Veteran Attention to Detail
Every project is planned and executed with disciplined attention to scope, sequence, materials, property protection, and final review.
Veteran Founded. Family Owned. Florida Focused.
About Straight Forward Construction
About Straight Forward Construction
in Central Florida
Founded in Auburndale in 2018, Straight Forward Construction brings veteran-led discipline, family values, and direct communication to residential and commercial roofing across Central Florida.
State Licensed
Fully Insured
Serving Florida Since 2018
5,000+ Projects
Roofing projects completed for Florida property owners.
4.9-Star Rating
Average rating from real customer experiences.
60+ Counties
Florida communities reached by our roofing team.
Founded in 2018
Years of serving Florida families and businesses.
The Straight Forward Difference
A Roofing Company Built Around Honesty and Accountability
When Jacob Echeverri returned from military service, he saw something missing in Florida's roofing industry: straightforward honesty.
In 2018, Jacob and his family launched Straight Forward Construction with a clear mission: bring veteran attention to detail, dependable execution, and family values to every roof the company touches. That means direct answers, a defined scope, materials suited for Florida weather, and respect for the property from inspection through cleanup.
Today, more than 5,000 completed projects stand behind that commitment. The company has grown, but the operating standard remains the same: treat every roof as if it were protecting our own family.
- Veteran-founded leadership
- Family-owned accountability
- Clear written project scopes
- Florida-focused roof systems
- Direct customer communication
- Property protection and cleanup
Built by family. Led with veteran discipline.
How We Operate
01 / PRECISION
02 / MATERIALS
03 / VALUES
04 / DELIVERY
05 / COMMUNICATION
06 / FOLLOW-THROUGH
What the Straight Forward Difference Looks Like on a Real Roofing Project
Values only matter when they change how the work is planned, communicated, installed, and closed out.
Florida-Tough Systems
Products and assemblies are selected around Florida heat, wind, heavy rain, humidity, and long-term exposure.
Family-Owned Accountability
We treat your property with the same care, honesty, and respect we would expect for our own family's home or business.
Efficient Installation
Many standard residential roof replacements are completed in one to three days, depending on scope, weather, inspections, and site conditions.
Direct Answers
You should understand what the roof needs, what the proposed work includes, and what will happen before the project begins.
Clean Closeout
The work is not finished until the roof, cleanup, documentation, and next-step expectations have been reviewed.
Credentials backed by completed work
Our Credentials Matter
Trust Should Be Earned Before Work Starts
A roofing company should be able to show that it is properly licensed, insured, experienced, and accountable to real customers.
Straight Forward Construction combines state licensing, insurance coverage, professional certifications, documented customer feedback, and thousands of completed projects. Those credentials do not replace good work, but they establish the basic standard a Florida property owner should demand.
State Licensed
Florida roofing license CCC1334059.
Fully Insured
Professional coverage for responsible roofing operations.
Proven Reputation
A 4.9-star average backed by real customer feedback.
Meet Our Leadership Team
The People Responsible for Moving the Company Forward
Straight Forward Construction remains family-led, operationally focused, and accountable from the first conversation through project completion.
Jacob Echeverri
Founder & Veteran
Jacob established the company around disciplined execution, honest recommendations, and a higher standard for Florida roofing.
Jessica Echeverri
Co-Founder & Operations Director
Jessica leads the operational systems and customer coordination that keep projects organized and moving.
Connor White
Product Manager
Connor supports product selection, project requirements, and the details that connect the proposed scope to the finished roof.
What Our Clients Say
VERIFIED CUSTOMER
REAL ESTATE AGENT
VERIFIED CUSTOMER
Real Feedback About the Straight Forward Experience
The strongest proof is how customers describe the communication, workmanship, cleanup, and follow-through after the job is complete.
Kevin Washington
"Professional excellence from start to finish. They replaced our roof in just one day with impeccable attention to cleanup. From the initial quote through material selection, installation, and follow-up, the entire team demonstrated outstanding professionalism."
Angie Reynolds
"As a real estate professional, I've seen Jacob and his team save the day when other companies fell through. They stepped in when two other roofing companies left us hanging. Their professionalism and quality of work are unmatched."
Jeff Fortuna
"After receiving nine different quotes, I was impressed by Straight Forward Construction's honest and fair pricing. They went above and beyond. Whatever I asked for, I got. My family is truly indebted to their service."
Serving Central Florida & Beyond
From Tampa Bay to Orlando, We Have Central Florida Covered
Straight Forward Construction is based in Auburndale and serves homeowners, businesses, property managers, and contractors throughout Central Florida.
Our central location allows the team to reach communities across Polk County, Greater Orlando, Tampa Bay, and the Gulf Coast. Whether the need is roof repair, replacement, storm damage service, an inspection, gutters, or a commercial roofing system, the same operating standards follow the crew to every property.
Polk County
Auburndale, Lakeland, Winter Haven, Bartow, Lake Wales, Haines City, Lake Alfred, and surrounding communities.
Greater Orlando
Roofing support for communities across the Orlando area and neighboring Central Florida counties.
Tampa Bay & Gulf Coast
Residential and commercial roofing coverage extending west from Central Florida toward Tampa Bay and the Gulf Coast.
Work With a Roofing Company That Tells You the Truth
Tell us what is happening with your roof. We will inspect the condition, explain the options, and provide a clear path forward for your Central Florida property.