RTO Legend: Bill French of O'Rourke
Tue Feb 03 2026
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A chance glance at a rent-to-own storefront changed everything. We sit down with industry legend Bill French to unpack five decades of progress: from selling RCA TVs to shaping vendor programs, joining APRO’s earliest meetings, and helping O’Rourke scale into a top RTO supplier. Bill walks us through the early hurdles—manufacturers confused about ownership, banks wary of the model, and warranty battles that forced creative solutions like starting coverage at first rental. Those frictions ultimately forged a clearer playbook and a more resilient industry.
We dig into why APRO became essential: not as a lobby for favors, but as a consistent educator of lawmakers and staff who often don’t know how rent-to-own works. Bill explains why state statutes beat sweeping federal rules, and how buying groups like TRIB gave small dealers big leverage with pricing, rebates, and programs. He shares how vendor advisory committees improved conventions and how listening to dealers led O’Rourke to tailor channel-specific assortments, support, and forecasting that actually fit store realities.
Then the product story takes center stage. RTO has leapt from 19-inch black-and-white TVs to 100-inch screens, Family Hub fridges, and a surge in gaming towers and consoles that deliver standout keep rates. Bill breaks down how global supply chains changed planning, why wants can outperform needs, and how trust-based relationships—clear commitments, honest help, and mutual wins—turn vendors into partners and customers into loyal renters. If you care about the future of rent-to-own, this is a masterclass in advocacy, assortment, and the human side of growth.
If this conversation resonated, subscribe, share it with a colleague, and leave a quick review—what trend do you think will define RTO next year?
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Send us a text A chance glance at a rent-to-own storefront changed everything. We sit down with industry legend Bill French to unpack five decades of progress: from selling RCA TVs to shaping vendor programs, joining APRO’s earliest meetings, and helping O’Rourke scale into a top RTO supplier. Bill walks us through the early hurdles—manufacturers confused about ownership, banks wary of the model, and warranty battles that forced creative solutions like starting coverage at first rental. Those frictions ultimately forged a clearer playbook and a more resilient industry. We dig into why APRO became essential: not as a lobby for favors, but as a consistent educator of lawmakers and staff who often don’t know how rent-to-own works. Bill explains why state statutes beat sweeping federal rules, and how buying groups like TRIB gave small dealers big leverage with pricing, rebates, and programs. He shares how vendor advisory committees improved conventions and how listening to dealers led O’Rourke to tailor channel-specific assortments, support, and forecasting that actually fit store realities. Then the product story takes center stage. RTO has leapt from 19-inch black-and-white TVs to 100-inch screens, Family Hub fridges, and a surge in gaming towers and consoles that deliver standout keep rates. Bill breaks down how global supply chains changed planning, why wants can outperform needs, and how trust-based relationships—clear commitments, honest help, and mutual wins—turn vendors into partners and customers into loyal renters. If you care about the future of rent-to-own, this is a masterclass in advocacy, assortment, and the human side of growth. If this conversation resonated, subscribe, share it with a colleague, and leave a quick review—what trend do you think will define RTO next year? Support the show www.TheRTOshowPodcast.com For swag and information Pete@thertoshowpodcast.com Facebook - The RTO Show Instagram - the_rto_show Linkedin - The RTO Show Youtube - The RTO Show Podcast