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Pol says no mo' ProCro, SoBro



Realtors may be calling places like ProCro and MiMA the next hot neighborhoods, but a Brooklyn assemblyman thinks the neighborhood-rebranding trend needs to go out of fashion.

Democrat Hakeem Jeffries plans to introduce a bill next week that would stop brokers from marketing these new monikers without official approval from the community board, the City Council and even the mayor.

The bill would impose fines and possible license revocation on brokers who skirt approval.

An amNewYork cover story last week cast attention on the real-estate practice.

Lupe Todd, a Jeffries’ spokeswoman, said brokers are using neighborhood acronyms to trick homebuyers into thinking property is in a more desirable area so they can jack up prices.
"They're trying to pull the wool over our eyes," Todd said.

Jeffries, who grew up in Crown Heights and now lives in Prospect Heights, is particularly upset with ProCro — which describes the border of the two neighborhoods.

"As far as he's concerned, there is no crossover between Crown Heights and Prospect Heights," Todd said. "[Brokers] are trying to make Crown Heights sound better."

But how Jeffries' bill would be implemented is a bone that real-estate agents are picking at.

"Neighborhood boundaries are difficult to define and always changing," Michael Slattery, senior vice president of the Real Estate Board of New York, said in a statement. "It is difficult to legislate the use of an official name when these neighborhood names are not legally defined."


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