PRENEED MOTIVATORS

Helping People Design a

Better Farewell, Benefitting
Those They Love

NEW 6TH EDITION

Preneed
Motivators
Learn the real reasons why consumers
make advance funeral plans.

EXCLUSIVE RESEARCH FROM

HOMESTEADERS LIFE COMPANY
 EXCLUSIVE RESEARCH FROM HOMESTEADERS LIFE COMPANY PRENEED MOTIVATORS

What You’ll Learn from

Preneed Motivators

There’s no question that the coronavirus pandemic has had a profound impact on RESEARCH TO SUPPORT LONG-TERM SUCCESS
funeral service. Despite the conditions that restricted gatherings and made adaptation a Homesteaders’ policy owner study reinforces that funeral planning continues
necessity, our profession demonstrated tremendous resilience and creativity in not only to be highly valued and frequently recommended. By investing in ongoing
meeting these challenges, but also improving service to families through technology and research like the information you’ll find in Preneed Motivators, Homesteaders
other new offerings that will benefit your businesses and communities for years to come. ensures our organization and the funeral professionals we serve are better
positioned to meet the needs of client families long into the future.
This makes it even more gratifying to present the results of our latest policy owner
survey in the sixth edition of Preneed Motivators. We’re pleased to share that, among
many other findings that we’ll detail in the following pages, we learned that preneed INSIGHTS THAT BECOME MEANINGFUL ACTION
funeral planning continues to earn high satisfaction among people who prearrange. Funeral professionals have relied on our research for many years,
In fact, nearly all (98%) of the policy owners responded that they were “completely” or not only to understand preneed consumers’ perceptions and
“very” satisfied with their decision to prearrange. Plus, a surprising percentage of them motivations, but also for insights and suggestions on how to act on
plan to recommend this action to someone else – refer to page 20 to find out more. that data. We’re proud to offer many solutions to help you connect
with families in meaningful ways and with relevant messages.
Homesteaders’ extensive research efforts help us understand your needs
and those of the families you serve and assist us in improving the products DATA TO DRIVE DECISION-MAKING
and services we provide and the tools we offer to help position your funeral It’s important to Homesteaders and our funeral home
home for success. Keep reading to learn more about what this report can customers to back up business decisions with data on consumer
offer for you, and the next steps that will help you achieve your goals. demographics, buying habits and more. In this report, you’ll gain
an understanding of preneed consumer decision-making that
you can continue to develop with local market research.

Homesteaders provides many additional articles,

research reports, training materials and more that can Access these free resources and
help funeral professionals serve more families who want connect with even more solutions.
2 to plan a better farewell, benefitting those they love.

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Contents
PART 01
What You Should Know About
People Who Prearrange
Discover insights about the
demographics and behavior of
preneed policy owners to help you
better understand the people who
are most likely to prearrange.
4 Introduction
5 Many Believe 70 to 84 Is the
“Right” Age Range to Prearrange
6 Many Have Prior Funeral
Planning Experience
7 Most Use the Internet
8 Many Who Prearrange Are
Widowed Individuals
9 Few Who Prearrange Indicate
No Religious Affiliation
3
PRENEED MOTIVATORS
PART 02 PART 03
What Happens When People What People Experience During
Consider Prearranging and After Prearranging
Learn about changes in consumer Find out about policy owners’
decision-making and how your firm prearrangement conferences and their
can better connect with members of level of satisfaction with their decision
your community through effective to prearrange – plus how they feel
messaging and meaningful services. about referring others to do the same.
10 Introduction 16 Introduction
11 Many Learned About Prearranging 17 Getting Started Is the Most Difficult Step
From Someone Else 18 Most Prearrange at the Funeral Home
12 Losing a Loved One Is the 19 Preneed Satisfaction Is Very High
Top Reason to Plan Now
20 Those Who Prearrange Are
13 It Can Take a While Between Likely to Recommend It
Decision and Action
14 Most Only Consider One Funeral Home
15 Cremation Is Often Chosen METHODOLOGY & SOURCES
Because It’s Easier for the Family
21 Methodology and Other Sources
22 Additional Resources
23 Reference Guide
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 EXCLUSIVE RESEARCH FROM HOMESTEADERS LIFE COMPANY PRENEED MOTIVATORS

What You Should Know About

PART People Who Prearrange
01 Introduction
An effective marketing strategy begins with data – and for funeral service leaders, this
means making a comprehensive study of the demographics and characteristics of
your market. Although there is no substitute for a report on the specific communities
you serve, the insights we’ve collected from policy owners are a good starting point for
understanding the attributes of people who are likely to make advance funeral plans.
Homesteaders’ policy owner survey includes demographic and behavior-related
questions to help identify and better serve your current and potential client
families. In this chapter, you’ll get answers to questions such as:
As a next step after reading this section, we encourage you to take a closer look at your
own service areas by requesting a thorough market analysis through Homesteaders
Solutions. Your customized report will explore many important demographic data points
and behavioral attributes unique to your community. Our services are all focused on helping
you serve more families, which means we work with you to turn those insights into action
that drives growth for your business and higher satisfaction for your client families.
Learn more about
Homesteaders Solutions.

W ha t d o so m e p o l i cy ow n e rs
c o nsi d e r t o b e t h e “righ t ” a ge ra n ge
t o m a ke a d v a nc e f u n e ra l pla n s?

H o w d o p r e n e e d p o licy ow n e r
d e m o g r a p h i c s d i f f e r f rom t h e
ge ne r a l p o p u l a t i o n?

