Dignified Inbound

Many American funeral homes that have been open for 100+ years 𝘰𝘧𝘵𝘦𝘯 𝘴𝘦𝘳𝘷𝘦 𝘭𝘦𝘴𝘴 𝘵𝘩𝘢𝘯 10 𝘧𝘢𝘮𝘪𝘭𝘪𝘦𝘴 𝘱𝘦𝘳 𝘮𝘰𝘯𝘵𝘩.

𝗕𝘂𝘁 𝗵𝗼𝘄 𝗶𝘀 𝗶𝘁 𝘁𝗵𝗮𝘁 𝗯𝗿𝗮𝗻𝗱 𝗻𝗲𝘄 𝗳𝘂𝗻𝗲𝗿𝗮𝗹 𝗵𝗼𝗺𝗲𝘀 𝗰𝗮𝗻 𝗴𝗼 𝗼𝗻 𝘁𝗼 𝘀𝗲𝗿𝘃𝗲 𝟭𝟬𝟬+ 𝗮𝘁-𝗻𝗲𝗲𝗱 𝗳𝗮𝗺𝗶𝗹𝗶𝗲𝘀 𝗶𝗻 𝘁𝗵𝗲𝗶𝗿 𝗳𝗶𝗿𝘀𝘁 𝗳𝗲𝘄 𝗺𝗼𝗻𝘁𝗵𝘀 𝗼𝗳 𝗼𝗽𝗲𝗻𝗶𝗻𝗴 𝘁𝗵𝗲𝗶𝗿 𝗱𝗼𝗼𝗿𝘀?

My observation is that many of the smaller traditional funeral homes simply haven't adapted to how families are now choosing their care providers.

Let's face it, families are less loyal than they used to be. Especially when you consider the cremation market. This makes relying on your brand name to do the heavy lifting harder each year.

I've broken down what some of the fastest growing funeral homes in America are doing to stay ahead into a blueprint.

𝗙𝗼𝗹𝗹𝗼𝘄 𝘁𝗵𝗲 𝗹𝗶𝗻𝗸 𝘁𝗼 𝗳𝗶𝗻𝗱 𝗼𝘂𝘁 𝗺𝗼𝗿𝗲: https://dignifiedinbound.com/mini-c-lander

𝗙𝘂𝗻𝗲𝗿𝗮𝗹 𝗛𝗼𝗺𝗲 𝗢𝘄𝗻𝗲𝗿𝘀, in 2026 if a family doesn't know who to call... they Google.

If you're not in the top 3 position inside of Google Maps when they search "𝘧𝘶𝘯𝘦𝘳𝘢𝘭 𝘩𝘰𝘮𝘦 𝘯𝘦𝘢𝘳 𝘮𝘦"... then you're not getting called.

You can accurately check where you appear on Google Maps across your local area, see the report (image) for an example of the reports we run before our calls.

𝘋𝘰 𝘵𝘩𝘦 𝘤𝘰𝘮𝘮𝘶𝘯𝘪𝘵𝘺 𝘦𝘷𝘦𝘯𝘵𝘴, 𝘧𝘪𝘯𝘥 𝘳𝘦𝘧𝘦𝘳𝘳𝘢𝘭 𝘱𝘢𝘳𝘵𝘯𝘦𝘳𝘴, 𝘮𝘢𝘬𝘦 𝘴𝘶𝘳𝘦 𝘺𝘰𝘶𝘳 𝘸𝘰𝘳𝘥 𝘰𝘧 𝘮𝘰𝘶𝘵𝘩 𝘱𝘳𝘦𝘴𝘦𝘯𝘤𝘦 𝘪𝘴 𝘴𝘰𝘭𝘪𝘥. 𝘛𝘩𝘪𝘴 𝘪𝘴 𝘵𝘩𝘦 𝘧𝘰𝘶𝘯𝘥𝘢𝘵𝘪𝘰𝘯, 𝘵𝘢𝘬𝘦𝘴 𝘺𝘦𝘢𝘳𝘴 𝘣𝘶𝘵 𝘪𝘵'𝘴 𝘵𝘩𝘦 𝘣𝘢𝘴𝘦 𝘰𝘧 𝘢 𝘧𝘶𝘯𝘦𝘳𝘢𝘭 𝘩𝘰𝘮𝘦.

