Icon co-owners, Carlos and Juanita Garcia, are a young couple (from my perspective) with a passion for building homes and the right mix of energy, intelligence and focus to pull if off. It is actually one of those “American Dream” stories that make you feel good in tough economic times.

Carlos has worked with the El Paso Fire Department for 15 years and currently serves as a lieutenant. His father is a retired fireman and his brother is a fireman, so the rush that results from taking a ladder truck down the street to help save property and lives is obviously in his blood. Carlos jokes that whether he is on duty at the fire department or making his rounds for Icon, he is still “putting out fires.” He certainly understands the importance of building a structurally sound home with family safety at the forefront.

Juanita was an elementary teacher with the Clint ISD and “Teacher of the Year” for 2004-2005. Once Icon took shape, however, she was the one who had to give up her job. “I enjoyed my teaching career, but the excitement of helping people design and build their dream homes was something I couldn’t pass up.”

interaction, innovative design and quality construction are certainly the attributes that keep prospective homeowners turning toward Icon. “We are building only ten to twelve homes a year,” relates Juanita, “and so buyers know they will be dealing directly with the owners on everything, every step of the way. We have developed a solid reputation for building quality homes and surpassing buyer’s expectations. Whatever the price range or level of amenities that has been agreed upon, the purchaser can expect quality construction. Building a home can be a stressful time for buyers – we do all that we can to help them cope with the process.”

Icon is building Tuscan designs, for the most part, with stone accents on exterior finishes and loads of detail. “We put a lot of emphasis on ceiling designs in main areas with indirect lighting. We prefer big, open spaces since our clients typically enjoy entertaining around the kitchen. Kitchens and baths receive our most attention with custom tile work and off-the-wall amenities. We incorporate natural materials like wood, stone and cantera columns and we hand texture the walls. Outside cooking areas are our specialty and include fire pits, water features and Stone Age countertops. We offer a signature Icon diamond plate worktable in the garage with a built-in mop sink. Televisions and built-in sound systems in out-of-the-ordinary locations like garages and master bathrooms never hurt either.”

Homes built by Icon are now 100 percent Energy Star rated. Energy efficient appliances are installed and tankless water heaters are offered as standard amenities. “Although we now have a home certified by the EPA, our goal has simply been to deliver energy efficient homes.”

Juanita initiates the planning process with a client by determining the client’s preferred part of the city and often helps guide the client toward a particular lot that would work well for an Icon home. She becomes very involved with the design process, including amenities, accent ceilings, appliances and so forth. Carlos handles the pricing, contract and construction. Once a budget is set, they work with their clients to give them the most for their money. Quality is a priority and Carlos makes daily rounds to insure adherence to Icon standards.

“We also love building spec houses where we incorporate our latest ideas,” injects Carlos. “Our houses always attract a lot of people and we even have a following of homeowners and previous clients who stop in to see our latest concepts. People remember our homes. We’ve built 36 houses and have six more in various stages of completion. We participate in the El Paso Parade of Homes, the Gallery of Homes and the Festival of Homes. Showcasing our houses works very well for us. Constructing 10-12 houses a year is a good fit for us and we are beginning to have people come back to us for additional work – to build a second home or relocate to a different part of the city.”

El Paso natives, Carlos and Juanita met on a blind date and now have three children, Charlie - 15; Eddie - 9; and Yamel - 6. When asked where the Icon name originated, “We were just tossing names around at dinner one night. We had taken the kids to eat at Chico’s Tacos – an El Paso icon, and decided that we wanted to build a company that could become a local icon. So why not call it Icon… an El Paso Icon.”

"We like building houses," Carlos continues. We are active and feel good, we spend time with our children, we spend time outdoors and there appears to be plenty of work. We are excited about building a small, reputable company with the potential for becoming an icon for El Paso’s home building industry."