Luke Potter

In most professions, rebranding is almost expected following a change in ownership. In fact, 74% of S&P 100 companies rebrand within seven years of going public. Yet in funeral service, less than 10% of firms undergo a complete rebrand post-sale. Why the difference? Funeral service is deeply rooted in tradition, community trust, and multi-generational legacy. A funeral home’s name is often synonymous with decades of service, compassion, and personal relationships. That intangible value or goodwill, is often one of the most significant assets a buyer acquires. Brand consistency in funeral service is not just about logos or signage, it is about trust. Families associate the brand with people, history, and long-standing reputation. Funeral homes are relationship-driven businesses where perception can materially impact call volume, staff morale, and community confidence. Abrupt or dramatic branding changes can unintentionally show signs of instability […]

When it comes time to sell a funeral home, the headline purchase price often gets the most attention – but how a deal is structured can be just as important as the number itself. Cash at close, seller financing, deferred compensation, earnouts, and equity options each carry their own advantages and tradeoffs. The right structure depends on the seller’s financial goals, risk tolerance, and desire for post-sale involvement, as well what the buyer is seeking to achieve strategically, operationally, and financially through the transaction. Understanding these differences early allows owners to make informed decisions rather than reacting to offers at the eleventh hour. From a financial standpoint, different deal structures can materially impact net present value (NPV). A higher purchase price paid over time may look attractive on paper, but when discounted back to today’s dollars, it can be worth […]

Partnerships in funeral service businesses can be both a strength and a challenge. Shared ownership often begins with aligned goals, but over time, differing visions, unequal workloads, or family dynamics can create tension. These disputes don’t just affect the partners involved – they can damage staff morale, disrupt service quality, and ultimately hurt the reputation of the firm in the community. When disagreements escalate, the consequences can be serious. Prolonged disputes can lead to legal battles, financial strain, and missed opportunities for growth. In some cases, they prevent businesses from pursuing acquisitions, expanding facilities, or even maintaining day-to-day operations smoothly. Too often, owners wait until conflict has boiled over before addressing it, rather than being proactive and putting safeguards in place from the start. The most effective way to avoid destructive disputes is to establish clear rules early. This means […]