Choice New York Management

January 30, 2025

Choice New York Management

From Humble Beginnings to Industry Leadership

 

The evolution of a dynamic property management company driven by core values and entrepreneurial spirit

Thanks to its visionary leadership, Choice New York Management has comfortably claimed a spot as a leading company in property management and it, by every measure, looks forward to continued growth.

Choice New York has set clear objectives for its expansion, particularly in affordable housing and new construction projects. The company has established a robust framework for navigating tax abatements while identifying emerging market opportunities to secure a competitive edge.

Overall, Choice New York Management emphasizes consistency in its foundational operations. This means streamlined procurement practices and tight-knight vendor relationships.

By implementing rigorous vendor vetting processes, optimizing bid management, and fostering mutually beneficial and collaborative partnerships, Choice New York is able to deliver consistent value to its clients.

On the back end, this performance is fueled by the company’s entrepreneurial culture, which empowers employees with professional development opportunities and maintains a hands-on, adaptable approach to problem-solving.

With all of this considered, it’s obvious how Choice New York Management has managed to manifest as a thriving, innovative organization. Its leadership operates on a well-preserved philosophy that balances ambitious growth with deeply ingrained yet healthy hustle.

This balance, in tandem with its core values, has guided Choice New York Management’s strategic decision-making and solidified its reputation as a trusted leader in the property management industry.

This is what happens when a company can move forward with innovation and resiliently hold on to the strategies that have ensured sustained impact, growth, and excellence over the years.

 

A Modest Start to a Grand Vision

Choice New York Management, founded in 2009 by Michael Feldman, began its journey with little capital, no industry impact, and minimal connections in the bustling New York City market.

With no initial business plan beyond delivering superior service, Feldman’s story is a testament to resilience and determination. Moving to New York for personal reasons, Feldman brought with him only $4,500, which barely covered startup essentials.

However, despite early obstacles, these initial challenges shaped a foundation built on hard-earned lessons and a deep understanding of the business from the ground up.

The company’s growth trajectory is marked by milestones achieved through a combination of organic and inorganic strategies. For the first eight years, Choice New York relied on organic growth, focusing on building relationships and delivering exceptional service.

In 2013, Feldman co-founded Staffing by Choice, a sister company offering personnel solutions like superintendents, porters, handypersons, and more to enhance building-level operations. Six years later, Home by Choice, a residential brokerage arm, was established to cater to the needs of New York City property owners.

In 2017, Choice New York shifted gears, incorporating acquisitions into its strategy. This pivot laid the groundwork for its partnership with a global strategic buyer, which positioned the company as a platform leader in the New York market.

“I sold the business to the largest strategic buyer in the world, and then my company became the platform company for New York City. Now, as part of that original transaction, I acquire service companies for that buyer,” Feldman explains.

Starting with limited resources, Choice New York instilled a culture of grit and discipline. The initial lack of capital necessitated creative problem-solving, such as designing marketing materials on a shoestring budget and leveraging freelance platforms for logo designs.

While this approach posed challenges, it also fostered a deep sense of humility and a commitment to continuous improvement.

This commitment, when combined with Feldman’s focus on providing superior service, has resulted in a team-oriented culture that has proved instrumental in navigating the complexities of the New York real estate market.

A Distinctive Company Culture

Many of Choice New York’s core values can be traced to its humble beginnings. Five core values currently stand at the heart of the Choice New York Operation: be kind, be fair, work hard, earn money, and do good.

These principles guide the company’s business approach, balancing practicality with a sense of responsibility. “We’re here to work hard and earn money, but there’s a way to do it fairly, kindly, and ethically,” Feldman says.

These values, inspired by Feldman’s upbringing, permeate the company’s culture, shaping interactions with clients, residents, and employees. “I’ve always described us as serious but fun. Everyone has a job to do, but we like to have fun while we do it, so we’re very much team-oriented,” Feldman says.

Choice New York’s blend of professionalism and humanity is a key differentiator in an industry often defined by transactional relationships. Soft skills like genuine empathy and hustle are foundational to its success, and that much is evident in its day-to-day response times.

“The foundation of a good response time is care and hustle. If you don’t care and you’re not hustling, you don’t respond as quickly. If you do care and you are hustling, then you’ll respond quicker… those are just my values from my upbringing, and ultimately, they’re very effective values to have in a modern Western society,” Feldman says.

With 280 employees, Choice New York’s culture creates a collaborative, team-oriented environment where employees feel valued and engaged through collective effort shaped by everyone in the organization.

Professional education is another pillar of the company’s engagement strategy to empower its employees. The company invests in its employees’ growth by reimbursing tuition for relevant professional development courses.

