Rental March 2021 by ForConstructionPros.com

SNEAK PREVIEW FLEET MANAGEMENT How to choose the right telehandler for your jobsite.

March 2021

SPECIAL SECTION

WOMEN IN RENTAL

Find the latest news at www.ForConstructionPros.com/RENTAL

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3/11/21 8:28 AM

Built solid. Booked solid.

Take your rental fleet to another level with well-built Kubota construction equipment. The new SVL97-2 track loader is comfortable, reliable and ready to take on any task. And the new, high-performance U55-5 is part of our #1 selling compact excavator lineup.* It’s a rental fleet customers will line up for. KubotaUSA.com *According to 2019 data from Off-Highway Research including all Kubota Group brand sales. © Kubota Tractor Corporation, 2021. This material is for descriptive purposes only. Kubota disclaims all representations and warranties, express or implied, or any liability from the use of this material. For complete warranty, safety and product information, consult your local Kubota dealer. For the complete disclaimer, go to KubotaUSA.com/disclaimers and see the posted disclaimer.

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New SVL97-2 & New U55-5

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Durable Kubota engines

Compact design

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RIGHT-SIZED OPTIONS FOR EVERY JOBSITE

CO RE

Working at Height

Heavy-Lifting Applications

Work-Anywhere Hybrid

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VOLUME 43 ISSUE 2

MARCH 2021

COVER: 2021 STATE OF THE RENTAL INDUSTRY REPORT

28 STATE OF THE CONSTRUCTION INDUSTRY A Forecast for Uncertain Times

36 STATE OF THE LANDSCAPING INDUSTRY Landscapers are Optimistic About 2021

72 SURFACE/SITE PREP Restoring Floors Starts with Renting the Right Equipment

IN EVERY ISSUE 06 Everybody’s Business

Now that it’s 2021, we need to have hope — and statistics are helping with that.

28 54 FLEET MANAGEMENT How to Choose the Right Telehandler for Your Jobsite

BUSINESS & FLEET MANAGEMENT

10 New Products

How Rental Companies Can Protect Their ROI in 2021

42 Market Watch

82 Industry Update

BUSINESS & FLEET MANAGEMENT

90 Eye on Rental

The Ultimate Guide to Rental Marketing: Part 3

Dick Detmer’s thoughts on what’s to come for 2021.

FLEET MANAGEMENT Why you Should Perform Daily To Do’s on Your Telehandler

66 RENTAL PERSPECTIVES It’s Time to Get More Women in Rental

70 RENTAL PERSPECTIVES Vizinex RFID President Shares Advice for Women, Young People

ONLINE EXCLUSIVE FROM PETTIBONE Tips for Safe Material Handling on the Rental Jobsite

Many factors contribute to safe telehandler use by rental customers, including the design of the machine, choosing a model with ample capacity, and more. Read it at forconstructionpros.com/21283805.

www.ForConstructionPros.com/RENTAL

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EVERYBODY’S BUSINESS // B y

Alexis Brumm

abrumm@ACBusinessMedia.com ™

PRODUCT NEWS INSIGHT ■

In an Industry Not So Far, Far Away... An overarching theme throughout the Star Wars franchise is hope. So, why is this important to the rental industry?

ou may have noticed a certain theme to our cover and lead story. If you missed it, I’ll just say the names Luke, Leia, and Han in hopes that they may ring a bell and spark some Force of recognition within you (see what I did there?). Some of you might be asking what this beloved franchise has to do with Rental. Maybe some of you are thinking, “Editor Brumm has lost it!” But let me explain before you jump ship. An overarching theme throughout this entire series of movies is hope. Hope in progress, hope in people, hope in light overcoming darkness, and hope in action. This is the lesson that I think is most important to the rental industry after the challenges of the past year. We all need to hold onto the belief that things will get better. Because they are. There’s a glimmer of hope flickering through the industry as we’re making our way (cautiously) through 2021. Obi Wan, you’re not our only hope! For example, look at our State of the Rental Industry Report on page 16. In it, we talk about the American Rental Association’s latest annual forecast, which, for the first time since COVID reared its ugly, scruffy looking nerf herder head, is calling for positive

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growth in 2021 and beyond. This is important. Why? Because the previous forecast, released in November 2020, projected a modest uptick of 0.3 percent in equipment rental revenue in 2021. But the new forecast shows an expectation of more than 1.5 percent growth in 2021 to surpass $50.2 billion. “The potential is for 2021 to surprise on the upside,” says Scott Hazelton, managing director of IHS Markit. I don’t know about you, but that sounds like an opportunity for hope to me. And in our State of the Landscaping Report on page 36, Kris Kiser, president of the Outdoor Power Equipment Institute, said, “We expect significant commercial investment in equipment in spring of 2021, and a continued investment of homeowners in their outdoor spaces, which bodes well for the industry.” Another example of optimism and hope. Regardless of our well-deserved concerns or hesitant optimism, the statistics and data are showing that there is the potential for growth throughout the industry this year. And no matter how small that may be, we should grab onto it, hold it close to the chest, and whisper, “May the Force be with you.”

■

www.ForConstructionPros.com/RENTAL Published by AC Business Media 201 N. Main Street, 5th Fl Fort Atkinson, WI 53538 (800) 538-5544 www.ACBusinessMedia.com

Publication Staff Publisher

Eric Servais eservais@ACBusinessMedia.com

Editor

Alexis Brumm abrumm@ACbusinessMedia.com

Columnist

Dick Detmer

Senior Production Manager

Cindy Rusch

Art Director

Willard Kill

Audience Development Manager Angela Franks

Advertising Sales (800) 538-5544 Kris Flitcroft

kflitcroft@ACBusinessMedia.com

Sean Dunphy

sdunphy@ACBusinessMedia.com

Nikki Lawson

nlawson@ACBusinessMedia.com

Megan Perleberg

mperleberg@ACBusinessMedia.com

Tadashi Soma

tsoma@ACBusinessMedia.com

www.ForConstructionPros.com Editor

Larry Stewart lstewart@ACBusinessMedia.com

Managing Editor

Kimberly Htegeman khegeman@ACBusinessMedia.com

Change of Address & Subscriptions — PO Box 3605, Northbrook, IL 60065-3605, Phone: (877) 201-3915 Fax: (847) 291-4816 • circ.rpn@omeda.com List Rental — Bart Piccirillo, Sr. Account Manager, Data Axle, Phone: (518) 339-4511 Email: bart.piccirillo@infogroup.com Reprints — Megan Perleberg, mperleberg@ACBusinessMedia.com

AC Business Media Chief Executive Officer Chief Financial Officer Chief Digital Officer Chief Revenue Officer VP Audience Development Director of Digital Operations & IT Director of Digital Strategy Group Content Director

Barry Lovette JoAnn Breuchel Kris Heineman Amy Schwandt Ronda Hughes Nick Raether Joel Franke Jon Minnick

Published and copyrighted 2021 by AC Business Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage or retrieval system, without written permission from the publisher. SUBSCRIPTION POLICY: Individual subscriptions are available without charge in the U.S. to rental centers, equipment distributors, and other businesses with rental departments. To subscribe please visit www.ForConstructionPros.com. Publisher reserves the right to reject nonqualified subscribers. One year subscriptions for nonqualified individuals: U.S. $35.00; Canada and Mexico $60.00; and $85.00 all other countries (payable in U.S. funds, drawn on U.S. bank). Single issues available (prepaid only) $10.00 each. Rental (ISSN 2375-9925, Print | ISSN 2471-7657, online | USPS 686-370) is published eight times per year: January/February, March, April, May, June/July, August/September, October/November and December by AC Business Media, 201 N. Main Street, 5th Fl., Fort Atkinson, WI 53538. Periodicals postage paid at Fort Atkinson, WI and additional entry offices. POSTMASTER: Please send change of address to Rental, PO Box 3605, Northbrook, IL 60065-3605. Printed in the USA. Vol. 43, Issue 2, March 2021

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23 YEARS

12 YEARS

TIME-TESTED TOUGH 17 YEARS

28 YEARS

18 YEARS

30 YEARS

Super-Vee

There is no denying that over time, only the strong survive. Tradespeople have become attached to their time-tested Super-Vee® small line machines with good reason—they’re strong, dependable, well designed and well loved. Ask any plumber that’s been doing this for awhile how long they’ve had their Super-Vees. Don’t be surprised if you find some have been around for 30 or more years. Now that’s a real testament to longevity. Call the Drain Brains® at 800-245-6200 or visit www.drainbrain.com/super-vee

MADE IN USA

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Bring Smart Connected Equipment to Your Worksite Competition has increased the demand for any technology that can help reduce costs. Smart Connected Equipment provides the opportunity to leverage technology to improve worksite performance, maximize uptime, and dramatically reduce operational costs. One example of a new smart platform is BASECAMP, by Thermal Intelligence. It utilizes proprietary SmartTalk technology which provides 24/7 Remote Monitoring & Control. Rather than worrying about the next “Equipment Down!” call from a customer, BASECAMP will alert you in the comfort of your office long before anyone knows.

Minimize Downtime: The integrated SmartTalk IoT system continuously monitors all engine codes, inputs, and deliverables, relentlessly searching for any inconsistency that could lead to an eventual failure. The goal is to isolate potential problems long before performance is impacted. To maximize uptime even further, a fully monitored extended service option pushes the service intervals to an industry leading 2,500 hours.

Intelligent Programming: BASECAMP has been designed to resolve problems on its own. If the Tier 4 engine starts to wet stack, no problem. The programming recognizes the condition and self loads without anyone even knowing. Additionally, when outside temperatures change dramatically, with a Remote Probe the heater will automatically work as hard, or as little as necessary to make sure your Set Point is always maintained.

Future Intelligence: BASECAMP will soon have the ability to cross-reference the demand on the heater with local weather forecasts. In the event of an impending cold weather snap the heater will notify you days in advance if your current heating capacity is insufficient to maintain your Set Points during the cold weather event. BASECAMP will also monitor its battery & engine temperature and automatically maintains itself as required. It can be placed in stand-by mode and left unattended in the middle of a frozen field and still start on command.

If you are wondering how you can drive new business with Smart Connected Equipment, consider taking a close look at Thermal Intelligences 3-in-1 BASECAMP with SmartTalk. Virtual & In-Person Demonstrations are available.

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THE WORLD’S FIRST SMART 3-IN-1 HEATER, LIGHT TOWER & GENERATOR!

We are actively seeking regional rental companies to partner with!

Don’t Delay, Contact Us Today! Now is your chance to dominate your competition!

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new

PRODUCTS Xylem Rental Solutions Flygt 3000 Series Xylem Rental Solutions’ fleet encompasses dewatering pumps that can handle anything, from a small stream diversion job all the way up to a large 100 MGD sewer bypass project. For lift station repairs or plant upgrades, the Xylem Rental Solutions Flygt 3000 Series submersible pumps are a cost-effective, environmentally friendly alternative.

Mecalac AS900tele Swing Loader The 8-ton AS900tele features telescopic technology, enabling a lifting height of 15.5 ft., outreach of 11.5 ft., and carrying capacity of 5,004 lbs. at full extension. • Swing design enables operators to swivel a fully loaded bucket 90° on either side

Pumps like the Flygt N 3202 can be the go-to solution on jobsites where space is a premium. A rental market newcomer, the Flygt PL 7040 electric axial flow pumps are ideal for soil remediation projects, as the column pumps are quiet and take up significantly less space. And for the toughest dewatering jobs, the Godwin CD150S Dri-Prime pump is a reliable choice. Built to handle baseball-size debris, this versatile pump can reduce service time by 40 percent. www.forconstructionpros.com/21283719

• 22.2-gpm auxiliary hydraulics allow use with a range of attachments • Two-wheel, four-wheel, and crab steering options • Well-balanced design and automatically locking rear axle mean safe maneuvering in all positions and on various terrains www.forconstructionpros.com/21203593

L v a r

BossTek Dust Boss Atom

The compact, diesel-powered DustBoss Atom is a fan-less, self-contained dust suppression system that incorporates remote control and 4G LTE telematics technologies as standard equipment. • Provides a throw of 100 ft. with an adjustable elevation angle and user-defined oscillation to precisely aim dust-capturing mist • Mist comprised of millions of droplets per minute in the range of 50 to 200 microns

•

Kubota SVL97-2 Compact Track Loader

• Fits in the back of a pickup truck and includes forklift pockets on the front and back

The SVL97-2 boasts a 96-hp engine with a rated operating capacity of 3,200 lbs. at 35% of tipping load. It delivers 7,961 lbs. of breakout force and a 3.4-ft. reach at max height. Standard telematics provide the ability to monitor the machine’s health and location. The standard rear view camera can be set to display constantly or only when the machine is moving in reverse. The unit includes an improved DEF system over the previous model and improved sealing of the cab to reduce the amount of dust, water and debris entering the operating space. Optional front LED work lights are available for more efficient and safer work at night and in low light conditions.

www.forconstructionpros.com/21244272

www.forconstructionpros.com/21271009

• 9.1-hp Kohler KD440 air-cooled engine meets Tier 4 Final emissions standards and complies with California CARB requirements • Cat Pumps 56G1 water pump requires just 40-psi minimum inlet pressure

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•

Thermal Intelligence Flameless Industrial Heater, Light Tower, and Generator The Basecamp 3-in-1 flameless industrial heater, light tower, and generator comes in two sizes equipped with their own generator and a light tower with a 360° LED lighting package supplying 190,000 lumens. The heater supplies up to 2,200 cfm of raw heat, delivered up to 300 ft. away, with 97% efficiency. The SmartTalk wireless alert system notifies if there are issues such as engine faults, low fuel, or failure to maintain remote thermostat set points, plus lets you monitor heater performance and set the temperature as needed. The Basecamp model comes with a Kubota 2.4-liter electronic Tier 4 Final engine with a 119-gal. fuel tank and 27-kW generator, and the Basecamp XL has a Kubota 3.8-liter electronic Tier 4 Final engine with a 180-gal. fuel tank and 48-kW generator. www.forconstructionpros.com/21271919

Turfco’s T5000 Spreader/Sprayer Turfco’s T5000 Spreader/Sprayer is a scaled up version of the T3100 design to tackle larger properties and increase productivity while maintaining the ability to fit through a 48-inch gate. • 60-gallon sprayer • 325-pound spreader capacity • 22-hp engine, delivering speeds up to 7 mph • Steering wheel drive system • Two-nozzle boomless spray system with spray width of 10 feet • Optional 3-In-1 tank

Skyjack SJ20 Vertical Mast Lift

• Hydraulic spreader provides inifinite control up to 25 feet wide www.forconstructionpros.com/21259133

Linamar Corporation’s Skyjack division introduced the all new SJ20 vertical mast lift. With a 20-foot platform height, full electric drive, and an optional wind rating, the SJ20 offers a compelling ROI for rental companies. Features include: • Consistent torque, providing up to 25 percent gradeability • Platform capacity of 350 pounds • Gross vehicle weight of 2,510 pounds • Enhanced mast design minimizes site debris, buildup, and damage to components, and is free from any chains, sheaves, or bushings • Traversing deck that provides up to 16 inches of up-and-over capability • Easy-access maintenance hatch, providing unrestricted access to all major components including batteries • Onboard diagnostic system with real-time faults in plain simple language, which eliminates the need for plug-in calibration for day-to-day troubleshooting www.forconstructionpros.com/21295317

www.ForConstructionPros.com/RENTAL

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PRODUCTS

ECHO EGi-3600LN Inverter Generator The EGi-3600LN low-noise inverter generator provides 3,600 maximum watts while registering at only 63 dB(A).

Genie GTH-1056 Telehandler Genie introduced the Genie GTH-1056 telehandler. Extensively field tested to validate performance, the GTH-1056 has been purposefully designed to lower total cost of ownership by 10 percent while delivering 20 percent more lift capacity at max height. The machine has the ability to lift 5,000 pounds at a maximum height of 56 feet, 7 inches and 3,000 pounds at maximum reach of 42 feet. • Side-mounted engine

• 212cc, overhead valve, four-stroke engine with sound-insulating panels and electric start with recoil backup • LED control panel displays fuel level and power usage • Parallel capable to double power output • Folding handles and wheel kit • Onboard storage for maintenance-related tools www.forconstructionpros.com/21259130

Alphavima Technologies PREXA365

• 10,000-pound capacity

Alphavima Technologies released PREXA365, which is a cloudbased equipment rental management system powered by Microsoft Dynamics, that offers a new way for small and medium sized businesses to manage, grow, and optimize business. Core features of PREXA365 include:

www.forconstructionpros.com/21295398

• Robust reporting and analytics

• Enhanced boom design with increased strength • Boom with mid-pivot point uses a single lift cylinder • 30 percent stronger boom and chassis

B M

• Customer engagement • Sales tracking and performance • Rental management • Asset lifecycle management including preventive maintenance • Vendor and purchase management • Reporting and analytics as per ARA guidelines • Customer facing portal PREXA365 is an all-in-one digital solution that provides the functionality to streamline operations and improve profitability — allowing rental companies to plan, execute, monitor, and improve operations, all while enhancing the customer’s experience via rental contracts and invoices generated. www.forconstructionpros.com/21259212

➞

Mastodon Model M60-S and M60-C Forestry Mulcher Attachments

➞

The M60-S and M60-C forestry mulchers have a 60-in. cut width and are powered by a 160cc variable piston hydraulic motor controlled by E-TECH Smartdrive. This ECU-controlled power management system adapts and controls the displacement of the motor to produce instant torque and optimal mulching performance. The attachments can be tuned to any machine in seconds using Bluetooth and a smartphone app or with the in-cab monitor. Both models feature a direct drivetrain that puts all available power to the rotor. The head on the M60-S produces up to 780 ft.-lbs. of torque with a maximum rotor speed of 2,500 rpm. The M60-C has a hydraulically controlled dual-mode cutting chamber that offers fingertip control of the size of mulch and degree of broadcasting desired.

www.forconstructionpros.com/21283137

MARCH 2021

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www.ForConstructionPros.com/RENTAL

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BETTER MACHINES

➞ ENCLOSED CABS WITH AC/HEAT ➞ LIFT HEIGHTS FROM

20’ TO 115’

➞ WEIGHT CAPACITIES

6,000 - 26,500 lbs

➞ MORE THAN JUST A TELEHANDLER

TELEHANDLER SALES & RENTALS AMS-MERLO.COM INFO@APPLIEDMACH.COM

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803-327-4949

TWO LOCATIONS TO SERVE YOU ROCK HILL, SC & OLATHE, KS 3/2/21 12:10 PM

new

PRODUCTS

Yanmar

1.6L/2.1L Industrial Diesel Engines

The vertical, watercooled, three- and four-cylinder diesel engines deliver higher power density in a compact package.

