Anthony Colucci
Analyst · B. Riley
Thanks, Ryan. Good afternoon, everyone, and thank you for your continued interest in Alta Equipment Group and our third quarter financial results. It's hard to believe that we're already on the doorstep of closing out our first fiscal year as a public company.
Before I start, I first want to address all of my teammates at Alta. The past 9 months have challenged us all, both professionally and personally and in ways we couldn't have dreamed of last year at this time. Through it all, furloughs, new health and safety protocols and through the tragic loss of a valued leader and friend, you've all stayed the course and I'm proud to be part of a like-minded group of people that stick together through times of adversity. On behalf of the senior leadership team, thank you.
Second, I want to welcome our new team members at Martin Implement and Howell Tractor in Chicagoland to the Alta family. I'm excited about the prospects of integrating your talents with our existing Volvo business in Illinois as we continue to invest in talent, infrastructure and OEM relationships in the strategic growth market for the company. Ryan, the senior leadership team and I look forward to earning your trust and embracing you into Alta's one-team culture.
My remarks today will focus on 3 areas: One, I'll be presenting the snapback in business activity that we realized in the third quarter and how that increased activity impacted our financial performance for the quarter. Specifically, I will focus my comments and analysis on a few sequential quarter-over-quarter metrics as the business emerge from COVID-related lockdowns in the second quarter. Second, I'll reiterate the structural benefits of our integrated dealership and rental business model. I'll be discussing our product support performance over the past 3 quarters and all those revenue streams provided steady cash flows throughout 2020 despite volatile business conditions. I also want to touch on our rental business, specifically utilization and its impact on year-over-year EBITDA. Lastly, I'll be discussing the balance sheet, our M&A and CapEx spend for the quarter, and the impact on our leverage and liquidity position at the end of Q3.
For the first portion of my prepared remarks, I'd like to present the positive snapback in business activity that manifested itself fully in the third quarter. It should be noted that there are some slides in our presentation, which was released prior to our call today, that presents this impact in greater detail than what I will discuss today. I'd encourage everyone on today's call to review our presentation and our 10-Q, which is available on our Investor Relations website at altaequipment.com. So let's dive in.
For those familiar with my remarks on our previous 2 earnings calls, recall that we have been keenly focused on demand for labor hours of our skilled technicians. This is a metric that provides real-time data on business levels in our various geographies and business segments. To quickly recap, in the middle of March, starting with the automotive shutdown in Southeast Michigan, we incurred what effectively was an abrupt 30% reduction in demand for labor hours across our service operation.
As mentioned on the second quarter call, as large portions of the economy began to reopen, we saw a pretty steep rebound at the end of the second quarter, which continued throughout Q3. Currently, demand for labor hours has returned to just under 100% of pre-COVID levels. This reversion to the norm in demand for labor hours led to an $11 million improvement or 19% increase in parts and service revenue in the third quarter when compared to the second. Important to note, we've held labor efficiency and, therefore, gross margin in our service department throughout 2020, which is a testament to our managers' ability to match supply of labor with demand on a real-time basis.
In previous quarters, I've spoken about our dealership revenue streams, particularly parts and service, as having dexterity in that we are able to maintain earnings on those revenue streams in varying macroeconomic climates. We've put this business model and our management team to the test in 2020, and we believe it's a test that we solidly passed. Specifically, organic parts and service business had EBITDA of $3.7 million, $4.2 million, $4 million in quarters 1, 2 and 3, respectively, despite having volatile swings in revenue. It's our opinion that Alta's product support cash flows are a key metric that management and investors can rely on throughout the economic cycle.
One item of note. In previous quarters, we've made special mention of the cost mitigation efforts we implemented in response to the decrease in business activity related to COVID. As business picked up and then stabilized in the third quarter, we relaxed and, in some instances, ceased those cost mitigation efforts. While we hope lockdowns and COVID's impact is behind us, we will continue to monitor business levels and are prepared to execute the same cost-cutting playbook should conditions dictate.
While our dealership model, specifically parts and service, has showed its value and dexterity throughout the year, our rental business has presented to be more challenging. While our rent-to-rent revenue was up $5.4 million on an organic basis versus the second quarter of 2020, the year-over-year trough has proven more difficult to dig out of, specifically when analyzing our utilization metrics. To provide some context, for the 6 months ended September 2020, on an organic basis, we've had, on average, $25 million to $30 million less equipment on rent than we did for the same 6-month period in 2019. Said in different way, whereas historically we've experienced 65% to 70% physical utilization, we've been realizing closer to 60% on average. To be clear, our rental revenue is up approximately $16 million year-over-year. It's the utilization on our fleet that has regressed.
Now how has that lack of organic utilization impacted EBITDA? All told, we've given up approximately $11 million in EBITDA year-to-date on an adjusted pro forma basis versus last year, and we estimate that roughly 65% of that shortfall is related to the rental business. With that in mind, we are certainly not alone when it comes to year-over-year utilization slippage as our 13% year-on-year reduction in rental revenue and physical utilization drop is consistent with the rental industry in general. Like others in the rental industry, we remain bullish on the long-term prospects related to the rental business.
We believe the investments we made in our fleet in 2020 position us well for the recovery. However, we also need to be prudent with our fleet size and scale our investment in rental fleet accordingly and in line with customer demand. Additionally, as I mentioned on previous calls, it's important to point out that our rental business represents just over half of Alta's EBITDA and highlights the diversity of our cash flow streams compared to the publicly traded rental houses as Alta benefits from the aforementioned product support revenue, whereas others most -- almost exclusively are tied to rental.
