You’re About to Spend $15,000 on a New Roof. How Do You Know You’re Hiring the Right Company?

(And what most homeowners don’t find out until it’s too late)

You already know you need a new roof. That part’s decided.

The hard part is what comes next. You start calling companies. You get three quotes, maybe four. They all sound
professional on the phone. They all show up on time. They all say the right things. Good reviews. Nice
trucks. Professional website.

And every quote looks… similar. Same shingles. Same timeline. Similar price, give or take a few thousand
dollars. So how are you supposed to tell the difference?

You can’t climb up there yourself and check the work. You don’t know what a properly installed valley looks like.
You can’t tell if the flashing was done right or if someone cut a corner that won’t show up for three years.

So you’re left guessing. You read the reviews, but every company has good ones. You compare prices, but you don’t
really know what you’re comparing. And you’re just hoping the company you pick is still around in five years if
something goes wrong. It feels like a coin flip.

That’s not your fault. This industry makes it really hard to tell who knows what they’re doing and who’s
just good at sounding like they do.

But there is a way to tell. And once you see it, you can’t unsee it.

What It Feels Like When the Job Is Done Right

Imagine it’s 2am. Rain is hammering the windows.

The kind of storm that used to wake you up in a panic, listening for drips.

But tonight? You roll over and go back to sleep.

You don’t get up to check the ceiling. You don’t grab a flashlight. You don’t put a bucket under that spot in the
hallway. You just sleep.

In the morning, you walk through your house. No water stains. No bubbling paint. No musty smell. Just a dry,
solid home.

Your neighbor mentions they had a leak last night. You nod sympathetically. But inside, you’re not worried.
Because you know who did your roof. You know it was done right.

Five years from now, ten years from now, you still won’t be thinking about your roof. It’ll just
be there. Doing its job. Protecting your home, your family, your investment.

That’s what it feels like when the job is done right. That’s what I want for you.

But how do you get there? How do you make sure you’re not the homeowner who ends up on the wrong side of that
coin flip?

Let me tell you what happened to a woman in Benicia. Her story will change how you look at every roofing quote
you get.

The $15,000 Coin Flip

A few months ago, I got a call from a woman in Benicia.

She was upset. Not the kind of upset where someone’s just having a bad day. The kind of upset that comes
from spending $15,000 on a new roof and realizing, too late, that something was very, very wrong.

She thought she was hiring professionals. She did her research. Checked the reviews. The company had a great
reputation: good website, nice trucks, salespeople who said all the right things. She expected peace of mind. A
roof she’d never have to think about again.

She did everything right. Everything you would do.

She wanted me to come take a look.

When I pulled into her driveway, the house looked fine from the street. Nice neighborhood. New roof. Shingles
looked decent from a distance. But she wasn’t calling about how it looked from the street.

She led me around the side of the house and pointed to the eaves.

Nails. Exposed nails poking through. Not hidden. Not covered. Just… there.

“I called them about the nails,” she told me. “You know what they said?”

I shook my head.

“They said it’s normal.”

She didn’t buy it. She looked at her neighbor’s roof, no exposed nails. Looked at the house across the street, no
exposed nails. Looked back at hers.

She told them to come back and fix it. They tried to clip the nails down. But by that point, she’d had enough.
She asked them to leave.

The Hidden Damage You Can’t See From the Street

While she was showing me the nails, I looked up at the roof and noticed something else. Two of the flashings
looked different than the rest.

“Were those installed later?” I asked. I figured maybe her plumber or contractor had done it. That happens
sometimes, and it’s never good.

“No,” she said. “The roof was all done at the same time.”

That was worse.

She walked me along the eave and pointed to four spots of dry rot on the rafter and fascia
boards.

The crew had been right there. Working right next to it. And somehow missed it.

She works hard. Long days. She couldn’t be there watching over the crew, and she shouldn’t have to be. When
you’re paying for a new roof, you should be able to trust that the work is done right whether you’re standing
there or not.

But this company? They roofed right over the dry rot. Never mentioned it. Never addressed it.

I asked her the name of the company.

She told me. I recognized it immediately. Well-known in the area. Good reviews. Professional website. Pictures of
metal valleys on every job. The kind of company you’d feel safe calling.

The kind of company you might be looking at right now.

And that’s the problem. Not just for her. For you too.

