Why We Say No: The Dark Side of the Roofing Industry (And How to Protect Yourself)

In 2023, the roofing industry generated over $56 billion in revenue in the United States. A significant portion of that money came from work that was unnecessary, overpriced, or poorly executed. After 20 years in this business, we've seen it all—and we've built our reputation on honesty and transparency, doing the opposite of what most contractors do.

This isn't a sales pitch. This is an honest look at an industry with serious problems, and practical advice on how to protect yourself whether you hire us or not. If you suspect your roof needs attention, always start with a professional roof inspection from a contractor you trust.

The Economics That Drive Bad Behavior

To understand why the roofing industry has so many bad actors, you need to understand the economics:

Low barriers to entry: In Wisconsin, you don't need a specific roofing license to operate. Anyone with a truck and a ladder can call themselves a roofing contractor.
High-value transactions: The average roof replacement costs $8,000-$15,000. That's a lot of money changing hands with relatively little oversight.
Information asymmetry: Most homeowners can't evaluate roof condition or workmanship quality. You're trusting the contractor to tell you the truth about both the problem and the solution.
Infrequent purchases: Most people only buy 1-2 roofs in their lifetime. There's little repeat business to incentivize good behavior.
Insurance involvement: When insurance pays, there's incentive to inflate claims and scope of work.

This combination creates perfect conditions for exploitation. And many contractors take full advantage.

The 7 Most Common Roofing Scams (And How They Work)

1. The "Free Inspection" Upsell

How it works: A contractor offers a free roof inspection, then "discovers" extensive damage requiring immediate replacement. They show you photos of damaged shingles—which may be from someone else's roof entirely or from an area they damaged themselves.

The reality: Legitimate inspections rarely reveal catastrophic, previously-unnoticed damage. If your roof was fine yesterday and suddenly needs $15,000 in work today, be skeptical.

How to protect yourself: Always get a second opinion before any major work. Ask the contractor to show you the damage from the ground or via photos you watch them take. Reputable contractors will never pressure you into immediate decisions.

2. Storm Chaser Fraud

How it works: After a major storm, out-of-town contractors flood the area going door-to-door. They claim to see storm damage on your roof and offer to handle your insurance claim. They'll often:

Inflate the damage assessment
Use substandard materials while billing for premium
Collect insurance payment and disappear before completing work
Do shoddy work knowing they'll be gone before problems appear

The numbers: The National Insurance Crime Bureau estimates storm-chasing fraud costs insurance companies (and ultimately policyholders) over $1 billion annually.

How to protect yourself: Never hire a contractor who comes to your door unsolicited. Verify they have a local physical address (not a P.O. box). Check how long they've been in business at that location. Ask for local references you can actually call.

3. The Lowball Bid Trap

How it works: A contractor gives you a quote significantly lower than others—sometimes 30-50% less. You think you're getting a deal. Then one of three things happens:

Change orders: Once work begins, they "discover" problems requiring additional expensive work
Material substitution: They use cheaper materials than specified while charging for premium
Disappearance: They take a deposit and never return, or abandon the job partway through

How to protect yourself: Get at least three detailed written quotes. If one is dramatically lower, ask specifically why. Get material specifications in writing. Never pay more than 10-30% upfront, with the balance due upon completion.

4. The "Insurance Will Cover Everything" Lie

How it works: A contractor tells you not to worry about cost because "insurance will cover everything." They may offer to waive your deductible (which is insurance fraud). They inflate the claim, pocket the difference, and leave you with substandard work or unpaid balances.

The legal reality: Waiving deductibles is illegal in most states because it artificially inflates claim values. You could be implicated in fraud.

How to protect yourself: Your deductible is your responsibility—always. Any contractor who offers to waive it is either breaking the law or planning to make up the difference somewhere else (usually by cutting corners on your job).

5. High-Pressure "Today Only" Tactics

How it works: "I can only offer this price if you sign today." "We have a crew in the neighborhood—if we don't start tomorrow, it'll be three months." "Materials are about to go up 20%."

The truth: Legitimate contractors don't need to pressure you. Good deals don't expire in 24 hours. This tactic exists solely to prevent you from getting competing quotes or doing research.

How to protect yourself: Any contractor who won't give you time to think is not someone you want on your roof. Period. Walk away from high-pressure sales.

6. The Fake Certification Scam

How it works: A contractor claims to be "certified" by major manufacturers like GAF, Owens Corning, or CertainTeed. These certifications actually matter—they affect your warranty coverage. But many contractors claim certifications they don't have or let them lapse.

