How do I choose which contractor to go with wheb they are all from reliable firms and all offering similar prices and products?

Get written estimates for the exact same work and materials.

Ask for references from similar jobs AND the two last jobs he worked on. CALL the references and ask questions like:

*Did the crew begin work and end work in a timely manner

*Was the contracted price upheld or were there cost overruns. If so, ask why and what for.

*Did they respect your property by using drop cloths or taping off doorways to contain the mess?

*Did they keep your yard clean and leave the premises safe (My contractor cleans up every day).

Unless you follow through with reading reviews and contacting references, then it is a crap shoot as to how things will go. Do your homework.

Look at reviews from people they have worked for. All contactors talk a good game. The reality is often very different.

Things like turning up when they said they would is a good indicator.

How do you know they're reliable firms?

The recommended procedure is to ask for written estimates from all of them. The results may amaze you.

Call your local homebuilder's association and see if there has been any complaints filed against any of them.

In that case I go with the one I feel I can communicate with the best. As they do the project there are always changes, alterations, additions, etc., that have to be discussed. You want the person/people who will listen and communicate back to you.

Draw straws.

its called gambling ie guess people tell lies too remember that