Dealers are leaving money on the table.
The truth? Most rental programs are designed backwards. They either compete with the sales department or operate as a disconnected cost center, and the result is low absorption, low morale, and missed opportunities.
Farm Equipment welcomes Modern for this exclusive dealer roundtable, where we pull back the curtain on how the most profitable farm and heavy equipment dealers are using rental as a strategic profit engine, one that boosts absorption, feeds the sales pipeline, and creates recurring revenue all year long.
This isn’t theory. It’s real-world strategies from dealer leaders who’ve built rental operations that:
- Support the sales team instead of stealing deals
- Improve customer retention through short-term rentals that lead to long-term purchases
- Maximize fixed ops profitability and reduce downtime
This is your opportunity to stop reacting to the market — and start controlling the parts of your business that actually drive long-term growth.
This dealer roundtable is brought to you by Farm Equipment and Modern IS.
For any questions, email Kim Schmidt at Farm Equipment.
About the Speaker
Ryan Young — Director of Sales - Modern
With over 15 years of experience spanning dealership operations, consulting, and technology integration, Ryan Young brings a unique, well-rounded perspective to the table. Having worked in every department of the dealership, Ryan understands the real-world challenges and opportunities that dealers face today. His passion lies in building transparent, process-driven teams that focus on delivering an exceptional customer experience.
Ryan believes that leadership means working on the business, not just in it. He empowers his teams with the tools they need to succeed while investing in the store, the customer journey, and employee engagement to drive meaningful, measurable results. Whether you’re looking to elevate KPIs or create a culture of accountability and service, Ryan’s insights will help your dealership focus on what truly matters: controlling the controllables.