H o w d o p r e n e e d p o licy ow n e rs u se
t he i nt e r ne t , a n d w h a t doe s t h is
m e a n f o r my m a r ke t in g st ra t e gy ?

4
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 EXCLUSIVE RESEARCH FROM PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What You Should Know About People Who Prearrange

PART Many Believe 70 to 70 to 84 is the “right” age to prearrange based on respondents who
indicated they prearranged because they finally reached the right age.

01 84 Is the “Right” Age

Range to Prearrange 23% 23%

19%
A key factor in many policy owners’ decision to
prearrange (covered in greater detail on page 12) is
that they feel they have finally reached the “right” age
to plan. To better understand consumers’ perceptions 13%
about the ideal age range to preplan, we analyzed the 11%
ages of those who cited age as a primary motivator.
8%

The respondents’ profile information indicates that

many policy owners believe ages 70 to 84 constitute 4%
the “right” age range to put funeral plans in place.
While other motivators may play a role in this decision, 0%
it’s important to know your potential client families’
perspectives when it comes to the timing of their <60 60-64 65-69 70-74 75-79 80-84 85-89 90+
arrangements so you can plan for effective methods Age Range
of reaching them with relevant messaging.
POTENTIAL OPPORTUNITY
A c c ordi n g to t h e Ce nt e r s
for D i s eas e Co n t r o l a n d Seniors lag the general population when it comes to internet usage, A demographic analysis from Homesteaders Solutions can identify specific
P rev en t i on ( CD C) , l i f e which means that a marketing mix that includes direct mail may be worth opportunities in your service area and provide insights about where
expec tan c y i n t he Un i t e d considering when promoting preneed in your community. Despite the to focus your budget. Then, we can help you implement proven, highly
S t ates was 7 7.3 ye a r s lower overall rate of internet usage, you also shouldn’t discount the value targeted marketing campaigns to help you leverage those opportunities.
in 2 0 2 0 – do w n f r o m of digital marketing for seniors. According to a report by the Pew Research
7 8 . 8 y ears in 2 0 1 9. 1 Center, 61% of people ages 65 and up own smartphones.2 Many policy
owners use the internet to complete a variety of activities – refer to page 7 Learn more about
for more details and insights. Homesteaders Solutions.

5
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 EXCLUSIVE RESEARCH FROM PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What You Should Know About People Who Prearrange

PART Many Have Prior Have you ever helped plan someone else’s
funeral or memorial service?

01 Funeral Planning
Experience
2019 2021
Your client families’ previous experiences with
funeral service can have a significant impact on 50% 49%
their understanding of and perceptions about
what you offer, including preneed. Those who
previously planned a funeral are likely to have a
30% 32%
more realistic view of the many tasks that this
involves – and thus more likely to appreciate the
20% 20%
value of being able to complete them in advance.

Most policy owners (about 69%) have planned a

funeral prior to prearranging. Nearly half (49%)
of respondents have helped plan someone else’s
memorial or funeral services after the death Yes, Prior to Death Yes, After Death No
occurred, and this scenario is even more common
among women. The respondents’ likelihood of
having no prior experience with planning someone POTENTIAL OPPORTUNITY
else’s funeral or memorial services is significantly
higher among people who choose cremation. People who have already experienced the value of your services are among those do they allow those families to share their memories during what,
who are most apt to recognize the benefits of planning ahead. It’s important to for many, can be a difficult time, but they also allow you to share
cultivate those relationships by staying in contact with your client families and prearranging to remove burdens from loved ones in the future.
Th ere are of t e n 1 2 5 t a sk s offering them additional support and opportunities to remember their loved one.
( or m ore) th a t m u st b e
c om pl eted s ho r t l y a f t e r Visit the Homesteaders Blog for tips
This is one of many reasons why holiday memorial service events are
s om eon e die s . A l i st o f t h e se and resources related to planning
such an important part of many funeral homes’ offerings. Not only
t as ks i s av ai l a b l e f r o m t he a holiday event.
Hom es teade r s M a r ke t i ng O r d e r S yst e m
an d c an be s ha r e d w i t h c l i e n t f a m i l i e s .
6
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 EXCLUSIVE RESEARCH FROM PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What You Should Know About People Who Prearrange

PART Most Use For what kind of activities, if any, do

you use the internet?

01 the Internet
2013 2015 2017 2019 2021
Most preneed policy owners use the internet
Significantly higher
for entertainment and to complete a variety of 59% 61%
for people who did not
tasks . This tracks with data from other sources 54% choose cremation.
51% 53%
showing that while it is less likely for people ages 46% 46%
49%
47%
45%
65 and up to use the internet than younger age 42%
40%
43%
37%
groups, it is still a common activity for most. 35% 36%
32% 32% 30% 31% 30% 29%
27% 28%
25%
Email remains the most often mentioned 22% 22% 22%
24% 24%
22% 22%
19%
task, with 61% of preneed policy owners 18%

stating that they use the internet for this

purpose. More than half of respondents (53%) 5% 4%
1%
use the internet to search for information.
Online shopping has increased among Email Information Shopping Online Social Games Other N/A
policy owners, with 45% stating they do this Search Banking Media
compared with 35% in our 2019 survey.
POTENTIAL OPPORTUNITY
In t ern et u s a ge h a s se e n si g n i f i c a nt
in c reas es am o n g se ni o r c i t i z e ns . I n The coronavirus pandemic accelerated changes in how consumers make buying at-need funeral services. This solution, which has surpassed $12 million in funeral
decisions and complete purchases. As more people become comfortable sales,4 leverages existing funeral home websites to help make it easier for families
2 0 2 0 , 7 5 % of se n i o r s sa i d t he y u se
with purchasing goods and services online, it’s important for your firm to to make funeral arrangements. People who do not complete the entire process
t h e i n t ern et – u p f r o m 6 3 % be ready to meet the changing expectations of today’s consumers. become highly qualified, quick converting leads that your staff can follow up with.
ju s t fiv e y ea r s p r i o r. 3
We continue to grow the number of families served through eFuneral, the
groundbreaking online lead generation and sales platform for preneed and
Learn more about eFuneral.

