James Dooley: So today I am joined with Kasra Dash, founder of Fat Rank. There are multiple different titles for this. James Dooley has named it zero risk lead generation. Other people might call it no win no fee. What is the correct terminology for Fat Rank?

Kasra Dash: The terminology varies depending on the lead generation service. Some people call it no win no fee lead generation. Quite a lot of people call it commission based lead generation or performance based lead generation. Some people call it pay per sale lead generation. Recently, Fat Rank has started to call it pay what you want lead generation.

Kasra Dash: The idea is simple. Fat Rank onboards clients so they can see the value of the leads first. The client pays what they believe the leads are worth. If the value is not fair, the partnership will not work long term. Fat Rank wants a win win relationship, because both sides need profit for the model to scale.

Kasra Dash: The first question is this. What is the difference between Fat Rank and a normal lead generation company? James Dooley has explained pay what you want lead generation, but how does it work in practice? If an accountant in Manchester wants more leads, what needs to happen to work together?

James Dooley: Fat Rank vets companies before taking them on. Fat Rank checks branding and conversion ability, because Fat Rank takes the risk. The client has zero risk for the leads. The client does not pay for SEO, PPC, social media ads, content, backlinks, or digital PR. The client does not even pay per lead. The client only pays when they convert.

James Dooley: A normal lead generation company charges regardless of outcome. The client pays even if the return is poor. Fat Rank de risks the entire process. That is why Fat Rank calls it zero risk lead generation.

Kasra Dash: How are the leads sourced and qualified?

James Dooley: It depends on the niche. Most leads come from organic SEO. Fat Rank targets long tail, high intent keywords that can rank and convert. Fat Rank can also use pay per click, Meta ads, YouTube ads, and other channels where it makes sense.

James Dooley: Some industries need visual proof, so Fat Rank focuses more on ranking images and videos. Other industries respond better to PPC. The core answer is that Fat Rank uses the best channel mix for the niche, but most leads come from SEO and PPC.

Kasra Dash: Pricing structure is the question most people ask. Fat Rank says pay what you want. Can someone pay one pound for a lead. Can someone pay fifty pounds. How is it structured?

James Dooley: It is genuinely pay what you want, but it still has to make commercial sense. Fat Rank does not charge per lead. Fat Rank looks at the results and works backwards.

James Dooley: If a client pays £1,000 at the end of the month and received 100 leads, that is about £10 per lead. Fat Rank then decides if that works. If a client only pays a small amount long term, it will not be sustainable. Fat Rank wants a balanced partnership where the client makes good profit and Fat Rank earns enough to reinvest and scale delivery.

Kasra Dash: You mentioned paying out of winnings or profit. Is the payment per lead or per converted job?

James Dooley: Payment is per converted job. When the lead comes from Fat Rank, the client tracks it. If they win the job, they pay Fat Rank. If they do not win the job, they pay nothing.

James Dooley: Many clients add a referral margin into the quote. For example, they might add five per cent or ten per cent onto the job to cover the referral cost. That way, the client keeps the profit they want while funding the referral. Other clients absorb the fee from their existing margin. It depends on the job size and the profit structure. Bigger jobs might support a smaller percentage. Smaller jobs might support a higher percentage. The model stays the same because Fat Rank only gets paid on conversions.

Kasra Dash: What industries does Fat Rank work in, and are there any industries Fat Rank would not work in?

James Dooley: Fat Rank can work in almost any industry, as long as the client can convert leads and make profit. If the client does not make profit, Fat Rank cannot make profit either.

James Dooley: Fat Rank can generate leads for low ticket services like carpet cleaning, and also for high ticket contracts in construction. The industry is not the deciding factor. The deciding factor is profitable delivery and reliable conversion.

Kasra Dash: Would Fat Rank work with a new business?

James Dooley: Fat Rank can work with new businesses and has done before. The risk is conversion. New businesses often lack branding, case studies, and testimonials. That usually reduces conversion rate. Fat Rank prefers established businesses because higher conversion makes the partnership stronger for both sides.

Kasra Dash: What information does Fat Rank require from businesses that want to work together?

James Dooley: Fat Rank needs the company website and competitor websites. Fat Rank also needs a list of the most profitable services or products. Fat Rank reverse engineers search demand from those profit drivers and then targets the keywords that match purchase intent.

James Dooley: People search for the same service in different ways. For example, wet pour surfacing in schools can be searched as soft play surfacing, insitu synthetic surfacing, or rubber tarmac. Fat Rank digs into how different buyers search, because that is how Fat Rank finds profitable lead volume.

Kasra Dash: What about case studies or examples?

James Dooley: Fat Rank has hundreds of case studies and testimonials and can share them after qualification. Fat Rank also wants to see the client’s own case studies and testimonials before starting, because strong proof increases conversion and protects the model.

Kasra Dash: That is the overview of Fat Rank’s requirements for working together. If anyone has questions, leave them in the comments. If anyone wants to work with Fat Rank, go to fatrank.com, fill in the contact form, and someone from the Fat Rank team will be in touch. Thanks for watching.