Each Wednesday, Real Estate Magazine shares insights, experiences and advice from top-performing agents across Canada. If you’d like to contribute or nominate a colleague or team, send us an email.

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.

Steven Liambas of Re/Max Noblecorp Real Estate has built a solid luxury business in the Toronto area, based on innovative marketing tactics, personal touchpoints with clients and keeping on the cutting edge of technology and tools. In this interview, he shares the strategies that have helped big level up in the industry. 

Q: How did you first get into real estate?

A: Before real estate, I worked at a sports nutrition company where I built close relationships with NHL athletes. While I loved that experience, my passion was always marketing, architecture and luxury real estate. With my network of professional athletes, my marketing background and the credibility of having a brother who played pro hockey, I carved out a niche in athlete relocation — and quickly found success in luxury real estate.

Q: Why did you choose to be a solo luxury agent?

A: Eight years ago, I saw a gap in how agents built their own brand alongside their brokerage. I spent six months creating a personal brand before launching my career, treating myself as the product. I wanted full creative control, especially in luxury marketing. Over the years, that vision has evolved into a brand known for creativity and distinct property promotion.

Q: What roles do you juggle today?

A: My main focus is marketing and building my brand, especially by leveraging AI to stay ahead. Setting myself apart from other agents is a priority, and I’m constantly introducing new marketing tools and strategies to promote my luxury properties. 

At the same time, I handle all day-to-day real estate duties — showings, listing presentations, negotiations — so my clients always get a personal, hands-on experience.

Q: Give us a snapshot of your business today.

• Brokerage: REMAX Noblecorp Real Estate
• Markets: Toronto, Vaughan, Kleinburg, Woodbridge, King City, Nobleton, Etobicoke
• 2024 Production: 32 transactions | $24.5 million in sales volume
• Business mix: Balanced between buyers and listings
• Support: Solo agent, with brokerage admin support, plus a marketing consultant and media company

Q: What early investments shaped your business?

A: First, I built my personal brand with a designer. Second, I committed to high-quality media and video production for every listing. Third, I embraced technology, especially AI and digital tools, to stay ahead of trends and deliver standout marketing.

Q: What advice would you give a solo agent making their first hire?

A: Focus on creating a strong personal identity first. If branding and marketing aren’t your strengths, outsource them. Freeing up your time to focus on clients is the smartest investment you can make.

Q: What are your top lead sources?

A: Referrals are my number one source of business, and they often come from past clients who introduce me to their family and friends. That foundation has become the biggest driver of my growth. My second source is social media, particularly Instagram, where I showcase both my brand and my listings. Third is networking. I am always building new relationships, no matter where I am, and that consistent effort continues to expand my reach.

About 75 per cent of my marketing budget goes to media production, from high-end video to lifestyle shoots. I’ve even used a replica Batmobile to promote a Batman-inspired home. The rest goes to social ads and bus ads in key markets.

Q: If you had to cut one channel tomorrow, which would hurt the most — and why?

A: If I didn’t have my referral base, it would affect my business tremendously. My entire model is built on providing the best possible client service, which not only achieves their buying or selling goals but also builds long-term trust. That naturally snowballs into referrals, and it is the foundation that sustains everything else I do.

Q: How do you handle new leads?

A: I respond within minutes. Leads go straight into my CRM, followed by a call, Zoom, or meeting. I pre-qualify, set expectations, and create trust immediately. On average, it takes one touch to get an appointment and three to four touches to secure a contract.

Q: Do you use any ISA/assistant support, or do you handle all leads yourself?

A: I personally handle all leads because I believe people are reaching out specifically to work with me. They want my expertise and guidance, not to be passed along to someone else. Keeping it personal builds stronger relationships and ensures my clients always feel taken care of.

Q: What’s in your tech stack?

• CRM: Website backend + Realm + Excel + Mailchimp
• Website/IDX: Custom site with market data, newsletters, buyer/seller guides
• AI: Used daily for brainstorming, marketing, and media
• Other tools: Photoshop for visual assets

Q: How much do you reinvest into the business?

 A: About five to 10 per cent of revenue goes into marketing, which includes advertising, staging, and property promotion, and 10 to 15 per cent into my media company partnership. They help bring my vision to life, from showcasing properties to implementing AI-driven tools that elevate the overall marketing experience.

I don’t track cost per lead the traditional way. ROI for me is measured in service quality and referrals. My healthy ROAS is four to five times.

Q: Who are the best-fit clients for your approach?

A: Luxury-focused buyers and sellers who value creativity, expertise, and a calm, informed process. My motto is simple: “When you know, you know.”

Q: If a solo agent has $5,000/month to invest, where should it go for the next six to 12 months?

A: The first priority should be building a strong personal brand. Invest in creating an identity that sets you apart from other agents. If you do not have the skill set to bring it to life yourself, work with a professional agency or media company that can. Strong branding combined with polished media for your listings is the fastest way to stand out, attract new clients, and build credibility.

Q: What’s the minimum viable follow-up cadence you’d recommend?

A: Consistency is more important than intensity. At a minimum, stay in touch with leads and past clients monthly, whether through a newsletter, market update or personal check-in. The key is to make sure you are always first top of mind when real estate comes up in conversation.

Lightning round

• Market insight: Luxury is stronger than people think — well-presented homes still move in shifting markets.
• Tech you’d fight to keep: AI
• Marketing hill you’ll die on: Presentation is everything.
• Agents fail because… they lack consistency and don’t build a brand.
• Solo agents win because… they create identity, build relationships, and deliver a personalized experience.

The post Agent spotlight: Q&A with luxury leader Steven Liambas appeared first on REM.

Each Wednesday, Real Estate Magazine shares insights, experiences and advice from top-performing agents across Canada. If you’d like to contribute, or nominate a colleague or team, send us an email.

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.

The post Agent spotlight: Q&A with Kelowna’s Stone Sisters appeared first on REM.