Logo for Reframe Lab with the word 'REFRAME' inside a partially open orange square and 'LAB' written below in dark blue.
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Stop winging it.
Start running it.

A weekly operating system for real estate agents who are done with the noise, the hype, and the hollow coaching programs that promise everything and deliver nothing.

This is structure. Support. Real results.

JOIN THE REFRAME LAB

$399 / month
No Contract / No Fees / Cancel Anytime

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Weekly Schedule to reduce overwhelm and set priorities

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Improve messaging, consistency, and consumer trust

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Learn what truly resonates with buyers and sellers.

The Full Breakdown

Seven things inside
Reframe Lab.

Each one is built around a specific problem real agents actually face.

  • 01. Monday Weekly Planner

    Live · 30 Minutes · Every Monday

    A live, guided group session to build your week. You map out business priorities, active clients, follow-up, family, and self-care. You leave with a plan that actually feels doable. Most agents don't fail from lack of effort. They fail from lack of structure. This fixes that.

  • 02. The Weekly Clinic

    Consumer Communication · Differentiation · Real Talk

    A weekly teaching session on the conversations that matter most: pricing, compensation, expectations, uncertainty, and pressure. In plain English. No scripts that sound like scripts. Better language creates better trust, fewer blow-ups, and clients who actually stick.

  • 03. Wednesday Outreach Session

    Live · 30 Minutes · New Business Done Together

    Stop saying "I need to get back to people" and actually do it. Every Wednesday, you join a live working session where you reach out, follow up, reconnect, and complete the business-generation moves that are easy to skip alone. Consistency is easier in community.

  • 04. Reframe Marketing Course

    LinkedIn · YouTube · Google Business · SEO · Website Visibility

    The full course is yours. Learn best practices on LinkedIn, YouTube, Google Business Profile, local SEO, website visibility, and AI-driven discovery. You don't need to do everything. You need to know where to focus and what to fix first.

  • 05. Canva-Editable Client Materials

    Buyer's Guide · Seller's Guide · Working Together Doc

    Professionally designed materials you can personalize and use immediately. Walk into any consultation looking organized, prepared, and premium — without spending a week building anything from scratch. Stop reinventing how you explain yourself every time.

  • 06. Real Community. Real Support.

    Not Just Information — Rhythm, Accountability, People

    A place to plan, work, learn, and stay in motion alongside agents who also want to do this differently. Less isolation. Less second-guessing. Less carrying the whole business alone. Structure without shame. Support without ego.

 

07. Cold Lead Handoff + Vetting System

The thing that actually sets this apart

Every other program gives you more names to chase. We take the cold names you already have (the ones sitting in your CRM), and we do the heavy lifting for you.

You hand them off. We screen them. You get back vetted, qualified clients who are ready to move.

HOW THE HANDOFF WORKS:

  • You submit your cold leads. Anyone in your CRM or pipeline you haven't fully worked / unknown conversations, stale inquiries, names without context.

  • We build the relationship, assess readiness, and filter out the tire-kickers.

  • Lance digs into their needs, timing, motivation, and real readiness to buy or sell within 90 days.

  • Not more raw leads. A vetted, ready-to-act client, referred directly back with full context.

 

One Flat Rate.
No Surprises.

Lance Pendleton in a blue blazer sitting at a white table with an open MacBook in front of him, resting his chin on his hand, looking at the camera with a slight smile, in a modern kitchen setting.

We're building something against the industry norm.

THE PHILOSOPHY

Built by Lance Pendleton

Lance is a consumer-first real estate educator and the CEO and Founder of ReFrame Realty. He brings more than two decades of experience educating sales professionals and entrepreneurs across the U.S.

Real estate has a coaching problem. It's full of people who've never actually done the hard work, charging thousands to tell agents to "level up" and "10x their mindset." We built Reframe Lab because agents deserve better than that.

This program exists for agents who are tired of being sold hype, tired of working in isolation, and ready for a system that treats them like the intelligent professionals they are.

  • No long-term commitments — because confidence in value speaks louder than contracts

  • No vague motivation — because real agents need real tools

  • No industry BS — the fluff stops here

  • Real support, real structure, real community

GET STARTED
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Built for agents who are ready for a change.

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The Solo Agent Who's Doing It All Alone

You're capable, driven, and completely burned out from having no structure, no support, and no one to work alongside. You don't need another course. You need a rhythm and a community that shows up every week.

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The Experienced Agent Who's Hit a Wall

You've been in the game long enough to know what bad coaching looks like. You're not looking for motivation — you're looking for better language, sharper marketing, and a smarter way to qualify the leads already in your world.

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The Team Leader Who Wants to Do Better

You want your agents operating with more confidence, clearer communication, and real support behind them. Reframe Lab gives your team the weekly infrastructure to stay consistent and grow.

“Most agents aren't struggling because they don't care enough. They're struggling because nobody gave them the structure, the language, or the support to do this well.”

— The thinking behind ReFrame Lab

We're not here to hype you up and send you away with homework.

The real estate industry is full of programs that charge you a fortune to tell you things you already know. We built something different.

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JOIN THE REFRAME LAB

  • The work happens LIVE, with other people, in sessions short enough to actually show up for.

  • Every week you leave with a concrete plan, not just a better mindset.

  • We don't hand you more cold names. We take your cold leads, screen them, and hand you back qualified clients who are actually ready to move.

  • $399/month. Month-to-month. If you're not finding value, you leave. No pressure. No penalty.

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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)

Ready to stop surviving
and start running your business?

Apply to join Reframe Lab. Month-to-month. Cancel anytime. Everything included from day one.

APPLY TO JOIN - $399/MONTH

No contract required. No long-term commitment. Just structure, support, and results.

Frequently Asked Questions

  • Reframe Lab is Lance Pendleton’s training hub for real estate agents, built on consumer behavior and simple weekly execution. It helps you build visibility, trust, and consistent growth without overwhelm.

  • The Reframe Agent Program includes the full Reframe Marketing Course plus the live weekly rhythm: Detox Plan, Clinic (recorded), and Dopamine Boost. It also includes access to the referral system with vetted conversations.

  • The Reframe Marketing Course is a self-paced course library with the core marketing frameworks, templates, and implementation guides to improve messaging, consistency, and consumer trust.

  • As little as 30 mins per week, the course is designed to be sustainable and calm.

  • Both. New agents get structure and clarity fast. Experienced agents get sharper differentiation, calmer execution, and a system that compounds.

  • Reframe Lab is not a “raw leads” course. It’s a consumer-first system for trust, visibility, and better conversations. The full program option also includes vetted conversations through the referral system.