As we noted in passing last week, Citiapartments stopped using the CitiApartments name on their site, much to the confusion of Deputy City Atty Yvonne Mere, who’s on the city’s case against Citi. She told us “One of the things they have asserted is that they’re not a ‘property management company,’ but are instead a branding agency.”

So what brand has this beleaguered landlord adopted? Readers (and Socketsite) tell us the new name is First Apartments, a name so new it’s hard to search!

From Appeal reader Daniel:

I just tried calling the CitiApartments office and they answered the phone as “First Apartments.” Then I googled FirstApartments and came upon this. Do they think changing their name is going to fix everything?

And you thought CitiApartments didn’t do maintenance!

As we noted in August, some CitiApartments-owned properties are also now masquerading as “Urban Pioneer” properties, which is already getting its due on Yelp.

We’ve put some calls into Mere to see if this name change has any relationship to the City’s suit against CitiApartments, and will update when you hear more.

the author

Eve Batey is the editor and publisher of the San Francisco Appeal. She used to be the San Francisco Chronicle's Deputy Managing Editor for Online, and started at the Chronicle as their blogging and interactive editor. Before that, she was a co-founding writer and the lead editor of SFist. She's been in the city since 1997, presently living in the Outer Sunset with her husband, cat, and dog. You can reach Eve at

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