El Trayecto de SRS Para Latinos

By Lauren White, RCS Editor. 

Understand the journey of how the SRS Para Latinos program started and the value it has in the roofing industry. 

Julissa Chavez, program manager, Latino marketing and sales at SRS Distribution, recently shared her SHERO story through the National Women in Roofing (NWiR) newsletter about her introduction to the roofing industry and the journey of the SRS Para Latinos program. 

Julissa started in the roofing industry in August 2014 as a territory manager in Atlanta, Georgia.  To meet more people in the industry and start her roofing social network, Julissa joined the NWiR Council in Atlanta. “The benefits from networking and support from other women and allies shaped me to be the stronger woman that I am today in roofing,” Julissa shared. 

Wanting to provide roofing contractors with as much value as possible, Julissa dove in to learn more about what is needed to grow a roofing business through CRMs, insurance supplementing, sales training development and everything in between. 

As she continued working with Latino-owned roofing companies, she realized the lack of literature, business development training and resources available to Latinos. “With the lack of support available, I found myself helping those in need, sometimes helping contractors to simply fill out a credit application and starting conversations around all the tools and technology that can help run their business more efficiently,” Julissa said. “Many roofing manufacturers did not have any Spanish-speaking trainers, so often I found myself translating the education that we were providing at the training events.”  Julissa started setting up lunch and learn opportunities at the SRS Distribution branch she was working at to help contractors. 

In November 2019, “SRS hosted a Latino focus group to hear the voices of Latinos at SRS and gain a better understanding of what it takes to be the preferred employer and distributor for Latinos in roofing,” Julissa shared.  Shortly after, the SRS Latino program manager position was developed to support the SRS Latino initiatives, which Julissa was encouraged to apply to by her branch manager and regional vice president. 

A mere seven months later, in June 2020, the SRS Para Latino program started.  “...Utilizing my experience on what was missing in order to serve the Spanish-speaking roofing community, the journey began!” Julissa shared.  This program is designed to provide a comfortable place for Latino contractors in roofing to do business with a distribution partner.   

Contractors got their first experience of SRS Para Latinos at the International Roofing Expo 2021 in Las Vegas, Nevada.  Two events were hosted specially for Latino contractors – a VIP Latino cocktail event at the SRS eXtreme Tailgating Vehicle and a “Voice of the Latino Customer” dinner.  And at IRE 2022, SRS hosted its first-ever SRS Para Latinos Education Lounge. IKO, GAF, CertainTeed and TAMKO partnered with SRS to provide relevant training.   

Other noteworthy accomplishments the SRS Para Latinos program has achieved include: 

• Series of webinars and business development trainings in Spanish 

• Launched a nationwide hiring initiative targeting Spanish-speaking sales representatives 

• Increase in bilingual staff and signage 

• New website translated into Spanish 

• Spanish service hotline (844-RUF-EROS) in key branches 

• Celebration of Hispanic Heritage Month  

• Title sponsor for Expo Contratista, the largest Hispanic tradeshow for Latinos in construction  

• Events specifically for Latino contractors hosted at the International Roofing Expo (IRE) 

• The first edition of Premios Éxito (Contractor Success Awards), presented during the VIP cocktail hour at IRE 2022 sponsored by Owens Corning 

SRS Para Latinos has come a long way since its inception and continues to provide a comfortable place for Latino contractors to learn and ask questions. And they’re not done yet! Julissa and the SRS team have big plans to continue the program’s growth and reach even more Latino contractors. 

Join its Spanish communications and visit the SRS Para Latinos Facebook page to learn more about the program. 

Learn more about SRS Distribution in their RoofersCoffeeShop Directory or visit www.srsdistribution.com.