CREMATION OPTIONS

Shrinking profits, changing neighborhoods and the escalating price of real estate are some of the problems that face those in the funeral service profession. Years ago many chose to simply relocate their funeral home to follow migration patterns of the families they serve. But today’s funeral service professional may be finding that it is better to stay where you are and serve your clientele in your current market area. Serving emerging markets can be done easily and effectively. If you want to remain in your current market area, if you want to serve those around you but the area has changed.

FIND OUR WHO IS IN YOUR COMMUNITY

Finding out who lives in your community is an essential beginning. Many of us drive to work each day and then drive home without noticing what is going on around us. Many of us haven’t taken a look around our communities in a long time to find out who is now living and doing business around our funeral homes. Finding out who lives in your neighborhood gives you a starting point for marketing your business and possibly for the types of services you might offer, too. The first step is to take a walk around your neighborhood. See who is living there. Don’t just look at a business note the apartments above the business and who occupies them. Notice also the types of businesses that are operating, as well as those that have closed. Businesses are indicators as to who lives in the community and who comes into the community for services. As much as the people who live in your community are potential clients so too are the people who travel into that community for services. Another way to find out who is in the neighborhood is to canvas the churches in the area.

I spent a few hours one afternoon in a 27 square block area around my funeral home, writing down church names and addresses. Doing this netted some surprising results. I found a monastery several emerging market congregations and several churches that had been in the neighborhood for a number of years and yet I had never done any business with them. I was able to create a database and now I communicate with these pastors and their congregations on a regular basis. Being able to correspond with these churches gives our firm increased visibility and a chance to serve. Look around at your local schools, and find out what the population of the school is like. Students of course have parents and you may want to concentrate your marketing and advertising in the languages of those who are in the school system. Reaching out in a foreign language proves that you are willing to serve. Finally consider using the U.S. Census (www.factfindre.census.gov) for information on population and economic trends. This information can be accessed by zip code and is fairly up to date. This site also allows you to chart population increases and decreases, home ownership, median family income, level of education and much more.

NAMING YOUR ESTABLISHEMENT

Most funeral homes are named after the owner. However a change in name may better include entire community, demonstrating that you are willing to serve everyone. I once served an Islamic family from West Africa. They said they were hesitant to patronize my funeral home because of the name: Churchman. They thought I only provided services for people who went to church. While this might be an extreme example, it is worth consideration. Many funeral homes are shedding their ethnic identities and taking on names that reflect who they now serve. Take a look around in your market to see if there are any funeral homes designated “funeraia” “capillias” “jewish chapels” or “multinational.” At a minimum consider adding information to your business card that shows a willingness to serve, such as “serving all faiths” or international shipping.

ENVIROMENT SCANNING

Is your funeral home environment one that is friendly to all who enter? Consider an environment scan. The environment of your funeral home is comprised of art work, magazines, photos and signage. Is your signage easy for everyone to read? Consider using universal signage that has no words, only pictures. For example take a look at the signs for public rest rooms and you will notice that ever present male or female picture telling who may enter. Use Readers Digest as an example. The magazine comes in Spanish as well as English and large print versions. If you have a large Spanish speaking population in your community, consider subscribing to a Spanish language magazine. Take a look at the art work on your walls. If it’s not all landscapes and seascapes is it reflective of those who live in your community? Your funeral home should be a welcoming place for everyone in the area. Art work is a simple way to provide that welcome a focal point and a conversation starter.

LEARNING ABOUT NEW RELIGIONS AND FUNERAL CUSTOMS

There is no reason to be put off about new religions and cultural customs. Again start with the very basics. If you are confused or don’t understand as someone. The logical place to begin asking questions is with the family you are serving, with a friend of the family or with the clergy person who is serving the family. Review those mortuary school text books on religions; they will give you a helpful starting place. Read, read and read again all relevant material on ethnic and religious funeral customs. Learn the background of the country so you can converse with the family in a knowledgeable manner. You may want to hire someone from the community who can serve as a community liaison as well as a translator.

BEING THERE AND GIVING SUPERB SERVICE

Now that you have identified the markets you wish to serve, get out there and mingle with people. Attend family and community celebrations. Think about advertising in ethnic media (in the language that media is targeted for). Have celebrations at your funeral home or sponsor celebrations especially those that are particular to a certain ethnic group. For example if you are serving a Mexican community consider having a Dia de Muertos (day of the dead) celebration or giving out information about this celebration. Gary Laderman associate professor of religion at Emory University, wrote in his book, “Rest in Peace: a Cultural History of Death and the Funeral Home in 20th Century America,” that …..funeral directors in addition to all these other things they provide are some sort of …cultural repositories in the sense that they
know these (funeral) traditions. Funeral directors often have to advise second and third generation families on proper funeral rituals. Become a repository of knowledge. Remember that a funeral service professional is there to serve. In providing service to people from emerging markets, think of how you would want to be treated. Families are often uncertain of funeral traditions and accommodations that can be made for them in their new surroundings. While families will often want to cling to what is familiar in terms of funeral services they must understand what is possible in the current environment. With explanations and give and take most families can have the type of services they desire. Make sure during the arrangement process you go slowly and explain what may be very commonplace to you. Act as if you want the business not as if the family is an inconvenience for you. That said you must decide what you will or will not allow in your funeral home. For example will you remove furnishings such as photos, mirrors and fixed seating if asked? Are you in a state that allows food in the funeral home? If so are you willing to serve food to families? Are you willing to stay open all night for viewings if requested? Having a policy for families on these and other matters will prove helpful.
Another element to consider when service first generation immigrant families: many of these families will choose to ship loved one “home.” It is easy to become proficient in international shipping simply by reading and contacting the consulate from the county of the deceased. Remember that remains may lay‐over for more than a day in intermediate airports. Remains may be in less than optimal situations in the receiving country and there may be extended time between death and time of final disposition. It is essential to use excellent embalming protocols. With preparation, planning and a desire to serve humankind you too can provide excellent service to emerging markets in your service area. Ready? Set? Serve.

Remember, Cremation Options is here to help you all day, every day with your funeral and cremation needs. We’re open 24 hours a day, 7 days a week. To contact us, simply call 1-877-989-9090. At any time of day or night, you will be able to speak with one of our trained, sympathetic and understanding representatives.

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