Driving Success with Expert Guidance and Strategic Vision

Franklin Rose Real Estate Advisory is a strategic development and investment advisory firm partnering with developers, owners, and investors to shape high-performing residential and mixed-use assets. The firm advises across the full lifecycle - from land sourcing and acquisition through capital alignment, market positioning, sales execution, and exit strategy. Leveraging a national network of brokers, owners and equity partners, Franklin Rose originates on- and off- market opportunities and introduces aligned capital to support disciplined underwriting and long-term value creation.

Founded by Heather Gustafson, the firm integrates market intelligence, design intent, brand stewardship, and financial strategy to deliver precisely positioned, institutionally sound projects.

Real Estate Advisory Services

Development & Investment Strategy

- Site identification, land sourcing, and acquisition advisory
- On- and off-market opportunity origination
- Equity introductions and joint venture structuring
- Market research, feasibility analysis, and underwriting support
- Basis optimization and product mix strategy
- Capital stack alignment
- Pricing strategy and absorption modeling
Planning, Design & Asset Positioning

- Development programming and unit mix refinement
- Architectural and interior alignment with market and brand intent
- Amenity strategy and experiential differentiation
Branding & Marketing

- Brand architecture and positioning strategy
- Marketing platforms, collateral, and digital execution
- Sales environment and buyer journey design
- Public relations and media strategy
Sales & Execution Oversight

- Sales operations and performance management
- Broker strategy, training, and incentive alignment
- Pre-sale strategy and lender coordination
- Sell-out execution and exit positioning

Franklin Rose Real Estate Advisory partners with ownership and executive teams at the earliest and most consequential stages of development - where site selection, capital strategy, positioning, and market entry determine long-term outcomes.

Senior-led and intentionally selective, Franklin Rose operates as an extension of leadership, aligning development strategy, capital, brand stewardship, and sales execution to support disciplined decision-making and durable value creation.

Each engagement is tailored to the priorities of ownership and the realities of the project.