When you think of the target market for funeral homes, the most obvious group of people that come to mind are the elderly or those that have recently lost a loved one. After all, they are the ones who are most likely to need funeral services.

But that doesn’t mean that the target market for funeral homes is limited to the obvious! In fact, there are other groups of people that you should also be targeting when marketing your funeral home business!

Who are these people and how do they select a funeral home either for themselves or for a loved one?

Answering these questions will be the focus of this article. We will look at some of the less-obvious segments of the target market for funeral homes and see their motivations for selecting one funeral home over another.

Target Market for Funeral Homes
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Who is the Target Market for Funeral Homes?

The Target Market for Funeral Homes can be segmented based on age, personal situation and recent experience (like the death of a loved one).

You will need to tailor your marketing campaign to target each of these segments separately as the drivers for each will be different. Note, however, that many people will fall into more than one segment and so your marketing messages will need to consider this reality.

So the target market for funeral homes can be categorized into the following segments.

  1. The Elderly
  2. Those that have Recently Lost a Loved One
  3. Middle Aged Couples
  4. Single Parents
  5. Non-religious People

1. The Elderly

One of the most obvious target markets for funeral homes is the elderly. As people age, they are more likely to need funeral services. And many may want to take care of the plans for their own funeral long before their time comes.

This means that funeral homes can target the elderly by advertising their services directly to them or through community organizations that cater to the elderly population.

2. Those that have Recently Lost a Loved One

When someone loses a loved one, they are often in a state of shock and may not be able to think straight. This is when they will rely on the guidance of a funeral home to help them make all the arrangements.

Funeral homes can target this market by advertising their services in obituaries or through online directories that list funeral homes in the area.

3. Middle-Aged Couples

Another target market for funeral homes is middle-aged couples. While they may not anticipate needing funeral services in the near future, as might the elderly or those that have recently lost a loved one, they may still want to plan in advance.

After the age of 40 or 50 people start to think more about their own mortality and may want to have funeral services in place just in case. Funeral homes can target this group by advertising through local newspapers or magazines that are read by middle-aged people or via social media online.

4. Single Parents

Funeral homes can also target single parents as a potential target market. When a parent dies, the surviving spouse often has to take care of the funeral arrangements on their own.

But when a single parent dies, who takes care of the funeral arrangements? The children are often too young and will be in shock at the loss of their only parent, and so the responsibilities for the funeral will often fall on a brother or a sister or a friend.

And so single parents could be interested in funeral services that offer pre-planned options so that their loved ones are not left with the burden of making arrangements if they die.

Funeral homes can target single parents by advertising through parenting magazines or websites.

5. Non-Religious People

While religious people could turn to their church or temple for funeral services, non-religious people will almost always turn to a funeral home.

This is because funeral homes are often secular and so can provide services for people of any religion or no religion. Those that have chosen to remain non-religious during their life will probably appreciate a non-religious service for when they are dead.

Target Market for Funeral Homes: How do they decide?

Here are the various factors that those searching for a funeral home will typically use when selecting a funeral home for themselves or a loved one:

  1. Location
  2. Services Offered
  3. Price
  4. Reputation
  5. Facilities
  6. Staff
  7. Funeral home ownership

1. Location

People look for funeral homes that are conveniently located for those that will be attending the services. A funeral is an emotionally trying time for the friends and family of the one that has passed away and every possible convenience related to the funeral goes appreciated. Not having to travel far is one of them.

Also, many who attend funeral services are themselves of advanced age. They may have difficulty traveling long distances, so would appreciate being able to reach the funeral service with relative ease.

2. Services Offered

The services that are offered by a funeral home are a very important consideration for those looking to hire it. Funeral homes that offer a wide variety of services, from traditional funerals to more modern memorials and simple graveside services to celebrations, are most likely to attract more customers.

Some funeral services may choose to offer services for different religions as well as non-religious or non-denominational services. This can be an important consideration for those that do not want a traditional funeral or for families of different faiths.

3. Price

It is no secret that price is often a major factor when it comes to making decisions, and this is certainly the case when it comes to selecting a funeral home. Funeral homes that are able to offer their services at a lower price are likely to be more attractive to those looking for funeral services.

However, bear in mind that the price is not the only factor that people use when making their decision. Selecting a funeral home can be a highly emotional decision. And in many cases, people are willing to pay more for a funeral home that offers a better send-off for their loved ones.

4. Reputation

The reputation of a funeral home can go a long way in influencing people’s decisions. When the time comes to select a funeral home most people will turn to friends and family to ask their opinion about a funeral home.

If someone has had a poor experience with a funeral home they had selected for a loved one who has passed, they are unlikely to recommend it to anyone else.

A few reasons why a funeral home could have a poor reputation are poor customer service, unprofessional staff behavior, a lack of sensitivity to those grieving, hidden pricing, and too much fine print in the contract.

5. Facilities

The physical facilities of a funeral home are also an important consideration for many people. Funeral homes that have large chapels, ample parking and well-maintained grounds can be more appealing than those that do not.

The appearance of the funeral home can also be important. Funeral homes that are well-kept and up-to-date are likely to be more attractive than those that appear run-down or outdated.

Finally, a funeral home should be accessible to those with disabilities. As we saw earlier in this article, many who attend funeral services are of advanced age. For them, having a funeral home that is wheelchair-accessible is often a requirement.

6. Staff

A funeral home’s staff are often the ones who make or break the customer’s experience.

Funeral homes that have courteous, professional and compassionate staff are more likely to be chosen than those that do not. Funeral homes with unprofessional, insensitive or just plain rude staff are likely to have a poor reputation.

The best funeral homes have staff that is sensitive, caring, and appreciate the emotions of those attending a funeral service.

In fact, the National Association of Funeral Directors offers Funeral Awareness Training to those who might want it.

7. Funeral home ownership

Finally, some people actually consider a funeral home’s ownership before selecting it. There are people who prefer a family-owned funeral home over a corporate-owned one.

Now, there probably isn’t anything you can do about the ownership structure of your funeral home. But if yours is a family-owned business, you may want to tout this in your marketing campaigns. On the other hand, if you are corporate-owned you may want to emphasize how you still operate the funeral home like a small, caring family-owned business.


The target market for funeral homes includes the most obvious people like those of advanced age and those who have recently lost a loved one.

But this market also includes less obvious potential customers like middle-aged couples, single parents and non-religious people. Of course, these market segments are not mutually exclusive and many people will fall into multiple segments.

But by targeting these less-obvious segments of the market, you can increase your chances of attracting more customers!

When the time comes to select a funeral home, people often take into account a number of factors. Some of the most important considerations are location, price, reputation, facilities, staff and ownership structure.

When marketing your funeral home, consider all segments of this market and their unique needs so that you can craft marketing messages to uniquely appeal to each segment. This way your messages can resonate with the widest range of potential customers.