Roofing is one of the trades most affected by rogue operators. It is largely unregulated — anyone can call themselves a roofer, buy a ladder, and start quoting for work. Most homeowners only need a roofer every decade or two, which means they have very little basis for judging whether they are dealing with a competent, honest contractor or not. This guide is written to fix that.
I am writing this as a working roofer, which means I am describing what separates good contractors from bad ones from the inside. None of what follows is theoretical.
Start with personal recommendations
The most reliable starting point remains a direct personal recommendation from a neighbour, friend or family member who has recently had roofing work done and would use the same contractor again. Not a recommendation from three years ago — standards can slip, businesses can change hands — but a recent one from someone who can show you the finished work.
In Birmingham’s terrace streets, this is easier than it sounds. If a house two doors down has had its roof done and it looks right, knocking and asking who did it takes thirty seconds. A roofer who leaves a neighbourhood with multiple happy customers in it is doing something right.
Check verified reviews — and read them properly
Online reviews are useful, but only if you read them critically. Look at:
- Volume and recency. A roofer with 80 reviews over five years is more credible than one with 12 reviews, all from the same three-month period.
- Verified platforms. Checkatrade and TrustATrader both require proof of completed work before publishing reviews. Google reviews are self-reported and easier to manipulate. Neither is perfect, but verified platforms carry more weight.
- The detail in reviews. A genuine review from a real customer usually mentions something specific — the type of work, a particular aspect of the job, something the roofer said or did. Generic five-star reviews with no detail are worth little.
- How the contractor handles negative reviews. Every roofer who has done enough work will eventually receive a complaint. A contractor who responds to negative reviews professionally and factually — rather than aggressively or not at all — is usually more trustworthy than one with a perfect score and no negatives.
Verify insurance before anything else
Every roofer working on your property must carry public liability insurance. If they damage your property, injure themselves or cause injury to a third party while on your premises without adequate insurance, you can be left with significant liability. The minimum acceptable level is £1 million; most reputable contractors carry £2 million or more.
Do not just ask — ask to see the certificate. A legitimate contractor will have no hesitation in showing you a valid, in-date insurance document. Anyone who hedges, delays or claims they “have it but can’t lay their hands on it right now” should be treated with serious caution.
Get written quotes from at least two contractors
For any job over a few hundred pounds, always get a minimum of two written quotes. A written quote should specify what is included: what materials will be used, whether the old roof will be stripped, whether new underlay and battens are included, what the warranty covers and who provides it. A verbal quote is worthless if something goes wrong.
The cheapest quote is not automatically the best choice. It is often the cheapest because corners are being cut somewhere — cheaper materials, no underlay renewal, skipped preparation stages, or a contractor who intends to subcontract to someone you have never met at a lower rate. A mid-range quote from a well-reviewed, properly insured, locally based roofer is almost always a better decision than the lowest quote from an unknown.
Red flags: walk away if you see these
- Cold calling at your door. Reputable roofers do not need to tout for work door-to-door. If someone knocks and says they’ve “noticed your roof looks like it needs attention”, that is a near-universal warning sign. They may have noticed nothing at all.
- Demands for full payment upfront. A reasonable deposit — typically 10–25% — is normal for larger jobs to cover materials. Full payment before work begins is not. Payment should be agreed in stages tied to completion milestones, with final payment on satisfactory completion.
- No fixed business address. Check that the roofer has a verifiable local address, not just a mobile number. If something goes wrong and you need to pursue them, an untraceable contractor is a serious problem.
- Pressure to decide immediately. Any legitimate roofer will give you time to consider a quote. High-pressure tactics — “this price is only available today” — are a consistent indicator of bad faith.
- Offering to start work the same day. Reputable contractors are usually booked ahead. A roofer who can start tomorrow for a significant job, and is pressing you to decide now, is either not in demand for a reason or is planning to do the work badly and quickly before moving on.
Ask these questions before you commit
These are the questions I would want answered if I were hiring a roofer for my own home:
- Are you the person who will actually carry out the work, or will you be subcontracting?
- Can I see your public liability insurance certificate?
- What specifically is included in this quote — underlay, battens, ridge mortar, scaffolding?
- What warranty do you offer on workmanship, and is it in writing?
- Can you give me the contact details of a recent customer whose roof I can see?
A roofer who answers all five of these questions clearly and without hesitation is almost certainly the right choice. Hesitation on any of them — particularly the first two — should make you think carefully.
Owner-operated vs. larger company
There is a genuine practical advantage to hiring a smaller, owner-operated roofing business for domestic work. When the person you spoke to on the phone is the same person standing on your roof doing the work, accountability is clear and unambiguous. With a larger company, the quality of the work depends entirely on which team is sent out, which can vary considerably. The person who surveyed your job and gave you the quote may never visit the property again once work begins.
This is not to say larger roofing companies are always worse — some are excellent. But for a domestic re-roof or repair, an experienced, well-reviewed sole trader or small owner-operated business is often the most reliable option.