General Pipe Cleaners Upgrades the JM-1000 Mini-Jet General Pipe Cleaners enhanced the performance and cleaning power of the JM-1000 Mini-Jet with stainless steel braid hoses — a new supply hose and optional jetter hoses. The upgraded supply hose has a durable, 10-feet by 3/8-inch stainless steel braid design with a compression fitting for attachment directly to angle stops beneath sinks. The optional abrasion-resistant stainless steel braid jetter hoses smoothly traverse 1½- to 3-inch drain lines — and easily navigate tight bends. They are available in 30 foot and 50 foot lengths. The 3/16-inch Teflon core also reduces water flow resistance, improving small-line cleaning power. The lightweight JM-1000 Mini-Jet clears grease, sand, and ice from small lines, sinks, and laundry drains with high-pressure, wall-to-wall water spray. The compact, powerful unit clears clogs with 1,500 psi of cleaning power, yet weighs 23 pounds. The pump and motor assembly are safely contained in a rugged diamond plate metal case. www.forconstructionpros.com/21259905

• Include common rail fuel injection and cooled EGR with DOC and proprietary DPF aftertreatment to comply with EPA/CARB Tier 4 and EU Stage V emission regulations. • Rated at 54 and 74 hp at 2,600 rpm and generate 1,918 ft.-lbs. max torque • Offer lower fuel consumption and noise www.forconstructionpros.com/21259549

Sullair Mid-Range Series Rotary Screw Air Compressors Sullair launched its Mid-Range Series of Tier 4 Final portable lubricated rotary screw air compressors — the first of its portable air compressors to incorporate electronic spiral valve technology. The flexibility of the Sullair Mid-Range Series makes it ideal for applications including pipeline work, construction, abrasive blasting, fiber optics installation, and more. • Sullair 23-Series variable capacity air end

Miller Electric Trailblazer 325 Welder/ Generators with ArcReach ArcReach technology will now come standard on Trailblazer 325 welder/generator gas and diesel models, providing complete control of welding parameters at the weld joint without a control cord. • Choice of ArcReach accessories enables welders to remotely make process and parameter adjustments for stick, TIG, MIG, fluxcored and advanced wire processes

• Two Tier 4 Final diesel engine options: a Caterpillar 7.1L and Perkins 1206J • 7-inch Sullair Touch Screen (STS) • Multiple service doors with robust push-to-close latches • The 800HH/900H model delivers 800–900 cfm at 150–200 psi • The 920H/1100 model delivers 920–1,100 cfm at 100–150 psi • Optionable Airlinx, which provides telematics and remote monitoring capabilities www.forconstructionpros.com/21283152 v

• Standard Auto-Speed technology matches engine speed to load for reduced fuel consumption and lower noise levels • Excel power option provides a full 2,400 watts (20 amps) of 120-volt pure sine wave power at all speeds, including idle www.forconstructionpros. com/21259903

MARCH 2021

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www.ForConstructionPros.com/RENTAL

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MANUFACTURER VALUE TESTIMONIAL PROFILE Advertisement

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MARCH 2021

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STATE OF THE RENTAL INDUSTRY //

By Alexis Brumm

2020 was an incredibly challenging year for a number of businesses, and what 2021 holds in that regard is largely unknown. However, from the ashes of last year have risen forecasts, numbers, and statistics that all show a glimmer of hope.

here is no doubt that most people were ready for 2020 to come to an end. The challenging year presented challenge after challenge, and as we all know by now, changed the face of business as we know it. Now that we’re well on our way into 2021, we’re still faced with a number of questions. What’s next? What does 2021 have in store for us? Will things get better? Worse? Can we bounce back? What will business look like moving forward? Most of the answers to these questions are a stark unknown against a backdrop of crossing our fingers for a return to normalcy. However, from the ashes of 2020 have risen forecasts, numbers, and statistics that all show a glimmer of hope. In a new forecast, released Feb. 16, the American Rental Association (ARA) is expecting more than 1.5 percent growth in 2021, to surpass $50.2 billion. This is a hopeful leap, following their prediction in November 2020 of modest overall growth in 2021 increasing by 0.3 percent to $48.9 billion. Construction and industrial rental revenue finished 2020 with a significant hit of a 11.7 percent decline. However, the ARA”s forecast predicts that construction will show only a 1

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percent drop in 2021. According to the ARA, the general tool segment weathered COVID-19 the best and is expected to top its 2019 revenue peak by 2022. In the forecast, ARA says that general tool rental revenue is expected to grow 4 percent in 2021. “With the government stimulus programs and the rollout of the vaccines, people are beginning to have more confidence. The equipment and event rental industry often recovers from adversity more quickly than the industries it serves, and it looks like this is happening again,” says John McClelland, Ph.D., ARA vice president for government affairs and chief economist. Scott Hazelton, managing director of IHS Markit, the international forecasting firm that compiles data and analysis of the ARA Rentalytics members-only subscriber service, mentioned that the new forecast is more positive because economic data from the end of 2020 was better than expected. “From an equipment rental perspective, construction did not slow as much as expected, although we do expect it to remain a drag in 2021. The larger surprise was the performance on manufacturing, which is also a source for

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ARA

equipment rental demand,” Hazelton says. Another bright spot comes from investment in equipment, which was down considerably in 2020, but is forecasted to rebound by 17.4 percent in 2021. And according to Josh Nickell, vice president of the equipment segment for the ARA, rental penetration will also be something to watch. “While we never wish for times of uncertainty, market volatility pushes more contractors to trust rental companies with a greater percentage of their fleet needs. The long-term trend has been steadily increasing rental penetration, and we expect this trend to continue with the added volatility of 2020,” says Nickell. Another positive that has come out of 2020? Technology innovation and adoption. This has been shown in multiple new business practices (like Zoom calls, virtual tradeshows, and video product walkarounds), safety innovations, PPE, equipment features, and more. According to Nickell, that will be something to watch moving forward as it could play a key role in rental business’ success and revenue in 2021. “One positive effect of the pandemic was an increase in demand for contactless rentals and an increase in digital adoption,” he says. “As an industry, we saw things that might be on a 10-year roadmap become 2020 priorities that will pay longterm dividends for the companies that implemented them.” Respondents to the Baird/RER equipment rental survey echoed the ARA’s sentiments. According to this group, the average rental revenue declined 1.5 percent year-over-year in the fourth quarter of 2020, which is a modest improvement compared to the

third quarter. The survey respondents matched the ARA’s optimism for 2021 with a forecast of an overall 4.9 percent increase in 2021 compared to 2020. Comments from the participants, however, were a mixed bag. Filled with both hesitant optimism and “we’ll wait and see” attitudes, many suggested that it will be a very slow recovery with projections of things starting to trend upward around the summer of 2021. Some are worried about how slow jobsites seem to be amongst the many different lockdowns and statewide regulations affecting the industry today. However, another positive was that the Baird/RER survey respondents expect rental rates to do better after the challenging 2020, with a 1.4-percent rate hike in 2021 rather than the average 2 percent drop for the last three quarters. Other areas to keep an eye on will be fleet utilization, innovative technologies, demand, fleet age, and overall business revenue, which is especially important as respondents (52 percent, according to Baird/RER)

reported fourth quarter activity was better than initial expectations. Under such challenging circumstances, it seems that there’s hope lingering amongst the rental industry. And after all is said and done, the rental industry just might strike back in 2021. It might not be “with a vengeance,” but with quiet fortitude and hard work. United Rentals has also shown this cautious optimism. On a conference call to investors in January, United Rentals CEO Matthew Flannery made the comment that strength in the used equipment market is a sign of future demand for equipment, which is a good sign for the coming year. “We look at the strength of the used equipment market as a key indicator for the rental industry. And when the retail market is favorable, it tells us the contractors are projecting needs for that fleet,” Flannery said. On the call, he continued to point out encouraging signs throughout various industries and verticals, including the overall rental industry showing great discipline on the supply

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STATE OF THE INDUSTRY

side in 2020. I was curious what some of the manufacturers throughout the industry thought about 2021 and moving forward. The following are their answers. Answers by Stephen Gatti, national accounts manager, YANMAR Compact Equipment North America What is your outlook for the rental industry in 2021? I predict a slight uptick for the rental industry in 2021 over 2020. This will likely include several rental companies expanding their businesses with new locations and an added focus on different revenue sources. For example, gaining new customers with small compact track loaders that can perform in confined spaces or operate across turf without damage, avoiding the need to straw and seed. Also, we are seeing rental companies expanding into trench safety, power/ HVAC, and other applications. What are the primary factors contributing to this trend? There are a number of market trends contributing to the uptick predicted for the rental industry in 2021. New mini excavators and compact track loaders are up double digits yearover-year. Additionally, despite the pandemic, things still need to be built and the housing market is going strong. January 2021 numbers from the U.S. Census Bureau indicate housing starts in December 2020 at 1,669,000 — a 5.8-percent increase over the November estimate and the highest reading since September 2006.

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What do you see in your crystal ball for the longer term? Dealers with YANMAR Compact Equipment and ASV Holdings Inc. — both brands of YANMAR Compact Equipment North America — report small- to medium-sized contractors still have a healthy book of business. This is a continued opportunity moving forward for rentto-rent and rent-to-sell transactions. The opportunity is further accelerated with the housing trend of people moving from urban to suburban areas and building houses. Additionally, while nothing is certain, an increase in U.S. infrastructure spending in 2021 from the new administration would significantly benefit the rental and construction industries and provide a much-needed boost. How can the rental industry overcome COVID and its long-term effects moving forward? Despite a predicted uptick in 2021, rental businesses need to continue to work to expand revenue sources and maintain a high level of customer service to ensure customer satisfaction and loyalty. Additionally, rental companies will benefit from having accessible, reliable equipment that is easy-to-use, transport, and maintain to entice homeowners and weekend warriors taking on DIY projects during their time at home. YANMAR Compact Equipment mini excavators and ASV’s small compact track loader line are both perfect fits in these areas.

our production by 30 percent in our Grand Rapids, Minnesota, facility. Additionally, we are improving our efficiencies for distribution and applying best practices as we increase our focus on the rental market. Our product divisions will continue to innovate our compact equipment lines with a primary focus on industryleading operator experience, reliability, power, and performance. Answers by Frank Nerenhausen, president, JLG What is your outlook for the rental industry/ market in 2021? Things are trending in a positive direction, putting the industry in a position to rebound from a tumultuous 2020 during the back half of 2021. That said, although we can see the light, we aren’t quite at the end of the tunnel. The biggest potential headwind facing a recovery is not the virus itself, but rather the various mutant strands that

What’s next for ASV and YANMAR Compact Equipment? YANMAR Compact Equipment North America will continue to make use of the strengths of the YANMAR Compact Equipment and ASV brands. We are in the process of increasing

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have recently surfaced. These strands could result in regional shutdowns, causing disruption to the already delicate supply chain and labor forces. Overall, the rental industry continues to be a strong one with a healthy ecosystem. If all those who are part of its value chain, from manufacturers to suppliers to owners and operators, behave and act responsibly, our optimistic outlook for 2021 should remain intact.

JLG

How can the rental industry overcome COVID and its effects moving forward? As the world continues to manage the pandemic and its effects, it remains extremely important that everyone across the entire rental industry remain diligent in following CDC protocols to prevent the spread of COVID-19 and to keep employees, companies, and jobsites safe. Simple protocols like wearing masks, sanitizing equipment between operators, social distancing, and hand washing all play a crucial role in keeping jobsites open, and our

industry and the overall economy healthy.

ASV/YANMAR Compact Equipment North America

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What do you see in your crystal ball for the longer term when it comes to trends in the rental industry? Some of the trends we are watching include electrification, urbanization, “ladders last” initiatives, and the growth of mega warehousing/ distribution and data centers. On electrification: As you know, in recent years, there’s been increasing demand for both hybrid and electric machines. With the construction industry being a fast follower of the automotive industry, we are taking cues from the increasing number of electric cars on the road. We anticipate a similar increase in demand for electrified access equipment globally. Our latest scissor lift introduction—the AE (All Electric) 1932 DaVinci lift, the world’s first fully electric scissor— is indicative of our commitment to innovating around electrification. Every component of this machine is optimized, allowing it to be powered with a single lithium-ion battery. It even recovers energy while the platform is being lowered, which contributes to a 70-percent decrease in power consumption and a longer

battery life per charge. And, because its all-electric, hydraulics are eliminated altogether, meaning there are no potential leak points. What’s propelling the trend towards electrification? Impending Stage 5 engine regulations in Europe contribute to increased demand. The maintenance costs for diesel engines increase with the introduction of Stage V as they will require diesel particulate filters (DPF). While engine costs are escalating, lithium-ion battery costs are becoming more affordable. Because lithium-powered products are more eco-friendly, with little to no compromise to performance, they are becoming more and more popular. JLG has a myriad of supplier partnerships with companies that are equally committed to advancing electrification. For example, Oshkosh Corporation, JLG’s parent company, recently announced a planned investment in Microvast, a global provider of next-generation battery technologies for commercial and specialty electric vehicles. This investment demonstrates our company’s commitment to continue developing market-leading electrified solutions for the rental industry. On urbanization: Urbanization is

MARCH 2021

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MARCH 2021

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and Danfoss Power hydraulic components. Additional features on some models include convenient two-way forklift slots for increased transportation efficiency and bumper rail to prevent machine scratches, keeping your lift looking like new. Sinoboom 2021 models also feature their new blue and graphite color scheme. The Sinoboom North American team has over 100 years of combined industry knowledge, so they understand your equipment needs.

Our flexible team is committed to your fleet uptime and look forward to partnering with you on your aerial equipment needs for many years to come. Contact us today to learn more about the extensive range of Sinoboom models, and watch for exciting new product announcements.

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JLG

STATE OF THE INDUSTRY

designed the RT/ERT line of scissor lifts with this capability at the forefront. As the world continues to become more connected, data center construction is also on the rise. Indoor work at data centers requires lightweight, environmentally friendly machines that can be operated in confined areas or on suspended floors with weight restrictions and in between sensitive storage systems, servers, and application delivery controllers. This is the type of application that the new JLG DaVinci scissor lift was purpose-built to excel in. And last but not at all least, I’d be remiss if I didn’t mention the increasing demand for low-level access products, which are gaining in popularity as companies seek to mitigate worksite injuries associated with slips, trips, and falls from ladders. This is just another area in which JLG continues to work to advance jobsite safety.

JLG

another driver of some of the trends we are seeing. With less and less open space, buildings are becoming taller and space between them narrower. With that, the demand for smaller machines with compact footprints and higher reaching equipment is growing. The introduction of the newest JLG ES Series electric drive scissors, the ES 1330 and the ES 1530, as well as our new SkyTrak 3013 telehandler and low-level access 1030P push-around lift, are just a few products we have recently introduced for use in tight spaces. On warehousing/distribution: Going back even a few years, online shopping was not what it is today. With a larger percentage of purchases being completed online, warehouse space is in high demand and warehouse construction is on the rise. This type of construction oftentimes requires continuous placement of utilities at a fixed height along the length of a building. To match the application, JLG has

MARCH 2021

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MANUFACTURER VALUE TESTIMONIAL PROFILE Advertisement

BUILT RIGHT HERE A t Allen Engineering, we’re as proud of our people and our engineering as we are of the machines we build. From the very first truss screed, our name has included ‘engineering.’ It’s been our commitment to deliver products that don’t just perform at their highest level, they’re built to stand up to the demands of the most difficult environments and job sites. That combination of precision engineering of sophisticated machines—coupled with the brute strength of heavy-gauge steel, welded frames, and high-performance power— has served Allen Engineering well for over 50 years and two generations of family management and ownership. So, while we may be one of the last of the “American Owned and Made” manufacturers of concrete and related equipment, we’re so confident in our “built-to-last” core principle and engineering innovation, that we’re grooming the third generation of Allens to continue our tradition of excellence.

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MARCH 2021

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STATE OF THE INDUSTRY

THE ROLE OF RENTAL IN 2020 AND WHAT IT TAUGHT US FOR 2021 BY DENNIS HOWARD, RDO EQUIPMENT

JLG

N What’s next for JLG? In 2021, we will continue to focus on elevating the access industry in three key areas: productivity, safety, and technology. One of the biggest responsibilities we have today is to continually evolve and introduce interconnected solutions that allow customers to be more successful, safer, and increasingly efficient on the job. Technology, and the speed at which its advancing, plays a huge role in this. While we consistently watch trends, we also actively watch how customers are using JLG products. The pain points we observe directly drive our innovation process—something we call “customer-inspired innovation.” This process is evolving and has moved from a focus on incremental product changes to transformational innovation designed to provide substantially safer machines for end-users and new revenue streams for our rental channel partners. In closing, I’ll go back to where we started—the overall ecosystem of the rental industry. We take our responsibility as the market leader to help preserve this healthy ecosystem very seriously. We maintain pricing discipline, we innovate with purpose, and we continually advance our customer support capabilities to provide opportunities for all stakeholders across the value chain including manufacturers, suppliers, customers, and employees for many years to come.

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o two industry segments fared exactly alike last year, but the spotlight shined on rental equipment in the markets I have surveyed revealed some of its biggest benefits—some that may very likely continue to play a vital role in contractors’ business plans in 2021 and years to come. The infrastructure segment served as a middle ground of sorts, bridging the highs and lows across the industry. Even amid the initial impact of COVID19 in the spring, jobs already underway were still expected to be completed, and for some contractors, that meant a healthy backlog of work for the foreseeable future. Infrastructure’s general positivity comes along with a shorter job outlook for contractors, who simply can’t be sure of what work will come next. But in handling that limited foresight, rental, again, proves valuable, allowing customers options to meet the needs of current jobs without gambling on an unknown future. Ultimately, what 2020 showed was the resiliency of the construction industry. It was a reminder that in an environment like this, it’s no longer about having the biggest, shiniest fleet of equipment; it’s about having the right machines for the job at hand and being prepared to adjust for whatever job may come next. Rental’s role in such a plan can be cemented through three of the most significant advantages it offered in 2020.

Rental Advantage #1 – Cash Flow Management One of rental’s biggest impacts is flexibility in managing cash flow. Payments on a purchased machine must be made whether the machine is being used or not. If available jobs shift and the machine is no longer needed, it can quickly become a troubling liability. When the backlog is uncertain, rental eliminates the capital investment required for a purchase and contractors can return unneeded machines if jobs change.

