The roofing industry has changed dramatically in recent years, and not necessarily for the better. What was once a trade built on craftsmanship, problem-solving, and long-term relationships has become increasingly sales-driven. Many roofing companies today prioritize aggressive sales tactics over providing real value, leaving building owners pressured into decisions rather than being properly informed about their options.
This shift hasn’t just affected building owners—it has also eroded trust in the roofing industry as a whole. High-pressure sales techniques, exaggerated damage claims, and profit-driven insurance manipulation have taken precedence over quality workmanship and honest service.
Let’s take a closer look at how this transformation has taken place, why it’s a problem, and what building owners should be aware of when choosing a roofing contractor.
The Shift from Craftsmen to Closers
Roofing used to be about expertise, problem-solving, and long-term durability. A good roofer was someone who could diagnose issues, offer practical solutions, and ensure that a building owner got the best value for their investment.
Today, many companies focus less on roofing knowledge and more on sales techniques. Some roofers are no longer trained to assess and fix problems—they’re trained to sell contracts. Instead of taking the time to educate building owners about different roofing systems and maintenance options, they push customers toward the most expensive option that benefits their bottom line.
This shift has led to a focus on closing deals quickly rather than providing the best long-term roofing solutions.
High-Pressure Tactics Over Honest Guidance
Instead of acting as trusted advisors, many roofing salespeople use manipulation and fear tactics to get building owners to sign contracts as fast as possible. Some of the most common techniques include:
1. Unnecessary Roof Replacements
Many roofing companies default to recommending a full replacement rather than considering repairs or maintenance. Why? Because a new roof brings in significantly more revenue than a simple repair.
- Some contractors will exaggerate minor wear and tear, making it seem like the roof is at immediate risk of failure.
- Others may fail to mention that a well-maintained roof can often last several more years with proper repairs.
A trustworthy roofing company will always explore all possible options before pushing for a costly full replacement.
2. Exaggerating Damage to Create Fear
Another common tactic is overstating the level of damage to make building owners feel like immediate action is necessary.
- Some contractors even stage or exaggerate damage during inspections, making it appear worse than it actually is.
- The goal is to create panic so that the owner signs a contract without taking the time to get a second opinion.
A good roofer will document all issues with clear photos and explanations so that the owner understands the real condition of their roof.
The Rise of Storm Chasers
Storm chasers are roofing companies that follow severe weather events and flood affected areas with aggressive sales tactics. After a storm, building owners often find themselves bombarded with roofing offers, many from companies that weren’t even in the area before.
These companies specialize in fast insurance claims and quick installations, but their business model is built on speed, volume, and profit—not quality.
Why Storm Chasers Are a Problem
- They prioritize speed over quality, often rushing installations to move on to the next job.
- They cut corners on materials and labor, knowing they won’t be around to handle warranty claims.
Once they’ve finished their work and collected their money, they leave town, making it nearly impossible for building owners to get follow-up service or warranty support.
While not every roofer responding to a storm is a bad actor, building owners should be cautious of companies that appear overnight and pressure them into signing immediately.
The “We Work With Insurance” Gimmick
One of the biggest ways roofing has turned into a sales-driven industry is how contractors interact with insurance claims.
Working with insurance companies should be a valuable service that benefits the building owner. However, many roofing companies have turned it into a tool for maximizing their own profits, often at the expense of the owner and even the insurance provider.
How Insurance Should Work in Roofing
Ideally, roofing contractors should act as a bridge between the building owner and the insurance company, helping to:
- Accurately assess damage and provide documentation for the insurance claim.
- Help the owner and insurance company navigate the claim with honest repair costs.
- Complete high-quality repairs or replacements that meet both the building owner’s needs and insurance standards.
In short, the goal should be to help building owners navigate their claim honestly and effectively, ensuring they get the best long-term solution for their property.
How Insurance Claims Have Been Abused
Unfortunately, many roofing companies now use insurance claims as a sales tool rather than a service. Some of the ways this system has been abused include:
- Maximizing claims for profit, not necessity – Some contractors inflate claims, recommending excessive repairs or upgrades that aren’t needed.
- Encouraging insurance fraud – Certain companies tell building owners they can get a “free roof” by filing a claim, even when there’s no real damage.
- Overriding the owner’s best interest – Instead of helping the building owner find the most cost-effective, long-term solution, some contractors simply push whatever will bring in the biggest check.
This approach puts both the building owner and the insurance provider at risk. If an insurance company detects fraud or excessive claims, it can deny coverage or even raise premiums for all policyholders in the area.
Why This Hurts the Industry
- Building owners lose trust – Many now assume that roofers only care about getting a big payout, not about protecting their property.
- Insurance providers get stricter – As claims abuse rises, insurance companies make it harder for honest roofers and building owners to get fair settlements.
- The focus shifts from quality to profit – Instead of ensuring roofs last, some contractors rush jobs just to collect the insurance money.
A good roofing contractor should be able to work with insurance while still prioritizing the building owner’s needs. This means providing honest assessments, helping owners navigate claims fairly, and delivering long-term solutions—not just maximizing the claim for short-term gain.
The Consequences of Sales-Driven Roofing
This shift toward aggressive sales and insurance manipulation has damaged the industry in several ways:
- Building owners receive misleading advice – Many end up with unnecessary work or subpar roofing systems that don’t fit their needs.
- Quality craftsmanship is overshadowed by profit motives – Instead of focusing on longevity and performance, many contractors prioritize maximizing claim payouts.
- The industry’s reputation suffers – Honest roofing companies find it harder to compete because so many customers assume all contractors use shady tactics.
This race to the bottom ultimately hurts everyone—building owners, insurance providers, and ethical roofers alike.
How to Choose a Roofer Who Puts You First
To avoid falling into the trap of sales-driven roofing, building owners should:
- Choose established companies with a proven track record.
- Get multiple opinions before signing any contract.
- Look for transparency – A good roofer will explain all options, not just the most expensive one.
- Be cautious with insurance claims – Work with contractors who document damage accurately rather than those who promise a “free roof.”
The roofing industry needs to shift back toward education, honesty, and true craftsmanship. Until then, building owners must stay informed and choose contractors who genuinely prioritize their needs—not just their sales numbers.