Real estate agents are constantly told to "show their value." According to Lance Pendleton, that advice is not just outdated—it's actively holding agents back.

In this episode of Consumed, Lance breaks down why "value" has become a meaningless term in real estate, how it quietly trains agents to operate from fear, and why differentiation—not value—is the real driver of trust with today's consumers. He explains why agents aren't in sales at all, how consumers actually evaluate their experience, and what happens when agents stop trying to impress and start designing better processes.

You'll hear practical, real-world examples of differentiation that go far beyond CMAs and marketing decks—live pricing conversations, family-friendly showing strategies, immersive Matterport experiences, and creative ways to stay relevant between transactions without being annoying.

If you're tired of repeating what every other agent says and want to create an experience consumers genuinely remember, this episode will change how you think about your role in real estate.

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This podcast is produced by Two Brothers Creative.