The Director's Playbook
It’s no secret that being a funeral professional is more challenging than ever. Between meeting families' changing needs and navigating the ever-evolving landscape of funeral service, you need proven strategies you can rely on to grow your business. Join us as host Paul Lovelace welcomes knowledgeable guests and shares insights and solutions from his 30+ years in sales, finance, and the funeral profession. Whether you're pursuing growth, aiming to reduce stress, or striving to stay on top of industry trends, The Director's Playbook offers the tools to help your funeral home thrive.
Episodes
September 10, 2026 • 36 mins
What does it take to become a first-time funeral home owner with no blueprint to follow?
The short answer: Vision, resilience, and a commitment to families.
Host Paul Lovelace welcomes Amanda Shropshire to hear how she built her first funeral home from the ground up. Amanda talks about her journey from funeral director to funeral home owner and shares the lessons she learned along the way.
You’ll also hear her tips on pers...
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August 27, 2026 • 39 mins
As digital marketing continues to evolve, separating trends from truth has never been more important.
In this episode, host Paul Lovelace is joined by digital marketing experts Mitchell McLean and Haley Laurence to debunk common myths and share practical insights on websites, Google reviews, search visibility, and building trust online. They also explore how AI is changing SEO and share practical ways clear messaging and authentic...
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August 13, 2026 • 44 mins
A funeral service may last an hour, but families want to hold on to those moments for a lifetime.
Livestreaming makes that possible.
In this episode, host Paul Lovelace talks with Brady Cox about how funeral home livestreaming is reshaping the way families experience and remember a service. Brady explains how livestreaming connects families in a meaningful way, preserves memories, and enhances your care.
Plus, livestreaming can ...
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July 30, 2026 • 38 mins
What if every family in your community understood the value of a funeral?
In this episode, host Paul Lovelace welcomes Jamie Sarche to talk about how funeral homes can better educate families before a loss occurs. Jamie shares how to ask better questions, reframe direct cremation conversations, and help families make more informed decisions.
Whether you're facing more direct cremation requests or looking for better ways to talk w...
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July 16, 2026 • 46 mins
Before the arrangement conference, there’s a phone call.
And in that brief conversation, families are already deciding if your funeral home is the right fit or if they should keep looking.
In this episode, host Paul Lovelace sits down with Brent Thomas to discuss the critical roles first impressions and customer experience play in the funeral profession. Brent draws on years of research, data, and experience to show how sm...
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July 2, 2026 • 43 mins
For most funeral homes, aftercare stops at a sympathy card or a phone call.
But what happens when you actually help families navigate what comes after the funeral?
In this episode, host Paul Lovelace sits down with Matt Van Drimmelen to talk about how service-based aftercare can set your funeral home apart and drive real growth. Matt shares how helping families with estate closings builds the kind of loyalty that increases revie...
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June 18, 2026 • 39 mins
Did you know that roughly half of all deaths in the U.S. involve hospice care?
That means the relationship you have with hospice providers directly impacts how families learn about your funeral home and how prepared they are when they see you.
In this episode, host Paul Lovelace sits down with Melissa Luton to talk about how your funeral home can strengthen its relationship with hospice providers. Melissa shares how stronger part...
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June 4, 2026 • 43 mins
How long could your funeral home survive without a single at-need call?
With an active preneed program, it’s longer than you think.
In this episode, host Paul Lovelace and Tom Antram sit down to talk about how preneed can protect your funeral home’s future. They explore strategies for aligning your at-need and preneed teams, choosing the partners and providers, and using technology to improve your families' experience...
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May 21, 2026 • 51 mins
The rise in cremation is undeniable, but the real question is: how are you adapting?
In this episode, host Paul Lovelace welcomes Billy Eaton to the podcast for a conversation on adapting to the rise in cremation. Billy shares how technology-driven arrangement conferences can increase average revenue, why personalized jewelry and artisan glass are resonating with families, and how strategic merchandising can help you better serve ...
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May 7, 2026 • 49 mins
Funeral home marketing looks different today than it did 20 years ago.
With so much change, you may feel overwhelmed. But you aren’t alone.