Rental Advantage #2 – Nimble Equipment Fleet Speaking of jobs changing, that same flexibility allows for quick restructuring of an equipment fleet. Part of the creative adaptation to uncertainty means contractors may look to take on different types of jobs, ones they may not have historically pursued. Often, this may mean acquiring equipment not typically found in the fleet. By augmenting a fleet with rental machines, equipment can be swapped and added quickly while tying up less cash than in an entirely owned fleet.

Rental Advantage #3 – Renting to Own With many rental providers offering rent-to-purchase options, contractors can manage through short-term uncertainty while still adhering to a long-term plan. If the odds are likely that a rented machine will be purchased later, terms and pricing can be built into the rental agreement, allowing customers to invest in the eventual purchase while renting the machine. If my 25 years in this industry have taught me anything, it’s that the construction industry is adaptable and resilient. We’ve made it through down years and challenges, and we’ll continue to do so. In general, I think the opportunity we all have, regardless of industry, is not to get stuck in the negative and just go do what we do. And that’s a prediction I’d be willing to stand behind any year.

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RAMMER & ALLIED CONSTRUCTION PRODUCTS JOIN FORCES TO BETTER SERVE NORTH AMERICA

ammer and Allied Construction Products continue to lead the North American industry with the best offerings in hydraulic hammers. The flagship Excellence Line hammers are ready for all of your rock breaking needs, even in the most harsh and demanding conditions. They deliver top-of-the-line features like integrated smart RD3 remote monitoring system to track operating hours, GPS location, and service intervals. The Performance Line hammers are your everyday breaking solution when quality counts. They’re designed with operator comfort in mind and bring powerful breaking solutions while minimizing noise levels and effectively dampening vibrations. There is a Rammer hydraulic hammer for virtually any breaking application. So, whether you are working with demolition, recycling, mining, construction or quarrying, we have the hammer to give you the best results.

FORCE MULTIPLIER A new era is being ushered in with Rammer® fully investing in Allied® Construction Products to deliver enhanced products, service, and support the growing North American rental market. The combined forces will be stronger than ever, bringing you the latest Rammer technology with Excellence and Performance Series breakers as well as our pioneering Ho-Pac and Skid-Pac compactor drivers. Together, and stronger than ever, the world-famous Rammer and Allied continue to prove... there’s no match for experience and innovation.

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EXPERIENCE & INNOVATION (000) 000-0000 | www.Website.com MARCH 2021

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RENTAL RELIABILITY MEANS PROFITABILITY. When a piece of equipment leaves your lot, your reputation goes with it. That’s why rental managers choose Allmand. Like all best-in-class Allmand products, our new Night-Lite™ GR-Series light towers and Maxi-Heat™ 1M BTU Heater give you peace of mind that the equipment bearing your name will withstand jobsite abuse. Be easy to service. Perform consistently. And offer industry-leading resale value. ALLMAND. ABOVE ALL.

Experience the best at Allmand.com

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They’re GReat! Allmand GR-Series offers low acquisition costs and high-performance value in one flexible package. Your job site needs a workhorse — one that outpowers, outperforms and outlasts the competition, helping you burn the midnight oil to get more work done. The new Allmand Night-Lite™ GR-Series light towers are the ideal addition for smaller job sites and special events. We spoke with Dave Jones, Vice President of Sales and Marketing at Allmand, to learn exactly how the GR-Series offers low acquisition costs and high-performance value.

Q. WHICH FACTORS DO YOU MEASURE TO DETERMINE HIGH PERFORMANCE? A. There are numerous ways to measure performance. For light towers, we’re interested in both the light technology used and the light footprint emitted. We use four LED light fixtures that offer up to 350-watts per fixture. Compared to past products in this space, the GR-Series covers 38,610 ft2 vs. 19,526 ft2 — a 98% increase in light coverage. In addition, we’ve increased light brightness by 19% with 32,288 additional lumens. Our light footprint is second to none. Q: HOW ARE THESE UNITS MORE EFFICIENT THAN OTHERS ON THE MARKET? A. The first thing that comes to mind is its fuel efficiency. We’ve substantially extended the average runtime for these products — customers can get up to 257 hours of run time with the 250-watt LED model.

automatically translates to additional cost savings. In fact, our GR-series light towers offer 12% better total cost of ownership than a leading competitor. Q: HOW ARE THE GR-SERIES UNITS FLEXIBLE? A. We specifically designed them to be both flexible in application and simple in operation. One example is the vertical mast that extends to 23 feet and has a 359-degree rotation, offering flexible lighting options. Incorporating the Deep Sea L401 controller allows for a whole new level of flexibility and efficiency. The 16 Event Scheduler is programmable to operate up to four load outputs. Plus, it’s configurable to run automatically between sunset and sunrise — meaning work can continue completely uninterrupted without having to worry about light. Q: HOW ELSE DO THEY HELP ON THE JOB SITE?

Plus, we’ve extended the service intervals to 1,000 hours, which is the highest in the industry.

A. The unit’s compact size makes it easier to load and unload from a truck. Plus, you can fit 20 units on a 48 foot flatbed, which helps streamline shipping costs.

Q: I’M SURE THAT CUTS COSTS, TOO. DO THOSE FACTORS CONTRIBUTE TO THE LOWER ACQUISITION COST?

Essentially, our Night-Lite™ GR-series light towers work longer, bigger and brighter so our customers can be out on the job site getting more work done whenever and wherever it’s needed.

A. Absolutely. The improved service intervals result in less maintenance over time. Plus, better fuel efficiency

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ALLMAND. ABOVE ALL. Allmand.com

3/2/21 12:31 PM

STATE OF THE INDUSTRY CONSTRUCTION

// By Curt Bennink

State of Construction:

A FORECAST FOR UNCERTAIN TIMES 2021 will be an unpredictable year with some segments outperforming others.

othing about 2020 fell within the realm of business as usual. It seems like there were surprises around every corner and the best prepared business plans were quickly laid to waste as contingency plans were put in place to deal with one crisis after another. While the uncertainty of the 2020 election cycle is finally settled and there are vaccines approved to combat the continuing COVID-19 pandemic, there is still plenty of uncertainty that makes it very difficult to forecast the future. In the meantime, construction backlogs and the construction material supply chain have been impacted. And despite the uncertainty, you still need to make a plan to address the upcoming year. To help you sort it all out, we contacted some of the construction industry’s most trusted sources about what they see for the months to come. Q: What are likely to be the major drivers of the commercial and housing construction markets in 2021, and do you anticipate the current level of new construction to be sustained in both segments?

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Fan Yu Kuo, National Association of Home Builders (NAHB): After a gradual

reopening of the economy, the housing market has seen a meaningful rebound and recordbreaking growth, especially in recent months. With a recovering economy and renewed interest in housing, the residential sector will lead the

economic rebound. This year, we have seen a shift in housing demand preferences as a result of the COVID-19 pandemic, with home buyers and renters favoring lower density suburbs and exurbs over large metropolitan areas. This suburban shift is seen in construction data, with the NAHB Home Building Geography Index (HBGI) showing that residential construction activity expanded at a more rapid pace in lower density markets. With this changing geography of housing demand, combined with record-low mortgage rates and a renewed focus on the

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NE SJ20

importance of home, we expect demand will remain strong in 2021. Supported by increased buyer interest, builder confidence remained near a data series high and sales have outpaced construction. Single-family construction is now at the highest level since the spring of 2007 and is expected to grow steadily over the next two years. However, builders continue to face challenges in terms of supply chain shortages of building materials and skilled labor as well as a lack of lots. From a rental perspective, we expect multifamily construction to decline in 2020 and 2021 before stabilizing in 2022, although apartment construction will see strength in lower density markets. Though home building and remodeling are relative bright spots for the overall economy, nonresidential construction will experience greater headwinds, as private nonresidential construction spending has seen a significant decline since January 2020.

HIGHER

FOR LONGER Skyjack built on the success of its unique vertical mast range by introducing the all new SJ20. With a 20ft platform height, full electric drive, and a wind rating, the SJ20 offers a compelling ROI for rental companies.

Anirban Basu, chief economist, Associated Builders and Contractors (ABC): COVID-19 accelerated

several pre-existing industry trends, many of which have implications for real estate, construction, and the overall economy. Among the most obvious trends is e-commerce, a trend that was gaining market share even before the global health crisis began. An ongoing proliferation of fulfillment and data centers will serve this ongoing boom. Another trend is remote work, a pattern that gained momentum during the pandemic that could translate into less demand for traditional office space. But the work from home trend also supported a raging U.S. housing market in 2020 as people seek to acquire more space for dedicated home offices. This is also consistent with greater migration from cities to suburbs, which is already reflected in large-scale declines in apartment rents in some of America’s most expensive cities, such as San Francisco, New York City and San Jose. The multifamily market is less likely to generate as much construction activity as it did during the prior decade.

Richard Branch, chief economist, Dodge Data & Analytics (Dodge Data): The commercial construction

space in 2021 will be somewhat of a mixed bag. On the upside, warehouse construction will continue to flourish as demand for e-commerce space seems to be nearly insatiable. Warehouse construction topped $30 billion in 2019, a record for the category. That record was broken in 2020, and we expect a new record to be established in 2021. Retail and hotel construction is expected to continue to languish in 2021, and indeed, won’t resume growth until there is widespread vaccine adoption. Since that is not expected until the mid-point of the year, it leaves little opportunity for growth in 2021. Housing will be driven by strong demand for single-family construction in 2021. This is the result of the natural aging of the millennial generation as they grow their

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MARCH 2021

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STATE OF THE INDUSTRY CONSTRUCTION

families, but also the pandemic-driven search for additional space away from dense urban areas. Increased flexibility resulting from remote working will aid this geographic shift. Multifamily construction will be weak in 2021 due to the supply overhang in large metropolitan areas.

ABC: Countervailing forces are at work in public construction. On one hand, weakened state and local government finances suggest weaker public works spending going forward. Despite the prevalence of low interest rates, many policymakers will probably seek to avoid putting more debt on public balance sheets.

Dodge Data: The public sector — both building and infrastructure projects — will be reasonably stable in 2021. Given the growing gaps in state and local budgets across the country, this is somewhat positive news. Street and bridge construction will see tepid growth in 2021 as federal funding provided through the oneyear extension of the FAST Act is On the other unchanged from hand, given the Job gains in residential the previous battered state of year. We fully construction offset the U.S. economy anticipate and the priorities that by the of the incoming summer, a administration in replacement for Washington, D.C., the FAST Act federal spending will be enacted of the jobs lost in on infrastructure providing could increase for improved March and April as part of a postfunding the inauguration following year. stimulus package. Republicans and It is also likely that we will see a push Democrats do not agree on much, from the Biden administration for an but leaders from both parties agree infrastructure package now that the that America spends too little on Democrats have control of both the infrastructure. House and Senate. Public spending on infrastructure On the building side of public could rise over the next couple of years construction, the largest project type as the federal government steps up to is education. This sector was under assist our recovering economy, but that great pressure in 2020 as the pandemic spending could fade quickly thereafter. forced students out of their classrooms and into their homes. The fiscal issues

96%

Ken Simonson, chief economist, Associated General Contractors of America (AGC): There is

huge pent-up demand for singlefamily housing in most parts of the country and widespread demand for moderate income multifamily housing. Most categories of nonresidential construction will be in decline in 2021. But a few niches should do well, including smaller distribution facilities, data centers and specialized healthcarerelated facilities, such as clinics, screening/testing facilities and medical laboratories and manufacturing plants.

Q: What are likely to be the major

drivers for public construction in 2021, and do you anticipate the current level of new construction to be sustained? In which subsets do you expect to see the greatest uptick or downturn in activity?

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facing state and local governments also weigh heavily on this sector’s ability to recover, which means that 2021 is likely to be another down year for education construction.

costs of raw materials or other construction inputs?

SMARTORQUETM technology provides an optimized balance of horse power, torque and hydraulic efficiency, maintains on-site performance, and keeps maintenance costs down.

NAHB: The issues that have limited housing supply There has only been a in recent years, AGC: Any including land growth in public and material construction availability and a will depend on persistent skilled early passage of labor shortage, federal funding continue to place job recovery in for infrastructure upward pressure nonresidential and relief for on construction state and local costs. The result of construction governments. insufficient supply Unless this occurs early in the year, the to meet soaring demand has caused impact on projects is unlikely to be felt prices of building materials, most until 2022 or later. notably lumber, to skyrocket this year. Highways have the greatest chance Q: How has the COVID-19 pandemic of receiving additional funding. But impacted the continued labor there will also be a push to fund transit shortage plaguing the construction and other passenger rail projects; industry? What are your projections alternative energy production, storage, for the labor market in 2021? and charging facilities; and possibly public hospitals and care facilities. NAHB: Cost and availability of labor The weakest public markets are has been top issue for builders in recent likely to be public universities and years. In 2011, only 13% of builders colleges, and other types of public reported cost and availability of labor buildings such as office and judicial as a significant problem, but the share system buildings. increased to 85% in 2020. Q: Will the ongoing COVID-19 The U.S. Bureau of Labor Statistics pandemic have any impact on the November data shows that over

58%

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MARCH 2021

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“The Vacuworx system offers a benefit for the contractor, saving time and money, which then allows us to bring our entire product offering to that customer.” — Kyle Thuenemann, Cyclone Diamond Products

Open Doors Our customers say it best. They put our systems to the test where it counts, on the job. They know what is important, and Vacuworx delivers every day. From the most reliable lifting systems to the best service and support in the industry. FASTER. SAFER. SMARTER. That’s the Vacuworx Advantage.

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STATE OF THE INDUSTRY CONSTRUCTION

ABC: Despite the loss of nearly

shortages of skilled construction workers will persist. Many of America’s most skilled construction workers are approaching retirement age, and the next generation has still not entered the skilled trades in sufficient numbers. History indicates that when construction workers lose jobs, they often leave the industry altogether. All of this suggests that while it may be marginally easier to recruit talent now than prior to COVID-19, structural issues remain. Dodge Data: The construction sector will continue to be plagued by the lack of skilled and available labor in 2021. While the number of job openings in construction has fallen since the pandemic began, there are still, on average, more open positions in the industry currently than there were in 2017. The demand for workers is down, but not out, and will certainly rebound sharply in 2021 as construction picks up.

W NE

the past seven months, job gains in residential construction offset 96% of the jobs lost in March and April, while there has only been a 58% job recovery in nonresidential construction. However, in any given month, there is still a shortage of 200,000 to 300,000 workers. Looking forward, the job openings rate is likely to experience choppiness in the months ahead given divergent outlooks within the construction industry. As the construction skilled labor shortage remains a key challenge for residential and nonresidential construction firms, training and adding new workers is an important goal of the industry as we have seen an aging workforce in the skilled trades. A labor shortage will lead to higher housing costs and increased home prices, and make housing less affordable for buyers. To help close the gap on the labor shortage, the housing industry needs to continue to invest in training to attract younger workers who may not have considered a career in construction or have been inordinately affected by the pandemic and recession. Workers trained in the building trade skills will increase productivity and further lower construction costs to consumers. Bringing additional women into the construction labor force also represents a potential opportunity for the future. A recent NAHB study found that the number of women employed in the construction industry grew substantially in 2019, surpassing the peak pre-recession employment level.

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AGC: Many contractors report projects are taking longer to complete, either because fewer workers are allowed on site at one time, workers are kept home by illness (their own, a family member’s or the need to provide dependent care), or delays and shortages of materials. While the decline in nonresidential projects will mean fewer companies are hiring and more workers are laid off, contractors that are trying to hire are still likely to have difficulty finding willing applicants with the right skills. To read the full article, visit forconstructionpros.com/21220814.

200,000 construction jobs over the course of the pandemic,

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facilities in Italy and supported by our seven branches worldwide including two in the United States. To offer our clients the best technical service and parts support available, we have partnered with over 300 dealers worldwide, a number that is constantly increasing. The Magni Rotating Telehandler (RTH) lineup includes 16 machines with lifting heights from 57 - 167 feet and capacities from 8,800 - 28,600 lbs. The RTH range is built to adapt to any worksite, provide maximum safety, and guaranties the best lifting performance under any condition. The 360° rotating turret makes our RTH range the perfect choice by allowing you to perform tasks faster and safer.

Thanks to a wide range of available attachments (forks, hooks, jibs, platforms and many more), with Magni RTH, you get the ultimate versatility by having several machines in one (telescopic forklift, RT crane, AWP). We’re seeking new dealers in the U.S. to join us on our journey to provide contractors with telehandlers that are safer, more efficient, and help them earn more profit. For dealers, you’ll enjoy the ability market a non-commodity product with high utilization rates and stronger ROI’s.

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STATE OF THE INDUSTRY LANDSCAPING

// By Ryan Whisner

in equipment in spring 2021 and a continued investment of homeowners in their outdoor spaces, which bodes well for the industry.

LANDSCAPERS ARE OPTIMISTIC ABOUT ©PATPITCHAYA@HOTMAIL.COM - stock.adobe.com

side from just the health aspects, the COVID-19 pandemic had a substantial impact on the green industry in 2020. Despite the roller coaster, green industry leaders are reasonably optimistic about the outlook for 2021 The first hurdle for many was whether their services would be deemed “essential” through the numerous “shelter-in-place” policies initiated at the state level. From the onset, the National Association of Landscape Professionals (NALP) and the various state associations were advocates for the contractors to be labeled as “essential.” “Stay-at-home” orders put in place by many states ultimately did not apply to most landscapers. While there were some restrictions, existing customers and potential new customers that were stuck at home started calling. Ultimately, what could have been a dire year for those in the industry concluded as one of the best for many due to the increased interest in outdoor spaces. The pandemic and its aftermath are

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expected to continue to plague the economy through at least the first half of the year. To get a pulse on what’s going to drive the industry in 2021 and beyond, we reached out to several industry experts.

