Richard and the crew from Pinecone Agency were incredibly accommodating in our very particular build requirements.Incredibly accommodating with our build.
— Tim Zafir

The second dealership on the platform, live across six states

Case study

RPM Crushers and Screens

RPM Crushers and Screens sells and rents aggregate, recycling and heavy equipment across the American Southeast, from yards in Florida and Texas. It is a sister operation to US Equipment Sales, and its website is the second deployment of the inventory platform we built there: the same Airtable-fed listings, filtering and structured data, applied to a different region, a different stock list and a different sales story.

  • The RPM Crushers and Screens homepage shown on a desktop browser and a phone, headed "Premium Equipment That Delivers" over machinery photography.
  • The equipment-for-sale page, with the category picker and dropdown filters over the listing grid.
  • The heavy haul division page, headed "Florida Service & Heavy Haul" with the transport fleet beneath.

Overview

Client
RPM Crushers and Screens
Industry
Heavy equipment sales and rentals
Location
Lakeland, Florida
Services
Part of

The challenge

When one owner runs dealerships in different regions, each needs its own storefront without paying to solve the same problems twice. RPM sells to the Southeast: different yards, different stock, a different manufacturer mix, and its own divisions, including a heavy haul transport arm the Midwest site does not have.

A copy of the US Equipment site would have carried the wrong inventory and the wrong story. A from-scratch build would have thrown away a platform that already worked. The job was the middle path: same machinery, different dealership.

Our approach

  1. Strategy

    Reuse the platform, not the content. Everything structural carries over. Everything a buyer reads is RPM's own.

    • The same inventory model: one database feeding listings, filters and exports
    • Regional architecture rebuilt for six Southern states instead of the Midwest footprint
    • RPM’s own positioning up front, including its authorised McCloskey dealer status in Florida

  2. Design

    The family resemblance is deliberate, so a buyer moving between the sister sites stays oriented.

    • Shared listing and filtering interface, proven on the first deployment
    • RPM’s own brand, photography and yard locations throughout
    • Sister dealers cross-linked in the footer, so stock in another region is one click away

  3. Development

    Deployed in Webflow with the platform’s full feature set from day one.

    • Category, manufacturer and model filters with new and used conditions
    • Per-listing product and offer schema, generated not hand-written
    • A dedicated heavy haul division page with its own quote path

Technical deep-dive

  • A platform, deployed again

    The second rollout is the test of whether a build was a platform or a one-off. This one carried over cleanly.

    • Same filtering, listing templates, badges and quote flows as the Midwest site
    • Around 700 pages in the live sitemap, generated from RPM’s own inventory data
    • Model pages, category-by-state and brand-by-state layers for regional search
  • Regional SEO for a six-state dealer

    The Southeast footprint got the same treatment as the Midwest one: pages where the buyers are.

    • Per-state equipment pages across Florida, Texas, Georgia, Mississippi, Alabama and Louisiana
    • Organisation schema carrying the brands sold and the states served
    • A plain-text llms.txt for AI assistants, consistent across the dealer family
  • Divisions the first site did not need

    A platform earns its keep by absorbing differences, not resisting them.

    • A heavy haul transport page with its own enquiry route
    • Separate parts and service department pages
    • Flip-book catalogue and company packet, linked from the navigation

Results and impact

The counts below are structural, taken from the live sitemap in September 2026. No traffic or lead figures are published for this project.

  • 700+

    Pages generated from inventory data

    • Counted from the live sitemap, not estimated
  • 6

    States with dedicated equipment pages

    Florida, Texas, Georgia, Mississippi, Alabama and Louisiana each get their own landing pages for regional searches.

RPM went live with capabilities that took the first site a full build to reach: filtering, structured data, marketplace exports and regional pages, all inherited. The differences that matter, the stock, the states, the heavy haul division, the McCloskey position, are RPM's own.

For the owner, the second site proved the model: one platform now serves multiple dealerships, and improvements to it can benefit all of them.

Key takeaway

The cheapest website a multi-brand operator will ever buy is the second one on a shared platform, provided the first was built as a platform. RPM inherited the machinery and kept its own identity, which is exactly the split that makes a rollout work.

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