Addressing Roof Stain: How to Sell Algae-Fighting Technology to Homeowners

Durante los últimos años, GAF ha organizado la Expo Latinos in Roofing para reconocer, celebrar y empoderar a los contratistas e instaladores de techos latinos. Este foro proporciona un entorno cómodo y acogedor en el que es posible establecer contactos, recibir formación y adquirir conocimientos, todo en español.En su tercer año, la cumbre se ha convertido en un recurso confiable para la comunidad de contratistas de habla hispana que aspiran a obtener conocimientos sobre cómo mejorar y crecer sus negocios de construcción y mantenimiento de techos. Las sesiones educativas abarcan temas esenciales para el éxito empresarial, como ventas, restauraciones a cargo de aseguradoras, construcción y mantenimiento de techos comerciales, liderazgo, mercadotecnia y productos para techos.La primera Expo Latinos in Roofing de 2024 se celebró los días 21 y 22 de junio en Los Ángeles y contó con la asistencia de cientos de profesionales del sector. Este evento, en el que se hizo hincapié especial en el fomento de la comunidad, incluyó una serie de propuestas, como una sesión de mercadotecnia antes de la recepción y la oportunidad de asistir a un partido de los Dodgers de Los Ángeles en compañía de los nuevos contactos allí establecidos.Este es un resumen de lo que el evento ofreció a los asistentes y de las experiencias que éstos compartieron.Traspasar las barreras lingüísticasAlan López, capacitador de GAF CARE, explica que los eventos Latinos in Roofing se desarrollaron cuando notó que una mayor cantidad de contratistas de origen hispano asistían a los eventos de GAF organizados en inglés. Para muchos de ellos, el inglés era su segunda lengua, por lo que era más difícil aprender y asimilar toda la información, ya que parte de ella se perdía en la traducción. López recurrió a los directivos de GAF, quienes se entusiasmaron con la idea de ofrecer recursos para los contratistas latinos, y organizaron la primera exposición en 2019.Abad Sarate, director general de Asa Pro Roofing en Seattle (Estado de Washington), considera que el hecho de que la conferencia se desarrollara íntegramente en español fue fundamental para aprender y comprender la información presentada. "Para nosotros es muy importante entender el contenido en nuestro idioma principal. Es esencial", afirma. "Y contar con este tipo de conferencias para muchos contratistas latinos nos llena de orgullo", agrega. Y añade: "Cada vez son más los latinos propietarios de empresas de construcción de techos y, la verdad, me alegro mucho. Además, como latino, me siento muy orgulloso".Luis Velásquez, de Entrenando Latinos in Roofing, concuerda en que el hecho de que la cumbre se presentara en español fue importante para el éxito logrado entre los asistentes. "Nosotros, los latinos de primera generación, que no fuimos a la escuela y que venimos de países pobres, tenemos un obstáculo: no entendemos el inglés al 100 %, no somos totalmente bilingües", señala. "Por eso, cuando logramos entender lo que vemos y cómo podemos ponerlo en práctica, la ganancia es completa", indica y concluye: "Cuando pongamos conocimiento en nuestra cabeza, la cabeza pondrá dinero en nuestros bolsillos".Crear una tradición anual para los profesionales del techadoLa adquisición de conocimientos para el éxito empresarial fue uno de los temas clave de la edición de este año. Las sesiones informativas, las conferencias magistrales y las demostraciones sirvieron para que los asistentes conocieran nuevos productos y obtuvieran nuevos conocimientos, al tiempo que se relacionaban con otros latinos del sector de la construcción y el mantenimiento de techos. Muchos asistentes reiteraban su visita, lo que confirma el valor de este evento.Abad Sarate, quien ya ha asistido dos veces, explica que la reunión anual ha sido fundamental para el desarrollo de su empresa: "Ha sido una parte excepcional de nuestro crecimiento gracias a todo el conocimiento que adquirimos aquí", comparte. "Regresamos a casa con mucho más conocimiento. Y, a fin de cuentas, el conocimiento es poder. Incorporar ese conocimiento a la empresa nos ha beneficiado mucho", señala.Para Marcos Sierra, de Sierra Group Roofing & Solar, es ya la tercera vez que acude a la exposición por las oportunidades de establecer contactos y de formación que ofrece. "La razón por la que vuelvo es, primero, para ver a mis colegas de otras partes de Estados Unidos. En segundo lugar, porque cada vez que vengo aprendo algo nuevo. Y, en tercer lugar, para perfeccionarme, perfeccionarme y perfeccionarme para poder hacer crecer nuestro negocio", afirma.Apoyo a los contratistas más allá de la ExpoGAF puso en marcha la iniciativa Latinos in Roofing con el objetivo de crear recursos y una comunidad para contratistas e instaladores hispanohablantes. Desde su creación en 2017, la empresa ha visto prosperar a cada vez más miembros de la comunidad hispana.Los contratistas que asisten a las exposiciones Latinos in Roofing tienen acceso a las herramientas comerciales de GAF, con las que pueden aumentar sus márgenes de beneficio y reducir riesgos. También pueden trabajar para obtener la certificación de GAF y unirse al programa de contratistas certificados de élite. De este modo, cuando trabajen con clientes potenciales, pueden ofrecer la garantía de GAF, que aportará un valor añadido a sus propuestas.Los contratistas alcanzan el éxito gracias al apoyo que reciben, ya sea aumentando sus beneficios, desarrollando sus carteras de clientes o logrando la independencia financiera. Sarate puede dar fe de cómo la asistencia a estas exposiciones ha ayudado a su negocio. Se siente agradecido por todo el apoyo que GAF le ofrece.Unirse a la comunidadSi está listo para formar parte de una comunidad que realmente entiende sus necesidades, le ayudará a hacer crecer su negocio y le proporcionará recursos en su idioma preferido, visite GAF Latinos in Roofing. Podrá informarse sobre los recursos disponibles y las clases en línea, unirse al programa de fidelidad de GAF, obtener la certificación de GAF e inscribirse para asistir a futuros eventos.

