Core Values

Service • Integrity • Excellence *

La Florida Core Values - South West Asia F15C

We spent three years with our business coach/consultant trying to codify what we do and how we do it.  Yes, we provide exceptional service, research that provides information (not data) that our customers can use to get above the noise to make an informed decision.  Placing the customers’ interests first and operating with integrity was just the corporate culture.  We kept ending up with the same conclusion that looked eerily like what I recalled from my days in the military and what was learned over the 15 years I served which included four (4) years at the United States Air Force Academy (USAFA). 

This prompted me to look at my Professional Military Studies manuals that I have kept with me for the past 20 years and also checked out what USAFA was doing today.

We founded La Florida while I was still flying the F-15C and it was a natural progression to build our real estate brokerage on similar principles that we lived every day in the military.

Basically, we mirrored--consciously or not—the United States Air Force (USAF) core values.  It fits our company and we give full attribution to the Air Force and Air Force Academy for the conciseness that translates completely to our business and is what we adhere to… not because it was created, it was part of the culture and the USAF Core values, "Integrity First • Service Before Self • Excellence in All We Do",  describes it perfectly.  La Florida translates this into the three words of Service • Integrity • Excellence.  That is the quick story--we just wanted you to know where we are coming from.  In no way is this an approval of or an endorsement by the the USAF or the USAFA.

We also learned in the military to provide our people with the tools for success, which includes equipment and training.  Not only is training conducted in mass, each agent is personally mentored by one or both of the founders which includes looking over paperwork, assisting with negotiations, meeting with their customers, and imparting the over 50 years of combined knowledge and experience, but also the application of extensive market research conducted by La Florida.  Since its founding, La Florida has provided the latest technical tools to our agents and our company has been able to operate virtually since 2003 by utilizing enterprise tools.  Some of this included secure replicated custom database software accessed on mobile devices like the Palm Pilot/Treo… yes the Palm Pilot.

The National Association of Realtors (NAR) has a foundation on which Realtors are held to a higher standard with the issuance and adherence to a Realtors’ Code of Ethics and a Realtor Pledge which has parallels to the Air Force.  Below is the foundational leadership model used In the Air Force and the parallel used in our industry taken one more step further at La Florida with the addition of our core values.

We look forward to serving you.

Jeffrey A. Landreth


If there are any questions, feel free to contact us at our main office 850.231.7896 or via e-mail (jlandreth@laflorida.com).

The La Florida Agent

La Florida Foundation of Character-Based Real Estate Representation*

La Florida Foundation of Character-Based Real Estate Representation*


The Air Force Officer

United States Air Force Academy Foundation of Character-Based Officership**

United States Air Force Academy Foundation of Character-Based Officership**

*Source of Concept and Foundation:  United States Air Force Academy Outcomes 2009, United States Air Force Academy Strategic Plan 2010-2014

**Source:  United States Air Force Academy Outcomes 2009