International Roofing

International Roofing, a family-owned business operating in Southwest Florida, has faced its share of challenges and milestones since its establishment. Through word-of-mouth referrals and an increasing demand for dependable roofing services, it has grown from a small operation into a full-service roofing contractor with a diverse client base, positioning itself as a key competitor in a competitive and often fluctuating market. This reputation allowed the company to expand its reach across Southwest Florida, taking on larger projects and diversifying its offerings. Under the leadership of Lorena Vargas Schultz, the company has grown into a trusted name in the community. Its history, like that of many small businesses, is characterized by perseverance, adaptability, and an unyielding focus on customer relationships. Lorena’s journey to International Roofing began with a significant career shift. Leaving behind a life, passion, and career in music, where she had worked as a singer and performer in New York, she joined her father in running the family business.

The decision wasn’t just about changing industries; it was about embracing an opportunity to contribute to a company with deep roots in her community. Though vastly different from her previous career, Lorena found ways to apply her skills, including a knack for personal connection and an ability to navigate complex situations—both of which have become integral to her approach with clients and team members. This shift not only allowed Lorena to contribute to the family legacy but also introduced a personalized touch to the company’s approach, blending professional expertise with genuine care and connection. “Working here is so much more fun than my old career in music. I use the skills I gained as a vocalist and performer in New York every day to help me connect with clients on a personal level—I’m not just a salesperson; I genuinely care about them.”

The company’s story has not always been straightforward. In the aftermath of Hurricane Ian, International Roofing encountered a crisis of perception when some potential clients assumed the company was a transient “storm chaser,” preying on communities impacted by natural disasters. These misconceptions were especially difficult for Lorena, given that the storm had struck close to home. To combat this false narrative, the company added a tagline denoting their years of service to the community to its website and business cards, emphasizing its long-term presence in Southwest Florida. Lorena even incorporated personal touches, such as displaying family photos, to strengthen community ties and underscore the business’s authenticity,

Lorena is adamant that, “I just try to get as much information [out] about who we are. Honestly, I think that’s been my biggest hurdle in the past couple of years.” This focus on reputation and trust has been a consistent theme for Lorena and International Roofing. While many competitors rely on aggressive marketing or high-profile advertising, International Roofing has primarily built its client base through word-of-mouth referrals. The company’s service department handles repairs and small-scale projects, which often lead to larger contracts through client satisfaction and trust. Lorena has prioritized maintaining a business model with a foundation of community visibility and reputation, reflecting her belief that personal recommendations are more powerful than traditional advertising campaigns.

Despite its reliance on referrals, Lorena has recognized the need to improve and expand the company’s online visibility and broader community presence. Collaborating with the Small Business Development Center (SBDC) at Florida Gulf Coast University has been pivotal in this effort. Andrea Walker, Business Consultant for the SBDC supported Lorena in addressing her concerns about community visibility and reputation building. Lorena described this as one of her most significant challenges, explaining the importance of changes like adding the tagline, “Over 25 years of expert service in the Southwest Florida area,” to business cards and the website to reinforce the company’s legitimacy and deep roots in the region. Lorena credited the collaboration with helping her company project a more relatable and authentic image. As Lorena states, “I’ve met so many amazing people through the SBDC that have all been instrumental in our growth. Thanks to Andrea, I now have all of these awards. Those connections led me to hiring my bookkeeper and our advertising agency. I always recommend the SBDC to other businesses. It’s such a valuable resource for learning, connecting, and improving.”

Beyond marketing and operations, Andrea and the SBDC also assisted with licensing, HR, and financial management. “They are like a central repository of knowledge of everything the government wants and expects to get a business going. It kept me going back to solve my problems with HR, hiring, and my vision for the company, and we figured it all out together.” As the company continued to grow, it faced increased demands on its cash flow and financial resources. With guidance from the SBDC, International Roofing implemented more effective budgeting practices and learned to better manage its cash flow to ensure the sustainability of its operations during slower periods. These improvements in financial management have allowed the company to weather the seasonal fluctuations that are a natural part of the roofing industry.

Internally, International Roofing has made a concerted effort to create a strong, supportive workplace culture. The company places a high value on employee retention, recognizing that skilled labor is one of its greatest assets. To this end, leadership is deeply invested in maintaining a positive environment where employees feel valued and empowered. This focus on people is reflected in the company’s approach to both recruitment and retention, as International Roofing takes care to nurture its workforce through competitive pay, clear career advancement opportunities, and consistent training. Despite the company’s ongoing success, its leadership recognizes the inevitable challenges that come with growth. One of the largest hurdles International Roofing faces is maintaining quality control and high standards as it scales. As the business takes on larger and more complex projects, it becomes more difficult to maintain the level of personalized service that was once a hallmark of the company. The road ahead for International Roofing is less about a predictable path and more about adaptability and continual reinvention within a volatile industry. The real work lies not in growing for the sake of growth but in maintaining the heart of what makes them different. It’s the quality control that isn’t sacrificed, the employee who still knows your name, the customer whose needs are met even when the work is finished. To address this, International Roofing has implemented a series of internal checks and balances, ensuring that each project is executed with the same level of care and attention to detail, regardless of the size or scope. This commitment to quality remains a central tenet of the business. They’re not chasing accolades; they’re driven by something more grounded — the relentless pursuit of betterment.