Case Studies

Star Equipment Ltd.

Service, Knowledge and Expertise
  • Written by: Star Equipment Ltd.
  • Produced by: Star Equipment Ltd.
  • Estimated reading time: 4 mins

Star Equipment Ltd. (Star) is Iowa’s leading source for equipment sales, rentals and service. Alyssa Donegan, sales coordinator for Star, touts the company as a dealer of productivity, as Star’s products and services keep operations running smoothly for contractors in Iowa and bordering states. “We specialize in light to general construction equipment,” says Donegan. The business has four locations in Iowa, with branches in Des Moines, Ames, Waterloo and Cedar Rapids.

Max Bowman and his wife, Beverly, along with a longtime friend, established the original Star headquarters in Des Moines. The Bowmans’ three sons, Bruce, Brad and Brett, now own the company. Bruce, president of Star, is happy to follow in his parents’ footsteps and work alongside his brothers; Brad and Brett are vice presidents of Star.

The brothers are continuing the Star tradition of quality and expertise in products and services. Additionally, the sales team at Star offers experienced consultation to contractors to determine the best machinery for the job. The company sells and services equipment large and small for a variety of applications.

Products and Services

Star offers new general construction equipment from reliable manufacturers, like Takeuchi, Somero, Gehl and Mustang. Aside from machinery, contractors can find lasers, GPS and machine control equipment as well as finishing tools to move projects along at any phase. The company sells cranes and service trucks from various trusted brands, including IMT, Elliott and National Crane. The multiuse vehicles are available with booms, cherry pickers and fuel and equipment storage to fit contractors’ specific needs. Clients may also choose from a variety of truck- or trailer-mounted concrete pumps from Schwing and Mayco.

Contractors with changing equipment needs turn to Star’s rental division for many of the same leading brands the company sells. Star’s versatility offers variety to customers, as well as an endless rotation of new equipment into the fleet, as Star delivers and guarantees equipment is on site when contractors need it. With over 25 vehicles, Star ensures zero downtime waiting for machinery. If equipment breaks, the company’s service division is well prepared to restore any machinery to factory condition, and Star will trade out a replacement in the meantime. Wear-related breakdowns are rare with rentals, as each piece of equipment is subjected to preventative maintenance before it leaves the yard.

Star’s service team holds a broad range of long-term experience. The company can offer maintenance and repair work for equipment large and small, regardless of where it came from. Equipment can be serviced at the shop, on site, or on the road. Star utilizes a fleet of service vehicles, operated by trained professionals for hefty repairs on the job or just a quick checkup and lube.

Family Philosophy

Bruce, Brad and Brett are continuing the family tradition through a business plan that places value on integrity, safety and customer satisfaction. The management team shares the belief that customer service starts with well-prepared employees. Star’s team regularly attends seminars, conferences and other safety and training programs. This investment in personnel ensures a team of accessible, knowledgeable professionals who are available every step of the way to help contractors select equipment and learn how to use it.

Star is ahead of the curve when it comes to technology. The team is dedicated to seeking out the latest products that fit the company’s standards of quality and adding to sales and rental inventory. According to Alyssa, in order to stay competitive in the Internet age Star is increasing its capacity for online business. “Everyone has an iPad these days,” she explains. “It’s become part of this business.”

As is the Internet, equipment rental is a growing business. The recession has driven many contractors to diversify services, and while they may have the qualifications, companies often do not have the funding to purchase an entire fleet to fulfill all equipment requirements for new services. Renting from businesses like Star offers growth opportunities for contractors, as renting saves time, money and energy. Contractors save money initially by not purchasing their own equipment and in the long run by not having to worry about insurance, registration, taxes or maintenance and repair costs. The savings can be applied to better training employees and horizontal company growth, creating more jobs and building manpower for larger projects.

Renters and buyers enjoy an open line of communication with all of Star’s representatives and service professionals alike. “Communication is really important for us,” says Alyssa. The company’s success has been built upon long-term relationships with clients and suppliers. “We’ve been working with some of them for over 20 years,” Alyssa explains. The rental division provides the highest “up” time in the state, touting 97 percent. The team is continuing a tradition of quality, making Star Equipment Ltd. a leader in Iowa’s equipment sales, rental and service market.

Published on: July 29, 2013

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