By Thomas A. Parmalee
As competition intensifies and consumer behaviors shift, many funeral homes are discovering that doing “business as usual” is no longer enough to sustain call volume — or profitability.
That was the key message from a recent webinar featuring Welton Hong, founder and CEO of Ring Ring Marketing, and Brent Thomas, head of business development for Dead Ringers.
Together, they shared proven strategies to help funeral professionals retain market share, grow revenue per call, and convert more shoppers into families served.
Step One: Defend Your Turf
Before chasing new growth, Hong emphasized the importance of defending the market share you already have.
“Most firms skip this step,” he said. “They focus on getting new business before protecting the calls they’re already getting. You have to defend your turf before you can grow it.”
That means being visible where families are looking — online. Years ago, people reached for the phone book. Today, they turn to Google. Hong noted that searchers don’t typically discover funeral homes through social media. Instead, they rely heavily on Google reviews and the search results page.
Own the Google Results Page
Hong explained that when a potential client searches for funeral homes, they see three key sections on Google:
- Google Ads (Pay Per Click): These appear at the top and bottom of the page. They can be effective for defending your local market — if targeted wisely. “Don’t waste money casting too wide a net,” Hong cautioned. “Shrink your ad spend down to your zip code, city, or even a small radius.”
- Local Services Ads: A newer option for funeral homes, these listings appear above traditional Google Ads. Instead of sending users to your website, a click initiates a phone call directly to your business. “You’re buying leads, not clicks,” Hong said. “These ads are cheaper right now, but probably won’t stay that way. I highly encourage you to run them heading into 2026.”
- Map Listings (Local Pack): Hong called this his “favorite section.” The top three results on the map are driven by three major signals:
- A complete and optimized Google Business Profile (add products, services, and descriptions)
- A steady flow of positive reviews
- Consistent citations across directories that verify your business information
Once those areas are covered, Hong recommended focusing on Search Engine Optimization — making sure your website clearly states who you are, what you do, and what makes you different. “Spend time improving your About page and FAQ section,” he said. “AI tools love Q&A content, and it helps you rank better in search results and even in AI-driven platforms like ChatGPT.”
Grow Revenue Per Call
Even if your call volume stays steady, cremation’s continued rise means revenue per call is likely to drop — unless you take steps to increase efficiency and average sale value.
That’s where Dead Ringers comes in. Thomas said that while firms often talk about call volume, the real goal should be profitability. “At the end of the day, what matters most is net profit,” he said.
Don’t Lose Families on the First Call
Thomas warned that many funeral homes are losing market share not because they lack calls but because they fail to convert callers into clients.
“Every day, we meet families for preneed and at-need arrangements. The bottom of the funnel is the appointment,” he said. “If you don’t gain that appointment on the phone, someone else will.”
Common pitfalls include:
- Judging or dismissing a call too quickly.
- Failing to explore the caller’s real needs.
- Untrained or inexperienced staff.
- Poor transparency and communication.
- No clear value proposition.
Thomas shared that Dead Ringers’ analysis of thousands of funeral home calls shows an average conversion rate of about one-third before training. Most webinar attendees estimated they convert between 33% and 55% of their calls—meaning there’s major room for improvement.
The Power of the Right Greeting
It sounds basic, but the right phone greeting can make or break a call.
“It’s amazing how many times funeral homes miss one of these three elements: a buffer statement, the business name, and your name,” Thomas said. A polished example:
“Thank you for calling Thomas Funeral Home, this is Brent. How may I assist you?”
That’s much warmer than simply answering, “Thomas Funeral Home.”
Dead Ringers has also found that 70% of calls analyzed never included a request for the caller’s name, and 60% didn’t ask for the name of the deceased. “We’re so disconnected sometimes,” Thomas said. “You can’t build trust if you don’t show care.”
He urged funeral professionals to express gratitude during every call. He suggested saying something like, “Thank you for calling us today” — and to close by confirming the phone number, offering to email a price list, and adding both the caller’s and loved one’s names to your CRM for follow-up.
Embrace What Makes You Different
Finally, both speakers encouraged funeral directors to confidently share what sets them apart.
“If you’re the only firm in town that owns a crematory, say so,” Thomas said. “We don’t do enough to communicate the unique value we offer.”
This should appear not only in your marketing materials, but also in your phone scripts and family conversations.
The Road Ahead: Focus for 2026
As firms plan for 2026, Hong advised balancing offline and online efforts, strengthening relationships with hospice providers (which now play a role in over 50% of deaths), and maintaining focus on both defending and expanding market share.
“The tactics will keep changing,” he said. “But the overall journey stays the same: be visible, be responsive, and deliver an experience that families trust.”
Get More Insights from Dead Ringers and Ring Ring Marketing
Dead Ringers and Ring Ring Marketing will both have representatives speaking at “Tech Turbocharge: Digital Tools to Elevate the Deathcare Profession” in Baltimore on Dec. 11. If you enter Promo Code “HALF” at online checkout, you’ll save 50% off your registration(s)! Visit the Tech Turbocharge website to learn more.
