s Village Realty Advert stating 590 lots available.
April 12th, 1964, Slat Wilson’s Village Realty advert Winrock and Coronado shopping nearby.
April 15th, 1964, Slats Wilson’s Village Realty advert that states The Albuquerque Board of Education has purchased 17 acres in Four Hills for future 9 grade school.
April 19th, 1964, Slats Wilson’s Village Realty advert; the prestige of Four Hills Village is a known fact!
This ad ran on two back to back dates. April 26th &27th, 1964, Slats Wilson’s Village Realty Advert with plot 5 map.
May 10th, 1964. Slats Wilson’s Village Realty advert with a drawing of a fashionable woman encouraging a gift for mother.
May 17th, 1964; Slats Wilson’s Village Realty advert with lots of details, maps, and drawings.
May 24th, 1964, Slats Wilson’s Village Realty advert with a picture of a baby.
June 7th, 1964, Slats Wilson’s Village Realty advert, saying that school sites were established and 590 new homesites offered.
This ad ran on two back-to-back dates. July 9th & 10th 1964 Slats Wilson’s Village Realty advert for “Area No. 5”
July 14th, 1964, Slats Wilson’s Village Realty advert; feather your nest.
This ad ran on two back-to-back dates July 17th & 18th, 1964, Slats Wilson’s Village Realty advert with a drawing of a woman wearing a crown.
July 22nd, 1965, Slats Wilson’s Village Realty ad with drawing of a young girl.
July 26th, 1964, Slats Wilson’s Village Realty advert with drawing of a young boy on a rocking horse.
July 28th, 1964, Slats Wilson’s Village Realty Ad with drawings of young executive men.
September 6th, 1964, Slats Wilson’s Village Realty advert about Amy Tattler.
September 28th, 1964, Slats Wilson’s Village Realty Ad as a letter from Tom to Marty.
September 24th, 1964, Slats Wilson’s Village Realty advert as a letter to Butch from Johnny.
October 15th, 1964, Slats Wilson’s Village Realty advert; invest and enjoy life with greater returns.
October 18th, 1964, Slats Wilson’s Village Realty advert; Near schools site - proposed 9-grade school. Albuquerque School System purchased a school site in November 1963.
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