How to Tell Who Actually Knows What They’re Doing

So when you’re comparing three quotes and they all sound the same? Now you know why. The
salespeople are trained to sound confident. The websites are designed to look professional. But none of that
tells you whether the person running the company can actually do the work.

There is a way to tell. And it’s simpler than you’d think.

Take valleys. That’s the place where two slopes of your roof meet. There are three ways to
install them: the woven valley, the California valley, and the metal valley.

The woven valley and California valley require more skill and experience. If you get them wrong, they leak. And
the only fix is to tear it out and redo it. On a home with multiple valleys, that’s a big problem if the company
doesn’t know what they’re doing.

The metal valley is different. You lay a piece of metal down and shingle up to it. It’s less risky. You can give
this to someone who’s still learning without worrying as much about mistakes.

Metal valleys aren’t always wrong. There are situations where they make sense. But here’s what to notice:
some companies use metal valleys on every single job. Every roof. Every valley. Same method, no
matter what.

Why? Because it’s safer for them. The company is managing their risk. And in many cases, the owner doesn’t know
how to install woven or California valleys either, so they can’t teach it or check if it was done right.

My crew knows all three methods. I just tell them which one the roof needs, and they do it
right.

And valleys are just one part of a roof. There’s also underlayment, flashing, ventilation, nail placement, drip
edge, pipe boots… dozens of details that all need to be done right.

You don’t want someone learning on your roof.

Has Your Insurance Company Flagged Your Roof?

If you’ve gotten a letter from your insurance company saying they won’t renew your policy because of your roof’s age
or condition, I want you to know something: you’re not alone. I’m seeing this every week right now across Solano, Napa,
and Contra Costa County.

It’s stressful. You didn’t do anything wrong. Your roof just got old, and now you’re being told you have to replace it
or lose your coverage. And you’re on a timeline you didn’t choose.

Here’s what I can tell you. A new roof solves this. Once it’s installed, your insurer gets the documentation they need, and your policy gets renewed.

If this is your situation, you need someone who knows exactly what your insurance company is looking for and can get it
done right the first time. That’s what we do.

I’m the owner of Roofing Craftsmen, based in Fairfield and serving Solano, Napa, Marin, and Contra Costa County.

I started roofing when I was 18. For 25 years, I’ve been doing this work with my own hands. I’ve
worked on well over 1,000 roofs. I can complete a roof from start to finish, and I know what
“done right” looks like because I’ve done it right myself, hundreds of times.

Why do I care so much? It comes from my integrity. I worked next to my father for years installing and repairing roofs. He was strict with me, and I’m thankful today that he was. It made me a fast learner, and it shaped me into someone who won’t walk away unless it’s done right.

I also watched him get frustrated when we’d show up to fix someone else’s work. “Why did they do it this way?”
he’d say. “Why so many nails? It’s unnecessary and just increases the risk for leaks.” People who don’t know
what they’re doing think more materials is better. It isn’t.

I didn’t understand why these things bothered him at first. Eventually, I did. Now I see it everywhere.
My team calls me Eagle Eyes because I spot things from a distance.

When I look at a roof, I see things others might miss. I notice when the flashings don’t match. I notice when the
wrong method was used for the roof. I notice when someone’s tried to hide a problem with caulking instead of
fixing it correctly.

I notice because I’ve done this work. I know what it’s supposed to look like.

I don’t need to protect myself from callbacks. I have the skill to do it right the first time.

Which means you get to sleep through the storm.

We Install Every Major Residential Roof Type

Asphalt shingle. This is what most homes in the Bay Area have. We install GAF Timberline HDZ,
which is their top-of-the-line architectural shingle. It handles high winds, carries a Class A fire rating, and
qualifies for the GAF System Plus 50-year warranty.

TPO flat roofing. If your home has a flat or low-slope section, this is usually the right call.
TPO is durable, energy efficient, and holds up well in California heat. A lot of homes have a flat section over
a garage or an addition. We handle those too.

Standing seam metal. Some homeowners want metal for the look, some want it for the longevity.
Either way, it’s a precision install. The panels have to be cut and fit exactly right or you get problems. This
isn’t something you hand off to a crew that’s still figuring it out.

Concrete Tile. Tile roofs are common in parts of Solano and Napa County. They last a
long time, but the underlayment beneath them doesn’t. When it’s time, the tile has to come off carefully, the
underlayment gets replaced, and the tile goes back on. It takes patience and experience to do it without
breaking half your tiles.

