In an episode of the DealMachine REI Podcast, Yonas Tzegai and Fred Scale break down their value-first lead generation model, share real-world results, and explain how agents can stand out in today’s market. Want to hear the full interview? Watch the full episode below:
Value-first lead generation flips the script. Instead of asking agents to pay upfront for leads, this strategy delivers real results first, like live appointments or quality conversations. Once the agent sees the value, they decide whether to invest.
This approach builds trust, reduces risk, and helps agents grow faster in a competitive market.
Many real estate agents feel trapped in a loop of buying leads that go nowhere, missed calls, no-shows, and long-term contracts that don’t deliver. Yonas Tzegai and Fred Scale saw this first-hand and built a model that gives before it asks.
They created a free trial system that delivers results upfront, and only charges when agents are satisfied with the outcome.
"We built a system that gives agents the most valuable thing they could ask for, results upfront."
Agents get live appointments and motivated lead conversations, at scale, before they pay anything. The trial is designed to:
After each appointment, agents score the experience. Anything under an 8 out of 10 earns them a credit. This keeps accountability high and builds long-term relationships.
"If the result isn’t great, we give the agent another appointment, no questions asked."
The system is built on three simple parts:
Fred on Why Their Model Works: “Agents stay with us because the system actually works, not because of flashy sales tactics.”
Top real estate agents aren’t necessarily more talented, they’re more consistent and urgent. They act fast and make the most of every opportunity.
They:
"Some agents call once and quit. Top agents call from four different numbers."
Top agents don’t wait. They act fast, follow up multiple times, and refine their process daily.
Consistent growth requires consistent action. Some agents expect a listing in three days. While that’s possible, it’s not the norm. Agents who succeed focus on what they can control and commit to the process.
They improve by:
"We give you the trial, but success comes from how you work it."
Agents should master their lead pipeline before outsourcing it. Without firsthand experience, you can’t train others or troubleshoot issues effectively.
Yonas and Fred took 28+ calls a day in the early days to understand the system and customer journey.
"Be ruthless in your pursuit of excellence."
In a market full of copy-paste tactics, originality wins. Most agents use the same Facebook ads or generic seller guides. The ones who stand out offer real value and connect on a human level.
They:
"Give something people actually want, not another PDF."
Know your lane, then optimize it. Yonas and Fred split roles based on their strengths. Agents should do the same. Don’t try to master everything, double down on what you’re good at, and bring in help for what you’re not.
Know your strengths. Improve your weak spots. Then sScale with clarity and support.
The most successful agents rely on systems, not motivation. They’re boring, but consistent. These habits drive predictable growth:
These small steps, repeated daily, stack up to long-term wins.
Hype fades, results last. Instead of leaning on scripts and objections, Yonas and Fred focus on simplicity, clarity, and trust. Their process is built on:
Comfort is the enemy of growth. Successful agents embrace discomfort. They don’t avoid the hard stuff, they lead with it.
Confidence isn’t given. It’s built by doing the work others avoid.
Generic doesn’t convert. Personal does. The best real estate offers are specific, relevant, and tailored to the client.
Some examples:
These feel personal, and that builds trust.
Don’t just chase trends. Use what works. Underused channels like SMS, short video, and in-person outreach often beat ads, especially when you’re consistent.
Strategy tip: Pick 2–3 channels you can run well. Master them. Track the results. Adjust weekly.
Your numbers tell the truth. Metrics show where you’re winning, and where you’re not. Even tracking just 2–3 consistently can change the game.
Key metrics:
Micro-optimizations lead to macro-results. Yonas and Fred constantly test new ways to improve performance. One better call script, one faster text reply, or one clearer confirmation message can move the needle.
They test:
Over time, these changes stack.
Trust builds faster when you give first. Leading with value doesn’t just attract attention, it earns commitment. This strategy works because it shifts the risk and shows, not tells.
Find what your client wants most. Give it away first. Do it at scale.
What is value-first lead generation in real estate?
It’s a strategy where agents deliver real value, like appointments or consultations, before asking for payment. This builds trust and filters serious prospects.
Yes, a free trial can deliver high-quality real estate leads when it includes clear deliverables, real conversations, and a reliable follow-up system.
Top agents don’t just call once. As Fred explained, they’ll call from multiple numbers, follow up fast, and stay engaged. It’s not about pressure, it’s about persistence and value.
A custom home valuation, a neighborhood report, or a buyer consultation, especially if it’s personal and delivered fast.
Look for transparency, measurable performance, client reviews, and pay-after-results options. Avoid generic promises.
Yonas Tzegai and Fred Scale built their business on a simple principle: deliver value first. It works in real estate and other service industries. Agents who adopt this model:
You don’t need a new idea every week. You need one system you can run daily, with focus, urgency, and accountability.