Straight Forward Construction

Straight Forward Construction is a roofing contractor based in Auburndale that handles residential and commercial roof repair and replacement, storm damage work, roof inspections, and seamless gutters. The company is veteran-owned and was founded in 2018 by Jacob Echeverri, who focuses on explaining the roof, materials and scope before recommending work. Its commercial side serves builders, hotels, churches, restaurants, offices and multi-family properties with TPO, EPDM, PVC, metal and coating systems.

Homeowners can request a free inspection and receive a written estimate with options, warranties and financing choices. Financing is offered through a partner platform, and qualifying installations may carry a 10-year workmanship warranty. Service covers Polk County, Lakeland, Winter Haven and the Tampa Bay area, with storm damage help that includes meeting insurance adjusters at the property.