Death Care Marketing Show | E1: The Real Reason Funeral Homes Struggle with Retention with Lisa Baue

Leading with Heart: Retention and Women in Funeral Service

In this episode of Death Care Marketing Show, host Mary Barnett and guest Lisa Baue talked about the critical role of staff retention and positive culture in the funeral service industry. Baue emphasizes that marketing begins internally, as families base their perceptions on the interactions they have with staff rather than just a website. Since women now comprise 75% of mortuary school graduates, the discussion highlights the necessity of mentoring women leaders and addressing burnout to maintain a competitive advantage. 

Baue advocates for vulnerable, heartfelt leadership, suggesting that owners prioritize one-on-one listening sessions and equitable pay to foster loyalty. She also introduces Funeral Women Lead, a nonprofit dedicated to providing the community with leadership training, scholarships, and wellness resources. Ultimately, the source argues that a satisfied workforce is the most effective way to secure positive reviews and long-term business growth.

Death Care Marketing Show | Episode 1 (watch here)

This episode explores the critical link between employee retention and marketing. With 75% of new funeral service graduates being female, the industry must shift its culture to support, mentor, and grow women leaders to maintain a competitive advantage

Actionable Tips for Funeral Home Owners

1. Implement High-Impact One-on-Ones
  • The Strategy: Schedule regular, uninterrupted one-on-one meetings with every team member.
  • The Execution: Meet in a quiet place, turn off all phones, and focus on the person, not just their tasks. Ask: “How is your family?” or “How can I support you better?”.
  • Why it works: Retention is won or lost in these personal connections; employees need to know their leader truly cares about their well-being
2. Practice “Heartfelt” Leadership
  • Listen Openly: Use group forums or one-on-ones to ask four key questions:
    • What do we need to stop doing?
    • What do we need to start doing more of?
    • What do we need to do differently?
    • How am I doing as your supervisor?
  • Be Vulnerable: Don’t be afraid to share your own fears or failures. It makes you a relatable, trusted leader rather than an unapproachable boss in a suit
3. Modernize Your Compensation and Scheduling
  • Benchmark Against Healthcare: Compare your salaries and schedules to Registered Nurses (RNs) or emergency care.
  • Offer Flexibility: Consider shifting to models like four days on, three days off to prevent burnout.
  • Address Debt: Many graduates enter the field with significant student loans; consider offering debt repayment programs to attract and keep talent
4. Extend Your Onboarding Process
  • The 180-Day Rule: Move away from a standard 30-day orientation. Extend it to 180 days with a structured plan for the first and second 90-day blocks.
  • Cross-Training: Have new hires spend time in every department from the care center and crematory to pre-planning and maintenance so they appreciate every role in the firm
5. Treat Culture as Marketing
  • The Link: Families do not experience your website; they experience your people. If your staff is burned out, they cannot provide the level of service that leads to positive reviews and referrals.
  • Staff Surveys: Use anonymous surveys to measure engagement. Current Gallup data shows only 20% of employees worldwide are engaged at work; knowing your firm’s “pulse” is vital for stability

Books Mentioned in the Show

  • By Lisa Baue: Leading with Heart (All proceeds benefit the Funeral Women Lead foundation for scholarships).
  • By Patrick Lencioni: The Ideal Team Player and The Advantage.
  • By John Maxwell: The 21 Irrefutable Laws of Leadership and Leadership Gold.
  • By Monty Krabs: The Drum Tech (A young adult novel recommended by Lisa)

Connect with Lisa Baue & Resources

  • Website: funeralwomenlead.org — Access the national retention poll, resources, and scholarship information.
  • Email: lisa@funeralwomenlead.org
  • The Women’s Leadership Academy: A new 18-month program starting September 27th focused on self-confidence, self-care, and management skills.
  • The Wellness and Leadership Summit: Sept 28-30, 2026
  • Coaching: Learn more about business growth and leadership at Your Funeral Coach

“Flip your organizational chart upside down. You’re on the bottom, and you’re uplifting and supporting your staff… Your people come first.”  — Lisa Baue

If you have wisdom and insights to share with your peers in the Deathcare industry, and would like to be a guest on the Deathcare Marketing Show, please apply here: http://deathcaremarketingshow.com

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