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Kids joined. Eldest son did some mail classes in architecture. Started designing own homes. George was around to talk to interviewers

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Nelson’s Business Practice In the 1880s, Fernando Nelson first established his career by working as a carpenter for other builders. He started his own business together with his brother-in-law William Hamerton in 1889, building two- and three-unit buildings in the Haight. In 1891, the two amicably dissolved their partnership because Nelson wanted to specialize in single-family homes for sale, while Hamerton preferred multi-unit rental properties which he also managed.” At the beginning of his career as a builder Nelson is said to have carried a card in his pocket which had differing floor plans on either side from which his clients could choose.” The exteriors of the houses were copied from pattern books and, again, the clients could select what they liked. By the time Fernando Nelson & Sons took on Parkway Terrace, Fernando’s son Frank had taken correspondence classes in drafting and architectural design. He was able to design houses for lots sold by his father, not any longer in Victorian styles, but stuccoed Mediterranean styles. The designs were not pure styles, but adapted and catered to the owners’ wishes. Client satisfaction was important to the Nelsons. The lots, varying in width from 25 feet to 40 feet, and mostly 120 feet in depth, were sold under the condition that construction would have to commence within a year. Nelson did not develop whole rows at once but individually designed houses for specific clients. He allowed that they could either be designed by his son or other architects/designers, or be built by other contractors than Fernando Nelson & Sons. Fernando Nelson offered his potential clients a financial plan in order to increase sales during the economic difficult times before and after World War I, advertising, for example, “This Home $500 Cash and the balance like rent.”13 He is said to have made monthly rounds to collect mortgage payments from his clients, as he often personally loaned customers money without involving a bank. Numerous advertisings in the San Francisco Call and Chronicle show the details of the homes in Parkway Terrace. Since Nelson & Sons developed Parkwood Heights at Arguello Boulevard and Parnassus Avenue at the same time as Parkway Terrace, the ads often included both neighborhoods. Ads included a picture of a recentlycompleted home and described both the property size, “Large lots, 33 x 120 feet,” and the equipment of the houses: “All Modern, with Solid Mahogany LivingRoom, Open Fireplace, Hardwood Floors throughout, Cabinet Kitchen, Latest Coolers, Sanitary Sink and Drains, Cement Finishing on All Sides; Combination, Sun, Guest and Living Room; Garage entrance, etc.

The company Fernando Nelson & Sons appears for the first time in Polk’s Crocker-Langley San Francisco Directory commencing with the year of 1918, but actually already existed in 1913. Listed are “Nelson F” for Fernando, “F F” for Frank Fernando, “G R” for George R., and “W A” for William A. Also listed is the sales manager, A F Lang Jr. The office was located in the Mills Building downtown with additional offices on West Portal and Ulloa Avenues. The listings in the city directories changed over time, and the 1930 listing also includes the positions held by members of the family; the company is now an incorporated real estate firm with Fernando Nelson as President, William A. as Vice President, George R. as Secretary, Joseph W. as Assistant Secretary, and Mrs. Adelia Wesenberg as Treasurer. Not everybody remained in the family enterprise. In 1930, Frank was no longer part of Fernando Nelson & Sons, but listed as a carpenter living with his new wife, Ramona, at 2 Edgehill Way. In 1942, Fernando Nelson still appeared in the city directory at the helm of the company, now located at 801 Bay Shore Boulevard. This was a difficult time for the construction business with World War II looming. Nelson still lived at the marvelous house at 2701 Lincoln Way, but soon after moved with his wife, Mary, to a smaller house at 201 Westgate Avenue. One would assume that he retired, but after the war he continued as the president of his company, still improving the housing situation of his beloved San Francisco. –>