Before / After · Case Study
This family of companies runs seven distinct brands — from metal roofing and RVs to dumpster rentals and wood stoves — and each one needed its own site, email, and someone watching the inbox. All seven now run from a single platform: every brand keeps its own web address and its own look, every lead pings the right team the moment it lands, and an improvement built once shows up on all seven at the same time.
“The eighth site costs a config entry, not a rebuild — that's the whole argument for multi-tenant.”
At a glance
Design
The web address a visitor types decides everything — which brand's look, menu, catalog, and copy they see — so seven completely different businesses ride one build without blurring together.
Theme & color
Each brand keeps a fully distinct face: the metal-roofing company and the RV dealer share zero audience and zero styling, even though every line of machinery underneath is shared.
Security
Each brand's customer data lives in its own sealed-off compartment — a dumpster-rental lead can never leak into the stove brand's records, and each brand can keep its own data-retention rules.
Customer notifications
New leads, operational events, and review alerts fan out instantly to each brand's own team-chat channel, so the right person sees the right brand's signal with no shared-inbox triage.
Transactional email was built once as a shared service and inherited by all seven brands, and browser push notifications are self-hosted — no outside vendor sits between a brand and its subscriber list.
Agents
A shared AI layer is wired into the platform once, so any of the seven brands can add assistant features without a separate integration project.
Speed
On the day we captured screenshots the old main site wasn't answering at all, while the new platform responded instantly on every brand address.
Receipts — measured
The story
01 · Problem
Every brand needed a site, email, lead capture, and someone to notice when a form came in. As separate builds, that's seven of everything — and the apex WordPress site was fragile enough that it was returning 503s by capture day.
02 · Insight
A dumpster-rental lead and a wood-stove lead need the same machinery: a fast page, a form, a database row, a Slack ping, maybe a push. Multi-tenant architecture builds that machinery once and lets each brand keep a fully distinct face.
03 · Build
Next.js 16 with proxy.ts hostname routing; Neon branch per brand with shared Drizzle schema; SES email, self-hosted VAPID push, R2 media, Upstash, a Slack ops/leads/reviews router, and Vercel AI Gateway for the LLM surface — every brand inherits all of it.
04 · Pending
At capture time jptaylorgroup.com returned 503 on every variant while the new platform answered instantly on the Vercel host. DNS cutover of the seven brand domains is the remaining step — flagged to the operator.
Seven brands — the JP Taylor Group umbrella, JPTI, Taylor Metal, Roseville RV, Load & Go Dumpsters, eMotorack, and Sierra Stoves — each with its own domain and audience, built as separate WordPress-era sites drifting independently. Seven of everything: hosting, patches, forms, email, and someone to notice when a lead came in. The apex WordPress site was fragile enough that it was returning 503 errors on every variant by the day we captured screenshots.
The brands differ in paint, not plumbing. A dumpster-rental lead and a wood-stove lead need the same machinery — a fast page, a form, a database row, a team ping, maybe a push notification. Multi-tenant architecture builds that machinery once and lets each brand keep a fully distinct face.
One codebase on our hosting platform, with hostname routing at the front door: the inbound domain maps to its brand's theme, navigation, catalog, and copy. A managed database holds a separate branch for each brand under one shared schema, and the shared rails — a transactional email service, self-hosted browser push, media storage and caching, a chat-channel router, and an AI gateway for language-model calls — were built once and are inherited by every brand.
Branch-per-brand isn't just tidy — it's a guarantee. Each brand's data plane is isolated, so leads for one company can never surface in another company's queries, retention and deletion policies can differ per brand, and a schema migration can be rehearsed on a single brand's branch before it touches the other six.
Inbound leads, ops events, and review alerts fan out through the channel router to per-brand team-chat channels the moment they land. Web push goes straight from the platform to subscribers with no third-party push vendor holding the list — the audience stays first-party data. Standing up brand number eight costs a routing entry, a database branch, and a theme — not a rebuild.
At capture time the old apex answered 503 while the new platform responded instantly on its hosted address — the loudest possible argument for cutover. Pointing the seven brand domains at the new platform is the remaining step, flagged to the operator.
Architecture
What changed, with evidence
proxy.ts maps each inbound domain to its brand: theme, nav, catalog, copy. Taylor Metal and Roseville RV share zero audience but share every line of infrastructure. Standing up brand number eight is a routing entry, a Neon branch, and a theme — not a project.
Each brand's data lives on its own Neon branch — leads for the dumpster brand can never leak into the stove brand's queries, retention/deletion policies can differ per brand, and a migration can be rehearsed on one branch before touching the rest.
Transactional email is shared SES; web push is self-hosted VAPID (no OneSignal-class vendor holding the subscriber list); and a Slack router fans ops events, inbound leads, and review alerts into per-brand channels so the right person sees the right brand's signal.
The agent backbone keeps the brand earning after hours. The owner approves; the system runs.
Inbound leads, ops events, and review alerts fan out through the Slack router to per-brand channels the moment they land — seven brands, zero shared-inbox triage.
Self-hosted VAPID web push notifies brand subscribers directly — the subscriber list stays first-party, and no third-party vendor sits between a brand and its audience.