7
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 EXCLUSIVE RESEARCH
HOMESTEADERS EXCLUSIVE
FROMRESEARCH PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What You Should Know About People Who Prearrange

PART Many Who Prearrange What is your

marital status?

01 Prearrange
Are Widowed are
Widowed Individuals
Individuals
2013 2015 2017 2019 2021 U.S. Census
Statistically significant compared to U.S. Census.
Phase of life and family makeup are important 57%
55% 54% 55%
factors in the preneed decision-making process. 52%
Preneed policy owners are significantly more likely 45%
46%
to be widowed than the general population. In fact,
25% of respondents were widowed individuals,
compared with only 6% of the general population. 31%
29%
25% 27%
25%
21%
Just 21% of preneed policy owners identified themselves 17% 18% 19%
17%
as “not married,” while nearly half (46%) of the general
population said the same. This increased likelihood of being 6%
married or widowed ties into some of the motivators for
prearranging that we’ll cover in greater detail on page 12.
Married Widowed Not Married
Th e perc en t a ge s o f m a r r i e d ,
wi dowed an d n o t m a r r i e d
in div idu al s h ave r e m a i ne d POTENTIAL OPPORTUNITY
rel ati v el y s t a b l e o v e r t he p a st
fi v e pren eed p o l i c y o w ne r su r v e ys . Aftercare services are an important way your firm can provide assistance and help Our award-winning program – staffed with live text message responders – creates
extend relationships with client families. Funeral professionals may choose from a a meaningful dialogue with families in the first 12 months after their loss. The
large selection of aftercare offerings depending on the needs of their community. average partner funeral home earns 16 five-star reviews within the first week7
and 97% of partner funeral homes are ranked #1 in their market on Google.8
Text-based aftercare from Homesteaders Solutions is an excellent example of the
effectiveness of aftercare programs in increasing preneed sales opportunities.
Learn more about text-based aftercare
through Homesteaders Solutions.

8
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 EXCLUSIVE RESEARCH
HOMESTEADERS EXCLUSIVE
FROMRESEARCH PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What You Should Know About People Who Prearrange

PART Few Who

Many Who To what religious denomination,
if any, do you belong?

01 Prearrangeare
Prearrange Indicate
No Religious
Widowed Affiliation
Individuals Statistically significant compared to U.S. population.

U.S. Population
2013 2015 2017 2019 2021
In recent years, an increasing percentage of the general (2020 Pew Forum)
population has started identifying themselves as Catholic 26% 23% 22% 24% 23% 21%
religiously unaffiliated – a group of people who are
sometimes referred to as the “nones.” However, consumers Protestant 46% 48% 49% 47% 45% 42%
who prearrange are significantly more likely than the
general population to indicate a religious affiliation. Buddhist 0.4% 0.1% 0.3% 0.2% 1%
Jewish 1% 2% 0.2% 1.2% 1%
Firms can benefit from cultivating meaningful
relationships with religious leaders in the community. At Other 18% 17% 18% 21% 13% 7%
the same time, it’s important to recognize the preferences
of the growing number of those who do not identify with No Affiliation 11% 11% 8% 8% 9% 28%
any religious groups and offer creative memorialization
options that meet their needs.

Jus t 9 % of po l i c y o w ne r s
in dic at ed t h e y h ave n o
rel i g i ous aff i l i a t i o n,
c om pared w i t h 2 8 % o f
t h e U. S . pop u l a t i o n . 5
POTENTIAL OPPORTUNITY
A robust community presentation program can help you share your services Homesteaders’ community engagement kits offer all the resources you need
with those who are most likely to be interested in them. Consider developing a to plan, promote and present information about advance funeral planning.
speaking program that connects your staff members with groups at religious
organizations in your area.
Download these free kits on the
Homesteaders website.

9
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 EXCLUSIVE RESEARCH FROM HOMESTEADERS LIFE COMPANY PRENEED MOTIVATORS

What Happens When People

PART Consider Prearranging
02 Introduction
Consumer decision-making continues to evolve as our industry shifts to adapt to the
digital age. We asked policy owners to tell us more about their motivations for prearranging
and why they decided to make advance funeral plans when they did. We hope you
can use this information to better identify and communicate with the consumers
who are most likely to be receptive to the benefits of advance funeral planning.

Since Homesteaders began collecting this information in 2013, the data has continued to
affirm that consumers believe advance funeral planning is a powerful gift. When considering
prearranging, most policy owners learn about preneed from someone who has already
prearranged. Many choose prearrangement due to the recent death of a family member or friend.
A consumer’s experiences and surroundings influence their decision-making, which is why your
firm must stay top of mind throughout potential preneed clients’ journeys to prearrange.

The survey results in this section present several opportunities for your firm to
consider when determining how to grow your preneed program, from taking a new
approach to aftercare programs to discussing cremation options with the families
you serve. We encourage you to explore these opportunities to identify new ways
for your firm to connect with more preneed families in your community.

10
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 EXCLUSIVE RESEARCH FROM PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What Happens When People Consider Prearranging

PART Many Learned About How did you first find out
about prearranging?

