Kipp Lassetter is the CEO and Founder of RBN Rewards, the pioneering firm that offers amazing lifestyle perks, travel and financial benefits to home buyers and sellers.
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Guest Resource
RBN Website – Check out Kipp’s website if you’re looking to buy or sell a home. Sign up to schedule a consultation with an RBN referral specialist. The specialist will evaluate the market and introduce you to an experienced real estate agent.
3 Value Bombs
1. Build a valuable, durable business, let the exit be an opportunity, not the goal.
2. Create experiences, not transactions, customers remember how you make them feel.
3. Build partnerships around customer value, exceptional experiences create trust and mutual growth.
Sponsors
HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!
ZipRecruiter: Save time and meet great candidates sooner — with ZipRecruiter. 4 out of 5 employers who post on ZipRecruiter get a quality candidate within the first day. Try it for free at ZipRecruiter.com/fire! Meet your match on ZipRecruiter.
Show Notes
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: How to Turn Your Home Purchase or Sale Into a Dream Vacation with RBN Rewards
[1:38] – Kipp shares something he believes about becoming successful that most people disagree with.
- Building a strong brand is about creating a reputation for the entire company, not allowing individual employees to receive all the credit.
- At his healthcare IT company, he noticed the difference between customers praising one exceptional employee and customers praising the company as a whole.
- A great employee should strengthen the company’s brand rather than become the sole reason customers perceive the company positively.
- Building a brand requires the entire team to deliver consistently on the company’s promise.
[4:16] – Kipp talks about what inspired RBN Rewards, and why he believed real estate was ready for this disruption.
- The idea began with a simple question: why shouldn’t people earn rewards on the largest purchase they make?
- Consumers can earn rewards for groceries, gas, and many other purchases, but traditionally couldn’t earn rewards from buying a home.
- Building the model required navigating regulations, developing the business structure, and creating relationships with real estate agents.
- He recognized that rewards would only matter if the underlying real estate experience was excellent.
- RBN therefore built a network of high-performing, experienced real estate agents alongside its rewards infrastructure and travel portal.
[6:19] – Kipp talks about how he built the relationships and trust needed for a premium rewards ecosystem.
- New brands can build credibility by partnering with established, trusted brands.
- RBN developed partnerships with established names including Virgin and Forbes Global Properties.
- Instead of having millions of customers with relatively few points, RBN’s model was thousands of customers with millions of points, which influenced its partnership strategy.
- Virgin was attractive because of its broad rewards ecosystem and the ability for customers to transfer points.
- RBN also created its own rewards portal, allowing points to be used across airlines and hotels without blackout dates.
- Forbes Global Properties provided an established network of experienced real estate professionals that aligned naturally with RBN’s customer-referral model.
[8:33]- A timeout to thank our sponsors.
- ZipRecruiter: Save time and meet great candidates sooner — with ZipRecruiter. 4 out of 5 employers who post on ZipRecruiter get a quality candidate within the first day. Try it for free at ZipRecruiter.com/fire! Meet your match on ZipRecruiter.
- HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!
[12:22] – What lessons from your multiple exits taught you how to build long-term business value?
- Entrepreneurs should focus on building long-term and persistent value rather than starting a business with the exit as the primary objective.
- You never know when an exit opportunity will appear or whether you’ll ultimately want to sell.
- A valuable business may become something the owner wants to keep indefinitely.
- The common thread is building a valuable, durable company and allowing the exit decision to come later.
[13:58] – Kipp talks about what established business owners should do to set themselves up for a successful exit.
- One of the most valuable exit opportunities can come from finding a strategic buyer.
- A strategic buyer may value the business far more highly because it creates greater value within their existing ecosystem.
- This differs from a financial buyer, who may primarily evaluate the business based on margins, multiples, and traditional valuation calculations.
- The right strategic acquisition can create substantially more value for both the buyer and seller.
[15:43] – Kipp tells why businesses that focus on experiences build stronger customer loyalty than businesses focused solely on transactions.
- Memorable experiences create emotional connections with customers.
- He shared an example from his experience as a Costco customer, where exceptional customer service made him feel genuinely valued.
- The interaction wasn’t limited to a canned script; the team personalized the experience and made a meaningful connection.
- Businesses should focus on the emotion behind the customer experience, not just the transaction.
- Creating that emotional connection can help build a highly successful service business.
[17:37] – Kipp talks about how rewards, smart finance, and strategic partnerships will reshape the real estate experience.
- RBN is building a rewards ecosystem around the entire real estate transaction.
- Home purchases create significant additional spending on furniture, remodeling, inspections, pest control, insurance, mortgages, and other services.
- RBN sees an opportunity to connect rewards to those activities and build partnerships around a shared reward currency.
- The ecosystem can provide partners with a lower-cost way to acquire customers.
- RBN has launched a mortgage partnership that allows customers to use points to lower their mortgage interest rate.
- He noted that the long-term value of points used toward a mortgage can be significant.
[19:22] – Kipp talks about how smart finance, rewards, and strategic partnerships reshape the real estate experience.
- The goal is to create an affinity group centered around rewards.
- The ecosystem brings together businesses that provide services around the real estate transaction.
- Customers receive rewards for participating within that ecosystem.
- RBN is building an interconnected network where customer activity, partnerships, and rewards reinforce one another.
[20:06] – Kipp gives his key take away about creating hidden value, building partnerships, and reinvention.
- Focus relentlessly on the customer experience and make it as memorable as possible.
- Exceptional experiences help businesses become trusted partners to their customers.
- A strong brand can transfer trust to its partners, much like customers may trust a service provider because of its association with a respected brand.
- RBN aims to create that same trust by consistently delivering exceptional experiences.
[21:05] – Call to action.
- RBN Website – Check out Kipp’s website if you’re looking to buy or sell a home. Sign up to schedule a consultation with an RBN referral specialist. The specialist will evaluate the market and introduce you to an experienced real estate agent.
- Completing a home purchase or sale through the RBN ecosystem provides access to rewards.
[23:20] – Thank you to our Sponsor!
- HighLevel: The ultimate all-in-one platform for entrepreneurs, marketers, coaches, and agencies! Learn more at HighLevelFire.com!
Killer Resources!
1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!
2) Free Podcast Course: Learn from JLD how to create and launch your podcast!
3) Podcasters’ Paradise: The #1 podcasting community in the world!
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