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Before You Turn On Google Local Services Ads, Get Your Funeral Home Ready
By Welton Hong, founder and CEO of Ring Ring Marketing
There is a temptation with any new marketing opportunity to think the first question is, “How do I get more leads?”
With Google Local Services Ads, I think that is the wrong place to start.
The better question is: “Are we ready for the leads when they arrive?”
Local Services Ads can put a funeral home prominently in front of people searching for the services it offers, and the consumer can call, message or, where available, book directly from the ad. Google also uses factors such as responsiveness, profile quality, reviews, relevance, service area and other signals when determining ad ranking.
That means LSA isn’t simply a switch you flip and then wait for the phone to ring. It is a system in which your reputation, your marketing profile and your operation all matter.
For funeral homes, there is another reason to prepare carefully. The person calling you from a Local Services Ad may be having one of the most difficult conversations of his or her life. What happens next is up to you.
Find out how to get the most out of Local Services Ads in the full article by Welton Hong.
Carriage Services Sees Improving Funeral Call Trends After Mortality-Driven Slowdown in First Half
Better-than-expected mortality trends weighed heavily on funeral call volume during the first half of 2026, but executives at Carriage Services say they are already seeing signs that the business is returning to more typical patterns as the company enters the second half of the year.
The Houston-based death-care company reported second-quarter revenue of $102.9 million, up 0.8% from the prior-year period, while adjusted consolidated EBITDA increased 3.1% to $33.3 million. Adjusted diluted earnings per share climbed 5.4% to $0.78, even as funeral volume declined because fewer people died than expected during the first six months of the year.
Executives repeatedly emphasized during the company’s earnings conference call that the decline in funeral volume was driven by lower mortality rather than competitive pressures, and they expressed confidence that demand will normalize during the remainder of 2026.
Carlos Quezada, CEO and vice chair of the board, said mortality trends began softening in January and remained below historical expectations throughout the first half of the year.
Comparable funeral volume fell 3.5% during the second quarter and 4.7% during the first six months of 2026 compared with the same periods last year.
“As everyone on this call understands, mortality is the primary demand driver for our funeral business, and it is also one of the few variables we simply cannot control,” Quezada said. “What we can control is how we operate our business.”
Rather than simply accepting weaker results, he said field leadership focused on operational discipline, pricing and service quality.
That strategy helped cushion the impact of fewer services.
Comparable funeral revenue declined 2.4% to $55.7 million, but average revenue per funeral contract increased 3.7%, demonstrating the company’s continued pricing strength despite lower call volume.
Perhaps the biggest takeaway from the earnings call was management’s confidence that the mortality slowdown is temporary.
Get more analysis on how Carriage is faring in the full article on FuneralVision.com.
What If Funeral Directors Could Practice on Someone Other Than the Family?
Ask most funeral directors about their first arrangement conference and they’ll describe it in detail — not because it went badly, but because there was no way to prepare for it beforehand.
J & C Advisors is changing that with Arranger’s Edge, an AI-powered simulator that lets funeral directors practice the arrangement conference before they ever meet with a real grieving family.
“No funeral home would let a new embalmer practice alone on an actual person,” said Alan Creedy. “So, why do we make new arrangers learn by working alone with actual families?”
Arranger’s Edge is built to cover the range of conversations funeral directors usually face — from a single family member making straightforward arrangements to a full family navigating a complex, high-emotion loss. Scenarios span routine situations through the most difficult ones a director may encounter.
Arranger’s Edge is designed to give feedback so that it builds confidence rather than deliver a verdict. After a session, arrangers can review what happened at their own pace — and using the simulator’s interactive coach, they can go deeper. It is a tool that feels like private practice, not evaluation.
“My forty years’ experience tells me one thing for certain: Arranger’s Edge is the tool I needed on day one. This isn’t a training tool. It’s the mentor I wish I had,” said Danny Jefferson a funeral director with more than 40 years of experience who has served as the simulator’s subject-matter expert throughout its development.