So real briefly, to recap the quarter from a profit-and-loss perspective, revenue, $221 million, with $71 million coming from the all-important parts and service departments, which is up approximately $15 million from the second quarter of 2020. Gross margins for the quarter in the dealership-related departments, new and used parts and service were in line with historical levels.
From an operating income perspective and looking into the segments, our industrial segment continues on its profitable growth path as that segment produced $4.2 million of operating income for the quarter. On the construction side, when adjusting for onetime expenses, we reported a loss of $2.9 million in operating income for the quarter. As stated previously, we continue to be bullish on the long-term prospects of our youthful construction segment. As it grows and realizes the benefit of a broader field population and with the recent investments we've made in Flagler, Martin and Howell, we expect profitability to grow in future periods. In summary, this led to an adjusted pro forma EBITDA result of approximately $22 million for the quarter, which is up slightly from the second quarter and off approximately $6 million when compared to last year.
A couple other -- a couple of other notable highlights that I believe position us well for the future and support some of the investments we've made. New and used equipment sales were up $5.3 million or 8.7% organically year-over-year as we look forward to future field population gains. This increase in sales was primarily driven by our construction segment's new and used equipment sales, which increased 30.5% on an organic basis year-over-year. Additionally, our construction segment's product support revenues have increased 15% year-over-year on an organic basis, a reflection of equipment sales of years past. And PeakLogix, our new design and build warehouse solutions and systems integration company, is off to a great start and has outperformed expectations on the bottom line thus far.
Moving on to the balance sheet and our capital profile at the end of Q3. Two key factors to discuss here: leverage and liquidity. First, liquidity. Recall that we closed the IPO with roughly $150 million in cash and revolving liquidity. Since the IPO in mid-February, we've acquired 3 and now a fourth strategic businesses using existing revolving liquidity, funded growth CapEx in our rental fleet and serviced the cash cost of our debt. As of the end of Q3, I'm happy to report that the business has the same level of liquidity that it had at the IPO or approximately $150 million. We believe that holding liquidity at $150 million -- at the $150 million level to be an impressive result and a reflection of our cash flow profile and strong collateral base which we'll use to fund these 3 important items without impacting the company's liquidity position. This is also a testament to how we thoughtfully positioned our capital structure and how we fund M&A.
On to leverage. While liquidity is a function of the value of our assets and our ability to cash flow and service revolving debt, leverage is a measure more directly tied to asset utilization. As mentioned, our rental fleet has been performing at suboptimal levels when compared to historic norms, which has impacted our leverage position at the end of the third quarter. There are 2 primary drivers for the increase in leverage: the negative impact on our adjusted pro forma EBITDA when compared to last year; and two, the aforementioned investments we've made on acquisitions in our rental fleet.
I'd like to comment on rental fleet for just a moment. First, recall that our rent-to-sell model, where we are selling lightly used, 2- and 3-year old heavy equipment out of our fleet to drive field population which in turn drives products and service revenue over the long term. I mentioned this because a large portion of this rental fleet was into the rent-to-sell product categories, which we know will generate profitable product support business for us in the coming years. Importantly and in line with historic norms, we also expect Q4 to be a strong rental disposal quarter. Lastly and importantly, rental fleet CapEx always precedes utilization in EBITDA, which, timing-wise, is a net negative for the company's current leverage profile.
As an example of how rental investment manifests itself over time, on our previous call, we made note of the rental fleet investment we've made in Florida. In recent months, our Florida construction rental business has produced approximately $400,000 more in rental revenue versus the months prior to that investment being made, and we expect that positive trend to continue. However, it will take at least a year for that investment to fully impact our trailing 12-month EBITDA figure and ultimately leverage.
So having discussed the details of Q3 and as I conclude my remarks, I'd like to turn your attention to some of our enterprise-wide pro forma trailing 12-month numbers. If we look back at our pre-COVID numbers on a pro forma basis, our business was producing approximately $94 million in EBITDA. As I mentioned, we are running about $11 million behind that number year-to-date. And I expect that variance versus last year, albeit more muted, to continue into the fourth quarter as well.
On the flip side of COVID's impact, we've invested heavily and we believe prudently throughout the year in 4 businesses that, under normal circumstances, we know have generated approximately $13 million in EBITDA per year. And as discussed, we've also made an investment in rental fleet that we expect to lead to future EBITDA in the future. As we leave 2020 behind and with an eye toward 2021, macroeconomic setbacks notwithstanding, we believe that we can regenerate the COVID-related EBITDA shortfall at a minimum and add additional EBITDA as we continue to cultivate field population and realize the synergies of the investments we've made in 2020.
In closing, I again want to thank all of my teammates also for your commitment to the business during what has been a year not soon to be forgotten. I have great faith in our proven business model, our leadership team and our vision for the future. To our investors, we appreciate the opportunity to be stewards of your capital and operate daily with your best interest in mind. Like many of you, I'm looking forward to that last digit on our calendars from -- changing from a 0 to a 1 in a few weeks. But in the meantime, I hope that each of you take some time to take inventory of the most important things in life over the next 2 months. I wish all of you and yours nothing but health and happiness this holiday season.
Thank you for your time, and I will turn the call back over to the operator for Q&A.