Camila Santander - Beacon Female Roofing Professional of the year Finalist! - PODCAST TRANSCRIPTION

Editor's note: The following is the transcript of an live interview with Camila Santander of ASA Roofing. You can read the interview below or listen to the podcast. 

Speaker 1:
Welcome to Roofing Road Trips with Heidi. Explore the roofing industry through the eyes of a long term professional within the trade. Listen for insights, interviews, and exciting news in the roofing industry today.

Heidi Ellsworth:
Hello and welcome to another Roofing Road Trips. This is Heidi Ellsworth with Roofers Coffee Shop. And I am actually today in Denver, Colorado visiting some roofing friends here, but I am virtually road tripping across the country to just outside of Washington DC, to visit with Camila Santander. I am so excited. This is one of the Beacon Women Roofers. This program that Beacon has done, and the quality of women who were the finalists, and really has showcased powerhouses. And today Camila, thank you so much for being here. I am so excited to hear about your story, to hear about all the great things that has been going on with this Beacon award, so welcome.

Camila Santander:
Thank you, Heidi. Yeah, no, I'm really happy to be here too, and talking to you. This is such a great community, and I'm just so happy to be a part of it. And like you mentioned, the Beacon was just very exciting competition, that I was so happy to be a part of as well.

Heidi Ellsworth:
Yeah, the Beacon's Female Roofing Professional of the Year, and you were a finalist, there were five women who were all part of this that just spanned the country, and are so incredible. So I would just love for you to share your story. Let's just, share your story. How did you get into roofing? Your roofing company, running multiple companies. I'm just really excited, so please share with everyone.

Camila Santander:
Yeah, well, the entrepreneurial spirit has always been present since I was young, but the way that our company started was, we're a small family company. It was created with my father and I. And I started doing this when I was 14. We came to this country as immigrants, and like all immigrants, my parents were working multiple jobs to be able to keep a roof over our head. And it was tough. So after a couple of years, my father with enough expertise, he really wanted to move forward with trying to do something on his own. Back home, we would also, we're from Chile. And in Chile where they would also have a taxi business, limousine business. They were always trying to be this small business owner. They always had the mindset for it, my parents.

Camila Santander:
And so, when we came here, it was no different. They wanted a shot at doing things their way, and serving the community. And my father figured, "Well, I know the trade, so let's give this a try." And the only reason I really came in at such a young age, at 14, was due to the fact that there was this language barrier. Although my parents communicated in English, it is their second language that they learned when they were already adults. And so there is still that struggle, that sometimes is faced, especially when you're dealing with paperwork. Like, official paperwork and all of the details that are involved when it comes to creating a business, having everything required to actually run your business. Creating the business is just step one, of many.

Heidi Ellsworth:
Yeah.

Camila Santander:
And so that's really where I came in, and I was happy to do so. It was exciting for me. And it was at a time where Google was just exploding. And so, I had a lot of support. Although I was young, I became very resourceful. And so at 14 I helped my father start, create and build what is now ASA Roofing, Inc. We started in a closet, literally a closet in our apartment, for me on the computer and him sitting next to me, letting me know like, "Okay, on this proposal, we have to repair the facia and repair the soffit. And it's 20 linear feet," telling me in Spanish. And I'm just translating it all in English, creating this estimate for our clients.

Camila Santander:
And so that's how really we started out, in our tiny closet in our apartment, and we are so thankful that now we have grown to a multimillion dollar company here, serving the Alexandria city. And we have over 12 employees, we have our brick and mortar warehouse office space, and just has exploded from our little office in a closet to now being actually a big part of our community.

Heidi Ellsworth:
I just find that so cool. And I'm wondering, at 14, as you were trying to... Contracts, documents, everything to build a business, that is pretty impressive. I mean, not pretty impressive. That is incredibly impressive. So how did it feel at 14, to be going to school also doing all this with starting a business? I mean, that takes a lot.

