Some Roofers Charge More Because They Know Less

Joe the roofer
Aug 16
3 min read

Business man selling Elixir on the street

What DFW Homeowners Should Know About Roofing Prices, Profit Margins, and Real Value

Most homeowners are told to throw out the lowest roofing bid and assume the most expensive one reflects the best quality. And in some cases, that’s true.

But in overcrowded markets like DFW, where some roofing companies are just glorified sales teams in polo shirts and Range Rovers, the pricing game isn’t what it used to be.

Sometimes, the “cheap guy” isn’t cutting corners. He just knows how to install a roof without paying a middleman, a sales uplink, or a marketing agency.

Why Roofing Prices Are All Over the Place in DFW

Some contractors do everything in-house: project management, crews, scheduling, materials. That keeps costs lean.
Others outsource every step—sales, estimating, installations, even customer service.
Some are contractors.
Others are marketing companies disguised as roofing companies.

And guess who’s footing the bill for that Instagram ad budget and branded Yeti cups?

You are.

Here’s the Truth About High Bids

✅ Sometimes, the higher bid includes better materials, better crews, and a better warranty.❌ But sometimes, it's just a markup—for the exact same shingles and subcontractor the cheaper guy is using.

We’ve seen it happen hundreds of times:

Homeowners get a $26,000 bid with flashy branding, yard signs, and a smooth-talking rep.
Then get a $19,000 bid from a smaller company with no gimmicks—but a better install plan and a clearer scope of work.

And guess what? Both crews use the same labor pool. Both use the same supplier.One is just trying to hit a higher profit margin.

Why Cheap Isn’t Always “Too Good to Be True”

In roofing, “cheap” often gets a bad rap. But if a contractor:

Owns their crew relationship
Doesn’t pay commission-heavy reps
Buys directly from suppliers
Has tight systems in place

…they can install premium roofs at mid-range prices—and still be profitable.

That’s not a red flag. That’s a contractor who knows the business and isn’t wasting your money on fluff.

✅ What Really Matters When Comparing Bids:

Detailed Scope of WorkIs it apples-to-apples? Or is one bid vague and bloated?
Material SpecsAre they using Landmark? Timberline? Malarkey? Or just saying “30-year shingle”?
Crew ConsistencyWho’s installing the roof? Their own trained team or a random pickup crew?
CommunicationCan they explain flashing, ventilation, and decking in plain English—or do they just say “don’t worry, we got it”?
Jobsite SupervisionDoes the sales rep disappear after the sale? Or is someone actually managing the install?

💡 Pro Tip:

If you’re comparing bids and the higher-priced company can’t tell you why their price is higher—walk away.

“Trust us, we do it right” is not a justification.Transparency beats charisma every time.

🛠️ What We Believe at Good Guys Roofing

We’re not the cheapest on every job. But we’re not the most expensive either—because we don’t believe your peace of mind should be marked up 30% to cover our marketing budget.

We believe in: