How to Connect with More Preneed Families

There are more ways than ever to connect with preneed families. The challenge is to find the methods that are effective for your funeral home and community – and implement them well.

During a recent preneed training webinar, I shared several proven methods for earning and retaining a client family’s business. As you read through these ideas, pay close attention to the ones that are a bit outside of your comfort zone. You may find those efforts offer something new that could really resonate with your community and grow your firm’s preneed business.


Aftercare is an important service for every family, every time. There may be situations that don’t fit your typical aftercare program, but each client deserves to hear from you after the service or event. This serves several purposes, including:

  • Gaining feedback so you can quickly correct issues and improve for the future.
  • Finding out what they need and offering additional resources.
  • Sharing information about how you can support clients in the future.

Some components to consider include aftercare kits, text-based aftercare, home visits and direct mail. For resources to help you build out your program with tools like these, contact your Homesteaders account executive.

Community Presentations

Community presentations are a popular way to share information about funeral planning. They’re frequently used because they’re effective for many firms, offering advantages such as:

  • Providing a safe setting for people who want to learn more and ask questions.
  • Allowing you to share your expertise and the value that differentiates your firm.
  • Offering a starting point for people to put their plans in place.

Successful community presentations are designed to meet the needs of your audience. We’ve created several free preneed community presentation kits that include all the materials you need to promote, present and follow up after the event.


If you struggle with asking your client families to share their referrals, you’re certainly not alone. But consider this: 96% of the preneed policy owners we surveyed for our Preneed Motivators report would at least consider recommending prearranging. Asking for referrals helps your firm and your community by:

  • Spreading the word about the exceptional services you provide.
  • Building credibility through the experiences of trusted connections.
  • Affirming your client families’ satisfaction with their decision to prearrange.

One example to help you get started: Offer to speak at groups and organizations connected to your preneed clients. Many groups welcome guest speakers to share beneficial information with their members. Consider creating a “speakers bureau” brochure that explains the types of presentations your firm can offer for these groups. (Contact your account executive for a free template.)

Direct Mail

Direct mail can be an effective part of your firm’s marketing strategy. By using mail to reach potential clients, you can receive benefits such as:

  • Connecting with a highly targeted audience.
  • Providing a personalized invitation to respond to a survey or event invitation.
  • Creating a tangible experience that can help your firm stand out.

You don’t have to start from scratch when developing highly effective direct mail pieces such as approach letters, surveys and event RSVPs. Contact your account executive to learn more about direct mail options.

These are just a few of the topics our training team has covered as part of the Successful Sales Essentials webinar series. Join us for an upcoming webinar to get even more insights that will help you grow your preneed expertise and your business.

Preparing for Veterans Day - October 19, 2021 at 1 p.m. ET. Click to learn more about this webinar series.

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