Nationwide guidance built on structure, partnership, and trust.
Reframe Realty is designed for those who value calm over noise. We believe great decisions don’t come from urgency—they come from clear, steady information.
The Agent Culture
Pillar 01
Consultants
We listen first to understand your specific needs, creating a strategy that fits your life.
Pillar 02
Advocates
We protect your interests at every turn, ensuring you have a fierce representative.
Pillar 03
Advisors
We guide you with data-backed insights and a steady hand through complex choices.
Pillar 04
Educators
We empower you with the "why" behind every move, so you feel fully in control.
The guidance,
the man behind.
Real estate guidance shaped by experience, thoughtful strategy, and a belief that clients deserve clarity instead of pressure.
LANCE PENDLETON
Real Estate Executive | Business Coach | TEDx Speaker | Keynote & Workshop Leader | Podcast Host
Lance Pendleton is a real estate executive, business coach, and podcast host focused on consumer behavior, agent performance, and high-pressure decision-making. Known for straightforward advice, humor, and storytelling, he’s a sought-after keynote speaker and business advisor with more than two decades of experience educating sales professionals and entrepreneurs across the U.S.
He is the Founder and CEO of ReFrame Realty, a brokerage built to better match agents with consumers, and the creator of 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 has held pivotal leadership roles, including Chief Innovation Officer for the country’s largest Sotheby’s Realty franchise and National Head of Agent Development at Compass during its most rapid growth period, where his work supported more than 30,000 agents nationwide. Those experiences shaped his perspective on the industry’s biggest gaps and reinforced a core belief: real estate improves when consumers feel informed, protected, and empowered.
He also guides buyers and sellers who want support without the pitch, treating a move as a human experience rather than a sales transaction. Lance also hosts the Homes.com podcast “Consumed,” bringing the consumer voice back into real estate conversations, with a simple aim: to reduce noise, lower stress, and create a structure for better decisions.