Supporting Latino Roofing Professionals at the 2nd Annual Latinos in Roofing Expo

Using video in your business strategy can be a powerful way to engage and build rapport with your customers. The best part? All you need is your cell phone.GAF Real Talk LIVE host Alan Lopez sat down with GAF video specialist Pablo Nivar to discuss low-stress, low-budget, start-today actions that contractors can use to introduce video content into their business strategy. Here are some of the lessons and easy-to-follow guidance highlighted during the pair's conversation.Why You Need VideoIn today's modern world, engaging customers on multiple levels is key. Video allows you to connect face-to-face in a sense and create engaging content that's not overly promotional, which can encourage users to buy. According to a 2021 study, 80% of consumers consider trust a deciding factor in their buying decisions.Don't Stress—Start SimpleFear about entering the professional video space is the biggest hurdle Nivar says he encounters among contractors as a GAF CARE video specialist. Fortunately, you don't need a big budget or professional equipment to successfully begin your video strategy.At the start, your videos are about building relationships. Use that to your advantage by working with what you have, and focus on engaging topics instead of fancy videography.Think Authentic Videos, Not MarketingHave the instinct to sell, sell, sell? Nivar explains why you should think again and create the kind of social media video content you like. Prioritize genuine content that tells a story and builds connection.If this sounds hard, Nivar and Lopez break down 10 types of videos for you to create. For each video type, Nivar gives examples and wording you can use. You don't have to reinvent the wheel; making videos can be easy and even enjoyable.10 Types of Videos to Create for Your Social Platforms1. Before and After VideosBefore and after videos can be a powerful way to showcase your work and benefit your brand without being overtly "salesy."2. Client TestimonialsClient testimonials can build a foundation of trust for future customers, helping them see the quality work you've completed and how you've collaboarated with past customers.3. Educational ContentYou can offer educational content without giving away your expertise for free. Think about what's relevant to your regional audience and focus on teaching, not selling.4. Your Company StoryCreating a company story video shouldn't be your first action, but it can be an impactful way to imbue humanity into your brand down the line. This presents a great opportunity to share your mission and vision, as well as introduce the people that help run the business.5. FAQAnswering questions you often receive is a great way to directly engage your customer base with content that's relevant to them.6. Time LapseTime-lapse videos can fulfill the need for "how it's done" content and show the value of your work. An entire project can be distilled down to minutes.7. Tips and TricksSharing tips with homeowners builds trust with your audience and gives them something valuable to take away from the video.8. Repair How-TosEmpowering homeowners to do their own minor repairs doesn't put you out of a job. In fact, it can show them you're committed to helping them solve their problems. Keep in mind that you should never inspire customers to climb onto their own roof, and instead encourage them leave that work to professionals.9. Customer AppreciationEveryone likes to feel appreciated. Making videos that show customers you value them for choosing your business—and how it makes a difference—can potentially lead to future work with both existing customers and new clients.10. OffersLeaving sales videos for last on your creation list can actually net you more business. You want to promote your business, of course, but it's best to make authentic connections first.Tips for Great VideosKnowing what to record is one thing, but understanding how to take video to benefit your brand is another. During their conversation, Nivar and Lopez not only cover how to use video in your business strategy but also need-to-know logistics. Important topics of discussion include video length, creating calls to action without being pushy, what not to say so you don't alienate customers and other businesses, and how to engage viewers with dialogue that hooks from the start. Additionally, the pair shares tips around enhancing the customer experience during installation using quick video recordings, which just might help earn extra praise in your video testimonials.Introducing Video to Your Business StrategyIf you've never jumped into the world of video content creation, Nivar and Lopez offer simple solutions that give you the tools to launch immediately. Watch their GAF Real Talk LIVE episode for in-depth information and exact steps you can take to start creating your videos. You can even contact the pros for more guidance. Be sure to also follow GAF on Facebook for more Real Talk LIVE episodes and other quality roofing content.Remember, you don't have to go it alone. You can keep expanding your business power with the free trainings, education, and support available to GAF contractors through the CARE Contractor Training Center.

As a roofing contractor, keeping yourself and your employees safe is crucial, which involves using the right equipment. Ladder hooks, sometimes referred to as roof hooks, are used to secure a ladder over the top of a roof's ridgeline. They're an essential piece of safety equipment for steep-slope roofing work.How Do Ladder Hooks Work?These hooks resemble a shepherd's crook that hooks over the roof's ridgeline and stays put with an attached T-bar to secure it to the other side of the ridge. The bottom of the crook has a smaller hook that holds the ladder and prevents it from slipping or sliding down the roof. Ladder hooks are typically made from heavy-duty steel and can support several hundred pounds. They essentially turn the ladder into a more stable set of stairs, creating a safer and more efficient work environment for roofing professionals, especially during steep-slope work.Most hooks also feature a rubber wheel that can help you get the ladder safely up onto the roof. Once you secure the hook on the rungs of the ladder, roll the ladder up the slope (on its back). When it passes the roof ridgeline, flip the ladder over to secure the hooks over the top of the ridgeline.Why Should You Use a Ladder Hook?According to the American Ladder Institute, 500,000 people are treated for injuries from using ladders every year, with 300 of those injuries leading to fatalities. With newer home styles featuring more dramatic rooflines with steep pitches, you may find yourself facing 10:12, 12:12, and higher pitches more regularly. Ladder hooks can help make working on these roofs safer.They can provide stability and security on lower-pitched roofs, too. You may also want to use them for performing repairs around skylights or chimneys, especially if the roof surface is icy or slippery. And they can provide secure footing in cases of suspected damage, such as a weak or rotting deck.These safety devices are designed to prevent the ladder from damaging shingles, so there's no downside to using them.Can a Ladder Hook Replace Other Safety Measures?Using a ladder hook can make you feel more secure and stable on a steep pitch. But you shouldn't forego other safety measures, such as using a personal fall arrest system consisting of lifelines, lanyards, and deceleration devices attached to an anchor point and connected to the body harness. Remember, the anchorage should be able to support 5,000 pounds per employee. Ladder hooks are designed to secure the ladder to the rooftop—not to secure a person or prevent them from falling.How Do You Choose the Right Ladder Hook?To find the right ladder hook, contact your ladder's manufacturer to see if it has a hook designed to work with its ladders. If it doesn't offer any, review the ladder hook manufacturer's guidelines to see what types of ladders are best suited for its hook. If your ladders are due for replacement, you can also look for manufacturers that offer kits with both the ladder and the hook.For more learning opportunities and resources to help you succeed in your roofing business, visit the GAF Center for the Advancement of Roofing Excellence (CARE).

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.