Niches, Lions and a Lift Named Lucille


It’s not every day when somebody calls a rental center and says they want to rent “Lucille.” At least not in an equipment rental center! But it happens at Fagan High Reach & Equipment in Newark, Calif., where atrium lifts and other aerials in the company’s fleet have names.  What’s more important – and you can read about this in this month’s cover story beginning on page 16 – is that Fagan has an effective niche, a unique place in the ...

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on May 16, 2016
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What's Rent Talk?

Rent Talk is the premier blog of Rental Equipment Register Magazine


Michael Roth

Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a...

Gary Stansberry

Gary Stansberry is president of The Stansberry Firm LLC and specializes in business sales, fair market business valuations, operational consulting and positioning businesses to increase their value.
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