Q: What is your assessment of the landscaping industry heading into 2021? Kris Kiser, president, Outdoor Power Equipment Institute (OPEI): While 2020 has been very challenging, we saw a tremendous reconnection to the outdoors. The outdoor power equipment industry stepped up this year to continue making and shipping necessary equipment, helping many Americans get outside and work in and reconnect with their living landscapes. Shipments of outdoor power equipment that OPEI tracks broke records in 2020 increasing by 5 million units, a jump of 16 percent over 2019. Professional landscape contractors have been saving and will likely be in a strong cash position in the spring. We expect significant commercial investment

Britt Wood, CEO, National Association of Landscape Professionals (NALP): The industry is doing very well despite all the challenges the pandemic brought with it. The lawn care and residential landscape sectors are doing better than would be expected, with many companies meeting and even exceeding their revenue projections for the year. While there are still economic issues related to the pandemic, people will continue to make an investment in their landscapes and lawn care, so we expect the industry to continue to do well overall, considering the total impact to the economy. Sean McCormick, CEO and co-founder, SingleOps: I’m very optimistic about the future of the green industry. How we responded to the pandemic is a testament to not only the industry’s resilience and creativity, but also how essential our services truly are. As a result, we’ve seen large segments of the industry grow significantly in 2020, and capital is being deployed into the industry at record levels, which will fuel future innovation and growth. Joe Raboine, director of residential hardscapes, Belgard: We feel there is much to be optimistic about in this industry. With historically low interest rates expected to remain throughout 2021, we feel that the demand for outdoor living projects will remain exceptionally strong. Outdoor renovations saw a significant surge in 2020, given the increased amount of time we’ve all spent in our homes. Homeowners now, more than ever, see the importance of having a functional outdoor living space and the added value it brings to the home.

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Sam Williamson, national golf sales manager, Doosan Bobcat North America (Bobcat): I believe the landscape industry is in one of its strongest periods to date. When you compare landscape materials cost from 10 months ago to today, it’s clear that demand for lumber, mulch, rock, mowers, string trimmers, has skyrocketed. I would argue most landscapers are busier than ever, which is a great sign for our industry. We know one thing for certain, the grass will continue to grow. We look forward to 2021 and watching our industry continue to flourish.

Q: What should landscape contractors be doing to take advantage of the opportunities that this pandemic presented? NALP: After an uncertain start to the

t oor y if-

season in 2020, residential clients responded by investing more in their landscapes, while many commercial clients cut back on their services to some extent. Companies with residential clients are expected to continue efforts to upsell  2020 saw a reconnection to outdoor spaces. services and work hard to Here, OPEI President Kris Kiser enjoys his own living keep up with the demand landscape with his dog Mulligan. for improvements to client’s outdoor living spaces. tance of having a functional, safe space Companies who service commercial where they can both work and play, clients will continue to work closely leading to the rise in renovations, parwith them to adjust their services, and ticularly for outdoor living spaces. Data they’ll continue to make customer sershowed a 58 percent increase in demand vice and communication with clients a for home professionals in June 2020, top priority. with the bulk of that for outdoor services. There’s an extra sense of gratitude for SingleOps: Take a step back and look the business and being able to provide at what you’ve had to change in your our services to homeowners. As we conbusiness and decide what you want to tinue navigating what we hope is the tail keep in place as the pandemic begins to end of the pandemic, contractors should fade, hopefully in the first half of 2021. continue using time to focus on training The pandemic has undoubtedly forced and continuing education, whether virall types of businesses to evaluate their tually or in small group settings. normal practices and in many cases become more efficient. Don’t simply LMN: The overall effect has been relrevert to “business as usual” unless you atively positive, considering the feel it makes sense. month-long lockBelgard: Many of us in the home renodown vation and outdoor living business have early been fortunate to have our business in the increase during this otherwise very difyear. ficult period. People have realized the impor-

OPEI

on he he

Adam Morka, marketing manager, LMN: As of right now, we are reasonably optimistic about 2021. The residential design and build segment did exceptionally well, with some companies reporting 40% year over year growth. Some areas, commercial maintenance, contracted in 2020 due to the unforeseen pandemic. Now that vaccinations are being distributed, we foresee commercial maintenance making a slow comeback by mid to late 2021. We also believe residential maintenance and design and build will continue to stay healthy throughout 2021.

nced

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STATE OF THE INDUSTRY LANDSCAPING Belgard: Modularity will be a key driver in 2021. Modular installation has steadily gained popularity, as it makes installation an easier process for both contractors and homeowners. Little cutting is required, so the install takes less time and the space is ready to enjoy in a shorter timeframe. LMN: I certainly believe we will see more

expected to continue to flourish.

Landscape equipment sales remained steady throughout the year, and that’s a good indication companies were capturing the work, making money and being profitable. Perhaps some commercial maintenance businesses will have to diversify their services and look to new revenue streams or innovate on current ones in 2021. In general, the industry is still suffering from a labor shortage despite unemployment being high, so operating an efficient and lean company in 2021 should still be top of mind for any landscape company in the New Year. Bobcat: The pandemic has provided

some real opportunities for our industry to grow. People are wanting to do more at home and keep their space well maintained and manicured. I think the best thing a contractor can do now is invest and expand their offerings. There is good chance some of their current customers have other projects they would like completed and would love someone they already trust to complete them. If contractors can learn new skills, add new equipment and employees they can increase their profitability. We currently have an industry that can support such growth.

Q: What product trends do you expect to see continue to rise into 2021? OPEI: We’ve seen big advances in battery/electric equipment, and more and more entrants into the robotic space,

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as well as manufacturers expanding into the zero-turn market and enhancing EFI technologies on the engine side. Manufacturers continue to innovate and produce a wide range of equipment for landscape contractors to serve a variety of applications. Our members are on the cutting edge of the industry in terms of power sources, autonomous technology, and engine technology to produce the safest, most efficient equipment for landscapers. NALP: Advances in battery powered

equipment and robotic mowers continue to be of great interest to landscape and lawn care contractors, as well as software solutions that streamline business and customer service processes.

SingleOps: There is a ton of great tech-

nology out there already that can provide tremendous value to our industry, but only a small percentage of it is integrated to share data, and as a result, there can be little adoption to some amazing products and solutions ... Modern software companies all have APIs that enable the sharing of data, and we’re seeing more equipment manufacturers, plant and chemical suppliers, finance companies, etc., work towards having APIs that companies like ours can leverage to provide even more value from their products. This trend will unlock huge value in our industry in 2021, and it will continue to increase thereafter.

Bobcat: 2021 should be a great year for

new products and innovation. I think we will see both battery and robotic mowers grow in interest, along with increased smart technology playing a part in equipment. I also think we will see more innovations on maintenance, maneuverability, and cost effectiveness of machines. I look for 2021 to be a great year for our industry.

To read the full article, visit https://greenindustrypros. com/21232668.

RYAN

Bobcat Company

One thing is certain, the grass will continue to grow in 2021 and the green industry is

battery-operated hand tools both in the commercial and residential segments. Some corporations with large grounds that require maintenance are mandating greener equipment with fewer emissions and noise pollution. Some are implementing robotic mowers for larger commercial jobs, but those may still be further out and are predominantly in the testing phase. With the supply chain upside down and a steel shortage, I believe 2021 will be mostly traditional equipment as usual, with some batterypowered hand tools integrated along the way.

Steiner and Ryan create a more diverse product portfolio for Doosan Bobcat and will allow them to touch on markets they have not been able to in the past in 2021.

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3/2/21 12:26 PM

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THE TORO® SWIVEL MUD BUGGY® A NEW SPIN ON MATERIAL HANDLING

ooking for new opportunities to expand your rental potential? Check out Toro’s Swivel Mud Buggy®. This productivity booster is ideal for customers who need to place material on jobsites in tight or awkward spaces.

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The tub swivels 180 degrees, so operators can place sand, rock, mulch or cement exactly where it’s needed. They simply rotate the tub, dump the material at any point along the 180-degree radius, and the auto-return dump feature automatically lowers the tub so they can focus on their next load. Plus, with transport speeds of up to 6 mph (9.7 kph) in forward and 3 mph (4.8 kph) in reverse, this machine makes quick work of transporting materials around the jobsite.

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Straightforward controls are easy to learn and placed right at the operator’s fingertips. The swivel and dump switches travel with the right-hand control handle, allowing operators to safely and efficiently operate the machine while simultaneously swiveling and dumping the tub. The suspended ride-on operator platform is designed to reduce operator fatigue – at the end of the day, just fold it up for easy loading on the trailer.

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MARKET WATCH GLASS CEILING IN CONSTRUCTION CONTINUES AS FEMALE CEOS LAG GLOBALLY In recognition of the International Day of Women and Girls in Science, observed by the United Nations on February 11, BoldData released information on the number of women who hold CEO positions at construction, manufacturing, and information and communication technology (ICT) companies, based on its extensive databases in these industries. The numbers show a stark difference between female executives and their male counterparts on a global basis. According to the data, the glass ceiling in the construction industry has proven a difficult one to crack, with just 1.4% of CEOs globally made up of women. “It might not come as a surprise that heavy construction companies (such as road construction and civil engineering) score lowest with 1% female CEOs,” BoldData indicates. “The number of female decision makers at general contractors and installation companies ranks slightly higher with 1.4%.” And while women have made more inroads in manufacturing industry segments such as apparel (7.2%) and jewelry (6.75%), female CEOs in heavy manufacturing remain a rarity, representing just 1.3% globally. In the oil and gas segment, the number drops substantially to .005%. In all, just 2.7% of manufacturing companies worldwide feature women leaders. Additional UNESCO data (2014 - 2016) shows only around 30% of all female students select STEM-related fields in higher education. In addition to low enrollment in ICT, global female enrollment is particularly low in natural science, mathematics and statistics (5%) and in engineering, manufacturing, and construction (8%). “Science and gender equality are both vital for the achievement of the internationally agreed development goals, including the 2030 Agenda for Sustainable Development,” the United Nations states. “Over the past 15 years, the global community has made a lot of effort in inspiring and engaging women and girls in science. Yet women and girls continue to be excluded from participating fully in science.” The United Nations General Assembly adopted February 11 as the International Day of Women and Girls in Science as part of its efforts to achieve full and equal access to, and participation in, science for women and girls, and further encourage gender equality and the empowerment of women and girls in related fields. To read more, visit forconstructionpros.com/21271735.

GENDER PAY GAP CONTINUES AMONG TOP U.S. EXECS A new report from Morningstar highlights the ongoing wage disparity between genders among those who reach the highest echelons within U.S. companies. According to the report, women continue to be underrepresented and paid less than their male counterparts in the C-suite of corporate America. Morningstar used companies’ mandatory named executive officer (NEO) pay data disclosures and manually collected officer gender data from more than 2,500 companies across the U.S. to publish new research on the pay and gender-based composition of the highest-level corporate officers over the most recent five years of corporate pay reporting. Key takeaways include: • In the highest ranks of corporate America, men outnumbered women by more than 7 to 1 in 2019. For CEOs, this figure rises to nearly 17. More than half of companies studied did not have a single female named executive officer. • In 2019, the highest paid senior executive women earned 84.6 cents for every dollar earned by their male counterparts – reflecting a differential that has narrowed only slightly since 2015 when it stood at 81.5 cents. • Interestingly, the few women who reach the highest earning rank, that of CEO, have earned a slim premium over their male counterparts since 2017. In 2019, female CEOs earned 103 cents for every dollar earned by male CEOs. • While C-suite executives are by no means underpaid – $2.03 million in pay at the median and $3.46 million on average in 2019 – evidence of enduring disparities at the highest level supports calls for mandatory public disclosure of workforce diversity and pay gap data. According to the report, the imbalance that extends across workplaces costs the economy trillions of dollars in potential growth. “At the organizational level, a growing body of research shows that greater diversity leads to better outcomes at all levels of corporate decision-making and, ultimately, to better corporate financial performance,” it adds.

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JENNY PRODUCTS Compressors Built for Rental Profits

enny has been producing reliable, American-made air compressors since 1927, building them to handle the rigors of rental and to help operators keep making money for the long haul. Jenny’s full line of electric motor piston air compressors have a “UL Listed” designation from Underwriter Laboratories (UL). This means they have been tested and determined to meet UL’s strict requirements, based on their published and nationally recognized Standards for Safety. To maximize compressor longevity and ROI, perform these preventative maintenance tasks: • Tighten all hose, tube, control and gauge connections and mountings. • Check pump oil level and engine oil level on gas-powered units. • Equip with the correct air filter (standard or coalescing) for the application. • Perform thorough weekly and monthly inspections for other potential issues.

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MARKET WATCH STUDY: SURGING CONSTRUCTION ACTIVITIES WILL BOOST SCISSOR LIFT SALES THROUGH 2031 Unlike some other markets, the aerial work platform (AWP) industry is anticipated to grow at a steady pace in the next decade despite the COVID-19 pandemic. Future Market Insights, an ESCOMAR-certified market research and consulting firm, announced that there is a growing shift towards hybrid lift development, which can help rental equipment companies utilize the flexibility and performance of scissor lifts to propel business forward. “In addition to keeping long-term alliances with their key buyers, companies are offering training courses for operators and focusing on expanding their product range by including electric, hybrid, or bi-energy scissor lifts to cater the growing demand for aerial work platforms across the world,” said a lead analyst. A rental investment in the AWP market is anticipated to be a lucrative decision, based on the Scissor Lift Market Report by Future Market Insights, recording a global market value of $4.5 billion by the year of 2031. The scissor lift market will expand at a 3.5% compound annual growth rate (CAGR) with the U.S. accounting for 40% of scissor lift purchases. Furthermore, AWP rental services will account for 80% of all scissor lift sales. Organizations in the rental industry are expected to focus on expanding their network and creating new growth prospects for manufacturers. Analysts foresee minor strain on the demand for scissor lifts due to the pandemic. Countries such as Germany and France will exhibit a high demand in scissor lift equipment that will reflect the increased construction activity in their areas. In addition, Japan and South Korea are anticipated to see a positive increase in sales. On the other hand, manufacturing and supply chain closures globally can have a short-term impact on the consumption of scissor lifts — a situation that will relieve itself in the span of 2021. To read more, visit forconstructionpros.com/21271786.

U.S. CONSTRUCTION BACKLOG AND CONTRACTOR OPTIMISM RISE TO START 2021 DESPITE SHAKY OUTLOOK The pandemic-induced economic slowdown is throwing off conflicting messages to those trying to anticipate what 2021 has in store for construction. Estimated fourth-quarter U.S. GDP growth suggests recovery from the recession may be slowing. But the latest Building Materials report from Moody’s Investors Service projects total U.S. construction spending will grow 3.2% in 2021 and 3.4% in 2022, primarily driven by stable residential and public construction activity, but also dependent on recovery in nonresidential spending. But the Associated Builders and Contractors’ Chief Economist Anirban Basu says, “The near-term outlook for nonresidential construction is not especially optimistic. Investment in structures was up just 3% on an annualized basis during 2020’s final quarter after declining by 33.6% and 17.4% in the year’s second and third quarters.” Nevertheless ABC reported this week that its Construction Backlog Indicator rose for the third month in a row, adding 0.2 months to 7.5 months in the association’s January survey of contractors. Current backlog is 0.9 months lower than it was in January 2020. ABC’s Construction Confidence Index readings for sales and staffing levels increased in January and remain above the threshold of 50, indicating expectations of growth over the next six months. The index reading for profit margins remained below that threshold, slipping to 47.5 in January. “Though nonresidential construction spending has continued to recede for the better part of a year, the growing consensus is that the next six months will be a period of improvement,” says Basu. “While backlog is down substantially from its January 2020 level and profit margins remain under pressure, more than half of contractors expect sales to rise over the next six months and nearly half expect to increase staffing levels. To read more, visit forconstructionpros.com/21271847.

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MARKET WATCH AVERAGE RENTAL REVENUE DECLINED 1.5 PERCENT Y/Y IN Q4, BAIRD/RER SURVEY SAYS According to respondents for the Baird/RER Equipment Rental Survey, average rental revenue declined 1.5 percent year-over-year in the fourth quarter of 2020. This is a modest improvement compared to the third quarter, when respondents showed a 2 percent decline compared to Q3 of 2019. According to the survey, respondents expect a 0.3-percent year-over-year improvement in the first quarter compared to Q1 of 2020 and are optimistic to forecast an overall 4.9-percent increase in 2021 compared to 2020. RER/ Baird says that the first quarter improvement is more than the Baird researchers expected, considering the first quarter of 2020 wasn’t impacted by COVID until the last couple of weeks of March. Many of the survey’s participants expect rental rates to do better in 2021. Average rental rates declined 1.8 percent yearover-year for the full year, and respondents expect a 1.4-percent rate hike in 2021 compared to an average 2-percent drop for the past three quarters. According to the survey, fleet utilization was 63.1 percent in the fourth quarter, a 50-basis-point decline year-over-year. However, demand improved since the second quarter of 2020. On a more generalized level, 39 percent of respondents reported that business was better in the second half of the quarter on a revenue-weighted basis. And the majority of respondents (52 percent) reported fourth quarter activity was better than initial expectations. When it comes to fleet age, 16 percent reported that their rental fleet is younger than it was two or three years ago and 45 percent have a fleet that is similar in age to two or three years ago. Only 39 percent said their fleets were older. For more information, visit forconstructionpros.com/21282918.

NEW ARA FORECAST REFLECTS A MORE POSITIVE OUTLOOK For the first time since the coronavirus pandemic adversely impacted the equipment rental industry last year, the latest ARA forecast calls for more positive growth in 2021 and beyond. The previous forecast, released on Nov. 12, 2020, projected a modest uptick of 0.3 percent in equipment rental revenue in 2021, but the new forecast, released Feb. 16, shows an expectation of more than 1.5 percent growth in 2021 to surpass $50.2 billion. This comes after a difficult 2020, where total industry revenues dipped 11.7 percent to just under $49.5 billion. Construction, which showed an 11 percent decline in 2020, is expected to show a 1 percent drop in 2021 while general tool rental revenue is expected to grow 4 percent. Overall, the ARA forecast calls for accelerated recovery in 2022 with revenues growing 11.3 percent to $55.9 billion, then nearly 5 percent to $58.7 billion in 2023 and another 3.1 percent to $60.5 billion in 2024. “With the government stimulus programs and the rollout of the vaccine, people are beginning to have more confidence. The equipment and event rental industry often recovers from adversity more quickly than the industries it serves, and it looks like this is happening again,” says John McClelland, Ph.D., ARA vice president for government affairs and chief economist. Scott Hazelton, managing director, IHS Markit, the international forecasting firm that compiles data and analysis of the ARA Rentalytics members-only subscriber service, says the new forecast is more positive because economic data from the end of 2020 was better than expected. “From an equipment rental perspective, construction did not slow as much as expected, although we do expect it to remain a drag in 2021. The larger surprise was the performance on manufacturing, which is also a source for equipment rental demand,” Hazelton says. “Meanwhile, while we did see a resurgence of COVID-19 in January, we also had the release of significant quantities of vaccine. While actual vaccination implementation has had some bumps in the road, the fact that it is rolling out is a source of consumer and business confidence. There also are improved prospects for economic stimulus with the election of President Biden and Democrat control of the Congress.” While the forecast reflects the passage of the latest COVID-19 economic relief bill passed in December, Hazelton says it does not incorporate the $1.9 trillion American Rescue Plan being proposed by the Biden administration. “The potential is for 2021 to surprise on the upside,” he says. To read more, flip to page 16 or visit forconstructionpros.com/21283779.

