Brown Funeral Home - Homesteaders Life Company
Transcription
Brown Funeral Home - Homesteaders Life Company
y M Homesteaders August 2015 Robert Fields (center) and his family operate Brown Funeral Home out of Martinsburg, West Virginia. A carpenter by trade, founder Charles Brown opened the doors to Brown Funeral Home in 1880 after several years selling handcrafted caskets. At the time, he was one of two funeral directors operating in the community – one serving Democrats and one serving Republicans. Today, the West Virginia funeral home serves a much more diverse clientele at three affiliated locations. “This is my life and my passion,” explained current President/Owner Robert Fields. “To be successful in the funeral business, you really need to have a heart for grieving families.” A first-generation funeral director, Fields began working at the funeral home in college and quickly developed a passion for the business under the direction of then-owner Charles Brown. Upon graduation, Fields attended Catonsville Mortuary College and has been working at Brown Funeral Home ever since. For Fields, the funeral home really is a family-owned business. “Charles used to say that I was the son he never had, and now my three sons are working here,” Fields explained. “All our employees are dedicated, loyal and ethical, and each one has a passion for helping families. It’s really a joy to come to work every day, and having such a strong support staff makes it easier for all of us to enjoy life away from work.” Fields noted that in his 33 years at Brown Funeral Home, they have tripled the number of families they serve each year. As a result, they recently broke ground on a fourth location in Spring Mills. “Successful business is like a ladder,” he observed. “You start at a certain level, and it gets you where you need to go. But if you don’t keep adding rungs, someone with a bigger ladder is going to climb higher.” According to Fields, building up his business means focusing on meeting the ever-changing needs of his community and adapting to the rising demand for cremation and personalized services. “As cremation grows, we want to guarantee families that when they entrust their loved More My Homesteaders Contents – August 2015 Issue Brown Funeral Home................................. page 1 Important Updates & Upcoming Events... page 4 The Homesteaders Life..............................page 5 What We’ve Been Reading........................page 6 Continuing Education................................ page 7 How Hospice Is Changing Funeral Service – Part 3...........................................page 8 The New Homesteaders Website............page 10 Executive Insights.....................................page 12 Regulatory Roundup ...............................page 13 Note from the editor Thank you to everyone who contributed to last month’s successful launch of our first all-digital newsletter. We trust you’re enjoying the more robust and interactive content and taking advantage of the additional video and website links. As always, our ultimate goal is to reinforce our unwavering commitment to your success and to promoting the value of funeral service. Brown Funeral Home ones to us, we treat them with dignity and respect,” he explained, noting that an expansion to their South Berkley location will soon feature an on-site crematory. Fields estimates that about three quarters of the families who select cremation for final disposition also elect to hold traditional services at their funeral home, in large part due to the staff’s commitment to offering exceptional service to every family. In 1924, H.K. Brown purchased the King Street location and used it as both a residence and funeral home. It has since been remodeled three times, with additions in 1951 and 1961. “We work hard to create an environment where families are comfortable asking questions,” he noted. “We never want to miss out on an opportunity to serve a family because they were afraid to ask about our offerings.” In this month’s issue, the owner of Brown Funeral Home in West Virginia shares his thoughts on how to be successful in funeral business, our marketing staff provides an overview of the “new and improved” Homesteaders website and Kim Medici Shelquist completes her three-part series on hospice. Sharon Teale, Manager-Licensing and Compensation, provides an Executive Insights column that is a must-read for agents, along with a new Regulatory Roundup. In “The Homesteaders Life” section, we share some highlights from our national sales meeting, where our industry-leading account executives and regional directors gathered to gain insights to help you “fuel-up” your pre-need programs. If you haven’t visited with your Homesteaders AE recently, I’d encourage you to contact them to learn about the tools we have available to help you promote the benefits of advanced funeral planning and funding. Crediting his 34-person staff for their willingness to go above and beyond to help with these requests, Fields described a service they recently held for a motorcycle enthusiast. “We wheeled his Harley-Davidson into the funeral home and set the urn on the driver’s seat,” he recalled. “That’s how he lived his life, and that’s how the family wanted to remember him.” Take care, Barbara A. Bloomquist, Manager –Marketing & Communications 800-477-3633, ext. 7763 email: [email protected] myHomesteaders is a publication of Homesteaders Life Company, P.O. Box 1756, Des Moines, IA 50306-1756 Stephen R. Lang, Chairman, President & CEO Editor: Barbara A. Bloomquist Designer: Ken Haas Visit us at homesteaderslife.com. Life insurance and annuity products are issued by Homesteaders Life Company. Products are subject to state availability. Texas consumers visit www.prepaidfunerals.texas.gov for more information. (continued) More The stone chapel at the Ranson location was built in 1922 as an Episcopal mission and later became a Lutheran church. In 1982, Brown Funeral Home began operating it as a funeral chapel. 