This section is from the book "Practical Real Estate Methods For Broker, Operator & Owner", by Thirty Experts. Also available from Amazon: Practical Real Estate Methods for Broker, Operator, Owner.
Terra cotta is used in place of stone for ornamental purposes. It lacks the strength and even surface of stone, and is a poor substitute if used in continuous courses, but is most desirable when used for ornament with brick work, in band courses, or for cornice courses, quoins, arches, etc.
A sufficient amount of stone and terra cotta should be used in ornamenting the front to present a pleasing and effective result. An attractive front, with handsome stone work and ornamental terra cotta is very pleasing to tenants, and influences the rental value of a building.