Women In Sales Are Breaking Barriers and Empowering A Gender Diverse Salesforce

"Everyone deserves a roof," says roof raiser Dior Vass of Dior Construction, "and we want to give it to them."Thanks to hard work, a commitment to community service, innovative technology use, and ongoing contributions to the roofing industry, Dior's been nailing that goal since 2010. Learn how this GAF Master Elite Contractor* and his northern New Jersey company are raising the roofing game.Raising the Roofing WorkforceEncouraging future roofers is one way Dior raises up the industry. At a recent GAF Roofing Academy course held at GAF headquarters in Parsippany, New Jersey, Dior shared industry insights and advice with an all-female class from Edison Job Corps.Women are vastly underrepresented and underutilized in the industry and only comprise about 4.6% of roofers. Dior is helping encourage a new wave of skilled laborers by supporting the Roofing Academy as it teaches the necessary skills to enter the roofing industry."Making roofing more appealing and friendly to women opens up a whole new level of opportunities from a business perspective," says Dior. Whether they're going to install shingles, manage projects, or sell jobs, "not actively seeking women out is one of the biggest mistakes a business can make."Dior is excited to see and support GAF making roofing more accessible to women through job training. "GAF Roofing Academy is really creating jobs and building the industry more than I've seen anyone else do," says Dior.As an industry leader, Dior knows the learning never ends. He regularly has GAF come out to teach his staff and notes that "GAF is the world's largest roofing manufacturer and still takes the time to create programs that educate existing roofers."Sharing the Keys to SuccessHow has Dior built such a successful company? Communication. "We've come to learn nothing is possible without it," he says. Along with strong internal and external communication, he attributes Dior Construction's success to people and processes.Dior has a well-planned approach to hiring the right team members and implementing the right processes. "Without the right people, processes will never be followed," he says. And without the right processes, "you can have great people, but they might be on the wrong seat on the bus and not have the opportunities they need to excel in their lives and careers."With solid communication, people, and processes, Dior's teams can provide "the highest level of quality and best service possible."Advancing with AI TechnologyTo stay ahead of the curve, Dior Construction has been using artificial intelligence (AI). One example is its use of AI chatbots to provide instant answers to employees who need technical data. This saves his employees time and his company money."There are thousands of technical bulletins and guides and code books," says Dior. Instead of an employee needing to dig into online manufacturer libraries or search hard copies at the office, Dior uploads roofing resources into an AI database. "Now, the employee can ask detailed and technical questions to the AI like it's a real person, and the AI chatbot will search thousands of papers and quickly provide the correct answer."Dior also uses AI to screen job applicants. "It costs us—and the applicant—time and money if we hire someone who's not the right fit," he says. Based on Dior's parameters, an AI program efficiently filters through job applicants, does a preliminary interview with them, and scores their resumes before they can progress to in-person interviews. "It's amazing," says Dior. "We wouldn't be who we are without our team. That's why it's so important to get the right candidate on board."Giving Back to the CommunitySince the company started in 2010, it has been involved in several programs to help provide safe, affordable housing to those in need. Some of these efforts are in partnership with GAF and Habitat for Humanity, where GAF donates roofing materials and a System Plus Limited Warranty, and Dior donates time and labor for the Habitat for Humanity roofing project.Dior has also helped provide added rebates for US military troops. The GAF Roofs for Troops program offers a $250 rebate when eligible military troops install a qualifying roof system. Dior Construction then matches the GAF rebate, providing local military members with $500 savings total for their new roof.Getting InvolvedDior is a true leader in roofing, from community service to empowering the industry and innovating new strategies for business success. Are you a contractor feeling inspired to get involved, too? Contact your local territory manager to see how you can help support your community, and look for a GAF Roofing Academy class in your area to help inspire future generations of roofers.*Contractors enrolled in GAF certification programs are not employees or agents of GAF, and GAF does not control or otherwise supervise these independent businesses. Contractors may receive benefits, such as loyalty rewards points and discounts on marketing tools from GAF for participating in the program and offering GAF enhanced warranties, which require the use of a minimum amount of GAF products.

