While many businesses scramble to attract new leads, the most sustainable growth often comes from deepening engagement with the clients you already have. The Dream 25 strategy was originally designed to pursue ideal prospects, we’ve shifted this idea to what we call the Top 25, for nurturing clients,

The Top 25 can be even more powerful when used to build loyalty, grow revenue, and strengthen your most valuable existing client relationships.

Your current clients are more than just revenue sources—they’re the ones who are most likely to stay longer, spend more, and refer others. But that only happens if you nurture those relationships with the same care and strategy you’d use to win new ones.

The Dream 25 Strategy Reimagined for Client Growth

The Dream 25 strategy gave us a structure for on-going nurturing of dream prospects. We realized when it came to clients they might be your dream, but you’ve already landed them already and now need a way to keep them. So we reimagined the strategy specific to clients and called it The Top 25. This strategy limits your focus to no more than 25 high-value relationships at a time, so you can engage with depth, not just frequency.

When applied to current clients, this becomes a proactive retention and customer loyalty strategy, turning “satisfied” customers into vocal brand ambassadors.

It requires persistence and a deep level of personalization. Therefore, the strategy got its name because it’s difficult to manage more than 25 relationships at a time at such a level. However, for the purpose of nurturing clients, we remove the limit of 25 and instead focus on each segment. The segmentation is what allows us to focus on many things.

It enables us to be strategic about how we show up.

And the reason we want to reach a broader number of our clients is based on the data that shows us there is a strong return on doing so.

In fact, our recent research shows that when clients feel appreciated through thoughtful gestures, they’re more likely to stay engaged and recommend your services to others (69% of respondents and 70% respectively).

However, most companies haven’t taken the time to segment their clients and define the level of engagement for each group. You may know who pays the most, but do you know who holds the most potential?

Step-by-Step: How to Build Your Top 25 Client List

Identify Your Top Segment

Use this simple rule: Which clients ideally represent 5–10% of your revenue, or have the potential to get there?

These are the clients that make sense investing in nurturing at your most strategic level.

Define Your Right-Fit Clients

Next, identify the qualities that make a client ideal for your business. What qualities do they have in common? Think beyond revenue and # of employees: Who aligns with your values? Who gives energy to your team? Add those people to the list as your next level segment.

Analyze Your Client Base

Sort your clients by length of relationship, upsell history, responsiveness, and their likelihood to refer others. If a client checks multiple boxes, perhaps they deserve a spot on the list.

Create Tiers

After identifying your top clients and sorting the rest, consider creating tiers. The lower tiers may not require the same level of nurturing, but they do deserve some type of attention to make sure they still feel seen and valued. After all, it doesn't help business if you have clients slipping out the backdoor while you're focusing on winning new or the top few.

Search Your CRM and Networks

Don’t overlook clients you haven’t talked to recently. Sometimes the best opportunities are hidden in relationships that have gone quiet. Not because the value is gone, but because the attention is. Place these contacts in the appropriate tiers for engagement.

Consider Multiple Contacts

Do you need to nurture multiple people in the same household or company? Remember, part of the return on relationship building comes from word of mouth and other opportunities to collaborate.

That means you should not limit the number of contacts you include from any one client.

Practical Tips for List Building and Maintenance

Start with 10 in each segment, scale from there. It’s okay to build in batches. A smaller list lets you refine your process as you go.

Track basic info. Company name, contacts, engagement history, value, and potential for referrals.

Review quarterly. Your client engagement list should be dynamic. Remove those who’ve disengaged or aren’t growing with you. Add new clients.

Don’t let perfection stall progress. Start building the list. Patterns will emerge and clarity will come with action.

Go Deeper, Not Wider on Your Client Engagement Strategy

The client engagement strategy reminds us that client growth isn’t just about adding new names. It’s about investing more intentionally in the ones who already trust you.

Once you have the list, you're going to move into creating a client engagement plan to strategically engage with each of those tiers on a regular basis. For your top tier, it might make sense to be in front of them at least quarterly and for your bottom tier, maybe it's just annually. No matter the plan, the goal is to make sure they continue to feel seen, supported and appreciated. These are the reasons they stick around longer and bring others with them. Research proves it. We'll cover additional steps in our next blog in the series.

5 Questions to Deepen Client Loyalty Now

As you consider how to evolve your Top 25 strategy into a system for nurturing existing client relationships, take a moment to reflect on these five key questions:

1. Am I nurturing existing clients with the same energy I use to attract new ones?
   Your best clients deserve your best attention. Are you showing up for them in meaningful ways?

2. Do I know which clients are already most valuable, and who’s ready to grow with us?

   Client loyalty-building starts with clarity. Identify who’s bringing the most value today and who has the potential to deepen that relationship with the right attention..

3. Do I have a system for regular, personalized touchpoints?
   Appreciation isn’t a one-and-done. Sustained loyalty comes from consistent, human interactions.

4. Are there relationships that have gone quiet simply due to a lack of attention?
   Dig into your CRM or client records. Some of your best opportunities might just be waiting to be reawakened.

5. Does my engagement strategy reflect understanding, validation, and care?
   These three elements are the foundation of emotional loyalty. Without them, you’re just another vendor.

If you need help developing a client engagement strategy around your clients, we’re here to support. Join us for one of our monthly Q&A sessions. Or book a one-on-one conversation to get started.

Frequently Asked Questions

What is the Top 25 strategy, in simple terms?

The Top 25 strategy is a focused relationship-building approach that prioritizes a small group of high-value relationships. Instead of spreading attention across everyone, it encourages deeper, more intentional engagement with the clients who matter most to long-term growth.

How many clients should I include in my engagement strategy?

There is no single right number. While the original Top 25 focuses on a limited list, a client retention strategy works best when clients are segmented into tiers. This allows you to engage more people overall, while still adjusting the depth and frequency of outreach based on their value and potential.

How do I know which clients belong in my top tier?

Top-tier clients typically represent a meaningful portion of your revenue or have strong growth potential. Beyond financial value, they often align with your values, energize your team and are likely to advocate for your brand through referrals or testimonials.

What if I don’t have clear data to segment my clients?

Start with what you have. Even basic information such as length of relationship, responsiveness, past upsells and referral history can reveal patterns. The process does not need to be perfect at the start; clarity improves as you take action and review your list regularly.

How often should I engage with each client tier?

Engagement frequency depends on the tier. Top-tier clients may benefit from quarterly or even monthly touchpoints, while lower-tier clients may only need annual check-ins. The key is consistency and intentionality, not volume.

What counts as a meaningful client touchpoint?

Meaningful touchpoints go beyond sales emails. Examples include personalized check-ins, handwritten notes, thoughtful gifts, sharing relevant insights, celebrating milestones or simply acknowledging something important in the client’s life or business.

Is this strategy realistic for small teams or solo businesses?

Yes. In fact, smaller teams often see faster results because personalization is easier to maintain. Segmenting clients helps ensure your time and energy are spent where they have the greatest impact, rather than trying to engage everyone the same way.

What is the biggest mistake businesses make with client engagement?

The most common mistake is focusing too heavily on acquiring new clients while neglecting existing ones. Without consistent care and appreciation, even satisfied clients can disengage quietly. A strong engagement strategy prevents clients from slipping out the back door

Continue The Client Strategic Engagement Series here:

Step 2: The Research Step That Builds Client Loyalty

Step 3: Turning Insight into Loyalty

Step 4: Designing Client Touchpoints For Retention

Step 5: Tracking the Ripple Effect of Client Care