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 96 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
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