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There are a number of important criteria to consider when picking a roofing contractor. You obviously want to select a roofer who is licensed, insured, and experienced, and you’ll also want to choose one backed by excellent customer reviews and certified by leading material manufacturers.
But there are other factors you’ll want to consider, such as the size of the business. In other words, you’ll want to think about whether you’d rather hire a local roofer or a national chain. We’ll help you decide which approach will serve your needs better by outlining the pros and cons of each option below.
Local Roofers vs National Chains: The Basics
Before highlighting the key differences between local roofers and nationwide chains, it’s important to understand the characteristics that each type of roofing professional exhibits. This will help ensure you know what you’re getting from each and help you better understand some of the ways they differ.
The Characteristics of Local Roofers
Locally based roofing contractors are typically:
- Small- or mid-sized companies that are often family-owned and operated. Though they may grow over time, locally owned roofing companies usually have relatively small staffs, which may consist of several close relatives.
- Serve a well-defined geographic area. Due to the restraints presented by time, logistics, and staff size, locally owned roofing contractors tend to serve a relatively small geographic area.
- Known for providing high-quality work and craftsmanship. Because they tend to focus on job quality more than job quantity, most locally owned roofing contractors strive to achieve top-tier results for every client.
- More reliant on word–of-mouth marketing. Because roofing profit margins can be tight, local roofers rarely have huge advertising budgets, leading to an increased reliance on referral business.
- Being very involved with the local community. Because they’re so strongly connected with the areas they serve, many locally owned roofing contractors give back to the community and support local initiatives.
- Handle fewer jobs at once. Because they have smaller staffs and serve smaller geographic regions, local roofing contractors rarely schedule very many roofing projects at the same time.
The Characteristics of Nationwide Roofing Chains
In contrast to locally owned roofers, national roofing contractors are usually:
- Larger companies. Most nationwide roofers are big companies that generate 8-figure revenues, and a few even bill out more than $1 billion dollars annually.
- Employ relatively standardized processes. While local roofers may treat every job as a unique project, most nationwide contractors have a standardized process they employ, regardless of their clients’ needs.
- Have corporate oversight. Important decisions are often made at the corporate level for nationwide roofing contractors, which can make it difficult for homeowners to communicate directly with decision makers.
- Backed by more extensive marketing efforts. Many nationwide roofing contractors pour tons of money into marketing, and some even target TV, radio, and high-cost print media as part of their overall marketing plan.
- Supported by more staff members. Whereas a local roofer may have only a handful of crew members, nationwide contractors may have dozens of crew members and support staff in each office.
- Able to offer financing. While there is at least one locally based roofer who offers financing, financing is most readily available from larger, national roofing chains.
Local Roofers and Nationwide Chains: The Pros and the Cons of Each
Neither local nor nationwide roofers are always the right choice for every roofing project. Each type of contractor offers a different set of benefits and drawbacks that you’ll want to consider before making your choice. We’ll identify some of the most important pros and cons of each below.
The Pros of Local Roofers:
- Local roofers know the specific weather patterns and cultural trends in your area, making it easy to get regionally relevant guidance.
- It’s usually not hard to reach the primary decision maker of a local roofing company, should you experience any problems.
- Local roofers understand the building codes in your area, which means you’ll be less likely to run into code-related problems down the line.
- By choosing a local contractor, you’ll be supporting your local economy, as well as any downstream organizations the roofer supports.
- You’ll generally receive more personalized service that’s specifically designed to address your roofing needs and provide the specific results you want.
The Cons of Local Roofers:
- Because they have smaller crews, local roofers may have somewhat limited availability, making scheduling challenging.
- It may be difficult to obtain financing from some very small roofing contractors, forcing you to obtain financing from a third party or pay for the entire project at once.
- It can be difficult to find high-quality locally owned roofers, given the relatively modest marketing budgets common to small outfits.
The Pros of Nationwide Roofers:
- Nationwide roofers often employ a large number of crews in major metropolitan areas, which can make it easier to get on the contractor’s schedule.
- Because they benefit from economies of scale, nationwide roofing contractors can sometimes offer slightly more affordable pricing.
