Roofers Going Digital - Partner of Yael Padilla

Francisco Serrano runs Roofers Going Digital, a consulting and marketing firm that positions itself as a strategic partner to roofing contractors rather than a conventional lead-generation shop. Public-facing biographical detail on the site is limited; the founder story is implied through testimonials and positioning more than stated directly. What is clear: Serrano has built a visible profile inside the roofing trade, particularly around LinkedIn and B2B social strategy, and is associated with the Latinos En Roofing movement, a community initiative referenced by industry peers quoted on the site. Testimonials from commercial roofing voices describe him as a specialist in LinkedIn and social media for contractors, which aligns with how the agency frames its own offer. The thesis behind Roofers Going Digital is that roofing companies — whether luxury residential operators or multimillion-dollar commercial contractors — are underserved by generalist marketing agencies that treat them like any other home-services vertical. Serrano's pitch is that roofing requires integrated thinking across marketing, sales operations, and CRM, not just ad spend. The firm explicitly limits its roster to what it calls industry-leading roofing companies, a positioning choice that signals a consulting posture over a volume-agency model. The site emphasizes discovery calls, tool-stack audits, and long-term strategy rather than packaged retainers. Beyond Serrano, the public team picture is thin, and the agency's partnership with Yael Padilla suggests a small, relationship-driven operation. Readers looking for a detailed founder resume will find the About section light; the agency leans on peer endorsements and niche credibility inside roofing circles to do that work.