From the NY Times:
It’s one of the oldest tricks in real estate: pretend that a property is in a more desirable neighborhood and demand more rent or a higher sale price. In other words, advertise that an apartment is in, say, Prospect Heights rather than Crown Heights.
When brokers cannot do that, some make up a whole new name, like ProCro for the area between Prospect Heights and Crown Heights. Or they rename places like the South Bronx “SoBro” and South Harlem “SoHa.”
Assemblyman Hakeem Jeffries, a Brooklyn Democrat, has little patience for this kind of broker babble. He said he would introduce a bill next week to require a series of approvals for new neighborhood names — from the community board, the City Council and the mayor.
His bill would also punish real estate brokers who promoted property with an unofficial, made-up name. The bill calls for fines and the possible suspension or revocation of brokers’ licenses.
He said he was simply trying to bring order to the chaos out there.
You're gonna have a tough time with that one, Hakeem. It's nice to want to defend neighborhood identity but your proposal violates the first amendment and there are more effective ways to embarrass realtors besides legislation.