Have you ever wondered why costs differ, sometimes dramatically, from provider to provider in the death-care industry? Perhaps it’s because while multiple companies are in the same “industry,” the type of company they are and the level of experience they provide simply aren’t the same across the board. What we know for certain is that the average cost for a funeral in the United States is $6,500, according to the National Funeral Directors Association. This does not include cemetery costs. So why, then, can you walk in one door and spend literally thousands more than another?
First, I think it’s important to remember that every market and every individual provider faces its own demands and needs. Regionally, and by individual family, what is expected from a Funeral provider differs wildly. The Federal Trade Commission, under the Funeral Rule, has established what specific price categories and disclaimers must be included on a Funeral Home’s General Price List. However, the actual price is determined by the needs and desires of the organization to grow, expand, add services, and oh … make a profit. These are, after all, businesses with considerable risk and overhead incurred by the owners.
Perhaps we can find some clarity by looking at other industries. Emotions aside, you don’t have to look far to find that experiences and prices vary significantly within lots of other types of businesses. The Hampton Inn is a hotel. So is the Ritz-Carlton. However, in one, you are expecting a clean place to sleep for the night and decent service, whereas in the other you are expecting unparalleled attention to detail and the experience of a lifetime. Golden Corral serves steak – actually pretty good steak. So does Ruth’s Chris. At the Corral, you expect to serve yourself, enjoy a soda, and leave full. But, at Ruth’s, you expect a wait staff attentive to your every need, a sizzling plate with perfectly cooked, hand-cut, aged USDA prime beef, fine wines, and a uniquely high end atmosphere.
So maybe the difference in cost is less about the provider and more about the expectations of the consumer…what we call the client-family. Is it possible that each of us has to make a decision about the moments in life that most deserve a high level of care, a personal and meaningful experience, and even a little bit of extravagance? My best advice … is to ask.
Growing up in the Funeral Service profession and serving in various capacities has taught me that typically, there is a difference in experience that goes with the difference in cost. But the provider should be expected to defend the price and the experience that accompanies it.
Will there be enough staff? Are any services contracted out to “unknown” third party providers? Can the provider plan and provide an event that is meaningful to friends and family? What services and bereavement care programs are available AFTER the funeral? Does the provider offer merchandise options that meet my needs, personally? What about catering? How about the size, condition, and capabilities of the facility? Don’t be afraid to find out what the differences are. And don’t confuse what is “efficient” with what is “effective.” Remember that you have to be the judge as to what experiences deserve the attention to detail and service excellence that a middle or higher cost provider may provide.
A life well-lived is worth remembering … well.
Justin Baxley
BIO: Justin Baxley is a 6th generation Floridian and 2nd generation Licensed Funeral Director and Embalmer. He is the President of Hiers-Baxley Funeral Services, Marion County, Florida’s oldest business of record in continuous operation since 1885. Justin is a past Board-Member of the Florida Board of Funeral, Cemetery, and Consumer Services, and currently serves on the Board’s Probable Cause Panel and Continuing Education Committee. He enjoys motorcycling, hunting, fishing, singing, and spending time with his wife, Charity, and sons, Jacob and Joshua.