While the company prioritizes practicality in funding education, this approach highlights its dedication to fostering a skilled and motivated workforce.

Technology also plays an increasingly important role in Choice New York’s operations and internal culture. The company has a solid history of integrating property technology solutions that enhance user experiences for residents, building owners, and employees.

“Prop Tech is a very large and growing part of the tech world. So, we’ve acquired software in the past and are always looking and vetting for anything that makes our user experience more efficient and pleasant,” Feldman says

Additionally, Choice New York’s approach to procurement and supply chain management is both systematic and adaptable. The company employs a three-pronged strategy that ensures efficiency and quality in its operations.

First, property managers take the lead as decision-makers, coordinating with clients to align decisions with their budgets and goals. This collaborative dynamic ensures that the property managers act as quarterbacks, driving the process forward with the client’s best interests in mind.

Second, the company maintains a rigorous vendor approval system. Vendors must reapply annually and submit documentation verifying their insurance, licenses, performance history, and areas of expertise.

This guarantees that only qualified, dependable vendors make the list, promoting consistency in service quality.

Third, Choice New York has a dedicated purchasing department that steps in for larger-scale projects. By collecting and leveling bids, this department ensures transparency and cost-effectiveness to deliver optimal results.

Vendors are integral to Choice New York’s operations and act more as partners, ensuring that mutual benefits arise from the relationship.

Clients, particularly those newer to the industry, often struggle to grasp the value of these partnerships. “We have very sophisticated clientele, and at times, they orient differently to vendors than an individual consumer would,” Feldman says, explaining how some clients perceive vendor relationships skeptically, viewing them through a lens of mistrust.

Choice New York’s leadership, however, advocates for a more positive and balanced approach.

By emphasizing gratitude for the abundance of skilled services available in New York City, the company encourages clients to appreciate the opportunity to select the best experts their region has to offer.

Lastly, despite its growth, Choice New York remains deeply committed to maintaining strong ties with the local community. The company’s leadership emphasizes the importance of networking and human connection, as well as engaging with peers and stakeholders on a personal level.

Participation in trade organizations and local media outlets plays a significant role in the company’s outreach efforts. By advertising and supporting these entities, Choice New York not only increases its visibility but also reinforces its connection to the community.

 

Preserving Entrepreneurial Roots for Future Success

Above all else in its operation, Choice New York’s entrepreneurial DNA is what truly sets it apart from many competitors.

Unlike firms with generational roots in property management, Choice New York emerged as a startup fueled by hard work and an innovative mindset. This origin story informs its culture, emphasizing adaptability, determination, and a relentless drive to excel.

So, at every level of the company, employees understand that productive hours, intense focus, and devotion to greatness define their organization.

In this case, Feldman’s hands-on approach and work ethic serve as a model, promoting an environment where effort and dedication are celebrated and rewarded.

As companies scale, it’s easy to lose the entrepreneurial grit that originally drove their success. Choice New York actively works to preserve this spirit, ensuring that its nimbleness and work ethic remain intact.

By prioritizing human connection, professional development, and collaborative partnerships, Choice New York exemplifies how a company can grow without losing sight of its core values.

This balance of corporate scale and entrepreneurial energy positions the company as a dynamic and resilient force in the property management industry.

At the same time, the company’s leadership acknowledges the complexities of maintaining explosive growth under new ownership structures. Strategic decision-making, particularly regarding talent acquisition, requires careful consideration of budgetary dynamics.

Nonetheless, the company remains focused on sustaining its trajectory while balancing operational realities.

“The future is extremely hard to predict, but we definitely want to grow in all areas. In particular, I’d say affordable housing and the new 421-a tax abatement for new construction—whether it’s condos or multi, it’s a hot area for us,” Feldman says.

The company sees the 421-a program as an opportunity to position itself as a leader in emerging markets. While the future is inherently unforeseen, Choice New York remains committed to adapting and innovating in response to industry trends and client needs.

In conclusion, Choice New York’s journey illustrates the power of strategic adaptability and a steadfast commitment to its principles.

Through optimized supply chain management, meaningful vendor relationships, community engagement, and a relentless entrepreneurial drive, Choice New York Management continues to thrive in a competitive landscape.

As it moves forward, Choice New York’s focus on innovation and growth will ensure it remains a leader in property management and delivers value to clients, employees, and the community alike.

AT A GLANCE

Choice New York Management

What: A leading property management company emphasizing growth through entrepreneurial spirit and innovative strategies

Where: New York City, New York

Website: www.choicenewyork.com

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