Lupe Gomez is no stranger to the equipment rental industry. In 1986, Gomez began working for a local rental store in his hometown of San Fernando, CA. From there, he moved on, working at a few other stores before striking out on his own. In 2004, he started his own business, Calgrove Rental. Now in its its twelfth year of business, Calgrove Rentals employs 17 people and serves customers within an approximately 65-mile radius around San Fernando.
“We rent general construction equipment, and we also do a significant amount of business with small- to medium-sized landscape companies,” Gomez says. “We also have a good homeowner customer base that rents smaller equipment from us, like trenchers and mini skid steers.
“Honestly, we have customers from all walks of life. We may have a homeowner come in for a one-day trailer rental to haul away trash, or we could have a large general contractor come in and rent a machine that will be used to build a freeway. We cover it all.”
Renting vs. buying
Gomez says that the rental market in his area continues to grow because many construction companies and contractors reduced their fleets during the economic downturn of 2008-2009. Since then, those same customers have found benefits in renting equipment versus buying it. Many have chosen to rent machines and incorporate the rental expense into the overall prices they quote for specific jobs.
“I’m confident the rental market will continue to grow because our customers don’t have to service, insure or store the machines,” Gomez says. “New machine inventory is still lower than it was seven years ago, so prices have stabilized on the higher end and they’re staying there. That also encourages more people to rent rather than buy.”
Because business has been so good over the past several years, Calgrove has invested in new equipment every year since 2013, spending upwards of $2.5 million to expand and improve its fleet. That fleet now includes a number of machines from international heavy equipment manufacturer, JCB. Calgrove carries multiple units of JCB’s 3CX backhoe loaders; 512-56, 525-60 and 527-55 telescopic handlers; VM 260 compaction rollers; and 8065 compact excavators.
“I’ve been working with Robert Lara and Steve Clark at JCB of Southern California since I opened my business in 2004,” Gomez says. “They’ve always been extremely helpful. Honestly, before I met them, I’d barely even heard of JCB equipment. But the guys really believe in the product, and they’ve educated my employees and me on the differences between JCB and the other equipment manufacturers.”
Telehandler takeover
Currently, Gomez is seeing a trend toward demolishing existing buildings in Southern California and putting up new “urban living” units with retail stores on the ground floor and apartments above. On these job sites, JCB’s telescopic handlers have proven very useful, and Calgrove is consistently turning these machines over, with units going back out to a new job site soon after returning from a finished project.
“Telehandlers are often the first machines on the job site and the last machines to leave,” Gomez says. “There’s always another load that needs to be brought in, and because you can also put a bucket on the telehandlers, they’re very versatile. I could use another dozen of them right now. We’ve put the JCB models up against competing telehandlers, and there’s simply no comparison. I own about 25 telehandlers now, and as I continue to turn my fleet, it will become all JCB with the other brands going away.”
Gomez cites the simplicity of the JCB telehandlers, the great visibility from inside their cabs and the heavy-duty steel from which they’re constructed as the reasons these machines work well for his rental operation.
“Because they’re so durable, you’re truly getting the lifting capacity for which they’re rated,” Gomez explains. “I’ve tried another machine that was spec’d out to lift 8,000 pounds, but if you tried to lift that much, the rear wheels would rise up. That’s not the case with JCB telehandlers. And, that added durability is ideal for rental companies like mine. These machines are subject to a lot of use and abuse, but the JCBs just keep on working.”
Relationships make the difference
While hard work and quality equipment certainly play a role in Calgrove Rentals’ success, Robert Lara from JCB of Southern California also credits Gomez’s unique business acumen.
“Lupe’s store is more of a mom-and-pop operation,” Lara says. “It’s very different from the larger rental store chains. Lupe and his staff know their customers by name, and their customers know them. The people at Calgrove will do things the larger rental stores won’t do, like delivering after hours. They’ll do whatever it takes to help their customers.”
Gomez and the staff at JCB of Southern California have a solid relationship because of their similar approach to customer service. Lara has known Gomez since he started Calgrove Rental with a few skid steer loaders in a small garage.
“The service we’ve gotten from Robert and the guys at JCB of Southern California is second to none,” Gomez says. “And, they truly want us to do well. They consult with us and really help us find what we need.
“Back in the ‘90s, I recall being around some JCB machines, and they were tougher to move out of the store because customers weren’t familiar with them. Thirty years later, we get zero complaints on our JCB machines, and we have customers who ask for them specifically. We couldn’t be happier with our dealer and the JCB machines that are helping us continue to grow our business.”