02 Prearranging From
Someone Else 2017 2019 2021
Significantly
higher for married
individuals.
56% 54%
Mos t pol ic y o w ne r s l e a r n a b o u t p r e n e e d
47% Significantly higher
from s om eo ne w h o ha s a l r e a d y p r e a r r a n ge d for widowed
or di rec tl y fr o m a f u ne r a l p r o f e ssi o na l . This individuals and
finding reinforces the importance of word-of-mouth those who did not
marketing for your preneed business – an element that choose cremation.
can help secure the future success of your funeral home. 22% 21%
18% 17%
13% 15%
People trust those they know, and trust drives 12%
8% 9%
consumer decision-making. Generating 7%
4% 3% 3%
word-of-mouth referrals from your existing customers 1% 1% 2%
increases potential new preneed clients’ level of
confidence in your business, which can lead to a steady, Knew Heard About It Saw / Heard Ad Recommended by Attended Learned About It Other
cyclical stream of preneed opportunities for your team Someone From Funeral Attorney / Doctor Presentation on the
to educate and support until these individuals are ready Who Had Done It Professional / Etc. Internet
to prearrange (covered in greater detail on page 20).
POTENTIAL OPPORTUNITY
Provide ongoing value for your existing and potential preneed clients and friends. You can incentivize them to attend by offering a door prize
by hosting regular lunch-and-learn events at your funeral home or or entering their name into a drawing for each guest they bring. Lunch
a local restaurant. Lunch and learns offer a casual and informative and learns also help you recognize and thank your existing customers in
setting for you to share about the benefits of advance funeral planning, person and have an instant connection when introducing yourself to their
answer questions and provide resources to those who attend – all family members and friends – your potential preneed opportunities.
while enjoying a great meal with members of your community!
Contact your account executive to learn
Because most policy owners learn about preneed from someone who more about developing an effective
has already prearranged, invite your existing customers to attend the
lunch-and-learn program.
lunch and learn and encourage them to bring their family members
11
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 EXCLUSIVE RESEARCH FROM PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What Happens When People Consider Prearranging

PART Losing a Loved One What was the main reason you decided to
make these plans now?

02 is the Top Reason

to Plan Now Significantly higher for women, those with prior
planning experience and widowed individuals.
Friend / Family Member Recently Died 22%
Finally Reached Right Age 13% Significantly higher for Leading Edge Boomers and the Silent Generation
Finally Comfortable with Idea 12% (see page 23) and those with no prior funeral planning experience.
Th e rec en t d e a t h o f a f a m i l y m e m b e r o r
Finally Had Money To Do It 10% Significantly higher for men.
fri en d i s t h e t o p r e a so n p o l i c y o w ne r s
c h oos e t o pr e a r r a nge. Losing a loved one is one Spouse Wanted To Do It 9% Significantly higher for men.
of the most challenging times a person will face, but Finally Knew Arrangements I Wanted 6% Significantly higher for Leading Edge Boomers.
they don’t need to go through this experience alone. Know Someone Who Did It 4%
For your at-need families, use this time to comfort Recently Prepared / Updated My Will 3%
them and share resources surrounding managing grief Have a Serious / Terminal Illness 3%
and the benefits of advance funeral planning. After the
Needed To Reduce My Assets 2%
service, stay in touch with these families regularly.
Recently Worked on Estate Planning 2%
An aftercare program is a great way to continue supporting Mail or Call Urged Me To Do So 2%
families during their time of grief, all while keeping your Fear of COVID-19 0%
funeral home top of mind. And unlike other preneed Other 13%
lead generation efforts, you have no competition with
aftercare – you already have established a relationship
and level of trust with the family, which allows you to POTENTIAL OPPORTUNITY
position your funeral home as a valuable resource.
Follow up with the families you serve in a way that’s convenient for them: text with an aftercare specialist. The average partner funeral home earns 16
messages. Text-based aftercare from Homesteaders Solutions seamlessly five-star reviews within the first week,7 and 97% of partner funeral homes are
integrates with your aftercare program to increase preneed sales opportunities. ranked #1 in their market on Google.8 Aftercare programs like this allow you
Our award-winning program – staffed with live text message responders – creates to continue the conversation with families after the funeral and increase your
a thoughtful dialogue with families in the first 12 months after their loss. online reputation and visibility for more preneed and at-need opportunities.

98% of text messages are read within 90 seconds of being sent.6

Learn more about text-based aftercare
Skilled service specialists interact with families on your behalf, so the benefits through Homesteaders Solutions.
they receive reflect positively on you and your business. Families who engage
12 with the program tend to provide positive online reviews after interacting

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 EXCLUSIVE RESEARCH FROM PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What Happens When People Consider Prearranging

PART It Can Take a While How much time passed between when you first thought
about prearranging and when you filled out the paperwork?

