What to Look for in a Roofing Contractor
- andy69590
- 4 days ago
- 4 min read
By Nickols Roofing & Gutters LLC
The Coverage You Need, The Care You Deserve.
When it comes to choosing a roofing contractor, it can feel like everyone is saying the same thing. Every roofer claims to be the best. Everyone promises top-quality materials, unbeatable value, and professional service.
So how do you really know who to trust?
The truth is, there are major differences between contractors—and those differences can cost you thousands of dollars and years of roof life. At Nickols Roofing & Gutters, we believe it’s our job to help you make an informed, confident decision. Whether you choose us or not, here are some real-world insights from years in the field.
We proudly serve homeowners across Appleton, WI, and the greater Fox Valley, including Neenah, Menasha, Oshkosh, Green Bay, and anywhere within a 50-mile radius. If you’re local, this is for you.
1. Company Size Does Matter—But Context Is Key
Bigger isn’t always better. And smaller doesn’t always mean personal.
The right contractor size depends on what you’re looking for. Roofing is a relatively low-barrier industry, which means many new companies pop up overnight. A lot of them are started by roofers who leave another company thinking, “I can do this better on my own.” Sometimes they’re right—but often they’re not ready.
We see it all the time: talented installers who haven’t learned the business side yet. They mean well, but they quickly become overwhelmed by scheduling, communication, unhappy crews, and financial missteps. They overbook and underdeliver.
Some of them do good work—if you’re lucky. But in many cases, these companies disappear within a few years, leaving homeowners with no recourse when problems arise.
2. Beware the “Business-Only” Contractors
On the other end of the spectrum are the sales-heavy, business-only companies. These are the ones who look incredibly polished, speak with confidence, and flood the internet with five-star Google reviews. They promise top-of-the-line warranties and fast turnaround.
Here’s the catch: many of them have never actually installed a roof.
Instead, they operate as roofing brokers—selling jobs and hiring the lowest-bid subcontractors to do the work. They rely on those subs to “do the right thing,” but those crews are often the exact type we described above—overworked, underpaid, and under-managed.
The result? Flashy promises on the front end, real headaches on the back end. Missed flashing. Over-reliance on caulk. Poor ventilation. Bad valley installs. And when something goes wrong? It’s hard to get answers, let alone real solutions.
3. New Construction Builders: Cheap and Fast Over Quality
Another red flag we often see: new home builders.
They tend to earn consumer trust quickly, but rarely prioritize roofing quality. Most use the cheapest materials and hire low-bid roofing subs to keep costs down. Once the roof is on and the house is sold, they’re gone—and you’re left holding the bag.
We routinely replace new construction roofs 10–15 years earlier than we should, simply because corners were cut during the initial install. It’s a short-term win for the builder and a long-term loss for the homeowner.
4. The Nickols Roofing Difference: Experts Who Care
We’re not trying to scare you—we’re trying to prepare you.
There are good roofers out there. But true roofing experts are rare. At Nickols Roofing, we bridge the gap between craft and care. We don’t just know how to install a roof; we know how to manage your project, guide your decisions, communicate well, and deliver on our word.
We set proper expectations upfront—not just to win the job, but to deliver real value.
We use top-tier materials and train our teams thoroughly.
We stand behind our work, because we’ve built a business on doing what’s right, not what’s easiest.
We believe caring for people well starts with telling the truth, doing the work right, and being there when you need us—before, during, and after the job.
🚩 Red Flags to Watch For in a Contractor:
No permanent office or business address
More talk than knowledge about roofing systems
Hesitation to explain their flashing, underlayment, or ventilation methods
Limited photos of actual jobs they’ve done (or all stock photos)
Overuse of caulk instead of proper installation
Poor or generic contracts
Vague answers about who will actually install your roof
Unrealistically low bids that feel “too good to be true”
Unrealistically high bids, that are often accompanied with steep discounts
High pressure sales tactics
📍 Serving Appleton & the Surrounding Communities
Nickols Roofing & Gutters is based in Appleton, WI, and serves the surrounding areas of Neenah, Menasha, Kaukauna, Oshkosh, Green Bay, and more—within a 50-mile radius. We know the challenges Wisconsin homes face—from harsh winters to spring hail—and we build our roofs to last.
👷♂️ Let’s Talk About Your Roof
If you’re looking for a roofing contractor in Appleton or anywhere in the Fox Valley, we’d love the opportunity to earn your trust. Our team is honest, experienced, and committed to doing right by our customers.
Contact us today to schedule a free, no-pressure inspection. Whether you need a repair, a replacement, or just an expert opinion—we’re here to help.
🔍 FAQ: Choosing a Roofing Contractor in Appleton, WI
Q: How do I know if a roofing contractor is legitimate? A: Look for proper licensing, insurance, local reviews, a physical business address, and a track record of satisfied customers.
Q: What areas does Nickols Roofing serve? A: We serve Appleton, Neenah, Menasha, Oshkosh, Green Bay, and surrounding areas within a 50-mile radius of Appleton, WI.
Q: What makes Nickols Roofing different? A: We combine expert craftsmanship with honest business practices. We’re locally owned, highly experienced, and deeply committed to treating people right.