Diamond Certified Company Report

General Roofing Company

Diamond Certified Company Report

General Roofing Company

Diamond certified ratings dashboard
CUSTOMER SATISFACTION i
Customer LOYALTY i
Helpful Expertise i
Company Credentials i
  • Workers Compensation
  • Liability Insurance
  • License Verification
  • Business Practices
  • Current Complaint File
  • Legal & Finance
Phone SURVEY RESPONSES FROM 311 VERIFIED CUSTOMERS i

Don C.

VERIFIED General Roofing Company CUSTOMER

1 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

I've been using them for years, and I recommend them highly. I was very satisfied with their work quality and have never had any problems.

I like that they arrive promptly, they are straightforward in their work, they are easily to deal with. They do their work efficiently.

Lou T.

VERIFIED General Roofing Company CUSTOMER

2 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are reliable, very knowledgeable, and experienced. They knew exactly what was needed to repair my room, and they did a good job. I have not had any problems up there since.

I liked that they were professional, responsive, and they came on time. I liked that they fixed my roof quickly, and there has not been a problem since.

Manuel S.

VERIFIED General Roofing Company CUSTOMER

3 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They do excellent work. We had used them many years ago, which is why we called them back again.

I liked that they were flexible with our scheduling needs, and they were very accommodating.

Read All 311 Survey Responses at Ratings View
Diamond certified VIDEO PROFILE
Diamond certified company PROFILE

Michael Wakerling, Owner

General Roofing Company installs roofing for residential, commercial and industrial clients throughout the Bay Area. The familyowned and operated company offers a variety of roofing, maintenance and repair solutions tailored to fit customers’ specific needs. Specialties include composition shingles, wood shingles and shakes, tar and gravel, all flat roof systems, tile and slate roofs, skylights, and ventilation systems.

Owner Michael Wakerling runs General Roofing Company with the same set of principles put forth by his grandfather, founder Jacob Wakerling: craftsmanship, integrity and reliability. Since opening its doors in 1924, the company has completed thousands of residential and commercial roofing jobs and stayed updated on the industry’s numerous technological advancements.

General Roofing Company is a CertainTeed SELECT ShingleMaster™ and a member of the National Roofing Contractors Association. For a complete list of services and photos of before and after work, Mr. Wakerling invites potential customers to visit www.generalroof.com.

Read moreShow less
COMPANY REPORT NAVIGATION

Diamond Certified Companies are Rated Highest in Quality and Helpful Expertise.

  • Why this rating is the most accurate.
  • Our editors gather deep company info.
  • Performance is Guaranteed.

DIAMOND CERTIFIED RESEARCHED CAPABILITIES ON General Roofing Company

COMPANY CONTACT
Service AREA

The Bay Area
Walnut Creek
Pittsburg
Concord
Richmond
Antioch
Oakland
Hayward
Berkeley
Fremont

SERVICES PERFORMED

Roofing Systems
Gutters
Ventilation Systems
Skylights
Repairs
Maintenance

BRANDS Supported
  • CertainTeed

  • IB Roof Systems

DIAMOND CERTIFIED RESEARCHED ARTICLES ON General Roofing Company

General Roofing Company’s technicians have always been known for their dedication to quality.

Company Profile

General Roofing Company installs roofing for residential, commercial and industrial clients throughout the Bay Area. The familyowned and operated company offers a variety of roofing, maintenance and repair solutions tailored to fit customers’ specific needs. Specialties include composition shingles, wood shingles and shakes, tar and gravel, all flat roof systems, tile and slate roofs, skylights, and ventilation systems.

Owner Michael Wakerling runs General Roofing Company with the same set of principles put forth by his grandfather, founder Jacob Wakerling: craftsmanship, integrity and reliability. Since opening its doors in 1924, the company has completed thousands of residential and commercial roofing jobs and stayed updated on the industry’s numerous technological advancements.

