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To strengthen your business and be prepared for changing times, you must accept and embrace innovation. They say hindsight is 20/20, and while no one could have predicted the long-lasting impact the pandemic would have on our businesses, the truth is that most of these “new” marketing trends across the funeral and cemetery professions are actually not that new. Social media has been around. Google Ads were available as an advertising platform. Branding was always crucial, and having a functioning website was the norm. It’s just that, at the time, they were things we’d get around to implementing “eventually.” They were considered “nice to haves.” Now, when it’s vital to connect with client families in every way possible, these “new” trends have now become “need to haves.” I don’t want to bear bad news or be alarmist, but if you […]

Nothing is more confusing to an outsider to this business than the concept of “inventory” in the cemetery business. Inventory is defined by most financial dictionaries as “the entire stock of goods, materials and components, finished and unfinished, of a business.” Therein lies the problem. The definition does not apply to the unique nature of the cemetery business. I have performed almost 1,000 valuations of cemeteries in my career. Routinely, each and every balance sheet of a business will list items as inventory. Some such items of a cemetery will be identified on their balance sheet as inventory. However, not all items that are called inventory by an accountant are, in reality, inventory because the definition is flawed. Cost of Goods Not a Good Measure Inventory is used in accounting as a “Cost of Goods,” but not all “Goods” can […]

Deathcare’s Confusing Terminology Funeral Service is not alone in seeing changes to the terminology we use every day. Just like airline stewardesses have become “flight attendants,” secretaries have become “administrative assistants,” and waiters and waitresses are now “servers,” we have progressed from “undertakers” to “morticians” to “funeral directors” and even “deathcare professionals.” Bodies no longer lie “in repose” or lie “in state.” We prefer “visitations” and “family farewells.” Hearses have become “casket coaches” or “funeral coaches.” “Tombstones” gradually became “monuments and markers.” Today, they are now “cemetery memorials.” We no longer “retrieve the body,” we now “remove the remains.” And for those who feel “remains” sounds too cold and uncaring, they use “bringing the loved one into our care.” We avoid the term “ashes” yet “cremains” never really took hold. The proper term is now “cremated remains.” It is interesting […]

After almost 40 years in the profession, I never questioned the concept of the “size of a cemetery.” I have seen them 40 acres, 200 acres, and even family and church cemeteries that are only 1 or 2 acres. But those were cemeteries initiated 50 years to 200 years ago. As we exist today in 2022, how big will the cemetery of the future be? Cemeteries in the Past The creation of a cemetery was in many ways a requirement for a “town” to become a “city.” As the town wished to be elevated in sovereignty to a city, it needed to have a cemetery. Usually, that cemetery was built at the edge of the town. People would walk, ride their horses and buggies, and (for the past five generations) drive their cars to the edge of town for burial […]

Each year, American Funeral Director Magazine publishes a yearly forecast article where experts and innovators in the funeral and cemetery profession share their predictions for the year ahead. For 2022, they share their visions of the future of cremation, memorialization, technology, what a post-pandemic world looks like, and more. Chris Cruger had the honor this year to be part of this insightful article.  This article originally appeared in the January 2022 issue of American Funeral Director, published by Kates-Boylston Publications, and is being shared with permission. We have included his excerpt below.  You can also download the entire article Chris Cruger on his vision of 2022 I think we’re going to see quite a bit of the same in 2022 that we saw in 2021. Consumer attitudes and behaviors have changed so dramatically through COVID that it has completely shakin’ […]