There's a lot of money to be made during the spring each year, which means you need to make some merchandising and marketing decisions. The key is to create a philosophy about this market - the difference between just renting products or really being the answer shop to a host of potentially long-term loyal customers.

"Most homeowners do cleanup, whether inside or out, on weekends, and the rental store typically sits back and waits to see how the weather will affect this market," says Kevin Gawne, president of GL Supply Co., a distributor in Melrose Park, Ill. "This is an excellent time to be proactive and look at how you can market a little better at this time of year."

Take a look at the core rental items you have for spring cleanup and how these products can be better merchandised.

For outside projects you should have products that tackle the mess such as chippers, and maybe even log splitters for firewood that has been sitting under piles of snow. "In suburban areas especially, there's a problem of getting rid of yard waste, so having chippers, mulchers and maybe stump grinders is important," Gawne says.

Walk-behind or backpack leaf blowers and tree pruners are important, too, says Mike Flynn, manager of EDM Distributors, Agawam, Mass.

"In addition to cleaning up what's on the ground, you should also have instruments that can be used to cut off broken branches."

Leaf blowers are excellent for sealing driveways, which is another typical cleanup project in the spring, says Gawne.

After the basic cleanup, people want aerators, dethatchers, lawn combers and reseeding products. Then there are several products aimed at gardens and patching, like tillers and earthmovers.

Spring also is the time people realize how filthy their carpets have gotten during the winter, so carpet-cleaning equipment is a must. Other indoor projects include steaming draperies and getting drains back in shape, says Larry May, rental division manager for Manufacturer's Sales Co., Texarkana, Texas.

Other indoor projects include painting and window washing, inside and out. In fact, this is the time people typically use a pressure washer to clean the exterior of their homes.

These products and spring cleanup applications are certainly nothing new to rental stores, but packaging these core rental items according to specific projects may be.

Have a merchandise display that targets debris cleanup, one that tackles getting the lawn back in shape and another that deals with carpet cleaning. Take the guesswork out of it for customers.

"What people appreciate about a rental center is that most people [employees] know the products and will explain how to use them," Gawne says. "If you go to a Home Depot, for example, it's hard to find someone who really knows these things, and there's nothing worse than getting a line."

For projects that require equipment training, make sure you provide pamphlets and have videos going, because chances are your staff will be too busy to field all the questions. "I make sure rental stores have in-store videos because when you are backed up, just have the VCR running and people will see how easy it is," Gawne says.

Besides creating in-store merchandising displays, it's also a great time to offer incentives. Stay open a couple hours longer on weekend days or give them two-day rentals for the price of one. Little things mean a lot when a harried businessperson is in a rush to squeeze a major project into the weekend.

Getting your core rental products ready and merchandised properly is important, but there is a huge potential to further satisfy customers. You can provide complete solutions by complementing these merchandising techniques with household tools and other products that are needed.

Create a combination rental and retail display with products that go with the projects, including garden gloves, hoses and nozzles, paper towels, safety gloves, weed trimmers, mops, buckets, debris bags, compost containers, gas cans, window cleaners, carpet cleaners and fertilizers.

"Some rental centers are the best advertisers for their competition. Why rent someone a tool and then send them to Home Depot for everything else?" Gawne says. "Most people will not ask what supplies cost if you have them ready for them all in one package. Time is worth a lot."

More and more rental stores are beginning to accept retail as a component of their businesses, says John Wight, vice president, sales and marketing, Bon Tool Co., Gibsonia, Pa.

"More rental stores have retail sales due to the increase in volume of these kinds of over-the-counter items. If you're going to rent concrete-finishing tools, sell them the handles, the safety glasses, the lumbar supports and the gloves.

"Package it all together and capture that customer's continuing business," Wight continues. "With large chains today buying so many rental operations, many smaller rental operations are adopting this philosophy just to remain competitive."

But while this may be all well and good for some operations, it might not be good for everyone, Flynn says.

"Sometimes it sounds good to carry all these retail products, but it really takes a lot of time and effort to add retail, and you really need to be able to buy these at decent prices in order to make it worthwhile. There's probably not as much opportunity to make money there," Flynn says.

"But even if you do not sell add-on products in-house, there are other ways to add a lucrative pseudo-retail component," May says. "We work really closely with hardware stores and lumber companies to create merchandising partnerships with rental stores. For instance, if someone buys a bag of fertilizer from a hardware store, there is an incentive that will give the buyer 10 percent off for renting a spreader."

It can behoove any rental operation to build community relationships with other stores, trying to boost your rentals off of their sales.

Another way to promote this time of year is to attend and participate in home shows, flower/garden shows and lawn and garden shows, says Gawne. "You can participate in these and market the store by bringing products that are a little bit different with videos set up for larger products."

Copyright © 1999 American Rental Association. All rights reserved.