“Award-Winning” and Other Nonsense: How to Decode Contractor Claims (And What to Ask Instead)
When hiring a roofing or waterproofing contractor, you’ll see websites, sales brochures, or sales people that are filled with bold statements:
“Award-winning.”
“Industry leader.”
“Roof experts.”
“Best-in-class service.”
Sounds great, right?
But what do these phrases actually mean? Often—absolutely nothing.
This article breaks down the most overused contractor marketing buzzwords and shows you how to challenge them, what questions to ask, and what real resources you can use to verify the truth.
🏆 1. “Award-Winning Service”
Translation: We once got a plaque. Maybe. From someone.
What to Ask:
What award?
Who gave it to you?
Was it a customer-voted award, industry recognition, or a paid marketing badge?
Verify it: Ask for a link to the awarding organization’s website and check their credibility. Was it Roofing Contractor Magazine? The NRCA? Or a pay-to-play "Best of Town" award? There are many “awards” that the contractor can essentially buy so they can claim to be “award winning” - be wary.
📈 2. “Industry Leader”
Translation: We’re claiming to lead something—we won’t say what or how.
Technically, if you are a contractor who has the most failed installations, then you can claim to be an industry leader. Or if you are the contractor who charges the most, then you can claim to be an industry leader.
What to Ask:
Which industry specifically? Is it commercial roofing? What systems?
Do you lead by volume, quality, safety, certifications, or something else? What specifically do you lead?
How do you lead? What proves you lead?
Verify it: Search trade rankings, state license boards, or industry organization member lists.
🧪 3. “Best-in-Class Performance”
Translation: It sounds impressive and vague, so we went with it.
What to Ask:
Best in what class—roofing systems, repair speed, customer satisfaction?
Are there benchmarking metrics?
Do you have customer surveys, rework rates, or job completion stats?
Verify it: Ask for actual data or third-party reporting—like customer NPS scores or safety EMR rating. You can also check with manufacturers or building envelope consultants to verify who is truly best in class.
BONUS: Building envelope consultants are a great resource and usually vert contractors intensely.
🎖️ 4. “Industry-Recognized Leader”
Translation: Our cousin Todd from another roofing company gave us a thumbs-up.
What to Ask:
Recognized by whom?
Is this listed in a publication, association, or press release?
Can you show us where this recognition is documented?
Verify it: Look up membership rosters or leadership roles at NRCA, IIBEC, or other similar associations.
👨👩👧👦 5. “We’re Like a Family!”
Translation: We're warm and fuzzy— and we are trying to tell you we aren’t like those big bad corporations … until something goes wrong and then we will sue you.
What to Ask:
Does anyone get fired from “your family” or will I have to put up with people working on my jobsite, not because they are skilled, but because you can’t fire family?
What’s your turnover rate?
Are you “like family” when you make a mistake or we have an issue, or then are we like companies?
Verify it: Search for customer reviews, ask for referrals, and ask the tough questions.
🧠 6. “Roof Experts”
Translation: We’re hoping you don’t ask for evidence.
What to Ask:
Do you hold certifications like NRCA ProCertification, OSHA 30, or manufacturer-approved installer badges (e.g., Siplast, Sarnafil)?
Do you specialize in certain roof types—TPO, EPDM, coatings, metal, or waterproofing?
Can you provide case studies or examples of technical challenges solved?
Verify it: Ask for certificate copies or verification numbers. Manufacturers and associations can often confirm contractor status directly.
💬 7. “Preferred Contractor”
Translation: Someone liked us once. Maybe.
What to Ask:
Preferred by whom? A client, manufacturer, or partner? Your mom?
Can you show us documentation?
Are you listed on an official manufacturer directory as an approved or preferred installer?
Verify it: Look up contractor locators for top manufacturers or search customer web-sites, ask for referrals.
🧽 8. “White Glove Service”
Translation: We answer the phone … initially, sometimes.
What to Ask:
What does this look like in practice? What is the actual methodology behind this?
Do you provide proactive communication, daily logs, dedicated PMs?
Do you have a customer service guarantee or some sort of specialized agreement that outlines this service?
Verify it: Ask for copies of such agreements, protocols, methodologies of service, and recent client surveys or testimonials that support high-touch project management.
🗣️ 9. “Our Reputation Speaks for Itself”
Translation: So don’t ask us.
What to Ask:
Can you give us recent commercial references?
Do you track and report client satisfaction or NPS scores?
Can we visit or review a jobsite or completed project?
Verify it: Request at least 3 references from jobs completed in the last 18–24 months and for 3 current and ongoing projects that could potentially be visited.
📢 10. “We Go Above and Beyond”
Translation: We do our job. Bare minimum. Sometimes.
What to Ask:
What’s an example where you did something above spec or outside scope to help a client?
Was it documented, or just anecdotal?
Can that level of service be expected consistently or was it a one-off?
Verify it: Ask for real stories with names, projects, and outcomes.
BONUS: Other Common Phrases to Challenge
CLAIM: “Cutting-edge solutions”
ASK: What tools or systems make you different?
CLAIM: “Unmatched quality”
ASK: How do you track quality and rework rates?
CLAIM: “Guaranteed satisfaction”
ASK: What does that look like contractually?
CLAIM: “Customer-first approach”
ASK: How is that baked into your project planning?
CLAIM: “We treat every job the same”
ASK: Even the $15,000 one with a needy and annoying end user?
✅ Final Thoughts: Trust, But Verify
Any contractor can claim to be the best. But words like “expert,” “award-winning,” and “industry leader” mean nothing without context, proof, or a track record.
DATA SUPPORTS CLAIMS. DATA ELEVATES MARKETING JARGON TO FACTS.
Ask for specifics. Ask for documents. Ask for performance history.
Because hiring a contractor should be based on proof—not puffery.
