Nicole Vullo

For decades, funeral homes and cemeteries built their reputation the traditional way: one family at a time. A meaningful service led to a recommendation. A recommendation led to another family. Word-of-mouth became the foundation of growth. That hasn’t changed. What has changed is where those conversations are taking place. Today, your reputation isn’t just built in your community. It’s built online. Before a family ever picks up the phone, they’ve likely searched Google, visited your website, compared your competitors, and read your reviews. In many cases, they’ve already formed an opinion about your business before you’ve had the opportunity to speak with them. The first impression no longer happens when a family walks through your front door. It happens on a screen. Reputation Is a Business Asset Many owners think of reputation as a marketing issue. It’s much bigger than […]

We recently had an internal conversation at Foresight about social media in the funeral and cemetery profession. Not about hashtags. Not about algorithms. Not about chasing engagement. About management. Because the issue isn’t whether a funeral home is “good at social media.” The issue is whether its digital presence reflects how the business is actually run. That distinction matters. Digital Presence Is Now Operational Families research before they call. Adult children compare options online before speaking to a director. Buyers review digital presence during diligence. Lenders look at executive visibility and market positioning. Recruits assess culture and professionalism through social channels long before submitting an application. Digital presence has moved out of the marketing department. It now sits squarely in the realm of operational perception. And perception influences value. A dormant Facebook page doesn’t just suggest “we’re busy.” It suggests […]

When most people hear the word “branding,” they picture a logo, a website, or maybe a color scheme. But in the funeral and cemetery profession, branding runs much deeper. A strong brand isn’t just what you look like, it’s how you make people feel. It’s the trust you inspire in families, the reputation you carry in your community, and the reason generations return to you in their times of need. Recently, I had the opportunity to lead a training session on Branding Fundamentals in Funeral and Cemetery Services, and the conversation highlighted just how critical branding is for long-term success in our profession. Branding vs. Marketing: Knowing the Difference One of the biggest misconceptions is that branding and marketing are the same thing. They’re not. Branding is your foundation: the “what” and “why” behind your business. Marketing is the “how.” […]