PUBLISHED: September 2026
By Todd Carlson, Executive Vice President and Chief Sales Officer at Funeral Directors Life
Quick summary
Today’s preneed trends show families starting online, funeral homes building active programs, and trained professionals driving stronger results. This article explains how digital planning and lead generation are changing the first step, why dedicated preneed activity supports long-term stability, and how education-focused sales training helps teams guide families with confidence.
You’ve likely felt the shift: at-need call volume is no longer enough to sustain your business, and the families walking through your doors have different expectations than they had 5 years ago.
It’s a common source of uncertainty for funeral homes across the country, leaving many funeral professionals asking: How do we stay relevant when families start their journey on a smartphone instead of in our office?
The truth is, preneed is no longer just a "nice-to-have" secondary offering. It is the foundation of long-term business health. Keep reading to learn about 3 preneed trends shaping the profession, along with practical ways your funeral home can respond.
1. How is the funeral preplanning journey changing for families?
We’re seeing a massive shift in where the conversation begins. More than ever, families are going online to take the first step toward planning ahead. But that doesn’t mean personal connection has become less important. It means the first opportunity to connect with families often comes through your website, social media, or an online planning tool.
Why it matters
When families are ready to learn about preneed, they might not begin by calling your funeral home. If your business isn’t easy to find and engage with online, you may miss the moment when a family is most open to planning.
Digital tools also make the first step feel more approachable. Because while preplanning can feel unfamiliar or difficult, a low-pressure online experience gives families room to learn at their own pace.
How to respond
- Offer a clear online pathway for families to learn about preplanning and prefunding.
- Use your website and social media to answer common questions and invite conversation.
- Make it easy for people to request information or connect with a preneed professional.
The strongest approach combines digital convenience with thoughtful personal follow-up. Give families a simple way to raise their hands, then be ready to provide the guidance they need.
2. Why is an active preneed program a must-have for funeral homes?
Across the profession, at-need volume is becoming less predictable due to shifting demographics and changing consumer preferences. Funeral homes that treat preneed as a passive service, relying heavily on walk-in and call-in families, often find themselves vulnerable to these market fluctuations. The trend we are seeing now is a shift toward active preneed programs that serve as a reliable foundation for future growth and financial stability.
Why it matters
A passive approach to preneed could be quietly costing your funeral home and the community you serve. When you wait for families to come to you, they are often forced to make decisions under the pressure of a crisis.
By embracing an active preneed program, you gain the time needed to act as a trusted guide. This proactive strategy helps you reach families well before their time of need, which protects your market share and creates a steady stream of future revenue.
Ultimately, an active program ensures your funeral home is not just waiting for the phone to ring, but is instead building a predictable path for the next generation.
How to respond
- Move from passive to active: Transition preneed from a secondary offering to a core part of your business strategy.
- Invest in educational marketing: Use community-centered outreach to reach families before a crisis forces them to make decisions under pressure.
- Set clear goals for preneed activity: Measure your success by outreach efforts and lead engagement to ensure your program remains a growth engine.
An active preneed program serves as a reliable engine for your business, providing a steady stream of future revenue that balances the unpredictability of at-need volume. This intentional approach builds a stronger foundation for long-term growth and ensures your funeral home remains a stable, thriving part of the community for the next generation.
3. Does professional preneed sales training drive better results?
The most successful programs don't leave growth to chance. They treat preneed as a specialized skill that requires ongoing development. While funeral service expertise is crucial for serving families at their time of need, guiding a preplanning conversation requires a different set of tools. The trend we see today is that funeral homes investing in preneed sales training are the ones seeing the most consistent results.
Why it matters
Thoughtful and intentional preneed sales training equips your staff with the skills to grow your business and serve families with greater confidence. Without the right training, important conversations may never happen. The right training turns natural talent into reliable results, ensuring your team can lead with empathy rather than pressure.
How to respond
- Invest in sales training designed specifically for preneed conversations.
- Give preneed professionals time and accountability to focus on the work.
- Train your team to educate families about the purpose and value of funerals.
- Measure both business results and family feedback.
The goal is not to turn a caring conversation into a sales pitch. The goal is to help your team become better guides for families who are making important decisions.
Build a preneed program that’s ready for what comes next
The most successful funeral homes are those that embrace new ways to serve their communities while staying true to their mission of care.
By prioritizing online preplanning tools, an active preneed program, and professional sales training, you’ll do more than just grow your business. You will ensure that your funeral home remains a pillar of your community for years to come.
Ready to take your preneed program to the next level?
At Funeral Directors Life, we’re here to help you every step of the way. Whether you’re looking to grow your sales professional’s skills or build a more secure future for your business, we have the tools and training to support your success.
Click here to learn more about our preneed services or fill out the form below to see how we can help you build a foundation for today and the future.
About the author
Todd Carlson serves as the Executive Vice President of Sales and Chief Sales Officer for Funeral Directors Life and for Passare, Inc. With more than 30 years of experience in the funeral profession, Todd has dedicated his career to helping funeral home owners grow their businesses, implement innovative marketing solutions, and become increasingly more relevant as they serve today's changing funeral consumer. Todd joined Funeral Directors Life in 2006 and helped redefine the company's sales experience. Todd earned his bachelor's degree in Mortuary Science from the University of Minnesota.