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HEATHER GUSTAFSON is the Founder and CEO of Franklin Rose Real Estate Advisory, a boutique consultancy that partners with visionary developers, investors, and institutions to bring ambitious real estate projects to life. The firm provides end-to-end guidance including market research, planning and design, branding, sales, and strategic capital partnerships—ensuring each development achieves both financial success and cultural impact. After spending decades working with some of the most recognizable luxury real estate brands, Franklin Rose was founded and carries a deeply personal legacy. Its name honors Gustafson’s two children, her grandmother, and her husband’s great-grandfather, Franklin—a pioneering businessman who, during the Great Depression, consolidated farmland in the Quad Cities to sustain families through difficult times. That spirit of resilience and foresight continues to shape the firm’s philosophy: building with intention, creating spaces that elevate the human experience, and forging partnerships that stand the test of time. With a discerning eye for design, sharp investment acumen, and a sophisticated understanding of market dynamics, Gustafson has established a reputation for delivering insight-driven, value-maximizing solutions across residential and lifestyle developments nationwide.
What conversations are you passionate about bringing to the table? At the heart of every project, we aren’t just building structures—we’re creating environments that inspire, connect, and elevate lives.
How do you give back to your community or industry? Giving back to our beautiful community has been a focus since we moved to Hinsdale over a decade ago. I served as Ways and Means Chair at the Hinsdale Community Preschool and as Fundraising Chair at Madison School and Hinsdale Middle School. I currently serve on the Women’s Board of the Joffrey Ballet.
What’s one piece of advice you wish you’d received earlier in your career? Take the risk. Especially when you are early in your career, do the thing that may be hard to replicate again. Being comfortable is nice, but taking the risk and pushing outside of your comfort is where the magic happens.
What legacy do you hope to leave behind? I hope my kids say I was a good mom who provided love, opportunity, and support to them as they chase their own dreams and that I am remembered as a good wife, partner, and friend. Community, family, and friendships give us the space, confidence, and energy to take risks in business.
For more information, visit franklinrosecompanies.com. You may also follow her on social media @heather.gustafson and @franklinroseadvisors.
