Articles by Patricia Soto Servin

Pantera Pros Summit 2026
Latinos in Roofing

Latino Roofers Build for Growth at Owens Corning’s Pantera Pros Summit

Owens Corning’s second Pantera Pros gathering combined business education, industry insights and leadership lessons with a celebration of the culture and community shaping Latino roofing.
Patricia Soto Servin is a journalist with more than a decade of experience covering local communities across the U.S.
Patricia Soto Servin
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From the consequences of a 5% discount to the growing role of artificial intelligence, contractors at the 2026 Pantera Pros Summit explored what it takes to move from installing roofs to building stronger, more scalable companies.


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The Financial Mistakes That Can Hold Roofing Contractors Back
Best of Success Podcast

Is Your Roofing Business Healthy? Numbers You Need to Know

Marcos Sierra, CEO of The Sierra Group, explains how revenue, profitability, balance sheets and cash flow reveal a roofing company’s financial health.
Patricia Soto Servin is a journalist with more than a decade of experience covering local communities across the U.S.
Patricia Soto Servin
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Revenue tells only part of the story. Sierra shares the reports roofing contractors should review, the questions they should ask prospective accountants and the financial mistakes that nearly put his company out of business.


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Event AI Latinos en Roofing
Capacitación en Roofing

Capacitación de IA y Meta Ads para contratistas de roofing en Plano, Texas

Latinos en Roofing presenta una capacitación presencial sobre inteligencia artificial y Meta Ads para ayudar a contratistas a hacer crecer sus negocios.
Patricia Soto Servin is a journalist with more than a decade of experience covering local communities across the U.S.
Patricia Soto Servin
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Aprende cómo la inteligencia artificial y la publicidad en Facebook e Instagram pueden ayudarte a generar clientes potenciales, optimizar campañas y hacer crecer tu empresa de roofing.


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Urena Roofing Staff on the job

De una lesión a una misión: la historia de cómo una familia comenzó en el roofing en Texas

Una lesión cambió el rumbo de Roger Urena y lo llevó a descubrir la industria del roofing. Su empresa inició en la Dodge Durango familiar y ahora es parte del reducido grupo de contratistas que han obtenido el reconocimiento President’s Club de GAF.
Patricia Soto Servin is a journalist with more than a decade of experience covering local communities across the U.S.
Patricia Soto Servin
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Hay decisiones que cambian el rumbo de una empresa antes de que exista un nombre, una oficina o el primer cliente.


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Urena Roofing Staff on the job

From an Injury to a Mission: How One Family Got Its Start in Roofing in Texas

A back injury changed the course of Roger Urena's life and led him to discover the roofing industry. His company started out of the family's Dodge Durango and is now among the select group of contractors to earn GAF's President's Club distinction.
Patricia Soto Servin is a journalist with more than a decade of experience covering local communities across the U.S.
Patricia Soto Servin
No Comments

There are decisions that change the course of a company before it has a name, an office, or even its first customer.


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