Arranger’s Edge is available now to funeral home owners. Try it for yourself at arrangersedge.com.
A.S. Turner & Sons Acquires Ford-Stewart Funeral Home in Georgia
A.S. Turner & Sons Funeral Home & Crematory in Decatur, Georgia is proud to announce the acquisition of Ford-Stewart Funeral Home in Jonesboro, Georgia, effective June 23, 2026. The funeral home will now operate as Ford Funeral Home & Cremation Services, a division of A.S. Turner & Sons, Inc.
The acquisition marks an exciting new chapter for two independently owned and operated funeral homes whose histories are rooted in compassionate service, community involvement and an unwavering commitment to excellence.
Led by Owner Cy Hume and General Manager Tommy Wages, A.S. Turner & Sons has served families throughout Decatur and the greater Atlanta area for more than 120 years. The addition of Ford-Stewart Funeral Home reflects the company’s long-term vision of thoughtfully expanding its reach while preserving the heritage and identity of the communities it serves.
Founded in August 1997 by Horace Ford and wife Linda Ford, Ford-Stewart Funeral Home has become one of the most respected funeral homes in South Metro Atlanta. Horace began his career in funeral service in 1963 and earned his funeral director’s license in 1968. Over nearly three decades as owner and operator, he built a reputation for compassionate care and personalized service alongside his wife, Linda, who died in January 2018. His son, Darren Ford, a licensed funeral director, and his daughter, Jennifer Ford, who oversees funeral assistance and administrative operations, also work at the firm.
Recognizing the legacy the Ford family has built, A.S. Turner & Sons has chosen to retain the Ford name as the funeral home’s new identity. Just as importantly, Horace, Darren, and Jennifer Ford will continue serving the families of Jonesboro, ensuring the trusted relationships they have developed over the years remain intact.
“Maintaining the Ford name was incredibly important to us,” said Cy Hume, owner of A.S. Turner & Sons. “Horace Ford has spent decades earning the trust of this community, and we wanted to honor that legacy. This is not about replacing what has been built—it is about investing in it, strengthening it, and ensuring it continues for generations to come.”
Hume explained that he has envisioned expanding the A.S. Turner brand for several years, but only if the opportunity aligned with the company’s values.
“When the opportunity arose with Ford-Stewart Funeral Home, it immediately felt like the right fit,” Hume said. “Ford-Stewart already has an outstanding reputation and shares our commitment to serving families with dignity, integrity, and professionalism. We knew this wasn’t simply an acquisition—it was a partnership built on common values.”
As part of A.S. Turner & Sons, Ford Funeral Home & Cremation Services will continue providing the personalized, independently owned and operated experience that generations of Jonesboro families have come to expect, while gaining access to expanded resources, innovative service offerings, and additional expertise.
Join Welton Hong and Other Thought Leaders in Philadelphia at ‘Mastermind’
Welton Hong, the founder and CEO of Ring Ring Marketing is excited to invite readers of this newsletter to “Mastermind: Elevating Your Funeral Service Business to New Heights” — an educational and networking event created specifically for forward-thinking funeral professionals.
Hong will be speaking alongside an outstanding lineup of industry leaders, sharing practical marketing strategies that funeral homes can put to work immediately to generate more calls, build stronger brands and prepare for the future of consumer search.
Whether you’re an owner, manager, or future leader, you’ll leave with actionable ideas you can implement the moment you return home.
Here’s what you can expect:
- Practical sessions focused on growing your funeral home.
- Marketing, technology, leadership, operations and consumer trends.
- Outstanding networking with funeral professionals from across the country, particularly from the Northeast.
- Opportunities to connect with suppliers and industry innovators.
- A full day of ideas designed to help your business thrive.
The event has been approved for continuing education credit in Pennsylvania, New Jersey, Ohio, and Maryland, and is also approved by the Academy of Professional Funeral Service Practice, making it an excellent opportunity to earn CEUs while investing in your business. The event also provides a great opportunity to invest in the professional development of your staff.
