Developing the Talisman Rentals brand


It’s a hot Georgian afternoon and business is good at the Talisman Rentals located in Canton, Georgia. The company’s locations in Canton and Marietta serve the Atlanta metro area.

Colin du Plessis started Talisman Hire in South Africa in 1993 after working in the rental industry for 10 years. He began developing the brand through franchising in 1997, leading to over 100 franchise stores. In 2017, Colin and his brother, Jaco, decided to enter the US market with the acquisition of Advanced Rental Center in Guangzhou and renamed the business to Talisman Rentals.

Jaco, who serves as president in the United States, said the company wants to continue expanding in the Southeast as well as outside of America.

“We plan to expand internationally and in the US South by partnering with like-minded entrepreneurs interested in building great rental businesses,” says Jaco. “We believe that quality equipment, hands-on owners/operators and professional facilities combined with state-of-the-art technology make the difference for our customers.”

Chris Hulsey is the store manager in Canton and Len Malagon is the sales and operations manager. They see strong demand for everything from skid steer loaders to excavators and compaction equipment.

“We specialize in compaction and dirt, and we have aerial equipment,” says Malagon. “We focus on compact equipment for small and medium professional contractors. »

What are customers looking for? Malagon says this is a melting pot of requests from various customer groups. In addition to skid steer loaders, excavators and compaction equipment, Talisman Rentals provides attachments, blades and bits, lawn and landscaping, light towers, generators, power and hand tools. , and more.

“Before, we were 80% general contractors and maybe 20% between owners and do-it-yourselfers,” explains Malagon.

“We reduced that ratio to 50% professional contractor, about 30% general contractor and 20% DIY,” he says.

Hulsey says the demand for smaller, more compact equipment is increasing due to improved design and technology that makes equipment easier to use.

“They (customers) can walk in and out of their garden and do this mulch project,” says Malagon. “I think in the next few years the market will start to move towards more of these higher capacity crawler machines rather than the traditional seated style machines. The weight is lower and you can transport them on a trailer. People don’t feel so intimidated.

While the two are talking, Hulsey’s phone rings often. Customers are looking for hardware. It’s a busy time of the year.

“We’re doing very well,” Hulsey said. “We juggle machines every day.”

Hulsey stops to answer his phone: “Talisman Rentals. It’s Chris. Can I help you? OK, I need to make sure I have a set of forks. Can you hold on for a second?

“Yeah, it’s our busy time,” Malagon confirms as Hulsey takes another phone call. “The key to success in the rental industry in this area is meeting customer demand. We have a presence throughout the Metro Atlanta area providing job sites with delivery and pickup. We have many regular customers. They come back to us for a great rental experience.


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