Why are out-of-area cremation providers suddenly marketing heavily in our community?

In the past decade, the number of funeral firms in the U.S. has declined about 10%. The financial stress on smaller funeral homes in our industry is real, as many families choose to downscale or eliminate their traditional practices when they lose a loved one. This downscaling trend is fed by various societal issues such as changing family structure, lower church affiliation and geographic disbursement. Particularly in a state like Michigan, where we have been losing population, there is excess capacity among some funeral providers.

If a funeral firm is not doing an adequate volume of business in the city where it is located, one business model is to develop a “discounting” business in surrounding counties. This has been popular in large cities on the east coast, where discounters price advertise in outlying suburbs and rural areas with quotes that local funeral homes cannot realistically match. These pirates need to increase cash flow even at unsustainable and unprofitable prices. Their own overhead is mostly covered by their central, but declining, funeral business, so any additional revenue they can poach from someone else helps their bottom line. They rarely deliver on the advertised price, and don’t attempt to provide a comparable level of service because they are not interested in customer satisfaction, recommendations or future business. Their only real interest in the customer is trolling for any quick additional cash they can realize. Pirate firms frequently succeed in taking enough of a small town funeral home’s volume to destroy their viability, often with the deliberate intent of eventually buying up these firms to eliminate any future competition. Some people say that’s “just business”. We believe it is unethical and ultimately harmful to consumers and smaller local communities. 

How does that impact me?

Casting suspicion on trusted local businesses and promising a better “deal” online or out-of-town is currently a common strategy for advertising products and services of many kinds. Most local funeral homes try to serve their hometowns with care, compassion, character and community support, and they do it pretty well. They pay school taxes, make donations, buy goods and services, maintain a commercial building and raise families in their town. Your local businessperson has every reason to care about your satisfaction, your continued goodwill and your future business. The price advertiser does not. Also, if you are a more traditional funeral consumer, using a provider who is discounting almost guarantees that you are overpaying in order to subsidize someone else’s discount. 

In a confused culture filled with complex reactions to death, people may be quite attracted to the concept that all their final expenses can be easily and quickly settled for less than $1000. Believing this helps them rationalize failure to plan and provide for their own mortality. Discount ads reassure them that final expenses are no big deal and can safely be ignored. Of course, they won’t be around to know differently and their survivors will often pay whatever is charged in an attempt to “honor their wishes”.

So why do you care?

We have watched the discount strategy unfold here, and across the country, for several years. The consumer finds out too late that he or she paid more than was expected for less than was expected. The small town loses a downtown real estate anchor, a contributing legacy business, a community landmark, and school & tax revenues. Good funeral service declines as more families receive poor service from distant providers who don’t know them and have little incentive or ability to serve them well. Small, local funeral homes lack the resources to advertise against discounters, and aren’t allowed to do so collaboratively by anti-trust regulations. On numerous occasions in our company’s history, we have used our advertising budget to warn people about scams from private cemeteries, telemarketers and others who prey on the naïve, vulnerable and uninformed. We are stepping forward to do so once again because we believe consumers are confused. Senior citizens, the poor, the undereducated, and the unsophisticated consumer are likely victims of misleading advertising.

Why is this more prevalent now?

There are intricate social, economic, generational and cultural influences that impact how people view death care at any particular time in history. Currently, the concept of simple, inexpensive cremation can be very appealing. As with health care issues, “researching” on the internet has its advantages, but can also promote anxiety, fear and misinformation. When buying food, we are aware that shoppers get confused over terms like “natural” and “organic”. In funeral terminology, “Just”, “Simple”, “Direct” and “Memorial” are attractive, but have vague meanings.

One of the best ways to make good choices is to fully investigate and plan well in advance of need with local providers worthy of your trust. This process is not onerous but requires some detail work. An initial pre-planning conference will take 1-2 hours. Follow-up discussion with involved family members is usually necessary. Proper cremation authorization may present a problem. A funded advance plan is the responsibility of every adult, and meeting with a funeral director to get accurate costs is part of that process. (Remember that funeral homes are emergency businesses and that making an appointment works much better than just “dropping by”.)

