Teresa Ramirez & Sergio Terreros - Exploring Expo Contratista-PODCAST TRANSCRIPT

Editor's note: The following is the transcript of a live interview with Teresa Ramirez and Sergio Terreros of Expo Contratista. You can read the interview below or listen to the podcast.

Intro: Welcome to Roofing Road Trips, the podcast that takes you on a thrilling journey across the world of roofing. From fascinating interviews with roofing experts, to on-the-road adventures, we'll uncover the stories, innovations and challenges that shape the rooftops over our heads. Fasten your seatbelts and join us as we embark on this exciting roofing road trip.

Heidi J Ellsworth: Hello, and welcome to another Roofing Road Trips from RoofersCoffeeShop. My name is Heidi Ellsworth, and today, we have something so special. This is going to be our first Roofing Road Trips that is going to be in both English and Spanish. That is because we are talking about Expo Contratista, which also, a first, RoofersCoffeeShop will be exhibiting and at the show live, with video and everything else.

We wanted to get our friends together who are going to be there and talk about it today. I am so excited to welcome Sergio, Itzel and Teresa to the Roofing Road Trips. Welcome, all.

Teresa Ramirez: Thank you.

Heidi J Ellsworth: What we're going to do, we're going to start out with some introductions. Sergio, if we could start with you, if you could introduce yourself, both in English and in Spanish, tell us what you do and a little bit about Expo Contratista.

Sergio Terreros: Definitely. Well, Sergio, I'm the organizer of the Expo Contratista, National Hispanic Construction Trade Show and of course, we welcome all the roofers. Roofers actually, they became the number one trade [inaudible 00:01:40] in this in 2000, since 2000, where we at, '24, '22. They represent a huge population of the roofing industry. Let me switch it to Spanish, [foreign language 00:01:55].

Heidi J Ellsworth: Excellent. Thank you so much. That is so great. Gracias. Teresa, can you introduce yourself, both in English and Spanish? Tell us about your company and what you do.
Teresa Ramirez: Of course. My name is Teresa Ramirez. I work with Southeast Contracting Services, and we provide roofing labors and skilled for the roofing industry for more than 10 years. We are very focused on the Hispanic culture, and we are happy to be here. [foreign language 00:03:10]. I'm super glad to be here with RoofersCoffeeShop. I'm very excited that you're going to be at the Expo Contratista.

Heidi J Ellsworth: Yeah.

Teresa Ramirez: 2024 edition.

Heidi J Ellsworth: I love it. Gracias, Teresa. Okay. Itzel, if you can introduce yourself and tell us what you do with RoofersCoffeeShop, both in English and Spanish, that would be awesome.

Itzel Najera: Okay. Well, my name is Itzel Najera. I'm the Spanish content creator for RoofersCoffeeShop. I'm very excited to be here, and put my Spanish...

Heidi J Ellsworth: ... Importance of roofing and construction overall in really embracing and the inclusion. Teresa, we've talked about this so many times, how important it is to really be inclusive and embracing of the Hispanic Latino culture. Can you share, you always have such wonderful things to say, share some of your thoughts on what you're seeing in the industries and how it's improving?

Teresa Ramirez: Basically, I'm so proud of my people and I'm part of it to being always trying to get everything better. I think it's the Hispanics that used to be a long time ago, we have been growing so much, because we are, the majority of the people speak both languages, English and Spanish. I think it's amazing, because we can communicate with each other and also we are always trying and be focused to be very good related with the inclusion with any other culture.

That's one of the things that I'm so proud of me and the people that, as a Latino. Basically, I'm super happy also that Sergio and Expo Contratista is expanding their horizons [foreign language 00:05:44]. You're going to learn a lot of things that anything that you do in the construction industry, will improve the quality of your product or services.

Heidi J Ellsworth: So, true, so true. Sergio, I love the fact that you said roofers and roofing professionals are your number one specialty trade at the expo, but can you talk a little bit about what you've seen with the growth, in roofing and in construction overall, of really the inclusion and celebration of the Hispanic culture?

Sergio Terreros: Yeah, definitely. Well, over the years, we've been learning a lot about the roofing industry. We knew it is important. We knew it's very highly populated and chosen by the Hispanic community, but in those years, we've been learning that they learning the trade, but also now, they're learning the business side. When they start learning the business side, they can hire more people. That's one of the, I think, effect that's happening.