But if you've been around for years and have never even bothered to optimize your Google Maps presence then you're doing your community an injustice. They simply can't find you.

𝗪𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼 𝘁𝗼 𝘀𝗵𝗼𝘄 𝘂𝗽 𝗮𝘁 𝘁𝗵𝗲 𝘁𝗼𝗽:

𝗦𝘁𝗲𝗽 𝟭, Get a report like the one highlighted below [don't check your phone to find out where you are, that's not accurate]

𝗦𝘁𝗲𝗽 𝟮, Follow the steps in the guide below to ensure you have your Google Business Profile setup right

𝗦𝘁𝗲𝗽 𝟯, Make sure you're getting at least 1 new review every single month (that's the minimum)

Do this, you'll be miles ahead of the competition that are still stuck doing things like it's 1999. Honestly, the bar is low.

𝗛𝗲𝗿𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗴𝘂𝗶𝗱𝗲 𝘁𝗼 𝗼𝗽𝘁𝗶𝗺𝗶𝘇𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗚𝗼𝗼𝗴𝗹𝗲 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗣𝗿𝗼𝗳𝗶𝗹𝗲: https://dignifiedinbound.com/post/google-business-profile-cremation-map-pack

If you want to get a report like the one shared below, you can head over to brightlocal.com and run this yourself.

If you don't have time to be messing around with all this, we can produce one for you.

𝗧𝗼 𝘀𝗲𝗲 𝘄𝗵𝗮𝘁'𝘀 𝗶𝗻𝗰𝗹𝘂𝗱𝗲𝗱 + 𝗚𝗲𝘁 𝗬𝗼𝘂𝗿 𝗙𝗿𝗲𝗲 𝗚𝗼𝗼𝗴𝗹𝗲 𝗠𝗮𝗽𝘀 𝗥𝗲𝗽𝗼𝗿𝘁 𝗯𝗼𝗼𝗸 𝗮 𝗰𝗮𝗹𝗹 𝗵𝗲𝗿𝗲: https://dis.dignifiedinbound.com/sp/fa34681c9a5

dis.dignifiedinbound.com

Your 𝗙𝘂𝗻𝗲𝗿𝗮𝗹 𝗛𝗼𝗺𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗽𝗲𝗿𝘀𝗼𝗻 sends a monthly Google report. You look at the numbers... You have no idea what any of it really means. 😅

You see: Impressions. Clicks. CTR. CPC. It's like reading a foreign language 𝘄𝗵𝗲𝗻 𝘆𝗼𝘂 𝗷𝘂𝘀𝘁 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗸𝗻𝗼𝘄 𝗶𝗳 𝗳𝗮𝗺𝗶𝗹𝗶𝗲𝘀 𝗮𝗿𝗲 𝗳𝗶𝗻𝗱𝗶𝗻𝗴 𝘆𝗼𝘂.

But Here's What Actually Matters:

Those marketing stats are helpful for your marketing person to track. They need to watch the cost per click (CPC), click through rate (CTR), and all those metrics to optimize your campaigns.

𝗬𝗼𝘂 𝗷𝘂𝘀𝘁 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗸𝗻𝗼𝘄 𝗼𝗻𝗲 𝘁𝗵𝗶𝗻𝗴 𝘁𝗵𝗼𝘂𝗴𝗵: ROAS (Return on Advertising Spend). What did you invest? What did you get back?

𝗧𝗵𝗲 𝗢𝗻𝗹𝘆 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀 𝗬𝗼𝘂 𝗡𝗲𝗲𝗱 𝘁𝗼 𝗔𝘀𝗸:
"𝘏𝘰𝘸 𝘮𝘶𝘤𝘩 𝘥𝘪𝘥 𝘸𝘦 𝘴𝘱𝘦𝘯𝘥 𝘰𝘯 𝘢𝘥𝘴 𝘵𝘩𝘪𝘴 𝘮𝘰𝘯𝘵𝘩?"
"𝘏𝘰𝘸 𝘮𝘶𝘤𝘩 𝘳𝘦𝘷𝘦𝘯𝘶𝘦 𝘤𝘢𝘮𝘦 𝘧𝘳𝘰𝘮 𝘧𝘢𝘮𝘪𝘭𝘪𝘦𝘴 𝘸𝘩𝘰 𝘧𝘰𝘶𝘯𝘥 𝘶𝘴 𝘵𝘩𝘳𝘰𝘶𝘨𝘩 𝘵𝘩𝘰𝘴𝘦 𝘢𝘥𝘴?"
"𝘞𝘩𝘢𝘵'𝘴 𝘰𝘶𝘳 𝘳𝘦𝘵𝘶𝘳𝘯 𝘰𝘯 𝘪𝘯𝘷𝘦𝘴𝘵𝘮𝘦𝘯𝘵?"

