In the competitive world of insurance sales, a successful preneed strategy starts with one critical step: securing the appointment. And in today’s world, getting confirmed face time with a lead isn’t as easy as it seems. Between unreturned calls and no-shows — not to mention general scheduling challenges with lives revolving around a calendar jam-packed with activities and obligations — and it can feel like a never-ending uphill battle. But with the right strategies, you can turn appointment setting from a pain point into your power move.
Whether you’re a seasoned professional or just getting started on your preneed strategy, here are six practical ways to boost your appointment-setting success:
1. Know Your Audience and their connection to you
Not all leads are created equal! It makes a difference whether someone engages with you through a digital marketing campaign, community event, referral or as a walk-in. Knowing the source of their interest helps guide your communications approach.
Once you know more about their background, try segmenting them into categories — like at-need follow-ups, lunch and learn attendees or general website inquiries. This will give you a better understanding of their preneed knowledge and their familiarity with your funeral home, so you can meet each person where they are in their journey. When you match your messaging to their motivation, you’re already a step ahead.
2. ASK QUESTIONS AND LEAD WITH EDUCATION, NOT A SALES PITCH
Let’s face it — no one wants to be “sold to,” especially when it comes to sensitive topics like planning your own funeral. In today’s landscape, old-school cold calls and pushy sales pitches just don’t cut it (but really, did they ever?). Instead, families expect you to provide empathy, clarity and value from your very first interaction.
Instead of shaking hands and launching into your familiar, 30-second elevator speech, rattling off a well-rehearsed laundry list of features and pricing, start by learning more about them and their motivation to preplan. Ask questions about their experience with advance funeral planning — like how they first learned about preneed and what they already know (or think they know!) about it. Don’t forget that once you ask the questions, sit back and listen.
Once you’ve learned more about them, you get to share the benefits preplanning offers families! By leading with positivity and addressing concerns they might have, you’ll naturally help them feel more comfortable with you and position yourself as a valuable resource. When families feel like they’re being taken care of and informed, they’re far more likely to engage.
3. PERSONALIZE YOUR APPOINTMENT SETTING
A one-size-fits-all method to appointment setting might sound efficient, but let’s be honest — it rarely works. Use what you know about the family to personalize your approach — such as their familiarity with preplanning, past experiences with your funeral home, their age or current life stage. A younger adult may respond to benefits like having the funeral planning process completed to their preferences, while an older adult might care more about locking in today’s prices. Someone with children may be more concerned about providing peace of mind while someone without children might be more interested in easing any financial burden on their next of kin.
Each person’s motivation to preplan can differ, so it’s important to learn their ‘why’ and tailor your message to their needs.
4. SIMPLIFY THE SCHEDULING PROCESS
Don’t make them jump through hoops to book time with you. Offer flexible appointment options —whether that’s over the phone, a virtual meeting or in-person over coffee. Consider using an online appointment scheduling tool like Calendly to eliminate unnecessary back-and-forth communications. Regardless of which method you find works best for you, make sure the process is quick and easy for them. The easier it is, the more likely they’ll follow through.
5. Don't forget to follow up
Timing matters. A warm lead can go cold quickly without intentional and timely follow-up. Create a follow-up cadence that’s consistent but not intrusive — consider sending a text reminder the day before your appointment and a quick check-in phone call if they miss it or ask to reschedule. Always make sure you send a thank you following your meeting, whether that’s a handwritten note or something as simple as a text or email. Taking a few minutes to share how much you valued their time — and to remind them you’ll be there when they’re ready to plan —goes a long way in reinforcing the value that preplanning provides.
6. measure and refine your approach
What gets measured, gets managed. Start tracking your outreach efforts: How many calls or emails convert to appointments? Which messages get more responses? Are no-shows a trend on certain days of the week or happen more often when it’s a virtual meeting? By tracking and identifying these trends, you’ll start to discover where your effort makes the most impact and can adjust accordingly.
Another way to gain valuable insight is to ask for feedback. Whether that’s sending out a short, informal survey or through questions asked in a follow-up phone call, giving families the opportunity to provide a brief recap of their experience can provide useful information that you can use to tailor your approach moving forward.
Once you’ve gained feedback, use it to tweak your process and focus your energy where it counts. Small adjustments can make a big impact over time.
Preneed appointment setting doesn’t have to be a numbers game — it can be a relationship-building opportunity. By understanding your audience, delivering value and making the process easy, you’ll not only increase bookings but also build lasting trust with families in your community. With a blend of empathy, preparation and smart communication, you can dramatically improve your appointment setting success rate — and ultimately help more families plan ahead with confidence.
If you’re looking for additional tools or support to enhance your appointment-setting efforts, contact your Homesteaders account executive — we’re here to help you thrive.
