Heather Gustafson is a nationally recognized real estate strategist with more than two decades of experience advising developers, investors, and ownership groups on the positioning, capitalization, marketing, and sales of complex new development projects. Over the course of her career, she has led or contributed to more than $3 billion in residential and mixed-use sales across major U.S. markets.

As Founder and Principal of Franklin Rose Real Estate Advisory, Heather partners with developers across the full investment lifecycle - from site identification and land acquisition through feasibility, product definition, branding, go-to-market strategy, sales execution, and capital alignment. In addition to development marketing and advisory, she actively sources land opportunities, leveraging her national network of owners, brokers, and capital relationships to uncover high-potential sites and structured deal opportunities.

Her work sits at the intersection of design, data, operations, and investor psychology. She is known for her ability to synthesize market intelligence, architectural intent, financial objectives, and buyer behavior into cohesive strategies that accelerate absorption and enhance long-term asset value.

Prior to founding Franklin Rose, Heather served as Managing Director of Development at Compass, where she oversaw high-profile new development portfolios and advised institutional and private developers on launch strategy and execution. Earlier in her career, as Vice President at CMK Development, she was directly involved in the planning and sales of large-scale residential projects, gaining deep experience in entitlement strategy, pricing analytics, construction coordination, and capital partner reporting.

Heather’s foundation in hospitality - including her tenure with Four Seasons Hotels and Resorts - continues to inform her approach. She brings a service-driven, brand-conscious, and detail-oriented perspective to every engagement, ensuring that projects are not only financially sound but experientially differentiated. Her work consistently reflects a five-star standard of execution, aligning investor returns with enduring brand value.

Her insights have been featured in The Wall Street Journal, Crain’s Chicago Business, Chicago Agent Magazine, Nashville Business Journal, and Nashville Post. She has been recognized by Chicago Agent Who’s Who, Hinsdale Living’s Power Women, and Chicago Social’s Dynamic Women, and was honored by the Women’s Council of Realtors as both Entrepreneur of the Year and Member of the Year.

A respected industry leader, Heather is a past President of the Chicago Women’s Council of Realtors and has served on the Board of the Chicago Association of Realtors, including as Chair of its Foundation. She has served as a Goldie B. Wolfe Miller mentor and remains an active mentor and advocate for emerging leaders in development and brokerage. 

Heather resides in Hinsdale, Illinois, with her husband and two children and remains actively engaged in civic and philanthropic initiatives within her community.