Rollins Inc (ROL) 2014 Q4 法說會逐字稿

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  • Operator

  • Good morning, and welcome to this Rollins, Inc. fourth-quarter earnings conference call. Today's call is being recorded. (Operator Instructions).

  • I would now like to introduce your host for today's call, Miss Marilynn Meek. Miss Meek, you may begin.

  • Marilynn Meek - IR

  • Thank you. By now, you should have all received a copy of the press release. However, if anyone is missing a copy and would like to receive one, please contact our office at 212-827-3746, and we will send you a release and make sure you are on the Company's distribution list. There will be a replay of the call which will begin one hour after the call and run for one week. The replay can be accessed by dialing 1-888-203-1112, with the passcode 820-3851. Additionally, the call is being webcast at www.viavid.com, and a replay will be available for 90 days.

  • On the line with me today is Gary Rollins, Vice Chairman and Chief Executive Officer; and Harry Cynkus, Senior Vice President, Chief Financial Officer, and Treasurer. Management will make some opening remarks and then we'll open up the line for questions.

  • Gary, would you like to begin?

  • Gary Rollins - Vice Chairman and CEO

  • Yes. Thank you, Marilynn. Good morning. We appreciate all of you joining us for our fourth-quarter and year-end 2014 conference call.

  • Harry will read our forward-looking statement and disclaimer, and then we'll begin.

  • Harry Cynkus - SVP, CFO, and Treasurer

  • Our earnings release discusses our business outlook and contains certain forward-looking statements. These particular forward-looking statements, and all other statements that have been made on this call, excluding historical facts, are subject to a number of risks and uncertainties, and actual risks may differ materially from any statement we make today. Please refer to today's press release and our SEC filings, including the risk factors section of our Form 10-K for the year ended December 31, 2013, for more information, and the risk factors that could cause actual results to differ.

  • Gary Rollins - Vice Chairman and CEO

  • Thank you, Harry. We're very pleased to have achieved record revenues and profit for both our fourth quarter and the full year 2014. This marks our 17th consecutive year of increasing revenues and operating profit. For the quarter, revenue grew 5.9% to approximately $344 million compared to almost $325 million in the last year's fourth quarter. Net income increased 7% to approximately $30 million, with EPS of $0.21 per diluted share, compared to $28 million or $0.19 per diluted share for the fourth quarter of 2013.

  • All of our business lines experienced good growth during the quarter, with residential pest control up 5.5%, commercial pest control grew 6.5%, and termite rose 7.4%. We were also pleased to have achieved margin improvement across our US family of brands, which include Orkin, HomeTeam, Western Pest Control, IFC, Trutech, Waltham, and Crane. Revenues for the full year rose 5.5% to over $1.4 billion compared to revenues of approximately $1.3 billion for 2013. Net income grew 11.9% to $136.7 million compared to net income of $123.3 million for the same period last year.

  • Our bedbug business ended the year at a record high, having grown 18% to nearly $64 million for the full year. Even as national bedbug media attention has lessened, this pest continues to be a growing threat wherever people congregate: theaters, hotels, airplanes, schools, hospitals, retirement homes, apartment complexes, residence, and so on. Bedbugs are quite prolific. We believe that this ancillary service will continue to contribute to our growth for some time.

  • We also increased demand for our mosquito service, which continues to be an important contributor to our ancillary service segment. As we've discussed in the past, ancillary business is very important to us, as it provides us the opportunity to introduce our other residential and commercial pest control services to those homeowners and businesses who have not been a customer.

  • I would be remiss if I didn't recognize that what we accomplished in 2014 is a result of the contributions that our 11,000 employees make every day. They are responsible for executing our programs, while enabling us to achieve continuous improvement in all that we do. This commitment was reflected in our attaining customer satisfaction improvement across all brands. As I have shared, we track this area by our net promoter scores, which once again improved overall. These climbing scores are an indication of the success we're having in meeting, and often exceeding, our customers' expectations.

  • It's not enough to just gain new customers, but we must work equally hard to have long-term relationships with them. As I mentioned on our last call, our analytics team has identified several opportunities to help improve customer retention. We're market-testing these this year, which should help ensure that 2015 will be another year of both improving customer satisfaction as well as retention.