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MARKET WATCH RECENT OPTIMISM SURROUNDING THE COVID-19 VACCINE DRIVES ENGINEERING AND CONSTRUCTION COSTS UP Engineering and Construction costs rose for the second consecutive month in December, according to IHS Markit and the Procurement Executives Group (PEG). After showing falling prices for the past nine months, the materials and equipment portion of the index finally moved into growth territory — reflecting market optimism surrounding COVID-19 vaccine distribution. The materials and equipment subindex reached 63.4, indicative of a broader acknowledgement of higher prices. The sub-contractor portion also rose above 50, to 55.4, indicating respondents are seeing rising costs in this category as well. For the materials and equipment sub-index, nine out of 12 components had rising prices, while respondents reported no price decreases with three categories reporting flat pricing. This was a stark change from last month when seven categories within the materials and equipment sub-index had falling prices and only five had increasing prices. The sub-index for current subcontractor labor costs came in at 55.4 in December. Labor costs were higher across most regions in the U.S. and Canada. The sub-index for Eastern Canada was the sole reporter of flat prices. To read more, visit forconstructionpros.com/21208203.

CORONAVIRUS PANDEMIC ACCELERATES CONSTRUCTION’S OPIOID ADDICTION PROBLEM BY LARRY STEWART

The coronavirus pandemic has been blocking out much of construction’s meager public-health bandwidth while its opioid-addition problem has been accelerating. The Centers for Disease Control and Prevention reports the highest number of drug overdose deaths ever recorded in a 12-month period with the one ended May 2020. The CDC counted synthetic opioids (primarily illicit fentanyl) as the primary driver, increasing 38.4% compared to the previous 12 months. • 37 of 38 U.S. jurisdictions that gather synthetic opioid data reported increases in overdose deaths involving synthetic opioids • 18 of these jurisdictions reported increases greater than 50% • 10 western states reported over a 98% increase in deaths that involved synthetic opioids The high rate of painful musculoskeletal injury in very physical construction work (77% higher than the national average) leads to very common treatment with prescription opioids. Financial pressure on laborers to return to the jobsite increases the incidence of reinjury, which puts workers at high risk of addiction. “If you do simple math, you’re 15 times more likely to die in construction from opioids than all the other hazards from a job site combined,” Bryan Northrop, executive vice president of Skanska USA told Bisnow.com. “That one statistic should really open everyone’s eyes, but you never see it printed anywhere.” National Institute for Occupational Safety and Health analysis of Bureau of Labor Statistics data from 2011 to 2016 measured 43% of drug overdose deaths at work occurring in only three industries – Transportation & Warehousing, Construction, and Healthcare & Social Assistance. “The disruption to daily life due to the COVID-19 pandemic has hit those with substance use disorder hard,” said CDC Director Robert Redfield, M.D. “As we continue the fight to end this pandemic, it’s important to not lose sight of different groups being affected in other ways. We need to take care of people suffering from unintended consequences.” Overdose deaths involving cocaine also increased by 26.5%. These deaths are likely linked to co-use or contamination of cocaine with illicitly manufactured fentanyl or heroin. Overdose deaths involving psychostimulants, such as methamphetamine, increased by 34.8%. More people now die in psychostimulant overdoses than in cocaine overdoses. Again, incidence of abuse of these drugs in construction has proven excessive. In a study by Quest Diagnostics of drugscreening samples from 2015 to 2017, positives for methamphetamine were highest in the construction sector in each year, and increased 15% increase during that period. Construction also ranked highest among industries for cocaine positivity – more than 33% higher the general U.S. workforce. To read more, including ways to fight opioid abuse in construction, visit forconstructionpros.com/21283086.

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aulotte is a leading manufacturer of mobile elevated work platforms (MEWPs) with locations across the globe. With 7 product ranges and 3 telehandler product ranges, Haulotte strives to manufacture products with the customers’ needs in mind. Haulotte recently launched the HS4390 E and HS5390 E electric scissor lifts. These rough terrain scissor lifts are the latest product in Haulotte’s PULSEO line, their new generation of fully electric MEWPs. The HS4390 E and 5390 E scissors feature the same rough terrain capabilities as a diesel machine with no gas emissions and little noise output. Suitable for both indoor and outdoor construction, they can climb slopes up to 45˚ and are also available with non-marking tires. The HS4390 E and 5390 E also feature Haulotte’s exclusive innovations including the ACTIV’ Lighting System, ACTIV’ Shield Bar, ACTIV’ Energy Management, ACTIV’ Screen, and Haulotte Diag tool!

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MANUFACTURER PROFILE Advertisement

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WITH MORE ACCURACY THAN EVER BEFORE Link-Belt® Precision Grade™--featuring Trimble technology—enables operators of all skill levels to increase their productivity by up to 50%. No more under or over excavating! Operators see bucket position relative to the desired grade as they work, helping them achieve greater productivity through more precise and accurate machine operations. Minimal grade staking and checking enhances jobsite safety and efficiency. Choose Link-Belt 2D Machine Guidance (MG) for consistent bucket grade and depth positioning on projects, or Link-Belt 2D Machine Control (MC) for semiautonomous operation, with the operator only controlling the arm.

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Operators at all experience levels achieve improved grading productivity and accuracy with Precision Grade. While a less experienced operator can’t generally handle the machine in the same smooth way as an experienced operator, Precision Grade helps newer operators complete their jobs faster, with greater accuracy and a higherlevel of confidence, saving significant time and money.

The Link-Belt 2D Machine Control (MC) system enables operators to create smooth, flat or sloped surfaces, with less fatigue at the end of the day. User controls the arm and 2D MC controls the boom and bucket to stay on grade. This added precision and control prevents overcut and increases production. Ideal for applications that require the last pass to perfectly match the desired target grade whether it is a flat or sloping surface. Operator remains in full control and can override the semiautomatic function anytime.

Get it Right the First Time with 2D Machine Guidance The 2D Machine Guidance (MG) system eliminates under or over excavating on projects such as trenching for underground utilities, digging footers and basements, site prep, building roads and mass excavation. Simply input the target depth and slope required from the job and the system will provide visual and audible indication to help maintain the desired grade. The 2D MG system utilizes external inertial measurement unit (IMU) sensors to provide highly accurate guidance at a lower cost compared to in-cylinder sensors.

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Contact Your Local Dealer Precision Grade moves materials right the first time. You’ll finish in fewer passes and use less fuel along the way. Contact your LinkBelt Excavators dealer for more information. Not available on all machines.

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FLEET MANAGEMENT //

B y J o h n B o e h m e, s e n i o r p r o d u c t m a n a g e r a t J LG I n d u s t r i e s

How to Choose

THE RIGHT TELEHANDLER

elehandlers are extremely versatile machines to have on jobsites thanks to their ability to complete so many different tasks, like loading (and unloading), picking up, carrying around, moving from place to place, lifting, and placing materials and tools. And their ability to place and retrieve loads at height provides obvious advantages over more traditional construction machines like wheel loaders, skid steers, or vertical mast forklift trucks. This flexibility means that telehandlers are often one of the most highly utilized machines on a jobsite. It also means that the most

for Your Jobsite Needs

With so many different models and size classes of telehandlers to choose from, rental centers need to ask customers questions to determine which model is right for the project.

common challenge with telehandlers, from a user’s perspective, is selecting the right machine for the job to meet project requirements or jobsite needs. Why? Because these machines have one distinct and dynamic feature—the telescopic quality of the model— that must be considered during the selection process. With so many different models and size classes of telehandlers to choose from, rental centers need to ask

customers detailed questions about the work that needs to be completed to make sure they understand how much weight will require lifting and how much reach is needed to place the load. These two criteria are the starting point in selecting the right model. With this information, you can utilize a telehandler’s load capacity chart to determine which model is right for your upcoming project.

Understanding a Telehandler’s Load Capacity Chart Since telehandlers also have the unique potential to extend those materials away from the vehicle with

JLG

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the telescoping boom, it is up to the operator of the machine to assure the material it’s lifting, placing, or carrying is within the rated capability of the unit. Understanding the elements that go into the successful placement of a load are vital to effectively using a telehandler. One of the resources you need to consult before using a telehandler is the machine’s load capacity chart. Every telehandler is equipped with one for each of the different attachments it can support, such as a fork carriage, bucket, or truss boom. The load capacity chart highlights two key elements: A telehandler’s operating range and its operating envelope. ■ The operating range of the

JLG

telehandler reflects minimum and maximum boom angles, as well as fully retracted and extended boom positions. ■ The operating envelope is located relative to the load center position of the attachment being used. To effectively utilize the load

capacity chart, you must initially determine some basic criteria: ■ The weight of the product or material being elevated. ■ Desired height or reach that needs to be achieved. ■ The model’s load capabilities. Once equipped with this information, the load capacity chart

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FLEET MANAGEMENT

JLG

Understanding a Telehandler’s Horsepower Rating

JLG

will provide you with guidance that will allow you to confidently utilize your telehandler. For example, once you have successfully paired the weight and telehandler model, you can use the load chart to assess the load placement or retrieval position. Because boom angles and extensions are an integral part of every load capacity chart, you will use boom angle and extension information to place or retrieve the intended load at the required height and reach. As an example, using the load capacity chart on the top of this page for reference, if you need to place a 5,000-lb. palletized load (with a load center of 24 in.) at a height of 20-ft. and a reach of 10-ft., the rental store would suggest that you opt for utilizing a fork carriage attachment. Knowing this is the attachment you will be using, when you review your telehandler’s load capacity chart, you would determine that the boom angle indicator should read 40 degrees and the boom extension, visible from the side of the boom, will be the black “D” zone to successfully place the load.

Once you’ve consulted a telehandler’s load capacity chart to understand what size machine you’ll need, you’ll have to decide how much horsepower is needed for the application. Today’s telehandler engines are regulated by the U.S. EPA under the Tier 4 guidelines, which are based on the engine power and divided into specific power ranges. For each specific power range, the EPA dictates what can be found in a Tier 4 engine’s exhaust, such as particulate matter, and how much of each type of content, as well as emissions, is permissible. Every Tier 4 final telehandler will come with details about how its different engine options meet the current emission regulations. With the strict engine emission regulations required for Tier 4 compliance, there’s an important breakpoint in the telehandler horsepower ranges to understand—above or below 74 horsepower (55 kW)—when choosing one engine option over another. The advantage of engines below 74 horsepower is that they meet current clean-air standards without diesel exhaust fluid (DEF) aftertreatments. For most rental applications, including general construction, a telehandler

with a 74-horsepower engine will deliver plenty of power for machine operations. The compromise with engines above 74 horsepower is that these machines require the use of DEF. With multiple choices available for each telehandler model, it’s important to work with your rental center or renter to understand the differences between lower and higher horsepower engine options, which will help determine the right engine type for the jobsite. By truly understanding project requirements and a telehandler’s load capacity chart and horsepower rating, rental centers will be able to assist you in selecting, and delivery of, the right telehandler for your job — even when it becomes appropriate to swap out machines, if necessary, as the project progresses.

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These models are available with either Honda or Kohler gas engines and range from 2500 to 3500 PSI. The reinforced powder coated steel tube frame features a center balanced lift hook and the top-fired powder coated heat exchanger produces up to 200° F. For customers with heavy-duty cleaning and sanitizing jobs that involve grease, oil, or tough dirt and stains, this powerful hot water pressure washer with is the best choice Mi-T-M Corporation offers an extensive line of equipment to fulfill all their needs. For more information on Mi-T-M’s pressure washers and industrial equipment visit www.mitm.com or call (800) 553-9053.

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he newly enhanced line of Ditch Witch® stand-on skid steers offers constructiongrade durability and versatility to conquer a variety of complex construction, landscape and irrigation jobs. The SK600, SK800, SK1050 and SK1550 units make up Ditch Witch’s mini stand-on skid steer sect. They are equipped with powerful engines ranging from 24.8-hp to 44-hp, and offer up to 34.5-hp directed to the attachment, depending on the model. The Ditch Witch family of stand-on skid steers also contains the industry’s only full-size stand-on skid steer, the SK3000, which has a 59-hp engine and can direct up to 51-hp to the attachment. As the largest and most powerful unit in the Ditch Witch family of stand-on skid steers, the SK3000 brings greater convenience, maneuverability and 360-degree visibility to a variety of jobsites. Built with power, lift capacity and stability, the SK3000 delivers 5,500 pounds of breakout force to boost uptime and help contractors stay efficient on the job.

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FLEET MANAGEMENT //

by Alexis Brumm

Why you Should Perform Daily To Do’s

ON YOUR TELEHANDLER Creating and following a daily maintenance schedule for your telehandler will help you get the longest life from your investments.

Pre-Operation Inspection A pre-operation inspection is the first step to operating a telehandler safely. This inspection is a visual check performed by the operator before each shift, which allows them to see if there’s anything outwardly wrong with the machine. Here is an example of a pre-operation inspection checklist that Genie recommends for telehandler operators:

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■ Be sure that the operator’s and safety manuals are complete, legible, and in the storage container located inside the operator’s cab. ■ Be sure that all load charts are legible and in Pre-operation inspections and function tests should be place. performed before the telehandler is put in use for the day, every time. ■ Check for hydrauto discover malfunctions and errors lic oil leaks before the machine is ever put into and proper oil level. Add oil if service. Also, a good thing to rememneeded. ber is function tests should always ■ Check for battery fluid leaks and be performed after the operator has proper fluid level. Add distilled already gone through the pre-operation water if needed. inspection. ■ Drain the fuel/water separator. Operator manuals contain specif■ For air-filled tire models, check ic, detailed instructions on what tests for proper tire pressure. need to be performed and how to per■ Check entire machine for cracks form them. Some examples of function in welds or structural comtests include: ponents; dents or damage; or ■ Test the ignition system excessive rust, corrosion, or ■ Test the horn oxidation. ■ Test the backup alarm After completing the inspection, ■ Test the service brake operators should make sure that all ■ Test the joystick controls (raise, the machine’s guards, screens, and lower, extend, retract) compartment covers are in place and ■ Test the steering modes latched. From there, operators can ■ Test the attachment move to the function test. Though pre-operation inspections Function Tests and function tests are both imporFunction tests are a crucial part of safe tant, they only touch the surface of the work practices, as they’re designed maintenance required to keep your

Genie

elehandlers are one of the most productive pieces of equipment in the industry today. Their ability to lift, move, and place a range of materials and tools help them elevate productivity and efficiency on jobsites everywhere. However, just like with any other piece of equipment, maintenance is key. Tasks like checking fluid levels and greasing the machine may seem rudimentary, but the productivity of the machine depends on a solid maintenance program. And while those daily tasks will ultimately help reduce the chance of breakdowns, manufacturer-recommended maintenance tasks that are performed less frequently, but are just as important, shouldn’t be forgotten. While machine hours and age of the machine determine when certain maintenance tasks need to be performed, there are two types of “daily to do’s” that are important for every telehandler: function tests and preoperation inspections.

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Most importantly, Hunn says, Easy Rooter – like all his General equipment – works. “I can’t remember ever having a problem with it – and it’s used for all sorts of drain cleaning jobs!” Hunn calls it “excellent” for unclogging severe stoppages from 3” through 10” lines. The large steel cage carries 100 ft. of 3/4” or 5/8” Flexicore® cable. “Flexicore is another reason why General is so crucial to the success of our drain cleaning rental business,” Hunn says. Heavy-duty wire tightly coiled around 49-strand aircraft-type wire rope, Flexicore offers superior strength, kinking resistance, and flexibility. Flexicore cables carry a one-year warranty against defect or breakage – the industry’s best. “We prefer General to other brands,” Hunn concludes. “Our customers are satisfied, and so are we!”

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FLEET MANAGEMENT telehandler running smoothly. There are other things to consider, such as annual checks, seasonal maintenance depending on climate, and rental-specific trends. I spoke with Joshua Taylor, product manager at Genie, to learn more.

Other items to inspect and repair or replace as-needed include: ■ Look at the battery. Are the connections tight and corrosion-free? ■ Inspect electrical wiring ■ Check on the boom wear pads ■ Look for any loose nuts and bolts on the exhaust system ■ Inspect the tires, wheels, and lug nut torque ■ Check the fork level and auxiliary hydraulic hoses tension ■ Make sure the fuel and hydraulic tank cap venting system is working properly

intervals, will go a long way in preventing potential problems. Other examples include lubricating the boom, engine and transmission maintenance, and axle maintenance.

R: What about seasonal maintenance? Are there special seasonal R: Are there different mainchecks/maintenance tests that should tenance items for daily, weekly, be performed depending on weather monthly, and/or yearly inspections conditions? for telehandlers? If so, what are they? JT: Seasonal maintenance may be JT: Pre-operation inspections and required in some climates. In cold clifunction tests should be performed mates, fuel filters should be changed before the telehandler is put in use prior to the start of the cold season and for the day, every time. Daily mainthe fuel may be switched to a winter tenance tasks will depend on blend. Cold weather can cause what is identified during the waxing of diesel fuel inside the pre-op inspection, which usualfilters, which can restrict fuel ly includes things like fluid levels flow and make starting difand greasing. ficult. A new filter is often a Machine hours will deterquick and inexpensive fix. mine when certain maintenance In extreme cold clitasks need to be performed, mates, it may be advantageous while others will need to be to change other fluids like done according to the age of the hydraulic oil or coolant to a machine. Genie divides its teleseason-specific blend. In hot handler schedule into three climates, grease can degrade subsections: commissioning, more quickly and UV expoquarterly/annually, and prosure can embrittle hydraulic Simple tasks, like changing the engine oil and fuel filters grammed maintenance. hoses, so inspection and mainat the proper intervals, will go a long way in preventing potential problems. Commissioning tasks are a tenance of those items also series of required, one-time mainbecomes critical. tenance procedures that need to be ■ Visually inspect the hydraulic oil performed at the 50- and 150-hour ■ Make sure the engine air filter is R: Are there specific things that intervals. These items are outlined in clean rental business owners should pay the machine’s maintenance manual, but ■ Lubricate the driveshaft attention to or consider when it include things like replacing hydraulic ■ Inspect and lubricate the comes to maintenance of their telefilters, tightening belt tension, checking sequencing chains (only on cerhandlers? Are there specific notes hose clamps, replacing engine oil, axle tain models) that would be important for them to differential oil, and axle planetary drive Annually, all the items on the quarpass on to their customers? oil — all on an as-needed basis. terly list should be performed. In JT: There is an old saying, “An Quarterly maintenance procedures addition, replace the hydraulic tank ounce of prevention is worth a pound need to be done every three months. return filter element. A dirty or clogged of cure.” This is certainly true of equipIt also is recommended to check for filter will cause the machine to perform ment. Keeping a maintenance schedule, manufacturer safety bulletins once a poorly and could lead to component performing regular inspections, and quarter. For Genie telehandlers, owners damage. Also, replace the cab air intake intervening early when an issue is discan enter the machine’s serial number filter element if equipped. covered are all critical to maintaining a at go.genielift.com and then comProgrammed procedures need to be low cost of ownership and preventing plete maintenance according to any done based on the machine’s operating larger problems down the road. open bulletins that are essential to safe hours. Simple tasks, like changing the To read the rest of the article, visit machine operation. engine oil and fuel filters at the proper forconstructionpros.com/21283172.