Why it matters: A GAF Master Elite contractor, for example, can offer lifetime warranties backed by GAF. An uncertified contractor installing GAF products can only offer the basic limited warranty—a significant difference in protection.

How to protect yourself: Verify certifications directly with the manufacturer. GAF, for example, has an online directory of certified contractors. Don't take the contractor's word for it.

7. The Unnecessary Replacement

How it works: This is the most common and most costly scam. A contractor tells you your roof needs complete replacement when repairs would suffice. A $500 flashing repair becomes a $12,000 replacement. A few damaged shingles become a "systemic failure."

The data: Industry studies suggest that up to 30% of roof replacements are unnecessary—homeowners spent approximately $8 billion last year on new roofs they didn't need.

How to protect yourself: Always get multiple opinions on major work. Ask specifically: "Can this be repaired instead of replaced? What's the cost difference? What's the trade-off in longevity?" A trustworthy contractor will give you honest answers even if it costs them a bigger sale.

Why We Say No: Real Examples from Our Files

Over the past five years, we've documented every job we've turned down or reduced in scope. Here are real examples:

The Martinez Family (Bay View, 2023)

Called us after another contractor quoted $18,000 for a full roof replacement. Their "evidence" was granule loss in the gutters and some curling shingles.

What we found: The roof was 12 years into a 25-year shingle life. Yes, there was granule loss—normal for a roof this age. The curling was limited to one small section on the south face, likely from a ventilation issue.

What we recommended: $400 roof repair to address the curling shingles and improve attic ventilation. The roof had at least 8-10 good years remaining.

What we lost: $17,600 in potential revenue. What we gained: A customer who has referred us to eleven neighbors.

The Johnson Property (Shorewood, 2022)

Property management company asked us to bid on replacing roofs on four rental properties after a hailstorm. Previous contractor had already filed insurance claims totaling $67,000.

What we found: One building had legitimate hail damage requiring partial replacement (~$8,000). Two had minor damage requiring only repairs (~$1,200 each). One had no storm damage at all—the "damage" the other contractor photographed was normal weathering.

What we recommended: Legitimate repairs and replacement totaling $10,400. We helped them file amended insurance claims reflecting actual damage.

What we turned down: Over $56,000 in fraudulent billing. We also reported the other contractor to the state.

The Chen Family (Wauwatosa, 2024)

Called us in a panic after an ice dam caused ceiling damage. Two contractors had already told them they needed a $22,000 roof replacement with enhanced ice barrier installation.

What we found: The roof was sound. The ice dam formed because a bathroom exhaust fan was venting into the attic instead of outside, creating the warm spot that caused the ice dam.

What we recommended: $350 to properly vent the exhaust fan, plus $1,200 for ice dam removal and interior repairs. Problem solved permanently.

How to Find a Contractor You Can Trust

Here's the framework we recommend for any major roofing decision:

Step 1: Verify Credentials

Check Wisconsin DSPS for any complaints or disciplinary actions
Verify insurance certificates are current (call the insurance company directly)
Confirm manufacturer certifications on manufacturer websites
Check BBB rating and complaint history
Look up reviews on Google, Yelp, and Angi—but weight patterns over individual reviews

For a complete step-by-step process, see our detailed guide on how to choose a roofing contractor with specific questions to ask and red flags to watch for.

Step 2: Evaluate the Estimate Process

A trustworthy contractor will:

Actually get on your roof (or use a drone) to inspect
Show you photos or video of what they find
Explain what's wrong in terms you understand
Present options, not just the most expensive solution
Provide a detailed written estimate with material specifications
Give you time to decide without pressure

Step 3: Get Multiple Opinions

For any job over $1,000, get at least three written estimates. Pay attention to:

Do they agree on the scope of work needed?
Are material specifications the same?
Is one dramatically higher or lower than others?
Who spent the most time actually inspecting?

Step 4: Check References

Ask for references and actually call them. Better yet, ask to see completed work in your area. Questions to ask references:

Did the project stay on budget?
Was it completed on time?
How did they handle any problems?
Would you hire them again?
How has the roof held up since installation?

The Bottom Line

We've turned down over $2 million in potential revenue over the past decade by recommending repairs instead of replacements, or by walking away from jobs that didn't need to be done.

We do this because we live here. Our office is on Cambridge Avenue. Our kids go to school with your kids. We see our customers at the grocery store. That accountability matters more to us than any single sale.

But even if you never hire us, use this information to protect yourself. Get multiple opinions. Verify credentials. Take your time. And remember: the most expensive roof is the one you didn't need.

Questions about your roof? We offer free, no-pressure roof inspections. We'll tell you honestly what we see—even if the answer is "you're fine, call us in five years." That's just how we do business.