In this standout episode of The Direct Cremation Podcast, host Tyler Yamasaki sits down once again with Ashley Jones, former manager of a high-performing low-cost cremation brand in Oregon and current client success consultant at Parting Pro. Together, they tackle one of the most pressing challenges in modern death care: why some online cremation brands thrive while most fizzle out before they ever take off.
Whether you’re testing a side brand or starting from scratch, this conversation is a masterclass in funeral home management, specifically focused on building scalable, successful online cremation services with the right mindset, infrastructure, and customer experience.
A Hard Truth: The Online Arranger Can’t Do It All
One of the first lessons covered is this: your online arranger, no matter how advanced, won’t handle every scenario. That’s not a bug, it’s a feature. Online cremation arrangements can streamline processes, but families still need human support for those edge cases, whether it’s an oversized cremation container or nuanced paperwork questions.
This is where smart implementation of funeral arrangement software and a well-trained team using funeral service software makes all the difference. Technology is a tool but empathy, flexibility, and follow-through remain the real differentiators.
The Demographic Disconnect
A recurring theme in this episode is misalignment between a funeral home’s environment and their expectations for an online cremation business. Simply put: if you’re operating in a rural market with a small population or a community that doesn’t regularly use email or the internet, launching an online-only brand is going to be an uphill battle.
But if you’re in a market of 200,000+ and you’re not seeing success, it’s probably not your demographic, it’s your execution.
Ashley and Tyler make it clear: even the best online cremation software can’t save a brand without proper research, realistic expectations, and a commitment to proactive marketing.
Price Matters, But It’s Not Everything
Too many owners believe the key to growth lies in slashing prices. But Ashley dispels that myth: the most successful brands she’s seen don’t necessarily offer the cheapest packages, they offer the clearest value. You don’t have to undercut everyone, but you do have to be competitive.
That means not only making your cremation website price-transparent, but also avoiding the mistake of “nickel-and-diming” families. Charging to talk on the phone or to get help with paperwork can kill trust. Instead, build value into your base package, even if your margins are tight. A streamlined, competitive offering powered by reliable funeral arranging software is more likely to win long-term loyalty.
The “Build It and They Will Come” Fallacy
Launching a new cremation brand without a clear marketing strategy is one of the most common missteps Tyler and Ashley see. Whether it’s SEO, local outreach, or cremation ads on Google and Facebook, your cremation brand needs visibility to survive. If no one knows your funeral website exists, it doesn’t matter how sleek your online arranger is.
Ashley points out that even when her team offered cremations for $495 (yes, you read that right), they still had to hustle, building relationships with hospice partners, holding tours for new staff, and becoming the default recommendation in their community.
Phone Etiquette: Your Hidden Sales Funnel
You can’t grow if you’re not answering your phone. And outsourcing your first point of contact to an impersonal call center can be devastating, especially for low-cost brands that rely on building trust quickly.
Ashley highlights how her team at Crown Memorial essentially built an internal call center—staffed by their own employees—so that every family spoke with someone trained, knowledgeable, and local. Even when outsourcing answering services, the most successful cremation businesses maintain quick callbacks and proactive communication.
A funeral director app or mortuary software might help with response times, but there’s no substitute for human warmth.
Mindset Over Margin
Perhaps the most important insight from this episode is the mental shift required to serve low-cost cremation families successfully. Too many funeral homes view their online brand as a defensive play, a way to keep up with the guy down the street. That mentality shows, and it’s a big reason why many fail.
The winners? They want those families. They proudly serve at the lower price point. And they don’t treat online cremation services like a lesser offering. They bring the same compassion and professionalism to a $1,200 direct cremation that they would to a $5,000 full-service funeral.
Final Thought: You Need a Growth Plan
No amount of funeral home software or cremation website optimization can fix a bad mindset or a nonexistent strategy. Ashley and Tyler close with a challenge: if you’re thinking about starting an online cremation brand, mystery shop your competitors. See what families experience firsthand.
Then, ask yourself honestly: does your brand feel like it’s ready to grow, or just there to stop the bleeding?
Key Takeaways:
- Use the right tools (like cremation software or a funeral director app), but don’t expect automation to replace connection.
- Ensure your demographic actually supports online funeral arrangements.
- Be competitive, not cheap. Avoid extra fees that feel punitive.
- Invest in a marketing and growth strategy, not just a website.
- Staff your phones with empathy and speed.
- Most importantly, approach your online cremation brand with pride, not fear.
This episode is a must-listen for anyone considering launching or revamping their online cremation services. Funeral tech alone won’t build your brand but with the right foundation, it can take you further than ever before.
Listen to the full episode on YouTube or wherever you get your podcasts. 🔗 https://youtu.be/iLIUqJu3Vo4