Far too often, I hear Funeral Celebrants complaining that it’s harder than ever to get Funeral Directors to recommend them. They complain that ‘the Celebrant market is flooded’ having never done any research to see if this is the case. They’re ready to say that there is no serious chance of making a living in this role, without considering that it’s their responsibility to build their own funeral celebrant business. It’s time to stop expecting other people to find you work, and to find it yourselves.
How do you begin to find clients without depending on Funeral Directors?
First and foremost, you have to accept that Funeral Directors are not interested in changing who they work with already. If they have a good working relationship with another Funeral Celebrant, they are not looking for more. This keeps their lives simple and means they get used to their regular celebrants. They are lilkely to tell clients about one or even perhaps two celebrants, and expect them to choose from them. The process works for them and, provided the celebrants they work with are of a good standard, they want things to remain as they are.
There is no point investing hours and effort trying to convince them to change and to work with you. This will simply result in you feeling rejected and useless, and exactly like the celebrants who are relying on this method and complaing that it doesn’t work.
Build Your Reputation Directly with Families
If Funeral Directors aren’t the answer, then how do you build a sustainable celebrant business? The answer lies in connecting directly with families and the communities you aim to serve. Start by positioning yourself as an approachable, compassionate expert who can offer personalised and meaningful funeral ceremonies.
One key step is to establish a strong online presence. A well-designed website and active social media channels can make a huge difference in reaching people before they even think about contacting a funeral director. Share valuable content that speaks to the emotional needs of grieving families, such as articles, blog posts, or videos about the role of a celebrant, how to create a meaningful funeral service, or ideas for unique tributes. This positions you as a thought leader in the space and helps families see the value you offer.
You should also encourage client testimonials and reviews. Word-of-mouth marketing remains one of the most powerful tools for service-based businesses. When families speak highly of the care and professionalism you showed, it can spark curiosity in others who are looking for someone with your skills. Ensure you ask satisfied clients to leave reviews on your website, social media platforms, or relevant local directories.
Networking Beyond Funeral Directors
While Funeral Directors may be the traditional gatekeepers, they aren’t the only professionals who come into contact with families before or after a death. Consider expanding your networking efforts to include people like solicitors, end-of-life doulas, bereavement counselors, and hospice workers. These professionals are often involved in conversations about funeral planning, and if they know who you are and the quality of your work, they might be inclined to recommend you.
Similarly, attending local community events, grief support groups, and charity fundraisers can help you meet people organically. Building relationships in these spaces allows people to become familiar with your name and your work, without the hard sell.
Embrace Modern Marketing Tools
Most funeral celebrants are great at face-to-face interactions, but the digital world offers tools that can help you scale those personal connections much further. Invest in SEO (Search Engine Optimisation) for your website so that when people search for funeral celebrants in your area, you’re the first name that pops up. Consider running Google Ads or targeted social media ads aimed at people who may be in need of your services.
You could also offer free resources—perhaps an e-book or a downloadable checklist for families planning a funeral. This not only provides value upfront but also captures their contact information so you can nurture a relationship with them, even before they are ready to hire you.
Stay Visible and Active in Your Community
Lastly, don’t underestimate the power of simply being visible in your community. Partner with local organisations for talks, workshops, or presentations on topics like “How to Plan a Meaningful Funeral” or “How to let your family know what your wishes are for your end of life” Volunteering to help with memorial events or grief support activities can show the community you care, and when the time comes, they’ll remember you as someone they trust with their loved one’s service.
Offer something different in your funeral celebrant business
The majority of Funeral Directors in my area are what I would describe as traditional. They work mainly with church burials and cremation services. They have a ‘way of doing things’ and don’t like it when we make suggestions that take them outside their comfort zone. However, it is vital that both Celebrants and Funeral Directors remember that everything we do is for the families and loved ones who are left to mourn. They are the people the funeral or life celebration is for. Be prepared to offer different solutions and suggestions. A few ideas might include:
- make contact with local venues that are traditionally busy at weekends with weddings. Ask them if they would consider hosting Life Celebrations during the week. Explain the process and that the coffin would be dealt with by the Funeral Director and treated with respect. A gathering in a local venue will have more meaning, and probably more attendees.
- Offer to attend the family and close friends at home before the ceremony, and say some words there. This is traditional in many parts of the UK, including where I am based in Wales. The Celebrant can create a ceremony to say farewell from home for the final time. It’s more intimate and personal and often, members of the family are happy to speak in this setting.
- Be the MC (Master of Ceremonies) for the wake, or gathering, after the service. Offer your services as someone who can hold the space at the gathering after the main service, and invite others to contribute. This more relaxed space will make it easier for those who were reluctant to speak at the serivce. It also allows them to comfort each other and express themselves.
Conclusion: Take Control of Your Business Growth
It’s time to stop expecting others to build your funeral celebrant business for you. The traditional route of relying on Funeral Directors may no longer be as viable as it once was, but that doesn’t mean there aren’t plenty of opportunities. Take control by building relationships directly with families, expanding your network beyond Funeral Directors, and making the most of modern marketing tools. The more proactive you are in creating your own opportunities, the more likely it is that your business will thrive.
If you’re determined to take control and build your business over the next 12 months, a great place to start would be some coaching. Why not book a FREE trial session into my calendar and let’s talk about your business hopes.