  • Employee retention is equally important to us. One of the most important components of customer loyalty is the relationship that they have with the technician who services their home or business. These men and women are the face of Rollins to our customers. We take this relationship very seriously. Our techs continue to benefit from our industry-leading training, which enables them to perform their service tasks more efficiently and effectively.

  • 2014 was a positive year for acquisitions, as we invested approximately $80 million in cash or stock. Our three largest acquisitions were Allpest and Statewide, both in Australia; and PermaTreat, based in northern Virginia. The outlook for additional acquisitions this year is good, as many owners are concerned about the long-term impact of Obamacare, and the growing importance of one having a strong Internet presence, which, by the way, is very difficult for the smaller companies to achieve. Given these factors, we believe that a number of companies will be looking to sell their business in the future. To take advantage of this situation, we are increasing our prospecting activities.

  • We were very successful in 2014 in growing our international franchise network, which at the end of the year stood at 37, having added a record 14 franchises worldwide last year. These new franchises are spread across Latin and South America, the Middle East, the Caribbean, and Asia, and all will be benefiting from the world's number-one brand in pest control, Orkin. We're confident that we will continue to add to this growing list of locations this year. In fact, this month we added India, headquartered in Bangalore, as well as three other cities.

  • We are very aware of the sacrifices that the men and women of the armed services make on our behalf. Last year we became engaged, along with others, by participating in the Joining Forces initiative. This initiative is directed to help our returning service people find jobs as they move forward with their civilian lives. Facilitating this effort are the Orkin, HomeTeam, and Western career websites. Each of these brands has a separate Internet page dedicated to recruiting veterans. This medium allows the candidate easy access in applying for jobs within different position categories, including service, sales, and management.

  • We're also supporting reservists and military spouses through our partnerships with employers in support of Guard and Reserve, and the Military Spouse Employment Partnership. All of these endeavors benefit our servicemen and women while improving the makeup of our employee teams. We have a goal to hire over 1,000 of these veterans over the next few years. To date, we are more than halfway there, as we have hired and integrated into the Company 546 individuals.

  • Let me give you a quick update on HomeTeam. This past year, they installed 87,000 tubes in the wall, up 5.5% over the previous year, and in line with our expectations. We've established a call center in Raleigh, North Carolina, to assist our branches with their activation objectives. With the economy improving, we are optimistic that both installs and activations by new customers will improve in 2015.

  • Let me wrap up by noting that we are on target with our plan to roll out our new CRM branch operating system, and now have 74 branches on the system. We are particularly satisfied with how this rollout has gone, and the following improvement in productivity and other business metrics. We are continuing with our next round of rollouts. For the first quarter, we are targeting 35 locations. But like any change of this magnitude, we have plenty of work ahead.

  • We enter 2015 as we do each new year: grateful for what we've achieved and excited about our plans for the upcoming year. Rollins is blessed to be in a business that has a never-ending supply of opportunities. Protecting peoples' health and property is a noble and financially beneficial mission. We remain thankful for our customers, our dedicated employees, and our shareholders, all of which have an essential role in what we do and what we achieve. We look forward to sharing our progress with you in the first quarter.

  • And I'll now turn the call over to Harry.

  • Harry Cynkus - SVP, CFO, and Treasurer

  • Thank you, Gary. Good day, mates, and thank you all for joining us on the call. I'm still reminded of our 2014 Australian acquisition that we're most proud of. One never gets tired of putting another record year in the books, and it now makes it the 35th consecutive quarter of improved earning results. I don't think Oscar Wilde was thinking of us when he said, consistency is the hallmark of the unimaginative. It's more like what Roger Staubach said: in any team sport, the best teams have consistency and chemistry. It's through the combined efforts of all our team members that have pulled together, working together, that has allowed us to consistently perform, growing our business, and improving profitability.

  • Let's talk about the quarter's performance. Today we reported revenues of $344 million, representing 5.9% revenue growth. Income before income taxes rose 13%. But due to a less favorable income tax rate in 2014, net income increased 7% to $29.9 million, or $0.21 per diluted share, compared to $28 million or $0.19 per diluted share for the same period in 2013.

