Harlem’s gentrification and increasing real estate prices aren’t news at this point, but a local community board thinks certain real estate brokers have crossed a line. Keller Williams has reportedly created a separate office for “SoHa,” their new branding for South Harlem. Following in the footsteps of NoLo (SoHo + Nolita + Lower East Side), DoBro (Downtown Brooklyn), and Hellsea (Hell’s Kitchen + Chelsea), the moniker is seen as an attempt to make buyers and renters feel like they’re cashing in on the next trendy ‘hood. But residents of the Central Harlem area, roughly West 110th to 125th Streets, feel the marketing tactic is “arrogant” and “disrespectful,” and so Community Board 10 has introduced a resolution that would prevent brokers from using the nickname.

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