For me, when I had a rifle built a little over a year ago, I researched the interweb and got reviews of past customers from a builder that I had been reading about. Then I called them several times and discussed my project and what I had in mind, which was pretty basic. Every time I called them, they were very helpful and always had time to discuss my rifle. They explained the process clearly. So communications was an important factor. Also, the 'plan' never changed along the process. They delivered exactly what they said they would. Wait time was a factor as well. I ordered the parts and had them sent to the builder, which they were good with that. Once they had all the parts, my rifle was ready to ship in less than two weeks. The rifle looks great and shoots even better, so the final product in a timely manner is a big factor for me. Now, I am having them rebarrel my 7 mag. I found a building that I trust, and they have always impressed me as being good guys, so I plan to stick with them: Alamo Precision Rifles in the DFW area