There is no question that Cemeteries and Funeral Homes continually need to market and attract new prospects into their doors. But their challenge is to show these prospects how they can meet their personal needs.
In that respect, many funeral homes are doing more to make the final farewell unique.
Funeral homes facing are challenging times. Many families consider the traditional service mundane and overpriced. More of those families are choosing cremation rather than a funeral. The future of funeral homes might depend on showing loved ones other options.
Serenity Funeral Home & Cremation in Oakland Park, Florida put on a poker party to honor the memory of an avid poker player.
According to Brad Zahn, director of the Tillman Funeral Home in West Palm Beach - People are concerned about money. But they also want to provide a memorable send-off to loved ones. "They want more individualistic, less cookie-cutter type of services."
According to any analysis this month by IBIS World, a global market research company, the $15 billion U.S. funeral home industry is expected to grow more slowly than the national economy — 1.5 percent a year versus 2.5 percent from 2010 to 2020.
The analysis goes on to say that "Falling per capita income during the recession and a rising number of crematoriums have hampered industry revenue.” A cremation costs roughly a fifth of a traditional burial: $1,650 vs. $7,300, IBISWorld said.
So, funeral homes are becoming more and more creative and are doing what the family wants them to. Jack Hagin, president of Brooks Cremation and Funeral Services in Fort Lauderdale, recalls one service that involved about a dozen friends and family sailing on a rented yacht and sipping the loved one's favorite gin. "It was 5 p.m. — cocktail time," he said.
While Direct Marketing can get them in the door, it’s the job of the sales professionals to show value to close the sale.