  • If Congress ever passes corporate tax reform, reducing the effective tax rate by closing loopholes, there will be winners and losers. Rollins will be on the winning side of that ledger, there being very few tax breaks that we get to take advantage of. One can only dream.

  • Year-to-date revenue is $1.412 billion, a 5.5% increase. Net income for the full year has increased 11.6%, another year of growing net income at 10% or better, to $137.7 million or $0.94 per diluted share, with EBITDA coming in at $263 million.

  • I'm sure many of you saw the headlines: 2014 breaks heat record, challenging global warming skeptics. I read that, and my heart sank. I always thought global warming was going to be good for the pest control business. Well, if you went out to look at the pretty, multicolored heat map included, much of the US was actually cooler, with the exception of the far western US last year, with pretty much only the Pacific regions experiencing any significant, above-average temperature. Interestingly, that was the area of the country that we saw the best growth in demand. Bottom line: global warming should help pest control; however, not this year.

  • Last quarter, we talked about the great September and the positive pest control lead growth trending, continuing into October. Well, it turns out, we saw a positive growth in demand for both residential and commercial throughout the quarter, and continuing right now into January. Fundamentals that drive our revenue -- leads, pricing, closure -- all remain strong, and improved in the quarter.

  • Let's get deeper into the results. This quarter, we have seen 5.9% revenue growth among all brands and all service lines. We saw good growth in our commercial pest control business, with revenues up 5.9%. Residential pest control was up 5.5%, while our termite service line was up 7.4%, favorably impacted by our recent acquisitions, including Allpest, Statewide, and PermaTreat. Acquisitions accounted for approximately 2.4% of our overall growth.

  • Our Canadian operation, which does around 7% of our Company's revenue, had good organic growth. However, their weakening currency impacted our growth this quarter, costing us 0.6%. With last week's rate cut by the Bank of Canada, the Canadian dollar dropped to -- I think it was another nickel -- to $0.81, the lowest level in nearly 6 years. If it continues at that rate, it could dent our growth 0.7% next year.

  • We love the business in Canada. Orkin Canada has been a great contributor to our growth and profitability over the years, and the stronger US dollar just makes for an even better case to reinvest in Canada. Once we start running against last year's number in Q1, Australia will have some additional drag, but it's a much smaller piece of our business to date.

  • Let's look at the service lines that make up our business. Commercial pest control, which makes up 42% of our business, was up 5.9%; 6.5%, excluding fumigation. We saw strong growth and performance from our national account sales team, a good way to close out the year. Thanks, guys and gals.

  • The impact of the currency exchange was reflected almost exclusively in our commercial business, as most of Canada's business is commercial. Domestically, excluding acquisition and exchange variation, commercial was up 4.8%.

  • Our residential pest control continues to shine, growing 5.5% for the quarter, representing 41% of our business. The beauty of our business model is recurring revenue. Our business, with its strong recurring revenue, has been compared to a subscription business that doesn't have an expiration date. When you add the growth in our customer base last year, and continuing inelasticity, it gives us comfort heading into 2015.

  • Gary has already touched on improving customer satisfaction scores, which translated into improved retention rates for our commercial business. In fact, retention may have been the best-ever for the quarter, and year overall. But it didn't translate as well into our residential pest control, which was off a tad. In accounting lingo, a tad is not much. But it didn't improve, so we're not satisfied. Actually, we're a little puzzled by it, and are breaking it down by the short-, mid-, and long-term customers to gain some insights and make sure we're taking the right steps to see it improve next year.

  • Our termite and ancillary services grew 7.4%, and represents almost 17% of revenue. The 7.4% was certainly helped by the acquisitions. The fourth quarter is never a big selling season for termite, but we grew a respectable 2.4%, excluding the acquisitions. Fortunately, improved closure and pricing continued to result in greater sales dollars despite the decrease in demand that we experienced.

  • Gary has already given you the numbers on bedbugs, but I'd like to point out to those who might have missed Orkin's press release earlier this month, we announced that Chicago heads our top 50 bedbug cities list for the third year in a row. Not sure what it is with Ohio, but four out of the top 10 cities are in Ohio. Do a lot of people from Ohio spend time in Chicago? Anyway, many of you on this call are in New York City, and you may take solace in knowing New York City fell one place, to 18th.

  • Gross margins for the quarter increased to 49.1% versus 48.5% in the prior year's fourth quarter, due primarily to favorable healthcare costs and casualty claim development, while maintaining good cost controls across most spending categories.

  • Depreciation and amortization expense for the quarter increased $1.4 million, totaling $11.3 million. Depreciation was $5.3 million. The larger piece of the depreciation and amortization continues to be the amortization of acquired customer contracts, totaling $6 million for the quarter, $26.9 million for the full year. This represents a significant after-tax charge of $0.12 this year.

  • When we do pest control acquisitions, there are seldom any significant hard assets on the balance sheet; and, as a result, most of the valuation ends up being classified as customer contracts, intangibles, and other intangible assets. We currently carry $133.5 million of such from acquisitions on our balance sheet.

  • With additional acquisitions ongoing in the future, and current amortization running approximately $27 million a year, we will have more than a few more years of this expense flowing through the P&L. We see little risk in possible impairment charges. All of the businesses we have acquired have grown as we continue to write down the value of the customer contracts recognized at the time of the acquisition, while fully expensing the cost of any new customer acquisitions.

  • While we're on the subject of non-cash charges running through our P&L, we have nearly $11 million this year in stock-based compensation, which represents a $0.05 charge to earnings as well.

  • Sales, general, administrative expenses for the fourth quarter increased $4.9 million or 4.6% to 32.4% of revenues, decreasing from 32.8% for the fourth quarter ended December 31. The decrease in margin percent is due to reductions made in administrative salaries, reflecting realignment of some of our operations and cost containment programs. These were initiated at the corporate office late last year, as well as some additional expense reduction related to last year's advertising test, which did not reoccur this year.

  • We didn't catch as many breaks on our provision for income taxes as we did last year when we enjoyed a 32.1% rate in the fourth quarter. This year we came in at 35.7% for the quarter; 37.4% for the full year; and we expect it to run around 37.7% for next year, barring any of the Congressional actions, which I won't comment further on.

  • As consistent as we perform, each quarter and every year has its own set of challenges and opportunities. This quarter was no exception. One challenge was having to overcome the impact from the implementation of our CRM branch operating system.

  • As Gary has already pointed out, we were very pleasantly surprised that in the initial branches where it has been implemented, we have seen negligible negative impact. And in some branches, we actually saw positive results in the first month of implementation. Keep in mind that conversions of this magnitude don't happen without additional out-of-pocket initial costs to our normal operating costs.

  • In this quarter, we had to deal with higher implementation costs, primarily trainers and travel, along with the related depreciation expense for the first time. Combined, it cost us approximately $2.5 million, $0.01, and a $1.7 million increase over last year's run rate. I point it out this quarter, as these items will continue to impact us significantly next year, as well. We are investing in the future of Rollins and all of its pest control brands.

  • As a situation we benefited from, on the other hand, was the lower fuel prices at the end of the quarter, helping us to the tune of approximately $500,000. Please note, we experience a one month's lag on each month's actual gas usage due to normal delays in receiving the bill and processing time. November's usage was recorded in December. And in January, we will see December's charges. Approximately 80% of the savings is reflected in [CSP], with 20% in SG&A.

  • Let's talk briefly about 2015. Next year, fuel is an obvious opportunity, as we will continue to benefit from the 650,000 to 800,000-plus gallons of fuel purchased each month until oil prices rebound. We don't hedge, so we will see the changes in fuel prices pretty much the following month, which is nice when prices are falling and you have no expensive hedges to write off.

  • But there are always challenges, and we will have to deal with the impact of the exchange rates, which we have already discussed. Healthcare -- how much medical inflation will we see next year? The largest challenge, though, will be the implementation and rollout of our CRM branch operating system.