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MANUFACTURER PROFILE Advertisement

RIGHT-SIZED OPTIONS

hether you’re looking for the essential performance of the Genie® S®-60 J telescopic boom for everyday workat-height tasks, the ultimate features of the heavy-lifting Genie Xtra Capacity™ (XC™) booms, or the versatility of Genie hybrid booms, we’ve got your jobsite needs covered! Learn more at www.genielift.com/j-series

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MANUFACTURER PROFILE Advertisement

IT’S BACK:

KATO CL35 COMPACT TRACK LOADER

ong-time favorite of rental stores and contractors alike, the newly redeveloped KATO CL35 has finally returned. Interest in the machine has continued to be a topic of conversation, according to Bart DeHaven, KATO National Sales Manager. DeHaven said, “We hated to see it go away for a couple of years. A lot of our customers hated to see it go as well. Probably the most asked question on the ARA show floor is: ‘When is the CL35 coming back?’ We really took our time and made some of the most requested changes to the design. We’ve got a machine that we are really happy with, and we are excited to finally be able to bring it to market.” Long one of the most popular machines in the KATO (formerly IHI) line, the CL35 is a powerhouse of a track loader, coming in at about 7,800 lbs. operating weight. The highly maneuverable and versatile machine sits on an 11.5’ x 5.5’ footprint, with 5.6 psi of ground pressure. The CL35’s continuous auxiliary hydraulics flow at a rate of 17 gpm. The easily trailered machine and ease of maintenance makes the CL35 a great investment for a rental fleet. Additionally, simple and easy to use pilot controls and a comfortable operator space (available in open canopy or a fully enclosed cabin) makes the KATO CL35 often requested among contractors. The KATO CL35 is available now. For more information or to order your unit, contact KATO-Compact Excavator Sales.

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HERE FOR ANY JOB. ANYTIME. Starting with the highest quality of equipment, KATO’s CL35 is built to handle the toughest projects and the most rugged terrain. KATO’s versatile CL35 Compact Track Loader, meets the needs of any job-site. The CL35 features an operating weight of 7,800 lbs. and is easily trailered to your next jobsite. The CL35 also features a comfortable cabin and responsive pilot controls for a superior operator experience. Additionally, KATO’s US-based distributor, Compact Excavator Sales, is a family-owned business that puts customers first. Knowledgeable product experts are always standing by to assist with any service or maintenance issues that arise and our streamlined parts distribution minimizes downtime, keeping projects on schedule. Call today to find out how KATO’s superior service can help you achieve your goals.

COMPACT EXCAVATOR SALES, LLC

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RENTAL PERSPECTIVES //

By Alexis Brumm

Mary Long - stock.adobe.com

It’s Time to Get More

WOMEN IN RENTAL We need to acknowledge the role women have (and could have) in the construction and rental industries, while finding new ways to get the next generation involved – and breaking more glass ceilings.

s an industry that is desperate for qualified, skilled workers, the construction industry (and therefore the rental equipment industry) has forgotten to include women at the proverbial table of opportunity and inclusion. According to the U.S. Bureau of Labor Statistics’ labor force statistics, of all the people employed in the construction industry, only 10.3 percent of them are women. Taking into account that women make up almost 47 percent of all employed individuals over the age of 16, that means the industry is only benefiting from 1.25 percent of women in the entire workforce. In a 2018 study by Randstad called “Women in Construction: The Race to Gender Equality,” Owen Goodhead, managing director of Randstad said, “At a time when equality and diversity is making leaps forward, construction is still playing catch up in some areas. Companies need to band together to build an environment that nurtures and rewards successful, hard-working women to move up the career ladder.”

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There could be several explanations that play into the lack of women in the industry: unconscious gender bias, company culture, perception, lack of role models, pay equality, and lack of education and job opportunities presented in schools. Regardless of these factors, there has been some progress. According to a study done by BigRentz, women are still largely underrepresented; however, they are making progress as leaders in the industry. “A substantial portion of women executives and construction managers entered those roles in the last five years, suggesting that companies are more recently promoting women to leadership roles,” BigRentz says. This progress is important, but there is so much more work to be done. To gain some perspective, I spoke with some key women in the rental industry about their experiences being a woman, as well as owning a woman-owned business, in this maledominated industry: Mary Crosslin, co-president/COO of Alert Rental,

Kara Longmire, co-president/CEO of Alert Rental, and Beth Hoff Blackmer, president of Aspen Rent-All, current president of the ARA, and chair of the ARA’s Women in Rental committee. Rental: Here’s a very simple-sounding question that isn’t as easy as one might think. What’s it like being a woman in this industry? Beth: I was raised to believe I could do anything I put my heart into, so when I got into the ski industry a few years after college, I was shocked to hear the words, “Women don’t do that,” about selling skis and other hard goods. I spent my 10 years in that industry trying to make a change there and never succeeded. In 1999 when I joined this industry, again I thought, “No problem!” until I walked into booths at the ARA Show and the vendors would only

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address my male staff! Thankfully over the years, it has improved, but it still exists. Kara: Actually, this is a fantastic industry to be female. There are an increasingly large number of women-owned and -managed companies, and with the Women in Rental group that ARA created a few years ago, along with other Facebook groups, it’s an industry in which women support and encourage each other. It’s been rewarding to grow as a woman in rental alongside so many of our women clients—they’ve either risen through management as we have, or they’re second or third generation owner/managers. Mary: Being women-owned as a software company is unusual it itself, but we exclusively serve the rental industry, which is still largely maledominated. But with that being said, the rental industry is great about supporting, encouraging, and educating all its members. While I have seen changes in gender norms over the past 20+ years, our previous owners promoted us, encouraged us, and ultimately trusted us to buy their company and carry on their legacy. And our clients trusted us to grow the company to meet their changing needs—I’m not sure gender came into it. R: What’s it like being a womanowned business? Beth: Being a woman-owned business is an honor and something I am extremely proud of. During the recession, when I was told to get my DBE

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(disadvantaged business entity), I struggled with the word disadvantaged. But then I realized it exists for a reason, so you might as well get certified and see where it takes you. Really though, I feel like I am the same as any other owner. Kara: You know, I think for the most part, we are like many of our clients, just so focused on the day-to-day challenges of running a business that it doesn’t occur to us to think about the differences of being women-owned. But then, occasionally, something does remind us that people have made certain assumptions or underestimated us, and while it can be frustrating or irritating, I also think, “Okay, we’ll show you!” Mary: I have to agree. It’s a little like playing competitive volleyball. When guys on the net in a co-ed game would yell, “No hitter,” that just made me smile. As the meme says, “Go ahead— underestimate me! That will be fun.” R: What’s the biggest challenge you’ve faced? Beth: As I stated, it is amazing to me that men assume I don’t know what I am talking about or that I wouldn’t be the primary decision-maker when working with a vendor. Kara: I would have to say the most recent one seems like the biggest right now, and it’s certainly the one that has made me the angriest. While Alert Rental is 100% woman-owned and is certified as a women-owned small business (WOSB), another company that Mary and I started was denied certification last month, essentially because we don’t devote the majority of our time to it. This just reinforces the inequity that exists when women try to get new endeavors off the ground.

R: On the opposite hand, what are the biggest positives? Beth: I love the people in this industry, and how open they are to sharing ideas and helping each other. I have had no challenges with other rental store owners or their employees. Mary: We know that our E.Q. is one of our biggest advantages, so we flaunt it! It impacts how we communicate and connect with our clients, our staff, and the world at large. We have a long tradition at Alert of being technology partners to our clients, not just vendors, but in the past few years, we have been able to find our own voice for the company. And in doing so, we can present ourselves as the hardworking, client-focused, geeky, dog-loving people we are. Since buying the business four years ago, we have focused on HR changes to make working at Alert even better; we’ve created a new website and changed our advertising to better reflect our culture; and have chosen to invest even more in our support of the rental industry. R: Beth, you’re the chair of the ARA’s “Women in Rental” committee! Tell me more about that. Beth: A few years ago, Rachel O’Brien, president of J & F Reddy Rents in St. Louis Park, Minnesota, and I talked about forming a group that would represent all of the women in our industry. Thankfully, ARA agreed and jumped in to help us get the committee off the ground. The ARA Women in Rental group provides networking, mentorship, and educational opportunities with the goal of increasing volunteerism from women on a local, regional, and national level. You don’t want to miss the rest of this article. Find it at forconstructionpros.com/21295223.

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VALUE TESTIMONIAL MANUFACTURER PROFILE Advertisement

TAKEUCHI’S TB240 HEADLINE HERE COMPACT EXCAVATOR:

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dem experaerit querental con redealers cus quipment dolestistoand blaboremquam repe officiet their customers need vidiore mporeius. machines that are durable, Ex et versatile, alique porernati toand powerful dolectoreped esendae doluptis dita easy to use – and Takeuchi’s TB240 debisti onsequatur se nit verernatqui compact excavator delivers. As one of officipsam most es as isquasperor Takeuchi’s popular conventional min nobitios autthe quamet illores tail swing units, TB240 can easily truptatatiae volorep taquunt handle some of the most demanding ionemporio bea dolorec ustrum applications, making it incredibly eos ad modit estempor audae. Icae useful on a wide range of job sites. quatiis out sit voles etbenefits, eum quistenisto Check all the and voluptam, core pedis ihiciis you’ll quickly see thatvenimin the TB240 is a am arupta conserum quibus, te occae machine with the power to enhance re porro quatusbottom iur ant venitatur? your business’s line. Quidus event, sam, qui re estintiust, nus di debit+aliaectiatio doloribus Strength con conet recaectem. Nequis dellent Durability officiumquae With an sed mos volore, ipsae et ped quunt, aut es ma poratum operating weight veruptio odis aceatum ea quam et of 8,570 lbs., andelique venit molorer fersperio. the TB240 Nam eum sinctota quidigendae features all-steel perempossin construction reicae acesciam inulla que estio to blaut placeaqui quat and vel a rounded esequid que repti dolo venimpe body forquo improved estistio. Pidenem functionality and eium vellabore escipiet, sectatibus volorporat visibility,quam enhancing ex estrum expere labore quia operator safety and dusandi adit, cone porest productivity. Featuring anlaborpo rectiamusam re, quia deliquibus impressive bucket breakout force audiciet volupturarm re, of 9,959 voluptatium lbs. and a maximum sequisserera as sa ipiendipid ut digging force of 4,110 lbs., the et recturi Uptatusae TB240’statur? reinforced boomomnimus offers eos re cone voluptatus, ut ra nectemolor improved strength and durability for susciamet invelig nistis fewer breakdowns. The sinciatquo excavator’s berissus etur as modigenis acepele ground-level panoramic serviceability ndusdae pratem qui ut que and convenient rear engine nessequas access re, et quat. make maintenance fast and easy, Il eatusdae veliciisoffdolest volupta getting the machine the lot and taturio ratibus aut ulpa quis autatas back out in the field. doloren daepelition eventur estion

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meturendunt.

Versatility + Productivity The TB240’s advanced multi-function display and precision pilot controls make it a machine that’s easy for both experienced and novice operators to master. The excavator’s Tier-4-Final, 35.8-hp engine features three working modes, ECO, Standard and High Altitude, allowing operators to choose the mode best suited to their applications. Two-way auxiliary hydraulics allow for multiple attachment options and further enhance the TB240’s versatility and productivity.

Takeuchi Fleet Management The TB240 compact excavator comes standard with Takeuchi Fleet Management (TFM) for two years at no additional cost. TFM provides valuable information about the machine’s health, run time and location, helping rental dealers control costs, reduce inefficient downtime, perform remote diagnostics and schedule maintenance. Contact your local Takeuchi dealer today and learn more about the difference the TB240 can make for you and your customers.

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From World First to World Leader

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3/2/21 1:53 PM

RENTAL PERSPECTIVES //

By Alexis Brumm

Vizinex RFID President

Shares Advice for Women, Young People

izinex RFID was started in 2012 to provide radio frequency identification solutions to businesses and governments overcoming problems associated with tracking, security, and authentication. The company is staffed with experienced and proven leaders in manufacturing, quality, and product development. One such leader is Sandra Garby, who is the co-founder, president, and vice president of operations for Vizinex RFID. She’s responsible for the manufacturing operations, materials management, and quality, and under her direction, the company has implemented process improvements and automation, which doubled manufacturing capacity in the last year. For the past 18 years, she’s been involved in the development and production of RFID tags. But despite her successes and overall prowess, Garby is still part of an underutilized and underrepresented demographic in the manufacturing workforce: women. According to Fortune, however, this year marked a record number of women CEOs on the Fortune 500 list with 38. That number though underscores the slow pace of change at the highest levels of

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business. In fact, women have only been on the Fortune 500 CEO list for 48 years. To learn more about her experience as a female president in a maledominated industry, Rental sat down with Garby, while also asking her advice for young people that want to follow in her footsteps. Rental: You are the president and VP of operations for Vizinex RFID. How did you get to where you are today? I gave a talk recently to engineering students at my alma mater, Alfred University. I titled it, “The Accidental Entrepreneur,” as that pretty much describes my journey. After graduating with a degree in Ceramic Engineering, I started my career as a technical service engineer at Heraeus Inc., developing thick film materials for the hybrid microelectronics industry and working with customers to approve new products and troubleshoot problems. My plans of moving up through the engineering ranks took a detour as I became interested in the business management of the

company—why decisions were made about projects and customers to pursue (or not), which investments to make, etc. So, I enrolled in an MBA course and eventually took a job with Engelhard Corporation. After nine years there, I was laid off as part of the company’s downsizing. As I considered what to do next, I was approached by Bob Oberle (one of my current business partners and CTO at Vizinex) to help bring a flexible circuit technology he developed at Engelhard to market. We started RCD Technology, and I became an entrepreneur. RCD struggled to bring the flexible circuit technology to market and gain market share. Ultimately, we had to shut down operations in 2012. The management team believed that the hard asset tag line, which was a small portion of RCD’s business, held promise, so they purchased the assets associated with that product line and started Vizinex RFID.

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What is it like being a woman in a more male-dominated field? I always get this question, and to be honest, I don’t really give it much thought. Running the day-to-day operations of the company, the only thing that matters is that we stay on track to deliver to the expectations of our customers. I find that if you’re responsive, communicative, and confident in what you are doing, there isn’t an issue. Have you encountered any challenges in that regard? There are only two that I recall–both early in my professional career when I was with Heraeus. We had a sales office in Japan, and they requested

technical service support, specifically for the product line I handled. My boss was advised not to send me as it was unlikely that customers would accept a female as a technical expert. While I was somewhat disappointed, I also realized that this was a cultural thing and didn’t let it affect how I viewed my abilities. I ended up getting the West Coast as my primary territory after that, so in the end, I thought I got the better end of that deal! The other incident occurred at a tradeshow. You have to remember that this was in the late ‘80s. I was in my early 20s and microelectronics was a very male dominated industry. There was a bit of a confrontation at our hospitality suite in which I had to set

an individual straight about my role with the company. What is your advice for other young people who would like to consider a career path in these fields? My advice to young men or women starting their careers is mostly the same: ■ Find a mentor. My first boss was great – he challenged and supported me in my growth, even when I moved on from the company. ■ Set goals, but be open to new opportunities... To read the rest of this article, visit forconstructionpros. com/21200805.

Big or small, every part makes a difference. www.tvh.com

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SURFACE/SITE PREP //

By Herc Rentals

Restoring Floors Starts with

RENTING THE RIGHT EQUIPMENT

■ Make sure to countersink all flooring nails. Protruding nail heads will rip the sanding belt or possibly gouge the sanding drum. Now that your workspace is prepped, it’s time to measure the floor. By knowing the square footage, it’ll make it easier for an equipment rental company to help you select the right equipment and accessories like sanding belts, discs, and more.

Preparing the Floor

Sanding and Edging

Before renting any floor restoration equipment, the first thing to do is prep. This includes removing furniture, covering doorways, air grills, and turning off your HVAC system to keep dust confined to your work zone. Then remove any curtains, blinds, and pictures hanging on walls. Other tips include: ■ Remove any doors. It’ll be easier to sand, edge, buff, or burnish if all impediments to your work are done first. ■ Nail down loose boards with finish nails.

Floor sanding is the process of removing the top surface of a wood floor with an abrasive material-like sandpaper. Floor materials that can be sanded include wood, cork, particleboard, and sometimes parquet. Even before you rent a sander or an edger (used to sand the edges of a room as well as more confined areas like a hallway), you need to find out if your floor is solid or engineered hardwood. While some engineered floors can be sanded and refinished, many cannot. Making a mistake here could be costly. Now, you’re ready to find the sander. There are three main types of sanders used for refinishing a wood floor. They are: ■ Buffer sanders: Work in a circular motion, and are often used to polish and clean Herc Rentals website

estoring floors is a multi-step process that can be extremely labor-intensive if you don’t have the right equipment. Whether you’re just beginning a floor restoration project or about to put the finishing touches on one, equipment like sanders, shot blasters, buffers, and burnishers can not only speed up your project, but deliver next-level results as well.

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floors in a commercial or industrial space. ■ Square vibrating sanders: The easiest, yet most labor-intensive sander to use. Recommended for small, confined areas only. ■ Drum sanders: The most efficient, but require a bit of practice before use. Whatever sander you ultimately choose for your job, the key thing to remember is to keep the sander moving. The last thing you want on your hardwood floor is a gully, which is a groove resulting from the sander penetrating the wood too deep. Edgers, just like a drum sander, must be handled with care to avoid damaging the floor. These machines are powerful and, if you’re not matched up with the right sander and grit, could burrow into the floor and potentially ruin your project. When renting a sander and edger, experts at the rental company will make sure the power and grit are matched to your specific application– and they’ll also provide instruction.