As part of its effort to build resilient communities, GAF provides students across the country with opportunities to gain work experience and hands-on training. The GAF co-op program offers participants autonomy and leadership in project management, engineering design, budgeting, project installation, and more.Over the years, the GAF co-op recruiting program has helped students advance academically, grow professionally, and earn competitively while working full time with North America's largest roofing and waterproofing manufacturer.How the GAF Co-Op Program WorksThe program gives students high-impact, hands-on experience in the manufacturing sector. They perform meaningful work alongside supportive GAF mentors and senior leadership while earning a competitive wage. Participants can also receive credits from their university, which they can apply to their coursework.Differences between a Co-op and an InternshipInternships and co-ops have a few notable differences. At GAF, the main difference is the length of time. Internships at GAF usually last 10 weeks, but the co-op program is six months. While internship programs often allow students to stay enrolled in school and complete coursework as they gain professional training, co-op participants must take a semester off to gain full-time work experience.Not all companies pay internship participants for their work. However, at GAF, both interns and co-op students are paid competitive hourly wages. GAF also offers financial relocation assistance for qualifying co-op program candidates.Finally, participants in the GAF programs are there to learn real skills that will help them advance their future careers. GAF interns and co-op students are given the same responsibilities, and chances to collaborate on major projects, as full-time employees.Recent GAF Co-Op Success StoriesMin U, a mechanical engineering student at the University of Maryland, says he "fell in love with manufacturing" thanks to his placement on an engineering project. The experience gave him a firsthand account of the role engineering plays in manufacturing safety, profit, and operations. This ultimately led him to shift his career goals from construction management to manufacturing engineering.When Dante Stellar, an industrial engineering student at Virginia Tech, met GAF representatives at a career fair, he says he didn't expect to become a self-proclaimed "nerd for shingles" and develop a passion for manufacturing. However, that's exactly what happened. And that newfound passion paid off when Dante won Student of the Year from Virginia Tech's Cooperative Education and Internship Program. Dante notes he's now eager to return to GAF and aspires to become a manufacturing leader in the world of shingles.Michael Hesseltine, an electrical engineering student at Texas A&M University, chanced upon a GAF co-op recruiting listing online. After a series of interviews, he landed a project engineering co-op in Ennis, Texas. Working with the Ennis team on major projects solidified his manufacturing engineer career goals.Co-Op Students Complete Meaningful WorkStudents in the GAF co-op program are involved in meaningful projects and get to see their work's impact on day-to-day operations.During his time in Ennis, Michael designed a baler that compacts fiberglass scrap, reducing site disposal trips and costs. He also oversaw renovations of the site's maintenance mechanical break room from start to finish. He notes that his favorite contribution was helping design the electrical system for a dewatering press.In Baltimore, Min's core project was ensuring site compliance with state regulations for discharging stormwater runoff. Min managed all the project contractors and budget with his manager's and mentor's support. Throughout his time there, Min was exposed to Lean methodologies, 5S, risk mitigation, insurance compliance, cost control, and procedure standardization. He gained an overall understanding of manufacturing equipment and business.At the Tampa plant, Dante worked on a rock pad storage expansion project and installed a starwheel machine guarding the manufacturing line, among other important projects. According to Dante, the defining moment of his co-op experience was his granule silo refurbishment project, which involved replacing eight silos, including floor plates and support beams.Dante explains the trust and opportunities his mentors provided were key to his success. "At GAF, I was given the chance to interact with contractors, and immerse myself in the plant, which accelerated my learning," he says.Co-Op Students Build Professional RelationshipsThrough "lunch and learn" sessions, leadership speaker series, meetings with senior leadership, and mentorship, co-op students build long-term professional relationships.Dante was given the chance to showcase the coordination and safety efforts involved in his granule silo project to the GAF executive leadership team in Parsippany, New Jersey.For Min, getting the right feedback to grow meant having the right relationships. He notes the mentorship from his manager Alex Smith and engineering manager Mike Kloda was key to his progression. As advice to future co-op participants, he explains that "everyone is here to help... but it's up to you to drive that forward."Meanwhile, the autonomy and leadership opportunities program leaders gave Michael allowed him to grow technically and professionally. "I was often the go-to person for projects, managing contractors and ensuring everything was on track," he says.Joining an Industry Filled with OpportunityThe GAF co-op program helped Min, Michael, and Dante start and solidify their careers in manufacturing engineering. Following their experience, each student was excited and motivated by the autonomy, responsibility, and growth opportunities they were given. In fact, Min has since accepted a full-time role as a project engineer at the GAF plant in Baltimore. His expected start date is July 7, 2025.GAF is committed to fostering diversity, equity, and inclusion throughout the organization. It believes a talented and diverse organization can drive innovation, growth, and transformation more effectively. To further bolster inclusivity, GAF offers academic and merit scholarships, partners with the Thurgood Marshall College Fund to recruit from the nation's most diverse talent at Historically Black Colleges and Universities and Predominantly Black Institutions, and reaches out to candidates at career fairs nationwide.Bright and motivated minds who want to explore manufacturing have plenty of opportunities. From shingles to solar to environmental impact, GAF offers many exciting career paths.Are you ready to do work that matters and be empowered to explore a leadership role? Discover the co-ops, internships, and job opportunities available at GAF.

