Logo for Straight Forward Construction featuring a stylized red and white roof design above the company name in bold red letters.
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About Straight Forward Construction in Central Florida

The Straight Forward Difference

When Jacob Echeverri returned from military service, he saw something missing in Florida’s roofing industry: straight forward honesty.

In 2018, he and his family launched Straight Forward Construction with a simple mission – deliver military-grade precision and family values to every Florida roof we touch.

Military Precision

Every project planned and executed with veteran attention to detail

Florida-Tough Materials

Premium products built specifically for Florida's harsh weather

Family Values

Not just a slogan - we're family-owned and treat your home like our own

Lightning-Fast Delivery

Most roofs completed in just 1-3 days

More Than Just Another Roofing Company

Today, over 5,000 Florida homeowners trust us with their biggest investment. Why? Because we treat every roof like it’s protecting our own family.

Our Credentials Matter

  • State Licensed
  • Fully Insured
  • Certified Pro Contractor
  • 4.9-Star Rated by Real Customers

The Numbers Tell Our Story

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Projects Completed

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Average Customer Rating

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Counties In Florida Serviced

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Years of Serving Florida Families

Meet Our Leadership Team

Jacob Echeverri, Founder & Veteran of Straight Forward Construction, leading expert in roofing and construction services in Central Florida

Jacob Echeverri

Founder & Veteran

A person with long wavy hair and glasses smiles, resembling a professional from a Lakeland roofing company, wearing a black blazer and white shirt against a gray background.

Jessica Echeverri

Co-Founder & Operations Director

A man with short hair and a beard, donning a black polo shirt featuring the Straight Forward Construction logo, is the face of a trusted roofing contractor in Lakeland.

Connor White

Product Manager

Logos for customer satisfaction, Facebook, and Google are shown, each accompanied by a five-star rating—showcasing the quality service our roofing contractors continually provide.

What Our Satisfied Clients Say

Straight Forward Construction made my retirement dream getaway home a reality. 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.

Jeff Fortuna

Verified Customer

Professional excellence from start to finish! They replaced our roof in just one day, with impeccable attention to cleanup. From the initial quote to material selection, installation, and follow-up, the entire team demonstrated outstanding professionalism. Highly recommended!

Kevin Washington

Verified Customer

As a real estate professional, I've seen Jacob and his team at Straight Forward Construction 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 - they're truly the best in the business.

Angie Reynolds

Real Estate Agent

Conner was exceptional to work with - super polite and professional. The repair work was outstanding, particularly the color matching to our outdoor walls. Their attention to detail really impressed us. Will definitely keep Straight Forward in mind for future projects!

Verified Customer

Serving Central Florida & Beyond

From Tampa Bay to Central Florida, We've Got You Covered

Straight Forward Construction is a top-rated roofing company based in Lake Alfred, proudly serving communities across Central Florida. From Tampa Bay to Orlando, we bring military precision and family values to every roof we touch.

Polk County (Our Home Territory)

  • Lakeland
  • Winter Haven
  • Bartow
  • Lake Wales
  • Auburndale
  • Haines City
  • Lake Alfred

Local Headquarters

305 Gandy Rd
Auburndale, FL 33823
(863) 289-6654

Orange County

  • Orlando
  • Winter Garden
  • Winter Park
  • Ocoee
  • Apopka
  • Lake Buena Vista
  • Maitland
  • Baldwin Park
  • Windermere

Osceola County

  • Kissimmee
  • St. Cloud
  • Celebration
  • Poinciana
  • Harmony
  • Buenaventura Lakes
  • Poinciana

Lake County

  • Clermont
  • Mount Dora
  • Leesburg
  • Eustis
  • Tavares
  • Lady Lake

Hillsborough County

  • Tampa
  • Brandon
  • Plant City
  • Riverview
  • Temple Terrace
  • Sun City Center
  • Valrico
  • Apollo Beach

Pinellas County

  • St. Petersburg
  • Clearwater
  • Largo
  • Palm Harbor
  • Dunedin
  • Tarpon Springs
  • Pinellas Park
  • Safety Harbor

Pasco County

  • Wesley Chapel
  • New Port Richey
  • Land O' Lakes
  • Dade City
  • Zephyrhills
  • Trinity
  • Port Richey

Manatee County

  • Bradenton
  • Palmetto
  • Anna Maria
  • Longboat Key
  • Lakewood Ranch
  • Ellenton
  • Parrish

Sarasota County

  • Sarasota
  • Venice
  • North Port
  • Siesta Key
  • Osprey
  • Nokomis
  • Englewood

Join the Straight Forward Family

From Lakeland to Winter Haven, Tampa to Orlando, we’re proud to be Central Florida’s most trusted roofing experts. Ready to experience the Straight Forward difference?

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