2 Brown Funeral Home “ Homesteaders worries about my business’s growth, not just my commissions. That’s the kind of program that really benefits a funeral home. ” Fields also cites their active pre-need program as a vital part of their on-going success. “Pre-need is the lifeblood of our funeral home,” he pointed out. “In today’s market, you need prearrangements to keep your business going.” Fields noted that he continues to be pleased by his choice to work with Homesteaders, pointing out that the staff is both responsive and supportive. “We’ve used other programs, but Homesteaders is by far the best fit for us,” he affirmed. “Homesteaders worries about my business’s growth, not just my commissions. That’s the kind of program that really benefits a funeral home.” (continued) Though the business has changed dramatically in the last 135 years, the staff members at Brown Funeral Home have maintained their passion for helping families and their communities. “We want to provide exceptional service, which is why we don’t use an answering service,” Fields remarked. “We have a director on call 24/7, and the business phone rings directly to my house. Day or night, when you call us, you can talk to a licensed funeral director.” Fields is proud of the ways he and his staff have been able to benefit their local communities. The funeral home serves as a business partner with the local Board of Education, hosts several veterans events and even sponsors an annual bike ride to honor police officers killed in action. Many of the staff members are also active in their local churches, rotary clubs and charitable organizations. “We are here to serve the community. People know when they hear, ‘Brown Funeral Home,’ that they’re going to be treated with respect, dignity and compassion.” brownfuneralhomeswv.com Fields estimates that about three quarters of their client families who select cremation for final disposition also elect to hold traditional services. Check out this short video to learn more about how Homesteaders is partnering with our funeral home customers to help grow their pre-need business. Today, Brown Funeral Home supports 34 employees working at three affiliated locations. 3 Important Updates Security Option Plus is now available in 46 states. Homesteaders’ shortfall protection – Security Option Plus – is now available in nearly every state. This product feature is designed to reduce the amount and frequency of shortfalls on prefunded funeral arrangements. “Security Option Plus is Homesteaders’ answer to an industry-wide concern: the gap between today’s funeral cost and the policy benefit,” said Homesteaders Chairman, President and CEO Steve Lang. “Most firms opt to guarantee the prices of funded prearranged funerals, and Security Option Plus allows them to offer this valuable protection with greater confidence.” To learn more about how Security Option Plus can help your firm or to see if it’s available in your state, contact your account executive. Over 100 firms are using our Families in Transition® aftercare newsletter program. We’re excited to announce that over 100 Homesteaders customers are finding value in our Families in Transition® aftercare newsletter program. The quarterly newsletter is designed to provide aftercare assistance to families in the first year following funeral planning or the death of a loved one. Each quarterly newsletter offers the grief support, encouragement and advice families need during these times of transition. Contact your account executive to find out if your firm qualifies for participation. Upcoming Events Homesteaders values participation in industry events, which is why you’ll find our staff attending conventions throughout the year. In the coming months, you can visit with Homesteaders experts at the following events: National Funeral Directors and Morticians Association Convention and Expo August 1-6 | St. Louis, MO Renaissance St. Louis Grand & America’s Center Independent Funeral Directors of Georgia Conference September 20-22 | Savannah, GA Hyatt Regency New Jersey State Funeral Directors Association Convention September 29-October 1 | Atlantic City, NJ Bally’s Hotel & Casino Visit our website for the complete list of upcoming events. Check out this short video to learn more about the Families in Transition® newsletter. 