  • As CFO, I must ask, will it continue to perform as it has? Will there be performance or system issues, as the number of branches that are online continue to expand? Have we incorporated all of the subtle differences that may exist in different parts of the country? Let's not forget the additional cost with a full rollout as we press ahead. We estimate costs could approach $12 million in 2015, increasing $6 million over this year. Gary says I worry too much, and to spend that time working to make it happen. We have a history of investing in improving our business, and this will be no different.

  • Our guidance for next year, which shouldn't come as a surprise: financially, we can do better, and we're planning on it. As in the past, we continue to build on our solid foundation. Possessing a strong balance sheet and cash flows, Rollins continues to be financially strong. EBITDA reached almost $265 million. Net cash provided by operating activities grew nearly 20% to $195 million this year. With our strong cash flow, we continue to reinvest in the business. The number-one priority for our cash continues to be investing in what we know best: pest control, and only pest control.

  • We funded our $28 million in capital expenditures, and invested $63 million of our cash in acquisitions this year. With cash to spare, we returned $110 million to our shareholders through both our stock buyback and dividend programs. We bought just over 1 million shares of our common stock, and our authorization to purchase an additional 3.9 million shares. For the third consecutive year, the Board declared a special dividend, paid in the fourth quarter; this year, $0.10 per share, totaling $14 million.

  • We began the year with $118 million in the bank, and no debt; and ended the year, after all of our investments, with $108 million and no debt. Needless to say, we feel good about our financial condition as well as our future.

  • Last night we announced that the Board of Directors has approved a 3-for-2 stock split of the Company's common shares. This split will be affected by issuing one additional share of common stock for every two shares of common stock held. The additional shares will be distributed on March 10, 2015, to stockholders of record at the close of business on February 10, 2015.

  • In addition, the Company declared a regular cash dividend of $0.12 per share on March 10, 2015, to shareholders of record at the close of business February 10, 2015. The cash dividend will be paid on the pre-split shares, and represents a 14.3% increase over the prior quarterly dividend. This marks the 13th consecutive year the Board has increased our dividends by a minimum of 12% or greater.

  • Two weeks ago, we had our annual leadership meeting, with almost 150 of our top managers from all our operating companies. It's an amazing group of extraordinarily talented people, and everyone was enthusiastic and very positive about the plans we have for 2015. Our team is focused, and sees the wonderful opportunities we have before us.

  • Lastly, let me express our appreciation for a job well done to all the Rollins associates whose hard work and dedication are behind these outstanding results.

  • With that, I will now turn the call back over to Gary.

  • Gary Rollins - Vice Chairman and CEO

  • Thank you, Harry. I will now open up our call to your questions.

  • Operator

  • (Operator Instructions). Joe Box, KeyBanc Capital Markets.

  • Joe Box - Analyst

  • I wanted to also thank you for spreading some bedbug cheer this month. (multiple speakers) hotels after going through your training center, so appreciate that.

  • Gary Rollins - Vice Chairman and CEO

  • Be sure to put your clothes in a dryer when you get home.

  • Joe Box - Analyst

  • (laughter) That's a good suggestion. I also took your suggestion, and put them in the bathtub at the hotel. I know it's just inning one of the service suite rollout, but is there anything that you guys can share with us, early on, in terms of productivity gains? Or maybe even what some of your branches are saying about what they like most about the system, or what they like least about the system.

  • Harry Cynkus - SVP, CFO, and Treasurer

  • In terms of what they like, I think, most about the system -- and we get rave reviews, and people saying, when am I going to get it? -- is that the technicians have iPhones as opposed to heavy, bulky, handheld computers with a secondary phone and whatnot. So the iPhone has been a huge hit. I'd rather carry an iPhone than a -- I don't know what it was, a 3-, 4-pound handheld. So clearly for the technicians is they see it as a big win.

  • The administrative people in the office -- I'm surprised that they seem to miss, or don't miss, those green screens, that came in two-tone green. And they seem to be adapting real well to the multicolor Window-based screens that they now are dealing with.

  • Gary Rollins - Vice Chairman and CEO

  • They like the flexibility. Excuse me, Harry. They also like the flexibility. It's a lot easier to move a customer, to change their service time, which is necessary, because the customers are not always there on their predetermined service dates. So they can move them around, and doesn't take a lot of effort to do that.