In this episode of The Director’s Playbook, Kasi shares her expertise on modern funeral home marketing and tips for digital adaptation. From strengthening your website and offering online arrangements to investing in community relationships and pet services, learn practical ways t...
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April 23, 2026 • 33 mins
What do families remember most about a funeral home?
Usually, it’s the way you made them feel. And that’s where hospitality comes in.
In this episode, host Paul Lovelace sits down with Tracey Brumley to talk about what true hospitality looks like in funeral service. Tracey shares how to elevate your service without overcomplicating your operations through intentional training, gathering feedback, and more.
For practi...
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April 9, 2026 • 41 mins
Are you overlooking numbers that can make or break your business?
Host Paul Lovelace welcomes Ian Seekins to the podcast to tackle funeral home financials. Ian shares the financial metrics every funeral home owner should track, why these numbers matter, and how they impact your funeral home.
If you’re looking to better understand or improve your finances, this episode is for you!
About Ian Seekins:
With over a decade of e...
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March 26, 2026 • 42 mins
Natural organic reduction is more than a trend. And with consumer demand growing, it’s crucial for funeral professionals to be proactive.
In this episode, host Paul Lovelace sits down with Katrina Spade to unpack the science, ceremony, and consumer demand behind natural organic reduction.
To learn about how natural organic reduction works, the value it provides to families, and where funeral homes fit into the equation, tu...
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March 12, 2026 • 54 mins
What keeps most funeral home owners up at night?
According to guest Robbie Hume, three concerns stand out: technology, succession planning, and staffing.
In this episode, Robbie and host Paul Lovelace unpack each concern and share practical insights. From embracing digital tools to preparing for transition, this conversation offers clarity in an increasingly complex landscape.
If you’re thinking about the future of your fi...
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February 26, 2026 • 43 mins
It’s no secret that families' preferences are changing.
The question is: How are you adapting to that change?
In this episode of The Director’s Playbook, host Paul Lovelace and Matt Bailey talk about how to educate “no‑service” families, use celebrant‑led services to create meaning, and use technology to extend your reach. Matt also shares how you can drive referrals and grow market share through surveys,...
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February 17, 2026 • 49 mins
Feeling the pressure of consolidation, staffing shortages, and families' changing preferences?
Host Paul Lovelace sits down with Miki Tufto to unpack the major shifts shaping the funeral profession. They discuss alternative burial methods, succession planning, the growing role of women in the profession, and what these trends mean for your funeral home.
For practical strategies and valuable takeaways, tune in to this episode of T...
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January 29, 2026 • 48 mins
What does it take for an independently owned funeral home to not only survive? But to thrive, too?
Host Paul Lovelace welcomes Rob Paterkiewicz to the podcast for a conversation on independent funeral homes and the challenges they face. From staffing and retention to culture and business opportunities, Rob shares insights that will help you overcome obstacles and strengthen your business.
If you’re looking to better support...
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January 16, 2026 • 46 mins
What if every obstacle you faced in your funeral home was a growth opportunity?
Host Paul Lovelace welcomes Chris Johnson for a thought-provoking episode of The Director’s Playbook. The two talk about servant leadership, having an abundance mentality, and the importance of viewing challenges as opportunities.
For new ways to grow your business, tune in!
About Chris Johnson:
Chris Johnson is the Co-Founder and CEO at Sepio G...
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December 23, 2025 • 50 mins
What happens when a 130-year-old cemetery combines innovation with tradition and legacy?
In this episode, host Paul Lovelace welcomes Bob Gordon to the podcast. The two discuss the importance of understanding consumers' needs, innovative approaches to service, and future trends that focus on personalization and community engagement.
About Bob Gordon:
Bob Gordon is a fourth-generation funeral director with more than 45 years of e...
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December 9, 2025 • 42 mins
In this episode of The Director's Playbook, I sit down with Walker Posey, managing director of Posey Funeral Directors, a fourth-generation funeral home owner from South Carolina. We delve into the evolution of leadership within the funeral service, exploring the balance between tradition and innovation. Walker shares invaluable insights on the importance of community service, the changing dynamics of consumer expectations, and the...
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