Calm Execution. Better Conversations.

A calm, behavior-driven system that helps real estate agents build visibility, trust, and consistent growth without overwhelm.

JOIN THE REFRAME LAB

Practical Strategies. Plain Language. Simple Execution.

Built by Lance Pendleton

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

ReFrame Lab brings together the frameworks, templates, and weekly cadence he uses to help agents communicate clearly, reduce stress, and create real differentiation.

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  • ReFrame Lab is a calm weekly rhythm that reduces stress and overwhelm while improving marketing consistency. The focus is behavioral psychology and consumer insight, not hype. You take simple actions that increase meaningful connection and build trust over time.

    • Consumer clarity first, not agent scripts

    • Calm execution, not constant hustle

    • Differentiation that feels human and easy

    • Systems that compound: messaging, content, outreach, and organization

  • ReFrame Lab is designed for real estate agents who want a calmer, clearer week and a stronger business.

    It’s a fit if you want:

    • Prioritization, organization, time management, and balance

    • Frameworks rooted in consumer behavior

    • Simple actions that build connection and trust

    • Clear messaging for conflict points like pricing, compensation, and expectations

    • Vetted conversations instead of raw “leads”

    • A better way to work a cold or unknown list without spammy tactics

    Time commitment: About 3.5 hours per week total for the full program option.

  • What you’ll walk away with

    • Clearer positioning and messaging that consumers understand

    • A weekly routine you can actually sustain

    • A repeatable visibility system across the right channels for you

    • Better conversations that feel calm, confident, and human

    • Tools that save time: checklists, scripts, templates, and trackers

  • Whenever you are ready to begin!

    Here is The ReFrame Lab weekly cadence

    This rhythm is the backbone of the full program experience. It’s designed to reduce overwhelm and increase momentum in simple, repeatable steps.

    Detox Plan (Monday, 30 minutes, 9:00 AM or 12:00 PM ET)

    Start the week clear. You set priorities across Self, Business, Clients, and Family, protect self-care, and leave with one “If nothing else” commitment.

    The Clinic (Tuesday, 45 minutes, 1:00 PM ET, recorded)

    Weekly lesson on differentiation and consumer communication. Learn what to stop doing, what buyers and sellers respond to, and how to handle stress and conflict points with plain-language talk tracks and examples.

    Dopamine Boost (Wednesday, 30 minutes, 9:00 AM or 12:00 PM ET)

    A live working session where you connect, not pitch. You complete three high-touch engagements and three digital engagements in 30 minutes. The rule is simple: be bright, be brief, be gone.

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Choose Your Path

ReFrame Lab includes two ways to join, depending on whether you want the ReFrame Agent Program: full weekly experience or ReFrame Marketing Course: course-only access.

REFRAME MARKETING COURSE

REFRAME AGENT PROGRAM

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 the self-paced course library with the core marketing frameworks, templates, and implementation guides to improve messaging, consistency, and consumer trust.

  • About 3.5 hours per week total, 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.