From Teen Dream to $8.5 Million Empire: How Peter Built Stabuilt Landscaping at 18

Starting a business at 18 with no money and scaling it to $8.5 million in annual revenue sounds like a dream—but for Peter, the founder of Stabuilt, it’s reality. Specializing in outdoor living spaces like paver patios, driveways, retaining walls, and synthetic turf, Peter turned a summer job into a landscaping empire in the Pacific Northwest. What’s even more remarkable? Neither Peter nor his 30 employees lay a single brick—they’ve built a network of over 50 subcontractors to handle the labor. In this article, we’ll uncover how Peter went from a high school dropout to a multi-million-dollar entrepreneur, the landscaping industry’s evolution, and the strategies that propelled Stabuilt to success.

The Landscaping Industry Before Stabuilt: A Market Ready for Innovation

The landscaping industry in the early 2010s was a mix of traditional lawn care and emerging hardscaping trends. Homeowners were beginning to prioritize outdoor living spaces, driven by a growing interest in home improvement and real estate aesthetics. According to the National Association of Landscape Professionals, the industry was valued at $99 billion in 2015, with hardscaping (pavers, walls, and turf) gaining traction as a high-value service. However, profit margins were tight—typically 5-15% net, as Peter notes—due to high labor costs, material expenses, and seasonality, especially in weather-dependent regions like the Pacific Northwest.

Many landscapers operated informally, showing up with unmarked trucks and graph paper sketches, lacking professionalism or systems. Customer expectations were shifting toward curated experiences, but the industry lagged in adopting technology like CRMs or digital marketing. This was the landscape Peter entered as a teenager—a field ripe for disruption through professionalism, systemization, and a customer-first approach.

Peter’s Humble Beginnings: A Teenager with a Vision

Peter’s journey began at 16, working a summer job for a friend in landscaping. He fell in love with the transformation process—turning muddy, overgrown backyards into stunning outdoor spaces. “It’s like putting a puzzle together,” he says, describing the satisfaction of the before-and-after. When his friend exited the business, Peter faced a choice: find another job or take a leap. At 18, with no money and only a 10th-grade education, he chose the latter.

His parents played a pivotal role in his early days. His mom drove him to get his business license and even lent him her credit card to buy materials for his first job, which he paid back immediately. His dad helped him secure insurance, driving him to Oregon to meet a broker. With their encouragement, Peter launched Stabuilt, determined to prove he could succeed. His first year brought in $97,000 in revenue but only $10,000 in net profit—a modest start that taught him the importance of reinvesting in the business.

Building Stabuilt: From $97,000 to $8.5 Million

Peter’s growth trajectory is a masterclass in scaling. By year two, Stabuilt tripled to $300,000 in revenue, hitting $1 million by 2016—three years in. The next milestone was $3 million, and by last year, the company reached $8.5 million. How did he do it? A combination of strategic hires, systemization, and a shift to subcontracting.

Initially, Peter and two friends handled everything, but scaling required more hands. He hired foremen to run multiple jobs, growing the team to 30 employees. A game-changer came when he transitioned from in-house crews to a network of 50+ subcontractors. After a foreman expressed interest in starting his own business, Peter saw a win-win: he’d sell jobs and manage customers, while subs handled installation. This model spread, with other crews and companies joining his network, allowing Stabuilt to scale without the burden of direct labor costs.

Systemization was key. Early on, Peter managed jobs with paper folders, then moved to Google Drive. The real breakthrough was adopting a CRM, which centralized leads, jobs, and invoicing, enabling him to handle 10x the job volume. “Get a CRM,” he advises, emphasizing its role in scaling past the $1 million mark. Stabuilt also simplified its offerings to pavers, turf, and walls, streamlining processes and ensuring consistency.

Marketing and Customer Experience: Stabuilt’s Competitive Edge

Stabuilt spends $700,000 annually on marketing, with a $1,000 ad spend yielding a $20,000 job—a solid ROI. Google and HomeAdvisor are their biggest channels, supplemented by Facebook retargeting and $30,000 in print ads. Peter’s early success came from HomeAdvisor leads, where speed (calling within a minute) and value presentation were critical. He tracks every marketing dollar, adjusting by season—backing off in slow months like December and January, and aligning ad spend with weather patterns.

