Included — not an upsell
Coaching that changes how you operate.
Executive coaching plus executive function coaching, backed by behavioral psychology. It’s woven into everything at Reframe.
Executive function is the missing skillset in real estate. It isn’t about working harder — it’s about the five things this job burns through fastest: prioritization, organization, time management, impulse control, and emotional regulation. All five are trainable.
What we coach
The five this job burns through.
Prioritization
Deciding what actually matters this week, when everything in the business is shouting that it’s urgent. You learn to sequence instead of react.
Organization
One place where things live, so you’re not rebuilding the same system every quarter or hunting for something you already had.
Time management
Structuring your days so the important work happens first, not just the loud work. The week stops being something that happens to you.
Impulse control
Staying on the plan when a new lead source, a long client call, or your own inbox tries to pull you off it. The plan survives contact with Tuesday.
Emotional regulation
Responding instead of reacting. Staying steady through anxious clients, tense negotiations, and decisions that carry real weight.
Your week
What coaching looks like, week to week.
01
Weekly planning — your flight plan
Every week starts with a structured plan. You identify priorities, set intentions, and map your time.
02
Weekly outreach & accountability
Consistent outreach that feels human — not robotic scripts. Plus accountability that keeps you honest.
03
Deal strategy & negotiation
Live support for your active deals. Positioning, messaging refinement, and negotiation strategy.
04
Team support layer
You’re never alone. Questions, roadblocks, emotional weight — there’s always someone in your corner.
Your coach
Meet Lance Pendleton.
Lance is an executive coach, business advisor, and the founder of Reframe Realty. For more than two decades he’s trained sales professionals and entrepreneurs across the U.S., combining real-world operational leadership with deep study in behavioral psychology and executive coaching.
His coaching isn’t motivational hype. It’s structured, practical, and built around how your brain actually works — so you can plan more effectively, prioritize with clarity, and stay consistent under pressure. He also created Reframe Lab, a hands-on training hub where agents replace overwhelm with behavior-driven systems for calm, repeatable 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, where his work supported 30,000+ agents. Those experiences shaped his view of the industry’s biggest gaps — and reinforced a core belief: real estate improves when consumers feel informed, protected, and empowered. He also hosts the Homes.com podcast “Consumed,” bringing the consumer voice back into the conversation.
Reframe exists to help agents build sustainable businesses — and to elevate the experience clients receive.
You’re not alone
Coaching is included because it should be.
Let’s talk about what structure could look like for you.
Talk to Lance