The 2025 GAF Latinos in Roofing Summit and Exposition for the Southeast Region, held in mid-September, brought together more than 775 roofing professionals in Atlanta for training, business workshops, networking, and more. Latino roofing business owners, salespersons, and installers participated in hands-on training on TPO systems, roof coatings, metal roofing, and more. They also learned about the advantages of the GAF Certified Contractor program and received tips on transitioning from door-to-door sales to digital marketing.
This year's event provided more education on commercial roofing systems, doubling the number of sessions from past events. All classes are offered in both Spanish and English.
Training to Drive Growth
The sessions at this year's Latinos in Roofing Summit and Exposition covered a broad array of topics designed to help Latino roofing businesses and their employees grow their skills, businesses, and the industry.
Session topics included:
Transitioning from residential to commercial roofing: A presentation from a contractor who made the transition successfully, providing insights, lessons learned, and a comprehensive roadmap for others to follow.
Advantages of liquid-applied roof membranes and coatings: A presentation on why recovering a roof can be a better option than tear-off and replacement. It also presented the fundamentals of liquid-applied systems, including applications and advantages.
Fundamentals of TimberSteel™, the new metal roofing system from GAF: This session provided a live demonstration and covered installation techniques and tips to ensure correct and efficient installation on future projects.
TPO maintenance and repair: This presentation covered the intricacies of TPO installation and roofing accessories.
In-home selling: A discussion about how financing and insurance options can boost average sales and improve customer satisfaction.
Drivers of business growth: A session that provided practical strategies to expand operations sustainably, including the three fundamental pillars of resiliency: customers, culture, and cash flow.
Working with insurance companies: This session shared techniques for navigating the complexities of working with insurance companies, providing strategies to compete effectively in the job market.
Benefits of becoming a GAF Certified Contractor: A certified contractor shared insight into how GAF tools, resources, warranties, and training can help support and grow your business.
Benefits of the GAF Coatings Contractor Program: A discussion about how GAF-certified coatings contractors can use GAF tools, resources, warranties, and training to achieve success.
The Latinos in Roofing Summit and Exposition also featured the third annual GAF Latinos in Roofing Awards, with residential and commercial roofing categories for Installation of the Year, Rookie of the Year, Excellence Award, and Community Award. The awards recognize companies that demonstrate an unwavering commitment to superior workmanship and installation standards as well as their communities.
Participants also attended the Atlanta United soccer game after the Latinos in Roofing Summit and Exposition for a bit of fun and fandom.
A Movement Within the Roofing Industry
"This is a truly special event that brings people together to share, learn, and feel empowered to take their business and skills to the next level," says Alan Lopez, director of CARE external learning and development, GAF Latinos in Roofing. "At GAF, we are committed to supporting our contractors and roofing professionals. Coming together at an event like this is how we all grow, personally and professionally."
Now in its fourth year, the Latinos in Roofing Summit and Exposition began when Lopez noticed Hispanic contractors attending GAF events conducted in English. As English is a second language for many of these contractors, learning and retaining the information was more difficult. He reached out to GAF leadership, who gave their support, and hosted the first expo in 2019.
"The expo is really just one small part of what we do," Lopez says. "The fact that we've been able to take what once was an initiative and grow it into what it is now—a movement within not only GAF but also the roofing industry—is incredible, especially given the amount of time we've done it."
"This is not about just translating some documents. We've done that for years. This is reaching out and understanding a roofing community that is constantly changing. This is how we've adapted to that change and embraced it," continues Lopez.
Lopez went on to say, "We've given a voice to those who didn't have one. And at the same time, we've been able to help not only the industry but the roofing community. We're engaging with contractors in a way we've never done before. Expanded our expos to a specific community and adapted our training to them. We've engaged with them effectively, respectfully, and profitably."
Other benefits available to GAF Latinos in Roofing include access to free GAF Learning Portal classes in Spanish, a free loyalty program that offers rewards when purchasing qualifying products, and GAF contractor certification.
GAF plans include expanding our local ambassador program and providing targeted training and connections to further support Latino contractors. Lopez says, "We have five bilingual trainers plus others who do our business acumen training for Latino contractors. We're more focused on the local reach than the wide net we've cast with these expos."
Stay Up to Date and Get Involved
Contractors who want to stay up to date on future Latinos in Roofing events or get involved in GAF Latinos In Roofing can visit our Latinos In Roofing page or sign up to receive notifications about new events.
