Construction Business Review

Northwest Excavating
A Generational Legacy of Operated Equipment Rentals

Robert Groff, Northwest Excavating | Construction Business Review | Construction Equipment Rental Company of the YearRobert Groff, CEO
Established in 1959, Northwest Excavating is Southern California's leader in operated equipment rentals, upholding a legacy that spans three generations. Founded by CEO Robert Groff's grandfather and father—renowned industry legends—the company is distinguished by its blend of family values, focus on care, quality and years of specialized experience in grading operations.

This ethos is deeply ingrained in every facet of the organization, from the equipment and administration to the mechanics. Today, the company offers top-tier equipment and professional operators, serving regional contractors.

Commitment to Quality and Client Centricity

Northwest Excavating is characterized by its diverse equipment roster, which includes the latest high-quality machinery, from D8T dozers to 623G scrapers to wheel loaders, with different sizes in each category. Every piece of equipment is CARB compliant, meeting California's stringent off-road exhaust regulations.

  • We have restructured our rental division to operate hourly instead of through job bidding, which has improved its responsiveness to market demands

In addition, to enhance operational precision, the company utilizes advanced GPS and laser technology for pre-guided operations. All dozers are fitted with slope boards to handle the common slope work required throughout California effectively.

The quality of Northwest Excavating's support equipment is a defining feature of the company in the industry. Clients receive their new, CARB-compliant earth-moving equipment transported on a state-of-the-art Peterbilt low-bed trailer, ensuring safety and efficiency. The operator arrives at the job site in a brand-new Dodge half-ton pickup truck, equipped with fueling capabilities to enhance service readiness and efficiency.

Complementing Northwest Excavating's state-of-the-art equipment is its customer-centric outlook. “We approach each project with a focus on our clients' goals, equipping them with the necessary tools and expertise to turn their vision into reality and ensure their success,” says Groff.

The firm's enduring relationships with numerous clients exemplify the significant trust and reliability the company has cultivated over time. For instance, its longtime client, one of the nation's leading civil contractors, has been a long-standing client due to its confidence in the company's expertise in the field and the office. This is representative of Northwest Excavating's broader client base, which values its commitment to excellence and relies on its services for their ongoing needs.

The firm is committed to achieving the widest reach in the market—a challenge adeptly managed by Richard Marshall, Rental Sales at Northwest Excavating, who has been with the company for 20 years. His extensive experience and deep understanding of client relationships, coupled with his knowledge of the scope of work provided by the company, play a crucial role in addressing and fulfilling client needs. His expertise ensures that the company maintains a significant market presence while effectively meeting the evolving requirements of its clients.

Versatility of its Service Offerings

Northwest Excavating showcases its adaptability by offering various services customized to meet the specific needs of its clients. “We have restructured our rental division to operate hourly instead of through job bidding, which has improved its responsiveness to market demands,” says Groff.

Similarly, the firm has strategically adjusted its equipment lineup, transitioning from track loaders to excavators in response to evolving market trends. This proactive versatility ensures that Northwest Excavating remains closely aligned with industry needs and continues to provide the most relevant and effective solutions to its clients.

We approach each project with a focus on our clients' goals, equipping them with the necessary tools and expertise to turn their vision into reality and ensure their success

In one instance, the company successfully supported a housing development project in Santa Clarita Valley by establishing a strong partnership with the developer. Northwest Excavating became the developer's dedicated grading contractor, supplying multiple pieces of equipment daily to manage the grading requirements effectively.

Since its establishment, the company has achieved considerable success, and its team has played a significant role in Northwest Excavating's growth.

The experience and expertise of the company's team have proved crucial in understanding and addressing the pain points of its clients. Its team members have been with the organization for decades—including the general manager with 30 years, the office manager with 18 years, the salesperson with 20 years, and the mechanics with over 20 years of service. In addition, gaining knowledge from an industry legend like Groff's father, who began his career here in 1959 and remained with the company until 2018, provides the firm with a significant advantage. The long-standing tenure of these professionals provides a deep, nuanced understanding of the industry, giving Northwest Excavating a discernable competitive edge.

The firm has consistently served as a boutique service provider in the operated equipment rental industry, achieving steady growth that aligns closely with the Southern California market. This tailored approach enables the company to deliver specialized, high-quality service to its regional clientele. Looking ahead, Northwest Excavating anticipates that upcoming development opportunities will arise from various factors, such as infrastructure bills, new housing projects, lower interest rates, and decreasing inflation. By carefully monitoring these economic and legislative trends, the company aims to strategically capitalize on these opportunities, maximizing its market presence and sustaining its growth trajectory.