  • I think the thing is just a lot quicker. They don't have to wait so long for the screen changes. We've really gotten good grades from the very beginning, even when there were many features that wasn't working exactly well. So the field has been very positive, as far as this conversion is concerned.

  • Productivity-wise, it's just too soon to tell. As Harry said, we've got some branches that have improved immediately, and I think those have been the later branches. We learned something through these conversions -- the best way to do it, the best way to do the training, the best way to do the pre-preparation. But we're very optimistic about improving the number of accounts that we can service each day.

  • Harry Cynkus - SVP, CFO, and Treasurer

  • Though I do want to point out, while we've seen productivity gains in some of the branches, they are modest, coming out of the box. And there's a lot of best practices, and we've talked about having -- besides having an implementation team, whether we [don't follows], and we don't know what's the best time frame; but to have productivity teams of follow up, and come back, and share best practice and whatnot. So, we're in the really early -- one thing we see, we see the productivity gains with the technicians. The administrative office, we're seeing higher overtime in the first month or two. We're seeing some drop-off in AR collection, so we're seeing some degradation in AR region, because --.

  • Gary Rollins - Vice Chairman and CEO

  • And that's the reason, frankly, because they're working on the conversion.

  • Harry Cynkus - SVP, CFO, and Treasurer

  • Yes.

  • Gary Rollins - Vice Chairman and CEO

  • So their time allocation changes. And one of the things that we're also looking at is, do we have a special collection team that supports that branch for the first two days -- excuse me, two months -- so we don't have that kind of deterioration?

  • Harry Cynkus - SVP, CFO, and Treasurer

  • But we -- I think the biggest thing we are surprised about is, going into this I think we were expecting to see some degradation for two, three months, before a branch snapped back and then started seeing gains. And we're just not seeing the losses or the problems coming out of the gate.

  • My biggest concern continues to -- as I think I listed, talked about on the call -- as you add more and more branches to the system, what's that do? Have we figured out how to keep the response time timely? Have we figured out all the little wrinkles that we'll see going to different parts of the country? But so far, so good, Joe.

  • Gary Rollins - Vice Chairman and CEO

  • You know, Harry, I spent most of my career proving you wrong, so Harry's very motivational.

  • Joe Box - Analyst

  • Well, I appreciate all the color there. Harry, earlier you talked about a $12 million spend on the rollout in 2015, which I think was an incremental $6 million year-over-year. Should we think about as that being a level load at $3 million per quarter? Or is there going to be a unique cadence with that spend?

  • Harry Cynkus - SVP, CFO, and Treasurer

  • No. I think it, at this point, is level. Because we are limited by the number of trainers we have as to how many branches we can do in a given month and quarter. So, we've loaded and trained and brought people to the level where we think we're going to be level throughout the year. I don't think -- unless we find some magic into the third quarter, where this is going so smooth, and if we doubled the implementers we can double the number of branches being implemented and speed up the getting across all of them.

  • Look, right now, the plan is to go at a pretty steady -- and it's probably going to average 10, 10-plus branches a month, some months more. We've identified some months to have a break in the schedule to catch our breath. And if we have to make some adjustments or some changes, it's built into the schedule.

  • Joe Box - Analyst

  • Great. Thanks for the time, guys.

  • Operator

  • Dan Dolev, Jefferies.

  • Dan Dolev - Analyst

  • So, question on the residential business. Your compares were somewhat easier in the fourth quarter for residential, I think about 150 basis points. And yet, if my numbers are correct, the acceleration, ex-M&A, is only about 10 basis points. Now, I think you mentioned you were not 100% happy with that.

  • Can you be a little bit more specific on what you think happened? And is there any reason to believe that the implementation of the CRM system had anything to do with that, at least on a short-term basis? Thank you.

  • Harry Cynkus - SVP, CFO, and Treasurer

  • No, the CRM -- we don't see it. That's a good thing to go back and look at it; see if our starts -- I don't think I've -- I think I missed tracking the number, starts and branches undergoing implementation, whether we --. But there's just not enough of them that should overall impact that.