Camila Santander:
Honestly, Heidi, I didn't even really think about it at the time. It was just part of my day. It wasn't something that I necessarily talked to my peers about because no one could relate, but it was just something part of my day. Kind of like when some kids go home and they take care of their younger siblings by cooking dinner or taking them to their class. There's so many different lifestyles that are led, especially in immigrant communities that... Honestly, I just really didn't think twice about it. It was just part of my day.

Camila Santander:
And although, on a school night it would be like 11:00 PM, 12:00 AM, and we're trying to send out all this paperwork. It really just felt normal for me. Like, "Oh, we're all working towards something, and I'm doing this to help my family," but it really didn't feel like a big deal. And I find that to be the case with most things, while we're in it. While we're in the middle of something, we rarely kind of grasp the significance of it, until it has passed. And then once you look back, you're like, "Wow, I really did that."

Heidi Ellsworth:
I agree with you, you just do it. You do it. You don't even think about it. You just, "This is how it is, and this is my world." But I would love for you to share, tell us a little bit about ASA. What are you specializing in? How is that business growing? Where are some of your focuses?

Camila Santander:
Yeah, so we're actually general contracting. We are a GC. We have a Class A license, so we're really able to do anything under the sun, but we like to focus on roofing. Hence, the name, ASA Roofing Inc. We are really truly roofing specialists. There is this void in this area that we felt. We felt it as soon as we went in, because we were getting calls left and right from people saying, "I just had my roof done and it's leaking all over the place." And that's something we come across often, when the reality is that if their roof is done correctly, according to code, they shouldn't have a problem for 20 years if not more. So to hear those types of feedback from the community saying, "I just got my roof repaired. I just got it replaced. And I'm having all these issues."

Camila Santander:
That really opened our eyes to think, "Well this could be really, our niche, where we focus our services around." And so, that's what we've done. We still continue to do a lot of different types of work. Like we do window replacement, siding. We do new builds. We have done some beautiful homes here in the Falls Church, Virginia area, built from scratch and they're beautiful. So we do a lot of different things, including backs, and et cetera. So we have experience doing everything, but roofing has really been our focus just because of the lack of expertise in the area. It's such a critical part of any structure that it's almost even like a basic human right, a functioning roof over your head, that is just not leaking on you.

Camila Santander:
So it was something we really loved doing because we felt its importance, and we saw the change it would make in people's lives. Like, literally, their world coming down on them. Their roof almost falling on top of them. And then here we go, after countless contractors have tried, and we show up and we're able to fix the problem. And that's all due to my father's expertise. That's where his knowledge really shines through, because he really did his due diligence and he's one of those studies that will read every single line of the code book, and just make sure that he's up to date with everything. And so, that has really made us stand out from the rest.

Heidi Ellsworth:
That is so cool. I'm really, I'm interested too. I mean, to have this family business. Who all is involved in your family business? Kind of give us a view of your culture and the family.

Camila Santander:
So yeah, this is truly a family run and operated business because there's my father, who's president. There's me, the oldest, who's vice president. There's our second-to-youngest, who is office general manager. There's the youngest, who has a receptionist job here and there's our uncle, who is our operations manager. And so, it's truly just a family-run business. We have other staff, that we now consider them family, but for it to be like actual blood family. We actually have our family members working here, day-to-day.

Heidi Ellsworth:
That is so cool.

Camila Santander:
So if people call in, they can get one of us.

Heidi Ellsworth:
Well, as you're kind of looking at that, that is... Roofers Coffee Shop family business too. Plus, everybody who works for Roofers Coffee Shop is family, right? It's the same thing as what you're saying. And it's also really, I think so important within the community of working, obviously with your suppliers, your manufacturers, all those kind of things. So I would love some of your thoughts on... And even going back to starting your business, at 14. You had to start, I mean with your dad, you both were developing relationships with distributors, and how did all of that work?

