The operational CFO redefining homebuilding strategy: Hilla Sferruzza, CFO of Meritage Homes
 | Hilla Sferruzza CFO, EVP Meritage Homes |
 | John McManus VP, Homebuilding HousingWire |
Overview
Hilla Sferruzza, chief financial officer at top-10 homebuilding company Meritage Homes since 2016, brings a rare, inside-out view of how a modern homebuilding enterprise actually runs – from capital allocation and land strategy to AI, operations, and customer delivery. This session explores the evolving role of the CFO as both a strategic driver and a system-wide integrator in a housing market defined by volatility, complexity, and opportunity.
What you’ll learn:
- Why the CFO role in homebuilding has expanded far beyond finance – and what that means for decision-making across the enterprise
- How operational discipline, technology (especially AI), and strategic alignment come together to drive profitability in an entry-level-focused business model
- Where real estate and mortgage leaders may be underestimating the complexity – and partnership potential – of homebuilders
What you’ll walk away with:
A sharper understanding of how homebuilders think, operate, and create value – and where you can better align with them in a shifting housing landscape.
Session Notes
Key takeaway
Meritage Homes CFO Hilla Sferruzza said the finance function in homebuilding now reaches well beyond earnings and budgeting. She said the CFO role is tied directly to operations, land strategy, technology, mortgage and title — because those decisions flow through to affordability, cycle times and the customer experience.
What leaders need to know:
- The CFO role is becoming more operational. Sferruzza said leaders need to understand the business “soup to nuts” when making capital decisions, communicating with investors and evaluating land commitments.
- Buyer hesitation is partly psychological. Sferruzza said Meritage is still seeing strong buyer credit metrics, but consumers remain uneasy about jobs, inflation, rates, AI and broader uncertainty.
- Rate buydowns remain a key affordability lever. Sferruzza said mortgage incentives are often more effective than price cuts because they directly lower monthly payments.
- Meritage views real estate agents as a core customer. Sferruzza said because most buyers work with an agent, Meritage prioritizes making agents confident in the product and the new-home process.
- Predictability is part of the sales strategy. Sferruzza said Meritage pre-starts homes and lists them when they are about 60 days from closing to create an experience that feels more like existing-home inventory.
- Outside lenders still matter. Sferruzza said that even with an in-house mortgage company, third-party lenders help serve buyers whose needs don’t fit neatly into the builder’s box.
HousingWire perspective
Sferruzza’s comments highlighted how tightly homebuilding, mortgage, real estate and consumer confidence are now linked. Affordability is not just price — it’s monthly payment, timing and trust in the process. Builders that manage those touchpoints and coordinate closely with agents and lenders will be better positioned to convert cautious buyers in an uncertain market.
Presentation Materials
The operational CFO redefining homebuilding strategy: Hilla Sferruzza, CFO of Meritage Homes
Download the full presentation from the session including charts, data visualizations, and key takeaways.
