The Director's Playbook

Funeral Directors Life · passare.com

It’s no secret that being a funeral professional is more challenging than ever. Between meeting families' changing needs and navigating the ever-evolving landscape of funeral service, you need proven strategies you can rely on to grow your business. Join us as host Paul Lovelace welcomes knowledgeable guests and shares insights and solutions from his 30+ years in sales, finance, and the funeral profession. Whether you're pursuing growth, aiming to reduce stress, or striving to stay on top of industry trends, The Director's Playbook offers the tools to help your funeral home thrive.

72 episodes

17d ago latest

monthly cadence

English language

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Episodes 73

Digital marketing myths with Mitchell McLean and Haley Laurence
3d ago · 39:13
As digital marketing continues to evolve, separating trends from truth has never been more important. In this episode, host Paul Lovelace is joined by digital marketing experts Mitchell McLean and Haley Laurence to debunk common myths and share practical insights on websites, Google reviews, search visibility, and building trust online. They also explore how AI is changing SEO and share practical ways clear messaging and authentic content can help your funeral home get found, build trust, and better serve families. About Mitchell McLean: Mitchell McLean is the Vice President of Digital Marketi
Brady Cox on why every funeral home should livestream
17d ago · 44:26
A funeral service may last an hour, but families want to hold on to those moments for a lifetime. Livestreaming makes that possible. In this episode, host Paul Lovelace talks with Brady Cox about how funeral home livestreaming is reshaping the way families experience and remember a service. Brady explains how livestreaming connects families in a meaningful way, preserves memories, and enhances your care. Plus, livestreaming can even drive measurable results, like preneed leads. Don’t miss this discussion on how livestreaming, digital keepsakes, and on-demand viewing can help your funeral home
Jamie Sarche on educating families before a loss
1mo ago · 38:47
What if every family in your community understood the value of a funeral? In this episode, host Paul Lovelace welcomes Jamie Sarche to talk about how funeral homes can better educate families before a loss occurs. Jamie shares how to ask better questions, reframe direct cremation conversations, and help families make more informed decisions. Whether you're facing more direct cremation requests or looking for better ways to talk with families about planning ahead, this episode gives you practical tools to start those conversations. About Jamie Sarche: Jamie Sarche is the Director of Preplanning
Brent Thomas on turning first impressions into lasting trust
1mo ago · 46:59
Before the arrangement conference, there’s a phone call. And in that brief conversation, families are already deciding if your funeral home is the right fit or if they should keep looking. In this episode, host Paul Lovelace sits down with Brent Thomas to discuss the critical roles first impressions and customer experience play in the funeral profession. Brent draws on years of research, data, and experience to show how small changes can build trust and improve families' experiences. Don’t miss this insightful conversation on how intentional communication, ongoing training, and a commitment to
Matt Van Drimmelen and the power of aftercare
1mo ago · 43:54
For most funeral homes, aftercare stops at a sympathy card or a phone call. But what happens when you actually help families navigate what comes after the funeral? In this episode, host Paul Lovelace sits down with Matt Van Drimmelen to talk about how service-based aftercare can set your funeral home apart and drive real growth. Matt shares how helping families with estate closings builds the kind of loyalty that increases reviews, referrals, and preneed conversations. You’ll also learn how combining personal care with thoughtful technology creates an aftercare experience families never forget
Hospice and funeral home relationships with Melissa Luton
2mo ago · 39:42
Did you know that roughly half of all deaths in the U.S. involve hospice care? That means the relationship you have with hospice providers directly impacts how families learn about your funeral home and how prepared they are when they see you. In this episode, host Paul Lovelace sits down with Melissa Luton to talk about how your funeral home can strengthen its relationship with hospice providers. Melissa shares how stronger partnerships help support families, why educating families matters, and how staying connected with hospice teams can set your funeral home apart. For 27 years' worth of re
Tom Antram on using preneed for funeral home growth
2mo ago · 43:59
How long could your funeral home survive without a single at-need call? With an active preneed program, it’s longer than you think. In this episode, host Paul Lovelace and Tom Antram sit down to talk about how preneed can protect your funeral home’s future. They explore strategies for aligning your at-need and preneed teams, choosing the partners and providers, and using technology to improve your families' experiences. Don’t miss this conversation that features decades of experience and ideas you can put to work in your funeral home today. About Tom Antram: Tom Antram is the President and CEO
Adapting to the rise in cremation with Billy Eaton
3mo ago · 51:02