Let your marketing person worry about all the other marketing acronyms. That's their job.

𝘠𝘰𝘶𝘳 𝘫𝘰𝘣 𝘪𝘴 𝘬𝘯𝘰𝘸𝘪𝘯𝘨 𝘸𝘩𝘦𝘵𝘩𝘦𝘳 𝘵𝘩𝘦 𝘮𝘰𝘯𝘦𝘺 𝘺𝘰𝘶'𝘳𝘦 𝘴𝘱𝘦𝘯𝘥𝘪𝘯𝘨 𝘪𝘴 𝘣𝘳𝘪𝘯𝘨𝘪𝘯𝘨 𝘪𝘯 𝘮𝘰𝘳𝘦 𝘮𝘰𝘯𝘦𝘺 𝘵𝘩𝘢𝘯 𝘺𝘰𝘶'𝘳𝘦 𝘪𝘯𝘷𝘦𝘴𝘵𝘪𝘯𝘨.

If your marketing person can't show you a clear return, they're either not tracking it or hoping you won't ask. 😅

𝗦𝗼 𝘄𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝗮 𝗴𝗼𝗼𝗱 𝗥𝗢𝗜 𝗹𝗼𝗼𝗸 𝗹𝗶𝗸𝗲 𝗳𝗼𝗿 𝗳𝘂𝗻𝗲𝗿𝗮𝗹 𝗵𝗼𝗺𝗲𝘀? 𝗙𝗶𝗻𝗱 𝗼𝘂𝘁 𝗵𝗲𝗿𝗲:

Are Google Ads Worth It for Funeral Homes? The Real ROI Numbers Wondering if Google Ads work for funeral homes? We compare real ROI numbers, costs vs traditional investments, and show what affects your returns.

There are two types of 𝗙𝘂𝗻𝗲𝗿𝗮𝗹 𝗛𝗼𝗺𝗲 𝗢𝘄𝗻𝗲𝗿𝘀 that exist in America. 🧡

Which one sounds like you?

𝗧𝗵𝗲 𝗖𝗼𝗻𝘀𝗲𝗿𝘃𝗮𝘁𝗶𝘃𝗲

Does everything themselves. Wears every hat. Relies on the local paper, radio, a Facebook post here and there. Occasionally gets a Google review every few months.

Most new business comes from past families, hospice referrals, and word of mouth. Referrals are great - but they put the growth of your business in someone else's hands.

Case numbers jump around. There's no real control over the trajectory.

On average, this owner serves about 5% more families each year. But with cremation taking over and inflation sitting at 2%+, they're working harder than ever and taking home less.

Time off? Rarely. The business runs because they show up every single day.

𝗧𝗵𝗲 𝗜𝗻𝘃𝗲𝘀𝘁𝗼𝗿

Has a capable team and real systems in place. The business doesn't fall apart when they leave.

Inquiries come in from multiple sources - not just referrals. They've been burned by bad marketing before, but they kept going until they found a channel that works. They understand that advertising isn't an expense when done right. It's an investment.

These funeral homes grow 15%+ year on year. Reviews keep flowing in. Business moves forward even when the owner steps back.

This owner takes time off. They work on the business, not just in it.

𝗧𝗵𝗲 𝗽𝗼𝗶𝗻𝘁?

Most owners start in the conservative camp - and that's completely fine. The goal over time is to slowly move toward the investor mindset.

Not because the conservative archetype is bad. But because staying there forever often leads to burnout.

After speaking with 100+ funeral home owners, this pattern shows up again and again.

Where are you right now? And where do you want to be?

𝗙𝗶𝗻𝗱 𝗼𝘂𝘁 𝗺𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 "𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗼𝗿" 𝗳𝘂𝗻𝗲𝗿𝗮𝗹 𝗵𝗼𝗺𝗲 𝗼𝘄𝗻𝗲𝗿 𝗱𝗼𝗲𝘀 𝗵𝗲𝗿𝗲: https://dignifiedinbound.com/post/funeral-home-owners-peer-connections-growth

The One Thing Funeral Home Owners Who Grow Fast Have in Common Fast-growing funeral home owners share one habit that struggling owners don't. Here's the pattern we keep seeing across successful funeral homes.

Funeral home owners - a family arrived at your website last night, they looked around and then left without you even knowing...

They saw your homepage.

They stared at the menu with all of its options.

The blog, the obituaries, the about us...

They're distressed. Someone just died. They have one question: "𝘊𝘢𝘯 𝘐 𝘵𝘳𝘶𝘴𝘵 𝘵𝘩𝘪𝘴 𝘧𝘶𝘯𝘦𝘳𝘢𝘭 𝘩𝘰𝘮𝘦 𝘵𝘰 𝘩𝘦𝘭𝘱 𝘮𝘦 𝘵𝘰𝘯𝘪𝘨𝘩𝘵?"

They couldn't find the answers on your website within 10 seconds. So they hit back and called someone else.

𝗬𝗼𝘂 𝗻𝗲𝘃𝗲𝗿 𝗲𝘃𝗲𝗻 𝗸𝗻𝗲𝘄 𝘁𝗵𝗲𝘆 𝘄𝗲𝗿𝗲 𝘁𝗵𝗲𝗿𝗲.

Your website was overwhelming, so they left to visit a competitor.

Read the article to learn more about the website alternative that at-need families prefer:

https://dignifiedinbound.com/post/why-your-funeral-home-is-losing-cremation-calls-at-midnight-and-how-one-simple-page-fixes-it

Why Your Funeral Home Website Is Losing Cremation Calls (And How One Simple Page Fixes It) Websites vs landing pages for funeral homes.

I joined a call with a 𝗳𝘂𝗻𝗲𝗿𝗮𝗹 𝗵𝗼𝗺𝗲 𝗼𝘄𝗻𝗲𝗿 over in North Carolina earlier in the week.

She shared that after managing her own Google Ads (PPC) for 17 years that she had finally passed the responsibility over to an agency to help her out.

After quizzing her she wasn't entirely happy with the results, but she was acquiring new families for less than $200 in advertising budget.

𝗜 𝘁𝗼𝗹𝗱 𝗵𝗲𝗿 𝘁𝗵𝗶𝘀 𝘄𝗮𝘀 𝗮 𝗿𝗲𝗮𝗹𝗹𝘆 𝗴𝗼𝗼𝗱 𝗿𝗲𝘀𝘂𝗹𝘁, but she said it was only good for a burial family, not cremation as they only charged $1400.

She shared that for the corporate chain up the street that charges 3X what she does, the $200 might be considered good, but at her price point it didn't feel like a win.

In the world of online advertising, 𝗵𝗲 𝘄𝗵𝗼 𝗰𝗮𝗻 𝗮𝗳𝗳𝗼𝗿𝗱 𝘁𝗼 𝘀𝗽𝗲𝗻𝗱 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝘁𝗼 𝗮𝗰𝗾𝘂𝗶𝗿𝗲 𝗮 𝗳𝗮𝗺𝗶𝗹𝘆 𝘄𝗶𝗻𝘀. Google Ads is an auction, you bid to get to the top of the page.

If the corporates charge 3x more, then they can prob spend 3x more to acquire a family. That's the reality.

In situations such as this, I suggest going back to the drawing board and assessing your pricing structure. Maybe there is more value that you could be offering to families to increase the compensation you receive?

I get tired when funeral home owners tell me "all families care about is price", some families yes, but not all of them. Otherwise there would be no corporate chains charging 3X, right?

𝗔𝗻𝘆𝘄𝗮𝘆, 𝘀𝗼 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂 𝗰𝗮𝗻 𝗴𝗲𝘁 𝗰𝗹𝗲𝗮𝗿 𝗼𝗻 𝘄𝗵𝗮𝘁 𝗴𝗼𝗼𝗱 𝗿𝗲𝘁𝘂𝗿𝗻 𝗼𝗻 𝗶𝗻𝘃𝗲𝘀𝘁𝗺𝗲𝗻𝘁 𝗹𝗼𝗼𝗸𝘀 𝗹𝗶𝗸𝗲 𝗳𝗿𝗼𝗺 𝗚𝗼𝗼𝗴𝗹𝗲 𝗮𝗱𝘀, 𝗿𝗲𝗮𝗱 𝘁𝗵𝗲 𝗮𝗿𝘁𝗶𝗰𝗹𝗲 𝗯𝗲𝗹𝗼𝘄:

Are Google Ads Worth It for Funeral Homes? The Real ROI Numbers Wondering if Google Ads work for funeral homes? We compare real ROI numbers, costs vs traditional investments, and show what affects your returns.

𝗙𝘂𝗻𝗲𝗿𝗮𝗹 𝗵𝗼𝗺𝗲 𝗼𝘄𝗻𝗲𝗿𝘀 - More and more at-need families search online to find support, but which search engines should you be most focused on?

Here's the full picture:

🥇 𝗚𝗼𝗼𝗴𝗹𝗲 - 𝗦𝘁𝗮𝗿𝘁 𝗵𝗲𝗿𝗲. 𝗙𝘂𝗹𝗹 𝘀𝘁𝗼𝗽.
Around 90% of all searches happen on Google. When a family is searching "cremation near me" at midnight in a panic, they're almost certainly on Google. Google Ads and your Google Business Profile are your two highest-priority marketing assets.

🥈 𝗚𝗼𝗼𝗴𝗹𝗲 𝗠𝗮𝗽𝘀 / 𝗟𝗼𝗰𝗮𝗹 𝗣𝗮𝗰𝗸 - 𝗗𝗼𝗻'𝘁 𝗼𝘃𝗲𝗿𝗹𝗼𝗼𝗸 𝘁𝗵𝗶𝘀 𝗼𝗻𝗲.
This is technically Google, but it works differently. When someone searches "funeral home near me," Google shows a map with 3 local listings before the regular results. If you're not in that map pack, you're losing calls to whoever is. Your Google Business Profile directly affects this.

🥉 𝗕𝗶𝗻𝗴 - 𝗪𝗼𝗿𝘁𝗵 𝗶𝘁 𝗮𝘀 𝗮 𝘀𝗲𝗰𝗼𝗻𝗱 𝘀𝘁𝗲𝗽.
About 9% of searches. Runs Yahoo and AOL results too, so one campaign covers three platforms. The average user is older — 45 to 65+ — which lines up well with families arranging funeral and cremation services. Costs less per click than Google in most markets.

𝗗𝘂𝗰𝗸𝗗𝘂𝗰𝗸𝗚𝗼 - 𝗟𝗼𝘄 𝗽𝗿𝗶𝗼𝗿𝗶𝘁𝘆 𝗳𝗼𝗿 𝗻𝗼𝘄.
Privacy-focused, growing slowly. Younger demographic. Not where at-need families are searching today.

𝗩𝗼𝗶𝗰𝗲 𝗦𝗲𝗮𝗿𝗰𝗵 (𝗦𝗶𝗿𝗶, 𝗔𝗹𝗲𝘅𝗮, 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝘀𝘀𝗶𝘀𝘁𝗮𝗻𝘁) - 𝗪𝗼𝗿𝘁𝗵 𝗸𝗻𝗼𝘄𝗶𝗻𝗴 𝗮𝗯𝗼𝘂𝘁.
More families are asking their phone or smart speaker for local services. These results pull from Google and Bing. If you're ranking well on both, voice search largely takes care of itself.

𝗔𝗜 𝗦𝗲𝗮𝗿𝗰𝗵 (𝗖𝗵𝗮𝘁𝗚𝗣𝗧, 𝗣𝗲𝗿𝗽𝗹𝗲𝘅𝗶𝘁𝘆, 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗜 𝗢𝘃𝗲𝗿𝘃𝗶𝗲𝘄𝘀) - 𝗧𝗵𝗲 𝗼𝗻𝗲 𝘁𝗼 𝘄𝗮𝘁𝗰𝗵. 🧡
This is new territory but it's moving fast. These tools pull answers from websites, reviews, and directories — so if your website has clear information, good reviews, and shows up in directories, you're already better positioned than most.

