W formation rolling with Roller. Move and point the roller head in the direction your choosing to go, reload with paint, coming back over to the point you from which you started from. This will help to level the painted area, and cover the areas you didn't notice the first time with your eye. Always fill your roller sleeve with a generous amount of paint and roll slowly (prevents spillage), while not pressing too hard on your roller handle. Don't attempt to squeeze every last drop of paint off the roller sleeve, this won't give you the finish you desire. Let the roller do the work. Use an extension pole for the upper portions of the wall to maintain pressure properly. For lower areas remove the extension.
Note - Paints like Benjamin Moore Aura have self levellers built into the paint, so often they require fewer coats to attain the desired finish. Many of the other VALUE lines or mid-range paints may require more coats for good coverage.
But with that in mind we here at New Day Painting will always pass along our deep discounts even from our premium suppliers like www.benjaminmoore.com