Elevating the Latino contractor community at IRE!

By Dani Sheehan. 

Explore the Latino-focused events as they steal the spotlight at IRE 2024 and embrace the culture on the rooftops. 

The International Roofing Expo (IRE) is not just a platform for showcasing the latest innovations in roofing; it’s also becoming a hub for celebrating diversity and inclusion in the industry. This year, IRE is hosting a series of Latino-focused events, highlighting the importance of embracing the Latino culture within the roofing sector. 

Ernestina Smith, a customer service representative at Cougar Paws Inc., shares her experience as a Latina in the roofing industry, saying, “It is amazing to know that per the last survey in 2021, 57.7% of roofing professional are Hispanic. It makes me proud of my people as they are hard workers too.”  

On February 6, join RCS Influencer and President at Southeast Contracting Services, Teresa Ramirez, as she presents on the importance of communicating in Spanish and English. She’ll share the resources that the National Roofing Contractors Association (NRCA) provides to their members and talk about the resources we have in the palm of our hands.  

Don’t miss the educational session “How to Start with Commercial Projects” on February 7 designed for small and medium-sized roofing companies looking to expand into commercial roofing. Conducted entirely in Spanish, the workshop covers crucial aspects such as licensing requirements, safety protocols, bidding strategies and financial management. Attendees will gain valuable insights to propel their businesses into lucrative commercial projects.  

Edgar Saucedo of SRS Distribution Para Latinos, frequently markets to the Hispanic population, finding ways to meet them in their homes, in their platform and very frequently in their native language. He says, “We understand it’s hard to explain roofing in Spanish, or it can sometimes be hard to explain a specific word. I always like the phrase, ‘I like to paint cafecito.’ Cafecito means brown, light brown, but also means coffee. So, we’re trying to connect the best talent for our customers so they can feel more at home.” 

Addressing a critical aspect of the industry, another session on February 8, titled “5 Keys to ‘Sell’ Safety to Latinos,” presented by Luciano Perez, safety director at KPost Company, explores the challenges of communicating safety measures effectively. Despite safety professionals conducting meetings and training, issues like fall protection persist. The session aims to unlock the keys for safety professionals and superintendents to bridge the communication gap with workers and create a safer working environment. 

Recognizing the significant growth potential within the Latino market, Owens Corning is leading the charge with a session on understanding and serving Latino homeowners, contractors and installers authentically. Partnering with Black//Brown, a Los Angeles based strategic advisory and impact studio which uses diversity-focused strategies to help companies grow, Owens Corning uses deep data and insights to develop a culture-forward strategy, acknowledging the Latino community’s impact on the roofing industry’s growth. 

SRS Distribution is dedicated to supporting the Latino and Spanish-speaking contractor community. The Para Latinos lounge, returning for the third consecutive year at booth #6321, offers specialized roofing services, education and networking opportunities in Spanish. Attendees can participate in various activities, and have a chance to win exciting prizes, including an all-expenses-paid trip to a soccer match, a 70-inch television, a drone and more. 

The commitment to diversity and inclusion extends beyond the exhibit floor! Join SRS Distribution as they host the Para Latinos VIP Cocktail Party and Premios Exito, recognizing excellence in various categories. These events not only celebrate success but also foster a sense of community within the roofing industry. 

As the industry evolves, events like these at IRE demonstrate the industry’s commitment to embracing diversity, fostering inclusivity and recognizing the contributions of the Latino community. It’s a step towards creating a more vibrant and representative roofing industry for the future.