4 HOMESTEADERS L i f e At Homesteaders, we firmly believe that our positive corporate culture is the source of the high level of customer service and expertise we offer our funeral home customers. Ask anyone who works for Homesteaders and they’ll tell you the days go fast – proof positive that time flies when you’re having fun and loving what you do. Last month, we hosted our bi-annual sales meeting at our West Des Moines office. Our account executives traveled here from all across the country for a week of training to fuel them up for even better service to our Homesteaders customers. This year’s theme – Fueled to Win – focused on how our account executives can partner with funeral professionals to meet their goals and establish long-term financial security. This year’s meeting was a huge success – complete with team building exercises, presentations from industry experts and, of course, a little fun along the way. Click here to learn more about Homesteaders’ industry-leading account executive program. Right now in the Home Office Our employees are celebrating major milestones. Right now on the road Oklahoma account executive Jim Holderfield is retiring. As funeral professionals, you understand the importance of celebrating life – at the end of life and with loved ones along the way. At Homesteaders, we work hard to pass that along to our employees by encouraging them to celebrate major milestones. We offer each employee one floating personal day to use throughout the year (in addition to their paid vacation and sick leave) and encourage employees to participate in commemorating milestones in the lives of their co-workers including work anniversaries, birthdays and retirements. In July, we celebrated 20 birthdays, 19 work anniversaries and one retirement. Collectively, last month’s anniversaries added up to 247 years of experience working at Homesteaders! Our sales team is fueling up. After over 20 years working with Homesteaders, account executive Jim Holderfield will be retiring at the end of August. Jim joined Homesteaders in February 1993, just one year after we implemented our industry-leading account executive program. Since then, he has built relationships with countless funeral professionals in Oklahoma and the surrounding states, helping them grow their business and meet their financial goals. Please join all of us at Homesteaders in thanking Jim for his outstanding service and wishing him and his wife, Johnnie, a long and happy retirement. Jim Holderfield, pictured center (with box of cookies) at last month’s sales meeting, surrounded by well-wishing Homesteaders account executives. 5 WHAT We’ve Been Reading This month, we’ve pulled together a few of our staff’s favorite articles and blogs which offer industry updates, tips you can share with your client families and highlights from the all-new Homesteaders Life Company blog. Medicare Plans to Pay Doctors for Counseling on End of Life Medicare is proposing a new benefit for the 55 million Americans covered under the program: reimbursement for doctors who meet with patients to discuss their end-of-life medical care preferences. A final decision on the proposal will be made by November 1 with implementation beginning in 2016. Though certainly a controversial topic during the 2009 Affordable Care Act debates, the ongoing discussion brings to the forefront the importance of advance directives and end-of-life planning. How to Write and Deliver a Eulogy Often, the most moving parts of memorial services are the memories and stories shared by the loved ones left behind. Eulogies offer friends and family members an opportunity to reflect on the life of the deceased and remember fondly those moments which had the most impact. Though many will say it is a privilege and an honor to be asked to share their thoughts, it can also feel like a burden for loved ones who are coping with feelings of loss. We recommend sharing these tips with your client families to help them through the process. Describing Your Services: How to Write Great Copy As funeral professionals, you’ve likely shared your list of services with countless families only to find that your offerings, though valuable and competitive, aren’t as attractive to them as you would expect. This helpful article offers up five tips for crafting service descriptions that compel customers to select you as their service provider. Do Kids Belong at Funerals? As a company that is committed to promoting the value of funeral service, we found this article especially thoughtprovoking. Blogger Sharon Holbrook describes the importance of inviting children to funerals of older relatives and, in doing so, offers some thoughts on illustrating the value of life by exposing children to the natural grieving process. Though certainly a personal choice for each family, Holbrook’s perspective contributes to an ongoing discussion over the best ways to help young children cope with grief. The Homesteaders Blog As part of our ongoing effort to provide valuable content in an accessible digital format, we’re excited to introduce the Homesteaders blog. This new content hub will feature even more information to help you better serve your client families and secure the long-term success of your business. Highlights from last month’s posts include creative ways to serve families who choose cremation, tips on boosting your pre-need sales, best practices for earning referrals and much more. Click here to take a closer look. Want more great content? Connect with us on social media or subscribe to our blog for additional industry information, tools and tips. 6 Continuing Education Opportunities Successful Sales Strategies for Pre-Need Professionals September 22-24 | West Des