Call reporting for equipment rental companies
Contractors call the counter for availability, rates and delivery times. Morning Tally follows each of those calls to a quote, a reservation and a contract, and shows what the phones are worth to the yard.
Samples and orders open January 2027.
From calls to contracts
The monthly review follows every rental call through each step: quote requested, quote sent, reservation made, contract out. Seeing it as one chain shows where business drops off.
In the sample review for a rental company, 2,146 rental calls became 864 quotes, 512 reservations and 471 contracts worth $536,300 in rental revenue. The biggest loss was between quote and reservation, where 352 quotes didn’t turn into a booking. That’s where the follow-up list starts.
Utilization and requests you couldn’t fill
Your rental software knows how often each class of equipment is out. It doesn’t know how often someone called for a machine you didn’t have in the yard. The report counts the requests the counter couldn’t fill, by class, next to time utilization, so you can see which classes are worth adding to the fleet.
In the same sample, telehandlers ran at 88% time utilization and earned the most per unit, and the counter turned away nine telehandler requests in a month. Compaction and concrete equipment sat idle almost half the time, and most callers in that class were asking for ride-on rollers the yard had only four of.
Calls nobody answered
Rental counters get busy early, when crews are trying to get machines on site. The report counts calls that hung up before anyone answered, by hour, and estimates what they were worth using your own quote and contract rates. In the sample, 141 calls hung up before an answer, 58 of them before 8 AM, which works out to about 31 contracts at that month’s rates.
Delivery window calls
A lot of counter calls are contractors asking when the truck will show up. The report counts those calls and quotes what customers said. In the sample, 37 callers asked to narrow a delivery window, and 12 of them called back again the same day.
Common questions
Does it work with our rental software?
If your rental software can export quotes, reservations and contracts with a customer name and phone number, the report can use it.
Can it separate branches?
Yes. Calls and contracts can be reported by branch, by counter person or both.
Is there a daily version?
Yes. The daily page covers yesterday’s calls, open quotes and missed calls for $395 a month for up to 5 people on the phones. The monthly review adds utilization, the call to contract chain and revenue by class for $200 a month on top.
Get on the January list
Samples and orders open in January 2027. Email us with your company name and phone system, and we’ll put you on the list for the first free sample reports.
Join the January list