The undeveloped center of the neighborhood was subdivided and developed by the Williams brothers who were born and raised in East Atlanta and had built a lumber and concrete business nearby on Glenwood Avenue. As the residential area boomed, new banks, several super markets and drug stores, hardware stores, and a five-and-dime thrived. The Madison Theatre talking picture show and a new public library were built with the help of public donations.
In the 1960s, the civil rights struggle was at its peak across the country. Because the Grand Dragon of the KKK lived in an adjacent neighborhood, East Atlanta was targeted by civil rights groups to be an example of racial integration of housing. Under the protection of the Fair Housing Act, middle class black families were assisted in efforts to purchase houses in the area.