Camila Santander:
At first we scrambled, because the only place we knew where to get things was Home Depot or Lowe's. But through experience, through the years, and again, through Google. We were really able to start learning what else is out there, these other distributors. And then, after being in those stores, day after day, we started connecting with people and knowing the staff that worked there. And then, eventually opening up accounts, when we got big enough. And that was a huge step forward.

Camila Santander:
And now we have, we work with almost every distributor in the area, we're known throughout. And that's what happens after being in the field for over, now 13 years.

Heidi Ellsworth:
Wow.

Camila Santander:
So, yeah. And we started off just at Home Depot and Lowe's, as everyone does, and then we moved up from there once we started getting more work.

Heidi Ellsworth:
Working right now and being part, I mean nominated for the Beacon Female Roofer of the year, and working with Beacon overall, how has that really... Beacon has so many different, from technologies to programs to this award, how has that worked for you and ASA? Really kind of having that high level on relationship with Beacon?

Camila Santander:
Yeah, that has really helped us expand and grow in many different ways. More specifically, this contest. This was the first female roofing contest that Beacon has ever hosted. And so it was a really big deal just for the whole nation, really. North America, because the contest was for all North America, and so it was such a big deal. And this in itself, honestly, I didn't really think too much of it when I first learned about it. I was just like, "Wow, this is interesting. I've never heard of a contest for female roofers. I always just hear roofers and automatically, it's male associated."

Camila Santander:
And so when I heard about it, I just told, "Wow, this is interesting." And my staff also knew about it. And then out of nowhere they would tell me, "I submitted an application for you." I was like, "Really? Oh my goodness." I was honored and shocked, and just so happy that they even thought about me for this, and wanted to put in that extra work to nominate me. I was so grateful. And just that in itself made me very grateful for them, and everyone in my life.

Camila Santander:
And then when I was actually nominated for the top five, that was a shock, really. That was a shock, because like I said, we're a small family business. "Small family business," I say with quotations. You can't see it, but I'm doing air quotations, because technically a small family business is like... A small family, I think it's under 250 employees, or something like that? Is considered a small business. We have 12. So for us to be nominated in this category, I saw the powerful companies that we were up against. And I was just over the moon. I was over the moon because I was like, "Wow. Beacon is giving us this great opportunity for us to highlight our business, and go up against the big dogs."

Camila Santander:
And it was a great opportunity for us, because it allowed us to connect even more war with our community. Letting our community know of this contest, just that, allowed us to have conversations. More conversations with our previous clients, new potential clients, supporters overall, especially being the only Latina that was nominated. That was a huge, huge thing because the entire Latin community was coming out, and showing support. People I've never met. People I've never talked to, they have reached out and said, "I heard about this and I'm voting for you and I'm shooting for this, and I'm going to tell all my family." And that was overwhelming, really. That was just overwhelming.

Camila Santander:
And I couldn't have experienced that if it wasn't for Beacon running this contest, and highlighting the wonderful woman in our field. And I got to be a part of it.

Heidi Ellsworth:
Well, I have to tell you, you are impressive. And when I really think about how important it is right now, overall diversity, but to have women be definitely celebrated and respected and brought into the roofing industry. But also, with your Latin heritage, being a Latina and really showing the... I don't know, it's just, it's so impressive. And I'm so excited because we, I feel roofing hasn't done this enough, and I'm so happy that Beacon has stepped up, in really showing the depth of small companies that are coming up, and starting. And also, I love the fact as you talk about, being an immigrant family. And really resettling. And how old were you, when you came to America?

Camila Santander:
When we came and settled here, I was 12.

Heidi Ellsworth:
12. Okay. So you had a lot of adjustments, also.

Camila Santander:
Yes. I almost have these like two worlds in my head. Remembering, living in Chile, and being a part of that community. And then coming here, and learning English and being a part of this community, it's different worlds. And so, in my head, I just kind of have these two different realities going on, and it's really amazing. I feel really blessed to have been a part of different communities in the way that I was, because it has helped me be who I am today.