The last few years have been a rollercoaster for workers in the U.S. The country saw its greatest job loss since the Great Depression and almost a year later faced the challenge of not having enough workers to fill job openings. It's an experience experts say has changed the American workforce and workers.As a result, 45% of employers are shifting their hiring practices and focusing more on skills and competencies versus degrees. So what jobs can help build the right kind of skills that will open more doors? Try roofing.Whether the interest is in finding a side hustle, a fresh start, or learning about different career paths, roofing helps build skills that translate across industries and sectors— from building and construction to manufacturing, human resources, sales, and more.From Side Hustle to Business OwnerErasmo "Mitos" Fuentes started his career as a teacher and got into roofing as a way to bring in extra money—but after his first day on a roof, he knew he could grow it into a full-time job. He made his way up from roofer to business owner and now works for the largest roofing manufacturer in North America.It all started when Fuentes was purchasing roofing materials and met a representative from roofing and waterproofing manufacturer GAF, whose expertise helped open new doors. "He explained the differences between shingles without dismissing any other brands or promoting GAF; he was just there to help me," said Fuentes, who found a mentor in his fellow roofing professional as he built his business.Passionate about sharing his knowledge with others, Fuentes later became a trainer at GAF's Center for the Advancement of Roofing Excellence (CARE) where he teaches courses in Spanish to roofing contractors. He and other industry experts guide more than 364,000 professionals across North America, teaching them everything in roofing—from installation to sales techniques. The courses are provided in both English and Spanish and range from live, hands-on training in centers across the country, in locations such as Minneapolis, MN; Michigan City, IN; Dallas, TX; Parsippany, NJ, and more, to virtual seminars that cover the industry's best practices and trends.Today, Fuentes is referred to by his peers as The Maestro because of the way he's helped and impacted others through roofing. A teacher, roofer, business owner, and GAF CARE trainer, he represents the roofing community's passion for lifting others up.No Formal Education? No Problem, in Roofing It's All about the Training!Roofers are among the construction industry's unsung heroes—they help families and communities protect what matters most, starting with the roof over their head. There's a need for skilled roofers and demand for 19,000 new jobs is expected by 2028.Roofing is a profession with few barriers—no degree or schooling required and national programs like GAF Roofing Academy help people of all backgrounds get into the field. Roofing Academy started three years ago and today includes a free two-week training course that combines classroom and on-the-roof training, led by expert instructors that prepare students for an entry-level position. After completing the program, graduates have access to job opportunities from thousands of GAF-certified contractors nationwide.To date, GAF Roofing Academy has trained over 2,000 graduates and, in 2022, 57% of its students were placed in jobs across the country. Training goes beyond installation and includes skills for roles such as solar installer, sales, estimator, foreman, project manager, and more. More than 20 trainings are expected to take place across the country in 2023 from Baltimore, MD to New Orleans, LA to Kansas City, MO, and beyond.Apprenticeships and training programs like these are also critical to diversifying the workforce and increasing earnings. More than a third of 2022 GAF Roofing Academy students were at-risk, justice-involved, or transitioning military. More than 60% were Black or Hispanic and nearly 15% identify as female.Roofing Teaches You Skills in Construction—and BeyondThe roofing industry opens the door to multiple career paths—some don't even require you to get up on a roof every day. Kelvin Thomas, for example, has had a 44-year career in roofing operations and held 16 different positions that helped expose him to opportunities in manufacturing, maintenance, quality, supply chain, and human resources in multiple cities.His first "real paying" job was in his hometown of Tuscaloosa, AL, starting on the clean-up crew at a GAF manufacturing facility. Over the course of his 44 years with GAF, Kelvin explored careers at GAF and held roles that ranged from a Lab Tech, a Regional Manager of Warehouse Operation, to a Sr. Director of Distribution. Today, Kelvin holds the position of Vice President of Operations Culture and Employee Engagement. This leadership role has brought his career full circle, giving him the opportunity to shape the culture and develop the future for frontline manufacturing professionals—the exact place his career started. Being a leader for the next generation of frontline employees allows him to share the valuable lessons he's learned in his roofing career, while driving continuous improvement in roofing operations and beyond."Sometimes our qualifications don't check all the boxes, but if you keep trying and have faith in yourself, someone will be willing to take a chance on you," explains Thomas.Roofing is an often overlooked opportunity for anyone interested in starting a career with endless opportunities for professional and personal growth. It's also a chance to make a meaningful impact on communities, helping neighbors to protect their homes and build resilience that can have a lasting impact on their families and lives.More information about roofing programs and opportunities can be found at gaf.com/LearnToRoof.