  • The fourth quarter is always a tough quarter to predict. October was a great month. And then leads dropped off in November, and we said, okay, we need to hunker down; and, turn around, December picked up. So, certainly it gets real variable. January looks like it was doing real well, and then the Midwest and New England area got hit with a little snow, which I'm sure will slow us down a little in January.

  • Of course, a year ago, Gary and I were both sitting at home today doing this conference call because we got snowed out here in Atlanta. No, there's really nothing I can really specifically point at. I think, overall, we're happy with seeing the leads. Through the first six months of the year, we were seeing decreases. It picked up in the third quarter, and continued growing here in the fourth quarter. So, you need the leads to grow the business. And, overall, we feel good about it.

  • Dan Dolev - Analyst

  • Thanks. And then two more questions, one on HomeTeam. If I see this correctly, there's been an acceleration in the installs in Q4. Can you maybe (multiple speakers).

  • Harry Cynkus - SVP, CFO, and Treasurer

  • Yes, I don't have the numbers. But I think they were up 5% in Q4, where they had been up 4% in Q3. So, homebuilders -- the pace drops down considerably in the Q4. They tend not to start too many homes late in the year, and carry inventory across. But sentiments are strong. We are modeling that we think in our markets will see another possibly 4% or 5% increased installs next year over this year.

  • Gary Rollins - Vice Chairman and CEO

  • We had very good profit improvement in HomeTeam as a result of the reorganization that we initiated mid-year. So we'll get some of that this first half, but I think HomeTeam had a good year.

  • Dan Dolev - Analyst

  • Thank you. And last question, if I may ask, what is the rationale for this stock split? Why now?

  • Harry Cynkus - SVP, CFO, and Treasurer

  • Sure. Rollins has a long history of stock splits. And I think it's really driven by liquidity, having more shares available to trade in the market. Every time we've ever split the shares, we see the volume trade, and make it easier for people to get in or get out of the market. We're feeling good about our business and, like I said, this is I think the fourth split in 15 years.

  • Gary Rollins - Vice Chairman and CEO

  • It seems to be working.

  • Harry Cynkus - SVP, CFO, and Treasurer

  • Yes.

  • Dan Dolev - Analyst

  • Got it. Thank you very much. I appreciate it.

  • Operator

  • (Operator Instructions). Joe Box, KeyBanc Capital Markets.

  • Joe Box - Analyst

  • Just one follow-up for you, Gary. In the release that came out this morning, you alluded to some strategic initiatives that you think could help with 2015 numbers. I'm just curious if there's anything that's new or different that maybe you could share with us.

  • Gary Rollins - Vice Chairman and CEO

  • I don't think that there's anything new, so much as that really learned a lot with our HomeSuite and BizSuite last year, and our EDS -- our sales management system. And we have worked out some of the bumps in the road that we had there, so we really are optimistic that we're going to get a lot bigger lift.

  • And then, from a marketing point of view, we've got things that we really can't talk about, but we plan to make some changes there. The analytics team, I guess, is a relatively new for us. I think that was mid-year. And they've come up with some very interesting plans and programs that we intend to test.

  • So some of our stuff is kind of secret that we can't talk about at this particular juncture. But, as always, I think that's one of the traits of the Company. I think that we have every year, we have programs that we feel will be very important to help us maintain our growth and our profitability.

  • Joe Box - Analyst

  • Got it, thank you.

  • Operator

  • And ladies and gentlemen, with no further questions in queue, I would like to turn the conference back over to management for any closing remarks.

  • Gary Rollins - Vice Chairman and CEO

  • Well, this has been an exciting year for our Company. We benefited from a great deal of enthusiasm and energy. We have maintained that enthusiasm going into this new year. We have great teams across all areas of our business who are focused on our goal to always get better, and be better. And I appreciate you joining us today. We look forward to visiting with you again in 2015. Thank you.

  • Operator

  • And ladies and gentlemen, we do appreciate your participation in today's conference. To have access to the replay, please dial 1-888-203-1112. That information will be available today after 12 Central, and will run until February 4, 12 PM Central time. Access code is a 820-3851. Once again, we do appreciate your participation. Have a great rest of your day. You may now disconnect.