Roger Urena had one of those conversations at a Starbucks in Houston in 2018.

As he recalls, his boss told him that day he would no longer have a job with the company because they had different ideas about where the business should be headed.

While Roger insisted on certifications and offering better warranties for customers, the company had a different vision for its future.

That conversation marked the beginning of a new family venture: Urena Roofing.

Photo: Urena Roofing

A New Beginning in Roofing Far From Home

The Urena family's story begins in Costa Rica, where they are originally from. In 2014, after facing financial hardship in Costa Rica, Roger and his family spent time in Honduras before deciding to "head north" and eventually settle in Houston.

The United States had not been part of their original plans, but they chose to take a chance on a new opportunity and start over.

"If someone had told me I would succeed in the roofing industry, I never would have believed it," Roger recalls. "It was a world I knew nothing about."

His first exposure to the industry came unexpectedly. After suffering a sciatic nerve injury while unloading shipping containers, he decided it was time to look for a different job.

He answered a job posting for a sales position and began learning the way many contractors do: by observing, listening, and knocking on doors.

Little by little, he realized he had a natural ability to connect with people, but he also encountered business practices he did not always agree with.

Over time, he realized that his approach to customer service and workmanship differed from the vision of some of the companies he worked for. Those experiences became the foundation of the values on which he would build his own company.

Photo: Urena Roofing

The Day Urena Roofing Was Born

As he learned more and more about roofing, another conversation at Starbucks confirmed that it was once again time for a change.

In an interview, Roger recalled his boss telling him, "The truth is, I may be crazy, but I don't want you working with me anymore because I can see that what you want to do simply can't be done."

With that in mind, he began building his own company and, shortly afterward, completed Urena Roofing's first installation.

"When someone tells me something can't be done, it becomes a challenge for me," Roger recalls.

The business did not begin with an office, a fleet of trucks, or an established team. It started with an old Dodge Durango, where Roger packed tools and materials, even folding down the seats to make use of every available inch of space.

His wife, Marcela, was not always convinced about turning the family's SUV into a small warehouse, but she understood that it was the price of starting from scratch.

Like many family-owned businesses, everyone in the family became involved from the beginning.

While Roger drove across Houston looking for customers, his wife handled administrative responsibilities and kept the business running.

Their two sons also joined the effort.

Daniel put his nursing studies on hold to help during the company's early stages.

Later, Josué helped lead a new stage of growth by strengthening the company's digital presence and developing its marketing strategies.

A Business That Grows Together as a Family

Over time, each family member found a role that allowed them to contribute to the company's growth.

While Roger continued overseeing installations and negotiating with suppliers, his wife took charge of administrative coordination and project management.

Daniel specialized in inspections and insurance claims, while Josué focused on digital tools to connect the company with new customers and strengthen its online presence.

Rather than simply dividing responsibilities, the family built a structure in which each person contributed their own strengths to help the business grow.

Today, when Roger talks about the company's growth, he rarely mentions the number of projects completed or the certifications it has earned.

He prefers to talk about people.

"Now we see 35 families," he says, referring to the members of his team. "Every installation represents the income that allows someone to pay rent, buy groceries, or support their children."

That philosophy has also helped the company maintain a stable workforce in an industry where employee turnover remains one of the biggest challenges.

Photo: Urena Roofing

Taking Care of People: A Fundamental Part of the Job

In Houston, where summer temperatures can be extreme, safety is part of the daily routine.

In addition to using harnesses and personal protective equipment, the company makes sure workers have access to water, breaks, and fresh food during the hottest days.

Roger often shows up at job sites with watermelon, cucumbers, tomatoes, or lemons to share with the crew—a simple gesture he sees as a way to care for the people who spend hours working under the sun.

Photo: Urena Roofing

Word-of-Mouth Recommendations: The Foundation of Urena Roofing's Growth

For the Urena family, quality depends on more than the materials used. It is also reflected in the decisions they make throughout every project.

In 2025, the company faced an unexpected challenge when a supplier delivered shingles from different production batches mixed together.

"They mixed the shingles together, and we realized it once they were already on the roof," Roger said. "I don't work for a manufacturer," he says. "I work for my customers."

Rather than looking for shortcuts, Urena Roofing decided to replace the entire installation.

"I had the roof removed and sent everything back that they had delivered," Roger said. "They had to take it down and pay us $7,800 because of the mistake they made. Since then, they've been much more careful and send the product the way it's supposed to be."

The family says another priority has been investing in training, certifications, and installation oversight. For them, quality also depends on the team's preparation and the way every project is completed.

Growing Without Losing Their Identity

Today, Urena Roofing continues expanding its operations across Texas and the services it provides.

The company now offers remodeling and mitigation services under the names Urena Remodeling and URX.

The decision came after recognizing that many homeowners needed more comprehensive solutions and were looking for a single team that could guide them through the entire process.

For the family, growth only has value if it remains true to the principles on which the company was built.

Josué sums it up with a message for other Hispanic entrepreneurs looking to build a future in the industry.

"It's scary to start. It's scary to compete and to make mistakes. But if you do things honestly, put quality first, and genuinely try to help people, customers always come back."

In an industry where more and more Latino business owners are taking on leadership roles, the Urena family's story reflects a reality shared by many communities: years of hard work, difficult decisions, and the willingness to start over whenever necessary.

For Urena Roofing, growth is not measured only by the number of roofs installed or the cities where the company now operates. It is measured by the trust they earn with every project, every customer, and every member of the team.

That philosophy has guided the company since its very first installation, and it is the same philosophy they hope will continue to shape its future. Because in an industry where a reputation is built one job at a time, trust remains the strongest foundation.