Customer satisfaction is Stabuilt’s cornerstone, reflected in its five-star reviews. Peter prioritizes experience over refunds, fixing issues like a poorly cut flower bed radius rather than offering cash. In one case, after a project manager transition led to a subpar experience, Peter personally delivered a charcuterie board to the client, apologized, and won a second phase of work. A feedback form sent via CRM ensures every customer is heard, with negative experiences addressed promptly.

The Subcontracting Model: A Win-Win Innovation

Stabuilt’s subcontracting model is a standout. By outsourcing labor, Peter focuses on sales, operations, and customer relations, while subs handle the physical work. This keeps overhead low and allows flexibility—subs can take on Stabuilt jobs while running their own businesses. Quality control comes from vetting subs through supplier references and past work checks, ensuring they align with Stabuilt’s 15-year workmanship warranty and lifetime material guarantees.

Industry Impact: Redefining Landscaping Standards

Stabuilt has raised the bar in the Pacific Northwest landscaping scene. Their professional approach—uniformed teams, iPads with CAD designs, and a focus on experience—contrasts with the industry’s old-school norms. By offering a double-backed warranty and a streamlined service model, they’ve built trust and loyalty, inspiring other landscapers to modernize. The subcontracting model has also empowered former employees to start their own businesses, creating a ripple effect of entrepreneurship.

Mindset and Leadership: The Heart of Peter’s Success

Peter’s “can-do” attitude sets him apart. A high school dropout, he attributes his success to persistence, humility, and a willingness to learn. He listens to audiobooks weekly, seeking advice from those smarter than him. His leadership style has evolved from doing every interview himself to a structured process with a dedicated logistics person, department heads, and a final culture-fit check using the DISC assessment. Weekly leadership meetings with his four-person team (sales, operations, finance, marketing) follow a systematic format, starting with positivity and tackling key issues.

His biggest mistake? Underpricing a $130,000 job that ballooned to $200,000 in scope, teaching him to track costs and use change orders. For Peter, success isn’t a dollar amount—it’s the journey. “Find happiness each step of the way,” he advises, emphasizing team collaboration and customer joy over revenue alone.

Lessons for Aspiring Entrepreneurs

Peter’s story offers actionable insights: start small (a shovel and wheelbarrow can suffice), work for a company first to learn, and use free resources like YouTube. Focus on systems—CRMs and simplified offerings—to scale. Prioritize customer experience over quick fixes, and build relationships with suppliers who share your values, like Peter’s partnership with Western Interlock. Above all, maintain a growth mindset, reinvest in your business, and don’t expect instant riches.

From an 18-year-old with a dream to a $8.5 million business owner, Peter proves that age, education, and capital aren’t barriers to success—just persistence, systems, and a passion for the journey.

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FAQs About Stabuilt and the Landscaping Industry

