Each crew carries a minimum of 40 years of experience at Principal Roofing, which documents every Newmarket, Aurora and Richmond Hill repair with before-and-after photos — same-day service, no hidden fees.

Why this 63.3/100 trust score — the facts behind each pointThe facts behind your trust score
Trust Score63.3/100
Google Reputation
10/14

4.9★ from 105 Google reviews

Rating4.9★ from 105 reviews
3.8
Volume105 total Google reviews
2.8
Recency (last 90d)10 reviews in the last 90 days
2.2
Velocity (per month)~1.8 reviews/month over the trailing year
1.2
Multi-Platform Reputation
8.3/10

Rated on 2 platforms — Google 4.9, Facebook 5.0; ratings agree

Website Quality
3.7/5

Has a website and a published email on its own domain

HTTPSHTTPS enabled
0.5
Mobile + Core Web VitalsPSI mobile score 47/100 · LCP 20061ms · CLS 0.00
0.7
Contact email on fileContact email on file (clientcare@principalroofing.ca) — via website
0.8
Page presenceFound: about, services
0.5
Schema.org LocalBusinessPublishes LocalBusiness / Plumber schema.org markup
0.5
Content depthRich content (19,985 chars on home)
0.5
Safe BrowsingClean — no Google Safe Browsing flags
0.8
Local SEO Visibility
10.1/12

Not in the Google Maps local top results

Business Longevity
5/12

~4.8 years on Google Maps (from total-reviews ÷ monthly rate)

Awards & Recognition
3.6/12

Not on Three Best Rated / BBB

Brand Strength
4.7/10

~113 reviews across 2 platforms

Service Area Coverage
8/10

Mentions 8 service areas on home page (e.g. aurora, markham, newmarket, richmond, richmond hill)

Consumer Trust Indicators
6/10

On 1 extra platforms; reachable by website, email, phone

Social Media Presence
4/5

5 platforms linked: Facebook, Instagram, LinkedIn, X, YouTube · ~8 Facebook reviews

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4.9

106 Reviews

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L

By Leanne Perkins on May 25, 2026 Verified by Google

I now understand the mixed reviews for Principal Roofing. I contacted the company, received an immediate response, Dean came out and was helpful and informative. I received a quote and was happy to be working with a female owned company. After that any communication was initiated by me and I have not heard from anyone in the past 2 weeks. Clay came out to advise on eavestrough replacement and ended up backtracking on everything that Dean had advised I needed to do. I was supposed to receive a new quote and haven't heard from anyone since. Very disappointing!

L

By Leanne Perkins on May 25, 2026 Verified by Google

I now understand the mixed reviews for Principal Roofing. I contacted the company, received an immediate response, Dean came out and was helpful and informative. I received a quote and was happy to be working with a female owned company. After that any communication was initiated by me and I have not heard from anyone in the past 2 weeks. Clay came out to advise on eavestrough replacement and ended up backtracking on everything that Dean had advised I needed to do. I was supposed to receive a new quote and haven't heard from anyone since. Very disappointing!

P

By Paula Cook on May 20, 2026 Verified by Google

Sara and her team did a fabulous job. The quote was accurate and in line with great products. They started the job when they said they would. They cleaned up the site every day before they left. Sent me drone photos of the finished product and walked the site after for an inspection.
This is a professional trustworthy company. Highly recommend them. 👍

G

By Gayle Harwood on Apr 28, 2026 Verified by Google

From Dean getting us our quote to Sara helping us schedule the work and Clay making our property look awesome ! You would never know the roof was replaced other than the shingles looking great ! everything was cleaned up ! We highly recommend Principal Roofing ! This won't be the last time they hear from us :)

C

By Candis Babcock on Apr 26, 2026 Verified by Google

Needed an emergency roof repair and Sara and the team were amazing. Quick response to our initial call and had Dean out quickly to assess the situtation and help us mediate damages until they could arrive. The crew showed up to start on a holiday (just 2 days later) and got to work quickly. Despite some rain delays the roof was finished in less than a week and clean up was perfect. There was a small area of concern around a dormer window that was addressed and fixed the same day we mentioned it. Would highly recommend.

D

By Darlene Vloet on Apr 17, 2026 Verified by Google

Principal roofing did a fantastic job on my new gutters and additional roof repairs. Everyone involved was professional, responsive and provided an exceptional result. I am very happy with their work and will use them again for a siding project. Than you Sara and team !!

D

By Darlene Vloet on Apr 17, 2026 Verified by Google

Principal roofing did a fantastic job on my new gutters and additional roof repairs. Everyone involved was professional, responsive and provided an exceptional result. I am very happy with their work and will use them again for a siding project. Than you Sara and team !!

A

By Andrea Leo on Mar 27, 2026 Verified by Google

Principal Roofing handled our repair project quickly and efficiently. They first provided helpful advice on the best way to address the damage—not only fixing the current issue but also preventing it from recurring in the future. A service team was on-site within 24 hours of my initial call to complete the repairs.

A

By Amira Z on Nov 25, 2025 Verified by Google

I wish I could rate Principal Roofing in two parts, because our experience was split. Their sales rep Dean deserves 5 stars — he was attentive, knowledgeable, and even improved our home’s venting, which has made a noticeable difference in temperature regulation.

Unfortunately, everything beyond Dean was frustrating. After the crew finished, I noticed a vent was installed completely crooked and the flashing wasn’t done according to the plan Dean had gone over with us. They sent someone named Mike, who admitted the vent was installed wrong and that “new guys” had been on the job. He replaced the vent and attempted to fix the flashing, but it still wasn’t done correctly.

We contacted the owner, Sarah, who told us the crew would return on Tuesday. They never showed up and never called. She later said they would come on Saturday — again, no show and no communication. Both times I had to reach out, not the other way around. When I expressed how disappointed we were with the delays and lack of communication, she didn’t acknowledge or respond at all.

Several weeks later, workers finally came back and corrected the flashing in two spots at the front of the house. However, a week later I realized the back of the house still had a section of flashing that should have been updated to match the front, but wasn’t. At this point, after so many missed appointments and having to inspect every detail myself, I simply don’t have the energy to contact them again. The caulking was also messy, especially around the chimney.

Overall, this job required far too much oversight, follow-up, and chasing on my part. I’m surprised they have such a high rating. Based on the workmanship, communication, and the amount of effort required from me to get even basic things corrected, I would not recommend this company — although Dean himself was excellent.

A

By Amira Z on Nov 25, 2025 Verified by Google

I wish I could rate Principal Roofing in two parts, because our experience was split. Their sales rep Dean deserves 5 stars — he was attentive, knowledgeable, and even improved our home’s venting, which has made a noticeable difference in temperature regulation.

Unfortunately, everything beyond Dean was frustrating. After the crew finished, I noticed a vent was installed completely crooked and the flashing wasn’t done according to the plan Dean had gone over with us. They sent someone named Mike, who admitted the vent was installed wrong and that “new guys” had been on the job. He replaced the vent and attempted to fix the flashing, but it still wasn’t done correctly.

We contacted the owner, Sarah, who told us the crew would return on Tuesday. They never showed up and never called. She later said they would come on Saturday — again, no show and no communication. Both times I had to reach out, not the other way around. When I expressed how disappointed we were with the delays and lack of communication, she didn’t acknowledge or respond at all.

Several weeks later, workers finally came back and corrected the flashing in two spots at the front of the house. However, a week later I realized the back of the house still had a section of flashing that should have been updated to match the front, but wasn’t. At this point, after so many missed appointments and having to inspect every detail myself, I simply don’t have the energy to contact them again. The caulking was also messy, especially around the chimney.

Overall, this job required far too much oversight, follow-up, and chasing on my part. I’m surprised they have such a high rating. Based on the workmanship, communication, and the amount of effort required from me to get even basic things corrected, I would not recommend this company — although Dean himself was excellent.

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Principal Roofing 4.9 out of 5.0 based on 106 user reviews.

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