Here are 10 key takeaways from Pantera Pros Summit 2026.

1. A 5% discount can cost much more than it seems

Claudio Vilas and Mercedes Larralde used the example of a 5% discount to show how a seemingly small decision can affect the profitability of an entire project.

When that discount is not part of a strategy, the company may be forced to close more sales, use more resources or put pressure on its operations to recover the lost margin. The problem does not end with the price in the contract: It can extend to staff, materials, time and the ability to take on other projects.

Vilas and Larralde also spoke about their internal learning academy, an initiative to continue developing the people who are part of their company. The reference reinforced another message from their presentation: Protecting profitability does not depend only on the owner, but on having a team that understands how its decisions affect the rest of the company.

2. Insurance changes will affect roof sales

Nico Del Monaco, president of Owens Corning Roofing, said roof replacement has become one of the main factors behind losses for home insurers. That pressure is causing changes that may affect both homeowners and contractors.

Some insurers are replacing full replacement cost coverage with policies based on actual cash value, which accounts for a roof’s depreciation. They also are increasing wind and hail deductibles and reviewing storm-damage claims more closely.

This landscape will require contractors to better understand policies, carefully document damage and clearly explain what insurance covers. The conversation with the homeowner will have to begin before the storm arrives, especially when a family might discover too late that its policy will not pay the full cost of a new roof.

3. AI is already a business tool

Interest in the sessions on artificial intelligence showed that contractors do not see the technology only as a trend. The audience wanted to know how to use it to solve concrete needs within their companies.

Many of the questions focused on which programs they could use, how to incorporate them into daily work and which activities they could begin to automate. More than hearing a theoretical explanation, attendees were looking for examples they could put into practice when they returned to their offices.

The main lesson was not that AI will replace a contractor’s experience. Its value lies in helping organize information, increase productivity, control costs and make decisions more quickly, leaving more time for the conversations and problems that still require human knowledge and judgment.

4. Materials remain, but buying habits are changing

In presenting his analysis of the state of the industry, Del Monaco explained that asphalt shingles continue to dominate the market. Some of the foundations of the business remain, but the way homeowners research, compare and hire a roofing project is changing.

Customers expect faster, simpler and more digital buying processes. For contractors, this means offering a good roof is no longer enough: They also must respond quickly, present clear information and improve the customer experience, from the first contact to the project’s close.

Del Monaco greeted the audience in Spanish and promised to include a little more content in that language every year.

5. The move from contractor to CEO requires new habits

The session on moving from contractor to CEO was presented by Claudio Vilas and Mercedes Larralde of The Roofing Biz Broker. The conversation raised the importance of no longer depending solely on the owner’s work and decisions to build a company with greater value.

Growth requires moving from personally solving every problem to developing processes, training employees and delegating responsibilities. To grow sustainably, a company needs systems that allow it to maintain quality, serve customers and make decisions even when the owner is not directly involved in every project.

In that sense, the success of a conference is not measured by the number of notes attendees write down, but by what they do with them when they return. An idea gains value when it becomes a process, a new hire, a change in sales strategy or a better conversation with the customer on Monday morning.

6. Culture and trust sustain strong teams

In a panel moderated by Kate Apunte, contractors Juan Carlos Morales, Abad Zarate and Nathan Recalde answered questions about aspects of the business that do not usually appear in a spreadsheet.

The conversation moved from company cultures to the balance between personal and professional life. Questions also came up about family, motivation and the role faith plays in the decisions they make every day. The audience’s interest showed owners do not only want to know how to sell more, but how to grow without losing what gives them purpose.

Otto Padron reinforced that idea by talking about the importance of building a team with people who can be trusted. Referring to those who help rebuild after a storm, he said they are “people of great value.” Skills can be developed, but trust is the foundation for delegating responsibilities and building a company’s legacy.

7. Learning from peers can save years of mistakes

Some of the conversations that drew the most interest were those in which contractors spoke openly about their decisions, mistakes and challenges. Attendees were not only looking for a formula, but also trying to learn what had worked for someone who had faced similar problems.

The questions during the panels showed that peer learning can go far beyond installation techniques. Owners wanted to know how other businesspeople built their teams, protected their culture, managed their time and dealt with the moments when growth began to put pressure on their families and operations.

This also connected with the conversations on multicultural marketing. Each business owner’s story, perspective and experience can become a commercial advantage. Contractors do not need to copy another company’s voice; they need to learn to communicate authentically what makes them different.

8. Connections also build companies

Pantera Pros had the atmosphere of a gathering among people who have shared a journey. Some contractors reconnected with colleagues, while others met business owners from across the United States.

The event also made it possible to learn about initiatives such as National Women in Roofing’s Conexión Hispana and Win the Storm. Octavio Vazquez also acknowledged the support of companies such as QXO, SRS and ABC Supply, showing the value of building relationships with organizations and industry allies.

The Pink Gala, photos with the Pink Panther and a Spanish-language rock concert reinforced that sense of community. The announcement of San Diego as the site of the next edition opened the door to continue strengthening those relationships in 2027. Those connections also made visible a broader transformation: the new role Latino contractors are assuming within the industry.

9. From installers to leaders: The new role of Latino contractors

During his message, Vazquez, leader of Owens Corning’s Latino program, highlighted the evolution of Latinos within the industry. Many began installing roofs and now lead companies, create jobs, introduce new ways of working and take part in decisions that are transforming the market.

To demonstrate this, he recalled the stories of several contractors. He spoke about Tony and Angie, a couple who started out installing roofs in Orlando and now run one of the largest businesses in the city. He also mentioned Miguel Medina, who received a first check for $300 when he arrived in the country and now hands checks to numerous employees; Mishell Cox, who took her company to Owens Corning’s Platinum category; and Abad Zárate, who travels to countries such as China and Germany to learn about technologies he can later incorporate in the United States.

Del Monaco reinforced the message by saying the company would not exist without its contractors or without the Latino contractor.

10. There is not just one way to be Latino in roofing

That evolution does not mean all Latino contractors share the same story. The attendees gathered in Orlando represented different countries, accents, paths and ways of running a company. For Vazquez, those differences should not divide the community, but become one of its greatest strengths.

To illustrate this, he even turned to soccer and noted that Latinos can have trouble agreeing even when they talk about their favorite national teams. If there are so many opinions about a sport, he suggested, it would be impossible to expect everyone to share one way of being business owners or representing their roots.

From there came one of the most memorable lines of his speech: “There is not just one way to be Latino in roofing.” Vazquez also called for leaving behind the well-known saying that “the worst enemy of a Latino is another Latino” and replacing that mindset with a culture of collaboration that makes it possible to recognize differences and use them to grow.

Pantera Pros Summit made clear that Latino contractors want to protect their margins, adopt new technologies and build stronger companies without losing the stories and experiences that make them different. As Vazquez explained, the next step is for their voices not only to be represented in the rooms where decisions are made, but for Hispanic contractors themselves to be present in them.