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Editor’s note: The following interview was originally published in a REM special edition print magazine released Oct. 7 at the Re/Max Activate conference.
Known for their powerhouse presence in Kelowna, B.C. and beyond, sisters Tamara and Shannon Stone have built one of Canada’s top-producing teams. With over $210M in 2024 sales volume and nearly $240M year-to-date in 2025, the Stone Sisters are redefining what team leadership looks like in Canadian real estate.
REM: How did you first get into real estate?
Tamara: Our parents were in the business, so we grew up learning how to negotiate. I was drawn to the freedom and the fact that there’s no cap on earnings.
Shannon: Tamara asked me for years to join her, but I pursued a business degree and worked in marketing first. Ironically, when she stopped asking, I finally decided to join. We planned to train together for six months — and never stopped.
Q: When did you decide to build a team — and why?
Tamara: I sold real estate for 10 years before Shannon joined me. With her marketing acumen, we quickly scaled, but soon we were dropping balls. We hired an admin after her first year and then our first licensed agent in 2010.
Shannon: From the beginning, I wanted us to run real estate like a business, not just as agents. Building a team was always the vision.
Q: What roles do each of you play today?
Tamara: I coach our agents and focus on skill development. I also still attend CMA presentations with our agents.
Shannon: I lead marketing and operations while also co-leading recruiting and vision. We both coach and train through weekly meetings and one-on-ones.
Q: Give us a snapshot of your business today.
- Agents: 12 (including Tamara and Shannon)
- Staff: Five (three in-office: office manager, listing coordinator, marketing assistant; two virtual staff for showings, feedback, and reports)
- Markets served in B.C.: Kelowna, Peachland, Big White, Lake Country, West Kelowna
- 2024 production: 222 sales | $210,828,222 GSV
- 2025 YTD: 187 firm sales | $240,199,600 GSV
- Staff-to-agent ratio: One staff member for every three agents
Q: What were your first key hires that changed the business?
Tamara: Hiring a rockstar office manager, then a marketing director — Shannon had the ideas, but we needed someone to implement. Adding listing coordinators was also a game-changer.
Shannon: Our first admin and two agents were critical. Later, hiring virtual staff for phones and showings, and a listing coordinator, streamlined operations dramatically.
Q: What advice would you give a team leader making their first hire?
Tamara: Make sure you have enough business to support — agents join teams for leads.
Shannon: Hire slow, fire fast if needed. Identify the tasks you shouldn’t be doing and delegate. Create systems so new hires can take 80 per cent of the work while you focus on the 20 per cent that requires your touch.
Q: What are your top lead sources?
Tamara: Agent referrals, past client referrals, and leads from listings.
Shannon: Repeat and referral, brand awareness (mail-outs, bus benches), and social media. Our marketing budget is about 40 per cent past client, 25 per cent referral, 25 per cent marketing, and 10 per cent miscellaneous.
Q: How are leads routed and followed up?
Shannon: Leads go into our CRM and are assigned by our director of leads (round-robin for generics, best-fit for others). If it’s a referral or listing, Tamara or I handle the first call. Leads then move into drip campaigns based on category. After the transaction closes, we personally follow up and thank clients.
Q: What’s in your tech stack?
- Website: StoneSisters.com
- Automation: No dialer/text automation
- AI: Website bot for instant replies
- Finance: Excel + Hubdoc
- Other tools: ChatGPT
Q: How do you invest back into the business?
- Marketing: 6.2 per cent of revenue
- Staff/operations: 8.1 per cent of revenue
- Profit goal: Maintain 40 per cent profit, 30 per cent COGS, 30 per cent expenses
Q: What kind of agents thrive on your team?
Shannon: Hungry, smart, and a team player. New agents usually get their first deal in two to three months. Follow-up and exceptional customer service are rewarded. No follow-up? No leads.
Q: Advice for smaller teams?
Shannon: Your next hire depends on your bottleneck. If you don’t have lots of leads, an ISA doesn’t make sense — start with a transaction coordinator. Invest in social media ads and client engagement.
Lightning Round
- Favourite Canadian market truth: Referrals and repeat clients always outperform ads in ROI.
- One tech you’d fight to keep: Our CRM
- One marketing hill you’ll die on: Be in front of people.
- Agents fail because… they hide behind screens instead of connecting.
- Teams win because… of efficiency, processes, and marketing reach.
