We recently had the chance to connect with Selena Rosete and have shared our conversation below.
Selena , it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What are you chasing, and what would happen if you stopped?
What are you chasing?
I’m chasing a business legacy that is strong, lasting, and meaningful. It’s not just about building a successful company, it’s about creating something my kids can be proud of. I want them to see the values of hard work, trust, and family woven into everything we do. That’s the kind of foundation I hope to leave behind.
What would happen if you stopped?
If I stopped, I would feel like I let go of something important that my family has worked so hard to build. It would feel like leaving a story unfinished. For me, it’s about continuing what was started before me and making sure it is strong enough to pass on to the next generation.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Selena Rosete and I’m the co-owner of Pro Tech Construction, a family owned design build remodeling company with more than 45 years of experience. My father started this business decades ago and I grew up watching him put care and craftsmanship into every project. Today I’m proud to continue that legacy alongside my family. For us, it has never been just about construction, it has always been about people and creating homes where families can live and make lasting memories.
What makes Pro Tech special is the fact that it truly is a family business. We bring the same values of trust, hard work and accountability that we were raised with into every project. Our clients often tell us they feel like they are treated as part of our family, and that is exactly how we want them to feel.
I work closely with clients through the design and project management process which allows me to be hands on and present from start to finish. I am also a mom, and that role has shaped the way I see the importance of home. I know what it means to want a space that feels safe, beautiful and functional for your family. Being a mother to a cancer survivor has given me a deep sense of perspective and resilience, and that carries over into the care and patience I bring to my work.
Right now my focus is on continuing to strengthen our roots here in Austin by building a stronger presence in the community, connecting with local families and small businesses, and finding ways to give back. I am also working on resources that make the remodeling process smoother and less stressful for our customers. I feel very fortunate to be able to combine my love for design, my family’s legacy and my personal experiences into a business that helps other families feel at home.
Okay, so here’s a deep one: Who taught you the most about work?
The person who has taught me the most about work is my dad. He started building and doing construction more than 45 years ago, and I grew up watching the way he poured care and pride into everything he built. Today he still works alongside me, and I feel incredibly grateful that I get to continue learning from him every day.
He has always been tough on me, but in the best way. He pushed me to be strong and to hold my own, especially working in a male dominated industry where women often have to prove themselves twice as much. His lessons weren’t always easy in the moment, but they shaped me into the person I am today and gave me the confidence to lead our company with resilience and determination.
What stands out most is his deep commitment to family. No matter how hard the work was, he always kept our family close and made sure we understood the value of sticking together. That same drive to keep people connected is something I carry into the business every day. When I work with clients, I want them to feel the same sense of care, loyalty and family that my dad instilled in us. His influence is everywhere in what I do, and I know I wouldn’t be where I am without him.
What have been the defining wounds of your life—and how have you healed them?
The defining wound of my life was my daughter’s cancer diagnosis when she was just seven months old. Nothing prepares you for that kind of fear and helplessness, and for a long time our world revolved around hospitals, treatments and prayers. It changed me at my core and forced me to see life through a different lens.
I’ve healed by holding on to my faith and trusting God through every storm. I learned to ride the waves instead of trying to fight them, and to always find something positive, even in the hardest moments. Watching my daughter battle and beat cancer, and then continue to overcome every obstacle cancer threw her way, has been the greatest source of healing for me. The way she approaches life with joy and determination, the strength it takes her to do things many of us take for granted, like learning to walk, inspires me daily.
She is now 10 years cancer free, and her resilience has given me hope, patience and purpose. Her positivity has reminded me that life is too short to live in sadness, and her strength has fueled my own. Because of her, I am more determined to make this world a better place than how we found it, and I carry that into everything I do, both personally and professionally.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
I think one of the biggest lies the construction industry tells itself is that it isn’t a place for women. For too long it has been seen as a male dominated field, and women are often underestimated or overlooked. The truth is that women bring incredible strengths to this work, from design and detail to communication and building relationships, and those skills are just as essential to a successful project as the physical labor.
I grew up in this business with my dad and brothers, and my dad was tough on me because he knew I would have to be strong to hold my own. Working in this industry has not always been easy, but it has shaped me into who I am today. I’ve seen firsthand that being a woman in construction can actually be an advantage. Clients often feel more supported when they have someone who listens and guides them through the process with care and patience.
The industry is slowly starting to change, but the old belief that women don’t belong here is still out there. My hope is that more women will step into construction and see that their perspective is not only valuable but truly needed.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What is the story you hope people tell about you when you’re gone?
I hope people say that my life was built on family and love, and that being a mom was my greatest blessing. My kids and even my dogs are my pride and joy, and I pour my heart into them every single day. Family has always been at the center of my world, and I hope people remember how much I cherished it.
I hope they say my faith carried me through the storms and that I faced life with strength and positivity, even in the hardest moments. More than anything, I want to be remembered as someone who loved deeply, worked hard, and showed up for the people who mattered most.
Contact Info:
- Website: https://protechconst.net
- Instagram: https://www.instagram.com/protechconst_remodeling/
- Facebook: https://www.facebook.com/ProTechConstructionInc/
- Youtube: https://www.youtube.com/channel/UCfEQaPaafyd7KnBLQns7zUw
