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Digital marketing essentials: Three pillars for high ROI and online growth

In the competitive landscape of the rental industry, where national players command massive advertising budgets and offer streamlined e-commerce experiences, independent rental companies must leverage efficient growth strategies to capture market share. With the majority of renters engaging with a rental company’s website during the rental process — sometimes as high as 80 percent of renters — it is imperative that rental companies are driving eyeballs and traffic to their website.

Family pulls a rental rescue

The love of rental runs deep in the Jones family of Burton, Mich. When they saw their family equipment rental business falter after their father, Chester, sold it in the early 1980s, brothers Bruce and Larry joined him not only in resuming ownership but also in bringing the business back. That was 1984, and the business, Allied Rent-All/Allied Equipment Rental, has been thriving ever since.