The rise in cremation is undeniable, but the real question is: how are you adapting? In this episode, host Paul Lovelace welcomes Billy Eaton to the podcast for a conversation on adapting to the rise in cremation. Billy shares how technology-driven arrangement conferences can increase average revenue, why personalized jewelry and artisan glass are resonating with families, and how strategic merchandising can help you better serve families and close the revenue gap. For expert insights and valuable takeaways, tune in to this episode of The Director’s Playbook. About Billy Eaton: Billy Eaton is
Funeral home marketing strategies with Kasi Welch Baker
3mo ago · 49:23
Funeral home marketing looks different today than it did 20 years ago. With so much change, you may feel overwhelmed. But you aren’t alone. In this episode of The Director’s Playbook, Kasi shares her expertise on modern funeral home marketing and tips for digital adaptation. From strengthening your website and offering online arrangements to investing in community relationships and pet services, learn practical ways to stay present, relevant, and accessible to today’s families. About Kasi Welch Baker: Kasi Welch Baker is the Owner and Funeral Director at Nalley-Pickle & Welch Funeral Home & Cr
Hospitality in funeral service with Tracey Brumley
4mo ago · 33:07
What do families remember most about a funeral home? Usually, it’s the way you made them feel. And that’s where hospitality comes in. In this episode, host Paul Lovelace sits down with Tracey Brumley to talk about what true hospitality looks like in funeral service. Tracey shares how to elevate your service without overcomplicating your operations through intentional training, gathering feedback, and more. For practical insights to elevate your service, tune in to this episode of The Director’s Playbook! About Tracey Brumley: Tracey Brumley is the Event Center Manager and Executive Administrat
Funeral home finances with Ian Seekins
4mo ago · 41:24
Are you overlooking numbers that can make or break your business? Host Paul Lovelace welcomes Ian Seekins to the podcast to tackle funeral home financials. Ian shares the financial metrics every funeral home owner should track, why these numbers matter, and how they impact your funeral home. If you’re looking to better understand or improve your finances, this episode is for you! About Ian Seekins: With over a decade of experience in the financial industry, Ian Seekins serves as the Director of Funeral Home Lending at Funeral Directors Life (FDL). Learn more about FDL’s lending services here:
Natural organic reduction with Katrina Spade
5mo ago · 42:43
Natural organic reduction is more than a trend. And with consumer demand growing, it’s crucial for funeral professionals to be proactive. In this episode, host Paul Lovelace sits down with Katrina Spade to unpack the science, ceremony, and consumer demand behind natural organic reduction. To learn about how natural organic reduction works, the value it provides to families, and where funeral homes fit into the equation, tune in to this episode of The Director’s Playbook! About Katrina Spade: Katrina Spade is the Founder and CEO of Recompose, the world’s first human composting company. Since 20
Robbie Hulme and the future of funeral service
5mo ago · 54:47
What keeps most funeral home owners up at night? According to guest Robbie Hume, three concerns stand out: technology, succession planning, and staffing. In this episode, Robbie and host Paul Lovelace unpack each concern and share practical insights. From embracing digital tools to preparing for transition, this conversation offers clarity in an increasingly complex landscape. If you’re thinking about the future of your firm, you’ll find this episode both encouraging and actionable. About Robbie Hulme: Robbie Hulme is the CEO and Founder of Impact Funeral Partners. Before launching his company
Matt Bailey on adapting to change
6mo ago · 43:59
It’s no secret that families' preferences are changing. The question is: How are you adapting to that change? In this episode of The Director’s Playbook, host Paul Lovelace and Matt Bailey talk about how to educate “no‑service” families, use celebrant‑led services to create meaning, and use technology to extend your reach. Matt also shares how you can drive referrals and grow market share through surveys, customer satisfaction scores, and attention to detail. About Matt Bailey: Matt Bailey is a sixth-generation funeral director, Certified Celebrant, and the President & Owner of Bailey Family F
Miki Tufto and funeral service trends
6mo ago · 49:23
Feeling the pressure of consolidation, staffing shortages, and families' changing preferences? Host Paul Lovelace sits down with Miki Tufto to unpack the major shifts shaping the funeral profession. They discuss alternative burial methods, succession planning, the growing role of women in the profession, and what these trends mean for your funeral home. For practical strategies and valuable takeaways, tune in to this episode of The Director’s Playbook! About Miki Tufto: As the Executive Director at the Minnesota Funeral Directors Association, Miki Tufto works side by side with funeral homes ac
Rob Paterkiewicz on independent funeral homes
7mo ago · 48:19
What does it take for an independently owned funeral home to not only survive? But to thrive, too? Host Paul Lovelace welcomes Rob Paterkiewicz to the podcast for a conversation on independent funeral homes and the challenges they face. From staffing and retention to culture and business opportunities, Rob shares insights that will help you overcome obstacles and strengthen your business. If you’re looking to better support your staff or position your funeral home for long-term success, tune in to this episode! About Rob Paterkiewicz: Rob Paterkiewicz is the Executive Director and CEO at Selec
Chris Johnson on embracing challenges
7mo ago · 46:54
