How to Choose a Roofing Contractor: The Complete Vetting Guide

Hiring the wrong roofing contractor is one of the most expensive mistakes a homeowner can make. A bad contractor can leave you with a roof that fails prematurely, warranty claims that get denied, or worse—an unfinished project and a company that's disappeared with your money.

This guide provides a systematic framework for evaluating contractors. Use it whether you're getting quotes for a small roof repair or a complete roof replacement.

Phase 1: Initial Screening (Before the First Call)

Check Basic Credentials

Before even calling a contractor, verify these basics online:

Business Registration

• Search the Wisconsin Department of Financial Institutions to confirm the business is registered and in good standing
• Note how long they've been registered—newer isn't always bad, but less than 3 years warrants extra scrutiny

Insurance Verification

This is critical. Contractors should carry:

• General liability insurance: Minimum $1 million (protects you if they damage your property)
• Workers' compensation: Required in Wisconsin for companies with 3+ employees (protects you from liability if a worker is injured on your property)

Important: Don't just ask for certificates—call the insurance company directly to verify coverage is current. Policies can lapse, and a certificate might be outdated.

Manufacturer Certifications

Major shingle manufacturers have contractor certification programs. These actually matter because they affect your warranty coverage:

• GAF: Certified Contractor → Master Elite (top 2% of contractors)
• Owens Corning: Preferred Contractor → Platinum Preferred
• CertainTeed: SELECT ShingleMaster → Master Applicator

Why certifications matter: A certified contractor can offer enhanced warranties backed by the manufacturer. An uncertified contractor installing the same shingles can only offer the basic limited warranty—which typically covers only material defects, not labor.

Verify directly: Don't take the contractor's word. Each manufacturer has an online directory:

• GAF Contractor Search
• Owens Corning Contractor Search
• CertainTeed Contractor Search

Online Reputation Check

Look at multiple sources and focus on patterns, not individual reviews:

• Google Reviews: Most reliable volume. Look at responses to negative reviews—how does the company handle complaints?
• BBB: Check complaint history and resolution patterns, not just the letter grade
• Angi (Angie's List): Reviews tend to be more detailed
• Facebook: Good for seeing how they interact with customers

Red flags in reviews:

• Clusters of 5-star reviews with generic language (may be fake)
• Complaints about communication, delays, or hidden costs
• Defensive or aggressive responses to criticism
• Reviews mentioning warranty claim difficulties

Phase 2: The Estimate Process

What Should Happen During an Estimate

A thorough estimate visit should take 30-60 minutes and include:

1. Actual roof inspection: The estimator should get on your roof or use a drone—not just look from the ground
2. Attic inspection: For replacements, they should check decking condition, ventilation, and signs of previous leaks
3. Documentation: Photos or video of current condition and problem areas
4. Discussion of options: Different materials, scope of work, and price points
5. Questions about your needs: How long you plan to stay, budget constraints, aesthetic preferences

Red flags:

• Estimator who stays on the ground
• Quote delivered in 5 minutes
• No questions about your situation or preferences
• Pressure to sign immediately

Essential Questions to Ask

About the Company

1. "How long have you been in business at your current location?" (Looking for 5+ years)
2. "Can I visit your office?" (Should have physical location, not just P.O. box)
3. "Who will actually perform the work—your employees or subcontractors?" (Employees = better quality control)
4. "Who will be my point of contact during the project?"
5. "What happens if there's a problem after the job is complete?"

About the Project

1. "What exactly do you recommend and why?" (Should explain reasoning, not just state scope)
2. "Are there less expensive alternatives that would work?" (Honest contractors present options)
3. "What materials will you use? Can you provide specifications?"
4. "How long will the project take?"
5. "What's your process if you discover hidden damage?"
6. "How do you protect my property during work?"
7. "What's included in cleanup?"

About Warranties

1. "What manufacturer warranty applies, and what does it actually cover?"
2. "What workmanship warranty do you offer?"
3. "What would void either warranty?"
4. "Can I see sample warranty documents?"

