Regional heavy equipment Target Midland and Odessa TX-based construction players with vehicle fleet growth, focusing on new and late model used Caterpillar equipment and rental services to capture their equipment refresh and project ramp-up needs.

Rentals revenue driver Prioritize rental solutions alongside sales to position Roper Inc as a flexible procurement partner for project spikes, seasonal demand, and customers seeking lower upfront costs.

SMB to mid-market Leverage the small business scale combined with high service expectations to upsell maintenance contracts, spare parts subscriptions, and on-site support packages for consistent revenue.

Digital presence Enhance online marketing and lead capture using existing tech stack knowledge (AWS, Nginx, Piwik analytics) to better track inquiries, optimize conversion, and target regional contractors in Texas.

Strategic partnerships Explore collaborations with local construction service providers and rental integrators to expand equipment reach, cross-sell opportunities, and establish the firm as a preferred supplier for used and new heavy equipment.