Why Roofing Contractors Can’t Afford to Ignore Change: Lessons from the Western States Roofing Expo

If you think roofing is just another trade, think again. The industry is evolving faster than ever—driven by technology, labor shortages, and new ways to compete. In this episode of Catalyst for the Trades, Jennifer Bagley sits down with Joel Viera, powerhouse leader from the Western States Roofing Contractors Association, to dive into the future of roofing and how the right connections and tech can set you up to win.

Joel pulls back the curtain on the Western Roofing Expo, one of the biggest, boldest regional events in the industry, and shares how roofers are adapting (and thriving) in the face of big shifts: AI, language barriers, workforce challenges, and rapid-fire innovation.

Why Listen to This Episode

Joel has spent 25+ years at the center of roofing’s transformation. This conversation is a playbook for contractors and industry professionals who want to stay relevant, profitable, and ready for whatever comes next. Whether you’re a roofer, a trades entrepreneur, or considering adding roofing to your business, this episode shows you what’s working, what’s changing, and what you can do to get ahead.

What You’ll Learn in This Episode

1. The Power of Regional Industry Events
   Discover why the Western Roofing Expo in Las Vegas is a must-attend for anyone serious about roofing—packed with 36 seminars, hands-on competitions, and powerful networking that’s far from “sterile.”
2. Why Technology and AI Is a Game Changer
   From AI-powered websites that speak your customer’s language to on-site translation glasses, Joel and Jennifer break down real-world examples of how tech is reshaping customer service, marketing, and team management in roofing.
3. Growing Through Education & Diversity
   Hear how the Expo is making education accessible with a full slate of Spanish-language seminars, plus how AI and localization are opening doors for multi-lingual teams and clients.
4. Solving the Labor Shortage (For Real)
   Joel explains why labor is roofing’s biggest ongoing challenge, what’s new with skills programs, and how the next generation is pushing family businesses to adapt faster.
5. How Collaboration Creates Opportunity
   Learn why joining regional, state, or national associations (and not trying to go it alone) is a contractor’s secret weapon for resources, advocacy, and continuous improvement.
6. The Truth About AI Adoption in Roofing
   Wondering if contractors are embracing AI or keeping it at arm’s length? Joel shares honest insights about the pressures and generational dynamics shaping adoption in blue-collar businesses.‍
7. The Business Case for Adding Roofing
   Thinking of expanding your trade lines? Joel shares why roofing is about as recession-proof as it gets, with year-round demand and deep opportunities for those who invest in education and quality.