Home By Choice

What Home By Choice does

Home By Choice, LLC is a private, full-service New York City real estate brokerage operating in Manhattan, Brooklyn, and Queens. Founded in November 2019 as the brokerage arm of the broader Choice New York Companies ecosystem, it was built in partnership with Choice New York Management (which manages 250+ buildings totaling 7,500+ units and $6.4B in managed property value) and Choice New York Staffing. The firm serves four primary customer segments: property/building owners seeking owner-representation services, residential buyers, commercial and residential tenants, and real estate agents seeking exclusive listing access. Its core product is a brokerage platform (Buy/Sell/Rentals) augmented by three differentiated add-ons: UP By HOME (trademarked no-interest renovation credit for sellers, repaid at closing), Deposit-Free Renting (Obligo-powered pre-authorization in lieu of security deposits), and Virtual Tours via Vimeo-hosted and FaceTime walkthroughs.

The business model is commission-based at its core, earning transaction fees on residential and commercial sales and on rental/lease placements, supplemented by margins captured through the UP By HOME renovation program. Go-to-market is sales-led, executed by hand-selected "building experts" and neighborhood-specialist agents who maintain embedded relationships within Choice NY Management's building portfolio. The firm markets through a WordPress listings portal, branded property-content sites (exclusives/buildings), social media (Facebook, Instagram, LinkedIn), blog content, and a referral pipeline flowing from the affiliated management and staffing companies. Office footprint comprises a Manhattan headquarters (254 W 31st St) and a Brooklyn office (25 8th Avenue), with no disclosed international or non-NYC US operations.

The technology stack is intentionally lean: a property-listing website with virtual-tour embedding, deposit-free integration with Obligo, and Vimeo as the video delivery layer. No proprietary AI, ML, or data science capabilities are evidenced; no mobile app, public API, or SDK is offered. Ownership is concentrated among founders aligned with Choice New York Companies — Michael P. Feldman serves as Co-founder/CEO of the parent ecosystem, with Kevin M. Kurland as President of Home By Choice and Drew Donovan as CFO. No venture capital, private equity, or external funding rounds are disclosed; the company operates as an LLC with no public listing.

Name

Home By Choice

Legal name

Home By Choice, LLC

Website

https://homebychoicenyc.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Home By Choice is a private NYC real estate brokerage serving buyers, sellers, and tenants in Manhattan, Brooklyn, and Queens, with an owner-representation model anchored to Choice New York Management's 250-building portfolio.

Ownership category

akta.pro rank

Product category

Real Estate Brokerage

NAICS

Lessors of Residential Buildings and Dwellings (531110)

SIC

Real Estate Agents & Managers (For Others) (6531)

akta.pro primary industry

Buyer Representation Services (BPAJAAAJ)

Keywords

• Residential real estate brokerage
• Commercial property sales
• Rental leasing services
• Owner representation services
• Property listing portal

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Real Estate Sales Commission: Commission-based brokerage services for residential and commercial property sales. Agents close at above-market price points for sellers.
2. Rental/Leasing Commission: Brokerage fees for rental transactions including tenant representation and landlord representation
3. UP By HOME Renovation Program: No-interest, fee-free credit provided to sellers for renovations; credit is collected after property sells

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Home By Choice is a full-service New York City real estate brokerage that represents owners, buyers, sellers, and tenants in residential and commercial property transactions. It provides specialized owner representative services, exclusive listings through its partnership with Choice New York Management, and ancillary offerings such as the UP By HOME renovation financing program and deposit-free renting via Obligo technology.

Product overview

Home By Choice is a full-service NYC real estate brokerage offering a unified platform for buying, selling, and renting residential and commercial properties. The core brokerage operates alongside affiliated property management (Choice New York Management - 250+ buildings, $6.4B assets) and staffing services (Choice New York Staffing). The product portfolio includes: Home By Choice Brokerage as the main platform, Buy/Sell/Rentals services, UP By HOME® upgrade program for sellers, Deposit-Free Renting via Obligo, Exclusive Buildings portfolio, and Virtual Tours. The company specializes in owner rep services, pairing building and neighborhood experts with property owners to maximize results.

Differentiator

Problem solved

Functional benefit

Brands

• UP By HOME: A home upgrade and renovation program that allows sellers to prepare their property for sale with no-interest, fee-free credit from Home By Choice.

Products and services

• Buy
• Sell
• Rentals
• UP By HOME
• Deposit-Free Renting
• Building Experts / Owner Rep Services

Quantifiable outcome

• Staged homes sell 6x faster than non-staged homes (NAR Research)
• +2 more outcomes

Named customers4 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Choice New York ManagementcoreStrategic or Co-development PartnerPartnership between Home By Choice and Choice New York Management provides unprecedented opportunities for top agents to rent and sell exclusive listings. Choice New York Management manages 250+ buildings with $6.4 billion in property value and 7,500+ units.
• Choice New York StaffingcoreStrategic or Co-development PartnerPartnership with Choice New York Staffing provides building staffing, janitorial and maintenance services, complementing the brokerage and property management services.
• Real Estate Board of New York (REBNY)minorChannel Partner/ Reseller/ DistributorREBNY and RLS brokers authorized to access website for compliance verification with listing agreements and multiple listing system rules.
• Paris Forino DesignminorStrategic or Co-development PartnerInterior design firm for exclusive building listings including 371 Humboldt Street and Galerie at 22-18 Jackson Avenue.
• ODA New YorkminorStrategic or Co-development PartnerArchitecture firm for exclusive building listings including The Brooklyn Grove at 10 Nevins Street and Galerie at 22-18 Jackson Avenue.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• SERHANT. NYC-native, social-media-forward boutique brokerage. Overlaps with HBC on luxury listings, agent recruiting, and content-driven marketing to sellers and buyers in Manhattan and Brooklyn.
• Spire Group (The Modlin Group): Boutique NYC luxury brokerage known for high-profile new-development launches. Comparable on exclusive building representation and owner rep services in Manhattan prime neighborhoods.

Direct peers

• Compass: Tech-enabled residential brokerage with strong NYC presence. Competes head-on with Home By Choice for agents, listings, and seller mandates in Manhattan and Brooklyn; both pitch technology and concierge service as differentiators.
• The Corcoran Group: NYC and Hamptons-focused residential brokerage. Comparable on luxury sales, rental brokerage, and owner representation services across the same boroughs HBC serves.
• Bond New York: NYC-focused brokerage with strong rental-side expertise. Comparable on tenant representation, lease transactions, and the same downtown/Brooklyn neighborhoods HBC targets.
• Brown Harris Stevens: NYC luxury residential brokerage with deep pre-war and townhouse expertise. Closely aligned with Home By Choice's exclusive-buildings portfolio and high-end buyer rep services.
• Douglas Elliman: Long-established NYC-focused luxury brokerage. Directly comparable on buyer/seller representation, rental services, and new-development marketing across the same Manhattan/Brooklyn/Queens footprint.
• Nest Seekers International: NYC-headquartered brokerage with luxury new-development and sales focus. Directly comparable on exclusive listings, owner rep services, and high-end Manhattan/Brooklyn inventory.
• Halstead Real Estate: NYC-focused residential brokerage (now part of Compass). Comparable on buyer/seller rep, rental transactions, and Brooklyn/Manhattan neighborhood specialization.

Broad incumbents

• Sotheby's International Realty: Global luxury real estate brand with a strong NYC affiliate network. Comparable on ultra-luxury listings and high-net-worth buyer representation, though broader and less NYC-native than HBC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HomeByChoiceNYC
• LinkedInlinkedin.com/company/homebychoicenyc

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Home By Choice