Lost in Translation

Even with translation tools at our fingertips, nuances can still get lost on the jobsite. So how do companies bridge the gap between different languages and cultures? Across the industry, leaders say the answer lies in clarity, consistency and a willingness to meet people where they are.

Creating clarity on the jobsite

At Kevin Sparks Signature Pools in Tennessee, about half the crews include both English and Spanish speakers, with language differences showing up most often when working with different types of vendors, says president Lauren Womick.

Early in her career, Womick noticed language barriers created miscommunications on the jobsite. To prevent mistakes, she adopted a simple habit: repeat what she heard, then have another person repeat their understanding.

“Where there’s clarity, there is competent work,” she says. “You’re going to minimize mistakes and risk and error, which can affect your profitability.”

In Texas, that philosophy is shared by Matt Miller, renovations leader at Hines Pool & Spa. Most of his masonry and plaster crews are primarily Spanish-speaking, and having even basic language skills helps build rapport. “For leaders and supervisors, [meeting workers where they are] is highly important,” he says. “It’s a respect issue as well.” 

Both Womick and Miller note many technical terms don’t translate cleanly. Slang, product names and equipment labels often require confirmation or demonstration to avoid confusion.

Tools, translators and technology

To support communication, Womick’s team uses a blend of translation apps, text-to-translate features and their in-house translator. 

“We are very fortunate to have a translator on our staff,” Womick says. 

That role supports three-way calls, group texts, onboarding, training and even customer conversations. But she notes that translation doesn’t have to be a full-time position — smaller companies may share a translator or transition an existing team member into the role part-time.

Miller leans heavily on photos and quick videos for clarity. When technical terms don’t translate well, a picture or screen capture is often the fastest way to explain. 

“I prioritize it,” he says, “It’s just part of construction. If you have a guy who’s talented and willing to work, being able to communicate with him is a small price to pay.”

Both companies use hands-on demonstrations to ensure accuracy. Womick provides bilingual safety manuals, teaches key vocabulary and leans on real-time instruction for tasks like water testing. 

“Most of my staff is eager to learn different languages, and they’ve seen the benefit of how that grows relationships and trust,” she says. “And my staff who are learning English lean into it as well.”

Miller follows the same hands-on principle. “By physically showing them,” he says, instructions stick.

Culture, respect and building trust

Language is only one type of “translation” on the jobsite, Womick says. She regularly reminds homeowners that construction and customer service each have their own vocabularies, and her project managers serve as the interpreters between them. Clear expectations prevent miscommunication and protect relationships.

Miller ensures one main point of contact speaks with homeowners to avoid mixed messages across crews. He also notes that cultural differences — such as break routines or lunch habits — can shape daily workflow. Understanding those differences improves teamwork.

Speaking even a little of the language used on the jobsite — whether Spanish or English — helps workers feel more comfortable and improves communication simply because it demonstrates effort, Miller says.

“Learn as much Spanish as you can,” he says. “And don’t be afraid to ask questions. Nobody’s going to make fun of you if you have the grammar incorrect … you’re trying to be helpful.”

Learning a language is humbling, Womick says, but at its core, it’s about understanding people and building trust. “Everyone’s making an effort to make everything work better,” she says.