What the Latest Baird/RER Survey Reveals About the Power of Reliable Rental Software

By Josh Lewis, President – MCS Rental Software (US & Canada)

The latest Baird/RER Rental Equipment Survey confirms what many of us already sense in the rental industry: things are steady, but tight. Revenue in Q3 2025 rose about 2% year-over-year — a small win — yet utilization slipped to around 58%, with access and earthmoving fleets both dropping nearly five points compared to last year.

That means companies are working harder to make the same money. And that’s exhausting when you’re already running lean.

When I talk with rental business owners across the U.S. and Canada, most aren’t short on hustle — they’re short on visibility. They’re doing everything right but still wondering, “Where’s the profit going?” Reliable software can’t change the economy, but it can help you take back control.

Visibility Beats Volume

When utilization falls but fleet size grows, it’s not always a market problem — it’s usually a visibility problem. The data you need exists, but it’s scattered: in spreadsheets, emails, and half a dozen different systems.

Reliable rental software helps you see your operation clearly again. It shows you which assets are earning, which are idling, and which customers quietly chip away at your margins. Once you can see it, you can fix it — without spending a dime on new equipment.

When you have visibility, you stop guessing and start leading.

Controlling Costs When Pricing Power Fades

According to the survey, rental rates dipped slightly while equipment costs jumped nearly 4%. That’s margin compression — and it’s real.

When prices can’t move up, the smartest move is to tighten the leaks. Reliable software gives you the tools to do it:

Automated billing so you never miss a billable day
Maintenance tracking that prevents downtime before it starts
Optimized dispatch and routing to cut fuel and labor costs

Small gains in efficiency add up fast. The companies who master this will come out stronger when the market rebounds.

Automation Fills the Labor Gap

Four out of five survey respondents said hiring remains a struggle. That means software has to do what people can’t.

When your system handles e-signatures, payments, customer requests, and integration between accounting and operations, your team can focus on higher-value work — like serving customers and improving utilization.

Reliable software isn’t replacing people; it’s giving your people the breathing room to do their best work.

Agility Is the New Advantage

Many projects are sitting on the sidelines, waiting for rate cuts or new funding. That uncertainty is frustrating — but it’s also opportunity for those ready to pivot quickly.

When your data is reliable and real-time, you can reallocate fleet, adjust pricing, and forecast demand with confidence. That’s how companies move first instead of reacting last. Reliable systems don’t just help you keep up; they help you get ahead.

The Quiet Differentiator

Here’s the truth: in a growth market, inefficiency hides under rising revenue. In a flat one, it shows up on the P&L.

The companies outperforming their peers aren’t guessing. They’re operating on truth — with reliable systems that keep every team aligned, every transaction accurate, and every decision grounded in real numbers.

Reliable rental software doesn’t just make life easier. It helps you win when the market gets tough. And right now, tough is exactly where we are.

Ready to elevate your rental business?

Connect with our expert team to discover how MCS Rental Software can drive your success. We’re here to answer your questions and help you find the perfect solution.