Powering thousands of users across the United States and Canada.

Schedule a demo
Contact Support

Breaking Barriers: Kara Longmire on the Importance of #WomenInRental

The rental industry continues to face challenges with skilled labor shortages, but one of the bright spots is the growing involvement of women in rental. As businesses continue to grow and adjust to new business landscapes, it’s clear that women are making an impact. More women are finding opportunities to break into the industry – not just as customers, but as employees, managers, and leaders.
Kara 5

This Women’s History Month, we sat down with our CEO Kara Longmire – who is also co-owner and co-president of Alert Rental. Below, Kara shares her journey in the rental industry and offers insight into the real power of #WomenInRental.

A Leap into the Rental Industry

In 2008, I answered an ad for an accountant at Alert Rental Software. At the time, I wasn’t sure if the rental industry was for me—it seemed niche, and I wasn’t sure it was big enough to offer the kind of growth and challenges I wanted. But as I quickly learned, the rental industry may be niche, but it’s certainly not small. What started as a simple job application soon became a pivotal career shift, and I’ve been hooked ever since.

In 2016, when my business partner Mary Crosslin and I bought the company, we knew we wanted to make a change. We focused on improving working conditions—providing employees with more time off, implementing better technology, and fostering clearer communication. While I can’t say this approach is solely unique to female leadership, I do know that prioritizing employees’ well-being has led to stronger performance, higher retention, and a positive company culture. In turn, that has driven success for the business.

Kara 1

Challenges of Being a Woman in Leadership

Even in 2025, being a woman in leadership remains challenging. Recently, while switching payroll providers, a man questioned my decision, insisting on confirming it with my business partner. As CEO, I found myself wondering if a man in my position would be treated the same. A seminar speaker also recently suggested that women renting equipment might be more likely to steal it, a reminder of the biases that still exist.
Even with years of experience, I still face moments where people turn to the man next to me for confirmation, even when I’m the expert. It’s a reminder of the ingrained biases that persist, but I’m grateful for the male colleagues who often redirect the questions back to me.

Advice for Women Breaking into Rental

For women looking to break into the rental industry, confidence is key. A strong resume and willingness to learn will go a long way. The industry is evolving, and women are playing a significant role in shaping its future.

Advice for Rental Businesses

For rental stores, the advice is clear: don’t overlook women. Women make up half of your potential customers and employees, and there are simple things you can do to attract and engage them. Consider offering weekend workshops on your equipment and services. Many women want to learn but may have been told for too long that this industry isn’t for them. Be the business that changes that narrative.

A Message for Women Already in Rental

To the women already in rental: keep pushing forward. We shouldn’t have to work harder to prove ourselves, but until things change, let’s continue supporting each other and paving the way for future generations.

The rental industry may still be grappling with some age-old challenges, but women like Mary and me are proof that progress is being made. Through persistence, innovation, and the willingness to break down barriers, we’re not just surviving in this industry—we’re thriving. For the women considering a career in rental, now is the perfect time to step in, make an impact, and be part of the change.

Conclusion

Event rental software is a game-changer when it comes to enhancing customer experience and driving repeat business. From online booking and flexible payment options to automated reminders and seamless communication, these tools streamline processes and create a hassle-free experience for your clients. When customers have a positive, easy, and memorable rental experience, they are more likely to return for future events and leave glowing reviews. Investing in the right event rental software helps build trust, increases customer loyalty, and positions your business as a reliable choice in the event rental industry.
handshake between two people.generative ai

Ready to level up your customer service? Schedule a demo with Alert today!

Share this post with Friends

Facebook
Twitter
LinkedIn
Feature Your Own Server Alert on the Cloud
Cost $5000+ plus ongoing IT costs Starting at $249/month for first 5 users
Backups Additional fees Secure backup and restoration service included
Safety Subject to fire, theft, vandalism Located in secure, professionally managed cloud hosting facility with data redundancy
Accessibility Need physical access or costly VPN Access from anywhere with provided software VPNs
Upgrades Upgraded after Alert on the Cloud clients First in line for Alert upgrades
Scalability More infrastructure investment Highly scalable; resources can be increased or decreased on demand
Maintenance Requires in-house IT staff for upgrades Maintenance provided
Data Control Full control, but more risk assumed Hosting company handles security and compliance issues
Performance Limited by the capacity of local infrastructure Performance can depend on internet speed
Your Own Server Alert on the Cloud
Cost $5000+ plus ongoing IT costs Starting at $249/month for first 5 users
Backups Additional fees Secure backup and restoration service included
Features Alert offers a fully featured product at every level. Nothing "Lite"
Credit Card Processing Use our preferred vendors to save money—or use your own preferred vendor!
Windows Yes
Linux Yes
SaaS Yes
Support Accessibility US-based support available—by people you know
User Conference Alert's Users Conference was the first in the industry and meets annually for the past 40 years. Alert users drive our software development.
Flexibility We help improve your processes and work with you to create custom solutions for your rental software
Performance Limited by the capacity of local infrastructure Performance can depend on internet speed

Support request

5 reasons why:

Sharing your rental rates will actually increase your sales.

Find out exactly why Alert’s rates are public on our website and how transparent pricing for your own customers can lead to more sales with our free download.