They're hiring more and more and more. Now, you have a guy that used to working by itself, like probably two, three people. Now, they have teams of 25 or 30 roofers. That is amazing, because now, I see them as not only an entrepreneur, but as a real business owner, the middle size, probably size companies. That is one of the effects of, or the entrepreneurship the Latino community have.

I'll always tell, we have seminars around the United States and I always tell the roofers, like, "Guys, this industry is huge, billions of dollars are in this industry. Just learn how to make money, learn how to run the business and the money will come." That's one of the effects. Of course, the Hispanic community, we came here to make money, to send money to Mexico or Latin countries.

We just want a better life for our families, and they do whatever it takes in the roofing aspect, because it's a really high-risk industry. That's one of the reason I think is highly populated by Latinos, because we are here for a purpose that is to grow, to have a better life for their company. [foreign language 00:08:31].

Heidi J Ellsworth: Excellent. Itzel, I'm so curious, you've just joined RoofersCoffeeShop, we're so happy to have you. You come from a very young, Hispanic, you are bringing such great ideas to us. What are some of the things, just first, what you've seen just since you've been with us, I think it's been a month, but what are some of the things you're seeing about roofing in the industry?

Itzel Najera: Well, personally, in my family, a lot of my families are roofers and construction workers. I'm the first generation. I'm put in a place where I have to translate documents for my dad for him to sign things. Seeing how all these organizations are coming in to help out that, it's amazing, because I know I could provide that information to my dad or to anybody who might need the help. I think it's a really great resource, and I'm excited to see how it's going to help the Hispanic community. [foreign language 00:10:35].

Heidi J Ellsworth: Thank you so much. Sergio, can you tell us, let's get right into the expo and talk about that, can you tell us what inspired the creation and how it's evolved over the years? You said, as you've seen different groups coming in, I'd love to hear that history.

Sergio Terreros: Yeah, definitely. In 2018, actually, born. My background is in marketing. We was working with a company with a brand, actually it's a compact equipment brand, we were working with them and creating the general marketing campaign for them. They knew I'm Hispanic, of course, I sound Hispanic, my accent-

Heidi J Ellsworth: Sounds beautiful.

Sergio Terreros: I keep telling them I'm Russian, but they're like, "Man, you're..." Then you're creating this campaign, they say, "Well, let's go to some trade shows. Where we've been doing trade shows? Find me a Hispanic trade show where we can go and showcase the product." Guess what? There was none. Like, how in earth, there's not trade shows for the Latino community? If you go to any job site, there's the Latinos everywhere. It didn't make sense to me.

You know what they say, if there's not a market, create one. My entrepreneurship came out and I said, "Well, let me do it. How much it costs to create a trade show?" I'm studying, and of course, you know how budgets are. Budgets is just a fancy work for not knowing what you're going to spend. I overspent all my money creating this show, my savings and everything, because I did believe in the show. The first year, it was a success. We received more than 7,000 contractors.

It's like, "Okay, we have something here," and we develop it, we start promoting it and finding sponsors, supporters and everyone hear about the Expo Contratista. Of every 10 person survey, "This is a good idea, we need it, we want to support it." That is the story. Then we start moving it in Texas. I'm from Texas. I said, "Well, let's work in expansion." We did it. Of course, 2020 hit and nobody talk about it, let's forget about the year, doesn't count. I'm still terrified. [inaudible 00:13:48].

Then we decided, we have to take a video, right? Companies start from asking me, "Hey, are you just regional, you only in Texas, so what is next?" We said, "Well, I think it's time to expand. People is asking for it." The first year, we did a research, because we are part of the National Hispanic Contractors Association, where we say, "Okay, where are Hispanics that work in construction, but also very important, there's money in the city?"

If there's not construction going on there, we can't do it there." We did research, we went to different companies and we found out that Atlanta, in 2023, they had the most approved new construction permits in the entire United States.

Heidi J Ellsworth: Wow.

Sergio Terreros: Residential.

Heidi J Ellsworth: Wow.

Sergio Terreros: In commercial, they was the third place. I said, "Well, this is it. Let's do it." The first, the second place in residential was Houston. Well, we're in Houston and the third place was Dallas. I said, "Well, let's go to Atlanta. Let's see Atlanta, there's Hispanics there, there's construction going on. There's all the factors of the boxes checked in Atlanta." That's why we choose Atlanta. Yeah, since we opened the show, for example, we've been having 20, 30 signups every day.

