20+ YEARS
Corporate Training & Business Coaching
1.5K
Presentations & Keynotes
30K
Entrepreneurs Impacted
REAL ESTATE, REFRAMED.
Real Estate Executive | Business Coach | TEDx Speaker | Keynote & Workshop Leader | Podcast Host
Lance is the Founder and CEO of ReFrame Realty, a brokerage built to better match agents with consumers.
He is the creator of the Reframe Lab, a practical, anti-hype online training hub where agents and entrepreneurs can replace overwhelm with structure and build behavior-driven systems for calm, consistent closings.
Lance also hosts the Homes.com podcast “Consumed,” bringing the consumer voice back into real estate conversations.
Trusted by teams, organizations, & platforms shaping modern real estate
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.
Not sure which to choose? Start with the course if you want the foundation. Choose the program if you want the full structure and deeper implementation.
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
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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Download the press kit here.
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
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.