“I’ve always kind of avoided franchises. I looked into this one and it ticked all my boxes.”
Diggermate franchise owner interview
Reviewed by Michael Watkins, Founder
Published 26 June 2026 · Last reviewed 11 July 2026
If you are thinking about starting a mini excavator hire business, there are two main paths.
You can buy a machine, build your own brand, create your own systems and try to win customers from scratch. Or you can join a franchise model like Diggermate, where the equipment hire business still needs local effort, but the brand, systems, marketing infrastructure and support are already built around you.
This article is not about saying one path is right for everyone. Some people should start independently. Others are better suited to a franchise system. The important thing is understanding what you are really comparing.
It is not just a machine versus a franchise fee
A common mistake is comparing only the cost of buying a machine with the cost of joining a franchise.
That is too shallow.
A mini excavator hire business needs more than a machine. It needs customers, a website, local search visibility, booking systems, waivers, payment processes, insurance, Google reviews, lead follow-up, repeat trade relationships, landing pages, campaign assets, reporting and a way to keep improving over time.
If you start alone, you still need to create or buy all of that. If you join Diggermate, you are stepping into a system where much of that infrastructure already exists.
The hidden cost of starting alone
Starting independently can look cheaper at first. You may avoid a franchise fee, but you still need to build the business engine around the machine.
That usually means working out:
- What brand name and positioning to use.
- How to build a website that converts local hire customers.
- How to rank in Google for local equipment hire searches.
- How to run Google Ads and Meta campaigns without wasting budget.
- How to create landing pages, ad copy, creative and follow-up systems.
- How to request and manage Google reviews.
- How to take bookings, payments, waivers and customer details.
- How to build repeat trade relationships.
- How to know which marketing activity is working.
None of those jobs are impossible. But they take time, money, testing and mistakes. For a solo operator, the risk is not only the cost of the machine. It is the cost of learning everything else the hard way.
The agency-level marketing system most solo operators underestimate
One of the biggest differences between starting alone and joining Diggermate is the marketing infrastructure sitting behind the business.
A solo operator usually has to build everything from scratch: SEO strategy, Google Ads, Meta campaigns, copywriting, landing pages, creative, design, website development, video editing, tracking, reporting, automation and AI/search optimisation.
To replicate that properly, you would normally need access to skills similar to an SEO manager, PPC manager, copywriter, graphic designer, marketing strategist, website developer, video editor and AI systems engineer. That kind of agency-level support can cost upwards of $15,000 per month if a business tries to buy it externally.
Diggermate franchisees step into a system that has been built and tested over time. The network has around 10 years of customer, enquiry, booking and website data that can help inform Google and Meta campaign optimisation. That data does not guarantee cheaper leads, but it gives the marketing team a stronger base to work from than a brand-new operator starting with a blank ad account, blank website and no historical signals.
The same applies to campaign assets. Diggermate already has proven campaign wireframes, creative angles, copy, landing pages, local pages, customer follow-up systems and reporting processes. The team is also watching changes in AI search, Google, Meta and customer behaviour, then turning those changes into practical updates for the network.
SEO is another compounding advantage. Diggermate has been building website authority for around 10 years, with hundreds of website pages across locations, machines, services, FAQs and customer stories. In many relevant searches, the brand already has established visibility, including number one rankings and multiple page-one positions for some equipment-hire terms. A new independent operator has to build that authority from zero.
Locally owned, nationally supported
The strongest difference is not simply franchise versus independent. It is locally owned, nationally supported versus locally owned and completely alone.
A Diggermate franchise owner still runs the local business. They answer customers, manage the equipment, maintain the machines, build relationships and protect their local reputation.
The difference is that they do that with national brand support, local pages, marketing systems, supplier relationships, operating processes, review support, training and a network of other owners behind them.
That matters because equipment hire is local. Tradies, builders, landscapers, plumbers, electricians, acreage owners and DIY customers still want someone practical and reliable in their area. The national system helps create awareness and structure. The local owner turns that into trust, bookings and repeat work.
Why repeat trade customers matter
A solo operator can win customers one at a time, but the stronger opportunity is building repeat trade demand.
Plumbers, electricians, landscapers, builders, property maintenance businesses and small contractors may need equipment again and again. These customers are valuable because they can turn one hire into an ongoing relationship.
Diggermate supports that through local database activity, email and SMS, review requests, Dream 10 outreach, reporting and practical local marketing habits. The owner still has to build the relationships, but they are not starting with a blank page.