We expect a lot of response in Atlanta. That's the story of the show. Yeah, now we can say that we're a national trade show. Happy to have you guys there. Believe me, I always saw you guys in IRE. I'm like, "Why didn't they come to my show?"

Heidi J Ellsworth: I know. We needed Itzel.

Sergio Terreros: Yeah, very, very happy. Now, let me switch it to Spanish. [foreign language 00:17:05]. We're very excited to have Expo Contratista and it has been a challenge and it's fun at the same time.

Heidi J Ellsworth: Having fun. Teresa, you've been before. Tell us about it.

Teresa Ramirez: Okay. I think Expo Contratista is a very good place to introduce yourself as a Mexican, or as a Mexican-American or as any other culture. As Sergio mentioned, we are ready to embrace any other cultures. We are used to work with any other cultures. We are here not to step down anybody, but what we want is to grow all together. At the end of the day, US, we are everyone. If we are together, we can do great things.

One of the best things that I like is, and I always talk and breathe and eat inclusive diversion, be inclusive, try to understand other cultures, try to be empathy. That's one of my main missions. One of my cores is empathy. You need to understand any type of culture. I think Expo Contratista, you guys, Sergio and all your team, I'm so proud of you and let me tell you why.

What you are doing is something very different that will impact not just the Latinos, but everyone, because you are embracing diversity and inclusion in a way that never anybody thought that before. Kudos for that, Sergio. [foreign language 00:19:04].

Heidi J Ellsworth: Well, let's talk about what people can expect at the Expo. Sergio, when people are coming there, this will be Itzel's and I's first time, what can we expect? I've heard about competitions, education, so many great things.

Sergio Terreros: Yeah, definitely. We always, every year, we're looking to improve it, like what we did wrong, what we learned and what we want to accomplish. We always talk with exhibitors, like, "Hey, what do you like about this? What do you like about that?" With that in mind, because we know perfect, right? Like I said, I like to compete or not compete. I want to like to compare with leaders. I see IRE, he's huge and I'm like, "Okay, how I can be in that arena?"

What we can expect right now is more seminars, more educational, more of a business relationship. Something new that we added this year is we doubled our seminars opportunities and speaking opportunities for [inaudible 00:20:50], so they can have more educational time. That's one. Two, we create the business scale. The business scale is now companies that wants to meet with these subcontractors and do business there.

We have GCs coming to our show with projects, ready to beat those projects. For example, Teresa, you have to be there. I'm sure you're going to be there. I need you to bring all the roofing-

Teresa Ramirez: Of course.

Sergio Terreros: ... I want to have GCs there, ready to hire. Okay?That one thing, the other thing that we implement as well is the Rufero Mayor. That's a competition. I know you guys hear about Maistro.

Teresa Ramirez: I love it.

Sergio Terreros: Maistro Ninja is our main event, they compete in this construction, different trades. Now, we came up with the roofing competition and we call it the Rufero Mayor, we can call it Top Dog of the Roofers. We want to put it to compete, it's a group of three or four, I think it's, sorry, four and see who the best roofer, right? Quality, speed, everything. It's brought to you by Owens Corning, of course.

The other thing that we're implementing is the Content Creators Meeting. We have, we've been reached by a lot of content creators, Latinos creating content in roofing, in construction overall. They want an opportunity to meet brands, companies, "Hey, I want to create content for you guys. I want to do this, this and that," and vice versa, we get call from, hours too late, "Do you know a content creator for this? I'm looking to connect with Latinos."

I say, "Well, you know what? Let's come up with this meeting." It's a private, by invitation only, but we came up with this ideas so we can connect content creators, brands and companies, because I know if we connect them, they reach more people and more people want to know about a specific product or service or company and Hispanics are there waiting for you guys. I always tell the message to all our [inaudible 00:23:22].

You're coming to Expo Contratista, you're coming for someone expecting you. They want to see you. They want to meet you. They're just eager to deal with you guys. These guys are ready for them. That's just things that we are adding to our show and thanks to our partners, other association that we partnered with, sending more people. That's how we've been growing and that's things that we can expect new for our audience and everyone that comes to one of these.

