I would try to go visit to see the references' work done, if at all possible, so I could gauge for myself the results. If the work is truly equal, I would do a lot of asking/digging to confirm that they finished on time/within budget/using the appropriate grade materials/with minimal damage and good care to the rest of your house, that they honored warranties, etc. if all that was truly equal, I'd go for price and the one you like and can communicate better with.