Most roofing companies specialize in one type and push it on every home. I’ll tell you which one your home
actually needs. And if your home has more than one roof type, like shingle on the main roof and TPO on
a flat section, we handle the whole thing. One crew. One company. One warranty.

A New Roof Doesn’t Have to Be a Financial Emergency

Most homeowners put off their roof because of the upfront cost. That’s understandable. Nobody has $15,000 or
$20,000 just sitting around waiting to go on the roof.

That’s why we offer financing on every roof we install. Shingle, TPO, metal, tile. Doesn’t matter. You can
protect your home now and pay over time.

Here’s what it actually looks like. These are estimated monthly payments based on a 10-year
term:

Payments are estimates. Your actual rate and term depend on credit approval. No early repayment fees. You can pay it off ahead of schedule anytime without penalties. Payments start 30 days after the project is complete.

Here’s something most roofers won’t tell you: we help you qualify for more than just the base
quote. Why? Because you can’t see what’s under your roof until the old one comes off. Sometimes the
decking is perfect. Sometimes there’s dry rot or damage that needs to be fixed before the new roof goes on. No
roofer can predict that upfront. It’s just the nature of the work.

With our financing, you can roll that extra work right into the loan. So if we do find
something, you’re not scrambling to cover it out of pocket or putting it on a credit card at 24% interest. It’s
already handled.

And you don’t have to finance 100%. Put down whatever you’re comfortable with and finance the
rest. Some homeowners finance the whole thing. Some put half down and finance the other half. Some
just finance enough to cover the “what ifs.” It’s up to you.

Here’s what a $15,000 roof looks like with different down payments:

See the difference? Put $3,000 down and your payment drops to $146 a month. Put half down and you’re at $91. You
pick the number that works for your budget.

When you’re comparing quotes, don’t just compare the total. Compare the monthly payment. That’s the real
number you’re living with.

What You’re Actually Getting (And Why It Matters)

Every company says they’ll do a good job. Here’s what actually happens when you hire us.

We start with a full tear-off down to the deck. We don’t layer new materials over old ones. We
strip everything so we can see exactly what’s underneath. This is where we find the problems that other
companies roof right over: rotted decking, damaged sheathing, failed flashing. You can’t fix what you can’t see.

We inspect every inch of decking once it’s exposed. If everything’s solid, great. You don’t pay
a penny more. If we find rot or damage, we fix it. Materials are at cost and labor is billed at fair rates for
the actual time it takes. You only pay for what your roof actually needs.

Here’s something most homeowners don’t realize: a lot of dry rot happens along the gutter line and
fascia boards. It’s not leaking inside your house, so you don’t notice it. Everything seems fine from the ground.
But while you’re waiting, the damage is spreading. The longer you wait, the more it costs. That’s why the full
tear-off matters. It’s the only way to see what’s really going on.

I recommend the right system for your home, not the one that’s easiest for us. Shingle, TPO,
metal, tile. Some homes need one, some need another, some need a combination. I’ll tell you which one fits your
situation and why. If a competitor is pushing the same solution for every home, ask yourself why.

My lead roofer runs the crew to my standards. He’s been with me long enough to know exactly how
I expect things done. I direct every project, check the work, and make the calls on anything that comes up.
You’re not getting a crew that was hired last month and left unsupervised. You’re getting a team that knows what
“done right” looks like because I’ve trained them to see what I see.

Every component gets replaced, not reused. Flashing at every penetration. Drip edge all the way
around. Pipe boots. Ventilation. These are the small parts that most homeowners never think about, and they’re
the ones that cause leaks when they’re left in place. We replace them. Every time.

During your free quote, I’ll walk you through exactly which materials and system I recommend for your roof, and
why. No jargon. No pressure. Just a straight answer so you know what you’re paying for.

But Don’t Just Take My Word For It…

Richard had one of those roofs that makes most contractors nervous. Multiple styles, valleys everywhere, dormers,
a hexagonal gazebo. The kind of job where experience either shows or it doesn’t.

“Jose and his Roofing Craftsmen crew just finished installing my new roof. It was a rather
large roof and very complicated in that it has many different styles; such as gables, valleys, hips, dormers and
hexagonal gazebo to deal with. I was extremely impressed with every aspect of this job. Great attention to
detail by Jose, great craftsmanship demonstrated by the installation crew, excellent cleanup, quick and accurate
paperwork handling and great follow through. I would not hesitate to highly recommend Roofing Craftsmen to
anyone in need of a first class job.”