General Roofing Company is a CertainTeed SELECT ShingleMaster™ and a member of the National Roofing Contractors Association. For a complete list of services and photos of before and after work, Mr. Wakerling invites potential customers to visit www.generalroof.com.

Read moreRead Less
Company Philosophy

"We're a forward-thinking company that integrates history and experience with new technology. We've worked hard to create a professional, well-run organization, and our loyal clients are proof of our success. Our dedication to quality workmanship and excellent customer service has allowed us to offer premier roofing services for more than 90 years."

Read moreRead Less
Comparative Summary

Founded in 1924 by Jacob Wakerling, General Roofing Company is a family-owned business built on the principles of craftsmanship, integrity and reliability. Jacob Wakerling’s grandson, current owner Michael Wakerling, runs the company under those same fundamental principles.

Mr. Wakerling maintains that every customer deserves superior quality roofing and an easy, trouble-free process. He says his business regards itself as a “forward thinking company with traditional business values” that combines cutting-edge technology with an old-style approach to customer service.

General Roofing Company’s team is committed to finding the best roof that works for its clients’ homes. Though its prices are competitive, the company refuses to compromise quality in order to keep its bids low, says Mr. Wakerling. “We pay attention to the smallest details of every job, because we believe that’s how roofing work should be performed.”

All General Roofing Company’s employees must pass a background check, and its installation crew undergoes monthly training and weekly safety training sessions. The company also conducts monthly meetings during which employees learn about new products and technologies or concentrate on areas of improvement.

Honesty is a paramount value at General Roofing Company, says Mr. Wakerling. “We keep our promises when it comes to finishing work, and we continue until the job is done correctly.”

Read moreRead Less
Industry Info

Michael Wakerling, owner of General Roofing Company, suggests people find out if their roofer uses quality materials. Cheap shingles cost only marginally less than quality ones, he says, so the decision to use them is hard to justify.

Some contractors use OSB (oriented strand board) instead of plywood, because it runs $5 cheaper and could save $500 on a roofing bill. Before you agree to OSB, Mr. Wakerling suggests you ask your contractor to review the pros and cons (OSB loses its waterproof quality when the surface is cut, for example).

Mr. Wakerling suggests you take other precautions as well. Check that any contractor you consider hiring is licensed and insured, and ask them to produce certificates of coverage that come from the insurance company. He also advocates using a company that’s been in business a long time—at least 20 years, he says, which is the life expectancy of a general roof.

Mr. Wakerling advises to work with a contracting company with whom you share a comfortable connection. He also warns against shopping solely based on price. “There will always be someone who wants to give it to you cheaper. Sometimes it’s legitimate, but often there’s a reason for that price difference.”

Read moreRead Less
Frequently Asked Questions

Q: How long will my roofing job take?

A: That depends on the scope of the job. We can give an accurate timeline after we’ve looked at the roof and determined what needs to be done.

Q: Is there a lot of debris that goes into the attic or around the ground?

A: We usually don’t tarp the inside of an attic for liability reasons, but if you ask in advance, we can accommodate. We work hard to minimize the problem of debris falling into the attic. We put tarps on plants and the ground, and we do a ground cleanup with blowers and magnets to catch nails.

Q: Can you explain the different types of shingles that are available?

A: The 30- and 40-year shingles have turned into the basic shingles. It’s like having a Chevrolet or Ford—you drive it to work every day and it’s dependable. One question we always ask is, ‘How long do you plan on staying in your home? Are you going to get the value back if you choose a more expensive shingle, or will a 40-year shingle work?’

Q: What type of warranties do you offer?

A: A typical shingle warranty is pro-rated for 30 years, so if your roof fails in the 15th year and the material was originally $2,000, your warranty will cover $700 or $800. If you get the CertainTeed manufacturer’s extended warranty (which are included on 50-year roofs), the replacement isn’t pro-rated. CertainTeed pays for the tear off, the dump and the whole redo.

Q: What can you tell me about ventilation?

A: Ventilation is an important component to making a roof last. We try to educate our customers on different options. For example, you can install a ridge vent system or you can upgrade to a power fan. We try and design a system that works for our customers and ventilates their roofs as much as possible.

Q: How do I know if I need a whole new roof?

A: We’re completely honest when we assess a roof. We’ll maintain it if possible, and we’ll never suggest a new roof just to get the work.

Read moreRead Less

SELECTED PHOTOS FROM General Roofing Company

View Comments
Shares

DIAMOND CERTIFIED EXPERT CONTRIBUTOR ADVICE & TIPS FROM Michael Wakerling

Expert CONTRIBUTOR PROFILE
  • Michael Wakerling is a 44-year veteran of the roofing industry and owner of General Roofing Company, a Diamond Certified company since 2002. He can be reached at (510) 761-5937 or by email.

Michael Wakerling: The Old-Fashioned Way

By James Florence, Diamond Certified Resource Reporter

OAKLAND — As the third-generation owner of General Roofing Company in Oakland, it’s no surprise that Michael Wakerling has been immersed in the roofing industry throughout his entire life. “My grandfather started the business back in 1924 and it’s been in the family ever since,” he says. “When I was a little kid, I used to go to work with my dad on weekends, and over time I just gravitated toward the trade.” Mike’s deep industry roots also explain his commitment to upholding the old-fashioned service approach his grandfather originally instilled in the company. “My grandfather had a set of rules that he did business by, and we’ve tried to keep those rules with us. I think that’s one of the reasons we’ve been able maintain our loyal customer base over the years, including relationships that span multiple generations.”

A lifetime East Bay resident, Mike was born in Castro Valley and later settled in Livermore, where he lives today. Outside of work, he enjoys being outdoors, whether fishing in the mountains or spending a day at the beach in Carmel. In addition to personal hobbies, Mike keeps up with his sons, Matt and Shane, and makes frequent trips to Texas to visit his daughter, Laura, and grandson, Ethan.

In his life and career, Mike says he adheres to the age-old Golden Rule. “I always try to treat people how I like to be treated. People deserve to be regarded with respect and dignity, which is why, when dealing with customers, I try to be as upfront and honest as possible to ensure there are no surprises while we’re working on their roofs.”

As he draws nearer to retirement, Mike says he looks forward to passing his business down to its fourth generation of family ownership. “My son, Shane, works with me and is going to take over when I retire.” When asked one thing he’ll do after that takes place, Mike says he’ll likely take a vacation to trace some of his family roots. “I think I’ll head to Switzerland, because that’s where my grandfather immigrated from. We still have some distant relatives there, so I’d like to go see where my family came from.”

Ask Me Anything!

Q: What’s your favorite restaurant?
A: Italian Colors in Oakland.

Q: Have you ever had a conversation with a famous person?
A: I met Ricky Henderson, the former Oakland A’s outfielder, when we re-roofed his mother’s house. This was back when he was still playing, and he actually set us up to watch a game in his personal luxury box at the stadium.

Q: What’s your favorite dessert?
A: Key lime pie.

Q: If you had a theme song, what would it be?
A: “Margaritaville” by Jimmy Buffet.

Q: What’s your favorite newspaper comic strip?
A: “Marmaduke.”

Read moreRead less
Expert articles
  • The Benefits of Systematic Roofing

    OAKLAND — When it comes to roof replacement, many homeowners opt to take the least expensive route possible. However, a much more cost-effective option is to take a systematic approach. Far more than just installing new shingles, a systematic approach to roofing incorporates all related components to ensure maximum performance in terms of durability and energy efficiency.

    While shingles are an important part of any roof, there are many other related components that can impact a roof’s performance. For instance, in a system-based scenario, rather than placing new shingles over an existing underlayment, all flashing is replaced to ensure maximum protection from water intrusion. Another vital aspect is ventilation, where upgrades to attic, kitchen and bathroom ventilation can improve energy efficiency. Additionally, making upgrades such as replacing OSB sheeting with plywood can further augment a roof’s integrity.

    While a systematic approach to roofing offers many practical benefits, one of the biggest advantages is extended manufacturer warranties. By using high-quality components to bring a roof up to specific manufacturer standards, a roofing company can offer homeowners extended warranties that range from 25 years to lifetime, depending on the extent of the upgrades performed.

    Read moreRead less
Expert video tip

Video: Importance of Roof Maintenance

Complete Video Transcription:

OAKLAND — Host, Sarah Rutan: Whether your home has a sloped or flat roof, it’s important to take a preventative approach to maintenance. To learn more, we’re in Oakland with Shane Wakerling of General Roofing Company, speaking on behalf of Diamond Certified Expert Contributor Michael Wakerling.

Shane Wakerling: A great pro tip is to keep your roof maintained. Your roof is one of your most valuable assets and, just like your car, requires maintenance for optimal life expectancy. For flat roofs, this includes keeping the roof drains clear of debris, as this could cause leaks or potential collapse after a heavy rain. For sloped roofs, this includes making sure that any shingle issues are taken care of, such as curled shingles or broken or cracked ridge tile. And any pipes and protrusions sealed and having your gutters and downspouts cleaned. This is the importance of making sure your roof is maintained.

Host, Sarah Rutan: To learn more from local, top rated companies, visit our Diamond Certified Expert Reports at experts.diamondcertified.org.

Read moreRead less
General Roofing Company WEBSITE AND EXTERNAL FEED
  • General Roofing Company SOCIAL MEDIA FEEDS
COMPANY WEBSITE
www.generalroof.com
Diamond Certified RATINGS ON General Roofing Company
Diamond certified ratings dashboard
CUSTOMER SATISFACTION i
Customer LOYALTY i
Helpful Expertise i

Each surveyed customer was asked, “If you needed any helpful expertise, did this company provide that expertise?” To calculate this score, total “Yes” responses were divided by total responses (excluding those that stated they hadn’t needed any expertise).

Company Credentials i
  • Workers Compensation
  • Liability Insurance
  • License Verification
  • Business Practices
  • Current Complaint File
  • Legal & Finance
Phone SURVEY RESPONSES FROM 311 VERIFIED CUSTOMERS i
General Roofing Company : Average 8.9 out of 10 based on 311 unique customer surveys of customer satisfaction.

Don C.

VERIFIED General Roofing Company CUSTOMER

1 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

I've been using them for years, and I recommend them highly. I was very satisfied with their work quality and have never had any problems.

I like that they arrive promptly, they are straightforward in their work, they are easily to deal with. They do their work efficiently.

Lou T.

VERIFIED General Roofing Company CUSTOMER

2 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are reliable, very knowledgeable, and experienced. They knew exactly what was needed to repair my room, and they did a good job. I have not had any problems up there since.

I liked that they were professional, responsive, and they came on time. I liked that they fixed my roof quickly, and there has not been a problem since.

Manuel S.

VERIFIED General Roofing Company CUSTOMER

3 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They do excellent work. We had used them many years ago, which is why we called them back again.

I liked that they were flexible with our scheduling needs, and they were very accommodating.

Patricia S.

VERIFIED General Roofing Company CUSTOMER

4 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They did what they said they would do. The price was reasonable and they got done quickly.

How friendly the staff and crew were, we have used them twice because of how friendly and cost effective they are.

Aalim M.

VERIFIED General Roofing Company CUSTOMER

5 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

Professional and integrity overall, originally I was sort of talking to other roofers about the job. I spoke with about three to four different companies, of which each of the other 3 were considerably high in cost and no one actually came out to visit our home to get a good idea of the job. The exception was Mike the owner of General Roofing. He came out. They did a comprehensive presentation for me and made me feel comfortable with everything. They started the work right away. He was very communicative with me throughout the process. I was extremely and highly satisfied with them.