Shot Blasting Shot blasters, like buffers, are used to remove dirt, grime, and other contaminants from a concrete floor prior to adding coatings or overlays. But unlike buffers, shot blasters produce a rough texture, allowing... To read the full article, visit forconstructionpros.com/21271261.

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MANUFACTURER PROFILE Advertisement

TOUGH ON ROUGH TERRAIN Snorkel’s line of compact rough terrain scissor lifts offers reliable performance and a long working life on all terrains. The Snorkel ultra-compact S2255RT and S2755RT deliver excellent offroad performance from narrow dimensions while the durable S2270RT, S3370RT and S3970RT take on heavy-duty loads on all terrains. Designed small to fit confined spaces, the S2255RT and S2755RT boast an overall width of only 4 ft. 9 in. (1.4m). Maneuvering tight areas with the same performance as a standard width rough terrain makes this scissor lift a versatile machine on any jobsite. The dieselpowered duo can also climb gradients up to 35% with outriggers that can level the machine up to 6° front to rear, and 10° side to side. The S2255RT offers a working height up to 27 ft. 10 in. (8.5m) and www.ForConstructionPros.com/RENTAL

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maximum lift capacity up to 925 lbs. (420kg), and the S2755RT has a working height up to 33 ft. 1 in. (10.1m) with a maximum lift capacity up to 660 lbs. (300kg). Both units feature robust 4-wheel drive and optional bi-energy. Heavy tasks have never been easier with the Snorkel S2270RT, S3370RT and S3970RT. Popular among contractors and rental companies worldwide, the line offers large platform working areas and high lifting capacities. Equipped with powerful 4-wheel drive, these scissor lifts have superb terrain capabilities for outdoor work. The S2770RT can lift a maximum of 1,250 lbs. (580kg) up to 33 ft. (10.1m) in working height; the S3370RT has a maximum lift capacity of 1,000 lbs. (450kg) and can reach up to 39 ft. (12.0m) in working height; and the S3970RT features a maximum lift capacity of 771 lbs. (350kg) with 45 ft. (13.8m) maximum working height. The full line of compact rough terrain scissor lifts feature roll-out deck extensions, proportional controls and outriggers as standard.

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For more information, visit snorkellifts.com MARCH 2021

3/2/21 1:48 PM

BUSINESS & FLEET MANAGEMENT

By Garry Bartecki

How

RENTAL COMPANIES Can Protect Their ROI in 2021

Protecting your ROI protects earnings and cash flow. The steps required to reach this goal are nothing more than accounting adjustments that cost practically nothing.

n prepping for a webinar for a regional ARA group, I came across a survey of approximately 1,300 general contractors where 88 percent reported projects had been cancelled or delayed in 2020 and into 2021. Further, the survey noted that 59 percent had projects postponed until 2021, another 44 percent had projects cancelled in 2020 and had not been rescheduled, and 18 percent had jobs scheduled to start in Q1 and Q2 2021, which have now been postponed. Right now, we’re in the midst of unpleasant times, with little hope of getting back to pre-pandemic levels until 2022. A percentage of contractors will keep busy, but many will be looking for work to cover fixed costs. As you can expect, the bidding will be fierce, which means bids from subs and vendors including rental companies will need to follow suit. My webinar focused on how to protect your ROI during this period, which in turn, protects earnings

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and cash flow. The steps required to reach this goal are nothing more than accounting adjustments that cost practically nothing. In addition, I discussed fleet, rate, and personnel adjustments, and additional marketing and sales efforts. But in the end, every topic in the webinar aimed to improve ROI on units, models, fleets, and equity. Let us list areas of concern regarding 2021. ■ Slow start seen by construction industry. ■ More competition. ■ Equipment values depressed. ■ Banks getting nervous. Not only is there more competition among rental companies, but equipment dealers are also increasing their rent-to-rent activities and will continue to do so. And, let’s face it, dealers have a good opportunity to make it a “onestop shopping deal” if they want to by re-renting what they do not own. Even equipment sales, both new and used, are sure to take a hit. Equipment values you find on

appraisals completed after March could be 20- to 25-percent less than they were three months before. New equipment sales will need pandemic pricing as well since many OEMs have excess units on hand. In the end, whatever you budgeted for equipment sales, margins will need another review if they’re part of your “cash flow” plan. So here we are, a rental company in the middle of all this industry madness, highly leveraged with a bank using your fleet as collateral to cover their loans. That being the case, it is likely that their coverage ratio is getting out of sync because of pandemic appraisal numbers. I suspect many of you have had this conversation recently, but if you haven’t, expect that phone call very soon. Truthfully, it looks like rental companies will find themselves in the same boat with their contractor brothers. That means lots of problems, but little time to reverse the outcome. With such little time to work with, what can rental companies do to shore up their ROI? First on my list is clean up the balance sheet: ■ Do not over-depreciate your rental fleet. Book value should approximate appraisal OLV numbers. Rouse studies I have complied suggest about 10 percent a year. I use that percentage and stop at 30 percent of original cost. If you use higher rates, you undervalue the fleet and decrease your bottom line as well as your equity value. ■ Rental companies should use unclassified balance sheets, meaning no current assets or liabilities. If your balance sheet contains the “current” items, get rid of it because it produces a working capital balance that is sure to upset a bank examiner.

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■ As far as the fleet is concerned, I would buy “refurb” units if you can get them. I would also refurb units to sell. Another adjustment to consider are capital repairs. If the repair adds to the useful life, you can capitalize the cost and depreciate over four years. How about the income statement? ■ Expect a rate war. Your sales personnel need the authority to pull the trigger on a rental rate to close the deal. Any delay could cause loss of the opportunity. Of course, their pay plan should be adjusted to more of a “volume” commission as opposed to a rate-driven program. ■ Get the income statement into “normalized” status, using a proforma statement to normalize the statement to back out personal and onetime expenses. In other words, these are the adjustments you would make if you were showcasing the company for sale. ■ Use a gap analysis to measure TU, $U, rates in play, and all departmental expenses. Compare your results and expected spend against ARA and other industry stats. ■ Join your local Rouse Analytics group to compare your results against your direct competition. ■ Hire young talent. In most cases, their technical ability will allow you to adjust head count. ■ Figure out a way to differentiate yourself from the competition and get the word out. There are some very cost-effective marketing programs available that can have your “word” out in a couple of weeks. ■ Get control of your techs and drivers. ■ Get a coach if you need help getting through this program. Almost 100 percent of what is discussed above is a practical way to deal with a potentially bad year, and most will increase both your fleet TU and $U, and hold off the bank if they see you managing your business to maximize profits and cash flow. They may even allow you to refinance your debt with better terms than you currently have. All in all, this is not a year to sit on your hands waiting for the phone to ring because when it does, it might be the bank. Garry Bartecki is the managing member of GB Financial Services LLP and a consultant to the Associated Equipment Distributors. He has a new website: DealerRentalSuccess.com. He can be reached at (708) 347-9109 or gbartecki@comcast. net.

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BUSINESS & FLEET MANAGEMENT //

By Ben Preston

PART 3:

THE ULTIMATE GUIDE TO RENTAL MARKETING

WRITING CONTENT FOR GOOGLE Goodpics - stock.adobe.com

In the second part of this guide, we covered marketing your equipment rental company and content creation. In this last section, we’ll talk about how to create content that ranks on Google.

his article is the third in a three-part series. For part 1, check out the OctoberNovember 2020 issue of Rental. and for part 2, check out the January/February 2021 issue.

How to Create Content that Ranks on Google

Here is a breakdown of the primary factors that go into Google’s assessment of your content quality and experience.

Content Depth The depth of your content is determined by a few things. First, it’s been

found that longer posts have a higher probability of ranking in the top three than shorter posts, and that the sweet spot for a long-form article is around 2,000 words. A long post does not mean it’s higher quality though. Google looks at how comprehensive the piece

There are over 4 million blogs posted every single day. So, how do you write content that Google considers worthy of a top spot?

1. Content Quality: Become the Expert

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Backlinko

Google’s latest updates have put an emphasis on E.A.T. (Expertise, Authoritativeness, and Trustworthiness). E.A.T. is what Google looks at as its measure of quality. Content quality includes both the material of the content and the experience that readers have with the content.

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of content is. So, the more you cover about a single topic, the higher likelihood you have of ranking.

Content Uniqueness Content has to be unique in order for it to rank. Google has become very good at detecting duplicate content. You may be surprised by their definition of duplicate content: ■ Copied content: Any completely copy and pasted content will be de-indexed. ■ URL variations: URL variations of a single URL is considered duplicate, which you see often times with product pages i.e. equipment.com/scissor-lifts is a duplicate of equipment.com/scissor-lifts?gs1930 if the content is largely the same. ■ Multiple versions: If you have two versions of your site for www.equipmentcompany.com and equipmentcompany.com, you have essentially duplicated your whole website. ■ Boilerplate text: Any boilerplate text that you have copied on several pages is considered duplicate. ■ Thin content: Thin content, or pages with very little content, is often considered duplicate content. ■ Careful with syndicated content: Be careful syndicating your content on other sites. As long as your content is originally posted on your own web property and the syndicated content has a link back to your original article, you will be considered the original author. ■ Duplicate meta content: Meta titles and descriptions are the text that sits in the HTML behind the page to steer Google in the right

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direction as to what your page is about. Duplicate meta titles and descriptions will trigger a duplicate content warning, and you will risk a hit to your ranking.

Content Freshness Google has had several patents for quantifying a content freshness score, which is a leading indicator of their efforts towards measuring content freshness. The fresher the content, generally the higher the ranking. Freshness is based on: ■ Creation date: The date that the content was published. ■ Changes: The number of changes to the site, the amount of change, the recentness of those changes, and how important the change is all play into content freshness. ■ New Pages: The number of new pages added to a site over time, such as adding a new post to your blog, plays a factor. ■ Engagement: Interaction from your audience, i.e. the number of comments, signal content quality and freshness.

Content Readability The reader’s experience with your content is an important aspect of your content’s quality. Content is considered more readable when it contains: ■ Bulleted and numbered lists, i.e. 11 Reasons Why the Construction Industry Needs Ecommerce. ■ Images and multimedia – Take pictures of your jobsites and with customers to have a library to pull from. ■ Proper grammar and spelling ■ Proper spacing – No more fiveparagraph essays! ■ A table of contents Google often rewards content that

uses lists, images, and tables of content with featured snippets on their search results page.

2. Content Relevance: Own the Topic Google’s priority is to surface the highest quality content that is also the most relevant resource for any given keyword. You can help steer Google in the right direction in determining what topic is most relevant for your content with the following optimizations.

Keyword Density Keyword density is in reference to the number of places your target keyword appears in your content. It is NOT strictly in reference to the number of times your target keyword appears. Google got wise to tricks, such as keyword stuffing, that injected the target keyword countless times behind the scenes to trick Google into thinking the content was rich with the target keyword. There are a number of places where you want your target keyword to appear: ■ Your title and title tag ■ In your header and H1 tags ■ In the first 100 characters of your content ■ Throughout the body of the content ■ Semantically related keywords should be throughout ■ In the URL for your content ■ In the meta title and description

Dwell Time vs. Bounce Rate Dwell time is a measure of how long someone spends on your page on average before leaving it. Bounce rate is the percent of people that come to your page and leave it without clicking to other pages. A common misconception is that a high bounce rate is always bad; however, a high bounce rate is only bad

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BUSINESS & FLEET MANAGEMENT when coupled with a short dwell time. A high-quality article, for instance, will likely have a high bounce rate but a long dwell time because the reader Googled for a topic, found your article, stayed long enough to read it, and left without clicking elsewhere. Therefore, the combination of the two are important to look at, and dwell time ultimately wins when it comes to content relevance. There are several factors that can lead to a low dwell time and high bounce rate: ■ Your content is written about an irrelevant topic to the keyword you ranked for.

3. Content Linking: Build Authority One of the most important SEO concepts is building your domain authority through content linking. In general, the more your piece of content is linked to both internally and externally, the more it signals to Google that your piece of content is high quality and the higher all of your pages will rank. A rising (domain authority) tide will lift all (content) boats. The types of links that help signal to Google that your content is worthy of a number one ranking are as follows.

Backlinko

■ Your site speed is slow, causing the reader to lose patience and leave. ■ The user experience of your content is poor, causing the reader to have a bad first impression and bounce. ■ Your content is low quality. ■ Pogosticking, or when the customer frequently clicks your result, backs out to the search results page, and clicks to the next result down. This signals to Google that your content is not as beneficial as the content ranked below yours.

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Backlinks A backlink refers to an instance where a third-party site uses your piece of content as a reference and links to your piece of page. Backlinks are SEO gold, but not all backlinks are created equal: ■ High-authority backlinks: The higher the domain authority of the referring website, the greater the impact that backlink will have on your ranking. The more high-authority backlinks from sites like ForConstructionPros. com, the better. ■ Keyword in anchor text: Anchor

text is the word or phrase that is hyperlinked to your content. If the anchor text contains the keyword that your content is targeting, then that backlink carries more weight than irrelevant anchor text. For example, if I had an amazing piece of content on boom lifts, but the website linking to my site is using the anchor text peanut butter and jelly, it will be a less valuable backlink. ■ Links from PR: Content about your company on high-authority news sites or industry publications are a great way to earn high-quality backlinks. ■ Directory links: There are multiple ways to quickly get backlinks through paid services, directories, and listing sites. Although these help, they are lower quality backlinks and not weighed as heavily. ■ Guest contributions: Contributing content to other publications as a guest contributor is a great way to earn backlinks. ■ Nofollow vs. Dofollow: Nofollow and dofollow are tags in the HTML of the page that tell Google whether to ignore the link or not. If you earn a backlink, be sure it does not have a nofollow tag, otherwise it will not count towards your ranking. There is no better way to accumulate high-authority backlinks than to consistently write high-quality, relevant content that is 10 times better than anything else on the internet.

Internal Links This is where your content web comes into play. Although not as powerful as backlinks from third-party sites, internal links to and from your own content on your website help build your domain authority. Your internal linking structure should mimic your content web in a way, with your most

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MANUFACTURER PROFILE Advertisement

SKYJACK’S NEW SJ20: HIGHER FOR LONGER

Skyjack built on the success of its unique vertical mast range and has introduced the all new SJ20. With a 20ft platform height, full electric drive, and an optional wind rating, the SJ20 offers a compelling ROI for rental companies. The SJ20 lift features proportional lift and drive controls with full electric drive, the latter in response to the growing demand for vertical masts with increased duty cycle expectations. The higher height also meant a new 5-section mast design with a closed multistage cylinder. The SJ20’s consistent torque provides up to 25% gradeability and boasts a 350lbs (159kg) platform capacity. Its compact size has been achieved without compromising the work area. It holds a GVW of 2,440lbs (1,170kg), meaning low ground pressure, making this product ideal for standard elevator and mezzanine applications. Similar to Skyjack’s Next Generation DC scissor lifts, the SJ20 features an onboard diagnostic system. By providing operators or service technicians with realtime faults in plain language, the industry leader has eliminated the need for plug-in calibration for day-to-day troubleshooting. The new SJ20 mast design minimizes site debris, buildup, damage to components, and is free from any chains, sheaves, or bushings, which reduces maintenance. Skyjack’s existing SJ12 and SJ16 keep the mast to the rear of the control position and the SJ20 is no exception. Other commonalities with its smaller counterparts include: • A traversing deck providing up to 16 inches of up-and-over capability • Easy-access maintenance hatch, with unrestricted access to all major components including batteries • Improved ground clearance for pothole protection without components to maintain or potentially snag on cords or debris Skyjack announced earlier this year that changes were coming to its product line with cost of ownership in mind and the SJ20 vertical mast meets that promise.

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For more information, visit skyjack.com MARCH 2021

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BUSINESS & FLEET MANAGEMENT

HomeDepot

internet. In order to create content that ranks on Google: ■ Become the expert: Create high-quality content that is in-depth, unique, and fresh while giving the reader the best experience while they read your content. ■ Own your topic: Create high-quality content that is highly relevant to your core customer, and therefore, your target keywords. ■ Build authority: Earn high-quality backlinks with your content and purposefully link your content together to continuously lift your domain authority. I have seen far too many companies get addicted to paid methods of acquiring website traffic. The problem with paid traffic is that as soon as the money valve turns off, traffic goes with it. This can kill a business. A killer rental marketing strategy can be done without a dime of paid advertising. I hope this three-part series inspires you to become a content-focused, digitally enabled business so you can win on Google. The reason we created Gearflow is because we also know how hard this is to do on your own. Every construction equipment or parts supplier should have the means to be an ecommerceenabled business. We’re working hard to make that possible.

important pieces of content acting as nodes of the content web. All content related to one of your pillars should be internally linked back to that one piece of pillar content. Any boost in ranking that the leaves of your web get will pass that authority back up the branches to your pillar content. This concept is important for pages beyond a blog. It is imperative for suppliers to write killer content on their product category pages because all product pages within a category link back to that category page by way of the breadcrumbs typically found on an ecommerce site. This gives your category pages a great chance of ranking. For example, look at the picture on the top of this page. Home Depot does a great job of adding content to their category pages for their more competitive keywords like “fasteners.” All of the product pages under the fasteners category are linked back to the category page by way of the breadcrumbs. If you Google, “fastener,” you will notice that Home Depot comes up second behind Fastenal. The description you see in the search result comes from

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the “About Fasteners” section and the links come from the subcategory links they included on the page. A well-designed, shallow internal linking structure is a critical technical SEO component to get right for an ecommerce-enabled company.

Outbound Links Outbound links refer to the links that you give to third parties when referencing their content in your writing. Google assumes that a well-researched, in-depth piece of content will include references to external sources, so it is thought that Google will favor content that includes these external references. High authority outbound links could include references to government agencies like OSHA or studies conducted by consultants like McKinsey. However, you do not want to overdo it as that can have an adverse effect.

High-Ranking Content Creation Recap Google’s job is to surface the most relevant content with the highest level of expertise, authoritativeness, and trustworthiness for any search on the

This article was adapted from its original version, “The Ultimate Guide to Construction Marketing,” on the Gearflow.com blog with permission from the author.

