“The Washington, D.C. Metro rental market is quite different from others around the country,” said Ty Brooke, owner with his son Jim of Brooke Rental Center in Vienna, VA. “We don’t have smokestacks that dot the skyline, nor do we have any industrial facilities to speak of. The industry here is government.”
Brooke Rental Center is a full-line tent, party, events, and equipment rental store with three Virginia locations, in Arlington, Vienna, and Leesburg. “On the equipment side, our biggest challenge has been finding skilled mechanics,” said Brooke, who has been in the rental business for more than 40 years. “Years ago, the Help Wanted section in the Washington Post was an effective recruiting tool for us, but that option no longer exists. We’ve tried online help-wanted sources, but none have produced serious results.”
Among other challenges, he points to a changing industry where mergers and competition from large stores like Home Depot are putting pressure on “independents” who now more than ever need to develop effective marketing strategies to get out their messages.
“These are interesting times,” Brooke added. “Yellow Pages and newspaper advertising are no longer cost effective. Social media is the new medium, but the challenge there is to know where to spend your time and money.
“For us, advertising in the local newspapers where parents read about their children’s participation in Little League, the marching band, and other activities is effective. So, too, is community involvement where we participate in local business groups, chair committees, and help out youth clubs and groups like the Cub Scouts.”
No, you won’t find large skid steer loaders and dozers in Brooke Rental Center’s yard. Instead, the equipment and tool side features anything from automotive, plumbing, floor care, and yard and garden tools for DIYers to equipment for smaller contractors.
There’s even a good selection of Durable Medical Equipment. Said Brooke, “When I attended the ARA show in Anaheim this year, I did not see a booth where wheel chairs and walkers were exhibited. Renting Durable Medical Equipment has been a good market for us and something our community members appreciate.”
Providing tents, party and events goods to large and small private, government, and institutional gatherings has been a good market, too, for the company and accounts for approximately 70 percent of its annual sales.
Interesting times? Absolutely, and finding ways to adapt to them is where challenges and opportunities lie for large and small rental companies alike.
