A CFO partnership built around the realities of real estate.
Real estate businesses don't grow in a straight line. Properties are acquired. Projects begin. Entities multiply. Financing changes. Capital moves. Tax decisions overlap with operating decisions — and what worked financially at one stage may no longer be enough for the next.
Heartfelt was built to help real estate owners, investors, developers, and operators navigate that complexity with an experienced financial partner beside them — bringing together accounting, proactive tax strategy, financial planning, and ongoing CFO guidance.
Business owners wanted more than someone to organize their numbers.
After years of sitting across the table from business owners, one thing became clear. Very few wanted someone to simply organize their numbers. What they really wanted was someone they could think with.
Someone who could help them understand what they were seeing.
Someone who could explain the trade-offs behind an important decision.
"Here's what I would pay attention to next."
That desire is what Heartfelt was built around. Because a financial statement can tell you what happened. A tax return can tell you what was reported. But neither, on its own, tells you how today's financial picture should influence tomorrow's decision.
As real estate businesses grow, that distinction becomes increasingly important. Heartfelt exists to close that gap.
"The goal isn't for the owner to become the CFO. The goal is for the owner to have one."
For more than two decades, Margo Masri has worked alongside business owners through the financial realities that come with building, operating, and growing a company. Her perspective is also deeply connected to real estate — her experience spans accounting and financial strategy as well as real estate development and business operations.
She saw firsthand that accurate accounting mattered, but accurate accounting alone wasn't always enough. A business owner could have clean books and still be uncertain about where cash was going. A real estate operator could have completed tax returns and still lack a coordinated tax strategy for what was coming next.
Over time, Margo's role evolved — less about simply reporting what had already happened, and increasingly about helping owners understand what was happening now, what deserved their attention, and what needed to be considered before the next move was made. From service provider to financial partner.
Today, Margo leads Heartfelt as an ongoing CFO partner to real estate operators and growing businesses — the person clients bring into the conversation when financial decisions need context, not simply calculation. Behind that relationship is the Heartfelt team, providing the bookkeeping, accounting, tax, reporting, and financial infrastructure needed to turn strategy into actual implementation.
Experience matters when the decisions get bigger.
Margo's approach has been shaped by more than 20 years of experience across accounting, business finance, and real estate — supporting business owners through bookkeeping and financial cleanup, tax planning, cash-flow challenges, business growth, operational complexity, and increasingly strategic financial decisions.
Top 18 Bookkeepers in New York
Top 100 in Finance
RED Award — Tax, Business Growth Strategist & CFO of the Year
Credentials and recognition are only part of the story. The relationship clients have with their CFO requires trust — someone willing to understand the business beneath the numbers, ask the questions that need to be asked, and stay involved as the answers change. That's the standard Heartfelt is built around.
The Real Estate Wealth Operating System
Real estate growth isn't simply about acquiring more properties, increasing revenue, or completing another development. As the business grows, the financial infrastructure behind it has to grow too. That's why Heartfelt works through a connected progression: Clarity → Structure → Scale. These aren't three independent services or stages you complete once — each one creates the conditions for the next.
Clarity
Clarity begins with financial information you can trust. But accurate numbers are only the starting point — we want to understand what those numbers reveal about the business. The goal isn't to watch every number equally. It's to distinguish what deserves attention now from what can wait.
- Cash position & upcoming obligations
- Property & entity performance
- Profitability & margins
- Debt & financing
- Tax exposure
- Distributions & capital needs
- Financial reporting quality
- Upcoming acquisitions, projects, or commitments
Whether financial records are current and reliable, whether the operator can see what's happening across the business, whether important financial questions can actually be answered, and whether upcoming decisions are being made with sufficient information.
Structure
Clarity without structure doesn't last. If reporting is inconsistent, tax planning happens only at year-end, cash isn't actively managed, or financial responsibilities remain disconnected, the owner eventually ends up back in reactive mode. Structure is where we build consistency around the priorities identified during Clarity.
- Bookkeeping & accounting processes
- Monthly close & reporting
- Property & entity reporting
- Cash-flow management
- Proactive tax planning
- Forecasting & budgeting
- Financial controls
- Defined responsibilities & regular CFO conversations
Whether the right financial processes happen consistently, whether information reaches decision-makers when it's useful, whether tax and accounting are coordinated, and whether the business has a repeatable financial rhythm rather than relying on the owner to hold everything together.
Scale
Scale is where clarity and structure begin influencing bigger decisions, and the conversation becomes increasingly forward-looking — another acquisition, the financial implications of another project, where capital should be deployed, financing, additional staff, restructuring, distributions, or expansion.
- Scenario planning
- Acquisition analysis
- Cash-flow forecasting
- Financing & capital considerations
- Portfolio profitability
- Strategic tax planning
- Growth modeling
- Risk assessment & long-term financial planning
Not simply by whether revenue or the portfolio gets larger. Whether growth can be supported financially, whether decisions are being evaluated before capital is committed, whether the business can absorb additional complexity, and whether growth strengthens rather than destabilizes the broader financial picture.
Clarity → Structure → Scale → New Clarity. That's why this is an operating system rather than a one-time plan. As the business changes, we reassess what deserves attention, strengthen the structure around it, and prepare for what comes next.
One CFO partnership. The right level of involvement for your business.
Not every real estate business needs the same thing from its financial team. And not every business needs, or is ready to hire, a full-time CFO. Heartfelt is designed differently: Margo serves as the CFO partner helping connect the financial picture and guide the higher-level conversation, while the Heartfelt team supports that partnership through the accounting, bookkeeping, tax, reporting, and financial work required by the engagement.
For one client, that may begin with cleaning up historical records and creating dependable monthly reporting. For another, it may mean proactive tax planning and regular CFO reviews. For a more complex operator, the relationship may extend into forecasting, acquisitions, financing, portfolio strategy, cash planning, and significant growth decisions.
We meet you where you are. You don't need to assemble a different financial professional for every new stage.
Explore Our CFO PartnershipThe name was intentional.
Numbers matter. Accuracy matters. Strategy matters. But behind every financial statement is a person making decisions about something they've spent years building. That's why Heartfelt has always mattered to us.
We can challenge a decision without losing sight of the person making it.
We can talk about profitability while understanding what the business represents to the owner.
We can bring discipline to the numbers while still recognizing the vision behind them.
Our clients aren't accounts on a spreadsheet. They're people building businesses, portfolios, teams, investments, and futures. We take that responsibility seriously.
You don't need to know what service you need before you come to us.
In fact, we'd rather you didn't try to diagnose it yourself.
Not "Which package should I buy?"
But "Where does my business stand, and what deserves my attention next?"
That's why we've created the Financial Clarity Map. This complimentary assessment helps you identify where your real estate business currently sits within Clarity → Structure → Scale, where potential gaps may exist, and which financial priorities may deserve closer attention. From there, the appropriate next step may be a resource you can use yourself, a deeper Financial Diagnostic, or a Discovery Call with Margo.
You don't have to arrive with the answer. That's what the process is designed to help uncover.