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Smart Choice Contracting is a roofing company serving Huntington and Long Island, founded in 2018 by Michael Falco. Built on more than two decades of industry experience, the company installs asphalt roofing systems engineered to outlast and outperform, and stands behind every one.
Smart Choice Contracting serves homeowners in Huntington and throughout Long Island, in both Nassau and Suffolk County. Founded in 2018 by Michael Falco, who has worked in the roofing industry since 1999, the company was built on a single principle: do the job right the first time, with quality materials and workmanship that go well beyond industry standards.
Rather than trying to do a little of everything, Smart Choice Contracting focuses on asphalt shingle roofing and does it at the highest level. As an Owens Corning Platinum Contractor, one of only a small number on Long Island, the company builds roofing systems designed to last longer, with fewer problems, than the roofs around them.
The difference between a roof that lasts and a roof that leaks is in the details most homeowners never see. It is exactly where Smart Choice Contracting refuses to cut corners.
Ice and water shield is a rubberized leak barrier for the most vulnerable parts of a roof. Most roofers lay three feet at the gutter line. The company lays six feet on every job, which also meets the code requirement to reach two feet past the home's outside wall. It is why its customers do not call about ice damming.
Shingles contain copper granules, and aluminum flashing reacts chemically and breaks down over time, leaving a chimney with no flashing at all. The company uses copper on every chimney, even though it costs far more, because it will not fail years down the road.
Where a chimney can trap water and snow behind it, the company builds a cricket, a small secondary roof that diverts water away, on every chimney that needs one. Many roofers simply will not.
Nearly every roofer on Long Island uses electro-galvanized nails, which rust out in 12 to 15 years in the salt air and pop the shingles. Smart Choice uses hot-dipped galvanized nails, coated in a thick layer of zinc, that hold far longer, at about two and a half times the cost.
“Do it right the first time, or do not do it at all.”
Michael Falco, Founder
As an Owens Corning Platinum Contractor, one of only a small number on all of Long Island, Smart Choice Contracting can offer coverage that most companies cannot. The Platinum designation is not easy to earn. A company must be established for years, hold a clean record, pass quality inspections, and prove it uses genuine Owens Corning products, checks that many well-known contractors cannot clear.
On its ultimate roof package, the company offers the Owens Corning Platinum Warranty: 100% coverage on materials against manufacturer defects for 50 years, plus a 50-year workmanship warranty that Owens Corning itself stands behind. If a problem ever arises, Owens Corning will repair or replace the roof at no cost to the homeowner, and the coverage transfers to the next owner.
Smart Choice Contracting focuses on asphalt shingle roofing and masters it, rather than spreading across slate, wood shake, and every other trade. The crew could install other roof types, but the company leaves those to the specialists who do them daily, so homeowners get a better result at a better price on the roof Smart Choice has perfected.
“Do you want a general practitioner to perform heart surgery on you, or a heart surgeon? I am the heart surgeon.”
Michael Falco, Founder
That focus is also why 98% of the company's jobs are completed in a single day.
The entire company is organized around one goal: a roof that lasts longer, with fewer problems, than anyone else's. Michael Falco calls callbacks a profit killer, so the company goes above and beyond before one can happen. In more than 1,000 roofs and over seven years in business, exactly one has leaked from something the company did, a fluke that was fixed quickly and has never repeated.
Homeowners know the other story all too well: a roofer who did the job a couple of years ago and now will not return their calls. Smart Choice customers do not live that. If a problem ever comes up, the company handles it, even though 99% of the time it turns out to be an unrelated issue like a chimney or a window.
“I will match anybody's price out there if they are doing everything that I am doing. I have never had to, because nobody does everything that I am doing.”
Michael Falco, Founder
At Smart Choice Contracting, the person who answers the phone is the same person who inspects the roof, builds the estimate, and stands on the property the morning the work begins. Michael Falco is both the owner and the production manager, which is how quality stays consistent across every job. The company keeps overhead low, with no extra offices and no salespeople.
He walks the homeowner through a standard roof package and an ultimate roof package built around their budget and needs. On the morning of the job, the crew arrives around 7:45, every material and color is checked, and the work is walked through with the foreman. He stays until the old roof is off and the plywood is exposed, in case anything needs to be addressed, and before the crew leaves, the homeowner is walked around the property to confirm the cleanup and understand everything that was done.
“I do not sell on price or sales tactics. I sell on educating and building trust. An educated customer is my best customer.”
Michael Falco, Founder
The company's pricing usually lands in the middle of the estimates a homeowner collects, but it delivers more for the money, specifying genuine Owens Corning components rather than the cheapest generic materials a vague estimate allows. It has even lost work by being too honest about what a house truly needs.
Michael Falco has worked in roofing since 1999. He began in sales at a roofing company, where he spent about six years before leaving over the quality of the work. At a second company he learned the trade from the inside, from material ordering to scheduling, and at a third he rebuilt the business almost from scratch, taking it from 10 or 12 roofs a year to more than 200.
Having grown as far as he could working for others, he founded Smart Choice Contracting in 2018 to build roofs the way he had always believed they should be built. That standard has not changed since. He has even earned referrals from homeowners who hired someone else first and later realized they had not made a smart choice.
For Smart Choice Contracting, a finished roof is not the finish line. Success is a homeowner who walks the property afterward and says the roof looks beautiful, the cleanup was spotless, and the crew worked hard, and it is the five-star review that follows. The real proof often comes a year or two later, when a leak that no one else could solve has simply never returned.
On one block in Shoreham, the company helped a homeowner work with their insurance company to cover a new roof in 2020, and has since replaced nearly every roof on that block on the strength of that first customer's referrals. Another homeowner had spent thousands of dollars over six or seven years paying different companies to fix the same leak. Smart Choice diagnosed the real problem, and after a new roof, it never leaked again.
“By far, your crew was the best crew that has ever worked on any of my houses. This was the most pleasurable experience I have ever had working with a contractor.”
A Mount Sinai homeowner, after finding a single stray nail where the roofer next door had left about 60
Smart Choice Contracting is based in Huntington and serves homeowners throughout Long Island, in both Nassau and Suffolk County. Wherever the job is, the same owner answers the phone, builds the estimate, and is on the roof the morning the work begins.
Every roof Smart Choice Contracting builds is made to outlast the others on the block, with fewer problems and a warranty that means you should never have to pay to replace it again. And the estimate always comes from the person who will be standing on your roof.
