Building Trust, One Relationship at a Time: Meet Outside Sales Representative Cody Hoecherl

At Texas First Rentals, we know that relationships are at the heart of our business. And for Outside Sales Representative Cody Hoecherl, building those relationships — with customers, teammates, and the community — is both his proudest accomplishment and his daily motivation.

Cody has been with Texas First Rentals long enough to see firsthand what it means to be part of a team that does “whatever it takes” to deliver the best rental experience possible. But for him, the job is about more than equipment — it’s about trust. “I’m most proud of the relationships that I’ve built with my customers and my team,” he says. “Earning their trust and respect means a lot to me, and it motivates me to keep showing up and giving my best for all of them every day.”

That commitment shows up in the small moments, too — like when a customer takes the time to call and say thank you. “That might sound simple,” Cody shares, “but to me, that means we all did our part to deliver the best rental experience possible. My motivation every day is to outperform our competitors in everything we do, and here at Texas First I truly believe we are the best around.”

Cody’s approach to his work is grounded in {~Values Based Leadership~}[Values-Based Leadership], a cornerstone of our culture at Texas First Rentals. “I demonstrate commitment by showing up consistently for my team and our customers, following through on promises, and setting a clear example of reliability and integrity,” he says. For Cody, the company’s values are more than words — they’re principles that guide every decision. “They’re the foundation for building trust, staying accountable, and doing what’s right, even when it’s hard.”

Outside of work, Cody finds balance in a slower pace. Whether he’s tending to his bees, fishing, trail riding at the family hunting lease, or simply sitting in the driveway with his wife, Catlin, and watching their three children — Birdie (4), Goldie (2), and Red (2 months) — play, he makes the most of time spent with the people who matter most. “They keep life busy and fun,” he says. “And I love every minute of it.”

Through his dedication to his customers, his leadership on the team, and his unwavering commitment to doing what’s right, Cody exemplifies what Texas First Rentals is all about. He reminds us that at the end of the day, success is measured not just by the equipment we rent, but by the trust we earn — and the relationships we build — along the way.