The GAF Latinos In Roofing movement has officially covered the country from coast to coast. After packing venues in Texas, Chicago, Atlanta, and Los Angeles, the Summit & Expo landed in the Northeast for the very first time.
Bringing together hundreds of Latino roofing contractors, installers, and business owners, the Baltimore Summit wasn't just another trade show — it marked a pivotal shift in how Latino contractors are evolving their businesses. To serve a market as dense and competitive as the Northeast, the GAF CARE team purposely designed a forward-looking curriculum focused heavily on two themes: leveraging existing technology and unlocking commercial profitability.
Demystifying AI: Leveraging What You Already Own
While the topic of AI can sound overwhelming or cost-prohibitive to busy contractors, the residential track set out to prove that adopting it doesn't require expensive tools or complex software investments. "A lot of contractors think they have to invest heavily in AI in order to grow, but that’s not necessarily true. They simply have to leverage the AI that already exists to their benefit," advises Alan Lopez, GAF Director of Learning and Development for Latinos In Roofing.
During the technology breakout led by Francisco Serrano, the session focused on how modern consumers use AI to make buying decisions. Homeowners no longer search just for "roofers near me." Instead, they ask AI-driven tools specific questions like: "Give me the top-rated roofing contractors near me with 5-star Google reviews certified by a manufacturer within my budget."
Serrano conducted live website audits with volunteer contractors in the room, demonstrating how AI crawlers scan for authority and credibility.
Practical AI & Digital Takeaways for Contractors:
Building Voice of Authority: AI tools crawl websites for clear manufacturer certifications (such as GAF Master Elite® status), local service areas, and customer testimonials.
Catchphrase & Content Optimization: By refining the language on their existing websites, contractors can teach AI algorithms how to pull their businesses into search recommendations.
Reputational Presence: Modern AI tools pull from cross-platform citations, including Google Reviews, Better Business Bureau ratings, and social channels to build a comprehensive profile of a contractor’s reputation.
Standing Room Only: Commercial Sessions Outdraw Residential
Historically, residential installation and sales sessions attract the largest crowds at contractor expos. But the Northeast Summit set a new precedent: for the first time in Latino In Roofing history, commercial breakouts drew higher attendance than residential classes.
"We’re not only teaching product knowledge, we’re also now teaching contractors how to evolve their business and diversify into completely different avenues. They know residential, but they're looking for what's next—asking, 'What can I do next in my business?'" says Lopez.
Going further than TPO 101 and code classes, commercial sessions covered the day-to-day work of running a commercial roofing business, including repair and maintenance programs. With residential roofing facing economic shifts in recent years, contractors are actively seeking ways to diversify their offerings into ventures like coatings, and specialized maintenance:
Targeting Private Work: Speaker Victor Maya presented a simplified framework for contractors making the jump from residential to commercial. It laid out the pillars of the business and the behavior changes needed to make the move work.
Maintenance = Profit: Presenters highlighted commercial roof repair and maintenance programs as a low-overhead strategy for building recurring, predictable revenue streams.
Navigating Codes & Commercial Claims: The commercial track also got regional, as instructors guided contractors through the complexities of commercial insurance claims and local wind uplift requirements—specifically ASCE 7-10 and ASCE 7-16 codes—ensuring they select the right TPO systems for storm-prone regional conditions.
Contractors from other trades, including landscapers and painters, showed up too. Painters are exploring roofing as residential painting demand drops. And landscapers in northern states see it as a source of winter income and a natural extension of the roof damage they already notice while maintaining properties.
Back to Organic Lead Generation
While digital marketing has recently dominated the tech tracks, lead generation trainers challenged contractors not to abandon traditional, low-cost networking.
In an industry where salespeople often rely on storm events or company-provided lead lists, the session emphasized self-reliance and organic lead creation:
Community Networking: Engaging with local business clubs, chamber of commerce events, and mom-and-pop business networks.
Grassroots Outreach: Sourcing leads organically through church events, local charities, and local home/trade shows.
Salesperson Empowerment: Teaching sales representatives how to build their own referral pipelines rather than waiting for leads to be handed to them—then using digital proof (like Google reviews) to close the deal.
Looking Ahead: The Movement Continues
The Northeast Expo proved that Hispanic contractors are ready to scale, embrace tech, and expand into commercial markets. GAF CARE is already preparing its upcoming schedule to keep the momentum going across the country, with upcoming summits in Columbus, Ohio this May and Houston, Texas in September.
Whether through Spanish-language business training, advanced commercial technical codes, or digital marketing strategies, GAF Latinos In Roofing continues to pave the way for contractors to build stronger, more profitable businesses.
Join the Movement
Contractors who would like to join future Latinos In Roofing events can visit GAF’s Latinos In Roofing page or sign up to receive notifications about new events and opportunities.
