NEWSLETTERS - Dealers get candid opinions at Ohio customer study

Dealers get candid opinions at Ohio customer study

Close to 30 rent to own professionals turned out in Columbus, Ohio Wednesday, for first of three RTO "Potential Customer" focus groups planned for April that will help shape a first-of-its-kind RTO Marketing Plan provided for free to attendees at the APRO Convention in Little Rock this July.

Register here.

"The biggest thing I took out of it was that there is still a lack of eduction out there," said Joe Fisher, owner of Eagle Rental Purchase -- a three store business in Ohio. Fisher attended the focus group study with co-owner Randy Lewis. "The biggest thing I'm looking forward to when this data is compiled into a marketing study is 'what do we need to do to draw more people into our stores and take it to the next level.'"

The Ohio Rental Dealers Association, in conjunction with APRO, organized the event at the Delve Marketing Research Center where participating dealers witnessed as two groups of potential RTO customers carried on moderator-led discussions of rent to own.

Behind a one way glass, dealers observed as participants with varying degrees of familiarity with the transaction, candidly discussed their impressions of rent-to-own, why they do not consider rent-to-own and most importantly, what would motivate them to consider rent-to-own.

The Ohio study is one of four planned studies being conducted by APRO and state associations across the country this year. Another one is taking place today in Syracuse, New York and another is planned for next week in Tampa, Florida. Texas customers were surveyed last month.

The studies offer RTO dealers some of the most profound insights on how to reach the 50 million non-renting Americans who fit the industry demographic.

The results of these and all APRO "Potential Customer" surveys over the past two years will be compiled into a specialized RTO Marketing Plan by Jill Adams McDonough -- an award-winning developer of PR and marketing programs. The marketing plan will be provided for free to those attending the APRO Convention in Little Rock July 11-14.

Gary Ferriman, owner of Showplace Rent To Own -- a 15 store chain in Ohio -- attended the session with son, Keith,  daughter, Sheri, two district managers and four store managers.

Ferriman said attending the focus group definitely reminded him of the importance of electronic advertising and marketing and that the final marketing plan would be key to growing the industry.

"What we are doing is really getting the pulse of what drives customers into our stores," Ferriman said. "Especially for those new to the industry but even for the more tenured dealers, this study is going to help us get to that tipping point -- to reach that person that is on the cusp -- and tell us what might nudge them on into our stores."

For more information and to attend one of the upcoming focus groups, contact APRO Public Affairs Director Richard May at rmay@rtohq.org or 800/204-2776 ext. 104 to RSVP. Seating is limited so reservations are required.