Marketing expert Poncho Serrano explains why roofing contractors must embrace multi-platform visibility, consistent content and organic strategy to compete in 2026. Learn how AI fits in—and why being “everywhere” online is no longer optional.

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El experto en marketing Poncho Serrano explica por qué los contratistas de roofing deben adoptar visibilidad en múltiples plataformas, contenido constante y una estrategia orgánica para competir en 2026. Descubra cómo encaja la IA y por qué estar “en todas partes” en línea ya no es opcional.

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There’s a lot to be said about the cost savings and efficiencies made available with the onset of artificial intelligence in the roofing and construction space. Yet, it’s still a relationship-based business that still relies on face-to-face interactions, even with all the evolving technology.

“I’ve always believed construction is a face-to-face kind of (business),” explained W&C Legal Expert Trent Cotney, partner with Adams & Reese, in this episode. “ As much as we’ve changed and evolved over the last few decades with technology, it’s still there.”

Hear more about how Cotney believes customers are using AI to vet contractors and what that means for administration costs by listening to the full conversation here.

Amparo Sancen, fundadora de Latinos en Roofing y directora ejecutiva de Sancen Contracting, reflexiona sobre los errores que ve cometer a los contratistas de techado, empezando por su plan de negocios — si es que tienen uno

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The 2026 SPFA Convention & Expo will center on workforce development, certification access and jobsite-ready education as demand for qualified spray foam installers grows across residential and commercial markets. In addition to certification prep courses, ABAA training and entrepreneur-focused sessions, the event will offer recorded breakout sessions, Spanish-language programming and real-time translation tools to improve accessibility and post-show learning. Operational updates, including revised networking events, a mobile app and enhanced registration tools, position the show as both a technical training hub and a business development platform for contractors.

Roofing contractors are facing real operational disruptions as immigration enforcement uncertainty causes crews to stop reporting, delaying projects and straining builder relationships. The proposed Dignity Act would introduce a structured, renewable legal status for certain undocumented workers, aiming to stabilize the construction labor force without granting immediate amnesty. Until legislative clarity emerges, contractors must strengthen employment verification processes, monitor federal developments and factor workforce risk into bidding, scheduling and long-term planning.

During IRE 2026, Tanja Kern interviewed three state directors from SkillsUSA about the organization’s role in shaping the future of skilled trades. They explained how SkillsUSA not only provides technical training across multiple disciplines but also builds leadership skills and connects students directly with employers. Contractors were encouraged to engage with their state directors through skillsusa.org to develop a steady pipeline of future talent.