Reframe Realty

We exist to give relationship-driven agents everything the industry never gave them — so they can spend their time with people instead of fighting the machinery.

Reframe Realty is a real estate team on the Real Brokerage platform. Lance Pendleton leads it. He spent two decades in the industry, most of it developing agents — including as National Head of Agent Development at Compass — and the last several years coaching agents one at a time.

The team exists because of a pattern he kept running into. The agents who are best with people are often the ones the industry serves worst. They get sales training for a job that isn't a sales job, tools built for volume rather than relationships, and no help at all with the part of the work that actually takes the toll.

So this is built the other way around. Coaching, client materials, transaction help, marketing, and the platform beneath it are all here for one reason: so an agent can spend their time with people rather than on the machinery.

Coaching -Weekly one-on-one coaching with Lance, included. Not a group call you dial into. Your business, your market, your clients.
Executive function coaching alongside it — the practical skills this job runs on: prioritization, organization, time management, impulse control, and emotional regulation. Most agents were never taught any of it, and it's the difference between a good year and a good decade.
Live deal and negotiation support: When a deal gets complicated, you have someone to think it through with before you respond.
Client materials, already built
A transaction coordinator on your deals — one named person, contract to close, with the whole timeline visible so you're never guessing.
Full free access to the Reframe Lab Program
The Real platform underneath it
reZEN for transactions. Leo AI.
Revenue share, stock and equity programs, and Real Wallet.
Healthcare, dental, vision, life and disability access