Association of Professional Rental Organizations (APRO)
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Rent-to-Own 101

New to rent-to-own? Explore the basics to understand how it works and why it matters.

Storefront vs Virtual Rent-to-Own (VRTO / VLTO)

Last Updated on April 24, 2026

Storefront and Virtual Rent-to-Own (also known as Lease-to-Own) describe two ways customers can access rent-to-own transactions: through physical retail locations (storefront) or through integrated online and point-of-sale platforms (Virtual Rent-to-Own, often referred to as VRTO or VLTO). Both operate under the same rental-purchase model, with differences in how the transaction is initiated and delivered.

What Is Storefront Rent-to-Own? #

Storefront rent-to-own refers to the traditional model where customers visit a brick-and-mortar rent-to-own store to select products and enter into a Rental-Purchase Agreement.

In this model:

  • Products are displayed in a retail location
  • Customers interact directly with store staff
  • Delivery, setup, and service are typically provided by the store
  • The relationship is ongoing and local

This model has been the foundation of the rent-to-own industry for decades.

What Is Virtual Rent-to-Own (VRTO / VLTO)? #

Virtual Rent-to-Own (VRTO or VLTO) refers to rent-to-own transactions that are initiated digitally, often through a retailer’s website or at checkout in a partner store.

In this model:

  • Customers select products online or at a third-party retailer
  • The rent-to-own option is presented at the point of sale
  • Approval and agreement processes are handled digitally
  • The product is typically fulfilled through the retailer or vendor

The core rent-to-own structure remains the same, but the customer experience is integrated into broader retail environments.

How the Two Models Are Similar #

Despite differences in delivery and experience, storefront and Virtual Rent-to-Own share the same underlying structure.

Both:

  • Are rental-purchase transactions
  • Do not create traditional credit debt
  • Provide flexible payment options
  • Allow customers to return products
  • Include pathways to ownership

The key principles of rent-to-own apply equally in both models.

Key Differences in Customer Experience #

The primary differences between storefront and Virtual Rent-to-Own are in how customers interact with the transaction.

Storefront Model #

  • In-person shopping experience
  • Direct relationship with a local store
  • Physical product display and selection
  • Ongoing service through the store

Virtual Model (VRTO / VLTO)

  • Integrated into online or retail checkout
  • Digital application and approval process
  • Broader product selection through retail partners
  • Less direct in-person interaction

These differences reflect changes in retail more broadly, not changes in the core transaction itself.

Why Virtual Rent-to-Own Has Grown #

Virtual Rent-to-Own has expanded as consumer shopping behavior has shifted.

Customers increasingly expect:

  • Online purchasing options
  • Integrated checkout experiences
  • Immediate decision-making at the point of sale

VRTO allows rent-to-own to exist within these environments while maintaining the same flexible structure.

How the Models Work Together #

Storefront and Virtual Rent-to-Own are not competing systems. They are complementary.

  • Storefront locations provide local service, relationships, and in-person support
  • Virtual platforms expand access through online and partner retail channels

Together, they allow rent-to-own to reach a wider range of customers and use cases.

Important Clarification #

Virtual Rent-to-Own does not change the fundamental nature of the transaction.

It remains:

  • A rent-to-own (Lease-to-Own) agreement
  • Not a traditional loan
  • Structured with flexibility and optional ownership

The difference is in how the customer accesses the transaction, not what the transaction is.

Frequently Asked Questions #

What does VRTO or VLTO stand for? #

VRTO and VLTO both refer to Virtual Rent-to-Own or Virtual Lease-to-Own. These terms describe rent-to-own transactions that are initiated digitally rather than in a physical store.

Is Virtual Rent-to-Own different from traditional rent-to-own? #

The structure is the same. The difference is in how the transaction is accessed – online or through a retail partner instead of a standalone store.

Do storefront and Virtual Rent-to-Own have the same rules? #

Yes. Both operate under the same general rent-to-own framework, including flexibility, optional ownership, and regulatory oversight.

Can customers still return products in Virtual Rent-to-Own? #

Yes. Rent-to-own agreements, whether storefront or virtual, include flexibility that allows customers to return products in accordance with the agreement terms.

Related Topics #

To explore the rent-to-own model in greater detail, see these educational resources:

Table of contents

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.