Heidi J Ellsworth: Maybe if you could share that again in Spanish, just what they expect. Yes.

Sergio Terreros: It's Friday.

Heidi J Ellsworth: Do we know that?

Sergio Terreros: [foreign language 00:24:26].

Heidi J Ellsworth: Okay, so Itzel, after hearing all of this, all this exciting things, what are you most excited about? This can be one of your first trade shows. What are you most excited about?

Itzel Najera: I'm so excited about those competitions. Those seem so much fun. I can't wait to see how everybody just gets down and hustles for that prize. Just seeing how our Hispanic community is going to be put out there, I think that's fascinating to see how so many doors of opportunities are going to be opening just for attending.

Networking is so important, and knowing who to go to, what things could come up just for attending the show is so great. I think I'm excited. I'm excited to go. I can't wait now.

Heidi J Ellsworth: I know. I know, me too. I can't really wait. Okay. then-

Itzel Najera: [foreign language 00:28:21].

Heidi J Ellsworth: Okay. Teresa, what is your favorite? You've been and you're looking forward to, what is your favorite part of going?

Teresa Ramirez: Okay, my favorite part is that everything is so interactive and the people are so proactive and supportive. Basically, you're going to be feeling like a familia, because that's how we are, the culture of the Latinos. We treat everyone as one of us. I think anyone that should attend the convention, excuse me, will be super happy and very... They will feel very warm and welcome.

Heidi J Ellsworth: You have a booth, right?

Teresa Ramirez: Yes, yes. This year, we're going to have a booth. Last year, we had a booth too and it was great.

Heidi J Ellsworth: Okay, so go ahead.

Teresa Ramirez: Yeah. [foreign language 00:30:33].

Heidi J Ellsworth: Love it, okay. I can't believe this has been so much fun and this has gone... I'm with Itzel, I'm so excited. Sergio, can you tell everyone the dates again and how they can register, how they can go?

Sergio Terreros: Yes, definitely. The date is October 4th and 5th this 2024. It's going to be two-day event, right? We open at 10:00 AM and close at 5:00 PM. Get early, what you say, early get the worm? Go there. How I register now, very interesting, because this year is going to be free, thanks to Owens Corning, because they come out with the full support of the show this year in Atlanta.

Kudos to Owens Corning support the Latino community, so the tickets are free, just register. The only thing that we ask is register and to register is upc.ExpoContratista.com. [foreign language 00:32:15].

Teresa Ramirez: [inaudible 00:32:15].

Heidi J Ellsworth: Yes, I can't thank you all enough. This has been so great. We will, RoofersCoffeeShop will be there. Sergio, you never have to worry about that again. We're bringing our cameras and our film, and we're going to be having interviews. Everyone needs to come by and meet Itzel, because she is brand new to the industry, but obviously, with a great history and she knows, because my dad was a contractor too. There we go.

Teresa with Southeast Contracting will have a booth out there, and you can find all of this information on RoofersCoffeeShop. In the directory, you can find National Association of Hispanic Contractors, the Expo Contratista, Southeast Contracting and all the information for the show. We can't wait to see you all there, so gracias, my friends, amigos. We need to work on Heidi's language in bilingual, but I can't tell you how much I appreciate you all and this is just such a wonderful experience. Thank you so much.

Sergio Terreros: Thank you guys for having me. Definitely we'll see you there. Don't forget about the Spanish challenge that we have in Expo Contratista.

Teresa Ramirez: Yay, I was thinking the same. You should have a Spanish challenge contest, and who will pronunciate better? I don't know. Something correct [inaudible 00:33:45] will be fun.

Heidi J Ellsworth: I'm going to be in trouble, but I'll have fun and I'll always try. That'll be good. Thank you, all. Thank you all, and thank you all for listening. How fun was this? This is great. Please, if you are a roofing company out there, please send your Hispanic roofing professionals, come yourself. Obviously, Owens Corning as the major sponsor of this, there is a commitment of the roofing industry behind this. We all need to be there.

Please attend, and look for us. We're going to be having a great time. Be sure to check out all of our podcasts under the Read, Listen, Watch navigation on RoofersCoffeeShop. Be sure to subscribe, and set those notifications on your favorite podcast channel. We'll be seeing you next time on Roofing Road Trips.

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