Rent-to-own News - New RTO potential customer surveys set for Ohio, Texas

APRO is again testing rent-to-own's image with two new studies in Ohio and Texas meant to gauge consumer beliefs about the rent to own transaction and help determine how best to reach the 50 million non-renting Americans who fit the industry demographic.

The studies, conducted by Trenholm Research of Austin, will take place in San Antonio on March 29 and then in Columbus on April 13.

Those rental professionals wishing to attend must be members of both APRO and their respective state associations and must contact APRO Public Affairs Director Richard May at rmay@rtohq.org or 800/204-2776 ext. 104 to RSVP.

The results of these and all APRO Potential Customer surveys over the past two years will be compiled into a specialized RTO Marketing Plan provided for free to those attending the APRO Convention in Little Rock July 11-14 and to those participating state associations.

"Before, we just had the raw data," said APRO Public Affairs Director Richard May. "This marketing plan will give dealers the big picture, the macro-view, of how to get people who should be renting into their stores. We also call this the “Image” survey as it reflects our image beyond the RTO world."

Two additional studies are planned for Florida and New York though dates have not yet been determined.

The marketing plan, to be compiled by Jill Adams McDonough, founder and principal of Prevail! Strategic Marketing & Communications of Chicago, is a first-class, first of its kind marketing roadmap for the rent to own industry.

McDonough is an award-winning developer of PR and marketing programs and built and managed best-in-class operations at the world’s top advertising and public relations agencies including Leo Burnett USA and Edelman Worldwide.  

APRO's last "Potential Customer Survey" concluded last September in St. Louis.

The comprehensive study consists of two parts. The first is a random digit dial phone survey of 600 participants which guarantees a + or – of 5% of accuracy.

The second part of the study is conducted with focus groups made of up customers who fit the rent to own demographic but have never rented.

The groups are asked questions about their opinions of RTO, how and why they formed those opinions  and, most importantly, what additional information they would need to consider RTO.

For more information contact Richard May.