How I became a CFO at 29 to lead the future of sustainable house building | Katie Rogers - Greencore

Discovering an unconventional path to CFO 

When I met with Katie Rogers, CFO at Greencore, I was struck by how her story captures the many different routes that can lead to success in property development. In my role at deverellsmith, I spend a lot of time speaking with people who’ve built their careers across the sector, and Katie’s journey stood out, it’s a reminder that there’s no single path to leadership in this industry. 

Katie's story began at PwC in Leeds, where she trained as an accountant. When she moved to London, she found herself working on property clients. This wasn't entirely random – her dad is a builder, and she'd spent countless Saturday mornings accompanying him on site visits. Property was in her blood. 

After joining Telford Homes initially as their auditor, Katie took what seemed like a leap of faith and asked if there might be a role for her. Fifteen years later, she'd progressed through four distinct positions, ultimately serving as both CFO and COO before the business was sold to CBRE in 2019. 

Why property finance requires different skills 

One of the most insightful points Katie made during our conversation was about how finance roles in real estate differ fundamentally from other sectors. 

In property development, she explained, you cannot simply understand the numbers. You must comprehend the entire development process, from land acquisition through planning to construction and sales. Unlike other industries, house building involves numerous variables outside your control. 

The planning system, site conditions, and market timing all dramatically impact financial projections. Katie emphasised that you need to understand not just the best-case scenario, but all potential risks and realistic timelines. This is crucial for smaller UK house builders managing debt facilities and investor relationships. 

Greencore: Leading sustainable house building 

Two years ago, Katie joined Greencore as CFO, attracted by the opportunity to apply her experience in sustainable house building. The company is building towards delivering 10,000 homes using natural materials and ultra-low energy consumption. 

What makes Greencore unique is their approach. They manufacture closed timber panels in local factories – essentially the walls of their homes – using entirely natural materials. This was developed in partnership with the University of Bath. Unlike some MMC manufacturers who've struggled with single large facilities, they're scaling through smaller, regional factories. 

When Katie joined, Greencore Homes had approximately 50 people. Today the business has around 60, with their first homes launching in Didcot this October. Their production is currently focused between Oxford and Cambridge, with plans for national expansion. 

Balancing sustainability with affordability 

One of the biggest challenges Katie described at Greencore is balancing sustainability with affordability. You can incorporate numerous green features, but if the end product becomes unaffordable, you've defeated the purpose. 

They're constantly evaluating cost versus value, now with an additional layer of sustainability KPIs. Their target market – primarily owner-occupiers and affordable housing providers – has experienced significant increases in energy bills. They're increasingly focused on lower running costs and future-proofing their homes. 

Current challenges facing UK house builders 

Katie was refreshingly candid about the challenges facing UK residential property development. The planning system remains the biggest obstacle. Whilst the government has made encouraging statements about delivering more housing over recent months, implementation takes time. 

Planning delays create a domino effect. When capital is tied up, for extra months waiting for planning approval, it delays subsequent sites. This is particularly challenging for SME property developers like Greencore operating at relatively tight margins. 

Land acquisition itself presents constant challenges. Unlike raw materials you can simply purchase, suitable development sites are limited and highly competitive. 

The reality of scaling a growing business 

Katie's honesty about the practical challenges of scaling was particularly valuable. Moving from Telford Homes, where she had a team of 20 accountants, to Green Core where she initially had just one financial controller, required significant adjustment. Suddenly, she was juggling everything from invoices to bank facilities and debt finance. 

The benefit of M&G's investment was establishing a strong senior management team early, implementing proper systems and processes. Growth will primarily come through additional site teams and factory personnel rather than overhead increases. 

Supporting women in property 

I was particularly interested in Katie's experience returning to work after having children. She took a year off with each of her two children, returning with a clear mindset about maintaining balance. 

Katie now mentors several women in the industry because she wants them to know senior roles are achievable. Her key advice? Accept help from wherever it comes. Don't try to do everything yourself. 

The future of sustainable housing 

The next 12-24 months are crucial for Greencore. Their biggest challenge is proving their model at scale, delivering 50-100 homes per site rather than small numbers. 

They've adapted a mixed-tenure business plan including affordable housing, build-to-rent properties, and homes for sale. This diversity allows them to remain agile as the market shifts. 

Katie made an excellent point about how the property sector constantly evolves. Twenty years ago, the focus was buy-to-let. Then build-to-rent emerged, followed by single-family rental. Now sustainability is becoming central.  

She couldn't imagine working in a sector that doesn't tangibly change lives. 

At deverellsmith, we're seeing this evolution firsthand as we help property professionals navigate their careers and support organisations building teams for this sustainable future. 

About the Contributors 

Georgia Zambakides – I serve as Executive Director of deverellsmith, where I spearhead growth initiatives across the company. My expertise lies in executive recruitment for the residential development sector, specialising in placing senior professionals within leading consultancies and major UK property developers. 

Katie Rogers – Katie is CFO at Greencore, bringing over 15 years of experience in house building and property development finance. She previously spent 15 years at Telford Homes, progressing from Financial Analyst to COO, before the business was sold to CBRE in 2019. Katie also serves as a Non-Executive Director of CHP housing association. 

Frequently Asked Questions 

What makes sustainable house building different from traditional construction in the UK? 

Sustainable house building uses natural materials and focuses on ultra-low energy consumption. Companies like Greencore manufacture timber panels in factories, creating homes with significantly lower running costs and reduced environmental impact, helping buyers save on energy bills whilst meeting stricter environmental regulations. 

How does the UK planning system impact property developers? 

The UK planning system creates significant delays for residential property development, often extending project timelines by 3-6 months or more. These delays are particularly challenging for SME property developers operating with limited capital, preventing steady construction programmes and affecting housing supply. 

What career opportunities exist in property development finance for women? 

Property development offers excellent career progression for women, with roles from financial analyst through to CFO positions. The sector increasingly values diverse leadership and flexible working. Professional recruitment specialists can help identify organisations prioritising diversity and progression within UK real estate.