Extending a hand: Grow your roofing business with Hispanic roofers

Author: Dan Stout| June 26, 2025

The roofing industry is ever-changing, from the technology that powers communication to the makeup of the workforce.

According to Consumer Affairs, as of 2021 almost 58% of roofers identified as Hispanic or Latino. And the Bureau of Labor Statistics reports that as of 2020 (the most recent data available), of all ethnic groups in construction, Hispanics had the largest percentage of workers under 55 years old. Taken together, these two stats make it clear why the percentage of Hispanic roofers is expected to grow in the coming years.

It's just as important for roofers to be well-trained as it is for your team to have good communication. But when it comes to recruiting, employers might miss out on top talent if they aren't open to bilingual roofers or Hispanic roofers who speak minimal English. By investing in an inclusive culture, every roofing company has an opportunity to tap a whole new pool of talented workers and the ability to elevate the roofers currently on their team.

Bridging Language Barriers

Communication is an essential ingredient of any roofing job. Your workers need to be able to ask each other questions, point out problems and find solutions. If your crew isn't speaking the same language, communication is going to be a problem. Luckily, it's often not as big a barrier as you might expect.

Many Hispanic crews already have at least one fluent English speaker. These bilingual workers help bridge the language barrier for those whose English isn't as strong at the moment. The more bilingual workers on your crews, the more seamlessly your crews can communicate.

Consider offering Spanish or English language classes to your existing workers just like you'd offer training for upgraded technology or new building materials. The same goes for your administrative team. Topics like tax forms and benefits can be complicated, and some HR issues involve sensitive information, making it inappropriate to ask another employee to translate.

The U.S. Census reports that 13.4% of the population speaks Spanish at home. Bilingual workers and sales teams can build bridges to non-English-speaking customers, making sure they stay informed and that all their questions are answered quickly.

Lastly, don't forget the incredible strides made in translation software in recent years. Most roofers have a smartphone in their pocket capable of performing basic translation services. While they aren't perfect, these apps are a quick way to ease communication difficulties.

A Foundation of Trust

Recruiting and developing bilingual workers will bring benefits to more than just one job. By providing support for all your workers, you'll foster teamwork and reduce jobsite errors. But you'll also boost morale. Giving all roofers the same opportunities to grow and succeed can also help all team members feel valued and motivated. Make an effort for all employees to feel included so they can establish trust both with you and with each other.

Best of all, it's a virtuous cycle. Better communication leads to more trust, and more trust leads to workers who are more likely to try to communicate with each other.

Onboarding Documentation

Some employers may be worried about excessive documentation or validating the authenticity of a document.

When you hire any employee, you'll need to fill out an I-9 to ensure they're able to work legally. This is true whether or not the potential employee is a US citizen, and is the same for all employees, regardless of race, ethnicity or gender. The I-9 has a straightforward list of acceptable documents, and employers are not responsible for validating documents. And when hiring subcontractors, the subcontractors are the ones responsible for collecting their workers' I-9 info.

In other words, one employee won't have a more complicated hiring process than another.

A Culture of Inclusivity

Hiring or training bilingual workers and finding ways to boost cultural acceptance can have long-term benefits. When morale is high and workers are motivated, your roofing company will do great things.

Fostering a culture of inclusivity isn't about making one group feel special. It's about making everyone feel welcome. Even small gestures can go a long way toward making workers feel they belong in your company. Your crews will be more invested in your success, and workers will be less likely to jump to another company.

These same small gestures can have an impact on sales and help build relationships with customers.

First Steps

Building a better business starts with your workers and expands outward to include suppliers, materials, sales and customer service. Take strides in all of these areas by connecting with QXO's resources. From in-person expertise to the ease of high-tech solutions like Beacon PRO+, you'll find countless tools to help bridge the communication gap, build better teams and close jobs more efficiently. Reach out to your local QXO supplier and learn how to get started.