Spanish-Language Education Shines on IRE Day 3

Leadership, sales, tech and community take center stage

education session attendees — Shadi Absi

Day 3 of the International Roofing Expo (IRE) puts Spanish-speaking roofing pros front and center with a slate of can’t-miss sessions designed to help contractors sharpen leadership skills, modernize sales, and grow stronger businesses through technology and community.

IRE isn’t just an exhibition—it’s where Hispanic professionals in the industry find the tools, connections, and knowledge to take their businesses to the next level. From practical business strategies to emerging tech, Day 3 delivers actionable takeaways for contractors ready to expand their networks, improve their skills, and scale.

Day 3 Spanish-Language Highlights (Thursday, January 22)

Lead Without Carrying the Load: How to Build a Business with Teams and Processes

8:30 AM – 9:30 AM | W318

Start the day with Amparo Sancen, owner of Latinos en Roofing and Sancen Contracting, as she shares how to build a company that runs on strong teams and clear processes—so growth doesn’t depend on one person doing everything.

From D2D to Digital: Transform the Way You Sell Roofing

9:45 AM – 10:45 AM | W318

Pancho Serrano, founder and CEO of Roofers Going Digital, breaks down the shift from door-to-door to digital—offering strategies to improve lead flow, follow-up, and conversions in a changing market.

C.F. Monterrey Rayados – Soccer Activation

11:00 AM – 11:45 AM | Booth #3107 (SRS Para Latino Lounge)

Take a mid-morning break and stop by the SRS Para Latino Lounge for a soccer-themed activation with C.F. Monterrey Rayados.

“Building Together” — Tools, technology and teamwork to elevate your roofing business

12:00 PM – 12:45 PM | Booth #3107

Back at the SRS Para Latino Lounge, this session focuses on the practical mix of tools, tech, and teamwork that helps crews work smarter and companies deliver consistently.

Artificial Intelligence (AI) strategies to grow your roofing business

12:30 PM – 1:15 PM | Booth #5245

AI is no longer optional. This session explores how roofing businesses can use AI-driven approaches to streamline operations, improve customer experience, and accelerate growth.

United by the American Dream Panel

1:00 PM – 2:30 PM | Booth #3107

Close out the afternoon with a conversation on ambition, resilience, and building opportunity in roofing. Speakers include Priscilla Holguin, Moises Morales, Mike Monterroso.

Whether you’re looking to strengthen operations, modernize sales, or plug into the Spanish-speaking community at IRE, Day 3 offers a full schedule of education and connection—built to help contractors return home ready to lead, compete, and grow.