META Roofing was built from the ground up, literally.
Founders Juan Pablo Avendano and Luis Abrego started with nothing more than a shared vision, a strong work ethic, and one ladder between them. After graduating from Cathedral High School and later reconnecting post-college, they saw an opportunity to build something of their own, something rooted in integrity, hard work, and doing right by people.
In the early days, they operated out of their cars, without a truck, without marketing budgets, and without shortcuts. Every project earned, every relationship built, and every opportunity came through trust and word of mouth. That foundation still defines the company today.
Fast forward to now, META Roofing has grown over 1,000% organically. What started as a two-man operation has evolved into a full-scale business with an office, a dedicated sales team, multiple crews, and a growing reputation across El Paso and surrounding areas. Today, the company proudly holds nearly 80 five-star reviews, a testament to the consistent quality and care delivered on every project.
As a locally owned, Hispanic-founded company, META Roofing takes pride in serving the El Paso community with a deeper level of connection and understanding. Being part of the same culture and community as many of our clients allows us to communicate clearly, build trust naturally, and show up with a level of care that goes beyond the job itself. We’re not just working in this city, we’re part of it.
From day one, our mission has been bigger than roofing, we set out to change the narrative around contracting. In an industry often associated with poor quality jobs, lack of communication, and broken promises, we chose a different path. We believe homeowners deserve transparency, reliability, and work that truly lasts.
That’s why we place such a strong emphasis on warranties, protection, and peace of mind. A roof isn’t just another project, it’s one of the most important investments a homeowner will make. Our goal is to ensure every client feels confident, informed, and protected long after the job is complete.
Over time, META Roofing has expanded into the solar industry, leveraging its roofing expertise to provide integrated solutions for both residential and commercial clients. This growth has opened the door to larger opportunities, including partnerships with general contractors and eligibility for government contracts.
META Roofing is also proud to be recognized by leading manufacturers like Owens Corning, GAF, Mule Hide and honored by Business Rate as one of the top roofing companies in Central El Paso for 2025.
But beyond the growth, certifications, and awards, what matters most is the culture. A culture built on relationships, with clients, crews, and partners. A culture where high quality isn’t optional, and trust is everything.
At META Roofing, it’s not just about building roofs, it’s about building something that lasts.