02 Between Decision
and Action 2013 2015 2017 2019 2021

It c an take u p w a r d s o f t w o ye a r s a f t e r
fi rs t c on s i de r i ng p r e a r r a nge m e n t f o r m a ny
Significantly higher
c on s um ers t o c o m p l e t e a n a d v a nc e f u ne ra l Significantly higher for for married
pl an . Why? Consumers need a reason to act. Even after people who choose individuals.
learning that advance funeral planning is an option, cremation and those
with no prior funeral
if there’s no driving force pushing potential preneed planning experience.
clients to prearrange, they will likely put this decision on
the back burner. When they’re ready, your funeral home 30% 29%
25% 25% 27%
needs to be the first provider that comes to mind. 20% 18% 18% 18% 18%
17% 17% 19% 17% 19% 17% 14% 16% 14% 14%
15% 13% 13%
13% 12%
Staying top of mind means meeting your consumers 8% 9% 8% 9% 9%
where they’re at in their buyer’s journey. You can do so by
ensuring you have a strong marketing program in place,
and that begins with understanding your market – what 1-2 Weeks 3-4 Weeks 2-4 Months 5-12 Months 1-2 Years > 2 Years
is the demographic breakdown of your community?
POTENTIAL OPPORTUNITY
Not all individuals between the ages of 62 and 71 in
your community will engage with one marketing tactic Identifying the consumers in your community who could benefit most From your market analysis findings, we connect the dots for you to identify the
from your preneed program begins with conducting a market analysis. best lead sources and solutions to grow your preneed and at-need business
in the same way, for example. Different segments exist
Homesteaders Solutions’ market analysis helps you identify your best based on your growth strategies and objectives – no one else’s. Through the
within this age group, so you must identify those that pathway to growth. You simply provide the zip codes in which you serve, market analysis, you can make better decisions because you have the right
could benefit most from your preneed program and and we’ll take care of the rest. We look beyond just the age bands; we information. It’s just the first step to uncovering the families you want to serve.
understand the marketing channels that resonate with explore your consumers’ homeownership status, types of homes they
them. Doing so will allow you to position your funeral own, what they eat, where they shop, what they’re reading and more.
home as a thoughtful resource because you’re meeting Learn more about conducting
your consumers where they’re at and providing relevant a market analysis through
resources at the right time throughout their journey. Homesteaders Solutions.
13
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 EXCLUSIVE RESEARCH FROM PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What Happens When People Consider Prearranging

PART Most Only Consider Including the one you selected, how many funeral homes did you consider
making arrangements with before you chose one?

02 One Funeral Home

2013 2015 2017 2019 2021
Significantly higher for women,
people who did not choose
cremation, those with prior
More th an 7 0 % o f p o l i c y 77% funeral planning experience and
own ers c on s i d e r o n l y o ne 72% 73% 73% 74% widowed individuals.
fu n eral h om e w h e n m a k i ng
t h ei r prearr a nge m e n t s .

As the funeral profession continues to adapt to

meet the needs of digital consumers, so too should
your marketing efforts. Dedicating resources to
properly marketing your funeral home will help you
reach your target preneed consumers at the right 17% 20% 17% 19% 17%
time while also strategically positioning your firm 7% 7%
ahead of the competitors in your community. 5% 6% 5% 3% 3%
2% 2% 1%

One Two Three Four or More

POTENTIAL OPPORTUNITY
When marketing your funeral home to the digital consumer, you don’t your firm with contact management administration at little or no cost
have to be the expert. Homesteaders’ affiliated marketing organizations to you, which can significantly increase the productivity of your preneed
have proven systems and support that can take your preneed program to program. By partnering with a marketing organization, your team can work
the next level, freeing up time for what you do best – serving families. more efficiently, and you can have peace of mind knowing their primary
goal is to generate more qualified preneed opportunities for your firm.
Working with a professional marketing organization has its benefits. A
marketing partner can help you recruit and retain the right preneed sales
Discover more of the benefits
professionals who will help you grow your program and represent your firm
well. They will keep your team motivated by recognizing them regularly of working with a professional
and offering training and educational resources. They can also provide marketing partner.
14
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 EXCLUSIVE RESEARCH FROM PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What Happens When People Consider Prearranging

PART Cremation is Often Is cremation included in

your arrangements?
What is the main reason you
selected cremation?

02 Chosen Because It’s

Easier for the Family 2013 2015 2017 2019 2021
Main Reason for Selecting Cremation
Simpler / Easier for Family 36%

Significantly higher for Less Expensive 26%

P ric e i s n ot t he p r i m a r y m o t i va t o r people without prior funeral
planning experience and Others in My Family Have Been Cremated 15%
for pol i c y o w n e r s w h o c ho se
those who are not widowed.
c rem at i on – f a m i l y i s. More than 50% of policy Dislike Idea of Being Buried in a Casket 11%
owners who chose cremation do so because it’s simpler 65%
for their family or others in their family had selected 58% Environmentally Friendly 6%
53% 53% 52%
cremation. Family members heavily influence consumer 49%
47% 47%
decision-making because consumers value how their 42% Family Lives Far Away 2%
family perceives them and trust their family’s experiences 35%
(covered in greater detail on page 20). More Options for Keepsakes / Memorialization 1%
Limits on Gatherings Due to COVID-19 0%
By 2 0 3 5 , i n d u st r y e x p e r t s
proj ec t th at m o r e t h a n Other 4%
7 0 % of al l bu r i a l s w i l l
in c l u de c rema t i o n . 9 Yes No

Since we initially began collecting this information in POTENTIAL OPPORTUNITY

2013, the percentage of policy owners who included
cremation in their arrangements increased by Cremation services present opportunities to plan memorable and meaningful choices. This time also allows you to help create a unique way to commemorate
16% – almost half of this spike occurred between experiences for families. Educating your community on their available options the lives of their loved ones, regardless of the means of final disposition.
begins with evaluating your current program. Are you actively discussing
2019 and 2021. In 2021, the projected burial rate was
cremation as an option when you meet with families during the prearrangement Contact your account executive to learn
36.6%, and the projected cremation rate was 57.7%.9 conference? If not, consider how you can teach them about the components of a
By 2035, industry experts project that more than more about how to discuss cremation
funeral service and the purposes they serve. This discussion gives the family time
70% of all burials will include cremation.9 As more to ask questions and understand the information they need to make satisfying options with the families you serve.
families choose cremation, you will need to evaluate
if your firm is actively educating your community
on available cremation options. Otherwise, you risk
15 losing a growing segment of preneed opportunities.