What if every obstacle you faced in your funeral home was a growth opportunity? Host Paul Lovelace welcomes Chris Johnson for a thought-provoking episode of The Director’s Playbook. The two talk about servant leadership, having an abundance mentality, and the importance of viewing challenges as opportunities. For new ways to grow your business, tune in! About Chris Johnson: Chris Johnson is the Co-Founder and CEO at Sepio Guard. With over a decade of experience serving funeral homes and families, Chris brings practical, real-world insight into how to support families in their most vulnerable m
Bob Gordon on innovative service
8mo ago · 50:20
What happens when a 130-year-old cemetery combines innovation with tradition and legacy? In this episode, host Paul Lovelace welcomes Bob Gordon to the podcast. The two discuss the importance of understanding consumers' needs, innovative approaches to service, and future trends that focus on personalization and community engagement. About Bob Gordon: Bob Gordon is a fourth-generation funeral director with more than 45 years of experience in the profession. Bob is the President and CEO of Cypress Lawn Cemetery Association and is the current President of The International Cemetery, Cremation & F
Walker Posey on legacy and leadership
8mo ago · 42:22
In this episode of The Director's Playbook, I sit down with Walker Posey, managing director of Posey Funeral Directors, a fourth-generation funeral home owner from South Carolina. We delve into the evolution of leadership within the funeral service, exploring the balance between tradition and innovation. Walker shares invaluable insights on the importance of community service, the changing dynamics of consumer expectations, and the integration of technology in funeral practices. From discussing the significance of meaningful ceremonies to the role of AI in enhancing services, Walker emphasizes
Lisa Baue on women in the funeral profession
9mo ago · 45:56
According to the American Board of Funeral Service Education, over 75% of the students enrolled in funeral service education programs in the U.S. in 2022 were women. Those numbers have continued to rise as more women are entering the funeral profession than ever before. In this episode, host Paul Lovelace welcomes Lisa Baue for a conversation about growth, leadership, and women in the funeral profession. Lisa reflects on her own journey as a funeral professional, from inheriting her father’s business to learning how to lead a team. For tips on cultivating a supportive work environment, recruit
Family-owned funeral homes with the Hoff family
9mo ago · 50:25
What does it take to run a successful, family-owned funeral home across generations? In this episode of The Director’s Playbook, host Paul Lovelace welcomes retired funeral home owner Tim Hoff and his children, Ashley Hoff-Czaplewski and Tyler Hoff, who are also funeral professionals. The group discusses working with family, the importance of succession planning, and the power of community connection. If you’ve ever wondered what it takes to preserve a legacy while adapting to change, this episode is for you.
Curtis Funk and Kelly Gilgenbach on AI in funeral homes
10mo ago · 41:36
Description: What if artificial intelligence could help you serve families better and make your funeral home more efficient? In this episode of the Director’s Playbook, host Paul Lovelace huddles up with Curtis Funk, CEO of Tukios, and Kelly Gilgenbach, VP of Sales at Funeral Directors Life and Passare, for a game-changing conversation on how AI is impacting funeral service. Curtis and Kelly share real-life AI examples, practical advice for getting started, and insights on how AI can free up your time for what matters most: human connection. Plus, learn how to improve your online presence for
Preneed sales professionals and Macy Lane
10mo ago · 40:24
What if one staff member could boost your revenue, strengthen your team, and give families the peace of mind they need? In this episode, host Paul Lovelace sits down with Macy Lane, a licensed funeral director turned preneed specialist, to reveal how she's helped many funeral homes in her area. Macy shares how a dedicated sales professional can drive your preneed program, reduce staff stress, and create lasting value for families. Plus, you’ll learn practical tips for integrating preneed into your operations and using technology to stay ahead.
Mortuary school trends and insights with Cody Walker
11mo ago · 33:33
In a 2023 survey, the National Funeral Directors Association found that nearly 60% of all funeral professionals planned to retire by 2028. How will that impact the funeral profession? In this episode of The Director’s Playbook, host Paul Lovelace is joined by Cody Walker, Dean of Assessment at Pierce Colleges of Funeral Service. They explore what’s being done to prepare the next generation of funeral professionals and what you can do to support them. From mortuary school trends to the importance of embracing new ideas, this episode is packed with valuable insights to help you build a strong te
Technology in the funeral profession with Josh McQueen and Kyle Swearingen
11mo ago · 31:36
Technology is changing the way funeral homes operate. But for many funeral professionals, that shift can bring uncertainty. Will technology replace funeral professionals? Is it possible to utilize technology without losing human connection? Host Paul Lovelace sits down with FDL’s very own Josh McQueen, VP of Marketing and Product, and Kyle Swearingen, VP of Development, to tackle those questions head-on. They explore how funeral homes can embrace innovation as a tool to better serve families. From overcoming resistance to change to using technology as a competitive advantage, this episode prov

