20+ YEARS
Corporate Training & Business Coaching
1.5K
Presentations & Keynotes
30K
Entrepreneurs Impacted
FREE LIVE MASTERMIND | JULY 27
Why Real Estate Coaching Makes You Feel Worse
(And What to Do Instead)
Most coaching burns out by week two. Not because agents lack discipline, because the program was never built for the way they actually think. Join Lance live on July 27 to break down why that cycle happens, and what it takes to stay in the room past it.
When: July 27, 2026 | 2:00–3:00 PM ET
Where: Live on Zoom
REAL ESTATE, REFRAMED
Real Estate Executive | Business Coach | TEDx Speaker | Keynote & Workshop Leader | Podcast Host
Real estate wasn't built for the people in it. Lance spent 20+ years inside the machine learning exactly why — and what to do about it.
He was the National Head of Agent Development at the largest brokerage in the country, where he built the learning and development programs behind its growth from 6,000 to 34,000 agents. Before that, Chief Innovation Officer for the nation's largest affiliate of a global luxury real estate brand. Through all of it, a background in behavioral psychology shapes everything he teaches.
The numbers: 1,500+ presentations and keynotes, 30,000 entrepreneurs impacted, a TEDx stage, and national press features.
Today, Lance is the Founder & CEO of PreTSD Consulting, published author of The Senior Partner, and host of two national real estate podcasts — bringing the consumer voice back into an industry that stopped listening to it.
He built The Consumer Blueprint and Reframe Lab to work both sides of the problem: honest guidance for consumers, real structure for agents.
Trusted by teams, organizations, & platforms shaping modern real estate
THE SENIOR PARTNER
The 65+ market is the fastest-growing, most overlooked opportunity in real estate. Lance wrote the field guide for it twice, once for the agent doing the work, once for the homeowner living the decision.
FOR AGENTS
A Field Guide for Supporting the Real Estate Needs of Clients 65 and Over
A working field guide for agents ready to serve the 65+ market well past the two-day designation course. Demographics, family dynamics, red flags, the financial and legal terrain, and the framework for being a partner, not a transaction broker.
FOR HOMEOWNERS
A Field Guide for Homeowners 65 and Over
Written directly to the homeowner, not the industry. A calm, practical guide to one of life's biggest decisions, on your own terms, with a chapter for the adult children too.
THE REFRAME LAB
A practical, anti-hype training hub where agents and entrepreneurs replace overwhelm with structure and build marketing systems that create consistent opportunities.
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The full Reframe Lab experience. Built for agents who want stronger positioning, better conversion, and a repeatable system for visibility, follow-up, and calm closings.
Includes the Reframe Marketing Course.
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Course-only access for agents who want the foundation first. Learn the core frameworks for messaging, content, and consistent lead flow without the chaos.
Word On The Street
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“Lance is brilliant and unfailingly helpful with a remarkable gift for solving vexing problems, explaining complex technical issues and offering clear, easily understood guidance.”
Chuck Scarborough - Emmy Award Winning Journalist for NBC News
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“Having worked alongside Lance, I have firsthand experience of the impact his knowledge and expertise has on development, team performance and individual growth.”
John Lannan - Former MLB Pitcher / Organizational Psychologist for the Toronto Blue Jays
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"Lance helped me define clear boundaries & empowered me to find the perfect balance between work & personal life. He introduced me to powerful tools & techniques that have revolutionized my work efficiency."
Jessica Crase - Compass Realtor
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"Lance’s care for others in interpersonal growth and professional development has led to a transformative experience for many. He not only talks the talk, but truly walks the walk.”
Dr. Deb Courtney - Psychotherapist
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"Lance helped me discover that the more authentic I am to my true self, the better my relationships are. This was life changing, as I was trying to be everything to everybody."
Chad Jeffers - World Renowned Musician/Agent/Educator
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"I have been in real estate for 30 years and have heard all of the "rah rah" in various iterations - all saying basically the same thing. Doing it the same way. The reason I work with Lance is simple - he thinks outside the box. He sees opportunities where others do not. THAT has value - and is delightfully refreshing!"
Lisamari Emery- Managing Broker- Senior Real Estate Specialist (SRES)
The Anti-Hype Keynote Real Estate Actually Needs
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Lance speaks to real estate organizations, sales teams, universities, and leadership groups on consumer behavior and high-pressure decision-making. His style is straightforward, practical, and built for real life. Expect humor, storytelling, and frameworks your audience can use immediately.
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Consumer behavior and trust in real estate
High-pressure decision-making for sales leaders and teams
Messaging that cuts through noise and wins attention
Performance under pressure and consistent execution
Building a consumer-centered business that drives referrals
The behavior-driven marketing flywheel for agents
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The Consumed Podcast
Lance Pendleton hosts the Consumed podcast to bring the consumer voice back into real estate conversations. The aim is simple: reduce noise, lower stress, and create the structure for better decisions.
Your Source for Real Estate Consumer Insights
THE CONSUMER BLUEPRINT
Helping Homeowners Avoid the “Usual” Agent Experience
For buyers and sellers who want support without the pitch, Lance Pendleton offers calm, straight-talking guidance through one of life’s biggest transitions. He treats every move like a human experience, not a sales transaction, helping clients ask better questions, avoid common traps, and make confident decisions under pressure. The goal is simple: less stress, more clarity, and an outcome you feel good about.