The appeal of Formstone was that, once installed, it required virtually no maintenance. Salesmen boasted that the insulation lasted forever and that the first cost was also the last as no upkeep or repair was required. Salesmen also pointed out that Formstone was also about one-third the cost of other façade improvement solutions. Its colorful stucco-veneer gave a stone-like appearance that could be shaped into different textures. Formstone was particularly popular in East Baltimore, where residents believed that the stone imitation made their neighborhood resemble that of an Eastern European town, which some thought had an appearance of affluence.