From the earliest days of rent-to-own (RTO) to the modern, high-tech marketplace it has become, Bill French has seen nearly every chapter of the industry unfold firsthand. As Vice President of Rent-to-Own Sales at O’Rourke Sales Company, French’s career spans more than five decades, marked by deep vendor relationships, early advocacy, and a steady belief in the value rent-to-own brings to consumers. His story is not just about longevity – it is about helping an industry find its footing, credibility, and future.
As part of APRO’s 45th anniversary celebration, the RTO Legends Podcast Series honors the pioneers who built the rent-to-own industry – founders, advocates, and innovators whose conviction and collaboration transformed a business model into a movement. Produced by APRO and Wow Brands in partnership with Pete Shau from The RTO Show Podcast, the series preserves the voices that defined rent-to-own and continues their legacy for future generations.
From Retail Sales to Rent-to-Own Roots
French entered the RTO industry in 1972 while working retail sales territory in Arkansas. A storefront in Texarkana advertising “rent to own” caught his attention, sparking a conversation that would change the trajectory of his career. Inside that store, French met Bob White, whose Crown Rental business would later become a major force in the industry.
At the time, rent-to-own was unfamiliar not just to manufacturers, but to banks and suppliers as well. Helping manufacturers understand rental agreements, credit lines, and warranty structures became one of French’s earliest challenges. Convincing RCA to honor warranties from the first rental date, rather than the shipment date, required persistence and trust.
Within two years, Crown Rental became French’s largest customer, illustrating the scale and potential of a business model many initially dismissed.
RTO Legend Bill French and the Power of Advocacy
As rent-to-own expanded, French found himself involved not only as a supplier but as an advocate. In the early 1980s, he attended the very first APRO meeting at the invitation of Bill White, an early rent-to-own operator in Dallas. At that meeting, French was the only supplier in the room, and he remains closely involved with APRO from the vendor side to this day.
Those early meetings focused on establishing best practices and protecting the industry from unethical behavior at a time when rent-to-own was widely misunderstood. French emphasized that APRO’s work helped build credibility, defend against harmful legislation, and create state-level regulatory frameworks that still guide the industry today. He credits APRO with helping ensure rent-to-own’s survival and long-term stability.
Building Vendor Partnerships That Last
Throughout his career, French has believed that rent-to-own is a relationship-driven business. From RCA and Zenith to Whirlpool and beyond, he worked to help manufacturers understand rental customers and adapt product offerings accordingly. Over time, product expectations evolved from entry-level televisions and washers to high-end appliances, large-screen TVs, and technology-driven products.
APRO’s Vendor Advisory Committee and industry buying groups such as TRIB Group and Nationwide Marketing Group became key points of connection between suppliers and dealers throughout French’s career. These collaborations helped level the playing field for smaller operators and ensured that conventions, programs, and vendor support aligned with dealer needs. For French, vendor success was inseparable from dealer success – a philosophy that guided his work across decades.
Leading Rent-to-Own at O’Rourke
In 2001, after a long career with major manufacturers, French joined O’Rourke Sales Company. Initially brought on to manage group business, he soon identified an opportunity to grow O’Rourke’s rent-to-own channel. With deep industry knowledge and long-standing dealer relationships, French took the lead in expanding that segment.
Under his direction, O’Rourke’s rent-to-own business grew rapidly, supported by forecasting, tailored product mixes, and close collaboration with dealers. French pointed to gaming systems, high-end televisions, and premium appliances as examples of how rental customers increasingly seek the same products as traditional retail buyers. For him, understanding customer wants – not just needs – has been central to sustained growth.
As he looks toward eventual retirement, French remains clear about what matters most. He believes vendors and dealers succeed when they listen, honor commitments, and build relationships that last. His legacy reflects a career grounded in partnership and a conviction that rent-to-own continues to provide real value to consumers.
Listen to the full episode of The RTO Legends Series – produced by APRO and Wow Brands in partnership with Pete Shau and The RTO Show Podcast – on Spotify or watch it on YouTube.
