Have you narrowed your search down to two roofing companies with 5-star ratings, but now feel unsure about which one you should trust with your home? Are you wondering how to tell if a contractor is trustworthy and experienced beyond what their reviews say?
You’re not alone. Many Seattle homeowners find themselves stuck at this exact point of trying to decide between two companies that both look great online. But while reviews can tell you about customer service, they rarely reveal whether a roofing company truly has the experience, stability, and transparency needed to install your roof correctly.
At RoofSmart, we believe that it’s important for each homeowner to find a roofer who feels trustworthy. Roofs are pretty expensive, so you want to make sure that you choose the right person the first time around.
In this article, we’ll walk through the key questions you should ask when comparing roofing companies with similar ratings.
You’ll learn how to evaluate their ownership history, proposals, crews, financial stability, certifications, and more, so you can confidently choose the contractor who will actually deliver the best roof for your home.
| Evaluation Factor | What to Look For | Why It Matters | Red Flag |
|---|---|---|---|
| Years in Business (Ownership) | Stable ownership over many years | Indicates consistency and reliability | Frequent ownership changes |
| Reviews (Negative Feedback) | Patterns in complaints | Reveals recurring issues | Repeated complaints about same issue |
| In-House vs Subcontractors | In-house crews preferred | Better accountability and workmanship | Fully subcontracted labor |
| Licensing & Public Records | Verified through WA L&I | Confirms legitimacy and transparency | Mismatched or missing info |
| Ownership Type | Locally owned vs private equity | Impacts priorities (quality vs profit) | No clarity on ownership |
| Pricing Transparency | Detailed, itemized proposal | Prevents surprise costs | Vague or rushed estimates |
| Proposal Quality | Customized to your roof | Ensures your specific issues are addressed | Generic “one-size-fits-all” proposal |
| BBB Presence | Verified + strong rating | Adds third-party credibility | Multiple unresolved complaints |
| Financial Stability | No liens, claims, or violations | Protects you from project risk | Signs of financial distress |
| Certifications & Brands | Multiple manufacturer certifications | Shows expertise and flexibility | Pushes only one brand |
If you’re looking for a roofing company in the Seattle area, you have hundreds of options to wade through. Even if you’re down to a few and they all look good with 5-star ratings, how do you decide between them?
Well, reviews are not the only thing you should consider. Reviews mainly just tell you if the roofing company has good customer service, but it doesn’t give you much information about their qualifications and experience.
So, what should you look for when you’re researching and evaluating a roofing company? Below is a list of questions that you should consider when you’re looking for a qualified, trustworthy contractor.
If you’re deciding between multiple roofing companies, this list of questions to ask yourself can help you figure out which one best meets your needs and standards.
Looking at how many owners a roofing company has had and how long each of them stuck around can tell you a lot about the company. Lots of turnover is typically a red flag, especially if the company hasn’t been around for a long time.
A roofing company that has been around for a long time is a good sign. If they’ve been around for decades, then it’s normal for the owner to change once or twice. However, if the ownership seems to be constantly changing, this can indicate instability within the company.
When you’re reading reviews, it’s important to look at both the positive AND negative reviews. This can show potential issues you might face with the company and how they deal with problems.
If there are multiple negative reviews with the same complaint, like not honoring warranties or terrible communication, then that can be an indicator that you might face the same issues from this roofing company.
Trust your gut when reading reviews. Sometimes people have a one-off issue with a company, but an issue that’s mentioned multiple times is something that you should consider.
It’s also useful to pay attention to how the company responds to negative reviews because it can tell you a lot about the integrity of the company. Do they simply ignore it or write something spiteful back? Do they apologize and offer a chance to speak with the customer or fix their mistake?
Some companies have multiple roofing crews working for them in-house, while others subcontract their roof work.
Subcontracted roofing crews are not working for you based on reputation. They were simply hired to get the job done. Another thing to consider is that if they need to hire someone for roof work, it might be tough to get help if you have to file a warranty claim because no one at the company can actually help with that. They’d have to hire someone again.
Just because a roofing company subcontracts its roof work doesn’t automatically mean poor-quality workmanship. Typically, roofing companies will subcontract roof work to cut down on costs.
If you ask your roofer about their company size or how many crews they have in-house, you can verify this information online. Use the WA State Department of Labor and Industries to look up any legally registered roofing contractor with the website’s Verify tool.
Look for the number of workers reported:
This can tell you the size of the company so that you can verify the roofing company was truthful about how many roofing crews they have or if they subcontract their jobs.
For example, if they have 7 to 10 people but they’re a big national company, they likely subcontract out a fair amount of their roofing jobs. They might have one roofing crew, but the rest of them are likely office staff.
In addition to verifying how long a roofing company has been in business and how many owners they’ve had, it’s important to know who owns the roofing company.