Save $100 on Registration
As someone in the Ring Ring Marketing network, Hong is offering a $100 discount on any tickets.
Simply enter Promo Code “100” when you get to online checkout – and then hit “Apply” before entering registrant information.
Register today at www.MastermindFuneral.com.
NorthStar Memorial Group Offers $5,000 Scholarship to Mortuary Science Students
Mortuary science students at 11 accredited institutions have an opportunity to receive a $5,000 scholarship from NorthStar Memorial Group through the Brad Kraft Memorial Scholarship.
The scholarship honors the memory of Brad Kraft, a longtime NorthStar Memorial Group leader who advanced to become the company’s vice president of operations. According to NorthStar, Kraft was known as an organized, communicative and fair manager who was deeply committed to serving families and proud of his career in funeral service.
The scholarship recognizes mortuary science students who demonstrate a commitment to compassionate community service and excellence in the funeral profession.
The $5,000 award will be paid directly to the recipient’s institution and is scheduled to be awarded in spring 2027. Applications must be submitted by Dec. 15, 2026. NorthStar states that incomplete applications will not be considered, and applications submitted after the deadline will not be accepted.
Who Is Eligible?
Applicants must be actively enrolled in a college or university mortuary science program accredited by the American Board of Funeral Service Education and must have a minimum 2.6 GPA.
The scholarship is available to students attending the following institutions:
- American River College
- Carl Sandburg College
- Cypress College
- Dallas Institute of Funeral Service
- John Gupton College
- Lake Washington Institute of Technology
- Northwest Mississippi Community College
- Pittsburgh Institute of Mortuary Science
- St. Petersburg College
- Southern Illinois University
- Worsham College of Mortuary Science
Application Requirements
Students applying for the scholarship must submit an application that includes an essay and open-ended questions. Applicants also must provide an official transcript, a resume and two letters of recommendation.
NorthStar emphasizes that applicants should submit complete applications by the Dec. 15 deadline because incomplete applications will not be considered.
Scholarship Is Not Tied to Employment
Receiving the Brad Kraft Memorial Scholarship does not require a student to work for NorthStar Memorial Group.
According to the scholarship FAQ, recipients are not required to accept an offer of employment from NorthStar as a condition of receiving the award.
Students may receive the mortuary science scholarship only once.
NorthStar says all applicants will be notified individually regarding their selection status.
For mortuary science students who meet the eligibility requirements, the scholarship provides an opportunity to offset educational costs while recognizing the importance of service and commitment to the funeral profession.
OGR to Bring Emerging Funeral Professionals Together for Future Leaders Forum
The International Order of the Golden Rule will bring together emerging leaders from independently owned funeral homes for the 2026 Future Leaders Forum, taking place Aug. 23-25 at George Irvin Green Funeral Home in Munhall, Pennsylvania.
Designed for growing professionals, second-career staff and emerging leaders, the Future Leaders Forum provides attendees with practical education, peer connections and real-world insights to help prepare them for greater leadership within their funeral homes and the funeral profession.
“The future of independent funeral service depends on developing strong leaders who are prepared to navigate change while continuing to serve families at the highest level,” said Wendy King, executive director of OGR. “The Future Leaders Forum gives emerging professionals a place to learn from experienced leaders, exchange ideas with their peers and build the skills and relationships they will carry with them throughout their careers.”
Presented by Full-Circle Aftercare, the Forum is built around interaction, discussion and practical learning. Attendees will explore both the hard and soft skills needed to help own, operate and lead a successful independent funeral home while considering how changing family expectations and new challenges will shape the future of the profession.
The program begins Sunday, August 23, with an optional group outing at the Pittsburgh Institute of Mortuary Science, followed by dinner and games at Dave and Busters before a full day of educational sessions and networking on Monday. The Forum concludes Tuesday, August 25, following a final morning of education and a closing session.