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 EXCLUSIVE RESEARCH FROM HOMESTEADERS LIFE COMPANY PRENEED MOTIVATORS

What People Experience During

PART and After Prearranging
03 Introduction
Your client families’ experience with your firm influences their level of satisfaction with their
decision to prearrange. This statement alone addresses the importance of exceptional customer
service from your first interaction with a family through the duration of their relationship with
your funeral home. Providing incredible experiences for your existing client families can lead
to positive word-of-mouth referrals or online reviews for your firm, which can, in turn, increase
potential preneed clients’ level of confidence in your business and their decision to prearrange.

In this edition of Preneed Motivators, we asked policy owners about the ease of completing
several critical steps in the prearrangement process. More than 70% of respondents rated
each step as Extremely Easy (i.e., rating of eight or higher on a 10-point scale) but knowing
how to start the process presented the most difficulty for policy owners. This finding suggests
a potential opportunity to improve the promotion of prearranging to consumers.

In this section, you will find additional opportunities for your firm to consider when determining
how to connect with more preneed families, from hosting community engagement presentations
to generating online reviews. We encourage you to review these tactics to discover new
resources you can use to position your firm as the go-to provider in your community.

16
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 EXCLUSIVE RESEARCH FROM PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What People Experience During and After Prearranging

PART Getting Started is the How would you rate each step in the
prearrangement process?

03 Most Difficult Step

Extremely Difficult (1-3) Somewhat Difficult (4-7) Extremely Easy (8-10)

Choosing How to Pay Significantly higher for the Silent

O u r s t u dy re ve a l s t ha t k n o w i n g ho w t o b eg in
t h e prearran ge m e nt p r o c e ss i s t h e m o st
diffi c ul t s t e p f o r so m e p o l i c y o w ne r s. Nearly
30% rank this step as extremely difficult or somewhat
difficult. Those who have had prior funeral planning
experience rank this step as extremely easy – this is
significantly higher for women and widowed individuals.
Connecting with families in your community, especially
those with no prior planning experience, allows you to
educate more consumers about the benefits of advance
funeral planning and position your firm as the go-to
provider. After prearranging, nearly all policy owners
indicate they are completely or very satisfied with their
decision (covered in greater detail on page 19).
17
Generation (see page 23).
Selecting a Casket / Urn Significantly higher for women.
Significantly higher for
Deciding on Whether to Be Cremated Boomers and Silents.
Significantly higher for
Selecting a Funeral / Memorial Provider widowed individuals.
Significantly higher for widowed
Deciding on Which Ceremonial Events to Include or not married individuals.
Knowing How to Begin the Process Significantly higher for women,
widowed individuals.
0% 20% 40% 60% 80% 100%
POTENTIAL OPPORTUNITY
Holding community presentations about advance funeral planning is an effective template, a presenter’s checklist, a guide with script suggestions, promotional
and budget-friendly marketing tactic for connecting your firm with more preneed materials and follow-up resources to help you execute successful events.
clients. Not only do these programs help to establish you and your staff as experts,
but they also build trust in your firm. Funeral homes that have successfully Adding group presentations to your firm’s marketing plan can help you
executed community presentations have reported that as many as 75% of those to connect with and educate different segments of your community
who attend set up future appointments to discuss their prearrangement options.10 on their preneed options, making it easier for them to know how
to begin the prearrangement process when they’re ready.
Community presentations require a fair amount of logistical planning, from the
presentation topic to the event promotion strategies. Fortunately, Homesteaders
created a Community Engagement Program designed to help you plan and Download your
host meaningful group presentations in your area, so you can generate leads, free presentation toolkits.
schedule appointments and close more preneed sales. We have four unique
presentation toolkits available to download, including a customizable PowerPoint
©2022 Homesteaders Life Company. All rights reserved. Duplication, distribution or other use without prior written authorization is strictly prohibited.
 EXCLUSIVE RESEARCH FROM
HOMESTEADERS LIFE COMPANY
What People Experience During and After Prearranging
PART Most Prearrange at
03 the Funeral Home
The majority of policy owners (85%) make their
arrangements at the funeral home. This statistic is
significantly higher for Leading Edge Boomers (born between
1946 and 1955), the Silent Generation (born 1928-1945),
non-cremation policy owners and those with prior funeral
planning experience. Alternatively, younger generations
like Generation Jones (born 1956-1965) and policy
owners with no planning experience tend to make their
prearrangements at home. This finding indicates the
importance of having both a physical and digital presence
in your community. This section will discuss the former.
The setting of the prearrangement conference can
influence a family’s overall experience with your funeral
home. For many funeral providers, their facilities provide
a beautiful space to meet a variety of needs while
simultaneously differentiating them from other providers
in their area. Using your space to your advantage is an
excellent way to showcase the value of your funeral
home’s services during an arrangement conference.
18
PRENEED MOTIVATORS
Where did you make
your arrangements?
79% 80%
85% 85%
2015 2017 2019 2021
Significantly higher for Leading Edge
Boomers and the Silent Generation, people
who do not choose cremation and those
with prior funeral planning experience.
Significantly higher for Generation Jones,
people who choose cremation and those
with no prior funeral planning experience.
29% 18%
13% 13%
2% 3% 3%
1%
Funeral Home My Home Other
POTENTIAL OPPORTUNITY
Greeting every family at the door and taking them on a tour of your building church’s bridge club. All the members showed up with potluck casseroles and
is one of the most effective ways to introduce them to your staff, highlight stayed for hours playing cards, all while laughing and exchanging stories...”
your services and familiarize them with your space. For some families, the
arrangement conference may be the first time they’ve been in your – or Use the tour to make a great first impression with the family you’re
any – funeral home. Giving them a tour of your facility will help pave the serving and provide them with the resources they need to make their
way for a better, more comfortable experience. This tour also presents arrangements. In today’s highly competitive market, finding ways to
you with the opportunity to learn more about the family, their loved one personalize a family’s experience with your firm will help position yours
and any initial thoughts they have on preneed or at-need services. ahead of competitors – this is especially important for families who consider
more than one funeral home (covered in greater detail on page 14).
When you lead families through your building, take time to explain the purpose
of each room and how other families have found value in them in the past.
For example, “This is our reception space. Many families use this room to For more tips on communicating the value
host a luncheon following their service where they can have food catered in, of your services during an arrangement
invite family and friends and share stories and memories of the deceased. conference, contact your account executive.
One of my favorite services was for a woman who was very active in her
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 EXCLUSIVE RESEARCH FROM PRENEED MOTIVATORS
HOMESTEADERS LIFE COMPANY
What People Experience During and After Prearranging