About Cost and Payment

1. "Is this estimate good for 30 days?" (Beware "today only" pricing)
2. "What's your payment schedule?" (Should be no more than 10-30% upfront, balance on completion)
3. "What could cause the final cost to differ from this estimate?"
4. "Do you offer financing?" (Many reputable contractors do)

The Written Estimate: What It Should Include

A professional estimate should specify:

• Scope of work: Exactly what will be done
• Materials: Brand, product line, and color of all materials
• Quantities: Number of squares (100 sq ft = 1 square), linear feet of flashing, etc.
• Itemized costs: Labor, materials, permits, disposal
• Timeline: Start date and expected duration
• Warranty information: Both manufacturer and workmanship
• Payment terms: Deposit amount, progress payments, final payment
• What's NOT included: Potential additional costs if hidden damage is found

Phase 3: Comparing Bids

Getting Apples-to-Apples Comparisons

When comparing multiple estimates, ensure they're for the same scope:

• Same materials: GAF Timberline HDZ vs. generic 3-tab is not comparable
• Same scope: Full tear-off vs. overlay is not comparable
• Same components: Does it include ice barrier, starter strip, ridge vent, pipe boots?

Understanding Price Differences

If bids vary significantly, there's usually a reason:

Legitimate Reasons for Higher Prices

• Better materials (architectural vs. 3-tab shingles)
• More thorough preparation (additional ice barrier, new decking)
• Company overhead (insurance, training, warranty reserves)
• Manufacturer certification requirements
• Longer or better warranties

Reasons to Be Skeptical of Low Prices

• Using lower-quality materials than specified
• Cutting corners on prep work
• Inadequate insurance or no insurance
• Plan to make it up with "change orders"
• New company building portfolio (higher risk)
• Desperate for work (potential cash flow problems)

The "Three Quote" Rule

For any significant roofing project, get at least three written quotes. Here's how to evaluate them:

1. Throw out outliers: If one bid is 30%+ below others, investigate why before considering it
2. Compare scope, not just price: The cheapest bid often leaves things out
3. Weight the estimate experience: Who was most thorough? Who answered questions best?
4. Consider the relationship: You may be dealing with warranty issues for years—who do you want to work with?

Phase 4: Final Verification

Reference Check

Ask for 3-5 recent customer references and actually call them. Questions to ask:

• "Did the project stay on budget? If not, why?"
• "Was it completed on schedule?"
• "How was communication during the project?"
• "Were there any problems? How were they handled?"
• "How has the roof performed since installation?"
• "Would you hire them again?"
• "Is there anything you wish had gone differently?"

Drive-By Inspection

Ask for addresses of recent jobs in your area. Drive by and look at the work from the street:

• Are shingle lines straight?
• Does the work look clean and professional?
• Are there visible issues like lifted shingles or messy flashing?

Red Flags That Should Disqualify a Contractor

Walk away if you encounter any of these:

• No physical business address (P.O. box or "home office" only)
• Can't or won't provide insurance certificates
• Demands cash payment only
• Requires large upfront deposit (more than 30%)
• High-pressure sales tactics ("This price is only good today")
• Door-to-door solicitation after storms
• Offers to waive your insurance deductible (this is fraud)
• No written estimate or contract
• Won't pull required permits
• Negative BBB history with unresolved complaints
• Can't provide verifiable references

The Contract: What to Look For

Before signing, ensure the contract includes:

• Complete company information (name, address, phone, license numbers)
• Detailed scope of work matching the estimate
• Material specifications
• Total price and payment schedule
• Start and completion dates
• Warranty information
• Process for handling additional work/change orders
• Cleanup and disposal responsibilities
• Permitting responsibilities
• Cancellation policy (Wisconsin law requires 3-day right to cancel for door-to-door sales)

After You've Chosen: Protecting Yourself During the Project

• Document before: Take photos of your property before work begins
• Verify permits: Confirm permits were pulled with your local building department
• Monitor progress: Check that materials delivered match specifications
• Document during: Take photos throughout the project
• Get lien waivers: Before final payment, get signed lien waivers from the contractor and any suppliers
• Final inspection: Walk through with the contractor before final payment
• Keep everything: Store contracts, warranties, and photos with your important documents

The Bottom Line

Choosing a roofing contractor is a significant decision that shouldn't be rushed. The extra few hours you spend vetting contractors can save you thousands of dollars and years of headaches.

Remember: the lowest price is rarely the best value, high-pressure tactics are always a red flag, and a trustworthy contractor will welcome your questions and verification—not avoid them.

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Getting quotes for a roofing project? We welcome the scrutiny. Check our credentials, call our references, and compare our estimate against others. We're confident we'll earn your business—and we'll never pressure you to decide before you're ready. Contact us for a free estimate.