Rent-to-own News - Colorado Congressman introduced to "New Image" of rent-to-own

Chuck Green of New Image Rent-To-Own in Colorado hosted Congressman Doug Lamborn (R-5th) at his Fountain, Colorado store May 14, seizing the opportunity to educate the congressman about the modern rent-to-own store and transaction.

Congressman Lamborn arrived at Green's store with four staff members including his business manager, district director and and campaign manager, and toured the store for around 30 minutes, Green said.

Rep. Doug Lamborn with Roxie and Chuck Green of New Image Rent-To-Own.

Green was proud to show off the new location, which was recently remodeled in 2006, and to discuss some of the nuances of the rent-to-own transaction with Rep. Lamborn.

The store's location, just south of Colorado Springs near Fort Carson -- one of the nation's largest military bases -- was of particular interest to Rep. Lamborn, who left with a better understanding of the importance of the rent-to-own industry as a whole.

“I was very impressed with the professionalism of the store operated by Mr. Chuck Green," Lamborn said in a written comment. "People who rent furniture and appliances have options to either purchase or continue renting on a monthly or weekly basis, offering a wide variety of essential options to the consumer.  This kind of flexibility, in a military community where people may be deployed with short notice, is important and very helpful.”

The rent-to-own industry is a powerful contributor to Colorado's economy, accounting for 110 stores employing 660, paying $3.9 million in annual payroll taxes and earning $76 million in annual revenues.

Green, an RTO veteran who operates five New Image Rent-To-Own stores, said the "new image" concept, born in 1997, was to meant to combat the negative image of the rent-to-own store "at the front door" by presenting a shopping environment on par with an upscale furniture outlet.

"We want people to literally question whether they are in a rent-to-own store," Green said. "We made that investment to make our job of selling as easy as possible. To my knowledge he had never been in a rent-to-own store before, but he totally got us."

The visit was the culmination of a visit to Rep. Lamborn's local office, Green said. Green continued to correspond with Lamborn staffers via e-mail, sending him updates every time the industry's pending bill in the House -- H.R. 1767 -- gained a new co-sponsor.

His first response came last Friday and the congressman was in his store by Monday.

With all House seats up for re-election this year, Green urged fellow dealers to take advantage of the opportunity to bring their local congress members face-to-face with the rent-to-own story.

"Now is the time for dealers to get your congressmen in your stores," Green said.

Though Lamborn fell short of committing to co-sponsor H.R. 1767 -- Green provided him with detailed background information and an up-to-date list of co-sponsors -- the congressman's D.C. office reported Lamborn was actively reviewing the bill at press time.

APRO Public Affairs Director Richard May agrees with Green.

"The time to get them in your stores is when they need you, not when you need them," May said. "Grass roots activism means getting active at the local level and now is the perfect time to capitalize on that."

So far this session, APRO members Ernie Lewallen, Mike Tissot, Robert Briley and Sandi Frye have hosted their respective Congress members in their stores. Three of the four visiting legislators have become a co-sponsor for H.R. 1767.

mevans@rtohq.org