How Much Should an Asphalt Roof Cost? A Transparent Look at Roofing Shingle Prices in the Fox Valley

Let’s be honest—talking about the cost of a new roof can be scary. For most homeowners, it's one of the largest investments they'll make in their home, and it’s filled with questions, confusion, and (unfortunately) a lot of conflicting answers.

So let’s tackle this head-on.

At Nickols Roofing and Gutters, we’re committed to transparency. We want you to understand where roofing shingle prices come from, what’s reasonable, and what you should watch out for—so you can make a confident decision that protects your home without feeling like you’re being taken for a ride.

Why Roofing Shingle Prices Vary So Much

You’ve probably seen roof prices ranging anywhere from $400 to $1,500 per square (that’s 100 square feet of roofing surface). That’s a massive spread. Why the difference?

Here’s what’s happening behind the scenes:

1. Company Size and Overhead

Larger companies typically carry more overhead—sales teams, large marketing budgets, fancy trucks, office buildings, etc. That doesn’t always mean they’re the most expensive, because volume can offset some costs. But in general, the highest-priced roofers tend to be the largest ones.

On the other end, smaller operations with fewer employees and no office may offer rock-bottom pricing. But this often comes with communication gaps, scheduling issues, or corners cut on installation quality or materials. In our experience, a lot of those $400–$450 per square jobs come with hidden costs in the form of frustration or future repairs, or shortened life expectancy due to lesser quality materials.

Price ≠ Value (But Value Matters Most)

There’s a common saying in our industry: Price isn't everything, but value is.

The cost of a roof is ultimately determined by what people are willing to pay for the value they perceive. Some homeowners see their home as their castle—they want the best materials, the longest warranties, and a team they can trust to do things right. Others see their house as a utility: something to maintain at the lowest reasonable cost.

There’s no judgment here. But you deserve to understand what you’re paying for.

Our Price Point: The Sweet Spot

In the Appleton and Oshkosh markets, we’ve positioned ourselves intentionally between the extremes. At Nickols Roofing and Gutters, our standard asphalt roofing projects fall in the range of $500–$650 per square.

That includes:

• High-quality materials we trust to last

• Skilled labor from experienced crews

• Clear communication from estimate through clean-up

• Proper insurance and warranties

• A team that answers the phone when you call

We don’t believe in inflating our prices to fund bloated overhead, and we don’t believe in cutting corners to offer the cheapest price in town. We believe there’s a “sweet spot” in this industry, and we’re committed to staying right there—where quality, customer service, and price meet.

What Goes Into Roofing Costs?

Here’s a basic breakdown of the factors that impact what you pay:

• Materials: Asphalt shingle prices are set by manufacturers, and unfortunately, they keep going up. We’re even exploring making our own shingles in the future to fight back against this trend.

• Labor: Skilled roofers are hard to find and deserve to be paid well. Their work is dangerous, technical, and essential to your home’s protection.

• Overhead: From office staff and insurance to marketing and dumpsters—there are real costs to running a dependable roofing company.

• Complexity: Roof pitch, access, layers to remove, rotten decking, or unique architecture can all affect the total cost.

  
  

What to Watch Out For

Here are two pricing extremes to approach with caution:

• Low-Ball Roofers ($400–$450/sq): These often rely on cheap materials, uninsured labor, and little-to-no customer support. You might get lucky—but more often than not, it leads to headaches.

• High-Pressure Sales Tactics ($700–$1,500/sq): Some companies quote astronomical prices, then offer “instant discounts” if you sign today or let them put a sign in your yard. Others push “premium” upgrades that might not be worth it. These tactics create urgency, not trust.

  
  

Bottom Line: What You Should Pay

You should expect to pay around $500–$650 per square for a quality asphalt shingle roof from a company that stands behind its work, uses quality materials, and provides excellent customer service.

Will there be variations? Yes. Steep roofs, complex layouts, or rotten decking can increase that price. But if someone’s quoting well below that range, you should ask why—and what’s being left out.

Our Promise to You

We’re always evaluating our costs, improving our efficiency, and doing everything we can to keep prices fair—without sacrificing service, materials, or long-term value. We’re not the cheapest. But we are committed to being the best value in roofing in the Fox Valley.

If you're thinking about a new roof and have questions, reach out. We’d be honored to help you think through your options—no pressure, no gimmicks.

Cleaning up after a Completed Roof.