A citywide contest was held to name the development, and the winning entry was Roseland Terrace, in honor of the Cherokee roses in the area. To continue this theme, the streets were given flower names. The Zadok Realty Company made a deliberate effort to preserve and enhance the bucolic nature of the area by, for example, planting trees and hiding the telephone poles in the back alleyways. The company's ads boasted that there would be no telephone poles in the streets, but instead that they would be placed in the alleyways behind the residences so that everyone would be spared from "an unsightly conglomeration of poles and wires." Another ad guaranteed prospective buyers freedom from "a century's haphazard, careless growth."