Can’t we just call you?

Only if you live in northern St. Clair County. We serve the greater Port Huron/Marysville area.  We know we cannot possibly provide quality service to cremation families who live miles away. Your local funeral homes are equipped and available to serve you effectively, quickly and fairly. If you don’t care for, or have a personality conflict with a director in your town, call the next closest firm. If a person dies in a remote hospital or nursing home, your local funeral director will make any arrangements for services in the hospital vicinity, should that be necessary. You are always best served by your local funeral homes. 

If low price is my main concern, shouldn’t I take the best deal?

Be careful. Advertised prices are sometimes designed to be bait-and-switch come-ons.  Notice the small print “starting at” language that is often present. Until you have a printed, dated and signed “Statement of Funeral Goods and Services” with all detail lines completed, you have no guarantee of the final price. A recent NPR article alleges that a national firm averages about $3000 for full-service cremation, including crematory and permit fees, which is probably not unreasonable, given their facilities and expenses. A discounter may quote prices as low as $395 but may not include many service items that the consumer will ultimately need or want. It is extremely difficult, even for us, to ascertain what, exactly, is being charged based on website information. Your local provider should be able to explain why his or her prices are what they are, along with what is included. Keep in mind that every business sets prices according to its cost of doing business. A provider with a large mortgage must charge more than one with no debt. A provider paying its staff adequate wages and benefits will be more expensive than one operating with casual, poorly compensated help.

Charges for removing pacemakers prior to cremation (this should be free), daily charges to shelter the remains, unusual transportation or mileage, mark-ups on cash-advanced items like obituaries and death certificates (these should be disclosed) and inflated or added charges for merchandise are all sales tactics that quickly increase the initial quoted price. Discounters may indeed produce the quoted price occasionally and under pressure, but funeral consumers should never be required to negotiate prices. Any funeral home willing to bargain, barter or offer different prices to certain consumers should be highly suspect. Ethics dictate that all families should pay the same amount for identical services, with the exception of government-verified welfare or charity cases. The Federal Trade Commission mandates that whenever you begin discussing arrangements with a provider, you must be given a General Price List in standard format. At the close of arrangements, you must be given a written, detailed Statement of Funeral Goods and Services.  Failure to provide these documents should be reported to the F.T.C. at 1-877-FTC-HELP. Misleading advertising and other ethical complaints against providers should be reported to the State of Michigan LARA @ 1-517-373-9196. The Michigan Funeral Directors Association website lists further actions to take when you have complaints about a provider. 

What about a local firm advertising discount prices?

A funeral home has price advertised in the Port Huron area for many years. In 2016, in the Port Huron/Marysville service area (north border of the City of St. Clair, west to Goodells and north to the Sanilac County line) there were approximately 944 deaths, according to newspaper and website obituary postings. There are three separate death care providers located in and regularly serving this area. Last year, less than 20% of families in the greater Port Huron area chose the price advertising funeral home, even after years of exposure to the “low-price” ad. More than half of that firm’s business in 2016 came from outside the area where the firm is located and has an established reputation. The firm is not listed, as of April 30, 2017, as a member of the Michigan Funeral Directors Association, the National Funeral Directors Association, Cremation Association of North America or the International Cemetery, Cremation and Funeral Association, the organizations leading practice and protocol in cremation standards. This is the only firm from the Thumb area which is listed as having a complaint against it on the State of Michigan LARA website.  There are several court proceedings involving this firm listed on the St. Clair County website. Consumers may believe that if advertising is false, they can take legal action. Most eventually find that taking action against a provider is difficult, time-consuming and disheartening for those already grieving a loss. Unlike overpaying for an expensive funeral, admitting that one made poor choices while seeking a discount cremation price is embarrassing and tends to go unreported. Obtaining references from satisfied past customers and checking on the reputation of professionals you deal with is simply wise practice, especially if you live outside the area.

