Roofing is a high-ticket trade where small measuring mistakes become big money mistakes. This guide walks through how to measure a roof properly, how to turn that into a price that actually pays you, what a professional roofing quote should include, and where steady local work comes from.
1. Measure in squares — and don't forget pitch and waste
Roofers price by the square: 100 square feet of roof surface. The house footprint is not the roof area, because a sloped roof is bigger than the ground it covers. Multiply the footprint (including overhangs) by a pitch factor:
| Pitch (rise/12) | Multiply by |
|---|---|
| 4/12 | 1.054 |
| 6/12 | 1.118 |
| 8/12 | 1.202 |
| 10/12 | 1.302 |
| 12/12 | 1.414 |
Example: a 1,800 sq ft footprint at 6/12 pitch is 1,800 × 1.118 = 2,012.4 sq ft, or 20.12 squares. Then add waste for cuts, starter rows and ridges — around 10% on a simple gable roof, 15% or more on roofs with lots of hips, valleys and dormers. At 12% this roof needs about 22.53 squares of shingles, so you'd order 23.
Always confirm on the roof (or with drone/satellite measurements you trust) before you commit to a final price. Count layers to tear off, check the decking from the attic for soft or stained spots, and note every penetration: chimneys, skylights, vents and stacks.
2. Know your real hourly cost
Before you can price a square, you need to know what an hour of your crew's time costs the business — wages, payroll costs, insurance, vehicles, fuel, tools, software and your own pay.
Use that rate to sanity-check your per-square labour price: if your crew installs 10 squares in a long day with three people, that's roughly 2.4 labour-hours per square. Your per-square labour price must cover that time at your rate, plus tear-off, clean-up and travel.
3. Build the quote line by line
A homeowner comparing three roofing quotes trusts the one that shows exactly what they're getting. Break the job into clear lines:
| Item | Qty | Rate | Amount |
|---|---|---|---|
| Tear off existing shingles (1 layer) | 21 sq | $95.00 | $1,995.00 |
| Disposal bin & haul-away | 1 job | $650.00 | $650.00 |
| Synthetic underlayment | 21 sq | $38.00 | $798.00 |
| Ice & water membrane — eaves & valleys | 6 roll | $145.00 | $870.00 |
| Architectural shingles, supplied & installed | 23 sq | $315.00 | $7,245.00 |
| Drip edge, starter strip & ridge cap | 1 job | $1,150.00 | $1,150.00 |
| Step & chimney flashing (replace) | 1 job | $780.00 | $780.00 |
| Ridge vent | 40 lin ft | $14.50 | $580.00 |
| Permit (if required in your area) | 1 job | $250.00 | $250.00 |
| Subtotal | $14,318.00 | ||
| Tax (13% — use your own local rate) | $1,861.34 | ||
| Total | $16,179.34 | ||
Tear-off and underlayment use the measured roof (20.12 squares, rounded to 21). Shingles use measured squares plus 12% waste (22.53 → 23 squares).
Example numbers only — prices vary a lot by area, season and job. Use your own costs.
Notice what makes this quote convincing: the measurement is explained, the waste allowance is visible, and items homeowners often get surprised by later — flashing, ice-and-water membrane, disposal, permits — are already in the price.
Price the unknowns before you start
The most common roofing dispute is rotten decking found during tear-off. Don't hide it — put it in the quote as a unit price: "Replace damaged roof sheathing if found: $X per 4×8 sheet, only with your approval." Then send a change order with photos if you need it. On Genie, optional items and change requests are built into the quote, so the client approves extras with a tap and a signature.
Offer good / better / best
Give two or three options — for example standard architectural shingles, an upgraded impact- or wind-rated shingle, and a premium package with full ice-and-water coverage and an extended manufacturer warranty. Many homeowners pick the middle option, and showing choices moves the conversation from "Is this too expensive?" to "Which one is right for us?".
4. Protect your margin
Margins in roofing get eaten by three things: under-measured roofs, re-trips for forgotten materials, and weather days. Build a small weather/contingency allowance into your overhead, keep a materials checklist per job, and charge a minimum for small repairs so a two-hour leak fix doesn't cost you a whole morning.
5. Where local roofing jobs come from
- Inspections first. Offer a free or low-cost roof check with photos. A homeowner who sees photos of their own lifted shingles understands the job — and trusts you.
- After storms. Wind and hail create a surge of urgent repair requests. Be ready with a clear repair price list and fast response — and never pressure or scare people.
- Neighbours. When you finish a roof, let nearby homes know you're in the area (door hangers or a short note). Homes on the same street were often built — and wear out — at the same time.
- Realtors and property managers. Pre-listing and inspection repairs are steady, quick-turnaround work. Agents need roofers who answer the phone and send clear quotes.
- Reviews with photos. Before/after photos and a short review from each customer are your best salesperson. Ask on the day you finish, when the customer is happiest.
- Genie leads. On Genie, homeowners post roofing projects and you choose which ones to claim. Your quote, photos and signature all happen in one place.
6. Roofing quote checklist
- ✅ Roof measured: squares, pitch, waste % written down
- ✅ Layers to tear off counted
- ✅ Decking checked from the attic; sheathing unit price included
- ✅ Every penetration and flashing detail listed
- ✅ Ventilation (intake and exhaust) checked and priced
- ✅ Disposal, permits and clean-up included
- ✅ Manufacturer and workmanship warranty stated in writing
- ✅ Payment terms and deposit written clearly
- ✅ Start date window and weather policy explained
- ✅ Client signs online before you order materials
Building codes, permit rules and ice-barrier requirements differ by city, province and state. Always check your local rules.