Moines, IA Don’t miss out on this great opportunity to boost your pre-need sales and bolster your selling technique! This rigorous three-day course is offered as a free benefit to Homesteaders customers. Spots are limited for this session, so contact Judy Ralston-Hansen or click here to learn more. Certificate in Strategic Business Management October 6-8 | Des Moines, IA The Certificate in Strategic Business Management is a three-day classroom experience designed specifically for owners and operators of funeral homes. In partnership with Drake University, we are pleased to offer this program to funeral professionals who want to adopt the latest and most innovative business practices. Enroll by Saturday, September 19, to receive a $50 discount on your course registration. Contact Lisa Boes at Drake University or click here to learn more. Homesteaders also hosts several continuing education programs throughout the year which qualify for state insurance, funeral director and ethics credit hours. Click here to learn more about our August classes in Coralville, IA. Check out this short video to hear what past participants have to say about our Successful Sales Strategies class. 7 How Hospice Is Changing Funeral Service (and How You Can Adapt) – Part 3 Kim Medici Shelquist Senior VP-Planning and Development Prior to her tenure at Homesteaders, Shelquist worked as Director of Business Development and Communications for Hospice of Central Iowa. Hospice is changing how funeral professionals interact with the families they serve. In the first two installments of this series, I explained how hospice care providers can act as “gatekeepers” for a significant number of these families and encouraged funeral professionals to create meaningful relationships with hospice care providers. In this final installment, I’ll address ways hospice care is changing families’ perception of death and dying. The family perspective In my experience, families who have a loved one die under hospice care have a different perspective on the death. With nearly 50% of the deaths in the U.S. occurring under hospice care, it’s important to ask whether the needs of these individuals and families might differ from people we’ve served in the past. While there is no typical family experience, many hospice families experience some or all of the following: • A chance to gather with family and close friends to say goodbye to their loved one. • Conversation about what to expect at the time of death. • Help in preparing for the death of their loved one. • Participation at the time of death and as much time with their loved one as needed following the death. They may even have a prayer or brief ceremony facilitated by hospice staff or clergy following the death. The recent death of a good friend’s mother provides an example of how some of these experiences can come together to influence funeral choices. I knew my friend’s mother was in hospice, so I wasn’t surprised when I saw the following Facebook post. “My 90-year-old Mother passed away this morning surrounded and being held by almost all her family. Very peaceful and very beautiful. So grateful to have had her for so long. Brace yourself Dad – she is on her way!” That post was closely followed by another: “For those who have inquired: No funeral services for my Mother at this time. She has been cremated. The family will join together in April to bury her ashes and celebrate her life. The pastor arrived at hospice just minutes after her passing and shared with the family the most beautiful and meaningful blessing and anointing. It lifted us all up and filled us with love and peace for our mother.” No funeral service at this time? I was surprised by this, because my friend had told me about plans to make funeral arrangements for her mom. We’ve been friends for a long time, so I asked her about it over coffee. As it turns out, they had planned a formal funeral service to accompany the burial of the cremains, but as noted in her post, it wasn’t scheduled until April – four months following the death. Why wait? Didn’t they feel a need to gather the family and say goodbye? She told me that her mom had outlived most of her friends and immediate family. In the months leading up to her death, my friend’s siblings had made many out-of-state trips from their homes. They really needed to get back home to their jobs and families. More • Demographically, their loved ones tend to be older and to have experienced a long-term, chronic illness. • Many hours of missed work along with significant and unexpected expenses. This piece was adapted from an article that originally appeared in the February 2015 issue of The Director. • Disagreements related to their loved one’s care when difficult decisions about end-of-life must be made. • Physical and emotional exhaustion. 8 How Hospice Is Changing Funeral Service (and How You Can Adapt) – Part 3 We’ve all heard of similar delays, but the part played by hospice in this story is one that is not often shared with the funeral director when a family calls asking for a direct cremation or limited services. It’s important that we understand it and identify ways to serve these families. This will require even greater flexibility from funeral professionals and an understanding that non-traditional services can play a meaningful role following the loss of a loved one. My friend went on to tell me about her mom’s death. “The hospice nurse was wonderful. When Mom died, the nurse didn’t say ‘She’s gone.’ or anything like that. She said, ‘You sent her on her way with so much love.’ It felt like we had really done something for Mom.” Check out this short video to hear more about how hospice is changing funeral service. Differences in the siblings’ religious traditions had led the family to agree they didn’t want a church service, but they welcomed a pastor to the hospice room following the death. (continued) “toIt’saskimportant whether the needs of hospice families differ from people we’ve served in the past. ” “He touched Mom’s hands and asked us to remember the wonderful things she had done with her hands. We were each able to share something that had meaning to us. When it was over, we felt like we had been to a memorial service.” Conclusion How is hospice changing funeral service? Likely in ways too numerous to count. We need to anticipate that those changes will continue and prepare for the accompanying opportunities and challenges. The key to preparing is in more completely understanding hospice care and the families it serves. Only then will we have the information and tools needed to create meaningful relationships and join together in mutual passion for serving families. 9 Introducing the New Homesteaders Website Dean Lambert, Senior VP–Marketing Communications Six years ago, Homesteaders launched a website that reflected the times in terms of navigation, content and technology. Because website users’ needs (and the available technology) advance rapidly, it soon became clear our website needed an update. We’re pleased to introduce the new homesteaderslife.com, which is designed to provide the best possible user experience. The site is easy to navigate, provides flexibility for us to continuously add new content and, most importantly, is created to promote the value of funeral service. The vision for redesigning our website was simple: put funeral service first. Because Homesteaders is focused solely on pre-need funding, we share a common goal with our customers to help serve families. We want to help you communicate the importance of what you do every day to make the worst day in a family’s life a little easier. We hope the website will become a resource for visitors searching for answers about funerals, cremation, burial, end-of-life planning, prearrangement and other topics that funeral professionals are uniquely qualified to answer. By doing so, we’ll establish funeral professionals as experts on these topics. More Alyssa McNab, Digital Marketing Specialist 10 Introducing the New Homesteaders Website (continued) In addition to educating website visitors about relevant topics such as funeral planning, funeral funding, burial, cremation and more, it is also our intention to launch a funeral home locator soon. This function will make it easier for consumers to connect with funeral homes that actively do business with Homesteaders. Finally, the new site is also designed to address the way people are consuming content. Tablet computers make up half of all devices purchased today and used to access the internet.* The all-new Homesteaders website is designed to provide an excellent visitor experience no matter how it is accessed: desktop computer, laptop, tablet or smartphone. Of course, the website will still support our company’s brand and ensure our customers have access to key information. You’ll find answers to common questions and a link to the secure myHomesteaders dashboard. New to the website is a frequently updated blog and Homesteaders Twitter feed. These communication sources will provide fresh content to keep you informed, help you grow your business and better serve client families. We invite you to take a look at the new homesteaderslife.com and spend some time exploring its new features. Because we’ll be adding content constantly, please check back often to find fresh business ideas and information that fulfills our commitment to promoting the value of funeral service. *According to market research from Canalys The vision for “ redesigning our website was simple: put funeral service first. ” 11 Executive Insights Sharon Teale Manager-Licensing and Compensation At Homesteaders, we partner with pre-need sales agents to help families select the right product to fund their end-of-life plans. We rely on our agents to not only write good business, but also to maintain accurate policy records. A pre-need policy record contains legally binding contracts between our company, the consumer and their funeral service provider, and as such is subject to state regulations regarding auditing and reporting. Because of this, one of the most important responsibilities entrusted to agents is the keeping of readily available, up-to-date pre-need policy records. Record-keeping regulations differ by location, but generally, agents must maintain a separate record of each pre-need contract including the following information: 1. C ontact Information Include the full name and current address for the policy holder and/or insured as well as all beneficiaries. 2. P ayment Details 4. P olicy Value Include the value and balance of each policy as of the most recent transaction. 5. L ocation of Funds List the location of all pre-need funds, including the name, address and account number for bank accounts, the location of any certificate of deposit, the name of the insurance company and the assigned policy number. 6. P olicy Documentation Keep copies of any communication you receive from Homesteaders Life Company regarding the policy. In general, policy records should be kept for five to seven years, depending on the requirements of your state regulators. Keep in mind that inaccurate records could result in the termination of an agent’s insurance license, criminal sanctions and, in some cases, termination of a funeral provider’s ability to conduct business. Requirements differ by state, so check with your local insurance department to ensure you are in compliance with your specific requirements. As always, you can contact Homesteaders at 800-477-3633 if you have questions about keeping and maintaining accurate policy records. Outline each of the payment details including the amount of pre-need funds paid, along with any periodic payments, as well as the date each payment was received. 3. C ontract Details Specify the purchase of all goods and services through the contract as well as the contract revocability identification. Check out this short video to learn more. 12 Regulatory Roundup In this new section, our agents can find information on changes in their states’ insurance regulation. As part of our ongoing effort to help our agents stay up-to-date on the industry trends, we’ll be including this content periodically on the back page of our newsletter. California’s Department of Insurance has increased licensing fees. All fees have increased by 10 percent – it is now $170 to renew a California insurance license. If your license has expired, you can avoid long lines and delays by using the department’s online renewal service. Online applications are processed quickly, and licenses are issued within 24 hours, provided all renewal requirements have been met. Click here for details. Agents in Massachusetts need to complete continuing education credits prior to license expiration. North Carolina has launched a new website for exam results. The North Carolina Department of Insurance’s new site makes it much easier to track pre-licensing exam results. The new site includes test results, pass/fail rates and regulation updates. Click here to check out the site’s new features. Tennessee has introduced a new one-stop shop for licensing information. The new Department of Insurance site serves as a hub for details surrounding all regulated professions, including pre-need insurance. Features include application information, fees and additional requirements. Click here for more details about pre-need seller registration. The National Insurance Producer Registry has introduced an online form to update contact information. The NIPR now accepts contact change requests for 23 states using a new digital form. The process makes it easier to update phone numbers, fax numbers, email addresses and physical addresses. Click here to see if your state accepts the online form. Per state regulations, agents must complete their required continuing education credits before their licenses expire to avoid increased fees and possible license suspension. The credit hours must appear on the agent’s transcript prior to the license renewal date. Click here for details. 13 39,357 families served to date in 2015 what are your next steps for improving your business? Refinance Acquire Renovate In 2014, Live Oak Bank saved borrowers who refinanced an average of $5,732 per month. Refinancing your existing debt can allow you to achieve new savings and improve cash flow. You’ve built a successful funeral home, and you’re ready to develop your business even more. Acquiring another funeral home provides that growth. *average monthly savings based on 17 DCM borrowers who refinanced in 2014. vs. Could your business benefit from expanding or renovating its current facilities? With changing trends in the funeral industry, making necessary improvements to your funeral home could provide families more options and increase your customer base. LOCAL BANK Dedicated Funeral Home Lending Team that understands the changes in the industry Lender works across various industries without specializing in those industries Lends capital based on the business’s cash flow Lends capital based on 80-85% of the real estate value with no consideration for goodwill Lends on the goodwill of the business, meaning the owner’s hard work and business reputation is rewarded Owner gains no credit for the business reputation if real estate value is not adequate Longer term loans with no balloon payments or covenants allow for lower monthly payments, improve cash flow Shorter loan terms that include balloons, offsetting the lower interest rate offered All appraisal, environmental, and other costs included in loan proceeds Higher out-of-pocket cost for buyer and seller Simple loan structure that includes working capital and seller carry options to satisfy any required down payment Complex loan structure that can have as many as four loans to satisfy one request No prepayment penalty after 3 years Prepayment penalties that may offset lower interest Contact Tim Bridgers at 910.685.7446 [email protected] | liveoakbank.com/funeral Copyright 2015 Live Oak Banking Company. All Rights Reserved. Member FDIC