Lost in translation: Why language matters in roofing

By Emma Peterson.

Learn about the power of multilingualism in the roofing industry when it comes to building trust and making sales.

In the United States there are hundreds of languages spoken besides English. The U.S. Census Bureau reported that, in 2019, almost 68 million people spoke a language other than English at home. The leading languages they reported being spoken were Spanish, Chinese and Tagalog. While English still remains the predominant language in the United States, it is important to acknowledge and recognize the different language barriers that may exist.  

Going the extra step to learning or hiring team members who speak these languages can be incredibly helpful for roofing industry professionals. Whether you are a consulting business, a manufacturer like IKO Industries, a distributor like SRS Distribution that launched Para Latinos a few years ago or a contractor in the field, speaking in your client’s language can be a huge benefit. With so many languages spoken in the United States, this can seem overwhelming. But a great first step is to improve your Spanish-language services, as Spanish is the leading secondary language in the U.S. Translators Without Borders estimates that there “are over 40 million Spanish speakers in the U.S., meaning only Mexico, Colombia, Argentina and Spain have more Spanish speakers.”

Speaking Spanish and creating Spanish-language materials can be incredibly powerful. When Facebook hired Latinum Network to conduct a study of 500 Hispanic individuals that were English dominant, bilingual and Spanish dominant, they found that “seeing ads in Spanish versus English significantly increases their interest in purchasing products.” One respondent went so far as to say, “When commercials are only in English, ... they are targeting other people, not me. When they are in Spanish, I say, 'Well, they are targeting a Latino audience.'” This is why it's important to utilize Spanish-language materials, such as IKO Industries' library of Spanish resources!

Building this trust and connecting to Spanish-speaking communities through language can be an invaluable marketing tool and have a large impact on your business’s success. An article from IKO Industries estimates that Latino communities in the U.S. have “an annual purchasing power of over $1.7 trillion and growing. Much of that growth is in home purchases, both new construction and resales.” If you want to create a sincere connection with this community and become a trusted resource for their roofing needs, language is key. As The Coffee Shops’ own Chief Operating Officer Karen Edwards put it, “If you are marketing products and services to the Spanish-speaking population, you need to speak their language.”