Richard A., Napa County

Notice what he said: “very complicated, many different styles.” That’s exactly the kind of roof
where experience matters most. Anyone can shingle a simple ranch house. It’s the complex roofs that separate the
craftsmen from the amateurs.

Kyle was worried before we even started. His roof was original from the late ’60s, double-shingled, with dry rot
he already knew about. He’d been putting it off because he was afraid of what they’d find and what it would
cost.

“We were worried due to our roof being not only the original roof from the late 60’s but
we had a lot of dry rot on top of that it had been double shingled, so we were nervous about what they would
find and worried it would drive the estimate way up. But let me tell you they removed all the dry rot without
cutting any corners and did it the most cost effective way that stayed within our budget! You can tell that Jose
treats his team well and in return they do outstanding work. Even the inspector complimented their work!”

Kyle J., Vallejo, CA

Brenda had seen it before: contractors who find “problems” that conveniently require expensive extras. She was
bracing for the upsell.

“On Day 1, we discovered a few issues, and he was honest about what needed to be done
(sheathing over the planks) vs. esthetics (adding gutters). Not once did he try to upsell. While my experience
with Jose was great, I want to share that his crew was amazing. They were professional and kind. They left the
space surrounding my house better than when they arrived.”

Brenda C., Vallejo, CA

And then there’s Vaughan. Ten years of leaks. A full roof replacement that didn’t fix it. Chimney repair people.
A skylight company that threw up their hands. He’d given up hope that anyone could solve it.

“For over 10 years we have had significant leaks into our dining and living rooms and the
roofer who replaced the entire roof, numerous chimney repair people, and the skylight company (‘I can’t repair
your leak – you must buy a new skylight’) have been unable to fix them. Finally! Thanks be to the gods! No leaks
at all. Why did it take so long to find a solution? I shall always recommend you to others.”

Vaughan A., Marin County

Ten years. Multiple contractors. No one could fix it. It wasn’t because they didn’t try. They
just didn’t have the skill to figure out where the water was actually coming from. I did.

Is This Right For You?

This is for you if:

This is your family’s home. Maybe your kids are still running through the hallways. Maybe you just bought the
place and plan to be here for the next 20 years. Either way, you want it protected.

You’ve already gotten a quote or two and something felt off. Maybe the price was too good, maybe the salesperson
couldn’t answer your questions, maybe you just had a gut feeling.

You’d rather pay for someone who knows what they’re doing than go with whoever’s cheapest or a company that subs
out the work to whatever crew is available that week.

This is NOT for you if:

You’re flipping the house and just need to slap on a roof. I get it. But that’s not the kind of work I do.

Look, I’m not the cheapest. I’m not trying to be.

But here’s what I’ve noticed: the homeowners who call me aren’t looking for cheap. They’re looking for
done right. They’ve already seen what cheap gets you, or they’re smart enough to avoid finding out
the hard way.

My prices are fair for the quality of work you get. And when you factor in not having to pay
twice? I’m the better deal.

The Warranty That Changes Everything

When you’re spending this kind of money, you want to know one thing: if something goes wrong, will this company
actually stand behind their work?

Not just on paper. Not just for the first year. Not with fine print that makes the warranty worthless when you
actually need it.

I back every roof replacement with a 10-year workmanship warranty against leaks.

Ten years.

That means if anything happens to your roof within that time, anything at all, I’ll come back and fix it at no
additional cost to you.

No excuses. No runaround. No “that’s normal.”

And if something does go wrong? I don’t disappear. I don’t make excuses. I come back and make it right. Fast.

And here’s the part that matters most: I’ll actually be here in 10 years to honor it.

I’ve been roofing for 25 years. I’m not going anywhere. And if something does go wrong, I have the skills to
figure out what happened and fix it.

But That’s Just the Workmanship Warranty

Because we’re GAF certified, our Craftsmen Premier option also includes a 50-year GAF System Plus
warranty at no additional cost to you.

Most homeowners don’t realize there’s a massive difference between a shingle warranty and a system warranty.
Here’s what typically happens: your roofer installs the shingles and hands you a manufacturer’s warranty. Sounds
great until something goes wrong in year 10. You call the manufacturer, and they tell you the warranty only
covers the shingles themselves, not the labor to fix them. Labor is 60 to 70 percent of the cost. And the
coverage has been prorated, so they’ll send you $200 worth of shingles for a $4,000 repair.