Heidi Ellsworth:
Definitely. And it creates such a bigger world picture and understanding, that a lot of people just don't have. What would be some of your advice to other women, to other Latina women, who are thinking about getting into roofing? Or maybe they're involved with, somehow a little bit involved with the company? Why should they get more involved? I mean, you have all kinds of siblings working with you now, too.

Camila Santander:
Yeah.

Heidi Ellsworth:
What's some advice on that front?

Camila Santander:
Do not feel intimidated. Once you start to actually be in this field, you'll realize that you're probably more qualified and more knowledgeable than a lot of people who you may look up to, at this moment in time. It's something that I learned years ago, because I would look up at other people and I would say, "Wow, how do you do what you do? And you're so confident and," you're so this, you're so that. And now being at a certain level, I'm just kind of like, "Wow, well, I could have done that way better."

Camila Santander:
And so, I really like to tell everyone to just not feel intimidated. And I know it's hard, but that's a fear that you have to push through. Growth comes from being uncomfortable. It comes from putting yourself in situations that make you want to retreat, that scare you. And that's when you have to just push forward, even more. And it's just a passing emotion, just like any emotion. And so, do not let it hold you back from moving forward.

Camila Santander:
Anything, I have the mentality of like, "You don't know how to swim?" Just dive in, and you're going to learn. Just get in there and you're going to learn. Don't be afraid to try new things and to talk to new people." Like I am here with you today, Heidi. It's so rewarding, just having this conversation and talking about everything that I have been through, it's it really reminds me where I started and where I am. And I didn't do it because I wasn't scared. I was scared the whole time. I continued to be scared, as I grab onto bigger project and go into talking and working with even more experienced individuals.

Camila Santander:
I push through that fear. I welcome it, because that means that you will grow with it. And you will come out bigger and better than you could have ever thought. So my advice really, for all women anywhere, even if you're not doing roofing or construction. Anything that you want to do, if it scares you, that's a good thing. Keep going that way, that it scares you, keep pushing that way. And, you're going to see. You're going to do things that are going to amaze you.

Heidi Ellsworth:
That's such great advice, because I think I've always lived my life the same way. And in roofing, because it's really easy for people to try to intimidate women. Or anybody. It doesn't matter if you're a man or a woman, there's a lot of intimidation at certain points.

Camila Santander:
Yeah.

Heidi Ellsworth:
But pushing through that, and also, I love what you just said about living outside your comfort zone. Just really putting yourself to that next step. So what are some of the... How are you pushing yourself out of your comfort zone? What are some of the next steps for you and ASA?

Camila Santander:
Well, I would love to get into some bigger projects, like revamping and helping out entire communities at once. There's a lot of neighborhoods that need assistance in just getting updated, becoming livable. And so, I'm looking to really work with the cities, now. I'm looking to work with the government so that we can actually make an impact on our communities, on a bigger scale. I want to be able to... Entire neighborhoods just have them have brand new roofs, great living conditions, so that people can not worry about that basic human need of just having this roof over their head. I'm really looking to go that route, in these next couple of years, because I already did the whole private sector thing, and so I want to go now into really being able to impact the community in a grander scale.

Camila Santander:
So I really hope that I'm able... I will. I'm sorry. I got to change that verbiage. You can't say, "I hope, I desire." No. "I will do this." Now it's just a matter of pushing through my fear, and talking to the right people.

Heidi Ellsworth:
Well, we may be starting that today, because I have to tell you, I just had a press release come across the Roofers Coffee Shop desk today. And it's all about what you just talked about. There is a whole, large nonprofit, and I wish I could think of the name right now. But for everybody out there, you're going to see you the press release on Roofers Coffee Shop. And Camila, I will send that to you, because it's all about working together to improve neighborhoods. It's exactly what you just said.