- It’s usually easier for homeowners to find large, nationwide marketing chains, as they advertise widely enough to become household names in some areas.
- Some homeowners enjoy the standardized workflows that are common to many large, nationwide roof replacement chains.
The Cons of Nationwide Roofers:
- Nationwide chains are designed to provide relatively uniform services across the entire country, without much regard for local weather patterns or aesthetic trends.
- Some percentage of the fees they charge have to cover their immense marketing and administrative costs, rather than the labor and materials your job requires.
- It can be very difficult to discuss problems or concerns with anyone present in your local market, rather than a generic customer service rep, who could be located anywhere.
- Some homeowners feel that nationwide chains fail to provide the kind of craftsmanship that smaller, locally owned contractors do.
Local Roofer or National Chain: Which Should You Choose?
Ultimately, deciding between a local roofer and a nationwide chain requires that you carefully think about the things that are most important to you.
For example, if you don’t want to search high and low for a contractor with a good reputation, you may decide that a familiar, national chain is a good solution. Conversely, if you don’t mind doing a little homework and carefully checking customer reviews, you may prefer working with a locally owned contractor.
You’ll also want to think about how much guidance you’d like throughout the project. If you’re content to make your own decisions, a nationwide roofer may suffice; but if you’d like to carefully weigh the materials used in your project with an eye toward local trends and climate factors in your area, a local roofer will undoubtedly be the better choice.
Local Roofer vs National Chain: FAQ
Want to learn more about choosing between a local roofer and a national chain? We’ve rounded up some of the most common questions our clients have and answered them below.
Why choose a local roofer?
While there are times in which homeowners prefer national roofing companies, most will find that local roofers provide better craftsmanship, service, and advice than nationwide roofing contractors do. Additionally, by working with a local roofer, you help to support the local economy.
Can I negotiate price with a roofer?
You can sometimes negotiate the cost of a roof replacement when you work with a locally owned contractor, but national companies rarely allow their sales staff to exhibit this kind of discretion.
What is the most expensive part of replacing a roof?
The actual roofing materials are the most expensive part of a complete reroofing project, though the labor costs of a simple repair job may exceed the material costs in some cases.
How can you spot a bad roofing company?
There are a number of clues that can be a red flag for a roofing company, such as poor online reviews, a lack of transparent estimates, and inattention to your specific wants and needs.
How can you save money on a roof replacement?
You can save money on a roof replacement by opting for more affordable materials, scheduling the work during slow times of year (typically the winter), and combining your reroofing project with other work, such as skylight installation.
How many quotes should I get for roofing?
As a rule of thumb, you should obtain estimates from at least three roofing contractors. However, it’s important to note that price should not be the only factor you use to make your choice — consider the roofer’s reviews, certifications, and all around business practices too.
Should you tell your insurance you got a new roof?
Absolutely – it’s important to document your new roof so that it’ll be covered later, should it suffer storm damage and necessitate an insurance claim.
Willow Ash Roofing: The Local Roofer South Carolina Homeowners Can Trust
While there are a few situations in which it makes more sense to choose a nationwide chain, a roofing contractor based in your geographic area will generally provide better customer service and yield better results than you’ll get from a faceless nationwide chain. And that’s especially true for South Carolina homeowners who partner with the roofing experts at Willow Ash Roofing.
With more than 23 years of roofing experience and a relentless dedication to customer satisfaction, Willow Ash Roofing has established a reputation for being the leading roofing service provider in the greater Charleston area. See some of our previous projects or simply contact us today to schedule your free onsite inspection and get the kind of personalized service you deserve.
Sources & References
- Federal Trade Commission (FTC) – “How To Avoid a Home Improvement Scam”
Explains how to properly vet contractors, avoid common scams, compare estimates, and confirm licensing and insurance—key considerations when choosing between local roofers and national chains.
https://consumer.ftc.gov/articles/how-avoid-home-improvement-scam - South Carolina Attorney General – “Consumer Alert: Take Precautions When Hiring a Contractor”
Provides state-level guidance on verifying contractor licensing, reading contracts, recognizing red flags, and selecting reputable local professionals.
https://consumer.sc.gov/news/2024-12/consumer-alert-take-precautions-when-hiring-contractor
