Business Training Takes Center Stage

PHOTOS

Pantera Pros Summit 2026

Claudio Vilas and Mercedes Larralde of The Roofing Biz Broker presented “From Contractor to CEO: Building an Investment-Grade Roofing Company”. In a second session, Lee Olivares, founder of Latino Claims Academy, led “Mastering Roof Inspections.” 

One of the day’s most practical lessons came from Vilas and Larralde’s discussion of what a seemingly modest 5% discount can mean for a business. They showed how reducing a price can change the economics of a job and create additional pressure on sales strategy, resources and operations.

The first day closed with La Gala Rosa, an evening reception that gave attendees more time to exchange ideas, strengthen relationships and take photos with the Pink Panther mascot.

Beyond Labor: The Evolving Role of Latino Roofing Contractors

Octavio Vazquez, Latino program lead for Owens Corning, opened by recognizing some of the people and companies that have helped the community advance. Among them were Kate Apunte, senior marketing specialist at Owens Corning; and contractors Moises Morales and Abad Zarate. 

“The Latino community and what it represents for this country cannot be overlooked,” Vazquez said. “What we contribute is impressive.”

Vazquez also reflected on how the industry’s relationship with Latino contractors has changed. A decade ago, he said, Owens Corning’s Spanish-language efforts were focused primarily on installation.

He emphasized that installation remains valuable and is where many successful contractors began. The difference is that more Latino subcontractors have since built companies of their own and are now making decisions about sales, marketing, technology, hiring and long-term growth.

Vazquez recalled milestones that helped make an event like Pantera Pros possible, noting that the industry’s progress came not only through competition, but also through companies such as QXO, SRS and ABC Supply, and individuals lifting one another.

Nico Del Monaco, president of Owens Corning Roofing, continued that theme during a state-of-the-industry presentation delivered primarily in English. He welcomed the audience in Spanish and promised to deliver a larger portion of his presentation in español next year.

Del Monaco also connected with attendees through his own immigrant experience. He recalled leaving Belgium at age 25 to pursue the American Dream and said many of the contractors’ stories resonated with his own.

A Changing Roofing Market

Some fundamentals remain unchanged. Asphalt remains the dominant roofing material, Del Monaco said. Other aspects of the market, however, are shifting: homeowners increasingly expect faster, more digital buying experiences, while artificial intelligence is helping businesses increase productivity, control costs and make better decisions.

According to Del Monaco’s presentation, roof replacement has become the No. 1 driver of home insurance losses. At the same time, some coverage is shifting from full replacement cost to actual cash value, while wind and hail deductibles are increasing and hail claims are receiving greater scrutiny.

He said insurers are looking for proven resilience as well as faster and cleaner claims execution, changes that could affect how contractors document damage, communicate with homeowners and build relationships with insurance providers.

Technology, Marketing and Leadership

Sports journalist Omar Zerón traced the path that eventually led him to commentate a FIFA World Cup final on U.S. television. He connected the resilience required to build his career with the challenges contractors encounter while leading a business.

Diego Cabezas, a senior product associate at JPMorganChase, led a discussion on artificial intelligence. His presentation prompted practical questions from contractors about which AI programs to use for specific tasks and how to begin incorporating the technology into daily operations.

Multicultural marketing expert Hernan Tagliani challenged contractors to stop waiting for a predetermined formula before putting themselves into the market.

“Stop waiting until you feel ready,” Tagliani slideshow read. “Place your story, your perspective, your experience and your understanding of how the world works at the center of your strategy.”

Lessons from the Field

A contractor panel moderated by Apunte featured Juan Carlos Morales, CEO of JCM Roofing; Abad Zarate, owner of AzaPro Roofing; and Nathan Recalde, founder and COO of Cover Shield LLC.

Their discussion moved beyond sales and operations to some of the more personal challenges of entrepreneurship: balancing professional and family responsibilities, sustaining motivation and understanding the role faith can play in a leader’s life.

Keynote speaker Otto Padron, a retired U.S. Army senior officer and media executive, closed the educational program with “The Mission Never Ends: Leadership Lessons from Combat to Commerce.”

Padron emphasized that dependable organizations require people who are both trustworthy and capable. He also recognized the role roofing contractors play when communities are recovering from severe weather.

“The people who build after the storm are people of great worth,” Padron told the audience. “And that is who you are.”

The summit concluded with a Rock en Español concert and networking reception.

That combination, practical knowledge and community, also captured the broader purpose of Pantera Pros: help the contractors build stronger companies, lead teams and prepare for the next stage of an evolving industry.

Organizers announced that the next Pantera Pros Summit will take that conversation to San Diego, California.