Today's families approach funeral preplanning differently than they did even a decade ago. Their decisions are shaped by personal experiences, thoughtful research and longer planning timelines than many funeral professionals realize.
Drawing from the newly released Preneed Motivators report and insights shared during Homesteaders' webinar, Breaking Down the Modern Preneed Buyer: Insights You Haven't Seen Before, featuring Homesteaders’ Courtney Gould Miller and Laurie Covington, this article explores what motivates today's preneed consumers, what's influencing their decisions and what funeral homes can do to build stronger relationships with families long before they walk through your door.
If there's one insight that ties the report together, it's this:
Successful preneed programs aren't built solely on products or pricing. They're built on understanding people.
At a glance.
- Today's preneed buyers spend months or years researching funeral planning before taking action.
- Education is a greater opportunity than persuasion.
- Many families struggle most with simply knowing how to begin.
- Consistent follow-up builds trust and improves future conversions.
- A funeral home's digital presence influences decisions long before first contact.
Who is the modern preneed buyer?
Today's preneed buyers are motivated by personal experiences, family responsibility and a desire to make informed decisions. Many spend time researching online long before contacting a funeral home, making education and relationship-building more important than ever.
As Homesteaders Chief Growth Officer Courtney Gould Miller explains, "One of the biggest takeaways from the research is that the opportunity for growth is larger than many funeral homes realize. The challenge isn't that families don't see value in preneed planning — it's that many simply don't know it's an option or haven't been educated about its benefits.”
Rather than asking how to convince families to preplan, Courtney encourages funeral homes to focus on reaching more families with the right education before they have an immediate need.
Key Takeaways:
- Buyers value education before making decisions.
- Awareness is a larger barrier than interest.
- Long-term relationships support sustainable growth.
What motivates families to preplan?
Research from our eighth edition Preneed Motivators report shows that while there are important life events that impact funeral preplanning, there isn't one universal event that leads families to act. Instead, planning decisions often develop over time through a combination of life experiences, changing priorities and increased awareness.
Families plan to protect the people they love.
The strongest motivations for preplanning continue to center around reducing future burden, protecting family members and ensuring loved ones aren't left making difficult decisions alone. Conversations that begin with empathy rather than products are more likely to resonate with today's consumers.
Many prospective buyers aren't ready immediately.
The report highlights that deciding to preplan doesn't always translate into immediate action. Many consumers spend months — or even years — considering their options before completing arrangements.
That means consistent follow-up, educational resources and ongoing communication can have a meaningful impact on future conversions.
The hardest part is simply getting started.
Interestingly, families often report that the hardest part of the planning process isn't choosing services or discussing finances. It's simply knowing how to begin.
Laurie Covington, Chief Strategy and Innovation Officer, believes funeral homes can dramatically reduce that uncertainty.
"Research indicates that seniors are regularly using YouTube, more than Facebook actually. How might they use that channel to provide videos on what the planning experience looks like? This could potentially demystify the 'how to begin' challenge,” said Laurie. “In addition, the Preneed Motivators research also indicates that one in three people who preplan have no prior funeral planning experience. A video explaining that experience would also be helpful."
Why does a funeral home's digital presence matter more than ever?
Consumers increasingly begin their funeral planning journey online, researching and forming opinions about price, cremation options and funeral providers.
"Today's families often form their first impression of a funeral home long before making a phone call. They're visiting websites, reading reviews, looking at obituaries and evaluating whether the funeral home feels approachable, professional and compassionate,” explained Courtney.
That makes clear website content, educational resources and helpful answers to common questions an essential part of today's preneed strategy.
"Ultimately, your digital presence should reflect the same compassion and professionalism that families experience when they walk through your doors,” Courtney added.
Key Takeaways:
- Your website is often your first impression.
- Educational content builds trust.
- Digital and in-person experiences should feel consistent.
How nurturing leads drives long-term growth.
Perhaps the biggest lesson from this year's research is that funeral homes shouldn't measure success only by immediate appointments or signed contracts.
"For me, it's the reminder that awareness is the biggest opportunity,” said Courtney. “Many families haven't had anyone explain what preneed is, why it matters or how it can benefit them, but funeral homes have countless opportunities to introduce families to the value of planning ahead."
That insight becomes even more important when you look at how long many families spend considering their options before making a decision.
"The finding that most surprised me was the length of time between when people decide to prearrange and finally completing the transaction,” Laurie shared. “About a third of people are waiting more than two years. It’s so valuable to know that as we think about how to connect with prospective buyers … and how long to connect with them. I've spoken with several people who, as a result of that knowledge, plan to go back and reconnect with older leads."
Rather than viewing an unconverted lead as a missed opportunity, Laurie encourages funeral homes to think differently.
"Funeral homes and preneed agents should maintain a continued connection with their leads. Rather than writing off, so to speak, the family that hasn't yet converted to preneed, keep connecting with them until they're ready,” added Laurie.
Ongoing communication isn't just about staying connected. Changing how you communicate with leads — shifting from selling to nurturing — may be one of the biggest opportunities for funeral providers looking to grow their preneed programs.
Key Takeaways:
- Awareness is one of the greatest opportunities for growing preneed.
- Many families spend months or even years considering preplanning before taking action.
- Consistent education and relationship-building keep your funeral home top of mind until families are ready.
- Long-term nurturing often leads to stronger results than focusing solely on immediate conversions.
- Every interaction should help build trust, reduce uncertainty and reinforce your value.
Practical ways to strengthen your preneed program.
Our research points to several practical ways funeral professionals can strengthen their preneed programs today.
1: Match your message to a family's readiness.
Families are at different stages of readiness. Provide education early, guidance during active consideration and continued support for those who need more time.
2: Simplify the first step.
Reassure families that planning begins with a conversation — not a commitment. Messages such as "We'll walk you through it" or "You don't need to have every answer before you begin" help reduce anxiety and encourages families to take that important first step.
3: Continue nurturing relationships.
Don't assume silence means disinterest.
Whether through newsletters, educational emails, aftercare programs, community events or periodic personal outreach, remaining visible allows your funeral home to stay top of mind until families are ready.
4: Treat every interaction as a future opportunity.
Every at-need service, aftercare conversation and educational event helps shape future perceptions of your funeral home. When families experience compassion, professionalism and ongoing support, they're more likely to return for preneed planning — and recommend your funeral home to others.
5. Turn consumer insights into action.
Today's consumers aren't necessarily harder to reach. They simply expect something different.
The latest Preneed Motivators research reinforces that families want trusted guidance, clear education and meaningful relationships long before they're ready to make arrangements. Funeral homes that invest in those connections today will be better positioned to serve families tomorrow.
Want to explore the research in greater detail? Watch our on-demand webinar, Breaking Down the Modern Preneed Buyer: Insights You Haven't Seen Before, and download the free eighth edition Preneed Motivators report to discover additional findings that can help strengthen your preneed strategy.
*This blog, including incorporated links, is not intended to be legal advice. Homesteaders recommends consulting with your own legal counsel for any questions or concerns you may have regarding the topics discussed in this post.
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