Review sites are where most people start when they need a roofer — and they are a reasonable starting point. But reviews alone do not tell the whole story. Ratings can be gamed, bad reviews can be buried, and a five-star score says nothing about whether a firm is right for your particular job.

After four decades roofing across London, here is how we would find a roofer if it were our own home — going well beyond the review sites.

Start with people you trust

The single most reliable way to find a good roofer is still word of mouth. Ask neighbours, friends, family, and colleagues who they have used — and, just as usefully, who they would not use again. A personal recommendation comes with context no review site gives you: how the roofer behaved in someone’s home, whether they turned up when they said they would, and whether the roof is still watertight five years later.

If you have a trusted builder, plumber, or electrician, ask them too. Tradespeople know who does good work and who cuts corners, because they see the results on site. A builder who stakes their own reputation by recommending a roofer is giving you a meaningful signal.

Check the trade bodies — properly

Membership of a recognised scheme is a useful filter. In roofing, the main ones are the National Federation of Roofing Contractors (NFRC), TrustMark, and CompetentRoofer. These schemes require members to meet standards, carry insurance, and offer proper complaints procedures.

The key word is “verify.” Do not just accept a logo on a van or website — look the company up on the scheme’s own register. It takes two minutes and it is the difference between a real credential and clip art. A firm that is genuinely accredited will be easy to find.

Ask the manufacturers

This one is underused. Major roofing manufacturers — the companies that make the tiles, slates, membranes, and flat-roofing systems — run approved installer schemes. To get listed, a roofer has to prove competence with that manufacturer’s products and attend training.

If you know what system you want (say, a particular EPDM flat-roofing brand or a slate manufacturer), check their website for approved installers in your area. It is a strong, independent endorsement, and the manufacturer warranties are often better when an approved installer does the work.

Look for evidence in the real world

Drive or walk around your area and look for roofing work in progress. Scaffolding up, a tidy site, branded vans, roofers in proper safety gear — that is a live advertisement you can evaluate yourself. If the work looks good and the site is well run, knock and ask who the firm is. Most roofers are happy to be approached on a tidy job.

You can also ask any roofer you are considering for addresses of recent local work. Then go and look at it. Check the straightness of the tile courses, the neatness of the leadwork, the verges and ridges. You do not need to be an expert to spot a tidy job versus a scruffy one.

Talk to your local builders’ merchant

Independent builders’ merchants know the local trade inside out. They know who buys quality materials, who pays their bills, and who has been coming in for twenty years. They will not give you a formal recommendation, but an informal “who would you get to do your own roof?” over the counter can be remarkably honest.

Use review sites wisely — as one input among many

We are not saying ignore reviews. A firm with 338 genuine Google reviews averaging 5.0, with the owner replying thoughtfully to each one, is telling you something real. But use reviews as confirmation, not as the whole decision. Read the one-star reviews and the responses. Check more than one platform. Be suspicious of a flawless record built on a handful of reviews posted in the same month.

And remember that review sites are weakest exactly where you need them most: small repair jobs. Many excellent roofers do not chase reviews for a £250 flashing repair. The absence of fifty reviews does not mean the absence of skill.

Vet your shortlist properly

Once you have two or three names, the real work begins: the vetting. Ask each one the same set of questions — we have put together 15 questions to ask a roofer that cover insurance, materials, timescales, and guarantees. Compare written quotes like for like, not just the bottom line. And run through the cowboy roofer warning signs before you sign anything — most rogue traders reveal themselves at this stage if you know what to look for.

One more check that costs nothing: look the company up at Companies House and confirm how long it has actually been trading. A “20 years’ experience” claim attached to a company incorporated eighteen months ago deserves an explanation.

Trust the process, not the pitch

Good roofers share a few traits: they inspect before they quote, they put everything in writing, they answer awkward questions calmly, and they are usually booked a few weeks out. They do not knock on doors, demand cash, or pressure you to decide today. Our guide to roofing guarantees explained is worth reading at this stage too, so you know what proper aftercare looks like.

Finding a good roofer takes a little effort, but it is a fraction of the effort — and cost — of fixing a bad one. If you would like to add an established, family-run Camden firm to your shortlist, Victoria Roofing Expert Ltd has been roofing London since 1982. Get a free quote and judge us by the same standards above — we welcome it.