(Reframe Realty · A team at Real/REMAX)
You were never meant to do this alone.
Reframe Realty is a small real estate team where every agent gets a coach. We plan the week together, look after the people who matter most to your business, and treat clients the way we’d want our own parents treated. It’s also a lot more fun than doing it by yourself.
For producing agents in any state who close five or more transactions a year.
(A question from Lance)
“How many agent panels have you been to in your time in real estate? Probably dozens and dozens, and the industry loves it that way. How many consumer panels have you attended? Probably none, and that’s the mistake.”
Lance Pendleton
Real estate spends most of its time listening to itself. Our team has spent years asking buyers and sellers what the process felt like and what they needed from their agent. The word we hear most is partnership. Their answers shaped how we work with clients, and how we work with each other.
Together, we’re changing what clients think a real estate agent is, and what they should expect from one.
(How we work with people)
We’re the people you hire when you don’t want to work with a real estate agent.
This industry trained most of us in sales technique for a job that was never a sales job. Buyers and sellers don’t need pressure. They need someone to explain what happens next and protect them from bad decisions, including rushed ones.
A move rarely travels alone. There is usually something bigger underneath it, like a parent who can’t manage the stairs anymore or a new job three states away. Our job is to carry the transaction so our clients have room for the bigger thing.
(01)
Consultants.
We ask before we advise. We learn how each client takes in information and makes decisions.
(02)
Advocates.
Lance’s buyer agreement promises to show every home, whatever compensation it offers.
(03)
Advisors.
Sellers pick the comparable homes, and the price moves with their choices.
(04)
Educators.
Every client gets a plan with dates on it, so nothing comes as a surprise.
(What clients see)
Clients don’t want to hear about your value. They want to see what’s different.
Most of this industry is trained to sell its value: the marketing plan, the sales numbers, the years in the business. Clients told us it all sounds the same. What they want to understand is how working with you will be different from working with the last agent they talked to. On this team, you learn to answer that question, and you get the tools to show it.
How people decide.
The team trains in the behavioral psychology Lance teaches: how clients take in information, what builds trust and how they make decisions. So your first conversation fits the person in front of you.
Proof they can see.
Clients pick the comparable homes and watch the price move. They get a dated plan for the whole move. They see the difference before you have to describe it.
Your story, in your words.
In coaching, you work out how to say what’s different about the way you work. Your buyer’s guide, seller’s guide and working-together document come ready in Canva with your name and logo.
(Different on purpose)
It doesn’t have to be the way it’s always been.
Most agents were handed one model on their first day, and most of the industry still runs on it. We kept the parts that help people and changed the rest.
Your week.
A to-do list longer than the week.
A short plan, made together on Monday, with the first step already picked.
Your people.
Drip emails to everyone you’ve ever met.
Thirty minutes on Wednesday with the people who drive most of your business.
Your clients.
A listing presentation about you.
A conversation about them that shows how working with you is different.
A hard deal.
You work it out alone, late at night.
You call Lance, and you have teammates who’ve been there.
Who’s there.
A logo, a compliance department and a Zoom link once a month.
A coach, a transaction coordinator and a team who picks up.
Most of this takes less of your week than the usual way, because it’s built around people instead of volume.
(Your week)
An hour a week together, and nobody slips through the cracks.
Monday is planning, as a team. We look at the week together and keep it simple on purpose, down to the few things that matter most, in order. You leave knowing where to start, instead of walking into the week with all of it on your chest.
Wednesday is people. In thirty minutes or less, you work out who to connect with this week and how to look after the relationships that bring in most of your business. The usual tools turn people into a list. Wednesday turns them back into people, and keeps it small enough to do every week. Everyone does it at the same time, so it gets done.
Your week
Mon
Monday Detox
12:00 PM ET · 30 min · Plan the week together
Wed
Wednesday Dopamine Boost
12:00 PM ET · 30 min · The people who matter most
Every other week
Your time with Lance
One to one, plus a call when a deal needs it
About an hour together. The rest of the week is yours.
(What you get)
A team, a coach, and help on every file.
Your team.
A small group of agents in five states who plan the week together on Mondays, talk each other through hard deals and pass along what’s working. Nobody competes with the agent next to them.
Your coach.
One-to-one coaching with Lance every other week, and Lance on the phone when a deal gets complicated. You think it through with him before you answer.
Reframe Lab, all of it.
Monday Detox, Wednesday Dopamine Boost, every four-week sprint, the course library and the AI chief of staff program. It’s $399 a month for everyone else. For you it comes with the team.
Help on every file.
The team’s transaction coordinator on every closing, plus Rechat and RealScout. We pay for all three. Ana, our Director of Operations, sets you up and fixes whatever isn’t working.
(Your AI chief of staff)
Your day on your phone at 7.
Every agent on the team gets their own AI chief of staff, and we build it with you. You answer an interview out loud, and it learns your business, your people and the way you write. Then it takes the small daily work off your plate.
Every weekday morning, the three things that matter today and the replies you owe, already drafted. After a meeting, a follow-up and a note in the client’s file. Before an appointment, one page on the client. Nothing goes out until you’ve read it.
We set it up together in a 90-minute working session, and Lance and Ana are there when you get stuck. Everyone on the team builds it the same way, so you can borrow what’s working for the agent next to you.
(The money)
The money, in plain numbers.
You keep 75% of each commission until you’ve paid Real its $6,000 cap, which happens at $40,000 in commission income. After that you keep 90%. Our 10% has no cap. It pays for your coaching, Reframe Lab, the tools and your transaction coordinator.
“I’m not trying to make money off of any of this.”
Lance Pendleton
Book 15 minutes with Lance
(A worked example)
$150,000 in commission income, 12 closings, on a 70/30 split today.
You keep today
$105,000
You keep at Reframe Realty
$124,971
That’s $19,971 more, with coaching, Reframe Lab, a TC, Rechat and RealScout included.
After Real’s 15% to its $6,000 cap, our 10%, and every Real fee: $249 sign-up, $900 annual, $50 per closing, and the post-cap fee. Joining Real on your own, you’d keep about $134,826. So the coaching, Reframe Lab and the tools cost you $9,855 a year here.
(In their words)
What agents say about the coaching.
“I have been in real estate for 30 years and have heard all of the ‘rah rah’ in various iterations — all saying basically the same thing. Doing it the same way. The reason I work with Lance is simple: he thinks outside the box. He sees opportunities where others do not. THAT has value, and is delightfully refreshing.”
Lisamari Emery
Managing Broker, SRES · Reframe Realty
“Working with Lance’s group has been unbelievable, as it’s helped me streamline my business, be much more effective in increasing referrals and connections. Most importantly, so much of the stress of this career has come off because of how Lance has helped me learn to work with who I am and how I love working to simplify so much of the job.”
Barbara Benotto
Realtor, Compass
“Lance helped me define clear boundaries and empowered me to find the perfect balance between work and personal life. He introduced me to powerful tools and techniques that have revolutionized my work efficiency.”
Jessica Crase
If this sounds like how you want to work, let’s talk.
Fifteen minutes with Lance, who takes every first call himself. It’s a conversation, not an application. If this isn’t the right fit, he’ll say so.
Book 15 minutes with Lance
Not the right time? We’ll be here when that changes.