Heidi Ellsworth:
And so, I'm so impressed. That's exactly where the roofing industry needs to be. I have an organization, I'm going to forward it to you. And it's all about that. Helping communities restore homes instead of tearing them down or selling them, but kind of building these communities. So I love your vision. I think that is just amazing. We'll be tracking that on Roofers Coffee Shop. I'm excited. That is really [crosstalk 00:24:42].

Camila Santander:
And you know Heidi, this is exactly what it's about. We didn't go into this conversation talking about any of that, and now it just, a connection happened. And that's what we can't be scared of. We have to talk to people, and talk about what your goals are and where you want to go. And you never know who you're going to be talking to that's able to help you, and give you this lending hand. So to all the women out there, just go for it. Have that conversation, and be scared.

Heidi Ellsworth:
Right. Be scared. Push through it, push through it.

Camila Santander:
Push through it, push through it.

Heidi Ellsworth:
So, okay. Last piece of advice. In working with distributors. So you have this... I love this vision you have, for helping communities. And, how important is it to get your distributors involved with you on that? So talking to Beacon, having Beacon be a part of that. And then also, just kind of overall for business, how important is that relationship to kind of making some of these dreams happen?

Camila Santander:
Oh, it's so important. A smile and a good morning goes a long way, in being able to get what you need, when you need it. Because if you're rude, if you're always with a short temper, or anything like that. We all have things going on in our lives. And so to just kind of extend that happy conversation, and just to ask like, "Hey, how are you doing? How's your family going?" Just to actually get involved in knowing who you're talking to, makes a big difference. The connections are most important in anything in business, especially small business. Bigger giants, they get away with having horrible customer service.

Camila Santander:
But when it comes to being a small business, being nice just really comes a long way. And that also goes not just for your clients, but for your distributors. I like to send them a little gift basket for Christmas and holidays, just to let them know that I appreciate what they do, and I think about them. And it's important because we all want to feel like we are valued and appreciated. And so, many times I've been in very sticky situations where I've needed something ASAP, and because of that personal connection they would go above and beyond to try to get that for me. And so, it's really important to just be nice and make those human connections. To not treat everyone just like they're working for you. We're working together on this, and that's really important.

Heidi Ellsworth:
Well, you are wise beyond your years. I can tell. This has been so incredibly delightful. I am so excited to continue working with you, and to now have this relationship, because you know I'm going to be talking... We got National Women in Roofing, Roofing Day in DC.

Camila Santander:
I'm going to see you there, Heidi.

Heidi Ellsworth:
Yes, I know. So many great things, and Beacon as always is one of the top Diamond Sponsors for National Women in Roofing, so they really put their money where their mouth is. And, this has just been the best podcast. Camila, thank you so much for being a part of this. And we're excited to have you now as part of Roofers Coffee Shop.

Camila Santander:
Oh, I'm excited too, Heidi. And thank you for all that you do, just kind of bringing all the community together, and getting us to know each other. What you do is really amazing, and I'm grateful for it. So thank you so much for having me today.

Heidi Ellsworth:
Thank you. And we are so grateful for you, and we're so grateful for everybody who's listening to this podcast. This has just been a delight, to be able to have the finalists and winners of the Beacon Female Roofer of the Year contest. We have a couple more coming up and it's just been... Just love it, love it, love it.

Heidi Ellsworth:
So for everybody who's listening, thank you. Please be sure to listen to all the podcasts that are out there, you can find them on rooferscoffeeshop.com underneath the Read, List and Watch initiative, or of course on your favorite podcast channel. Be sure to subscribe, so you don't miss a single podcast that's coming up.

Heidi Ellsworth:
Camila, thank you again for being here today.

Camila Santander:
Thank you, Heidi. Thank you everyone.

Heidi Ellsworth:
Have a great day. Talk to you later.

Speaker 1:
Make sure to subscribe to our channel, and leave a review. Thanks for listening. This has been Roofing Road Trips with Heidi, from the rooferscoffeeshop.com.