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The Director's Playbook

Episodes 73

Digital marketing myths with Mitchell McLean and Haley Laurence

Brady Cox on why every funeral home should livestream

Jamie Sarche on educating families before a loss

Brent Thomas on turning first impressions into lasting trust

Matt Van Drimmelen and the power of aftercare

Hospice and funeral home relationships with Melissa Luton

Tom Antram on using preneed for funeral home growth

Adapting to the rise in cremation with Billy Eaton

Funeral home marketing strategies with Kasi Welch Baker

Hospitality in funeral service with Tracey Brumley

Funeral home finances with Ian Seekins

Natural organic reduction with Katrina Spade

Robbie Hulme and the future of funeral service

Matt Bailey on adapting to change

Miki Tufto and funeral service trends

Rob Paterkiewicz on independent funeral homes

Chris Johnson on embracing challenges

Bob Gordon on innovative service

Walker Posey on legacy and leadership

Lisa Baue on women in the funeral profession

Family-owned funeral homes with the Hoff family

Curtis Funk and Kelly Gilgenbach on AI in funeral homes

Preneed sales professionals and Macy Lane

Mortuary school trends and insights with Cody Walker

Technology in the funeral profession with Josh McQueen and Kyle Swearingen

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Episodes 73

Digital marketing myths with Mitchell McLean and Haley Laurence

Brady Cox on why every funeral home should livestream

Jamie Sarche on educating families before a loss

Brent Thomas on turning first impressions into lasting trust

Matt Van Drimmelen and the power of aftercare

Hospice and funeral home relationships with Melissa Luton

Tom Antram on using preneed for funeral home growth

Adapting to the rise in cremation with Billy Eaton

Funeral home marketing strategies with Kasi Welch Baker

Hospitality in funeral service with Tracey Brumley

Funeral home finances with Ian Seekins

Natural organic reduction with Katrina Spade

Robbie Hulme and the future of funeral service

Matt Bailey on adapting to change

Miki Tufto and funeral service trends

Rob Paterkiewicz on independent funeral homes

Chris Johnson on embracing challenges

Bob Gordon on innovative service

Walker Posey on legacy and leadership

Lisa Baue on women in the funeral profession

Family-owned funeral homes with the Hoff family

Curtis Funk and Kelly Gilgenbach on AI in funeral homes

Preneed sales professionals and Macy Lane

Mortuary school trends and insights with Cody Walker

Technology in the funeral profession with Josh McQueen and Kyle Swearingen

Podcast 森辺一樹のグローバル・マーケティング〜すべてはアジアで売るために〜