264 | Business World Magazine |
June 2013
quickly realized that the typical approach to
service deployed by certain operators in the
market prompted misperceptions about ev-
eryone who toils in the trade. “People had a
stereotypical view about those who worked
in lawn care ... they thought they lacked pro-
fessionalism... that landscapers were working
just enough to earn beer money,” says Peter.
The brothers resolved to change that view
by developing an enterprise that would set
itself apart from others by creating a brand
and a systemized approach to service that
not only prided itself on the maintaining of
trucks, equipment and uniforms, but deliv-
ering on every assurance made to a customer.
Though they were still only teenagers, they
had a highly successful business recognized
as Luke Brother Landscape Services.
Yet, as Peter explains, beside the unique
nuances of environmental conditions that
impact landscaping in Florida, there were
also unique societal nuances, particularly
in the migratory habits of snowbirds. Resi-
dents would hire them during their dura-
tions in Florida, but drop the service during
the months that they returned to Northern
homes. They also realized that to achieve
real success, it would require securing con-
