As a funeral professional, you’ve likely seen firsthand how powerful preneed planning can be. It brings families peace of mind, protects them from financial strain, and allows people to express their values clearly. But getting that message across requires thoughtful, consistent marketing. And like any meaningful relationship, connection takes time, intention, and evaluation.
That’s why it’s so important to measure your preneed marketing efforts. Whether you’re using funeral home marketing or growing your presence on social media, tracking what’s working helps you do more of what matters: reaching families when they need you most.
Here are the key performance metrics that will help you understand the impact of your preneed advertising and strengthen your efforts moving forward.
1. Lead Volume and Lead Quality
Let’s start at the beginning: lead generation. These are the people raising their hands and showing interest in learning more about preneed planning. Whether they found you through a Facebook ad, RSVP’d for a preneed seminar, or filled out a contact form on your website, each one is a potential relationship waiting to happen.
- Lead volume tells you how many people are engaging with your marketing. It shows the reach and responsiveness of your message.
- Lead quality, on the other hand, speaks to the likelihood that someone will become a preneed client. A good-quality lead is local, genuinely interested, and at the right life stage for planning ahead.
It’s important to strike a balance between quantity and quality. Ten strong leads from your service area are far more valuable than 100 unqualified ones from across the country. Tracking both gives you a fuller picture of your marketing health.
2. Appointment Set Rate
Once a lead reaches out, what happens next? Do they follow through and book a consultation? Your appointment set rate measures how many of those leads take that next step toward becoming a client.
This metric is a powerful indicator of how clear and inviting your marketing message is. If people are clicking on your ad but not scheduling a time to talk, the issue may not be your service. It may be confusion, hesitation, or lack of clarity in your call-to-action (CTA).
Compassionate language matters. Try CTAs like “Let’s start a simple conversation” or “We’re here when you’re ready to plan with peace of mind.” It helps people feel supported instead of pressured.
3. Cost Per Lead (CPL)
Budget is always part of the equation, and Cost Per Lead (CPL) helps you understand the financial side of your marketing. It shows how much you’re spending to generate each new inquiry or interest.
To calculate CPL, divide the total cost of your campaign by the number of leads it generated. If a $500 ad spend brought in 20 leads, your CPL is $25.
This number helps guide your decision-making. A slightly higher CPL from an email campaign may be worth it if those leads consistently convert. It’s not just about spending less. It’s about spending wisely.
Funeral professionals often operate with limited resources, and every dollar counts. Knowing your CPL allows you to prioritize high-performing strategies and cut back on areas with low returns.
4. Conversion Rate
A conversion happens when a lead becomes a preneed client. It’s the ultimate goal of every campaign, and your conversion rate shows how effectively your efforts are moving people through the decision-making process.
To calculate it, divide the number of new contracts by the number of leads or appointments. For example, if you had 50 leads and 10 of them chose to move forward with planning, your conversion rate is 20%.
Conversion rates are especially helpful when evaluating how well your consultations are going. Are you answering families’ questions clearly? Are you listening more than you’re selling? Conversion isn’t just about closing a deal. It’s about building trust and providing comfort during a sensitive conversation.
5. Engagement Metrics for Social Media and Email
Your funeral home social media posts and email newsletters are often the first touchpoints with a potential client. These platforms allow you to educate, share stories, and foster community—often before someone ever picks up the phone.
Tracking engagement helps you understand what content resonates. Look at:
- Likes, comments, and shares on social posts
- Email open rates and click-through rates
- Direct messages or replies asking for more information
Engagement shows that your message is meaningful and that people are emotionally connecting with what you’re sharing. High engagement often leads to better lead quality and stronger brand awareness over time.
Want to increase engagement? Focus on posts that educate gently, bust common myths, or highlight real stories from families who’ve benefited from preneed planning. These posts spark conversation and action.
6. Seminar Attendance and Follow-up Success
One of the most effective strategies in preneed marketing is hosting live or virtual seminars. These events provide a space for education, open dialogue, and relationship-building. But like any effort, they need to be evaluated.
Measure:
- How many people RSVP’d?
- How many attended?
- How many attendees scheduled a consultation?
- How many eventually became clients?
Tracking these numbers can reveal patterns in your topics, presentation style, timing, and even location. You may find that seminars on “Planning Ahead for Peace of Mind” draw more attendance than technical discussions on insurance policies. Use that insight to fine-tune your future events.
Seminars are about more than one-time attendance. They create lasting impressions. People may not make a decision right away, but a well-run seminar plants a seed of trust that can grow over time.
7. Long-Term ROI and Lifetime Value
Finally, take a step back and look at the big picture. Your marketing is more than a campaign It’s a long-term investment in your community and your mission.
Long-term ROI includes:
- The average value of a preneed contract
- The number of referrals from satisfied clients
- Renewed interest or repeat contacts over time
When you consistently deliver education, empathy, and service, the return compounds. One well-supported client today can become a referral source tomorrow—and that’s a metric worth valuing.
Know What’s Working. Grow What Matters.
Book your free consultation today and discover how data-driven preneed marketing can help you reach more families and meet your goals.
Closing Thoughts: Numbers That Reflect Compassion
When done right, funeral home marketing isn’t about cold numbers or hard sales. It’s about impact, measured in conversations started, fears eased, and futures planned with love.
The metrics we’ve discussed, including lead volume, CPL, conversion rate, engagement, and more, are simply tools to help you do what you do best: care for families. By tracking your preneed advertising campaigns with heart and intention, you can ensure your message is being heard, your resources are being used wisely, and your outreach is making a difference where it matters most.