Some companies are local companies owned by a typical business owner. However, some companies have opted to sell to private equity or an investment company.
Usually, small local companies are more focused on quality and customer service, whereas companies run by private equity are focused on profit. This isn’t always the case, but it is pretty common.
Follow your intuition when you’re meeting with each roofing company and going through this list of questions. This will help you choose a roofing company that fits your needs and feels invested in your roof’s quality.
You can check who owns the company using the Verify tool on the L&I website.
Everyone wants clear answers about cost information when they’re meeting with roofing companies about getting their roof replaced. If a company is vague about pricing and cannot explain in detail the price estimate that they give you, that’s a red flag.
A trustworthy roofer will include a scope of work and a list of materials in their proposal so that you know very clearly what they’re charging you for and why. They’ll also be happy to answer any questions you have about cost.
Even better if the roofing company has cost information available on their website so that you don’t have to wait until you get a proposal to hear price estimates for the first time.
Never hire or sign a contract with a contractor who is vague or shady about costs, or one who pressures you to sign a contract immediately.
Proposals are supposed to give you a clear idea of what the roofer plans to do to your roof, what materials they’ll use, and how much this will cost in total. If the proposal doesn’t make all of that clear and your roofer is unwilling to revise and explain, then that’s a red flag.
Another thing to watch out for is a generic, one-size-fits-all proposal. This type of proposal lists the work for a basic replacement, but doesn’t address any other issues.
Your proposal should be specific to your roof’s needs. For example, if you have a leaking skylight, then skylight replacement should be included. Or, if you have mold in your attic, then you’ll need mold remediation (and to fix whatever was causing mold in the first place).
Every roofing job is unique, even if you just want a basic replacement. Make sure that your proposal includes plans for fixing any issues that your roof might have.
One way for roofing companies to demonstrate that they are established roofers is by having a presence on Better Business Bureau. This is another way for you to verify their reputation by seeing if they’re verified on BBB and what their rating is.
BBB also shows you if there have been any complaints filed against the company and when they happened. This is a good way to see if anyone had any major issues with the company that had to be resolved by filing a complaint.
If you hire a roofing company that’s struggling financially and you pay them, you risk the possibility of losing your money after they go out of business (whether or not they do work on your roof).
For example, if you give your roofer the initial down payment and they go out of business before they can begin working, then the government seizes that money from their accounts and you aren’t getting it back. They might even put a lien on your property. It’s not a good situation to be in.
To check if the roofing company you’re considering hiring might be going bankrupt, look them up using the L&I Verify tool and check for the following things:
If a company owes a lot of money and seems to be behind on bills, it’s probably best to choose a different roofer. You don’t want to risk facing the consequences of their actions.
There are a lot of roofing companies that champion one specific shingle brand (like Owens Corning, CertainTeed, or GAF). This alone is not a red flag, but beware of companies that insist that you have to use their preferred brand or really push you to exclusively use products from that brand.
Products from that specific brand might not be the best for your roof. Roofers who offer products from multiple shingle brands give you more options. Also, if they’re certified by multiple shingle manufacturers, it shows a higher level of roofing knowledge.
These tests aren’t rigorous, but it does show that the roofing company has met the right qualifications to be considered a premium installer by the manufacturer.
Choosing between two roofing companies with strong reviews can feel overwhelming. As you’ve seen, 5-star ratings alone don’t tell the whole story. Things like ownership stability, transparency in pricing, in-house crews, manufacturer certifications, and financial health often reveal far more about whether a company will actually deliver a high-quality roof.
Taking the time to investigate these factors can help you avoid unclear proposals, poor communication, or contractors who disappear when warranty issues arise.
But researching a company online is only part of the process. The conversations you have with a roofer during the decision process are just as important. The right questions can quickly reveal whether the contractor truly understands roofing systems, stands behind their work, and is committed to doing the job correctly.
Read our article “How to Disqualify a Roofer” to get a practical list of questions you can bring to your roofing consultation so you can confidently choose the contractor who will protect your home, not just sell you a roof.
Still deciding between two roofing companies? Here are answers to common questions homeowners ask before making a final decision.
When two roofing companies have identical ratings, you should compare factors beyond reviews, such as:
Reviews show customer experience—but not necessarily roofing expertise or long-term reliability.
No, 5-star reviews alone are not enough.
While reviews can indicate good customer service, they often don’t reveal:
Always verify credentials, proposals, and company history before making a decision.
In most cases, roofing companies with in-house crews provide:
Subcontractors can still do quality work, but accountability and consistency may vary.
Watch out for these warning signs:
Any one of these could indicate risk for your project.
A detailed proposal ensures you understand:
Without a clear proposal, you risk unexpected costs, missed issues, or poor workmanship.