Clients of mine can expect a roofer that breaks the sterotypes they may have about roofers. They may think of us in the same regard as a used car salesman. Unfortunately, our industry has earned the reputation of roofing sales guys being more salesmen than actual roofers.  Every word they'll get from me will be the truth, and will be in their best interest. Referrals are what makes my world go around. People respect when I tell them the facts, even to my own detriment. That transparency is what wins me the business and ultimately, referrals from my clients to new clients. That's the same expectation you can set with those you'd refer me to.  Tell them you know an actual honest roofer, and one that's been a roofer for close to 20 years.  I do all of my inspections on video and present to the client a Video Roof Inspection. In the video, I talk through what is(or isn't) wrong with their roof. It's basically bringing the client on the roof with me to discuss the findings, without them having to monkey around on the roof! When you refer me, tell them you know an honest roofer, that will do a Free Video Roof Inspection for them so that they can see the truth about their roof!