The customer service, literally, the manor was professional, they had a fair quote, and literally were less expensive than any of the competition. They did great work. The people who came out were professional. The guys came in and were very efficient. After they cleaned out the yard pretty much cleaner than it was when they showed up.

Richard M.

VERIFIED General Roofing Company CUSTOMER

6 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

I had an excellent experience with them when I needed the gutter covered on my new roof right before the rainstorm. They came out at night and worked like dogs to get it done before the rain started. They did so well on that, I had them do another part of my roof, which they also did a really nice job on.

I was impressed and felt they charged a fair price. I have never before found a roofer that I could recommend, but these guys are outstanding and I do recommend them.
They did an excellent job, they were highly responsive and honest, and they gave me a fair price.

Tom L.

VERIFIED General Roofing Company CUSTOMER

7 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They should consider buying metal roofs.

They did what they said they were going to do.

Catherine B.

VERIFIED General Roofing Company CUSTOMER

8 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are reasonable.

They finished the job on time.

Al G.

VERIFIED General Roofing Company CUSTOMER

9 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They should call them.

They were fast, and they cleaned up after themselves. They were a great team who came and did it.

Rose T.

VERIFIED General Roofing Company CUSTOMER

10 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

That I found them to have competitive prices, and the work was good. They are dependable. I recommended them to someone already, I'm not sure if they used them or not. I would recommend them again.

Just that I got all my questions addressed

Dennis F.

VERIFIED General Roofing Company CUSTOMER

11 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They pointed out something I could repair on my own, which I did. It took about an hour, very professional guys.

The fact that the leaks were gone

Bill B.

VERIFIED General Roofing Company CUSTOMER

12 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They have always worked very well with me and I have recommended them to others already. They are my go to guys. The costs are in line and he knows as much, if not more, than the bigger companies.

They are reasonable and explain what they are doing.

James P.

VERIFIED General Roofing Company CUSTOMER

13 of 311

Quality 10
10 10
Loyalty No
CRITIQUE

They never called back for another job, I wanted them to start a whole roof replacement job. They just did patching for a couple tiles that had some issues.

Actually when they pulled the tiles and replaced them, they did a great job. That's why I wanted to see what it would take to do the whole roof.

Anita B.

VERIFIED General Roofing Company CUSTOMER

14 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They did a satisfactory job. They were professional, timely, detailed, and reliable.

They were upfront, and they stuck to their timeline in getting the job done.

Bob P.

VERIFIED General Roofing Company CUSTOMER

15 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

I would tell a friend in need of their services to give them a call.

They're great. They don't mind taking on the job. There's no job too big or too small for these guys. They signed on to a difficult job, and they knocked it out. They knew exactly what they were doing.

Charles G.

VERIFIED General Roofing Company CUSTOMER

16 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

Prompt, efficient, and thorough

They were prompt and precise.

Christine S.

VERIFIED General Roofing Company CUSTOMER

17 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They're reliable, affordable, and an overall good company to do business with.

They didn't try and sell us anything that we didn't need.

Lucas H.

VERIFIED General Roofing Company CUSTOMER

18 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

I would highly, highly recommend them.

They didn't BS me. They were completely honest, and they did perfect work.

Eric C.

VERIFIED General Roofing Company CUSTOMER

19 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

They're accommodating and quick to get things done.

They finished the job on time, which was huge. I have confidence in the work that they did.

Felix L.

VERIFIED General Roofing Company CUSTOMER

20 of 311

Quality 10
10 10
Loyalty Yes
CRITIQUE

If you hire them, you'll get an honest job.

I think the best thing about them is their reliability. I haven't had any issues, since they did the patchwork on my roof.

Read All 311 Survey Responses at Ratings View