The Courage Conversation: What Pet Owners Know That Funeral Homes Don’t
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In this episode of the Deathcare Marketing Show, host Mary Barnett sits down with Rachel Moring, a second-generation deathcare professional with 26 years of preneed experience. Rachel is the Founder and CEO of NextGen Legacy Planning and creator of Paws Up Preneed (P.U.P.), an innovative program designed to help pet families pre-plan and pre-fund end-of-life care for their companion animals.
Rachel reveals how starting preneed conversations around pet care opens doors to broader human end-of-life planning. She highlights why funeral homes must embrace evolving consumer preferences including cremation and pet preneed to stay visible, trusted, and chosen long before a family needs their services.
Episode Overview
Most funeral homes assume people avoid discussing death, but often families are simply waiting for a trusted professional to start the conversation. In this interview, Rachel Moring breaks down how pet owners’ deep emotional investment in their “fur babies” provides a natural, compassionate entry point for preneed education.
Rachel shares practical strategies for funeral directors: from training staff and organizing open “office hours” to overcoming the resistance to cremation and fostering an internal culture of empathy that spills over into family care.
Key Insights
- The Pet-to-Human Gateway: People will often do more for their children and companion pets than they will for themselves. Helping a family pre-plan for a pet naturally lowers barriers to discussing human preneed.
- Preneed as a Gift, Not a Sales Pitch: Pre-planning isn’t about pushing products—it gives families peace of mind and spares loved ones from making painful decisions during acute grief.
- Embrace Cremation & Diverse Services: Resisting or putting up obstacles against cremation drives families toward competitors. Offering comprehensive options ensures every family feels respected regardless of disposition choice.
- Multi-Channel Presence: Visibility isn’t built on a single campaign. Success requires showing up consistently across digital channels, community volunteering, and local partnerships.
- Start From Within: Internal staff culture dictates external customer experience. Ensuring front-line team members feel supported and happy directly reflects how compassionate they are with grieving families.
Actionable Tips for Funeral Directors
- Implement the “CONNECT” Framework:
- C – Create Safe Conversations: Listen deeply and ask open-ended questions about what families want rather than assuming.
- O – Offer Options: Present full service and memorialization choices so families never regret missing out on meaningful keepsakes.
- N – Normalize Planning: Reframe pre-planning from something scary into an act of love and celebration of life.
- N – Nurture Relationships: Stay active in the community by volunteering during work hours and building local touchpoints.
- E – Empathize First: Ensure staff members give families unhurried time and genuine care throughout the planning process.
- C – Communicate Consistently: Use automated CRMs to send non-sales, thoughtful check-ins (e.g., holiday greetings) year-round.
- T – Take the First Step: Reach out to local service clubs or community groups to present informative talks on legacy and pre-planning.
- Host Informal “Office Hours”: Set aside bi-weekly time slots (e.g., 9:00 AM – 11:00 AM) where community members can drop in, ask questions about pre-planning or existing insurance policies, and enjoy coffee with no sales pressure.
- Partner with Local Pet Organizations & Veterinarians: Offer standalone pet preneed solutions (like Paws Up Preneed) or collaborate with veterinary clinics to support pet owners facing end-of-life decisions.
- Conduct Internal “Why” Check-Ins: Regularly gather team members over lunch to discuss why they chose the deathcare profession, helping align team values and boost front-line morale.
Key Quotes
“Planning ahead is peace of mind for your family.”
“Leadership means surrendering your own needs for others.”
“One conversation can lead to doors that you never knew could open.”
“Take care of your people on the inside… that toxicity or joy will spill over into families and impact your business in the long run.”
Resources & Links Mentioned
- Guest Company: Learn more about Rachel’s preneed marketing solutions at NextGen Legacy Planning or explore Paws Up Program.
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