Rollins Inc (ROL) fair value: what the stock is really worth
As of Nov 4, 2026: fair value (intrinsic value) of Rollins Inc stock $21.13, price $38.38, that is 44.9% below the price, quality 76 out of 100. Rating: strongly overvalued. Calculated from audited financials with 24 of our 26 valuation models and 37 quality factors, updated daily.
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Price vs Fair Value
White line = price, green steps = our fair value per fiscal year. As of Nov 5, 2026.
How to read this chart
60‑month range $27.21 – $64.87 · fair‑value band $15.11 – $26.90 · the $38.38 price screens above the $21.13 fair value. Green steps = our fair value per fiscal year (point-in-time, no hindsight). As of Nov 5, 2026.
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Rollins, Inc., through its subsidiaries, provides pest and wildlife control services and protection to residential and commercial customers in the United States and internationally.
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The company offers pest control services to residential properties protecting from common pests, including rodents, insects, and wildlife. It also provides workplace pest control solutions for customers across various end markets, such as healthcare, food service, and logistics.
In addition, the company offers termite protection and ancillary services for both residential and commercial customers. It serves clients directly, as well as through franchisee operations. The company was formerly known as Rollins Broadcasting, Inc and changed its name to Rollins, Inc. in 1965.
Rollins, Inc. was founded in 1901 and is headquartered in Atlanta, Georgia.
Stock analysis
Rollins Inc (ROL) currently trades at $38.38, while our model-based Fair Value estimate is $21.13, 45% below the price, so the stock looks overvalued today.
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Valuation
Bull case: the DCF Models group reads highest at a median of $23.98 per share, and 0 of the 24 models we run sit above the $38.38 price.
Bear case: the Earnings-Based group reads lowest at $7.86, and 24 of the 24 models stay below the price. Data coverage for this calculation is high.
Scenario range: $15.11 (bear) to $26.90 (bull), the price of $38.38 sits above it. Bear and bull are the same models on cautious and optimistic assumptions, a range, not a price target.
Quality & growth
The Quality Score stands at 76/100 (high quality), in the Consumer Cyclical sector.
Healthy Growth: Revenue growth appears healthy and is supported by profitability and cash-flow quality.
Rollins Inc reported revenue of $3.8B in FY2025 versus $2.4B in FY2021, a compound +11.6%/yr. Reported net income was $527M in FY2025, compounding +10.2%/yr from FY2021.
Key figures
Market cap $18.5B Large · P/E ratio 33.4 · P/S ratio 4.71 · EPS (TTM) $1.15 · Dividend yield 1.9% · Net margin 13.6% · Return on equity 37.0% · Return on assets (EBIT) 22.9%.
Competitive moat
Our AI-assisted moat analysis scores the competitive advantage at 77 out of 100 (low confidence).
What moves the price
The share trades about 41% below its 52-week high and 29% above its 52-week low, currently below its 200-day average.
For context, the median of 10 Consumer Cyclical peers we cover trades at 11% fair-value upside, at −45%, ROL screens richer than that median.
Fair Value models
Bear$15.11Fair Value $21.13Bull$26.90
Price $38.38 · Downside -44.9%
Model ⓘEach model values the company its own way (discounted cash flow, earnings, assets, dividends). The fair value above starts from their evidence-weighted blend, not from a single model. In cyclical trough or peak years, after dilution or a stock split it is adjusted afterwards, so it can sit above or below the models. Based on fiscal year 2025 figures (about 10 months old). Earnings retained since then ($0.3712 per share) are deliberately not added.Bear ⓘBear = the cautious scenario: the same model computed with conservative anchors (lower growth, margins and valuation multiples). Together with Bull it frames a plausible valuation range, not a price target.BaseBull ⓘBull = the optimistic scenario: the same model computed with favourable anchors (higher growth, margins and valuation multiples). Together with Bear it frames a plausible valuation range, not a price target. If a model's bull case is above four times its base value, the table shows that limit with a > sign (like the overall Bull above): beyond it no assumption holds.Coverage ⓘCoverage = how well-backed THIS model's estimate is for this stock (0–100): how complete and reliable its input data are, and how well the model fits the company. The final Fair Value is an evidence-weighted blend, so better-evidenced models count more. Green ≥70, amber 50–69, grey below 50.
In the last 6 months, no officer or director bought or sold shares on the open market.
BuyLOR INC10% owner1,444,402 shares at $34.59$50.0MOct 29, 2026
BuyR. Randall Rollins Voting Trust U/A dated August 25, 199410% owner1,444,402 shares at $34.59$50.0MOct 29, 2026
SaleElizabeth B ChandlerCLO, GC, CORPORATE SECRETARY3× since Jan 26, 2026: 17,681 shares, avg. $60.10$1.1MFeb 25, 2026
SaleGary W RollinsEXECUTIVE CHAIRMAN EMERITUS, Director, 10% owner2× since Jan 26, 2026: 29,449 shares, avg. $63.11$1.9MJan 28, 2026
SaleJohn F WilsonEXECUTIVE CHAIRMAN, Director3× since Dec 15, 2025: 14,402 shares, avg. $62.69$902,905Jan 28, 2026
SaleJerry Gahlhoff Jr.PRESIDENT & CEO, Director2× since Jan 26, 2026: 5,817 shares, avg. $63.16$367,421Jan 28, 2026
SaleThomas D TeshChief Admin. Officer5× since Nov 14, 2025: 8,397 shares, avg. $59.76$501,782Jan 28, 2026
SaleLOR INC10% owner19,297,383 shares at $56.93$1.1BNov 10, 2025
SaleGary W. Rollins Voting Trust U/A dated September 14, 199410% owner20,000,000 shares at $56.93$1.1BNov 10, 2025
SaleR. Randall Rollins Voting Trust U/A dated August 25, 199410% owner20,000,000 shares at $56.93$1.1BNov 10, 2025
Plus 3 other filings such as grants, option exercises or tax withholding. They are not market purchases or sales.
Sales are often planned (taxes, diversification, 10b5-1 plans). Purchases with their own money are seen as the stronger sign. For information only: not part of the quality score or Fair Value.
Growth Quality ⓘGrowth is valuable only when reinvestment earns attractive returns (Aswath Damodaran): sustainable growth depends on return on capital, reinvestment and efficiency. Basis: total company revenue over the periods shown on the cards (3Y/5Y/all years), not per share, so a merger can show up as a growth jump; per-share earnings growth is in the value-creation card.95/100
Revenue growth appears healthy and is supported by profitability and cash-flow quality.
Revenue growth 1 year
+11.0%
Revenue growth 3 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+11.7%
Revenue growth 5 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+11.7%
Start year 2020 (pandemic). Over 10 years: +9.7% a year
Revenue growth 40 years ⓘMeasures the company's TOTAL revenue from reported annual statements: compound average growth per year (CAGR) from the fiscal year 3, 5 or N years back to the most recent comparable fiscal year. Not per share: buybacks do not change this number, and a merger can appear as a growth jump. Per-share growth (which does include buybacks) is in the value-creation card.
+6.5%
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What shareholders gained per year (last 5 years) ⓘWhat the business itself delivers per year: earnings growth per share plus the dividend yield. This is what you get IF the market keeps valuing the stock the same way: it contains no assumption about the market changing its mind. Computed per share, so buybacks count and a merger does not pass as growth. For a company that pays no dividend it is pure earnings growth per share. Period: earnings growth per share as CAGR over the last 5 reported fiscal years (annual statements), plus the current dividend yield. The start value is the median of the three years around the start, so a single crisis year (a pandemic or a write-down) does not distort the rate.
+16.8%
Earnings growth per share plus dividend.
Earnings per share, growth per year+14.9%
Dividend (yield on the price)1.9%
Pace: 5 vs 10 years ⓘTwo data points, not a trend model: earnings growth per share over the last 5 fiscal years against the last 10. Labelled "steady" when both rates are within 3 percentage points of each other, otherwise picking up or flattening. Shown only when ten years of history exist.14.9% vs 13.4%, steady
Profit margin 2020 to 2025 ⓘOperating margin then vs now, from reported annual statements. A falling margin after a boom year is the classic peak-earnings signal: the growth rate then leans on an inflated base.17% → 19%
Pace: the 5-year rate starts in 2020 (pandemic)
Growth Forecast
A lot of optimism in the price
The price assumes about as much growth as the company has delivered so far and more than analysts expect.
What the price assumes ⓘThis turns our valuation around: instead of asking what the share is worth, it asks what growth the current price requires. It uses the cash the company keeps after all spending (free cash flow), the same discount rate as our models, five years of growth, then slowing evenly to 2 % a year by year ten. Compared with the analysts' sales forecasts extended to the same five years (at least three analysts, for context only, it does not enter the Fair Value): within 3 percentage points counts as "in line" (amber), below that little optimism (green), above that a lot of optimism (red).
+13.4%
Yearly growth needed for the next five years to justify today's price.
What forecasts expect ⓘAnalysts publish sales forecasts for the next two fiscal years. For the years after that, growth slows evenly to 2 % a year by year ten (2 % is the long-run rate our models use). Projected years are marked as such.
+7.5%
Yearly sales growth analysts expect, extended to five years.
After inflation (USA: IMF forecast 2.4% a year to 2030, 3.1% from 2016 to 2025) that is about +10.8% a year for the price and +5.0% for the forecasts.
News mood ⓘNews mood, the average tone of recent news (100 articles), rated against how stocks are usually covered. 🚀 Hype = unusually upbeat · 🙂 Positive = above average · 😐 Neutral = typical · 🙁 Negative = below average · 😨 Very negative = unusually downbeat. It reflects the tone of coverage, not our valuation.Positive
Recent news coverage is more positive than average.
AI conclusion: Solid profitability metrics and a long record of consecutive revenue increases form the main strength, while limited evidence across most factors marks the key weakness.
Main risk: Generative AI and large language model search tools could reduce digital lead volume for residential pest control by recommending a broader range of providers, hitting customer acquisition and organic growth at brands reliant on search channels.
Bull case: Rollins could adapt by reallocating marketing spend to AI platforms, strengthening local content and pricing transparency, and using its multi-brand model plus route density to maintain retention while converting fragmented leads more efficiently.
Bear case: If AI search continues to fragment discovery without effective adaptation, residential acquisition costs could rise and organic growth slow further, pressuring margins in the largest segment despite strong recurring contracts.
Rollins faces structural shifts in customer discovery as AI and large language model searches fragment digital leads and slow residential organic growth. Management is reallocating marketing resources to local visibility and higher-return channels while preserving its long record of consecutive revenue increases. Our models currently see the stock as overvalued. Will these adaptations restore prior growth rates or will the disruption in acquisition channels extend further?
Price, fair value, quality and upside side by side.
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Peer GroupⓘHow this stock ranks against its industry: the green marker is this stock, the band is the typical 25–75% peer range, and the tick is the median.Personal Services · 39 stocks
Beats the industry median on 6/14 measures
A mixed picture versus its industry peers.
Valuation
Quality Score76 · Top 25%
Fair Value upside−44.9% · Bottom 25%
Profitability
Return on equity (12 months)37.0% · Top 25%
Return on assets16.8% · Top 25%
Net margin (12 months)13.6% · Top 25%
Operating margin (12 months)18.8% · Above median
Growth and dividend
Revenue growth (quarter YoY)7.9% · Above median
Dividend yield (12 months)1.9% · Below median
Balance sheet
Debt / equity0.35× · Above median
Valuation Multiplesvs Personal Services median · lower = cheaper
P/E (12 months)33.4× · Priciest 25%
P/B13.44× · book value is mostly goodwill ⓘGoodwill and other intangible assets are larger than the equity. The book value mainly reflects prices paid for past acquisitions, so we do not rank this P/B against the peer group.
P/S (12 months)4.71× · Priciest 25%
Price / free cash flow28.4× · Priciest 25%
EV/EBITDA21.8× · Priciest 25%
PEG2.64× · Priciest 25%
Strength profile in five axes (Snowflake)
This stockSector peers
VALUE (fair-value potential)0· sector 54
FUTURE (revenue growth)40· sector 24
PAST (return on equity)100· sector 45
HEALTH (low debt)82· sector 91
DIVIDEND (yield)37· sector 61
VALUE 0: the price sits above our fair-value range.
For bloggers, editors and developers: paste this into your site or blog (a “Custom HTML” block in WordPress), it shows the current fair value and links back here. Free, plain HTML, and welcome. Full data streams (CSV/JSON) at /developers.
Cite: Fair Value Calculator (2026). "Rollins Inc Fair Value". https://www.fairvalue-calculator.com/stock/ROL
Frequently asked questions
Is Rollins Inc (ROL) overvalued or undervalued?
As of Nov 5, 2026, our model estimates a fair value of $21.13 versus a price of $38.38, about 45% lower (overvalued).
What is the fair value of ROL?
Our model-based fair value for Rollins Inc is $21.13 (as of Nov 5, 2026), built from audited fundamentals. The current price: $38.38.
What is the quality score of ROL?
Rollins Inc has a Quality Score of 76/100. It measures business quality (profitability, growth, cash flow, balance-sheet strength, investment discipline, share issuance). Market factors such as price momentum and volatility do not enter the number; they are shown separately in the detail view.
What is the price target for Rollins Inc (ROL)?
Our model-based price target is the fair value of $21.13 (as of Nov 5, 2026) from 24 valuation models. Cautious scenario $15.11, optimistic scenario $26.90. It is a calculation from audited fundamentals, not an analyst target.
What is the Rollins Inc stock forecast for 2026?
Our models put fair value at $21.13, about 45% lower versus a price of $38.38 (overvalued). Cautious scenario $15.11, optimistic scenario $26.90. The calculation is refreshed regularly with new filings.
What is the revenue of Rollins Inc (ROL)?
Rollins Inc reported trailing-twelve-month revenue of about $3.9B (latest available figure, as of Nov 5, 2026).
Does Rollins Inc pay a dividend?
Rollins Inc currently shows a dividend yield of 1.86% relative to its recent price (as of Nov 5, 2026).
What growth is priced into Rollins Inc (ROL)?
For today's price to be fair in a discounted-cash-flow model, Rollins Inc would have to grow free cash flow by +13.4 % per year for five years (discount rate 8.6 %, then slowing evenly to 2 % perpetual growth by year ten). Over the last 5 years revenue grew +11.7 % per year. As of Nov 5, 2026.
What discount rate (WACC) does the fair value of ROL use?
Our models discount Rollins Inc at 8.6 %: a base by market capitalisation (large), damped by beta 0.73, country premium for USA. The same rate applies in all 26 models.
What is a reverse DCF?
A reverse DCF turns the usual calculation around. Instead of deriving a value from assumptions, it takes today's price as given and asks: what free-cash-flow growth would a company have to deliver for exactly this price to be fair? The result is not a forecast but the expectation already priced in. For Rollins Inc that is +13.4 % per year a year over ten years, using the same discount rate (8.6 %) and the same formula as our fair value.
How much growth has Rollins Inc (ROL) delivered so far?
Over the past 5 years revenue at Rollins Inc grew +11.7 % a year. The price currently implies +13.4 % per year free-cash-flow growth a year. Comparing the two shows how much confidence is in the price: if it demands more than has been delivered, the business has to accelerate for the maths to work.
How fast is the sector of Rollins Inc (ROL) growing?
The median revenue growth in the sector is +7.8 % a year. That is the yardstick for the growth priced into Rollins Inc (+13.4 % per year a year): it shows whether the expectation is within the usual range or beyond it.
What is the free cash flow yield of Rollins Inc (ROL)?
The free-cash-flow yield on the price is 3.52 %: that much free cash flow Rollins Inc produces per unit of market value. When it exceeds the discount rate of our models (8.6 %), the business already earns more than its cost of capital demands, and the price needs little additional growth.
What is the intrinsic value of Rollins Inc (ROL)?
Intrinsic value and fair value mean the same thing: what the business is worth on its numbers, independent of the share price. For Rollins Inc it is $21.13 per share (as of Nov 5, 2026), against a price of $38.38. It is the blended result of 24 valuation models (cash flow, earnings, asset, dividend).
Is Rollins Inc stock overvalued or undervalued in 2026?
As of Nov 5, 2026, ROL trades above its calculated fair value: price $38.38, fair value $21.13, a gap of about −45% (overvalued). The calculation is refreshed with each new quarterly report, so the verdict can change during the year.
Is fair value the same as the market price of ROL?
No. The price is what the market pays today ($38.38); the fair value is what the company's own numbers justify ($21.13). For Rollins Inc the two are $17.25 per share apart. That gap is exactly why we show both numbers side by side.
How much is Rollins Inc worth?
The market values Rollins Inc at about $18.5B (market capitalisation, as of Nov 5, 2026). Per share that is $38.38; our models calculate a fair value of $21.13 per share.
What do the bullish and bearish scenarios say about ROL?
Our models span a range for Rollins Inc: cautious scenario $15.11, base $21.13, optimistic $26.90 per share (as of Nov 5, 2026, price $38.38). The range comes from different growth and margin assumptions, not from analyst opinions.
What is the P/E ratio of ROL?
Rollins Inc trades at a price-to-earnings ratio of 33.4 (as of Nov 5, 2026). A P/E on its own says little: it compares the price with ONE year of profit, while our fair value of $21.13 is built from several models across several years. Median P/E at fiscal year-end, 6 fiscal years (2020 to 2025), reported earnings, FY2023 ex one-offs: 51.3. Other multiples: PEG 2.6, P/B 13.4, P/S 4.7, EV/EBITDA 21.8.
What is the PEG ratio of ROL?
The PEG ratio of Rollins Inc is 2.64 (P/E divided by earnings growth, as of Nov 5, 2026). That is above 1, so the growth is already paid for in the price.
How solid is the balance sheet of Rollins Inc (ROL)?
Balance-sheet figures for Rollins Inc (as of Nov 5, 2026): return on equity 37.0%, debt of 0.35 per unit of equity. They feed the Quality Score of 76/100, which measures business quality independently of the share price.
How far is ROL from its 52-week high?
Rollins Inc trades at $38.38, about 41% below its 52-week high of $64.87 and 29% above the low of $29.69 (as of Nov 4, 2026). Distance from the high says nothing about value: that is what the fair value of $21.13 is for.
Which stocks are comparable to Rollins Inc?
From the same area (Consumer Cyclical) we also value Service Corporation, H&R Block, Inc, Frontdoor, Inc, Bright Horizons Family Solutions Inc, among others. Each of them has its own fair-value calculation on this site using the same models, so the comparison is like for like.
Is Rollins Inc stock attractive at the current price?
The data as of Nov 5, 2026: price $38.38, calculated fair value $21.13 (−45%), Quality Score 76/100, from 24 models. Whether that fits your horizon and risk tolerance is your call. We provide the calculation, not investment advice.
How is the fair value of ROL calculated?
We run Rollins Inc through 24 models from four families: discounted cash flow, earnings models, asset and balance-sheet models, and dividend models. Every model gets the same audited fundamentals; the result is the weighted average of $21.13, with the spread shown as a cautious and an optimistic scenario.
Is it still worth investing in stocks now?
The global stock market currently sits 15.0% above its aggregate fair value. Rollins Inc itself currently trades above fair value. An expensive market is no reason to stay out and no reason to buy everything at once: keep a broad savings plan running, buy single stocks only with money you can do without, and hold part of your money liquid while the market is high. The full picture including sectors is on is it worth investing now.
What is the share price of Rollins Inc (ROL)?
The closing price on Nov 4, 2026 was $38.38. Our model-based fair value is $21.13, about 45% lower (overvalued). We carry closing prices from our data provider, not a live tick.
What should I pay attention to with Rollins Inc right now?
A high-quality business (quality 76/100), yet the market already pays well above fair value. Quality at a full price, with little margin of safety. The price sits above even our optimistic bull case ($26.90). The favourable scenario is already priced in.
Where does the earnings growth of Rollins Inc (ROL) come from?
Earnings per share at Rollins Inc grew +13.6 % a year from 2014 to 2025. Broken into its drivers: revenue per share +9.8 %, EBIT margin +0.0 %, tax rate +1.8 %, residual (interest, one-offs) +1.6 %. The four rates multiply to the earnings growth rate, they do not add up. Start and end are three-year averages so a single exceptional year does not distort the result.
Key figures of Rollins Inc
How large is the market capitalisation of Rollins Inc (ROL)?
The market capitalisation of Rollins Inc is $18.5B. The stock-market value of the whole company: share price times number of shares. It is what the market asks for the entire business today.
What is the P/S ratio of Rollins Inc (ROL)?
The price-to-sales ratio of Rollins Inc is 4.71 (last twelve months). Price to sales: market value relative to yearly revenue. Useful when profit is thin or distorted.
What are the earnings per share of Rollins Inc (ROL)?
Earnings per share at Rollins Inc are $1.15 (price ÷ EPS = P/E 33.4). Earnings per share over the last twelve months: total profit spread across every single share.
What is the dividend yield of Rollins Inc (ROL)?
The dividend yield of Rollins Inc is 1.9% (payout 62.0%). Yearly dividend relative to the share price. 3% pays 3 per 100 invested. Below: how much of profit is used for it.
What is the net margin of Rollins Inc (ROL)?
The net margin of Rollins Inc is 13.6% (last twelve months). How much of every unit of revenue ends up as profit. 10% means 10 cents of profit per dollar of sales.
What is the return on equity of Rollins Inc (ROL)?
The return on equity (ROE) of Rollins Inc is 37.0% (last twelve months). Profit relative to shareholders' equity, how efficiently the company works with its owners' money.
What is the EBIT return on assets of Rollins Inc (ROL)?
On an EBIT basis the return on assets of Rollins Inc is 22.9% (avg 5y). Operating profit (EBIT) relative to everything the company owns, as a multi-year average. It describes the business model rather than one good or bad year.
What is the operating margin of Rollins Inc (ROL)?
The operating margin of Rollins Inc is 18.8% (last twelve months). Profit from the core business (before interest and taxes) relative to revenue.
How fast is revenue growing at Rollins Inc (ROL)?
Revenue at Rollins Inc is growing +7.9% versus a year earlier (3y avg +11.7%). How much revenue grew versus a year earlier (YoY). The 3-year average next to it puts the single year in context.
How fast are earnings growing at Rollins Inc (ROL)?
Earnings per share at Rollins Inc are growing +3.1% versus a year earlier. How much earnings per share grew versus a year earlier.
How much net debt does Rollins Inc (ROL) carry?
The net debt of Rollins Inc is $938M (fiscal year 2025, ≈ 1.4 yrs of FCF). Debt minus cash on hand. The note shows how many years of free cash flow could in theory pay it off.
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Broad data
Nov 5, 2026