In this Q&A, NAI Hallmark’s Co-CEO, Keith Goldfaden discusses his leadership approach, passion for real estate, and personal interests. A Jacksonville resident for nearly 20 years, he’s focused on shaping the company’s vision while staying hands-on with clients. He shares insights on empowering his team, his love for Northeast Florida, and key advice for real estate investors.
Your title with NAI Hallmark is Co-CEO. Tell us about your role within the company.
As Co-CEO, I focus on shaping the company’s vision and long-term strategy. Sharing the CEO role with my business partner, Christian Harden, allows us to divide day-to-day responsibilities according to our strengths which has been invaluable. I also remain actively involved in brokerage deals and business development, ensuring a hands-on approach to our growth and client relationships.
What leadership qualities do you believe are most important for a CEO to possess?
I believe in hiring talented, hardworking individuals who demonstrate high integrity. My goal is to equip our team with the necessary tools and resources to excel in their roles, and then grant them the autonomy to perform at their best. I am committed to being accessible, ready to roll up my sleeves and collaborate with our people to find solutions and implement them when challenges arise.
Where are you from?
I was born and raised in Gainesville, Florida but worked in New York, Las Vegas, and Miami before ultimately settling in Jacksonville nearly 20 years ago.
Why do you love Northeast Florida?
I’m drawn to the unique combination of amazing people and unbelievable natural resources. This area offers the charm and sense of community of a small town, while still providing access to the amenities of a larger city.
Favorite side of town (Riverside, San Marco, Beaches, Nocatee etc.)
The Beaches. Atlantic Beach and Amelia Island at the top of the list.
Favorite restaurant around town.
Don’t think I could pick just one, but top five would be Doro, Orsay, Blue Orchid, Salt and Restaurant Medure.
Do you have a favorite sports team?
Jags and Gators. Although it is a tough time to be fan of either team at the moment…
Tell us about a current hobby that you spend time pursuing.
I spend most of my free time with my wife and two young kids. We like to stay active, so you will usually find us hanging with friends at the beach or pool.
What book are you currently reading/listening to?
I recently finished Outlive by Peter Attia and am currently in the middle of the Elon Musk biography by Walter Issacson. In addition to audiobooks, I enjoy sports and real estate industry podcasts.
What do you enjoy most about working with your fellow NAI Hallmark team members?
I believe in hiring people who are smarter and more talented than I am. This approach not only strengthens our team but also provides me with invaluable learning opportunities. I enjoy gaining insights from our team members, whether it’s about property accounting, building systems, or advanced negotiation tactics.
What is one piece of advice that you would like to share with someone looking to invest in Real Estate?
Be humble and recognize that you can’t know everything, which makes it essential to surround yourself with the best advisors. Investing in commercial real estate is challenging, even in the best of circumstances, so minimizing downside risk is crucial. By hiring top-tier brokers, property managers, attorneys and other consultants, you ensure you’re making informed decisions and steering clear of potential pitfalls along the way.