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About Superior Fence & Rail
Superior Fence & Rail is one of the country’s top-rated fence companies, recognized by homeowners, media outlets, and customer trust sites for quality and service. With more than 16 locations across Florida, Tennessee, and North Carolina, the company provides fence construction, installation, service, and warranty support across residential and commercial markets. Built on a foundation of operational excellence and customer satisfaction, Superior has scaled through a franchise-forward model designed to deliver consistent, high-quality experiences across every market.
Situation
As Superior expanded, leadership recognized that sustainable growth required more than adding locations — it required operational standardization and technology enablement across the entire franchise network.
Their existing systems were outdated and fragmented, limiting visibility, slowing workflows, and creating inconsistencies in the customer experience.
Key challenges included:
- Legacy technology that constrained scalability and innovation
- Limited visibility across franchise operations
- Manual and multi-step sales and estimation processes
- Inconsistent customer experiences across markets
- A need to modernize the platform to support long-term growth
The goal wasn’t simply to build a new tool — it was to create a platform that empowered franchisees, streamlined operations, and delivered a world-class experience to customers.
Solution
feature[23] partnered with Superior to modernize its technology foundation and reimagine the operational and sales experience across the organization.
Key Initiatives Included:
Modern Architecture Migration
Migrated the existing tech stack to a modern, C# and .NET-based platform with an Azure-focused cloud architecture, creating a scalable and secure foundation.
Franchise Operations Platform
Evolved the internal platform to better support franchise teams in managing day-to-day operations, improving usability and operational consistency.
Digital Estimation & Visualization Tools
Reimagined the customer estimation experience by enabling sales teams to outline fence designs directly while on-site, visualize property layouts, and generate recommended fencing packages.
End-to-End Sales Workflow Consolidation
Streamlined what previously required days of follow-up into a single, integrated on-site experience — allowing sales representatives to present options and generate quotes in real time.
Results
The new platform delivered measurable operational and strategic impact across the organization.
- Increased visibility across franchise operations
- Standardized workflows and improved operational definitions
- Streamlined sales processes and reduced follow-up cycles
- Improved profitability through operational efficiency
- Enabled scalable expansion into new markets and product lines
The strength of the platform contributed to Superior’s acquisition by Outdoor Living Brands, positioning the company for continued expansion and service diversification.
Why Custom Software
Off-the-shelf systems could not support the complexity of a growing, franchise-based construction business or deliver the level of operational control and customer experience Superior required.
By investing in a modern, purpose-built platform, Superior established a scalable digital foundation that empowers franchisees, enhances customer interactions, and supports long-term growth across markets and services.
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