The systems behind a full pipeline

When we decided to run a REM Mastermind session on building a pipeline, we wanted it to be practical. Not another conversation about chasing leads.

A real discussion about what keeps a business steady.

We brought together Chuck Charlton, Matthew Regan and Shannon Stone. Different markets. Different personalities. Different team structures. Most interesting, this conversation reveals what they each do consistently to remain the top of the pack.

Where clients actually come from

The session started with a simple question. Not where do your leads come from, but where do your clients come from?

Charlton answered first. Roughly 70 per cent repeat and referral. About 30 per cent new business. 

Repeat and referral business creates stability. It means you have relationships with people who trust you. At the same time, all three were intentional about bringing in new relationships. Markets shift. People move. Databases age. If you are not adding new people into your world, your circle eventually tightens.

The balance is important. Protect what you have built. Continue expanding beyond it.

What “staying in touch” really looks like

Stone described a structured plan. Monthly emails focused on value. Client events. Anniversary acknowledgements. Seasonal gifts. Ongoing social engagement. Direct outreach when appropriate. When you add it up, it works out to roughly 20 meaningful touches per year.

Regan shared that his team moved from monthly to bi-weekly emails. They expected pushback. It did not come. Engagement stayed strong because the content was useful.

Charlton takes a slightly different approach. Strategic seasonal touch points. Direct mail elements that stand out. A weekly market email that has become a core part of his communication system.

None of them rely on random check-ins. They plan out their touchpoints.

The difference between information and perspective

One of the most useful parts of the conversation was around market updates. Anyone can send statistics. Very few agents consistently explain what those statistics mean.

Charlton’s weekly Milton Market Watch email is a good example. It is not complicated. It shares numbers. It highlights listings. More importantly, it provides context. It answers the question people are quietly asking: how does this affect me?

The opportunity most agents overlook

Most agents focus heavily on people who are ready to transact in the next 30 to 60 days. That is understandable. Those conversations feel urgent.

Charlton spoke about what he calls the “slow lane.” The client who is 12 to 18 months away is often ignored. There is less competition there. If you have a system to stay relevant and helpful over time, you meet people earlier in their decision process.

Regan and Stone both segment their databases by timeline. Not everyone needs the same frequency or message. The key is having clarity about who needs what and when.

Pipeline strength often begins well before a listing appointment or buyer consultation.

Systems create consistency

All three teams use structured CRM systems, including Follow Up Boss.

The more important point was not the software. It was the discipline behind it. They track where clients come from. They monitor repeat versus referral ratios. They categorize contacts by timeline. They review performance regularly.

Stone described something her team calls “shaking the tree.” Years ago, that meant flipping through a binder of buyers and proactively reaching out. Today, it lives inside a CRM dashboard. The principle has not changed.

Opportunities rarely surface without deliberate follow-up.

Social media as visibility

Charlton sees it as social proof. People research before they reach out. A consistent presence reduces friction. Stone uses social media to educate and reinforce brand authority.

Regan leverages it inside listing presentations, helping sellers understand how their property will be exposed to the market.

Building a sphere intentionally

An attendee asked what to do if their sphere of influence feels small, especially as someone new to the country. Regan suggested starting with what you already have. Phone contacts. Personal connections. Most people underestimate their network.

Stone emphasized not being a secret agent. Be known for what you do. Know your market. Be prepared to answer basic questions clearly and confidently.

Charlton offered a different path for those who prefer it. Build an audience through information. Create value that attracts people into your ecosystem. There is no single personality type required to build a pipeline. There is, however, intention required.

Accountability and structure

We also discussed team accountability. Regan noted that hiring matters. Self-starters respond well to clear expectations and measurement. Stone spoke about aligning lead flow with standards.

Charlton shared how introducing a lead concierge role added consistency to follow-up. When someone is focused specifically on intake and conversion oversight.

A simple takeaway

After hosting the conversation and listening closely, one theme kept repeating.

A full pipeline is built.

It is built through:

• A healthy mix of repeat and new business
• Planned communication
• Clear segmentation
• Consistent follow-up
• Measured performance

If your pipeline feels unpredictable, the first place to look is not necessarily your lead sources. It may be your structure.

You can watch the full mastermind replay here: