Rental Perspectives: Rental Business Aims to Exceed Expectations

When I set out to create Rental Perspectives, I had no idea what the journey would look like. All I knew was I had an idea that I was passionate about and a job that would allow me to chase it.

I started reaching out to companies in my area and got some timid emails in return, questioning the feature and wondering if it was a real opportunity or something else. With only a couple confirmations, I was stumped. So, I started testing the waters in other areas of Michigan – even branching out to places like Ohio and Florida – before a cheerful email arrived in my inbox.

It read, “Thank you for reaching out.  I would be interested in this opportunity!” and it was signed by one Patrick Peruchietti, owner of The Rental Branch in St. Joseph, Michigan, three hours away from my homestead. I emailed him back less than an hour later, and that was that.

The first Rental Perspectives was born.

What I would learn throughout the experience of emailing Pat was how kind, thoughtful, and genuine he is. He was ready for anything I threw at him, quick to lend a hand and supply an answer. And that honesty and compassion for others shined through in his answers when I asked him about his business. A business that he didn’t start, but acquired five years ago.

The Rental Branch was started in 1996 by brothers, Mike and Kelly Branch. While the Branches had had a lot of success with the company, they started to feel that after 20 years, it was time for something new. Luckily, after a 30-year career in banking, Peruchietti was feeling the same way. He started looking for a new opportunity, wanting to purchase an existing business.

The Rental Branch fell into his lap in 2015 from a post on social media, and he was able to utilize his prior experience to fully take hold of the opportunity.

“As we started the due diligence for the opportunity, the commercial lending experience was useful to fully analyze the financial statements and the 30 years of managing people was a big asset,” Peruchietti says. “The area that was completely new was the equipment, and that learning curve continues to this day!”

And the rest, they say, is history. Today, the Rental Branch rents everything from small lawn-and-garden tools to large earthmoving equipment. They've even gotten into the decorative concrete space. So, what has Peruchietti learned along the way? Let’s find out.

Q. What does a typical workday look like for you? Run us through your day.

Every day is different. Our mornings are usually busiest with customers renting equipment or bringing equipment back from the previous day. Actually, Mondays and Fridays are busiest since our rental policy on Saturdays is whatever the customers pick-up on Saturdays is due back Monday morning for a one-day rent.

If the sun is shining and/or it’s not raining, our days are filled with phone calls and walk-ins inquiring into the availability of equipment.

We have informal meetings as needed throughout the day and week, and we are all communicating what needs to be done throughout the day to make sure we’re all on the same page.

Q. What’s the most important tool, technology, or development that helps you run your business?

It’s a little out of the ordinary, but it’s how we treat our customers! We can have the best, fanciest equipment or the most state-of-the-art systems there are, but if we don’t focus on the customer, we are in BIG trouble. And having equipment that is available and reliable also helps!

Q. What do you wish you knew when you first started?

Just how expensive it is to add new equipment to your inventory/fleet.

Q. What aspects of the rental industry do you enjoy most, and why? 

Working with customers, and trying to meet and, if we can, exceed their expectations. It really comes down to developing relationships with our customers and vendors. In building a strong relationship with our customers, we can better withstand the unfortunate times when our equipment breaks down. And our vendors can be our biggest allies in getting parts we need to keep our equipment running, especially these last two years.

Q. What has been your biggest challenge as a business owner so far?  

It ties into what I wish I knew when I first started and how expensive it is to add equipment. But the biggest challenge I’ve found is knowing when to upgrade our inventory, either by replacing it or adding to the fleet.

Q. What’s the best piece of advice you’ve ever been given?  

Do the right thing and do it right the first time! Take care of your staff and your customers, and everything else will fall into place.

Q. What three words would you use to describe the current state of the rental industry?  

Thriving, Exciting, Fulfilling

Q. Do you have any advice for someone looking to get into the rental equipment business?  

This is an excellent industry! Be prepared to invest your time and efforts into building your business and your success – however, you define success. Also, a good/great mechanic will make your life much, much easier, as will an engaged staff that shares your level of customer service. We are fortunate to have both! 

Watch the Rental Perspectives video for The Rental Branch here!