We exist because someone finally decided to say it out loud.
The real estate industry, structured as it is, does not consistently serve the people it's supposed to. Everyone inside it knows this. Most choose not to say it. Reframe Realty was built by people who couldn't stop saying it — and who eventually decided that talking about the problem wasn't enough.
This team started with a question: What would real estate look like if it was designed for the consumer instead of the commission?
Reframe Realty is the answer to that question — built by agents and an industry veteran who believed the gap between what consumers need and what the real estate industry delivers was not inevitable. It was a design flaw. And design flaws can be fixed.
We are not a traditional brokerage. We are not a franchise. We are a nationwide team of independently accomplished real estate professionals, united by a shared operating standard that puts the consumer's education, readiness, and wellbeing above every other consideration.
Our agents operate in all 50 states. They are among the most experienced in their respective markets — top 5% of the industry by production. They are here not because Reframe offered the best economics, but because Reframe offered them something more valuable: a way to practice the profession the way they always believed it should be practiced.
We believe that how you help someone is as important as what you help them achieve.
Good advising restores balance. It does not exploit stress or excitement.
Buying or selling a home is, by clinical measure, one of the three most stressful events in a human life. The excitement is real — and it should be honored. But the stress is equally real, and it changes how people process information, evaluate options, and make decisions. We are acutely aware of that.
The behavioral principles that inform our work are not incidental. Every Reframe advisor is trained to recognize when a client is operating from stress or from excitement — and to deliver the kind of counsel that restores balance, not one that exploits either extreme. That's not a therapy session. It's just what good advising looks like.
Our commitments are not a values statement on a wall. They are functional — built into how we enter every client relationship, how we structure every consultation, how we handle every negotiation, and how we communicate through every difficult moment.
What that means in practice:
These aren’t guidelines. They’re the floor.
Our commitment to every client
This is the minimum standard of conduct for a Reframe advisor. It is not aspirational. It is operational.
The guidance, the person behind it.
The only place Lance Pendleton appears on the site — because Reframe is not built around a personality. It is built around a standard.
Lance Pendleton
Lance Pendleton spent more than two decades building a career at the highest levels of the real estate industry — executive leadership at Sotheby's and Compass, team building, agent coaching, and strategic advisory work across some of the most competitive markets in the country. He knows how the industry works from the inside. And for a long time, that knowledge was the source of a growing discomfort.
The agents he admired most — the ethical, skilled, deeply committed ones — were consistently working against the grain of a system designed to reward speed and volume over care and counsel. The consumers he listened to — through years of conversations and through Consumed, his national podcast on consumer experience in real estate — were telling him the same things: that they felt rushed, uninformed, or quietly managed through a process that was supposed to serve them.
He started Reframe Realty because he finally concluded that pointing at the problem wasn't enough.
The agents who joined weren't recruited with a competitive split or a better platform. They were found — through the industry, through referrals, through shared frustration with a profession they loved but a system they didn't. They came because someone was finally building the thing they'd always believed should exist.
Lance's work at Reframe sits at the intersection of consumer advocacy, agent development, and the behavioral science of high-stakes decision-making. The company he's built reflects that: not just a real estate team, but a fundamental reorientation of what the relationship between an agent and a client is supposed to look like.
We also work with families who’ve lost their homes to disaster. That work is among the most important we do.
Reframe advisors across the country are trained to support families displaced by wildfires, floods, hurricanes, and other natural disasters — navigating an urgent, emotionally complex relocation process with the same patience and integrity we bring to every client relationship.
Learn More About Relocation Support