PART Preneed Satisfaction How satisfied are you with your

decision to prearrange your funeral?

03 is Very High
74% 74% 76% 73% 76%
2013 2015 2017 2019 2021

Nearl y al l po l i c y o w ne r s i nd i c a t e t h e y a r e
c om pl etel y o r v e r y sa t i sf i e d w i t h t he i r
dec is ion to p r e a r r a nge. Many even recommend
advance funeral planning to someone else after
prearranging (covered in greater detail on page 20).
For consumers who have hesitations about prearranging,
knowing that practically no one regrets their decision can
increase their confidence when making their own plans.
As the subject matter expert, you should connect with
these consumers using digital and physical touchpoints
to demonstrate the value of advance funeral planning and
how they can benefit from prearranging. Involving your
existing clients in the conversation is an excellent way to
communicate this value to potential preneed clients.
19
23% 22%
22% 22%
20%
Completely Very
POTENTIAL OPPORTUNITY
Asking your existing clients for online reviews is one way you can connect
with more preneed consumers. Today, online reviews have mostly
replaced offline word-of-mouth marketing. While the latter still holds
some relevance, you cannot rely solely on offline review generation.
Building up your online reputation with reviews from satisfied families gives your
funeral home objective credibility when people see many positive online reviews.
95% of consumers read online reviews before making
a purchase, and they are four times more likely to buy
from a business with at least five online reviews.11
Think about the families who find themselves in an unexpected at-need situation
with no plans in place: As soon as they search online for “funeral homes” or
“funeral homes near me” they will see a list – a search engine results page
(SERP) – of local funeral providers. In most cases, they will see how many reviews
a business has received and the overall review average on a five-star scale.
You need as many five-star reviews as possible to ensure a higher overall
review average, and people will trust you much more when you have a larger
©2022 Homesteaders Life Company. All rights reserved. Duplication, distribution or other use without prior written authorization is strictly prohibited.
4% 4% 3% 4%
2% 0% 0%
Fairly Well Slightly Not at All
sample size. You can generate online reviews across hundreds of search
engines, platforms and directories, but Google is the most authoritative source
holding more than 90% of search engine market share worldwide.12 Google,
specifically, factors the quality and quantity of your reviews into how your
business ranks in SERPs. While these are not the only factors, you should
proactively work toward generating more positive reviews to improve your
online ranking and establish far greater credibility with families in your area.
Text-based aftercare from Homesteaders Solutions (covered in greater
detail on page 12) can help you create a thoughtful dialogue with
families in the first 12 months after their loss. Families who engage with
the program tend to provide positive online reviews after interacting
with an aftercare specialist. Establishing your online reputation
takes time, but the benefit to your funeral home is undeniable.
Discover how you can improve your online
visibility through review generation
with Homesteaders Solutions.
 EXCLUSIVE RESEARCH FROM
HOMESTEADERS LIFE COMPANY
What People Experience During and After Prearranging
PART Those Who
03 Prearrange Are Likely
to Recommend It
Our study reveals that 98% of policy owners would
at least consider recommending prearranging.
More than 40% have already recommended
prearrangement to someone within a few weeks
of making their arrangements – this is significantly
higher for women, Generation Jones (born
1956-1965), those with prior funeral planning
experience and those who are not married.
Similar to generating online reviews, asking for customer
referrals is one of the most tried and true forms of
word-of-mouth marketing. Although online reviews have
mostly replaced offline word-of-mouth marketing, you
can – and should – still earn referrals the old-fashioned
way, especially since many policy owners first learned
about prearranging from someone they knew who
prearranged (covered in greater detail on page 11).
8 3 % of peop l e
t ru s t referra l s o r
rec om m en da t i o ns
from fri en ds o r
fam i l y m em b e r s
m ore t h an a ny o t h e r
m arketi n g cha nn e l . 13
20
PRENEED MOTIVATORS
Including the one you selected, how many funeral homes did you
consider making arrangements with before you chose one?
2013 2015 2017 2019 2021
Significantly higher for women,
Generation Jones, people who are
not married and those with prior
funeral planning experience.
42% 41% 42% 41% 43% 43% 42%
40% 41% 40%
16% 15%
14% 13% 14%
4% 4% 3%
2% 2%
Have Recommended Plan to Recommend Would Consider Probably Won’t Recommend
Recommending
POTENTIAL OPPORTUNITY
Earning word-of-mouth referrals starts with how you present your funeral service through an aftercare program (covered in greater detail on page 12).
home to your community. You should know what your community wants
at all times and avoid making assumptions about what your client families When a customer recommends your firm, they stake their credibility on
expect from your firm. If you struggle to satisfy families’ needs, then you’re the fact that you will provide an excellent experience to their referral.
likely not providing a service they will recommend to others. To avoid this Whether you’re helping a family with prearrangements or at the
common pitfall, ask for feedback from the families you serve. You can also time of need, your firm should always provide top-quality customer
conduct a market analysis to help you identify preferences and attitudes service, and this experience starts with the first point of contact.
among families in your community and see trends that point to long-term
shifts in your area’s demographics (covered in greater detail on page 13). Contact your Homesteaders account executive
to discuss more strategies for generating
Other methods of earning word-of-mouth referrals include encouraging
customers to share their stories – which you can promote across your firm’s social word-of-mouth referrals for your funeral home.
media channels – and staying in touch with client families and visitors after the
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Methodology and Other Sources
METHODOLOGY
The results in this Preneed Motivators
report are based on responses from 976
Homesteaders policy owners who prearranged
and prefunded during May 2021.
21
PRENEED MOTIVATORS
OTHER SOURCES
1
“Life Expectancy in the U.S. Declined a Year and Half in 2020.” CDC/
National Center for Health Statistics. July 21, 2021.
www.cdc.gov/nchs/pressroom/nchs_press_releases/2021/202107.htm.
2
Mobile Fact Sheet. Pew Research Center. April 7, 2021.
www.pewresearch.org/internet/fact-sheet/mobile.
3
Internet/Broadband Fact Sheet. Pew Research Center. April 7, 2021.
www.pewresearch.org/internet/fact-sheet/internet-broadband.
4
eFuneral internal data as of September 2021.
5
“Measuring Religion in Pew Research Center’s American Trends Panel.” Pew
Research Center’s Religion & Public Life Project. January 14, 2021.
www.pewforum.org/2021/01/14/measuring-religion-in-
pew-research-centers-american-trends-panel.
6
“Marketing with 98 Percent Read-rate and 10 More Compelling Stats.”
Adobe Blog. July 27, 2015. https://blog.adobe.com/en/publish/2015/07/27/marketing-
with-98-percent-read-rate-and-10-more-compelling-stats.
7
Homesteaders Solutions internal data as of October 2018.
8
Homesteaders Solutions internal data as of March 2020.
©2022 Homesteaders Life Company. All rights reserved. Duplication, distribution or other use without prior written authorization is strictly prohibited.
 PRENEED MOTIVATORS

