COVER FEATURE

The family left Venezuela in 2019 seeking safety and better opportunities for their children. Photo courtesy of Level Up Roofing.

Rafael Riera turned down raises of $27 and even $33 per hour as a construction supervisor to do something harder: start his own roofing company with zero industry knowledge, supported by his wife, Johana Ramos. Today, Level Up Roofing operates in Katy, Texas, and is positioning itself for major commercial work in 2026.

Rafael and Johana both studied industrial engineering at Universidad Uniojeda in Ciudad Ojeda, near Maracaibo, Venezuela. A full scholarship allowed Rafael to attend one of the country’s best engineering schools, changing the trajectory of his life by giving him access to a top-tier education without financial pressure.

After graduating, Rafael owned his own company in Venezuela, but he wanted more—and a safer place for his children. In 2019, political injustice pushed the family to leave. The transition was quick, but it was the right choice, and the U.S. welcomed them with open arms. The Rieras have two children: their oldest son is 12 and their youngest daughter is 9.

When they arrived, Rafael began working in construction in Florida, where he supervised more than 60 people. But Rafael wanted the opportunity to grow beyond managing others and knew he wanted more for himself and his family. At the time, Rafael was a salaried construction supervisor earning $22 an hour. When he announced he was leaving, his employer offered him raises to $27 and eventually $33 per hour, but Rafael knew he wanted to move to Texas, where the culture felt more family centered.   

After moving to Texas, he gained experience in inspections and claims work. In 2020, the Rieras founded Level Up Roofing with determination but limited roofing knowledge. They started door-knocking, learning the industry from the ground up.

A critical early advantage came through relationships. Rafael shared that “Latinos en Roofing me abrió las puertas y me conectó con mucha gente” (“Latinos en Roofing opened many doors for me and connected me with many people.”). ABC Supply also provided the resources and tools they needed to grow professionally.

Rod and Michelle Menzel.

Although COVID-19 was challenging for many businesses, it opened unexpected opportunities for Level Up Roofing. Their door-knocking strategy allowed for safe, personal interaction during lockdowns. Rafael stayed focused on projects despite restrictions, and that personal touch gave them a competitive edge.

Today, Rafael and Johana are working on their 2026 schedule and growth plan. "Our focus is on expanding the company by investing in education and training for our team, work crews, and sales representatives,” Rafael said. “We are also preparing to launch a major commercial project next year, positioning ourselves to take on additional large-scale commercial jobs while continuing to grow our residential capacity. In addition, we are stocking up on materials and enhancing our logistics to ensure we can respond quickly and efficiently during upcoming storm seasons."

Their biggest challenge this year is the start of their first metal shingle roofing project—valued at more than $100,000—which they see as an opportunity to demonstrate their readiness to take on new challenges and deliver even higher-quality work to their community.

Rafael’s advice for others entering the industry: “Never stop learning and improving. Invest in yourself and your team to become the best in this beautiful industry. Stay humble, work hard, and take care of your customers and your family — that’s what truly builds a strong and lasting business.”