Moasure case study

How Rustic Fence Tame Miles of Texan Fence Lines in Minutes

Find out how Moasure has transformed Rustic Fence's measuring process

Related Industries:

Fencing

Landscaping

Arlington, Texas

1-10 Employees

Daniel Schoonover

Owner

Daniel Schoonover

Owner

Arlington, Texas

1-10 Employees

Moasure’s impact at a glance:

Measurement time saved:

>80%

Favourite feature:

3D mapping

Moasure user since:

2024

About Rustic Fence

Running tape measures and wheels across thousands of feet of fence lines used to mean long days for family-operated Rustic Fence, which has been honing the manufacturing and installation process for over 50 years in the Dallas and Fort Worth area. Today, owner Daniel Schoonover uses Moasure to measure complex sites quickly, accurately, and with less manpower, transforming how his Texas-based business operates, and giving him an edge over his competitors.

The fencing trade demands speed, accuracy, and adaptability – and Moasure delivers on all three. By combining motion-based measurement with instant digital plan creation, fencing professionals can measure straight lines, curves, and slopes in one seamless process. For companies like Rustic Fence, this means fewer site visits, more winning bids, and flawless installations.

The Challenge

A Time-Consuming, Physically Draining, and Costly Measuring Process

As owner of Rustic Fence in Texas, Daniel knows the challenges of traditional fence measuring all too well. It's not only a time-consuming, laborious process, but it's a real struggle measuring single-handedly with a tape measure – and the well-known alternative of a measuring wheel doesn't offer an optimal level of accuracy on a typical fencing project, when sites aren't usually perfectly flat...

“Just like a lot of people in my fellow trades, they know the backbreaking feeling of running 300-foot measuring tapes, having to walk back if you're on your own and unhooking it, remembering where you were – or having a two-man team go out there with a wheel or something like that that’s not going to be accurate unless it’s on flat concrete.”

In fencing, measurements don’t just determine length – they drive material quantities, costs, and client trust. Missing a few feet can lead to expensive material overruns, underpaying customers, and delays waiting for extra deliveries, none of which are positive steps towards building a successful business or reputation.

“With your standard measurements, you don’t really have a way of remembering if you miss something…and when it’s a mile-and-a-half fence, you’re not going to walk back and measure it again.”

For Rustic Fence, the stakes are high. The team often works in the Texas heat, on uneven ground, or in backyards with tight access, making traditional tools like wheels or tape measures both time-consuming and physically exhausting. Measuring the same vast site more than once can be the difference between a project being worthwhile or not, from both a time perspective and financially.

“When I first saw it, I thought, there’s no way this little box is going to do what it says. But once I used it, I was blown away – it’s unbelievably accurate.”

The Solution

Simplified Site Measurements in Minutes

Daniel first discovered Moasure on social media, seeing contractors like himself using their pocket-sized devices to measure complicated jobs quickly and accurately. He realised right away how well-suited the Moasure 2 Series was for fencing, where installers constantly battle curves, elevation changes, and obstacles such as trees, landscaped areas, and existing structures. There's rarely a blank canvas when it comes to fencing projects.

“Even if the only thing this tool did was give me linear footage between two points, that would be enough. But everything else that comes along with it – from the drawing, from the elevation, from just the versatility of it – is well worth it.”

Moasure’s motion-based measurement technology captures distance, angles, curves, elevation changes, and area – all by simply walking around the site, without requiring Wi-Fi, cell signal, GPS or line of sight. Automatically generating a dimensioned digital drawing in the time it takes to walk around a site, the Moasure app allows Daniel to view his project measurements instantly, on his Bluetooth-connected phone or tablet.

“People now still think I’m insane for the way this thing works. I get out there, I walk around, I put it down, I take a couple of steps, I put it down again, it takes its measurements – and then magically, a drawing appears.”

For fencing pros like Daniel, Moasure solves several day-to-day challenge fencing pros face, including:

Measuring curves and angles
accurately.
Capturing elevation changes
and slope for stepped or graded fences.
Navigating around obstacles
like trees and debris.
Gaining essential grade information for hanging gates with the correct ground clearance.
Speeding up permits
and approvals with clean, shareable site plans.

