The momentum for Latino roofing contractors in the North American roofing market is real and not going anywhere, as evidenced by another strong turnout at the International Roofing Expo in Las Vegas.

Throughout the show floor, Latino contractors, sales reps and other industry professionals were among those scoping out the latest products and services.

Latino professionals account for 21.3% of the U.S. roofing workforce and have driven more than 70% of new labor force growth in the sector since 2020. For manufacturers facing persistent labor shortages and a shifting contractor landscape, those figures underscore why Latino contractor engagement has become a business imperative rather than a supplemental initiative.

To meet demand and maximize the opportunity, manufacturers, suppliers, and industry organizations are investing in shows like the IRE by offering bilingual staff at exhibit booths, and courses and certifications in Spanish that cover critical topics like business development, insurance claims, digital marketing, and more.

On the show floor, a lot of the energy from Latino contractors centered around the SRS Distribution Para Latinos Lounge, which was packed shortly after the show-floor doors opened. Inside, roofing contractors benefited from a mix of social and educational experiences throughout the day that ranged from business basics to in-home sales training in both English and Spanish.