The simple rule for funeral homes:
📋 Win Google first.
📋 Add Bing once Google is working.
📋 Let everything else follow.

𝗧𝗼 𝗹𝗲𝗮𝗿𝗻 𝗺𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝘄𝗵𝗮𝘁 𝘀𝗲𝗮𝗿𝗰𝗵 𝗲𝗻𝗴𝗶𝗻𝗲 𝘆𝗼𝘂 𝘀𝗵𝗼𝘂𝗹𝗱 𝗳𝗼𝗰𝘂𝘀 𝗼𝗻 𝗿𝗲𝗮𝗱 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗮𝗿𝘁𝗶𝗰𝗹𝗲 𝗵𝗲𝗿𝗲:

Which Search Engines Actually Matter for Funeral Home Marketing? Not all search engines are equal for funeral homes. Find out which ones drive real calls from at-need families, and where to focus your marketing budget first.

So what is 𝗗𝗶𝗴𝗻𝗶𝗳𝗶𝗲𝗱 𝗜𝗻𝗯𝗼𝘂𝗻𝗱 about?

This isn't about ads or software. It's about making the hardest process anyone ever goes through just a little bit easier.

Our job is to connect reputable funeral homes with at-need families looking for support. Without the family member having to jump through hoops, deal with frustrating business processes or experience unnecessary stress.

We're here to remove the friction from the most difficult transaction an individual will ever have to complete in their life time.

The industry is changing, we're here to make sure that ethics and human connection are maintained throughout this shift.

𝗠𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝘂𝘀 𝗵𝗲𝗿𝗲: https://dignifiedinbound.com/post/what-dignified-inbound-stands-for

Our Philosophy: What Dignified Inbound Stands For Dignified Inbound exists to remove barriers between grieving families and the compassionate care they need. Here's what we stand for—and why it matters.

𝗙𝘂𝗻𝗲𝗿𝗮𝗹 𝗵𝗼𝗺𝗲 𝗼𝘄𝗻𝗲𝗿𝘀: When's the last time you actually listened to one of your team's calls with a family? 📞

If the answer is "𝘐 𝘥𝘰𝘯'𝘵 𝘳𝘦𝘮𝘦𝘮𝘣𝘦𝘳" you might be losing families (and hurting your brand) without realizing it.

Here's what happens when you don't review calls:

We worked with a funeral home that was turning 60% of their incoming calls into families in their care.

Strong numbers. They trusted their team. They assumed the process was being followed.

So they stopped reviewing calls. They stopped checking in on follow-up. They stopped measuring what was actually happening on the phone.

Six months later, their sales rate 𝘥𝘳𝘰𝘱𝘱𝘦𝘥 𝘵𝘰 30%.

That's half the revenue they were making six months ago. And twice as many families going to a competitor.

𝗕𝘂𝘁 𝗵𝗲𝗿𝗲'𝘀 𝘁𝗵𝗲 𝗵𝗮𝗿𝗱 𝗽𝗮𝗿𝘁:

This isn't just about numbers. It's about families who called during one of the worst moments of their lives, and didn't feel cared for enough to move forward.

And it's about your team, who might be struggling on calls and don't even realise it.

Without listening, you can't support them. And you can't know what families are actually experiencing when they reach out to you.

𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝘁𝗼 𝗳𝗶𝘅 𝗶𝘁:

𝗦𝘁𝗲𝗽 𝟭: Block time in your calendar. Every week if you can. Every two weeks minimum.

𝗦𝘁𝗲𝗽 𝟮: Pick one call at random. Different funeral director each week. Keep it fair and consistent.

𝗦𝘁𝗲𝗽 𝟯: Listen to the entire call and take notes. What would you have said differently? Where did they do well? Where did they lose the family?

𝗦𝘁𝗲𝗽 𝟰: If the call was really rough, bring that funeral director in. Don't ambush them, ask what they think they could have done differently first. Then listen to the call together, pausing where it matters. Coach them through it.