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INDUSTRY UPDATE

RENTAL’S RECOGNITION CORNER

This month’s nominee is Sarah Wilper, territory manager at United Rentals in Stamford, Connecticut. The nomination comes to us from Andrew Heesacker, president and CEO of Arvada Rent-Alls in Denver. I’ll let him explain his nomination in his own words: “I would love to nominate Sarah Wilper. She has been a leader in the industry for some time now, and I look to her as a role model. She was named to the ARA’s ‘10 under 40’ in 2014, won the Region 1 Person of the Year in 2016, and was awarded the ARA Exemplary Service award in 2019. I first met Sarah in about 2014, when she was the general manager of the Taylor Rental Center in Manchester, Connecticut, and I immediately realized she was a go-getter. Through the years, she has attended most major ARA events and has served in several capacities on the board with the ARA of Connecticut. She has since transitioned to United Rentals as a territory manager. I am nominating Sarah because ever since I met her, she has been a smart, easy to talk to go-getter in the rental industry, and she continues to move mountains. I admire her tenacity and perseverance!” Thank you, Andrew! And congratulations to Sarah!

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OSHKOSH CORPORATION INVESTS IN MICROVAST BATTERY TECHNOLOGIES JLG Industries announced an investment by parent company Oshkosh Corporation in Microvast, a global provider of next-generation battery technologies for commercial and specialty electric vehicles. This new partnership, in combination with the company’s existing electrification supply chain partners, will continue to strengthen and advance the development of electrified solutions across the JLG product line, including boom lifts, scissor lifts, lowlevel access lifts, vertical access lifts, stock and order picker lifts, towable lifts and telehandlers. “Our strategic investment in Microvast is an excellent addition to Oshkosh’s electrification focus and established partnerships,” said John Pfeifer, Oshkosh Corporation president and chief operating officer. “These partnerships, combined with Oshkosh’s highly-capable product development team, support our expanding leadership with technology-enabled products across the markets we serve.” To read more, visit forconstructionpros.com/21271816.

SNORKEL ROUGH TERRAIN TELEHANDLERS NOW AVAILABLE WITH OPEN CABS Snorkel announced that its range of rough terrain telehandlers are now available with open cabs. Available on all Snorkel rough terrain telehandler models, which includes the SR5719, SR9244, SR1054, and SR1331, customers can now choose from either an open cab or a fully enclosed cab with heat and air conditioning. On the full electric, lithium-ion battery powered compact rough terrain telehandler, the Snorkel SR5719E, the open cab is also now available, in addition to a fully enclosed cab with heat. The open cab version features the same spacious design and layout as the enclosed version, and includes an adjustable suspension seat and adjustable steering column as standard, delivering increased operator comfort. A mesh grid protects the operator while maintaining excellent visibility of the work area. For more information, visit forconstructionpros.com/21271017.

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INDUSTRY UPDATE VERMEER EXITS MULCHER MANUFACTURING, ACQUIRES SHARE IN ARTICULATED LOADER SUPPLIER On the same day that Fecon LLC announced it had purchased the Vermeer forestry mulcher product line, Vermeer announced it made a minority equity investment in a leading supplier of compact articulated loaders. Fecon acquired Vermeer’s forestry mulcher products - including the model FT100 and FT300 mulching tractors – as well as established a global distribution agreement with Vermeer on a controlled basis throughout 2021. The agreement will give Vermeer dealers access to a product line that incorporates the combined technologies of both companies. “Adding Fecon engineering and technology will make it easier for customers to buy the equipment best suited to their needs,” stated Bob Dieckman, CEO, Fecon. According to Fecon, the distribution strategy will leverage the size and scope of Vermeer’s dealer network by focusing on specific market segments with differentiated product needs. It will start the process with a select global group of Vermeer dealers in 2021, strategically specifying products and expanding its methodology from there. Fecon will assume production and support of the mulching product line based from its Lebanon, Ohio factory. Investment Expands Articulated Loader Position Globally In a separate announcement, Vermeer indicated it has purchased a minority equity investment in compact articulated loader manufacturer, MultiOne. The investment comes a year after Vermeer entered an exclusive distribution agreement with the company to supply Vermeer-branded loaders through Vermeer dealers across North America and the Caribbean. The initial agreement announced in early 2020 included all MultiOne compact articulated loader models, which range from 933- to 1,590-lb. operating capacities and feature a telescopic boom. The Vermeer models are manufactured at MultiOne’s facility in Vicenza, Italy, and up to this point had been made available with attachments, a full line of parts and service at Vermeer dealerships in the select markets. According to the latest announcement, distribution of the Vermeer-branded loaders will expand to Vermeer dealers worldwide beginning in 2021. To read more, visit forconstructionpros.com/21259439.

TAKEUCHI-US LAUNCHES TAKEUCHI ATTACHMENT PROGRAM Takeuchi-US launched the Takeuchi Attachment Program, which offers a full line of Takeuchi-branded attachments for each of the manufacturer’s product lines — compact excavators, compact track loaders, and compact wheel loaders. “Attachments represent a significant sales opportunity for our dealers while also improving their customers’ productivity and return on investment,” said Scott Utzman, manager of the Takeuchi Attachment Program. “We designed our program to provide an incredibly broad range of attachments backed by Takeuchi aftersales support, parts availability, a one-year warranty, and attractive financing options.” Takeuchi partnered with several manufacturers to provide attachments in five categories: Land and Vegetation Management, Construction Management, Agriculture Management, Snow Removal, and Brooms. Takeuchi’s full-featured attachments offer standard configurations, including bolt-on cutting edges, connect-under-pressure quick couplers, heavy-duty cylinders, and optimized controls. Performance-matched attachments have flow requirements and operating parameters that are matched to compatible machines for optimal performance. For more information, visit forconstructionpros.com/21271808.

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DOUGHERTY FORESTRY MFG. UNVEILS NEW BRANDING FOR FORESTRY MULCHER ATTACHMENTS Dougherty Forestry Mfg. (DFM) announced new branding and logo for its line of forestry mulching attachments for skid steers and compact track loaders. Now known as Mastodon Forestry Mulchers, the expanded line, which features two new models, includes the Mastodon M60-F, Mastodon M60-S, and Mastodon M60-C, all with a 60-in. cutting width. “A couple of years ago, we stepped back from the industry and took a hard look at where the market was headed and developed these products to get ahead of the curve,” said Patrick Dougherty, CEO, Dougherty Forestry Mfg., Ltd. Co. “We made some major investments in new technologies and the Mastodon line of forestry mulchers have some never-before-seen features, like ECU-controlled shifting, lift assist, hour and temp monitoring, and in-field smartphone tuning with Bluetooth. We feel these features future proof our client’s investment and make certain their operations are competitive now and into the future.” DFM has new tooling in its Hinton, Oklahoma facility to allow for manufacture of the new products. All manufacturing, machining and dynamic balancing of major components is in-house to ensure maximum quality control. For more information, visit forconstructionpros.com/21283127.

POINT OF RENTAL PRIORITIZES ECOMMERCE FUNCTIONALITY WITH RENTAL HOSTING ACQUISITION Point of Rental acquired Rental Hosting, a web design and hosting company that builds integrated websites for rental businesses. The acquisition marks another step in the company’s prioritization of eCommerce functionality. It acquired RentItOnline, another eCommerce platform, late in 2020. “As we move eCommerce to the forefront, both as a company and as an industry, this acquisition gives us the resources to do so in innovative, thoughtful ways,” said Point of Rental CEO Wayne Harris. Rental Hosting provides fully integrated websites uniquely built for rental businesses, including eCommerce, customer portals, and online payments. Its sites displays rental and sales inventory, shows instructions and videos associated with each item, provides shopping cart functionality, captures customer contact information and automates quotes. To read more, visit forconstructionpros.com/21259521. www.ForConstructionPros.com/RENTAL

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INDUSTRY UPDATE OSHA ISSUES STRONGER GUIDANCE ON CORONAVIRUS PROTECTION PROGRAM IMPLEMENTATION The Occupational Safety and Health Administration (OSHA) issued stronger worker safety guidance in order to help employers and workers implement a coronavirus protection program and better identify risks, which could lead to exposure and contraction of COVID-19. “More than 400,000 Americans have died from COVID-19 and millions of people are out of work as a result of this crisis,” according to M. Patricia Smith, senior counselor to the Secretary of Labor. “Employers and workers can help our nation fight and overcome this deadly pandemic by committing themselves to making their workplaces as safe as possible. The recommendations in OSHA’s updated guidance will help us defeat the virus, strengthen our economy, and bring an end to the staggering human and economic toll that the coronavirus has taken on our nation.” “Protecting Workers: Guidance on Mitigating and Preventing the Spread of COVID-19 in the Workplace” provides updated guidance and recommendations, and outlines existing safety and health standards. It details key measures for limiting COVID’s spread, including ensuring infected or potentially infected people are not in the workplace, implementing and following physical distancing protocols, and using surgical masks or cloth face coverings. It also provides guidance on use of personal protective equipment, improving ventilation, good hygiene, and routine cleaning. Because implementing a coronavirus protection program is the most effective way to reduce the virus’ spread, the guidance also recommends several essential elements for such a program: • Conduct a hazard assessment. • Identify control measures to limit the spread of the virus. • Adopt policies for employee absences that don’t punish workers as a way to encourage potentially infected workers to remain home. • Ensure that coronavirus policies and procedures are communicated to both English and non-English speaking workers. • Implement protections from retaliation for workers who raise coronavirus-related concerns. OSHA has additional industry-specific guidance available. This guidance contains recommendations as well as descriptions of mandatory safety and health standards. To read more, visit forconstructionpros.com/21259127.

KIOTI TRACTOR ENTERS COMPACT CONSTRUCTION MARKET Kioti Tractor will be entering the compact construction market with the development of a skid steer and compact track loader. The new machines will be designed, manufactured, and engineered by Daedong, Kioti’s parent company, and will include a Kioti engine and powertrain. During the announcement, Kioti introduced the all-new 2021 product line, which will include the NS Series of tractors, K9 2400 Cab utility vehicle, CX2510H Cab tractor, a field-option cab for the CS20 Series tractors, and a line of grapples. The new offerings were revealed at Kioti’s annual dealer meeting. The meeting, centered around the theme of ‘Savage Instinct,’ highlighted the determination of Kioti dealers and customers. Despite facing challenges in 2020, Kioti was able to celebrate an exceptional year of success virtually. “The broad array of new products Kioti has introduced for 2021 continues to show the company’s drive to diversify product lines to support customer demands,” said Peter Dong-Kyun Kim, president and CEO of Daedong-USA, Kioti Tractor Division. For more information and to learn about the new products, visit forconstructionpros.com/21271675.

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JLG INDUSTRIES APPOINTS NEW SENIOR VICE PRESIDENT OF PRODUCT DEVELOPMENT AND MANAGEMENT JLG Industries Inc., an Oshkosh Corporation company, announced that Rob Messina has rejoined the company’s Access team as senior vice president of product development and product management. The company’s Access business includes a broad range of aerial and lifting equipment, including JLG boom lifts, scissor lifts, low-level access lifts, vertical access lifts, stock and order picker lifts, towable lifts and telehandlers, as well as Jerr-Dan towing and recovery equipment. In this new role, Messina will lead the global JLG and Jerr-Dan product development and product management teams. Messina has been with Oshkosh since 2010, serving in various engineering, product management and technology roles. Prior to Oshkosh, he worked at Chrysler in both engineering and manufacturing positions. Messina holds a BSME in Mechanical Engineering from Michigan Technological University and a MSME in Mechanical Engineering from Oakland University. For more information, visit forconstructionpros.com/21259480.

GENERAC FORECASTS A NET SALES INCREASE OF 25-30% FOR POWER IN 2021 A key demand for home standby generators left Generac with a backlog of product demand and a strong outlook for 2021. The company revealed a net increase of 29 percent during the last quarter of 2020, which reached a record $761 million. Its residential product sales increased 55 percent, reaching $499 million, while the commercial and industrial (C&I) product sales declined 9 percent compared to the prior year. The COVID pandemic impacted the C&I industry by decreasing demand for products. However, the company anticipates a shift in key end markets with the increase of product shipments. “We continued to experience incredible demand for our home standby generators due to significantly higher power outage activity in recent quarters and the ‘Home as a Sanctuary’ trend gained further traction, resulting in substantial backlog for these products as we enter 2021,” said President and CEO Aaron Jagdfeld. For more information, visit forconstructionpros.com/21283823. www.ForConstructionPros.com/RENTAL

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PAPÉ MATERIAL HANDLING BECOMES MAGNI AUTHORIZED DEALER IN WESTERN WASHINGTON STATE Magni Telescopic Handlers announced that Papé Material Handling has become the Magni authorized dealer for western Washington State. As a three-in-one machine, contractors use Magni Rotating Telehandlers to replace cranes, aerial work platforms, and telescopic forklifts with one machine. Papé Material Handling has seven locations throughout western Washington and 37 locations through the western United States and Hawaii. Chris Wetle, president of Papé Material Handling said, “Magni is an excellent addition to Papé Material Handling’s best in class offerings to keep customers moving in construction, manufacturing, mining, agriculture and on special projects that require rotating and heavy lift telescopic handlers.” For more information, visit forconstructionpros.com/21259190. MARCH 2021

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INDUSTRY UPDATE THE CROSBY GROUP PROVIDES VACCINE SUPPORT PROGRAM FOR TEAM MEMBERS The COVID-19 vaccine, first administered in the U.S. on Dec. 14, 2020, is an important step in slowing the spread of the pandemic, says United Healthcare. In order to alleviate concerns based on receiving the vaccine and possible side effects preventing employees from work, The Crosby Group provides team members globally with a Vaccine Support Program. The program allows employees to receive the COVID-19 vaccine with four additional hours of sick paid time off, or equivalent, to alleviate any concern based on sick leave. The leadership at each location is tasked to accommodate and support individuals experiencing post-vaccine side-effects. As of Feb. 17, the Centers for Disease Control and Prevention (CDC) reported that over 40 million first doses of the vaccine were administered, while 15 million people received their second dose in the United States. “Safety is core to who we are, and we don’t want our employees choosing between getting the vaccine and earning a full paycheck,” said Robert Desel, CEO of The Crosby Group. “Our Vaccine Support Program removes that barrier and supports our team of essential workers. For more information, visit forconstructionpros.com/21283907.

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ADVERTISER’S INDEX ADVERTISER .................................................................................................................................... PAGE

ADVERTISER .................................................................................................................................... PAGE

Abbott Rubber Company ................................................ 89 Allen Engineering ............................................................ 23 Allied Construction Products........................................... 25 Allmand .......................................................................26-27 Brave Products ................................................................. 83 Christianson Systems, Inc ................................................ 85 CK Power .......................................................................... 49 Compact Excavator Sales............................................64-65 Ditch Witch ..................................................................58-59 EDCO Equipment Development Co. ............................... 91 E-Z Trench ......................................................................... 39 General Pipe Cleaners .................................................. 7, 61 Haulotte US Inc. ............................................................... 51 Jenny Products, Inc .......................................................... 43 JLG Industries Inc ........................................................46-47 Kubota Tractor Corporation ...........................................2-3 LBX Company LLC .......................................................52-53 Lind Equipment ................................................................ 45

Magni America LLC .....................................................34-35 MERLO - Applied Machinery Sales.................................. 13 Mi-T-M Corporation ......................................................... 47 Power Pusher, Division of Nu-Star, Inc. .......................... 75 ROEDA .............................................................................. 89 Rotary Corp. ..................................................................... 88 Sinoboom North Ameica ............................................20-21 Skyjack Inc. ..................................................... 29, 31, 33, 79 Snorkel ........................................................................ 73, 92 Takeuchi Manufacturing Co. ......................................68-69 Terex USA ..................................................................... 4, 63 Thermal Intelligence .......................................................8-9 The Toro Company ......................................................40-41 TVH Parts Co. .............................................................. 55, 71 Vacuworx Global .............................................................. 32 Windy Ridge Corporation................................................ 88 Yokohama Off-Highway Tires America .......................... 15

This index is provided as a service. The publisher does not assume liability for errors or omissions.

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EYE ON RENTAL // B y

Dick Detmer

The State of the Rental Industry and a

SALUTE TO

WOMEN H ere is my take on the current state of the rental industry, as well as some other thoughts and opinions. For starters, I feel that the equipment rental industry is in excellent shape. My view is that the industry continues to show significant strength, and the economy will help propel the need for rental equipment to recordbreaking new heights in about two years. Some rental business owners are starting to invest in growing their rental businesses. But, really, everyone should be in the process of transforming their rental company into a more efficient, smoother-running, and more resistant business through superior planning. It is important to the health, growth, and future viability of your business to have a more formal, structured, efficient way of operating. The equipment rental industry has traditionally been very resilient in the face of troubling times. However, the last 12 months have turned out to be the most challenging period in our industry’s history. There is no doubt that the pandemic has wrecked havoc on many rental companies, and as of this writing, the pain hasn’t ended by

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any means. But there are increasingly promising signs for the near future. Another thought of mine is the various business loans such as the Payroll Protection Program, which have been an important lifeline to many rental companies. The rental business owners I have spoken to generally feel that these programs were helpful. However, I feel that some portions of these programs, and just the massive total size of the spending that’s designed to jumpstart and stimulate the economy, will have some unintended consequences down the road. Even though economists are eager for some modest inflation, I feel that all of this unbridled spending will contribute to an unhealthy level of inflation (in a few years) that grows much higher than the target. On another note, and as I’ve mentioned before, one of the dynamic trends in the rental business is the effect of “next generation” customers and their preferences. Technology

and social media have had a dramatic effect on how these customers prefer to communicate with rental companies. My observation is that many companies have invested time and financial resources to meet the new preferences and expectations of these customers. And that, certainly, rental companies that have adapted to these preferences and expectations are the primary beneficiaries of noticeably more business. In conclusion, and in my opinion, the state of the rental industry remains strong. It is positioned to have a vibrant growth spurt beginning in the final quarter of 2021 and gain much more momentum in 2022.

Women in the Industry Women have been actively involved at every level of the business for the 50 years that I’ve been in the rental industry. I would enjoy listing the “Who’s Who” of women who are currently leaving an indelible mark on our industry, as well as those who have left an incredible legacy in the past. However, the list would be incredibly long and I’d miss naming some who would be equally deserving of the honor and recognition. Suffice it to say that literally thousands of women have helped advance their rental companies and our industry. Many, if not most, never sought the limelight. They invested their time, energy, and intellect into developing their equipment rental (and their party and event rental) companies into sound, successful, and exciting businesses. Many of them were true pioneers. They should be proud, and for those who are left to honor the memories of the women in the rental industry who are no longer with us, be certain to share your memories of them with everyone you know.

Dick Detmer is a nationally recognized consultant, lecturer and writer with 40+ years of experience in the equipment rental industry. In 2018, he celebrated the 30th anniversary of his business, Detmer Consulting Inc., and his column in Rental. Dick can be contacted at dick@detmerconsulting.com, (309) 781-3451 or by visiting his website www.detmerconsulting.com.

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