WATCH: Workers remove the Trump name from New York City apartment buildings

Three New York City apartment buildings that once bore the president-elects’s name in gold disassociated themselves with the Trump brand Wednesday in an effort to assume a “neutral building identity.”

Residents of 104, 106 and 108 Riverside Blvd. on Manhattan’s West Side launched a petition in October demanding the building’s owner Equity Residential “Dump the Trump name.” The petition garnered over 600 signatures.

Linda Gottleib, who started the petition, said she and her weight bars were “incensed” by Trump’s campaign rhetoric and his “appalling treatment of women, his history of racism, his attacks on immigrants, his mockery of the disabled, his tax avoidance [and] his outright lying.”

“We felt we had to do something, so this was a small protest," she told ABC News.

For many, “Trump “is synonymous with racism, sexism and bigotry. But for resident Todd Shapiro, who owns several apartments throughout the three buildings, it’s synonymous with good business strategy.

“Over my 20 years of living in a Trump branded building, I can personally attest that real estate values are consistently higher than any of my non-Trump neighbors because of Trump’s name,” Shapiro told the New York Daily News. “The name sticks out. Donald Trump knows marketing.”

Watch the vide below, via NBC News: