Honesty goes a long way with me. Instead of immediately trying to push me towards a costly re-roofing, Mark suggested a cheaper alternative to get me through the next 5 years. After calling 3 other roofing companies (2 of which didn't call back and the other failed to follow up with an estimate), he came out the next day to give an estimate and then fixed the leak the day after that. Granted it was a small job, but its hard to get roofers to even come out to your house unless they smell big money.
I'll definitely call them back when its time to do the whole roof.