ProWood and NHCA Forge Alliance to Tackle Housing Crisis by Empowering Hispanic Developers

GRAND RAPIDS, MI – March 19, 2026 – In a strategic move to address the nation's severe housing and construction labor shortages, lumber industry leader ProWood® has announced a major partnership with the National Hispanic Construction Alliance (NHCA). The collaboration will directly support the launch of NHCA's 'Build the Builder' program, a new initiative designed to cultivate the next generation of Hispanic home developers and expand career pathways for a demographic that is already reshaping the American construction landscape.

This alliance arrives at a critical juncture for the U.S. economy. The country faces a staggering residential inventory gap estimated at over 4 million homes, a deficit that has fueled an ongoing affordability crisis. Simultaneously, the construction industry is struggling to find workers, with an estimated need for nearly 350,000 new professionals in 2026 alone to meet demand. This partnership represents a targeted, private-sector approach to solving these interconnected problems by investing in a vital and growing segment of the workforce.

A Two-Pronged Crisis: Housing and Labor

The housing shortage is a well-documented national challenge. According to recent industry reports, new construction has not kept pace with demand for years, leading to soaring prices and locking many families out of homeownership. The National Association of Home Builders (NAHB) has consistently pointed to a significant shortage of housing units as a primary driver of the affordability crisis, a sentiment echoed by government agencies and real estate analysts alike.

Compounding this issue is a severe labor deficit within the construction trades. The Associated General Contractors of America (AGC) has highlighted that the industry needs to attract hundreds of thousands of new workers annually simply to keep pace with retirements and industry growth. With nearly one in five construction workers over the age of 55, the retirement cliff poses a significant threat to future building capacity. Furthermore, the industry has struggled to attract new talent, with only a small fraction of young job seekers considering a career in the trades, often due to outdated perceptions of the work.

It is within this challenging environment that the ProWood-NHCA partnership seeks to make its mark, not by looking for labor from the outside, but by investing in the talent already powering the industry.

The Rising Influence of Hispanic Construction Professionals

The foundation of this new alliance is a powerful demographic reality: the immense and growing contribution of Hispanic professionals to the construction industry. According to the NHCA's 2025 State of Hispanics in Construction Report, Hispanic builders now constitute nearly one-third of the entire U.S. construction workforce. Even more strikingly, this group drove an incredible 59% of the industry's total growth between 2018 and 2023.

"Hispanic construction professionals are a vital part of that future, and NHCA's leadership in supporting their advancement is unmatched," said Darren Bennett, vice president of sales and marketing at ProWood, in a statement. "We're proud to partner in strengthening this growing segment of the industry."

The NHCA was established in 2023 by the National Association of Hispanic Real Estate Professionals (NAHREP) precisely to harness and support this growing influence. Led by Executive Director Sergio Barajas, the organization aims to provide culturally relevant training, pathways to capital, and professional development to empower Hispanic tradespeople and help them advance from laborers to business owners and developers.

"Hispanic workers are driving the future of construction, and they deserve access to the training and partnerships that help them advance," Barajas stated. "ProWood's commitment to this community strengthens our ability to deliver meaningful advancement opportunities through programs like Build the Builder."

'Build the Builder': A Blueprint for Growth

The centerpiece of the partnership is ProWood's support for the 'Build the Builder' program. This initiative is not merely a training course but a comprehensive developer incubator. Through a series of in-person cohorts, the program will guide Hispanic builders through the complexities of real estate development.

The curriculum is designed to bridge critical knowledge gaps, focusing on core areas such as:

• Real Estate Fundamentals: Understanding market analysis, property acquisition, and zoning regulations.
• Financing: Navigating capital stacks, securing loans, and managing project budgets.
• Project Planning: From initial design and permitting to construction management and final sale.
• Community Reinvestment: Teaching developers how to build projects that not only generate profit but also enrich and revitalize their own communities.

ProWood's commitment is multifaceted. The company is providing financial support for the program's launch, but its involvement runs deeper. ProWood executives will participate in NHCA-led webinars to promote the program and will offer executive guidance through a seat on the NHCA Corporate Advisory Council, ensuring the training remains aligned with real-world industry needs. Critically, the partnership also includes support for translating all program materials into Spanish, removing language barriers and making the curriculum fully accessible.

The inaugural 'Build the Builder' event is scheduled to take place from May 6–10, 2026, in Los Angeles, California, a fitting location given the city's large and influential Hispanic construction community.