Does joining a cremation society make sense?

We don’t believe it should be necessary to pay a membership fee to “qualify” for a discount cremation. The word “society” implies non-profit status. However, current cremation or memorial “societies” in Michigan are largely for-profit brands of funeral homes (whom they like to disparage as “high cost” in their direct-mail and radio advertising). The names they operate under are usually brands which have been purchased by corporate funeral home conglomerates. These brands buy ads and endorsements in national senior and veteran magazines and engage in extensive direct mail. Sales made years in advance of need, without interest, can create tremendous financial leverage and cheap capital for national companies who seem more interested in real estate speculation than funeral service. We find that they are often more expensive than local providers, but purchasers often buy their products and fail to check their claims about other provider’s pricing. Snowbirds may buy packages while vacationing in the South, only to find they are impractical, and sometimes unusable, if they die at home because there is no near-by location. Any provider that sells you a container or urn that you are supposed to store for the rest of your life is doing you a disservice, as affordable urns are easily available from many sources at the time of death.

Other “cremation societies” are brands of smaller funeral homes in Michigan. Always demand transparency and know with whom you are dealing, exactly where they are located and their guaranteed E.T.A. in an emergency. How much will you pay in transportation fees? Who will serve your family (and where) when signatures, death certificates and cremated remains must be exchanged? 

Recently, we have noticed attractive websites which can be googled under “local cremation” or “cremation in Any Town, Michigan”. These appear to be local businesses or funeral homes but no actual location is specified. These may be brokers or out-of-state operators “jobbing” cremations around the country. Contracting with an operation like this means you may not be protected by Michigan consumer law. Under no circumstances would we recommend giving personal information, releasing remains or paying on such a website. The websites often have attractive “non-traditional” sounding one-word names such as “Mountain” or “Family”. In Michigan, any cremation provider must have a funeral establishment license. You should know where both the provider and the crematory are located and who manages each facility before releasing a loved one’s remains into their care.  

What about free cremations suggested by medical personnel?

It is illegal and unethical in Michigan for nurses, law enforcement or hospice personnel to “steer” families to funeral or cremation providers for remuneration. Recommendation should only be based upon recent, personal experiences. Any professional making recommendations should be following up with families to determine their satisfaction after the fact. If you encounter such behavior, report it to the hospice or facility director or to the police chief or sheriff. Whole body donation usually requires pre-death paperwork and approval from a university.

Organizations that dissect and sell body parts over state lines may offer “free cremations” in attractive brochures and convince well-meaning but uninformed caregivers to “recommend” them to families. In 2016, criminal body part sales in the Detroit area were extensively reported in the newspapers. This year, cremation discounters in the Flint area have been charged with serious violations of the public trust. More information about these events can be viewed here. If you believe unscrupulous operation is not a threat in our state, you may wish to read these reports. 

Can’t I call a crematory myself?  Why do I need a funeral home anyway?

In Michigan, state law requires a funeral home establishment license to file the death certificate and permit needed for cremation to take place. Joint ownership of funeral establishments and crematories is prohibited. If a funeral home claims to own a crematory, they are either lying or running an illegal operation. The only crematory in the Thumb is May Memorial in Port Huron Township. You should know where your loved one will be cremated, how and when they will be transported, and what insurance liability benefit is available should a vehicle accident occur during transport. You should have the option of being present for the start of the cremation process if you so desire. You should understand the identification procedures used by the crematory to ensure proper return of remains. Our funeral home has a trained NFDA Certified Crematory Operator on staff. Although we do not own a crematory, we are fully informed as to proper procedure and operation of the facility we use.

Are some providers specialists in cremation?

