BusinessPicks Up For Tool Rental Centers

Tile and hardwood floor installation and refinishing equipment, drain augers, painting equipment, pressure washers and plate compactors are among the most widely rented products at homeowner/d-i-y rental stores, according to a recent American Rental Association survey.

"Homeowners are handline an increasing number of home impr:ovement and landscaping projects themselves, including complex projects such as complete room additions," says Robert DeBusk, American Equipment Rentals, Phoenix, Az. "Some of this business suggests consumers are trying to save money in a tight economy. They also know the rental center will help them choose the right equipment to handle the job."

Interestingly, more than 30 percent of rental center customers are women, a figure A.R.A. expects will grow as an increasing number of female heads of households tackle home imorovement projects

A survey of 1,000 consumers revealed that women were more aware than men (81Vo vs. 17Vo) that they could rent equipment to clean or repair their home after an emergencv. Women were nearly as aware ui rn"n (747o vs.85Vo) that they could rent equipment to remodel their home.

"Women represent an increasingly important market segment for the rental industry, especially with the rapid rise in female-headed households," says Chris Wehrman, A.R.A.'s executive v.p. and c.e.o. "Our challenge as an industry is not only to make women aware of the rental option, but to make them aware that renting allows them to stretch their resources to get thejob done."

"Women tend to be the drivers of many home improvement projects," DeBusk adds.

Still, contractor and industrial rentals represent the largest segment of the rental industry in North America, accounting for nearly 60Vo of the estimated $15 billion to $20 billion in annual revenue.

The A.R.A. survey found that 42Va of stores specializing in contractor rentals saw an increase in their business during the last half of 200 I

Thirty-one percent of stores that provide tools and equipment rentals for both homeowners and contractors also reported that the contractor rental portion of their business had increased.

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