Our Family

In April, 1950, Edward Smart began Smart Roofing and Sheet Metal of New Berlin. He taught his two sons, Dale and Roy, the roofer trade. They continued the family tradition and today, Dale Smart continues to roof with his son Dale Smart Jr. Being a family business, Edward passed on a legacy of honesty, integrity, and quality workmanship through both his family life and business practices. Today, Smart Roofing and Sheet Metal of New Berlin is one of the most trusted names in Greater Milwaukee roofing. We are proud to get most of our work through word of mouth referrals, from our many satisfied customers.

Smart Roofing and Sheet Metal of New Berlin is a family owned business, built on a foundation of workmanship and professionalism. We believe we offer a better quality service, and back it with our family’s name. We are certified with all the major roof suppliers, in order to offer you the best price in materials and most qualified workmanship possible.

Our principles

Smart Roofing and Sheet Metal of New Berlin has built itself on the same three principles for the last 60+ years: certification, reputation, and dedication. We’ve built our reputation through our old business practices and personal customer service; because we know what goes around comes around. Every roofer on our crew is a career roofer, and a long-term part of our team. Our Milwaukee roofers are certified to highest level of competence in all the products we install, guaranteeing the best prices, warranties, and installation. No sub-contractors, no temp guys. Smart bids the job and Smart’s going to do the work no matter what.

We recognize that our reputation is not simply an “achievement”, but the result of dedication and consistency. We also believe in making customers for life, which is why we offer roof inspections rather than estimates. Many homeowners replace their roof when it could have been fixed with a simple repair. Don’t settle for a cookie-cutter estimate when we will tell you the exact condition of your roof.

Advantages to Smart Roofing vs our competition

Smart Roofing keeps the process simple. Our focus is to be the best roofing contractor with the best prices, warranties and service.

  1. Price and Product. Smart Roofing uses Quality products that have been proved in the market. We know the realistic longevity of these products and being authorized installers we can offer you the best warranties.
  2. Smart Roofing does not use dumpsters. It is very common that driveways are cracked due to heavy ugly dumpsters. Smart Roofing uses Equipters to haul debris away. This also is a major protector of your landscaping and siding. This is also added bonus because you will not be picking up thousands of nails after completion. We take the roof off and immediately place debris in to Equiptor.
  3. Dale Smart will be on your project making sure it goes according to plan.
  4. Shingles and Debris are recycled and used for your city’s asphalt projects. Not going into landfills
  5. No money down. Smart Roofing only takes payment once project is completed
  6. Best Discounts and price match on comparable projects. Smart Roofing aims to be very competitive.

The Equiptor