Foresight
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Written By Jen Graziano, Licensed Funeral Director, Attorney, Founder: RememBar Collection
People often look “outside” to find whatever it is they’re searching for. Whether outside of their living situation to find a new home, outside a relationship situation to find a new partner, or outside a business situation to find a new idea; there’s a human tendency to look outward. The irony is what we’re searching for is so often right in front of our eyes.
On that note, let’s talk about our funeral home(s), not as business entities but rather, the brick and mortars, themselves. In our endless quest to offer something new, are we neglecting to look within to see how we can improve what we already have?
We take for granted walking through our doors each day and going directly to our respective desk, office and chapels. It becomes quite monotonous and the view rarely changes. But there’s an old saying, “even the moon goes through phases,” reminding us that spaces, like the universe, can and should transform. The genius folks over at Disney coined the phrase “reimagine”, every time they change up a ride attraction or hotel on property. They are not expanding the footprint, rather, looking within to enhance what is already there. When was the last time you reimagined your funeral home?
Let’s think about the current trends in funeral service. If we have families opting for less formal visitations in lieu of “life celebrations”, why are we still lining up rows of chairs? Do we have the latest technology in terms of audio/visual equipment? How are we displaying tribute videos during services? More basic than that, when is the last time we painted? Are we still hanging heavy curtains on our windows? Death care professionals need to be keenly aware of our fight to remain relevant in the death care space. We can’t take for granted when the family wants to celebrate a life, they will opt to do so within our walls. We are competing with restaurants, catering halls, country clubs and event spaces. Our facilities need to provide the most optimal environment to memorialize a life. We need an appealing aesthetic in addition to immeasurable conveniences. But in this world, we also need the “wow” factor. This consumer wants an experience, they are looking for the full package. If they have to honor their loved one, they don’t just want four wall with chairs. They want an event, they want all the bells and whistles plus those key extras that they didn’t even know existed. Death care today is far more than how we are caring for the dead, but equally, if not more important, how are we impressing the living.
Passare, a respected software player in the industry, conducted a study on funeral preferences with a group titled, “future funeral arrangers”. This data was gathered in 2024 so we can only imagine that these preferences have gained even more traction in the time since. 55% say it’s okay to have alcohol at a wake or reception. In addition, it was noted that these “future arrangers” believed, “funerals are for the living.” And “a good funeral is marked by the level of laughter.”* What does this tell us? The future funeral consumer wants to be entertained. The future consumer will honor more with laughter than tears. They want to raise a glass and tell a story in celebration of the one they’ve lost. You don’t need rows of chairs, heavy drapery or paneling on the walls for that, but rather, an outstanding event space.
I practiced what I preached as this new year began. I reimagined our lounge area (former smoking room way back in the day) and created an inviting space for food and coffee service. Almost, “cafe style”, if you will, with high top tables and chairs, and the finest selection of brew you’d find in town. The buy in was minimal, the effect was nothing but. Families have now begun to routinely select catering options, which I’m better able to market in this newly spruced up space. The revamping of this old, tired space within my funeral home was nothing short of a “value add”. Now, prior to each arrangement, the family is offered a chance to go to the new “cafe” space, enjoy a cup of coffee and light snack, before meeting their funeral director. While waiting, they browse the information strategically placed on beautiful hanging canvases discussing burial and cremation options and showcasing memorial jewelry, ultimately getting their wheels turning before sitting down to make arrangements. A simple reimagining of an old, stodgy area is having benefits far beyond the visual aesthetic. As my service charges have gone up this year, I’m noticing my families are not focused on the numbers but rather, all they’ve experienced for the price. They are happily satisfied customers.
Regardless of what you can reimagine, just know that somewhere, someplace, right now, right inside your building, there is a space that can be better. There is only so much in terms of new and novelty when it comes to service offerings, but we can always enhance our physical footprint. Our brick and mortar funeral homes remain needed and relevant by making them places where people want to gather.
So take a play from the Disney handbook, sprinkle a little “pixie dust” and reimagine what’s right before your eyes inside your funeral homes. You’ll be pleasantly impressed with the results.