I opened the door on the second knock and extended a practiced, firm handshake. My hair was pulled back plainly, clothes were modest, and my face was void of both makeup and smiles. I was ready.
“Keith Allen, KO Insulation” he said. He had already been in touch with a few texts that morning – one to say he was on his way followed by an expected arrival time, and a final courtesy text to say he was about ten minutes away. I had vetted KO Insulation through Yelp, LinkedIn, and HomeAdvisor – good reviews from men AND women, and 39 years of experience in the insulation business. He grabbed his ladder and measuring tape, and put booties over his shoes.
When he entered, he remained focused on the task and listened while I explained the situation, pointing out hot spots on walls and guiding him upstairs to assess my attic. I cannot stress enough how important Keith’s focus and willingness to listen are.
Even when unintentional, if a tradesman’s attention wanders toward the client’s personal belongings, home layout, or signs of others present – it can compromise their credibility and create a sense of unease, especially for women clients. A tradesman’s focus and listening skills matter because they establish trust and a professional dynamic.
I had previously met with a different insulation tech and received a quote almost $6k higher than I was expecting. During the consultation, he had scanned my home, interrupted multiple times, asked if I was married and whether I lived with others. I grew increasingly anxious throughout the consultation and had to repeatedly redirect questions.
In contrast, Keith was clearly a professional, scanning only my attic space and asking only project based questions. During the consultation, we discussed attic temperatures and insulation types (R-values). He intuitively translated highly technical language into layman’s terms when needed, so I could understand and follow along. This also allowed me to ask relevant questions and better understand cost and timelines.
The previous tech had used fear tactics (exaggerated language – “Your attic is REALLY BAD,” head shaking in disapproval, intense tone of voice). He did this as a persuasion tactic, so I would accept his quote of expensive attic access doors, an attic fan, and R-values I did not truly need.
Keith, on the other hand, used an educational approach to discuss my options and patiently answered all of my questions. No fear tactics, no nonsense. He explained the benefit of my existing gable vents and provided context on attic fans, different types of access doors and panels, and code requirements for insulation depths. Together, we identified a solution and plan that would fit my insulation needs. He finished up by taking measurements and was on his way in about 25 minutes. I received a quote shortly after that fit my budget.
The work was completed by a two-man team in a few hours on the scheduled day. Manwell and Keith have been working together for over 20 years, and it shows. Their professional yet friendly dynamic conveys both confidence and expertise, and their ability to anticipate each other’s needs is instinctive, a collaborative effort only partners of twenty+ years could achieve. On their way out, I thanked them, saying they were the first tradesmen in Maryland who had been ethical, professional, and respectful. Keith smiled, and then he shared something I’ll never forget.
He said, “Whenever I do business with a woman, I ask myself – How would I treat this woman if she was my mother?”
That’s probably the most ethical, respectful, glowing example of how all men should behave when doing business with a woman.
Thank you, Keith and Manwell, for being not only excellent and skilled insulation technicians, but also good, respecting men. My house (especially the second floor) finally feels like a home.
Keith Allen (KO Insulation) has been doing business since 1986. His business description is pasted below and listed on HomeAdvisor:
“We are a locally owned and operated company that values honesty and integrity and takes pride in the services we provide to our residential and commercial clients. We provide free estimates, and you will find us to be competitively priced. We look forward to building lasting relationships and guarantee your satisfaction!”
He can be contacted through his Yelp page.
About Sonney Wolfe
Sonney Wolfe is a writer, educator, mother, nona (grandma), and widow. She holds a Master of Arts in English, teaches academic and professional writing for the University of Maryland, and writes features, press releases, blog posts, and personal essays for various news and social media.
Widowed in December of 2019, she soon joined the masses in COVID lockdowns, which deepened her understanding of grief as she witnessed widespread loss, especially among students. Now, she integrates grief support in her college classrooms by addressing pandemic disruptions, community loss, and mental health challenges. Her autobiographical teaching philosophy, born from her own grief journey, provides a platform to share her experiences and support students who have also lost loved ones.
In her professional writing, she sheds light on the human experience of loss and grief, particularly for widows. She explores the complex societal shift they face, transitioning from wives to widows and often single parents. This sudden change forces widows to navigate not only grief, but also a landslide of challenges: income loss, economic strain, relocation, career shifts, altered healthcare needs, and declining mental health.
Her Blog WIM Dispatches (Woman in Motion), https://sonneywolfe.com, chronicles her personal grief journey and advocates for the needs of widows, along with her IG: @WIM_Dispatches – and Facebook page: WIM Dispatches Life After Jay.