Danaik Garay of AlSteel Roofing in Fort Myers, Fla., and Diana Barriga of Property Master Solutions in Orlando, Fla., are two NWIR members who are leading the Hispanic Connection Council initiative.

Experts say roofers shouldn't mix different types of vents on roofs, as seen here.

Empowering Latina Women in Roofing

NWIR’s vision, growth, and pathways for participation lead the way in 2026

The roofing industry is transforming — and one organization is making sure women from all backgrounds are not just included but empowered. As NWIR charts its next phase of growth, intentional outreach to the Hispanic/Latina community is a key piece of the strategy. In this article we address three fundamental questions: What is NWIR’s outlook and goals for this group? How many local chapters (councils) are forming nationwide? And what’s the best way for Hispanic/Latina women (and their allies) in roofing to connect and participate?

At its core, NWIR’s mission is “to support and advance the careers of women roofing professionals — from those on the rooftop to manufacturing, design, sales and all levels of management/ownership.” Within that broad mission, there are specific goals related to diversity, equity and inclusion (DEI) that make outreach to the Hispanic/Latina community especially relevant:

• Representation: NWIR recognizes that the roofing industry has traditionally been male-dominated and often lacks racial/ethnic diversity. By engaging Hispanic/Latina women and other under-represented groups, the organization is helping diversify the workforce, amplify voices and expand the talent pipeline. 
• Access & Opportunity: Through its pillars of networking, education, mentoring and industry recruitment, NWIR aims to provide Hispanic/Latina women access to skills, relationships and leadership pathways that might otherwise be harder to obtain. 
• Cultural Inclusion & Community-Building: NWIR’s DEI Committee has intentionally celebrated Hispanic Heritage Month with bilingual events and features of Hispanic/Latina professionals in roofing, signaling that cultural identity and language matter in how engagement is crafted. 
• Local Impact + National Scale: Via its local councils (sometimes known in other associations as chapters) — which NWIR emphasizes as “the lifeblood” of the organization — NWIR aims for grassroots impact (events, mentoring, local outreach) while maintaining national support and branding. 
• Leadership Pathways: For Hispanic/Latina women in roofing, NWIR aims to move beyond participation to leadership—inviting members to serve on committees (e.g., DEI, Workforce Development, Mentoring) and local council leadership roles. The organization explicitly notes that councils are a great way to develop key leadership skills. 

In short, NWIR’s outlook for the Hispanic/Latina community is one of intentional inclusion—providing culturally responsive outreach, leadership opportunities, mentoring, and access to resources so that Hispanic/Latina women thrive in roofing and contribute to elevating the industry.

A Message for Roofing Leaders

Roofing is still a relationship business. As a roofing company, you’re not just building roofs but building relationships. And relationships are built on communication. People let you on their homes/offices, which are their most valuable assets. If they don’t trust you to communicate, they will not trust you to build.

So, forward-thinking roofing contractors are looking beyond nails and shingles. They are investing in customer experience, and SMS is the easiest and most effective place to start.

The strength of your roofing business does not lie just in how well you install, but it lies in how well you communicate.

As the roofing industry is constantly evolving, roofing contractors using modern communication tools like SMS will stand taller than those without. In short, in a roofing business, every lead counts, and every appointment matters. Therefore, texting is not just a luxury; it is a necessity. It keeps your jobs on track, your customers informed, and your business growing.

*Based on testing conducted by a third party in 2017 using UltraPly™ TPO SA versus standard adhered TPO. Application times vary with settings and environmental factors; actual results will vary.

**ISOGARD polyiso insulation performed up to 40% better in cold temperature 40°F (4°C) applications according to ASTM C1289 standards than major competitors when tested by an independent third party in September 2022. The increased R-value per inch indicates better thermal performance in cold temperature 40°F (4°C) from the same roofing systems using the same amount of insulation compared to leading competitive products on the market today. Results may vary.