“All the Moasure needs is just a place to put it down, and it’ll do the rest for you.”

“Before Moasure, I always needed another guy to help hold the tape or the wheel. Now I just walk the line myself and I’ve got the whole drawing done.”

The Result

More Accuracy, Less Waste, and a Faster, Smarter Way to Measure

Armed with Moasure, Daniel has revolutionised how Rustic Fence works. When recently tasked with measuring over 7,500 feet of fence line, Daniel completed the job in just 45 minutes with his Moasure 2 PRO in hand – a job that once would have taken him an entire day alone, or half a day, even with an extra crew member. Such a significant time saving of more than 90% frees up Daniel to carry out more quotes, lining up jobs further into the future, and enables him and his team to make progress on projects at a much faster rate, with more hands on deck.

“Me getting out there, I was able to just take a nice stroll. I saw a 45-minute walk with the Moasure and walked away with not only the footage that I needed but a whole bunch of other details like post count, panel count, elevation, curvature – everything that we needed just right off the bat – and that didn’t break a sweat.”

For Daniel, Moasure’s impact goes beyond speed. It’s also about accuracy, and the financial peace of mind that comes with it. Not having to second-guess measurements, and being confident in all numbers included in customer bids, not only gives Daniel certainty in his quotes, but also helps to build trust with clients, and even suppliers. With the majority of jobs relatively close to home, and with many jobs coming along by word of mouth, these factors are of great importance to outdoor professionals.

“It would be right down to the nuts and bolts. I know exactly how many rails, brackets, or nails we’re going to need,” he explains. “I don’t have to rely on my guys on-site for measuring. I just did a job with some custom iron that was sloped to match the grade of the ground. I didn’t bring tools other than the Moasure out there.”

This level of detail allows Daniel to avoid costly mistakes, eliminate waste, and ensure every crew shows up with exactly what they need, saving Rustic Fence money on both materials and logistics. It also saves Daniel and his team a lot of time, not having to head back to a supplier – and incur a restocking fee – to hand back surplus materials, or go to buy additional items because they're short, and take the hit rather than passing those missed costs onto to the customer.

“Each time I have to send extra material or something like that, it costs. Each time I have to, you know, take a hit and keep all the extra material that we bought on accident – that’s another hit,” Daniel says. “It’s just so much easier to know that, for a fact, we have what we need and we’re not going to go overboard.”

Moasure also helps Daniel improve client communication and win new business. Customers love seeing digital plans instead of hand sketches, and municipalities appreciate accurate, dimensioned drawings for permits and approvals, highlighting the benefits of Moasure for many parties, across several stages of the process. Moasure's export function helps here too, with Daniel able to export his digital project measurements directly from the app and straight to PDF, complete with the Rustic Fence company logo. It's also easy to export as DXF and DWG to CAD software, such as Fence Cloud and ArcSite.

“Your customers will be happier because you can show them exactly what their fence is going to look like, exactly where it’s going to go.”

Asked to describe Moasure in three words, Daniel doesn’t hesitate:

“Useful, convenient, untraditional.”

He sums up:

“If [Moasure] were a gimmick, I’d probably be in a debtor’s house right now. But this thing, I’ve relied on it for at least the last year to help me out with everything that I do, and it hasn’t let me down once.”

An Everyday Essential for Rustic Fence

Moasure has become an essential part of daily life at Rustic Fence, enabling Daniel to measure more complex fence projects in less time, with less labor, and without compromising on accuracy. With so much confidence in his Moasure 2 PRO, Daniel doesn't take any other measuring tools along with him on bids anymore, knowing he has exactly what he needs in his pocket.

Whether he’s dealing with intricate, winding curves, steep and bumpy slopes, or tight backyards with various obstacles – all traditionally tricky challenges on fencing projects – Daniel knows one thing:

“You may be stumbling – and I’m stumbling – but Moasure is not. It just keeps on going, doesn’t miss a beat, and keeps going on in its stride.”