To make the experience more accessible to emerging professionals, the OGR Foundation is offering $350 scholarships to the first 15 OGR member funeral homes that register a staff member for the Forum.
Registration is $199 for OGR members and $249 for nonmembers. Member registration includes all educational sessions, plus breakfast and lunch on Monday and Tuesday.
For additional information or to register, visit www.ogr.org/future-leaders-forum.
Precoa Celebrates the Success of CloudSync for Sales Studio
Precoa, a leader in preneed funeral planning, is proud to announce the release of CloudSync for Sales Studio.
The powerful new feature for Precoa’s comprehensive digital preplanning platform enables advance funeral planners to seamlessly pick up any appointment where they left off — across devices, across days and even without an internet connection.
“With CloudSync, I can help families no matter where I am. Everything I need is right at my fingertips,” said Jack George, advance funeral planner.
Last October, Precoa revolutionized the preneed appointment experience when it took best practices from top-performing AFPs, including its high concentration of million-dollar producers, and wove it together with preneed data to build a platform designed to result in stronger plans and higher close rates.
Sales Studio, released at the National Funeral Directors Association International Convention & Expo in Chicago, gives AFPs a consistent, proven way to connect with and educate families on the value of ritual, ceremony, and gathering after a loss.
Cloudsync is available to all funeral homes and Advance Funeral Planners using Sales Studio. If you would like to learn more about Sales Studio and Precoa Pro, visit precoa.com/trio.
Matthews International Names Michael J. Whitehead as President and CEO
On Aug. 11, Matthews International Corporation announced that its board of directors has appointed Michael J. Whitehead as president and chief executive officer, succeeding Joseph C. Bartolacci, who recently announced his intention to retire following more than two decades of leadership of the company.
The appointment follows a comprehensive and deliberate succession planning process led by the board of directors to identify the executive best positioned to lead Matthews into its next phase of evolution, innovation and value creation.
Following its review, the board opted to go with an outside candidate, unanimously selecting Whitehead, an industrial technology executive with a distinguished record of driving innovation, operational excellence and profitable growth across global manufacturing businesses.
Whitehead joins Matthews from Lincoln Electric Holdings, Inc., a global leader in advanced manufacturing, automation, and industrial technology solutions. He most recently served as executive vice president and president, Americas Welding, leading Lincoln Electric’s largest and most profitable business, representing more than $2.5 billion in annual revenue.
Commenting on his appointment, Whitehead said: “I am honored to have been selected as president and chief executive officer of Matthews International and grateful for the board’s confidence. Matthews has built a strong reputation through innovation, trusted customer relationships and the dedication of its employees around the world. I look forward to working closely with the board and our global team to sharpen our strategic focus, strengthen execution, and create sustainable long-term value for our shareholders.”
Landmark Funeral Group names Jackie Short Chief Operating Officer
Landmark Funeral Group has announced the appointment of Jackie Short as chief operating officer. Short joins Landmark from Headlands Research, where she served as chief operating officer of the private equity-backed clinical research network operating across the United States and Canada.
Throughout her career, she has led multi-site organizations through rapid growth, integration and operational transformation, building the leadership teams, operating models and infrastructure that enable local teams to deliver exceptional care while adapting to change.
Short’s appointment reflects Landmark’s continued investment in the leadership and operational excellence that support its growing network of locally owned and operated funeral homes. As the company expands, Landmark is strengthening the systems and local leadership that allow each funeral home to preserve its legacy while continuing to serve families in the community.
“As Landmark continues to grow, we’re building an organization that gives our partner funeral homes the leadership, support and resources they need to succeed,” said Seb D’Appolonia, president and CEO of Landmark Funeral Group. “Jackie has spent her career leading complex, multi-site organizations while developing strong teams and a culture of operational excellence. Her experience, leadership style and commitment to people make her an outstanding addition to Landmark as we continue investing in the long-term success of our funeral homes.”
