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Microhood Watch: Is SEMA a Thing?

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When we came across this "Contractors Special! In the trendy South East Mission Area (SEMA)!" we had to do a double take. What in the world is SEMA? Is this a thing now, or just more realtor-speak trying to raise home values with a new microhood? Perhaps the gentrification of Valencia and the Western side of the Mission has necessitated a new name, but we tend to think this is rather obnoxious. One would think prices in the Mission are high enough as it is without this special brand of nonsense. What say you, dear readers?

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2986 22nd St [Redfin]