Meet the Founders: Bill Green & Aaron
25 combined years of hands-on roofing craftsmanship across Greater Edmonton. We founded Better Choice Roofing with one unwavering principle: the owners who bid your job are on your roof completing it.
Why We Started Our Own Roofing Company
For years, Bill Green and Aaron worked inside large, high-volume roofing operations in Greater Edmonton and regional Alberta. Throughout that tenure, we saw firsthand how massive companies operate: rush installations, cut corners on underlayment and starter strips, and hand jobs off to transient subcontracted crews under crushing quota pressure.
We refused to let craftsmanship take a back seat. When homeowners trust a contractor with their largest asset, they deserve complete transparency, premium materials, and direct accountability.
"At Better Choice Roofing, we don't have salespeople who have never driven a roofing nail. We don't subcontract your roof to the lowest bidder. When you hire us, Bill and Aaron are physically on your roof with the crew from tear-off to final magnetic sweep."
That owner-operated commitment means our clients receive predictable timelines, honest communication, and roofs engineered to endure Alberta’s severe freeze-thaw cycles, high prairie winds, and hail.
High-Volume Subcontracting vs. Founder-Led Craft
See why hands-on owner oversight delivers an entirely different structural outcome for your residential roof.
Volume & Subcontractors
- ✕Commission Sales Reps: Sales reps sell the job, pocket a commission, and never step foot on your roof during installation.
- ✕Subcontracted Crews: Jobs handed off to anonymous subcontractors paid per bundle—incentivizing speed over longevity.
- ✕Cut Corners on Details: Over-driven nails, misaligned starter shingles, and compromised flashing under strict time pressure.
- ✕Rushed Cleanup: Nails left hidden in lawns and garden beds, putting children, pets, and vehicle tires at risk.
- ✕Unresponsive Callbacks: Finger-pointing between salesperson and crew when leaks emerge next winter.
Founder-Led Craftsmanship
- ✓Bill & Aaron Personally Inspect: We inspect your roof, explain solutions honestly, and supervise every step.
- ✓In-House Dedicated Installers: Hand-nailed precision where needed, accurate nail depth, and proper 6-nail high-wind fastening patterns.
- ✓Architectural Integrity: Heavy-gauge valley flashing, synthetic underlayment, and balanced attic ventilation.
- ✓Triple Magnetic Sweep: Multi-pass magnetic sweeps protect kids, pets, and car tires from dangerous stray nails.
- ✓Direct Warranty & Accountability: No middleman. You have direct cell phone access to founders Bill and Aaron.
Our Core Values
How Bill, Aaron, and our team approach every estimate, valley, dormer, and clean-up across Alberta.
Integrity First
Honest pricing, no pressure, and no hidden upsells. Just straight talk and dependable craftsmanship from owners who respect your hard-earned investment.
Detail-Obsessed
From starter strip alignment and valley flashing to nail depth and daily magnetic sweeps, the fine details are what keep water out for decades.
Timeline Commitment
Our vision is to be the best quality installers while strictly respecting your time and agreed schedules. We arrive prepared and finish decisively.
Safety & Accountability
Full Workers' Compensation Board (WCB) coverage, active liability insurance, and full fall-arrest compliance on every single pitch.
We Treat Your Home Like Our Own Family Lives Under It
When Bill and Aaron step onto your roof, they inspect every square inch with master-level scrutiny. We install high-performance architectural asphalt shingles designed to endure hail, driving rain, and sub-zero freeze-thaw cycles without failure.
Work Directly with Experienced Roofing Professionals
No high-pressure sales reps. Just Bill and Aaron providing honest advice, free on-site inspections, and precision installations built to endure.