1. What services does Stabuilt offer?
   Stabuilt specializes in paver patios, paver driveways, retaining walls, and synthetic turf for outdoor living spaces.
2. How did Peter start Stabuilt at 18?
   He turned a summer job into a business, with his parents’ support, starting with small jobs and reinvesting profits.
3. What’s the revenue of Stabuilt today?
   Stabuilt generated $8.5 million in revenue last year, a significant leap from its $97,000 first year.
4. How does Stabuilt manage labor without in-house crews?
   They use a network of 50+ subcontractors, allowing Peter to focus on sales and operations.
5. What’s the profit margin in the landscaping industry?
   Gross margins can reach 50%, but net margins typically range from 5-15%, depending on the company.
6. How has the landscaping industry evolved in the last decade?
   It’s shifted toward hardscaping, outdoor living spaces, and tech adoption like CRMs and digital marketing.
7. Why did Peter choose landscaping over other industries?
   He loved the transformation process—turning messy yards into beautiful spaces—and saw an opportunity to scale.
8. What role did Peter’s parents play in his success?
   They supported him by driving him to get licenses and insurance, and his mom lent him her credit card for materials.
9. How does Stabuilt market its services?
   They spend $700,000 annually, primarily on Google, HomeAdvisor, and Facebook ads, with some print advertising.
10. What challenges do landscaping businesses face?
    Seasonality, labor costs, and managing customer expectations in weather-dependent regions are common hurdles.
11. How does Stabuilt ensure customer satisfaction?
    They prioritize fixing issues over refunds, send feedback forms via CRM, and personally address complaints.
12. What’s the importance of a CRM in landscaping?
    It centralizes leads, jobs, and invoicing, enabling businesses to scale by managing higher job volumes efficiently.
13. How does seasonality affect landscaping businesses?
    Demand peaks in spring and summer, requiring reserves to survive slower months like December and January.
14. Why did Stabuilt simplify its service offerings?
    Focusing on pavers, turf, and walls streamlines processes, making systemization easier and more scalable.
15. What’s the societal impact of outdoor living spaces?
    They enhance property value, encourage outdoor activities, and foster community through shared spaces.
16. How does Stabuilt’s subcontracting model benefit the industry?
    It empowers former employees to start their own businesses, creating a network of entrepreneurs.
17. What’s the startup cost for a landscaping business?
    It can be low—starting with a shovel, pick, and wheelbarrow, and renting a truck for small jobs.
18. How does weather impact landscaping projects?
    Rain or cold can delay projects, requiring businesses to track patterns and adjust marketing accordingly.
19. Why is professionalism important in landscaping?
    It builds trust—uniformed teams, iPads, and warranties set companies like Stabuilt apart from informal competitors.
20. What’s the future of the landscaping industry?
    Trends point to sustainable materials, smart technology integration, and a focus on eco-friendly designs.
21. How does Stabuilt handle negative customer feedback?
    They address it directly—Peter once drove two hours to apologize and deliver a charcuterie board, winning a second phase.
22. What’s Stabuilt’s most expensive project to date?
    A $270,000 driveway in Blaine, Washington, showcasing the high-end potential of hardscaping.
23. How does Stabuilt allocate its $700,000 marketing budget?
    Primarily on Google and HomeAdvisor, with Facebook for retargeting and $30,000 on print ads like magazines.
24. What’s the average job size for Stabuilt?
    Around $20,000, though projects can range from small patios to $270,000 driveways.
25. How does Stabuilt maintain quality with subcontractors?
    They vet subs through supplier references, past work checks, and ensure alignment with their warranty standards.
26. What’s Stabuilt’s warranty policy?
    They offer a 15-year workmanship warranty and lifetime material guarantees from manufacturers.
27. How does Stabuilt systemize its operations?
    Using a CRM, simplifying services, and creating a 108-page sales manual to standardize processes.
28. What’s the biggest lesson Peter learned at Stabuilt?
    Don’t underprice—his first $130,000 job should have been $200,000 due to scope creep.
29. How does Stabuilt handle seasonality in marketing?
    They reduce ad spend in slow months and align campaigns with weather patterns for optimal lead flow.
30. What’s Stabuilt’s hiring process for employees?
    It involves logistics screening, department interviews, a DISC assessment, and a final culture-fit check by Peter.
31. How does Stabuilt vet subcontractors?
    They check references, supplier feedback, and legal compliance to ensure quality and reliability.
32. What’s the weirdest request Stabuilt has received?
    A customer asked to wrap a car in artificial turf for a show, which they accommodated by selling the turf.
33. How does Stabuilt’s leadership team operate?
    Four leaders (sales, operations, finance, marketing) meet weekly with a structured format to solve key issues.
34. What’s Stabuilt’s competitive advantage?
    A 15-year warranty, lifetime material guarantees, and a professional experience with iPads and CAD designs.
35. How does Stabuilt track performance metrics?
    Through their CRM, they analyze job size, close rates, and lead flow to hit sales and marketing targets.
36. What’s Peter’s advice for new landscapers?
    Start small, work for a company first, use free resources like YouTube, and focus on systems to scale.
37. How does Stabuilt create a sales manual?
    Peter wrote a 108-page manual over 18 months, documenting systems and solutions as issues arose.
38. What’s Stabuilt’s approach to refunds?
    They avoid refunds, opting to fix issues like a poorly cut radius to ensure long-term customer satisfaction.
39. How has Stabuilt evolved its project management?
    From paper folders to Google Drive, and finally to a CRM, centralizing all job data for efficiency.
40. What’s Peter’s definition of success?
    It’s not a dollar amount—it’s enjoying the journey, working with his team, and creating happy customer experiences.
41. How does Stabuilt balance growth and profitability?
    By focusing on bottom-line efficiency, cutting costs, and streamlining operations alongside sales growth.
42. What’s the impact of Stabuilt’s model on its employees?
    It’s empowered many to start their own businesses, with Stabuilt as their primary client, fostering entrepreneurship.