That's it. One call a week keeps you connected to what's actually happening when families call.

This isn't just about revenue.

𝘐𝘵'𝘴 𝘢𝘣𝘰𝘶𝘵 𝘮𝘢𝘬𝘪𝘯𝘨 𝘴𝘶𝘳𝘦 𝘦𝘷𝘦𝘳𝘺 𝘧𝘢𝘮𝘪𝘭𝘺 𝘨𝘦𝘵𝘴 𝘵𝘩𝘦 𝘤𝘰𝘮𝘱𝘢𝘴𝘴𝘪𝘰𝘯𝘢𝘵𝘦, 𝘱𝘳𝘰𝘧𝘦𝘴𝘴𝘪𝘰𝘯𝘢𝘭 𝘴𝘦𝘳𝘷𝘪𝘤𝘦 𝘵𝘩𝘦𝘺 𝘥𝘦𝘴𝘦𝘳𝘷𝘦 𝘸𝘩𝘦𝘯 𝘵𝘩𝘦𝘺 𝘯𝘦𝘦𝘥 𝘪𝘵 𝘮𝘰𝘴𝘵.

And it's about supporting your team so they can show up confidently for the families who need them.

The families calling you are comparing providers. That first phone call is where they form their impression of you.

Interested in learning how some of the fastest growing funeral homes review their team's calls?

𝗔𝗰𝗰𝗲𝘀𝘀 𝗼𝘂𝗿 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆 𝗯𝗹𝘂𝗲𝗽𝗿𝗶𝗻𝘁 𝗵𝗲𝗿𝗲: https://dignifiedinbound.com/mini-c-lander

P.S - the call review process comes in video 5

𝗙𝘂𝗻𝗲𝗿𝗮𝗹 𝗛𝗼𝗺𝗲 𝗢𝘄𝗻𝗲𝗿𝘀: Your competitors' Google reviews are free market research. Families are literally telling you what they want and don't want in a funeral home. 🔍

Here's exactly how to use AI to analyze them in about 20-30 minutes.

𝗦𝘁𝗲𝗽 𝟭: 𝗖𝗼𝗹𝗹𝗲𝗰𝘁 𝘁𝗵𝗲 𝗿𝗲𝘃𝗶𝗲𝘄𝘀

Go to Google and search for your top 3 competitors. Open their Google Business profiles. Copy and paste their reviews into a Doc. Aim for at least 50-100 reviews total.

𝗦𝘁𝗲𝗽 𝟮: 𝗨𝘀𝗲 𝗔𝗜 𝘁𝗼 𝗮𝗻𝗮𝗹𝘆𝘇𝗲 𝘁𝗵𝗲𝗺

Go to ChatGPT.com (it's free). Paste all the reviews you collected. Then use this prompt:

"Analyze these funeral home reviews and tell me:
1) The top 5 things families complain about most,
2) The top 5 things families praise most,
3) What specific staff qualities or behaviors families mention,
4) Any opportunities you see for a competing funeral home based on these patterns."

The AI will read everything and give you clear patterns in seconds.

𝗪𝗵𝘆 𝘁𝗵𝗶𝘀 𝗶𝘀 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁:

Families in your community are telling you exactly what influences their funeral home decisions. 𝗔𝗜 𝗷𝘂𝘀𝘁 𝗵𝗲𝗹𝗽𝘀 𝘆𝗼𝘂 𝗵𝗲𝗮𝗿 𝗮𝗹𝗹 𝗼𝗳 𝘁𝗵𝗲𝗺 𝗮𝘁 𝗼𝗻𝗰𝗲 𝗶𝗻𝘀𝘁𝗲𝗮𝗱 𝗼𝗳 𝗿𝗲𝗮𝗱𝗶𝗻𝗴 𝗳𝗼𝗿 𝗵𝗼𝘂𝗿𝘀.

𝗙𝘂𝗹𝗹 𝗯𝗿𝗲𝗮𝗸 𝗱𝗼𝘄𝗻 𝗼𝗳 𝘁𝗵𝗶𝘀 𝗽𝗿𝗼𝗰𝗲𝘀𝘀 𝗵𝗲𝗿𝗲: https://dignifiedinbound.com/post/how-to-analyze-competitor-google-reviews-funeral-home