OTHER SOURCES CONTINUED

9
NFDA 2021 Cremation and Burial Report. National Funeral Directors Association. Brookfield, WI.

“Effective Direct Mail Practices for Your Funeral Home Business.” Homesteaders Blog. September 26,
10

2019. www.homesteaderslife.com/blog/effective-direct-
mail-practices-for-your-funeral-home-business.
11
2017 State of Global Customer Service Report. Microsoft. Redmond, WA.

Search Engine Market Share Worldwide. Statcounter Global Stats by

12

Statcounter. https://gs.statcounter.com/search-engine-market-share.
13
Global Trust in Advertising Report (September 2015). The Nielsen Company. New York, NY.

22
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 PRENEED MOTIVATORS

SILENT GENERATION: LEADING

LEADINGEDGE
EDGEBOOMERS:
BOOMERS: GENERATION
GENERATION JONES:
JONES:
Born 1928 - 1945 Born
Born1946
1946- 1955
- 1955 Born
Born1956-1964
1956 - 1964

More likely to: More likely to: More likely to:

Reference Guide: Find it easy to choose Be motivated by knowing Have recommended

Preneed Experiences how to pay. their desired arrangements. prearranging to someone else.

by Generation Find it easy to decide whether

to include cremation.
Be motivated by reaching
the right age.
Have prearranged
at home.

Throughout the Preneed Motivators report , Be motivated by reaching Have prearranged at

we share details about how preneed policy the right age. a funeral home.
owners’ experiences differed from one
Have prearranged at
another, including how those results varied a funeral home.
by generation. Here’s a quick reference
to some of those survey findings.
ALL BABY BOOMERS:
Born 1946 - 1964

Survey Respondents More likely to:

by Generation Have looked for information online prior to prearranging.
3%
Generation X Find it easy to decide whether to include cremation.
11.1%
Generation
Jones
WHAT’S NEXT: GROW YOUR BUSINESS WITH A MARKET ANALYSIS
38.6% 47.3% We’ve shared many ways to apply the findings from our policy owner research and where you connect with your potential client families. Find out how
Leading Edge Silent to strengthen your funeral home’s position in the community, increase and why those families get information and make decisions, so you can
Boomers Generation client families’ satisfaction and earn more referrals and positive reviews. move forward with strategies and tools that meet your growth objectives.
The next step is to discover the efforts that will have the greatest impact
Learn more about conducting
on your service area – and you can get these valuable insights through
a market analysis with Homesteaders Solutions. We go far beyond basic a market analysis through
demographics to discover powerful data that will drive decisions about how Homesteaders Solutions.
23 5
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 Helping People Design a Better Farewell,
Benefitting Those They Love

5700 Westown Parkway, West Des Moines, IA 50266

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