For the past several years, GAF has hosted the Latinos In Roofing Summit & Expo to acknowledge, celebrate, and empower Latino roofing contractors and installers. The event provides networking opportunities, education, and training—presented entirely in Spanish—in a comfortable, welcoming atmosphere.Now in its third year, the summit has become a trusted resource for the Spanish-speaking contractor community to gain insights into how to better run and grow their roofing businesses. Educational sessions cover topics essential for business success, such as sales, insurance restoration work, commercial roofing, leadership, marketing, and roofing products.The first Latinos In Roofing Expo of 2024 was held on June 22nd in Los Angeles, and hundreds of industry professionals attended. With an emphasis on fostering community, the event featured a range of activities, including a pre-reception networking session and the chance to attend an LA Dodgers game with their new connections.Here's a look at what the event offered attendees and the experiences they shared.Breaking through Language BarriersAlan Lopez, GAF CARE trainer, explains that Latinos In Roofing events were developed when he noticed more Hispanic contractors attending GAF events conducted in English. For many of them, English was a second language, so it was harder to learn and take in all the information, some of which was lost in translation. Lopez reached out to his leadership at GAF, and they were eager to offer resources for Latino contractors, hosting the first expo in 2019.Abad Sarate, CEO of Asa Pro Roofing in Seattle, Washington, credits the conference being conducted entirely in Spanish as critical to successfully learning and understanding the information presented. "For us, it is very important to understand it in our main language, it is essential," he says. "And to have this type of conference for many Latino contractors fills us with pride." He continues, "I see more and more Latinos owning roofing companies, and the truth is that I am very happy—it makes me very proud as a Latino too."Luis Velasquez from Entrenando Latinos In Roofing agrees that the summit presented in Spanish was important to attendees' success. "We Latinos, who are first generation, who did not go through school, who come from poor countries, have a conflict and that is that we do not understand 100% English, we are not fully bilingual," he said. "So, when we manage to understand what is going on and how we can put it into practice, it is a complete gain. When we put knowledge in our head, the head will put money in our pockets."Creating an Annual Tradition for Roofing ProfessionalsGaining knowledge for business success was a key theme at this year's event. The informational sessions, keynote lectures, and demonstrations enabled attendees to learn about new products and gain new skills while connecting with other Latinos in the roofing industry. Many attendees were repeat visitors, demonstrating the value the event provides.Sarate is a two-time attendee and explains that the annual gathering has been instrumental in his company's development. "It has been an exceptional part of our growth because of all the knowledge that we take away from here," he shares. "We come back with much more knowledge. And in the end, knowledge is power... We put that knowledge back into the company, and it has benefited us a lot."Marcos Sierra from Sierra Group Roofing & Solar returned to the expo for a third time because of the networking opportunities and education. "The reason I come back is, one, to see my colleagues from other parts of the United States. Two, every time I come, I learn something new. And three, to refine, refine, refine. [So we can] grow our business," he said.Supporting Contractors beyond the Roofing Summit & ExpoThe Latinos In Roofing initiative started at GAF to create resources and a community for Spanish-speaking contractors and installers. Since establishing the initiative in 2017, the company has seen more and more members of the Hispanic community thrive.Contractors who attend the Latinos In Roofing Summit & Expo are granted access to GAF business tools, which they can use to raise their profit margins and reduce risks. They can also work toward becoming certified with GAF and joining the elite certified contractor program. They can then offer GAF warranties that help with their value propositions when working with potential clients.From increasing profits to growing their client lists and achieving financial independence, the contractors are finding success through the support they receive. Sarate can attest to how attending these Expos has helped his business. He notes that he's grateful for all of the support GAF offers.Joining the CommunityIf you're ready to become part of a community that truly understands your needs, will help you grow your business, and provide resources in your preferred language, explore GAF Latinos In Roofing. You can learn about available resources and online classes, join the GAF rewards program, become certified with GAF, and sign up to attend future events.