Association of Progressive Rental Organizations (APRO)
JOIN APRO
JOIN APRO

RTO Video Marketing – Show Your Face, Fix Your Sound

Show Your Face, Fix Your Sound – RTO Video Marketing

In this lively conversation, Pete Shau from The RTO Show Podcast welcomes Jeraud Norman of Jeraud Marketing to talk about something too many rent-to-own (RTO) teams overlook: put people on camera, clean up your audio, and invite customers to visit in person. Norman’s core message is simple and powerful – digital matters, but nothing beats the front door. When customers see your team on video first, they arrive already connected and ready to buy.

How RTO Video Marketing Brings People Through the Door

Norman explains that product-only posts don’t build relationships; people do. Short, staff-led clips consistently outperform static photos because viewers start “knowing, liking, and trusting” your store before they ever step inside. His team sees a steady pattern: many shoppers don’t fill out lead forms after seeing an ad – they just show up and ask for the person from the video.

Execution matters. First, fix the sound. A basic lapel mic under $100 can make your message clear and credible. Second, plan your thirty seconds. You don’t need a teleprompter-perfect script, but you do need a point: a quick hook, a clear offer, and a direct invite to visit the store. Add captions for silent scrollers, jump-cut out dead air, and vary camera angles or locations (yes, even the grocery store aisle) to keep attention. Consistency beats bursts of content – pick days and post regularly.

Norman also urges teams to track what actually moves the needle. Ask walk-ins, “Where did you see us?” and tie that answer to agreement numbers so you can attribute real revenue, not just online leads. Modest boosting (even $1/day) ensures your existing followers actually see your content, and a disciplined monthly review helps you iterate without killing what’s working.

For fresh creative, use AI to accelerate scripting. Give your tool a role (“marketing director”), your offer, your tone, and even a fun perspective (a $10 bill or the delivery truck telling the story). The goal isn’t polish – it’s personality. Celebrate on-time customers, introduce staff, and remind viewers they can sit, stretch out, and test gear in your showroom today. That’s the advantage: RTO is local, and RTO video marketing should make it feel that way.

Listen to the full episode of The RTO Show Podcast, proudly sponsored by APRO, on Spotify or watch it on YouTube.

Listen on Spotify

Watch on YouTube

Upcoming Events

View Calendar


Mike Lewis

Central Properties dba Premier Rental-Purchase

Mike Lewis is a Premier Rental Purchase franchisee with multiple stores and currently serves as Vice President of Operations. With 33 years of experience in the rent-to-own industry, he has spent the past 20 years working closely with franchisee owners and previously spent 12 years in Corporate RTO, gaining a strong foundation in the business.

For the past five years, Mike has been sharing his knowledge by teaching managers and franchisees at the company’s Training Center.

Outside of work, he enjoys time with his family, kids, and grandkids, and appreciates the simple things in life – especially riding his Harley Davidson with the sun on his face. If you know, you know!

Lauren Talicska

Arona Corporation dba Arona Home Essentials

Lauren Talicska is an experienced multi-channel marketing specialist and the Vice President of Marketing & Communications at Arona Home Essentials. She has found her home in the RTO community, supporting stores in branding, growth, and increasing traffic.

You may recognize Lauren as a former RTO vendor, including her time as a partner for Nationwide RentDirect, or her previous participation in the APRO Vendor Advisory Committee. Lauren calls Columbus, Ohio, home and spends her workday crafting and executing marketing promotions from inception to realization, all while supporting the branding and social media needs of all the Arona stores in 12 states (plus Puerto Rico!).

Charles Smitherman

APRO

Charles Smitherman, JD, PhD, CAE, became CEO of APRO in 2023, bringing years of legal and executive experience in the rent-to-own industry. 

Prior to joining the association, Charles served as COO, General Counsel, and Vice President of PTS Financial Services, where he played an active role in the rent-to-own industry by representing his company through PTS’s club program offering with APRO member dealers. Charles is an attorney with two decades of experience across a wide variety of areas, including RTO, consumer financial services, antitrust, corporate law, mergers and acquisitions, litigation, franchise law, and privacy law. Following law school at the University of Georgia, Charles earned a Master of Legal Studies and PhD in Law from the University of Oxford in England.

Charles is credentialed as a Certified Association Executive (CAE) with the American Society of Association Executives, a Certified Franchise Executive (CFE) with the International Franchise Association, and a Certified Information Privacy Professional (CIPP/US) and Certified Information Privacy Manager (CIPM) through the International Association of Privacy Professionals. As APRO’s sixth CEO in its 45-year history, he brings a collaborative, member-focused approach to association leadership, emphasizing transparency, advocacy, and value creation. Outside of work, Charles is an active ultra runner and open water swimmer.

Mike Kays

Ashley Furniture Industries

As VP of Rental Sales for Ashley Furniture Industries, Mike thrives on building relationships with our RTO industry veterans, and helping businesses grow through new product, new marketing, and new supply chain options.

Mike works to leverage a wide breadth of relationships and influence, intimate knowledge of market trends, and unique knowledge of what RTO dealers need from a supplier to be successful.

The saying goes that a high tide raises all boats, and our goal is to leverage the world’s largest furniture manufacturer to drive the continued growth of the RTO industry and all the suppliers.

Mike Tissot

Countryside Rentals Inc., dba Rent-2-Own

Mike grew up in the rent-to-own industry under the guidance of his father, former APRO President and RTO legend Darrell Tissot. For nearly 25 years, Mike’s innovative leadership has helped expand the family business to more than 40 stores across Ohio and Kentucky while also shaping the industry as a whole.

He has served as President of the Ohio Rental Dealers Association, an APRO board member and Treasurer, and President and Treasurer of the TRIB Group. His contributions have earned him the APRO President’s Award of Excellence and the title of APRO Rental Dealer of the Year.

Outside of RTO, Mike enjoys time at the lake house or in Orange Beach, Alabama, with his girlfriend, Angela Strong McCool. A passionate Cincinnati Reds fan, he rarely misses a game, whether watching or listening alongside his parents. He also takes every opportunity to visit Arizona, where his daughter is currently attending Arizona State University.