'I know who I am'.

Shari Goodstein, 31, a third-generation dealmaker 

New York City's real estate families are, for the most part, patriarchal concerns where the notion of a daughter at the helm is exceptional.

One exception is Shari Goodstein, executive director of Goodstein Equities, a licensed residential real estate brokerage. In a world of leading men, Goodstein is a mainstay, above and beyond the fact that she is a she in the upper echelons of the business.

First it was her grandfather (the founder), then his son (her father) and now there's Shari, carrying the torch.

Her grandfather emigrated here from Russia when he was eight years old. Instead of attending school, he worked -- like most self-made patriarchs -- and eventually built his own development firm. Goodstein's father subsequently created the management company, Goodstein Equities.

Goodstein, 31, is petite with short, dirty-blonde hair. She is chatty and extroverted, comfortable in her manner and apparently anxious to explain who she is. Esprit de corps is the expression.

Her ebullience and spontaneity are disarming as she speaks about herself, her business and the challenges therein.

"Personality is everything," she said, by way of explanation. Rather, Goodstein is a personality. She is, after all, an Aquarius (she admitted this, unprovoked, along with having an "eccentric" streak.)

"I'm very metaphysical. You know the space/time continuum?" she asked, rhetorically.

Goodstein went on for a few minutes explaining how the space/time continuum worked. She mentioned Einstein. Though it was obvious from the sum of her speech, she added that physics "is an interest" of hers.

Listening to her speak, it was possible to identify Goodstein as resident pedagogue -- the manager walking her brokers through the finite gist of a deal or shedding light on an ethical question from the field. By her own admission,, she often assumes this role, be it on matters of real estate.

The discussion looped back to Goodstein's business savvy when she credited herself as having plenty of "creative energy." It's clear from the moment one encounters Goodstein that energy is one of her strongest suits.

The conversation then branched off onto the topic of family business and the pressures incumbent upon her as a scion.

Does she feel any negative pressure from those who believe she has been given what they have had to earn, in a professional sense?

"I know who I am. I don't think people have the perception that I got the job through anything but hard work," said Goodstein emphatically.

When she was eighteen, she worked summers at the family real estate firm. Goodstein had her broker's license by that age.

Then, in 1993, she earned a masters degree from the New York Real Estate Institute.

When she started working here, Robert DeLeonardis was her mentor. She called him a visionary who really "enjoys the big picture."

"I met Shari in 1989," said DeLeonardis, now Goodstein Equities' chief operating officer. "She's full of energy and she's a closer. Also, she is exceedingly ethical." As for any pressure that Goodstein might feel being a high-ranking woman in a predominantly male industry, DeLeonardis credited this factor to her advantage. "This gives her even more incentive. It really is a driving force," he said.

Her perkiness is on a par with Katie Couric. But her carefree attitude is underscored by the "Code."

"You have to draw the line, especially with the Code of Ethics," said Goodstein, referring to the Real Estate Board of New York's code. Goodstein is an active member of REBNY, among other real estate-based organizations.

The REBNY Code of Ethics accounts for three pages of 1999's Diary and Manual. In it, several standards of professional conduct are outlined, along with guidelines for property managers.

Though it only represents a fraction of the 800-plus total pages, these are gospel items for Goodstein.

"I put an end to 'pocket listings'. The goal is, of course, to be fair and equitable while forcing the brokers to cooperate," said Goodstein. According to Goodstein, her staff often co-brokers deals which, surprisingly, "allows them to make more money."

"I really allow my people to be creative. When it comes down to it, I work for them," said Goodstein.

When she's not working on Goodstein Equities business, she heads up the listing exchange, which she said "will dovetail into the MLS." As for her hours, that depends. "Some days I'm here all day and night. Other days, not at all," she said.

Goodstein "has people stationed all over town," she said -- her brokers. They work their own turf so that they know their market better than other competing brokers who might cover a wider piece of ground.

"It's not the art of the deal when it comes to it," said Goodstein, summing up her view of the business. "It really is the creative, energy that matters the most."