As far as we know, almost every funeral home in Michigan provides cremation services (the exceptions would be certain religious organizations). Our cremation rate is over 60% of families served in Port Huron. (This includes families selecting funerals followed by cremations, cremations followed by memorial services or gatherings and cremations without services.) There are no “cremation specialists” among funeral homes. However, there are still a few very traditional funeral directors and clergy who do not care for cremation. This is a discussion topic you should pursue as you consider who will best serve you as a cremation preferring consumer. The choice of cremation should be respected, spoken of and carried out with the utmost dignity and care by any funeral professional. Cremation is a norm in our area, and has been for many, many years. No local funeral director is unfamiliar with, or surprised by, a family choosing cremation. We have actively participated in MFDA Districts Six (Metro area) and Seven (Thumb area) for 30 years and personally know almost all of the funeral professionals and staff in these areas. Most of these firms regularly attend professional training and conferences to ensure that they are serving their families with the most up-to-date options and information available. This area of Michigan has some of the finest funeral directors we know.

How is your discount subsidiary, Pillar Cremation, different?

Pillar Cremation is a discount cremation service provider that is a subsidiary company of our Marysville Funeral Home. It offers a local option from a trusted provider to Port Huron area families for whom cost is an overriding factor, or for those who are willing to forego service for price. Just as major hotel chains offer a variety of brands which offer varying levels of service at different price points, we can offer cremation packages which are less expensive because all extra services are eliminated. We will never cut corners on what we consider essential elements of dignified and respectful decedent care, and we are fully transparent with families as to what services they are opting out of when they select Pillar. Our General Price List and a complete listing of prices and services is online at Pillarcremation.com. We are online so that there is no question as to what our prices are, what quotes have been given verbally or what is included in a price. Pillar helps us serve the Port Huron indigent community and the minimalist consumer in a fair and upfront manner. The Department of Human Services administers emergency burial funds in each county and is responsible for determining how local needs are met. We are not interested in providing Pillar Cremation services beyond St. Clair County, as we know we cannot properly care for and competently service distant bereaved families. Again, your local funeral director is your best resource for information and quality care. A local firm in your area is best able to advise you of procedures in your county, especially if indigent burial or veterans benefits are involved.

How much should a cremation cost?

That depends upon the choices, needs and desired budget of any particular family, and upon the General Price List of the selected provider. The following estimates may be helpful in understanding some of the line items that may be involved in a cremation arrangement contract:

• The crematory fee at May Memorial Crematory is $280
• The St. Clair County Medical Examiner charges $75 to approve a cremation permit.  Fees vary by county
• Death certificates in St. Clair County cost $15 for the first copy and $6 for each additional. A veteran receives the first one for free
• The Times Herald charges approximately $1.10 per word for obituaries. The Detroit papers are typically more expensive. The smaller Thumb papers are typically less
• A rigid container is required to transport the body to the crematory. Depending on the type of alternative container or casket, this will probably cost at least $100 and could cost much more
• Use of a rental casket may be an affordable option if public viewing is desired. Rental casket prices usually include the rigid container and any linens coming in contact with the remains
• Embalming and other preparation of the remains may be necessary for public viewing or when disposition will be delayed more than 48 hours. Fees will vary by firm and services provided 
• Cremation urns, keepsakes, jewelry and stationery products come in a wide variety of materials, qualities and prices
• Service charges by the provider to cover availability, overhead, liability, vehicles and transportation, staff assistance and administrative fees will vary by provider and location. Our charges vary from $850 to several thousand dollars, depending upon the services provided
• Rental of facilities for services will vary depending upon the location. Rental of our funeral homes (Pollock-Randall, Marysville and Karrer-Simpson) is approximately $1000 per day. Rental of hotel, club and restaurant properties usually involves room fees, food and drink costs and service gratuities. Churches, parks and municipal buildings have various policies and charges regarding the use of their facilities. Some facilities may require insurance policies or involve rental fees for chairs, tables, linens, sound systems, etc. 
• The costs of burial or inurnment of cremated remains and use of chapel facilities varies by cemetery
• Honoraria for clergy, officiant, musicians, and other ceremonial participants will vary