Mark Rutherford is one of the founders and current co-owner of Atlanta Roofing Specialists, where he's responsible for production and commercial sales. The company provides new roofs and repair services for residential and commercial buildings in the Atlanta area, and has been a part of the community for 30 years.Rutherford started his journey in roofing at age 17 when he began working for his then-girlfriend's, now wife's, father's roofing company. He worked there after school and on weekends until he joined the Army. Rutherford was stationed at Fort Benning, Georgia, so he was able to continue doing roofing work on weekends and days off.In May of 1993 after completing his military service, he formed Atlanta Roofing Specialists with his uncle Kevin King. They started the company with the goal of providing top-quality work and service, using superior products. Rutherford recently discussed his experience as a roofing professional and business owner as the company celebrates its 30 year anniversary.Q: What Do You Wish You'd Known before You Started?I wish I'd known how much work it was starting your own business. I knew the roofing business was hard, difficult, backbreaking work at times, but running a business is a whole other level of difficulty. Especially meeting all the government and state regulations we have to meet.In the early days, we were working 12 to 14 hours a day, six days a week—and sometimes seven if times required. It's a lot more work than I realized it was going to be, but it's all worked out pretty well.I'm the kind of person that has to learn things hands-on, and by doing all of these things by myself, I learned by trial and error. What was the easier way? What lasted longer? I feel like if I hadn't done the hands-on part myself for so long, I wouldn't have come up with the process that we have now.Q: How Did You Become a GAF Master Elite® Contractor?We already liked GAF products and were familiar with them when GAF developed their certified contractor program*. We were one of the very first contractors in the Atlanta area to participate in the program when we became certified in 1997.Q: What is it Like Being a GAF-Certified Contractor?First, they provide a lot of resources that help us run our business properly. For example, they provide plenty of training that helped us learn about GAF products and installation techniques and procedures. In addition, as a GAF Master Elite® contractor, we're able to offer the strongest GAF warranty available — the Golden Pledge Limited Warranty, which provides 25-years of workmanship coverage on qualifying GAF roofing systems**.They've been an innovator with products and warranties. I think they offer better-looking products than some of their competitors. They're always testing and coming up with new technologies. I think that they're leaders and innovators in the industry.Q: How Has GAF Supported Your Business Growth?We have regular meetings with our sales rep where he asks us what we're doing and where we want to be and if there's anything they can do to help us get there. They distribute all types of product literature and samples, plus they have great marketing that helps us advertise their products.We have to take the GAF certification test every year and they offer refresher training, both online and in person. They also have a variety of training opportunities through GAF CARE, which is the Center for Advancement of Roofing Excellence. They have all types of instructional videos on everything from how to install a better roof to how to run a company better. So, there's lots of support.Q: What Classes or Education That GAF Offers Have Been the Most Beneficial?The CARE program is great. They even have YouTube videos that I can distribute throughout my sales force by just hitting the share button. A good example is with some of the shingles that we don't apply every day, some of the really high-end products that we might install only a few times a year. I always have my workers, the foreman, and the supervisor go over the videos for those products the day before and go through the installation instructions to make sure that they are following all the procedures. This is pretty important. If we're going to be offering their warranties, we want to make sure the products are installed correctly.Q: What Advice Do You Have for Those Interested in a Roofing Career?Buckle up and hang on because it can be a wild ride at times, but it's worth it. I would say get involved in the industry, learn everything you can to be the best you can be, and try to make the industry better for everybody.Also, stay humble. Don't concentrate on making money. I say concentrate on being the best at what you're doing, and the rewards will come.Grow Your Roofing CareerIf you're interested in starting a rewarding career in either commercial or residential roofing, there's room for you—with 19,000 new jobs expected by 2028! To start your roofing career journey, explore classes with the GAF Roofing Academy for training, along with a pathway to new opportunities. And if you're already in the roofing trade, check out what a GAF certification could mean for your business and its future growth.*Contractors enrolled in GAF certification programs are not employees or agents of GAF, and GAF does not control or otherwise supervise these independent businesses. Contractors may receive benefits, such as loyalty rewards points and discounts on marketing tools from GAF for participating in the program and offering GAF enhanced warranties, which require the use of a minimum amount of GAF products.** See GAF Golden Pledge Limited Warranty for complete coverage and restrictions.