Rockweiler Insulation, based in Madison, Wis., specializes in insulating/air sealing new and existing single-family homes. The company was founded 40 years ago by Gary Rockweiler. In 2012, Gary’s daughter Renee Wilson took over the helm as president.

“As a kid peering through the porch window, watching my dad move trucks of insulation on evenings and weekends, I developed a passion for the family business, so joining was the perfect fit for me, and still is,” says Wilson. “Having started with one man and one truck in 1983, Renee saw first-hand the hours and hard work her dad put in and what it took to run a business. 

“My degree in business administration provides a great foundation to meet the challenges of operating a family business,” she says. “Knowing how to use financial statements to spot trends and determine a course of action is invaluable. For example, you can utilize a break-even analysis, conduct a sensitivity analysis, or determine cash flows.”

“We are a second-generation independent insulation contractor that focuses on making homes more comfortable and energy-efficient,” Wilson says. “My father founded our company in 1983 with three things in mind—honesty, integrity and positivity. We insulate new and existing homes and have positioned ourselves as the energy experts in our market.”

Retrofit insulation and remodeling work is definitely on the rise. Many people are seeing their home equity increasing with inflated home values, so rather than try to build or buy a new house, they are using that equity for remodeling projects and staying in their current home. Wilson says the company is also seeing an increase in retrofit insulation work because of poor workmanship from other insulation contractors during the building process. Upgrading attic insulation is an easy way to increase the comfort and energy efficiency, and it usually is more affordable compared to other home improvement projects.

“The biggest challenge for the construction industry is obtaining labor—especially installers—during a time when many people are choosing to work from home,” she says. “Our work cannot be done from home, so figuring out how to make working on job sites attractive to potential workers is a priority.”