At a glance: 121 Brokers is an Australian business and finance brokerage led by Sam Tajvidi. Starting in 2024, LeadsNow’s AI sales agents worked leads Sam’s own sales team had already tried — some tagged as junk — pre-qualified them, and booked about 450 appointments. Those re-engaged leads turned into funded deals, including a $700,000 deal that took 18 follow-ups to land. In Sam’s words: “AI brought deals our sales team would have NEVER got… and helped close Millions $” — as told by Sam Tajvidi on camera.
The numbers, straight from the interview
| Figure | What it is | Source |
|---|---|---|
| ~450 | Appointments booked by LeadsNow’s AI for 121 Brokers so far | Stated in the filmed interview |
| $700,000 | One deal closed from a lead the AI chased 18 separate times | Recounted in the filmed interview |
| 18 | Follow-up attempts on that one lead before he committed — he went on to do multiple deals | Recounted in the filmed interview |
| 9 → 5 | Average touch points before a lead engages, before vs after ongoing optimisation | Discussed in the filmed interview |
| 2024 | Year 121 Brokers started with LeadsNow — nearly two years and counting | Stated in the filmed interview |
All figures above are as stated or discussed in the filmed interview between Riley James and Sam Tajvidi. Results are specific to 121 Brokers.
The situation: a CRM full of “dead” leads
Brokers live and die on conversations. As Sam puts it, a brokerage has “a lot of people, clients that we need to talk to” — and only so many hours of salesperson time to talk to them. The leads that don’t answer on the first few attempts drift to the bottom of the CRM. Salespeople stop calling them. Some get tagged as junk. Everyone quietly agrees they’re dead.
Sam wasn’t convinced they were. When he first reached out to LeadsNow in 2024, he was earlier to AI than most of his industry, and his reasoning was practical, not hype-driven: let the AI do the heavy lifting — the pre-qualification and the sheer volume of contact attempts — so his salespeople could have “more quality conversations over quantity.”
He looked at a bunch of options before choosing LeadsNow. What tipped it, in his words, was that we understood the space and — especially early on — held his hand through it. No pressure, no rush.
What the AI sales agents actually did
121 Brokers handed over leads their sales team had already tried. LeadsNow’s AI sales agents then did three unglamorous things, relentlessly:
- Re-engaged the “dead” list. Including leads tagged as junk or marked with multiple failed attempts — leads Sam says his team “would have never contacted” again.
- Pre-qualified before handover. The AI handled the early back-and-forth and qualification, so salespeople only spent time on real conversations.
- Followed up without ego. No lead was too cold, no ghosting too rude. The AI just kept going.
“In all honesty, some of those leads that we managed to re-engage and actually fund, if it was up to the sales guys, they would have never called those leads. Some of them were even tagged as junk leads or multiple attempts. And those are leads that we would have never contacted if it wasn’t for AI.”
— Sam Tajvidi, 121 Brokers
The clearest example, recalled by Riley in the interview: one borrower who kept ghosting, coming back and rescheduling. The AI chased him 18 separate times without complaint. He ended up doing a $700,000 deal — and then multiple deals after that. A human sales rep gives up on that lead long before attempt 18, and nobody blames them. The AI doesn’t have an ego to bruise.
Sam’s concerns going in were the sensible ones: would it hammer consented contacts with too many touch points, and could it actually hold a valid conversation and understand what a client needs? “All of those kind of concerns were put at ease” — and quickly, he says.
The results
About 450 appointments booked so far, from lead lists the sales team had already worked over. Deals funded off leads that were tagged as junk. And the headline in Sam’s own approved words: “AI brought deals our sales team would have NEVER got… and helped close Millions $.”
“When we first started getting those leads coming in, it was exciting and it was validating — that, okay, what we believed was going to work is working. The proof is in the pudding.”
— Sam Tajvidi, 121 Brokers
Nearly two years in, this isn’t a set-and-forget system. Sam treats the AI the way he’d treat any salesperson: keep fine-tuning it. Because the data comes back in real time, 121 Brokers and LeadsNow keep making “adjustments and tweaks” — and as discussed in the interview, the average number of touch points before a lead engages has dropped from around nine to around five.
Asked what impressed him most, Sam didn’t pick a number.
“The thing that I was most impressed with was that it never complained. It just did the task to the best of its abilities. And I never heard any kind of whinging and moaning about the quality of the data or anything like that. That was very refreshing for us.”
— Sam Tajvidi, 121 Brokers
Book a call — see what your “dead” leads are actually worth
Sam’s advice to brokers still on the fence
“Do not hesitate to taking that step. This is going to be the future. It is already here. Even at this stage, if you adapt it, you’re going to see results… Not only you have nothing to lose, you’ve got plenty to gain.”
— Sam Tajvidi, 121 Brokers
If you run a brokerage — business lending, commercial, or residential — the pattern here isn’t unique to Sam. Old leads, consented contacts, and a follow-up problem no human team can solve at scale is exactly the setup our lead generation for mortgage and finance brokers is built for.
FAQ
Are these results typical?
No honest agency promises that. The figures on this page — roughly 450 appointments, the $700,000 deal, the nine-to-five drop in touch points — are specific to 121 Brokers and come from Sam’s filmed interview. Your results depend on your lead data, your offer and how well your team works the appointments. What we can say across all clients: LeadsNow has booked 50,769+ AI-booked sales appointments since 2017 and generated 1M+ leads.
Is AI in finance and broking actually mainstream, or is this early-adopter hype?
It’s mainstream. The Bank of England and Financial Conduct Authority’s Artificial intelligence in UK financial services – 2024 survey found 75% of financial services firms were already using AI, with a further 10% planning to within three years — up from 58% in their 2022 survey. Sam started in 2024, which made him early. Today, it’s the firms not using AI that are the outliers.
How does pay-per-result pricing work?
You pay for a defined result — such as a qualified, booked sales appointment — rather than a retainer or an ad-spend gamble that bills whether or not anything shows up. If the result isn’t delivered, you don’t pay for it. That’s the whole model, and it’s why we’re comfortable putting client stories like Sam’s on camera.