That’s what a standard warranty actually looks like.

The GAF System Plus warranty is different. It covers the entire roofing system: shingles, underlayment,
flashing, starter, ridge vent, ridge shingles, plus labor. Non-prorated. For 50 years. If a shingle
blows off 20 years from now, GAF pays for the materials and the labor to repair it. The warranty is also
transferable at no cost to the next homeowner if you sell.

A Year From Now

Picture yourself a year from today.

In one version of your life, you made the right choice. You hired someone who knew what they were doing.
Your roof just works. When it rains, you don’t think about it. You don’t worry. You don’t wonder if shortcuts are going to show up as leaks in your ceiling. It’s just done. One less thing to think
about.

In the other version, you’re on the phone with another roofing company, trying to get someone to fix what the
first company did wrong.

It’s been three weeks of phone calls. The original company won’t return your messages. You’ve
had a bucket in your hallway for a month.

Your spouse is frustrated. You’re frustrated. You’re out thousands of dollars with no end in sight.

And every time it rains, you lie awake, listening.

A year from now, you’re going to be a year older. The only question is: which story will be
yours?

The Next Step Is Simple

Call 415-342-5544 and schedule your free quote.

Here’s what happens when you call: my team will answer, get a few details about your roof, and schedule your free
inspection right on the spot. No waiting for callbacks, no phone tag. You’ll have an appointment before you hang
up.

Then I come out and look at your roof myself. Not a salesperson, me. Takes about 30 to 45
minutes. You get a straight answer and a written quote, usually same day. No pressure. No follow-up calls every
week. Just the information you need to make a decision.

And for the first time, you’ll actually know what you’re dealing with. No more wondering. No more guessing.

Frequently Asked Questions

“How long does a replacement take?”

Most jobs take 2 to 3 days. You don’t need to take time off work or leave your house. We show up, we work, we clean up. When it’s done, you’ve got a new roof.

“Do I need to be home?”

Not necessarily. I walk you through everything beforehand so you know exactly what’s happening. If you can’t be there, that’s fine. I’ve done full replacements for homeowners who live out of state.

“Do you handle permits?”

Yes. We take care of all the permitting so you don’t have to deal with it.

“What if you find damage under the old roof?”

It happens more often than you’d think. Once we tear off the old roof, we inspect every inch of the deck. If there’s dry rot or structural damage, I’ll show you what we found and tell you exactly what it’ll cost to fix before we move forward. No surprises.

“What does the warranty cover?”

You get a 10-year workmanship warranty from me personally. If anything goes wrong with the installation, I come back and fix it at no cost. You also get the manufacturer’s material warranty. And if you go with our Craftsmen Premier option, you get the GAF System Plus 50-year warranty covering materials and labor, non-prorated, transferable. That means if a shingle blows off in year 20, GAF covers everything, materials and labor, at no cost to you.

“Do you offer financing?”

Yes. Low monthly payments, no early payoff penalties.

“How does financing work?”

It’s straightforward. First, I give you your estimate. If you want to finance, we send you the application. Once you’re approved, you sign the final loan documents and we get to work.

Your payments don’t start until 30 days after we’ve completed the job. You’re not paying while we’re still working on your roof.

And if something comes up during the project, say we uncover dry rot or you decide to add gutters while we’re up there, you can add that to the loan. No need to come out of pocket separately.

One more thing: the loan company pays us directly once the work is complete. You don’t hand us a check. That means we don’t get paid until the job is done.

“What areas do you serve?”

Solano, Napa, Marin, and Contra Costa County.

“Where are you located?”

We’re based in Fairfield.

“What if I’m not ready to decide right away?”

No problem. The quote is free. You’ll have everything you need, and you can take your time.

“What if it just needs a repair?”

I’ll tell you. I’m not going to sell you a replacement you don’t need.

“How do I get started?”

Call 415-342-5544. We schedule a time, I come out and look at your roof myself, and you get a straight answer and a written quote. No pressure.

No more coin flips. Just a roof that’s done right by someone who’s been doing it for 25 years.

Call 415-342-5544 now to schedule your FREE quote.

How long have you been thinking about this? Another rainy season hoping nothing goes wrong?

Don’t wait too long. Good contractors stay busy. And once rainy season hits, you’ll wish you’d called sooner.

Warmest,
Jose D. Escalante
Owner, Roofing Craftsmen
Serving Solano, Napa, Marin, and Contra Costa County
415-342-5544