What Diggermate helps shortcut
Joining Diggermate does not remove the work of running a business. It does help shortcut many of the pieces an independent operator would need to create alone.
That includes:
- Brand positioning and market recognition.
- Local website pages and SEO infrastructure.
- Google Ads and Meta campaign knowledge.
- Campaign wireframes, creative angles, copy and landing pages.
- Booking, waiver and customer communication systems.
- Google review processes and local reputation support.
- Supplier and equipment relationships.
- Training, operating support and knowledge resources.
- Reporting and marketing accountability.
- A wider franchisee network to learn from.
The owner still needs to respond quickly, look after customers, keep machines ready, build local relationships and follow the system. The point is that they are not trying to invent the whole operating and marketing model from scratch.
Diggermate vs starting alone
| Area | Start independently | Diggermate |
|---|---|---|
| Brand | Create your own name, positioning and trust. | Use an established national brand with local ownership. |
| Website and SEO | Build authority, pages and rankings from zero. | Leverage years of website authority, local pages and SEO infrastructure. |
| Paid ads | Test Google and Meta campaigns yourself or pay an agency. | Use existing campaign knowledge, data, wireframes and reporting processes. |
| Creative and copy | Create ads, landing pages, offers and follow-up from scratch. | Access proven campaign angles, copy, creatives and landing-page systems. |
| Bookings and admin | Choose and connect systems yourself. | Use established booking, waiver, payment and customer communication processes. |
| Reviews and local proof | Build social proof from zero. | Use review processes and a brand customers can already recognise. |
| Support | Work it out alone or pay advisers. | Access training, support, systems and a wider franchise network. |
Who should start alone?
Starting independently may suit someone who already has strong marketing skills, local demand, equipment knowledge, systems experience and the patience to build everything themselves.
It may also suit someone who wants full control and is comfortable testing, failing, fixing and funding the learning curve.
If you enjoy building every part of a business from scratch, independent ownership may be the right path.
Who should consider Diggermate?
Diggermate may suit someone who wants to own and operate a local equipment hire business, but does not want to build the brand, marketing engine, website infrastructure, systems and support network from zero.
It may suit people who are practical, customer-focused and willing to follow a proven system while still putting in the local work.
It will not suit someone looking for passive income, guaranteed results or a business they can ignore. The owner still matters.
Frequently Asked Questions
Yes. You can start independently if you are prepared to organise the equipment, website, ads, SEO, booking systems, waivers, insurance, payment tools, supplier relationships, reviews and local marketing yourself. The trade-off is full control versus building every system from scratch.
No. Buying a machine gives you an asset, not a complete hire business. You still need demand, a booking process, compliance, payments, insurance, maintenance, customer service, reviews, repeat customers and a way to stay visible locally.
A solo operator would need to build or buy SEO, Google Ads, Meta campaigns, copywriting, creative, landing pages, tracking, reporting, automation, video, website development and AI/search optimisation. Diggermate already has years of customer data, website authority, campaign wireframes, creative, copy, landing pages and marketing systems that franchisees can plug into. Results are not guaranteed, but the starting point is very different from launching alone with no data, no authority and no tested campaign assets.
For many operators, the hardest part is not buying equipment. It is creating consistent demand, answering enquiries quickly, converting jobs, winning repeat trade customers, collecting reviews and keeping the machine hired often enough to justify the investment.
Buyers often choose a franchise because they want brand support, local pages, marketing systems, training, supplier relationships, booking processes, operating guidance, review support and a network behind them. They still own and operate locally, but they are not starting alone.
Yes. Diggermate provides the brand, systems, campaigns and support, but the local owner still needs to answer quickly, build relationships, ask for reviews, work the Dream 10 list and become known in the territory.
No. Diggermate suits people who want to follow a system, look after equipment, serve customers, build local relationships and grow a territory. It will not suit someone who wants a passive investment or refuses to work inside proven processes.
No. Diggermate does not guarantee bookings, revenue, profit or resale value. Results depend on local demand, equipment, pricing, service, owner effort, response speed, relationships, competition and how well the owner follows the system.
Compare Your Options
There is no single right way to start a machinery hire business.
Some people choose to build everything independently. Others prefer to start with established systems, marketing infrastructure and ongoing support.
The most important thing is understanding the trade-offs involved in each approach and deciding which path best aligns with your goals.
If you are considering whether Diggermate is the right fit for you, the next step is to join the next webinar and continue your research.
If you are comparing Diggermate with starting your own mini excavator hire business, these related resources may help you understand the systems, support and setup behind the franchise model:
